Although this year listed a lot of color and version, but the playoffs shoes on Lebron is the most important, not the season of this time, he is most focused on the performance of shoes in performance. This year, NIKE basketball team hopes NIKE basketball elite products than previous products have better performance and innovation, Lebron 9 elite version of this series in the pioneer.
His fighter class has been updated a lot of versions, and the last two generations of signature shoes are not specifically for the playoffs version, because this situation Lebron recently made a clear decision: redesign this pair of shoes! First of all updated shoes material, we put all the previous materials and the corresponding performance are provided to him, and hope to help him find his most satisfied with a program.
The entire elite series also includes Zoom Hyperdunk 2011 and Kobe VII, direct feedback from athletes can help build the entire range of products. In the following article we can listen to NIKE basketball product design director Leo Chang and senior designer Jason Petrie tells us about the elite series of product birth experience. We talked for a long time, because we are immersed in the shoes used in these new materials, but also because of the use of these materials, the price of these shoes is the highest in history.
Nick DePaula: from a more long-term perspective, the different stages of the season to provide different shoes, the concept is really able to improve their performance in the playoffs, or just temporary? How long did you start discussing this question?
Leo Chang: Actually this idea comes from Lebron himself. When we talked about the difference between the regular season and the playoffs, and his desire for the finals and championships, we did this decision. For us, this project is the best design NIKE basketball products, but also let it continue to progress. We let it be the best in all respects. We will design the shoes from the inside to the outside of the redesign, while reducing the lack of design.
NDP: I have heard you talk about you, you use a very creative design on the football shoes, but also do not have to worry about this expensive material pulled up the price of shoes. Have you discussed a product that will be abandoned because of his future pricing too high? Do you care about the future of pricing when you design a product?
LC: This question is very interesting, in fact, at the beginning of the design, we must forget all the concerns.
LC: In fact, our idea is very simple, that is, "do everything possible to create a pair of shoes have never had to break all the shackles, so that everything becomes crazy." At some point, we did design some expensive shoes.
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NDP: I am curious, you use the material really to 350 dollars, or more expensive?LC: nonsense, that is necessary.
JP: I do not want to defend Leo, but if we do not control it, it is definitely more than $ 350.
NDP: What is the reason why more carbonaceous materials are used in this pair of shoes than ever before?
JP: This is very important. One of the reasons is because we use a double-layer air cushion in the inner boots, there is a layer of full-length ZOOM on the air cushion. We used a lot of Kevlar fibers on the upper. We used composite materials that were different from the past. And even the shoes on the hook logo are used a special way to smear, this approach is also a very popular way recently.
LC: We are designing this series of products, we are in Taiwan, we put a lot of time on the design of the logo design, we do not want just as before, just simply with a flat TPU or use embroidery way.
JP: Because this series of three pairs of shoes, although different, but each pair of shoes this logo need to have some practicality, so we not only to collect the standard design, and let it have a certain hardness and toughness. For us, the process of designing a product is cool. At the beginning, we all told each other, "Brother, we do not care about anything." "Really can we? We try to start." To the end of the whole design is coming to an end, we will encourage each other: "Continue to work Dreams and the reality of the perfect combination of it! "Leo has created this elite series of product design, as he did NIKE rugby products, by improving the level of products, so that NIKE football products through the elite series more famous. We will use the best in the playoff series, the same will be as much as possible to reduce the criticism of the lack of this series close to perfect.
LC: In fact, we had a more daring idea, is to use the free choice of magic shock system way to three pairs of shoes into a pair. Since then, we have focused on how to improve the key material on the issue. If we wanted to use carbon fiber at the outset, it would be necessary to replace all the fiberglass materials we used on the regular edition shoes with the real carbon plate. Glass fiber is really light, at the same time than the TPU and nylon material is better, but its cost-effective with the TPU and plastic is not the best. The upgraded carbon plate is cross-distributed, and in particular, the carbon plate is also used at the ankle.
JP: Many years ago Lebron talked about it. "Can we draw on the concept of AMG to make the existing shoes even better?" He wished the shoes were as strong as possible and wrapped tight his feet. So the last pair of shoes for ordinary people will be too hard
NDP: I am interested in the parts of the shoes you throw on the table
JP: These materials make you more able to understand the concept of professional shoes. Kobe can play the shoes directly from the shoebox to play the game, but Lebron not, he asked for more in the package and support. Without the budget constraints, we are willing to use those best performance materials, like these shoes have been used on what materials, which he needs the overall splint, whether you or I put on his game, will Feel too hard.
NDP: Well, you can imagine it out
LC: We used carbon plates in the front of the toes, but that was so stiff that we had to give up.
JP: This is the case, so we use the TPU instead of the carbon plate, but still get similar performance.
LC: The carbon plate is really the most critical material for this pair of shoes. In the soles of the cross when the carbon plate, while the relative position in the heel also used a carbon plate. The rest of the pair of shoes used Kevlar fiber and Flywire fiber. Not only that, the tongue boots are used Pro Combat cushioning material, which provides dynamic protection. At the same time this series of shoes are used with a traction within the bionic teaching boots design.
NDP: it is to force! These small protrusions is what you said bionic design?
LC: yes! Matt Nurse gave us some advice, he always wanted to reduce the foot sliding in the shoes. We in the final look at the material of the boots, we found that we can do some articles in the lining surface to avoid the movement of the foot when the sliding.
NDP: You mentioned earlier Kelar and Vectran fibers, these two materials were originally used in Hyperdunk, and later replaced by nylon.
LC: Yes, we want to use these two materials on this pair of shoes. While the shoelace also used the Kevlar material, so that shoelaces are not easy to deformation, fixed better. The cost of this shoelace is also ten times the cost of ordinary shoelaces.
