DINA ASHER-SMITH FOR NEW NIKE INNOVATION LAUNCH [STYLE]
Dina Asher-Smith for new Nike Innovation Launch: Nike 24.7 is a new apparel collection featuring Nike material innovation striving to deliver comfort and elevated athletic style by seamlessly blending life and sport to create a collection designed to be worn all day, whatever you are doing. The gorgeous Dina Asher-Smith, tennis player, Qinwen Zheng and track athlete, Vashti Cunningham are the faces of the collection who are a few of many athletes whose valuable feedback dictates how and where Nike look to innovate when looking at the future.
From sport to life. From mindset to movement. From the daily grind to daily comfort. Nike exists to serve athletes who bring the same energy and focus to everything they do — and need apparel that can keep up, around the clock.
That vision is central to the new Nike 24.7 apparel collection, which is designed to support the athlete’s complete lifestyle, redefining sport style with an elevated, polished look.
Engineered to embody the athlete’s mindset, the collection seamlessly blends life and sport in men’s and women’s apparel that’s versatile and distraction-free, tailored for all-day comfort, style and function.
“Nike Training is dedicated to supporting all athletes to be better — whether for sport or life,” says Jaclyn Safley, GM, Global Nike Training, Women’s. “The Nike 24.7 collection embodies this commitment, delivering unmatched innovation with performance materials, ultimate comfort and an elevated fit thoughtfully crafted for every body and every move.”
Nike 24.7 unveils two new technical materials that pair with the brand’s industry-leading Dri-FIT technology to offer a new standard of comfort in elevated, polished athletic style.
ImpossiblySoft is a refined, Spacer-knit fabric with four-way stretch that offers everyday comfort with a luxurious feel. The material is featured in the Nike 24.7 collection’s women’s and men’s half-zip and crew-neck silhouettes, as well as a women’s jogger and men’s pant.
PerfectStretch is a tailored, four-way stretch fabric that delivers effortless comfort and a polished look and feel. The material is featured in the pleated skirt, wide-leg pant and woven shirt for women, and chino and five-pocket pant for men.
“As an athlete, I want to feel confident, comfortable and strong in what I’m wearing — on and off the track,” says Dina Asher-Smith, sprinter and Nike athlete. “What I wear is more than just clothing. It’s an attitude and a reflection of who I am, and it impacts how I perform.
“The Nike 24.7 collection has truly raised the bar. The fabrics feel and look soft and luxurious, and the tonal branding is beautiful. The pieces have become my new favorites because they blend performance and style in a way that feels really authentic and effortless.”
Pieces from the collection pay homage to Nike’s rich heritage in sport, with locker loops inspired by gear hung to dry in the locker room and internal, heat-pressed product tags featuring the brand’s Total Orange stripe.
Tonal branding throughout the collection allows athletes to seamlessly pair Nike 24.7 pieces for a sleek, sport-style aesthetic. Women’s pieces will come in Western (2XS – 2XL) and Asian (XS – 2XL) sizing, and men’s pants will be available in numeric sizing with slim and standard styles, helping all athletes find a perfect fit.
The Nike 24.7 apparel collection will be available globally January 25 on nike.com and at select retail locations starting January 30.
