Nike’s technological revolution: FIT ADV
Since 1991, Nike has carried forward the FIT (Functional Innovative Technologies) line, famous for wicking away sweat (Dri-FIT), protecting against rain and wind (Storm-FIT) and providing thermal insulation (Therma-FIT). What will be the technological innovations of FIT ADV?
Janett Nichol, VP of Apparel Innovation, declared “When you buy a garment labeled “FIT ADV” which stands for FIT Advanced, know that you’re buying the absolute best product Nike has to offer, both in terms of performance and sportswear.”
Basically, FIT ADV has the same starting point as FIT, but it is further developed by researching functionality down to the smallest detail, integrating reviews and opinions of athletes, using innovative techniques such as body mapping to allow the choice of the best material to use according to the strategic point and the type of activity and sport. All the innovations that can be found in the FIT ADV have been developed on the basis of tests carried out with athletes at the Nike Sport Research Lab – currently renamed the LeBron James Innovation Center – where Nike designers are able to study every need in detail, designing the garment inch by inch. Nichol tells us that’s what’s at the heart of the “Advanced” concept: “It’s the ability to become incredibly precise and inflexible in choosing where to place technologies and then unleash creativity to make those technologies stand out, such as highlighting the cooling areas with a splash of color, which can be eye-catching and beautiful visually.”
FIT ADV products can be found in the Nike Performance and Nike LifeStyle collections