LC: Flywire's original design was the use of Kevlar fiber material. And then happened to happen. We have always heard that because of the reasons for the war, Kevlar and some other materials on the market supply is insufficient, I guess because they are all diverted to military supplies produced. Another key reason is because it does not have any scalability, so that the actual use is very laborious. When you embroidery on the fabric, the use of the line has a certain flexibility, you need the fabric can be easily adjusted to make embroidery more smooth. Nylon has a 20% -30% elasticity, while Kevlar fiber only 1% -2%, both the elasticity is completely different. And in this pair of shoes is only in the local use of Kevlar material, and it is because it is not flexible, can play a full fixed and support the role. It is still difficult to process these materials at the current level of manufacturing.
NDP: Hyperdunk and Kobe VII are heavily used in the same design, but in Lebron9 above but abandoned the molding design. Can you talk about the early stages of Lebron9 Elite Design?
JP: We all know that we have to design a pair of playoff version of the shoes, so the beginning we will start from its use. When we started Lebron9 design, we thought about what new materials we could use and how the two sides could be designed. The challenges we face when designing Lebron9 can tell us how we will build the playoff version. We made the first time clearly put forward the concept of the elite series, when I put forward the first thing is, "I want to follow my dream to build this pair of shoes. We started along the track of Lebron 9, and then I and Lebron I made an introduction, then everything becomes clear and clear up. At that time he said a lot about the concept of AMG, when a car was transformed, its seat to be the same as the transformation, performance improvement is the overall upgrade. From the first double playoff version - Lebron 7, to Lebron 8, we just simply pursuing acceleration, we used Hyperfuse to throw extra weight. Compared to the loss of some material to reduce the weight, but should find the right material to replace them, so as to obtain luxury performance, the shoes to a new height.
At the beginning, the initial inspiration came from the space shuttle. I used to listen to someone talking about Lebron's bouncing strong and high as he had rocket boosters. We have designed a lot of products for him are affected by this idea, if you look at the space shuttle, you can find it's propeller is divided on both sides of it, which is also designed on both sides of the shoes For such reason. We divided the entire side into several separate parts, each with carbonaceous materials for good side support, while also ensuring the permeability and the flexibility of the ankle joint. In front of us to determine the appearance, then we will Lebron 9 on the technology and materials added, such as the end of the support. Now we in the playoffs version of the Fuse and Flywire two technologies together, which is different from the ordinary version. The two materials fusion technology appeared in the ordinary version of the design, so when Leo is the use of Hyperenforcer material. But also a lot of use of Pro Combat magic shock material, which also makes this pair of shoes look very powerful. Because of the price factor, we have a lot of things not used in the ordinary version, but because this pair is the elite version, so we can not use these things in the ordinary version as much as possible in the use of these shoes above.
In fact, the soles of this pair of shoes have changed, because it is for the playoffs to build, so let it has a super performance and simple and practical. We do not want to use too many active parts. In the ordinary version of the soles on the use of a curved design, forefoot with a soft foam material, while the bottom support is S-shaped, from the side of the air cushion extends to the other side. Elite plates are located on the side of the air cushion. At the same time we also increased the capacity of the forefoot ZOOM, in general, we use a more effective system.
NDP: What is the difference in the size of the pair of shoes compared to the regular version?
JP: increased by 2 mm
NDP: that is from 6 mm to 8 mm? It sounds pretty good
JP: Yes.
NDP: Can you talk about the big trend of design, what is the mainstream of the design now? Before Lebron did not have a special playoff version, just wearing a cheap warrior series. And Lebron7 and 8 of the playoff version of the price than this pair of low, the configuration is not as good as this pair.
JP: Some of these strategies are used, we have used the previous shoe model to know the playoff version of 7. By talking to Lebron, he really paid great attention to this year's playoffs, and the playoffs were the focus of the spotlight, the most important stage for a player. "The most important moment of the season is coming, and I want to be able to react from my shoes," he said, "and I do not want to wear shoes that are connected to the previous game." Although we were in the 7 and 8 playoff editions Do pretty good, but now for the 9 playoff version, we can no longer worry about the price, but to enhance the performance of these shoes, so that reached an unprecedented height. In fact, all this comes from his thoughts. Many years ago his idea, today finally became a reality.
NDP: During the four years, every time he talked about his playoff shoes, we all felt he would win his first championship in that year
NDP: tell me the truth I hope he won the championship this year. I do not like the soldiers series very much. When he first participated in the finals, he wore a warrior 1, I was thinking, Lebron IV is a good pair of shoes, I do not understand why he replaced it. And this year this pair is what I like
JP: Your idea can be understood. I understand everyone's argument about a pair of shoes. When we were all kids, Mike had only four colors per pair of shoes, though we were going to argue that time. When he won the championship in June, and usually the same shoes you want to be in February or October can buy. It is not the same now. Lebron likes to keep fresh, like to try new things, you can find that he often likes to wear different PE version of the shoes. He does not like a long time wearing a pair of shoes. Feeling like he constantly improve their performance in the stadium at the same time, but also hope that all the things around him and he can be improved. I believe that each athlete has a similar idea, they will be proud of their team, when they play into the playoffs and eventually win the championship. That is their ultimate goal!
LC: It is important that Craig Zanon (NIKE global vice president and general manager) and we talked about the history of the playoffs version of the shoes at the beginning of the century, MJ had his own playoff signature shoes, but was Lebron for the season Game version of the shoes really into the market.
JP: From the design point of view this pair of shoes is indeed amazing. This is what we expect, this is also dedicated to our athletes. Whether from the perspective of the needs of brand development, or from the perspective of the development of the field of basketball, we will continue to make as much as possible surprising products, designed a really good product
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