Nike probably isn't the first brand you think of when you think Paris Haute Couture Fashion Week, but the iconic athletic apparel company is embarking on a new chapter, starting with their "Goddess Awakened" womenswear show.
On July 5, Nike joined forces with designers, choreographer Parris Goebel and more than 30 Nike partners and athletes to celebrate self-expression, the wonder and joy of movement and the power of womanhood. Through scientific research, observing and listening to the voice of the female consumer, Nike is dedicated to being her (your) biggest champion. The brand has doubled its investment around women in the last year, from community to lifestyle and sport, and this fresh and new era is expanding the definition of sport and athlete, but also focusing on the journey from puberty to pregnancy and postpartum. The brand has done a great deal of research and observation to further its purpose and potential; as evidenced by the "Goddess Awakened" show, we'll be seeing a more personal, mindful approach to movement and self-care, with pieces for all bodies perfected by their Fit Evolution. These are pieces for all journeys and all bodies.
"The inspiration behind [this holistic approach] was just listening but also realizing that it's just not about sport. That it's about taking care of more of your holistic self," Liz Weldon, VP of Global Nike Women’s Brand Management, told Teen Vogue. "It's about mindfulness. Body positivity falls into that as well. But the pillars are movement, mindfulness, nutrition, rest and connection too ... it's just looking at how do you take care of a holistic self and consider all things, not just the physical body? Because we know that there's much more to it." The brand also recently introduced the Nike Well Collective, which emphasizes all aspects of caring for your physical, emotional and mental health.
Fit is key to the brand's new design approach; sure, a piece may technically fit you, but does it feel good to wear on the pickleball court, to yoga or at home? Finding ways to tweak designs for comfort and wearability has been top of mind for the Nike team. "What is your personal expression and style preference, and how do you marry that with something that fits you and something that feels good? That definitely has been a new approach for us," shared Tania Flynn, VP of Apparel Design. "That is something that's been very personal to me, walking around the world in this body and thinking about how to do that. I talk about what fits you versus your fit preference, where you want things to fit snugly, where you want things to feel looser. How do you have adjustability? We're all shaped different. The ability to adjust things is really important, and it's that bit of thoughtful design to really think about how to make something feel more inclusive and more personal."
The show itself featured many of Nike's latest innovations, including leak protection period shorts, a Motiva running sneaker to make movement feel more fluid and advanced technology sports bras, tested by the Nike Bra Robot, which studies breast tissue in motion while running. (Wow!) Designers including Martine Rose, Yoon Ambush and Jacquemus took on classic Nike silhouettes, reimagining them for the modern goddess, and choreographer Goebel led a 40-minute performance inspired by the Greek goddess Nike — AKA the heart of the brand itself.
Goebel's work celebrated the true joy of womanhood through dance, using movement to convey the brand's message of speaking up, standing up and working together to move mountains and change the world. "Nike is sport. Nike is the voice of sport and the most influential brand when it comes to sport. So I think for Nike to step up and stand with us and tell the world that dance is a sport, I think it's the biggest co-sign you could get and one of the biggest forms of support that we could receive as a dance community," she told Teen Vogue. "I think it just makes people listen and sit up. So, it's pretty powerful."
Goebel, who says she's just tapping into her superpowers at 31, has some sage advice for young people navigating the many challenges of modern life. "I would just say the more fearless you can be as a girl, as a woman, no matter what stage you are in life, if you can remove fear from the way you live your life, I think you will enjoy life a lot more," she shared. "If I were to go back to my younger self, I would just tell her there's nothing to be afraid of. Just be fearless. And that's what the show is about. Stop caring about what people think. Stop living your life based off judgments or stereotypes."
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