Nike Unveils Olympic Uniforms, Products With Sustainability Theme

Nike yesterday “rolled out its top product innovations for this summer's Olympic Games in London” -- the new uniforms for the U.S. basketball and track and field teams, according to Allan Brettman of the Portland OREGONIAN. The Nike Pro TurboSpeed is the “lightest and fastest track uniform.” The Nike Hyper Elite Basketball Uniform is also the company's "lightest ever. The 11.8-ounce jersey is 415% lighter "than the uniform worn by Nike-sponsored teams in Beijing.” The products introduced “would seem to appeal only to the world's top athletes and the truly gear-obsessed.” But the importance to Nike “goes deeper,” as the company's sales “historically spike in years of major global events.” Sterne Agee stock analyst Sam Poser said that the show is “only half done: Nike is expected to unveil digital products today at the same venue as on Tuesday, a converted warehouse in the shadow of the Manhattan Bridge.” At least “half of the 250 members of the press on hand were from outside” the U.S. (Portland OREGONIAN, 2/22). In a separate piece, Brettman noted the “sustainability theme seemed to be hovering over the whole affair” at yesterday’s introduction. The basketball uniforms are “made from polyester created from the equivalent of 22 recycled plastic bottles.” The men's jersey is “made of approximately 96 percent polyester fabric derived from recycled plastic bottles, while the short is 100 percent recycled polyester" (Portland OREGONIAN, 2/22). USA TODAY’s Michael McCarthy notes the men’s basketball uniforms to be worn during the ’12 London Games are “lighter and sleeker than the more baggy uniforms worn by players recently.” Nets G Deron Williams, a Nike endorser, "modeled the lightweight performance uniforms," and said, “It almost feels like you’re just wearing your tights underneath” (USA TODAY, 2/22).

DIFFERING STYLES: ESPN.com’s Alyssa Roenigk noted the Pro TurboSpeed track suit “comes in a one-piece, full-body suit, a two-piece option and shorter styles for athletes in longer distances.” Roenigk wrote, “Of course, when talking about suits that are astonishingly ‘faster than skin,’ questions arise as to the legality of such suits and the debate over what constitutes performance enhancement begins.” But Nike Global Creative Dir Martin Lotti said, "We are following all the rules and guidelines, so it is a legal suit" (ESPN.com, 2/21).

FIND A PHONE BOOTH TO CHANGE IN: YAHOO SPORTS’ Chris Chase wrote under the header, “Nike’s Team USA Basketball Logo Is Hideous.” The pyramid-shaped USA logo “has earned derision for looking too angular, too Superman-like and way too ugly.” Nike unveiled the uniforms for both the men's and women's U.S. teams but “didn't say whether the logo would be used in other uniform designs” (SPORTS.YAHOO.com, 2/21).