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Monthly Archives: April 2014

Ever the fan of the work that Wolverhampton Wanderers have done behind the scenes in recent years – the club have recently launch their 2014/15 home kits.

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…And for us creative, football lovers, you’ve gotta love their approach.

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A few teasers pre launch, a video to help kick it off and some smart photography. As 2014/15 kit launches go, this execution is up there.

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Top marks guys. All about the attention to detail!

Nike Football: Flyknit Mercurial Superfly IV

Need we say more.

This does a LOT of the talking.

 

…More to follow.

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Continuing the storied history of the boot that transformed the industry, Nike launches the new generation of the Mercurial to match the speed of today’s game.

The new boot, unveiled today by Cristiano Ronaldo in Madrid, is born from four years of R&D in the Nike Sport Research Lab. Driven by insights from the world’s fastest athletes, the Superfly is created to revolutionize speed.

First unveiled in 1998, the original Mercurial was a radical and unprecedented piece of design that established Nike as the leader in football boot innovation. With the new Mercurial Superfly, Nike has created not just another cutting-edge boot but a leap forward for on-pitch speed.

“With its new design innovations, the 2014 Superfly makes a quantum leap forward in what high performance boots can be – and what they can help players achieve,” said NIKE, Inc. President and CEO Mark Parker at the Madrid unveiling. “Fueled by Nike Flyknit technology and with a bold new silhouette, the Mercurial Superfly will be the boot of choice for the game’s fastest players.”

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The Mercurial Superfly’s revolutionary design is driven through Nike’s most advanced technology: Nike Flyknit. A new three-knit weave puts less material between the foot and the ball to enhance players’ touch – a vital element when operating at high speeds.

The high-top Dynamic Fit Collar, which radically transforms the Mercurial silhouette, is designed to create a better fit and a heightened sensation of the boot as an extension of the foot.

“Players have told us that the Mercurial fits like no other boot,” said Phil McCartney, VP of Sport Performance Footwear. “It feels like an extension of the body because the Dynamic Fit Collar integrates the foot, the ankle and the lower leg. It removes distractions and allows the player to be quicker to the ball and quicker with the ball. This is the huge advantage of Flyknit: We can tune a boot to match a player’s attributes.”

Other vital breakthrough additions include Superfly’s Brio cables, which are knitted directly into the upper and locked into the outsole. By connecting this tendon-like support to the heel, the Superfly acts like a slingshot that helps propel the player forward. In addition, a new, more-flexible full-length carbon plate helps players to more efficiently transmit power through the ground.

Added studs at the boot’s heel offer stability, and extra traction has been placed at the toe to give players more grip and propulsion during the critical final 10 percent of their stride.

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The Mercurial Superfly is available to pre-order at nike.com from May 26, and on sale from June 12.

Like what you see?

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This afternoon sees the second part of the ‘Risk Everything’ campaign by Nike come to fruition. The first, which featured Cristiano Ronaldo, Neymar Jr. and Wayne Rooney was presented to the world not long ago but as the story continues, the cast grows.

Davide Grasso, Chief Marketing Officer for Nike, describes this second part of the campaign as tapping “into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”

“We’re proud of our history of inspirational, fun football campaigns that become one of the talking points around big tournaments. We believe in fearless, exciting joyful football and that’s the point of view we want to get across ” Grasso added.

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“Nike players play on the edge because they know great moments spring from attempts to try something unique and out of the ordinary. We watch the game for these moments because they inspire us to create our own,” Grasso added. “This is what Risk Everything is about. If you are prepared to take those risks, there is no telling what you can do.”

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The full list of players featured in the film is: Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Zlatan Ibrahimović, Gonzalo Higuaín, Eden Hazard, Andrea Pirlo, Gerard Piqué, Andrés Iniesta, Mario Götze, Thiago Silva, Thibaut Courtois, Tim Howard, David Luiz and… David Luiz.

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“Winner Stays” also features a host of other athletes and special guests including Kobe Bryant, Jon Jones, Anderson Silva, Irina Shayk and The Incredible Hulk.

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“Winner Stays” creative by Wieden + Kennedy – the composition is beautiful and the execution is unrivaled.

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