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The art in performance footwear
(New Straits Times Via Thomson Dialog NewsEdge) NIKE recently launched its Fall 2006 Premium Performance footwear with an art exhibition by renowned local artist Stephen Lau at the Laundry Bar in The Curve, Mutiara Damansara.
The collection has put Nike one step higher in demonstrating "visible technology", incorporating designs that boast superior performance.
In line with the theme "Born from Obsession", Nike explored the obsession that moved its footwear designers to design the premium performance footwear in its class.
The results are Air Max 360, Nike Free 5.0 V2, Nike Trainer 5.0 V2, Zoom Air Tre and Mercurial Vapor III.
Lau was commissioned to produce a piece of art to demonstrate his interpretation of the Premium Performance collection.
He is the first Malaysian artist to have his work featured in a Nike advertising campaign. His artistic efforts can be seen in the Nike Fall innovative outdoor advertising structure along Jalan Sultan Ismail in Kuala Lumpur.
Lau's creative work focused on the new and improved Air Max. Nike Malaysia's country marketing manager Glenn Heng said: "The Born from Obsession campaign is a reflection of our designers' obsession to create performance-driven products. "We enjoyed the creative process of working with Stephen. It gave us an opportunity to showcase local talent as well." Lau said: "I was inspired by the revolutionary technology behind Air Max. The word 'air' represents freedom, flexibility and space." The exhibition also featured Air Max 360 Basketball and Nike Free shoes. Celebrities such as Ashraf Sinclair, Adam Carruthers, Joe Flizzow, Dragon Red, DJ Fuzz, DJ Bling, DJ Uno and Twilight Action Girl attended the event.
Air Max 360 Basketball is the culmination of over 25 years of innovation. It boasts revolutionary cushioning technology.
Nike Free is a revolutionary running shoe that mimics the natural mechanics of the foot, giving the athlete the benefits of barefoot training with the protection they need.
The newly-improved Nike Free 5.0 V2 is constructed of Escaine, a unique Japanese synthetic suede with a fibre base that works in co-ordination with a midsole material to create the ultimate glove-like fit, moulding to the foot and providing support in key areas.
Meanwhile, the Nike Free Trainer 5.0V2 is the ultimate training shoe for competitors who understand the importance of training the foot for strength, mobility and flexibility.
Driven by the passions of skateboarder shoe designer James Azizumi, the Zoom Air Tre is an innovative skate footwear designed to withstand the intense wear and tear of the sport.
Handcrafted in Italy and weighing only 200g, the Mercurial Vapor III is Nike's most advanced football boot. It provides the highest level of technical innovation, speed and comfort for today's fastest football player, Brazil's striker Ronaldo.
Copyright 2006 The New Straits Times Press (Malaysia) Berhad. Source: Financial Times Information Limited - Asia Intelligence Wire.
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