words // Brennan Hiro Williams

Nike presents two new videos explaining its "Nature Amplified" design ethos, an approach focused on designing for the body, fueled by scientific data and athlete insights. 

“Nature Amplified means designing for bodies in motion and creating incredible new products that work intuitively with the human body,” said Trevor Edwards, Nike Brand President. “The footwear and apparel we’ve unveiled today is based on insights from athletes and runners at every level, combined with extensive research in our Sport Research Lab. These innovations are data-driven, but body-led."

Just yesterday, the brand revealed four new innovations -- the Nike Free Flyknit and Free Hyperfeel, along with Dri-FIT Knit and Aeroloft apparel -- each designed with "Nature Amplified" in mind.

Find out more about "Nature Amplified" in the videos below: