(* Source: Gucci Clothing Outlet *)



No longer isolated to just the United States, the NBA All-Star Game is now a global phenomenon and an appropriate excuse to host a large pep rally. While fans enjoy the festivities at Nike Sportswear Los Fearless Club House in Los Angeles, hundreds more were doing the same halfway across the globe in Shanghai’s 800 Show Creative Center, where Nike Sportswear gathered top Chinese talents for All-Star Battle Night. Liken to American Idol with a twine from Darren Aronofsky’s The Wrestler, B-Boys, DJs, and rhythm meisters battled one another for the prize – the admiration of the gathered audience. As for the grand finale? A special performance by Jason Tang and the affable, comical lyrics from the one and only MC Hot Dog.

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(* Source: Puma.com *)



Celebrating the athletes of the after hours, PUMA Social launched the Hong Kong event in the evening of Saturday, February 26th. Intimate billiard club, Racks, in the bustling Central District of HK transformed to accommodate the festivities and enthusiastic guests. Competition of the night focused on the pool table and beer pong table, where eager participants showed off their skills. Amongst the party goers, Hong Kong celebrities and street personalities, 24 Herbs, Sam Lee (Subcrew), Charmaine Fong, Lawrence Chou and Jocelyn Luko were present at the event kick starting the competition. As the premium vodka from Belvedere IX flowed and the guests took turns at the games and mingled until the early morning.

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(* Source: Celebrity Hunted *)



What started at the Media Summit in Beijing last week, the Nike Free Project arrived in Hong Kong on Saturday for a the 903 Nike Free Your Body Day. To promote the concept of running, even among the hectic lifestyle of Hong Kong, Nike Hong Kong enlisted radio station Ultimate 903 for a day of free concerts, food, and drinks. With encouragements from local celebrities and certified trainers, attendees tried out a few of the “challenges” set up by Nike to test their strength, stamina, and will power. The day-long festivities also marked the start of Nike Free initiative that will soon reach other parts of Asia in the coming months.

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(* Source: Dan for Freshness *)



What are limits? A question asked by Nike as the sportswear giant begin its media summit for the Greater China Market in the ancient city Beijing. Whatever those limits might be and for whatever purposes they have across myriad of genres and interest, designers at Nike were quick to realize that much of their origins are the same – limits are set by precedences. So to overcome those preconceived boundaries, one must shattered their precedences and exactly what Nike has done in its Nike Free line-up.

A juxtaposition between the old and the new, troves of journalists, television crew, and more gathered in Beijing for the unveiling of the new Nike Free Collection. Co-founder of Freshness, Dan Hwang, was at location, bringing everyone fresh updates. With designer Tobie Hatfield at the helm, the de-sequencing of the Nike Free genealogy started with the originals – 2004 Nike Free 5.0. Hatfield, who also created the Air Presto, jumped into the progression and improvements along the way till this year, where Nike will introduce a series of new Nike Free designs. Similarly, the new collection will highlight running as one of the key activities in densely populated environment like Beijing. Remember, just a pair of running sneakers and you can virtually go anywhere.

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(* Source: Poe *)



Ever heard of Classetball? This past weekend, Nike Stadium NYC at Bowery introduced the event to the world. Founded by Olivia Kim of Opening Ceremony and skateboarding photographer Todd Jordan, Classetball was an event of seamless transition, from the adrenaline charging basketball game between New York Knicks and Miami Heat (New York won) to the calmer but equally nail-biting Academy Awards after the game. To make it more interesting, guests entered ballots before the evening started and took home the trophies. Who knew Champagne and beer would go so well together?

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(* Source: Emily for Freshness *)



After three months of ferocious competition at Lower East Side’s PONG (a single table ping pong parlor revived three months ago for its third iteration to provide the neighborhood with a healthy dose of competition and entertainment), the culmination of the pop-up ping pong venture ends in the grand L.E.S. Cup 2010. The L.E.S. Cup 2010 is a joint effort between creative agency Grand Opening and PUMA. The L.E.S. Cup is not just a neighborhood table tennis championship, but also a project aimed at helping to bring the community together regardless of whether one can execute a deadly backhand.

