After appointing a new head of China, severing ties with local e-commerce distributors and launching NikeSkims in China, Nike is making another big move as part of its China turnaround plan with the launch of its first dedicated local line, developed by its newly formed Local Product Creation team.
Dubbed Local Creation Collections, the launch marks Nike’s 45th anniversary in China and takes a “designed in China” approach that moves beyond merely telling Chinese stories, according to Nike.
Co-creating with local manufacturers, the team was swiftly formed just over 120 days ago and based in Shanghai. Rather than “merely adding more Chinese elements” such as mandarin collars and qipao accents to sporty garments, the new collection — which spans the Nike Sportswear and Jordan Streetwear brands — is meant to reflect the local team’s on-the-ground lifestyle research.
“Grounded in Nike’s sport DNA, we bring consumer insight closer to every stage of creation — from design and development to production. Inspired by the lives, evolving needs and aspirations of young people across China, we are creating products shaped by the people who live here,” said Cathy Sparks, Nike’s new China head, in a statement.
“Sometimes the product doesn’t have to be super loud to create this emotional value,” added Flavia Cervantes, vice president of Local Creation for Greater China, who recently relocated to Shanghai.
“Through silhouette, material, tailoring and styling, we design to fit the contemporary Chinese rhythm,” Cervantes continued during a showcase at Shanghai Fashion Week.
To inform the design, Nike’s local team joined local running crews, attended art events, took part in trail races, visited local communities and spoke with people known for their street style. The team sought firsthand insight into “a generation unwilling to choose between quality, performance, aesthetics and personal style,” Nike explained.
The 20-plus-piece collection adopts a modular system and adjustable silhouettes. Defined by smooth, clean materials, it uses technical insulation and natural-fiber blends to create lightweight pieces with a relaxed, clean structure that can easily fit into a “quiet luxury” wardrobe.
Tapping into the new generation’s interest in nostalgia, Cervantes’ team looked at old images of Michael Jordan’s off-court style, including his well-tailored suits, leather bombers and other tailored pieces. The result is the new Jordan Tailored Sport Collection, which marries the GOAT’s bold off-court style with Chinese street style.
“We see significant opportunity to serve consumers more holistically, with a stronger head-to-toe product experience across sport and everyday life,” Cervantes explained, adding that the collection includes five new materials developed specifically for the local market.
The collection, which launches on Nov. 12, will hit shop floors in key cities and at selected retailers, including SKP-S in Beijing and the multibrand retailer SND, whose latest Westbund door is next to Adidas and Lululemon’s new China headquarters.