We are almost nearing the end of the year and it has been quite a year! From working remotely to working out at home, people all over the region and the globe have adapted to the best of their emotional and mental capacities to accommodate the new norm.
You deserve a pat on the back for keeping up and showing resilience. And what better way to treat yourself this festive season than a pair of stellar kicks from Nike with a 3M makeover to add more durability and design to your favourite sneaker brand!
“We are thrilled to partner with such a respected global brand and changemaker like Nike,” said Brian Rice, 3M’s vice president of brand and design. “The result of this collaboration highlights the value of design in bringing our world-leading 3M technologies to life in a way that improves the customer experience.”
The trendy Nike collection made in collaboration with 3M is making its way to Southeast Asia and hopes to make a great impression in the region, where sneaker culture is already on the rise. According to premium sneaker marketplace Ox Street, 40 per cent of global growth in the athletic footwear market is expected to come from this region. This comes as no surprise especially taking into consideration Singapore’s Sneaker Con, Jakarta Sneaker Day, Manila Sneaker Expo, SneakerFest Vietnam, Sneaker Party Thailand and Malaysia’s Sneaker Lah events that attract thousands of sneaker fans, eager to make a sale or get their hands on limited-edition boutique brands.
For collectors of kicks, the Nike premium collection that is made in collaboration with 3M offers great features in both technology and design integrating new materials and style that make these a must-have. Read below to understand more about the latest collection and why a pair of these sneakers need to be in your shoe closet ASAP.
What’s the backstory?
3M has been celebrating its materials and technologies through creative collaborations at Milan Design Week for the past several years. At the 2019 event, fashion and design enthusiasts from the world’s top brands marveled at 3M’s art installation, ‘A Pinnacle of Reflection.’
The piece earned international headlines for its kaleidoscope effect, showcasing 3M technologies in a visual medley of colors and shapes.
One brand in particular that took notice was Nike.
“Once Nike experienced our installation, they knew 3M was a company that thinks differently,” said Robert Quintero, a UX creative director at 3M. “They appreciated our ability to express the 3M brand emotionally through storytelling.”
Nike Sportswear was in the early stages of concepting a shoe line with ‘protection’ as its theme and tapped 3M for a potential collaboration.
After Milan Design Week, Robert invited a few members of the Nike design team to visit 3M’s global headquarters. He and colleagues introduced the Nike team to 3M’s brand by highlighting hand-selected technologies that are used to help protect end users. This included materials that expressed warmth, durability, visibility, breathability and more.
“This was an opportunity for Nike to interact with technologies across many of 3M’s businesses,” said Robert. “They wanted to enter the candy shop through one door.”
After the visit, Nike took samples back to their headquarters in Oregon and eventually decided to feature 3M™ Scotchlite™ Reflective Material throughout the entire sneaker collection to elevate the shoes’ aesthetics. Nike also used 3M™ Thinsulate™ Insulation to add an extra layer of warmth in a portion of the sneakers.