As the top ping pong players from the Lower East Side vie for the trophy and fulfilling sense of sweet victory, all interested in supporting the players or simply enjoying a fun night of furious serves. smashes and chops can purchase tickets to attend the event. The event doesn’t simply provide entertainment and an opportunity to yell at the top of one’s lungs, but also comes with stadium seating, fresh beats from DJs, even fresher remarks from commentators, and the highlight– a staffed bar.

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(* Source: Masa for Freshness *)



First arrived in the West Coast, understandably the UNDFTD x PUMA Clyde celebration finally arrived in the Big Apple last night as part of the Good Units venue. Packed with eager fans, party goers, and personalities from the entertainment industry, a clash of style took place on the stage with performances by DJ Scratch, Kid Capri, Kenny Dope, Prince Language, DJ Spinna and DJ Getlive! Spotted in the midst, legendary rapper Biz Markie with Michael Packer, of Packer Shoes, along with Eddie Cruz (UNDEFEATED), Adam Leaventon, the Director of Merchandising for PUMA,  along with a range of notable PUMA Clyde editions were all on hand to take part in the festivities.  Guests were even invited to pose with the giant Clyde, the largest size made, for a memorable party snap shot.

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(* Source: LiquidRice *)



The official unveiling of the Jordan Fly Wade took place today in Miami. Dwayne Wade along with Jordan Creative Director, Mark Smith held several mini media sessions with journalist to go through the first Jordan signature sneaker for Mr Wade. The sessions included some time for Q&A which we will present very soon in video form. As a surprise, Jordan Brand and NikeiD premiered the customization builder for the Jordan Fly Wade iD which will be available to the public on Sunday, May 29, 2011. Take a look below for photos from the event including illustrations, shoe parts, pre-designed Fly Wade iD photos and more shots of the shoes.

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(* Source: PopSop *)



For a brand like Puma, surviving and getting its second wind in a crowded market among such strong competitors as Nike and Adidas might mean actually thinking outside the market, i.e. turning from a sports sector with its tough competition to a more tolerant lifestyle clothing and apparel market. This idea was first discussed in Bloomberg Businessweekarticle dedicated to the dynamics of Puma sales over the last ten years.

Since 1998, after Puma had unveiled sneakers as the fruit of its collaboration with Pele and the revenue had soared eight times, things were no longer looking bright for the most elegant of all the sports brands.

In 2007, Puma was acquired by a French luxury house PPR, but during the economic recession it saw only 3.1% increase in sales. François-Henri Pinault, CEO of PPR, intends to help Puma blossom by expanding its product portfolio so it will become a brand offering sports and lifestyle products. This strategy was previously applied by PPR with regard to its other brands, and has proved to be a success.

“The sports and lifestyle segment shares common characteristics with the luxury segment, growing fast in the same regions of the world,” Mr. Pinault told Bloomberg Businessweek. He assured such brand-portfolio model “has been proven in the last 10 years—it was a winning choice.”

Switching from sports to a lifestyle category for a brand might mean appealing to a wider audience without limiting itself to catering for the more specific needs of spotsmen. That’s why Puma pursues an ambitious goal of increasing its sales by 50% so it will near $6 billion by 2015.  PPR is supplying the German sports brand with everything that will foster sales growth. So, this year, according to Pinault, Puma that owns Cobra Golf and Tretorn brands will be focusing on product development and marketing revolving around the lifestyle theme.

In 2010, the Puma kicked off its “After Hours Athletes” campaign during which it hosts parties offering its participants sports games one can play with a drink in their hand. More than that, Puma has signed on three-time Olympic gold medalist and sprint world-record holder Usain Bolt and Formula 1 motor-racing world champion Sebastian Vettel to endorse its products in a series of events for general public, not just sportsmen.

