Nike : Genealogy of Innovation

Nike revient en vidéo sur plus de 40 ans de créations de chaussures pour célébrer sa « Genealogy of Innovation ». Tous les modèles de la marque à la virgule sont présentés selon leur période de sortie. Nike, c’est aussi 30 de culture sneakers et 20 ans d’innovation dans le football.

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Nike rend publiques ses archives et présente tous les modèles créés depuis les débuts de la marque. Dans la vidéo proposée par Nike, on découvre la première chaussure de football arborant le logo. D’après Nike, la période allant de 1971 à 1994 a été la genèse de la marque au swoosh, de 1995 à 1998, Nike revient sur sa période de « réforme » où la différenciation est à l’honneur, on découvre de nouveaux designs jamais vus. Les 4 années suivantes, de 1999 à 2002, c’est l’âge d’or de Nike, 2003-2006 la marque démontre sa maitrise de la chaussure de sport au monde entier. En 2007, la marque prend un nouveau virage et se démarque à nouveau par l’innovation et les lignes reconnaissables de ses créations, cette période de renaissance court jusqu’en 2010. Entre 2011 et 2013, Nike se transforme et propose des produits nouveaux que ce soit en running, football ou basket, etc. Enfin 2014 est l’année Nike qui annonce la révolution avec ses produits dernier cris comme la Magista pour les joueurs de football ou la Kobe 9 pour les amateurs de basket.

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Dans toutes ces périodes, on reconnait des chaussures mythiques, encore portées voire collectionnées pour certains. Nike démontre la maitrise de son sujet et raconte son histoire au travers de ses produits. L’innovation est au centre de la vidéo et cette généalogie fait de Nike une marque innovante et ce, à toute époque.

Un livre compilant 200 modèles Nike et leur histoire a été édité par la marque et par Sneaker Freaker. On y retrouve des interviews des personnes qui ont fait des produits Nike ce qu’ils sont aujourd’hui. Malheureusement, ce livre ne s’achète pas, il a été imprimé que quelques copies et offert par Nike à quelques privilégiés.

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