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(* Source: Freshnessmag *)



Ahead of the world’s most potent Southpaw’s fight against “Sugar Shane” Mosley this Saturday night, the gathered fans along the Las Vegas Strip will have the chance to declare their allegiance. Beginning today, Nike Sportswear is offering Manny Pacquiao the chance to customize and create their very own MP tees for free. Simply purchase a t-shirt from the Nike Manny Pacquiao Collectionat the Champ Sports location within Fashion Show Mall and select the array of designs. The offer will last till Fight Night, May 7th. There will also be a temporary photo booth event this Sunday, May 8th, where you can bring your best championship poses to the ring for a memorable knockout portrait.

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(* Source: Giles Fitzgerald *)



Sport is usually approached by brands in two ways.  Firstly, as part of the basic – yet fundamental – sponsorship bragging rights battle at key high profile events, be it football or motor racing. The other flip side of this has been the sponsorship, or development of, on the ground grassroots initiatives that favour the working sportsman; the Sunday football league or part time marathon runner.

Both have their merits, but there is now a new movement brewing, one that is redefining what sport is and how it fits into the more mundane tasks of everyday life.

Puma kick started this rethinking with its ‘Puma Social’ campaign, a global re-envisioning of sport as a part of a much wider competitive set of events outside the remit of traditional sporting activates. The footwear and apparel brand’s low key celebration of the After Hours Athlete, sees everything from darts and bowling to attempting to score a girl’s phone number in the pub as part of the ‘sport’ we engage in everyday. This positions sport as available to all, and not just the reserve of the more able bodied among us.

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(* Source: Cotadog.com *)



Before the start of Labor Day long weekend, Nike Sportswear China kicked off its new Summer 2011 campaign highlighting its extensive t-shirt collaboration from past to present. Billed as “Sport Is Art”, the campaign is the culmination of artists from the 5 continents, each exemplify his or her interpretations between art and sports. Honored guests had the opportunity to acquire the collection early over the weekend as well as a preview of tees representing China by the nation’s top creative talents - Ceezy, DJ Jay Soul, 01 Media, Gary Wang and illustrator Xiao Long Hua.

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(* Source: PopSop.com *)



Ahead of this St. Valentine’s Day, Puma helped single Melbournians find their love in the ‘sportive settings,’ gave couples an opportunity to spend an unconventional Valentine’s weekend and promoted urban running at the same time. On February 12, the lifestyle and sportswear brand launched Puma Love Run, inviting people of Melbourne to have a nice time together covering a distance between 4.5km or 6.5km in the inner-city park Birrarung Marr—all for love.

Nearly 1500 Melbournians, both singles and couples, participated in the first-ever Puma Love run, developed by Ogilvy Group Melbourne and supported by a range of other companies. To spread the word about the initiative revolving around the ‘meet someone fit’ message, Puma launched a campaign including bold viral elements, a micro-website and on-street promotion, all encouraging people of Melburn to get their hearts racing.

Puma gave out T-shirts of different colours (red and white ones) to participants who are already in love and those without a date to prevent unwanted misunderstanding. Those, who managed to find a match during the run or just wanted to spend another couple of hours with their sweethearts, could enjoy good music and relax under the stars at the Puma Love Run Music Concert, featuring disco pop Miami Horror band. The cost of registration for the “rigorous stretching of love muscles” cost $45.

“The Puma Love Run was created as a fun event for people who love staying fit and the challenge of exercise but are not necessarily elite runners; the perfect fit for Puma’s positioning of ‘joy.’ We thought it would be a great experience if Puma could bring these runners together in a social sense, and help connect people together in a fun, fitness-inspired way. But we needed to make it different from the other fun-runs and Valentines Weekend provided the perfect inspiration,” commented Michael Knox, Ogilvy Group Melbourne Executive Creative Director.

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(* Source: World Sport News *)



After a mid-day pause following the presentation by Nike Innovation Leads Shane Kohatsu and Ben Shaffer at Greenwich’s Royal Observatory , the assembled media trekked over to Shoreditch neighborhood of London for an up-close look of the new Hyperfuse product line. Though its no longer the lightest performance footwear out on the market, Nike Sportswear emphasized the 3 tenets that truly made Hyperfuse unique in its category, a perfectly symmetrical application in achieving stability, breathability and durability, with 3 separate curtain walls projecting the new Joey Duck: Unstoppable film by director Remi Paringaux. The “trifecta theme” continued on throughout the exhibition at The Tramshade event space, from the triangular layout of display forms to the evening’s “insightful dinner”, where the chef on site created an one-of-the-kind menu highlighting Hyperfuse’s 3 elements. Well aware of post-dinner doldrums, Nike asked 2 of London’s known street ballers for a few quick pick-up game with members of the media. No wagers were on the line with the exception of a few bruised egos, but in all, the event was one of concise execution.

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(* Source: Poe For Freshness *)



Perhaps an erosion of the rivalry between East Coasters and West Coast Hipsters, Nike Stadium NYC transformed the once insular clubhouse of NYC Destoryers into a all-are-welcome surf/skate gathering. In a span of just 2 weeks saw the removal of banquettes many of our derrieres been familiar with. In place instead, a mammoth functional installation which embodied the notions of swells and ramparts called “The Wave”. The newly revamped space will also be the home of the new Nike Stadium MFG. The customization program will no longer focus on Destroyer Jackets but an entire line of pullovers, hoodies, and tees, all with the underlining theme of So-Cal surf culture. In launching the new initiative, Nike Stadium NYC invited guests to an early screening of Chris Lamb film, along with a fun Friday evening of free Tecate beers, quesadillas, and good company. When the opportunity arises, swing by Nike Stadium NYC to see all the new customization options.

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(* Source: Show Ideez *)



September 10th, New York City was one big party. Stores all over the city stayed open late to celebrate Fashion Night. Nike's 21 Mercer street store in Soho held an event for Fashion Night as well. Outside was an ice cream truck serving all the guests free ice cream while inside was 2 open bars and food being served. Guests networked, ate & took photos while looking around at items to buy. On site was complimentary customization of any AW77 hoody purchased. You were able to add different patches (up to 2) that ranged from various letter to patches with 1 of the 5 boroughs on it.

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(* Source: Freshness Mag *)



After a brief rest from Sunday’s miraculous comeback, cornerback Darrelle Revis from New York Jets football team stopped by NikeTown New York last night for a brief Q & A session with fans and members of gathered audience, all over a good amount of Cold Stone Creamery ice cream. Hosted by Chad Gittens, along with Veronica Velasquez and Jack Greer, all members of the newNSW Destroyer Jacket campaign, Revis explained the importance of training, preparation, as well as supporting elements from family and friends, crucial to a career in professional sport. Revis went on in discussion about the iconography on his customized Nike Destroyer Jacket, each symbolic of his experiences in life thus far while Velasquez and Greer added their own take about the STADIUM MFG program. As with all Nike events in relation to the Destroyer Jacket campaign, the Destroyer Paperboys, including footwear designer Hue, were on hand to gave out the free printed matter.

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(* Source: The Original Winger *)



Home to the legendary Pele and holder of five World Cup championship titles, and also the only team to have played in every single World Cup, Brasil is pretty much a uncontested soccer superpower, and almost a Lakers equivalent for the game. As the 2010 FIFA World Cup will be officially kicking off with fanfare, celebration, team loyalty, cheering, yelling and more, labels and stores all over the world have been turning their soccer fervor up a few notches with exhibitions, displays, parties and goodies. The City of Angels and Nike Sportswear are not ones to fall off the bandwagon, and had held a Brazilian themed night to celebrate the history, art, culture and soccer fever of Brazil at The Montalban.

The night featured a rooftop reception with drummers, capoeiristas and a live Bossanova band, before the guests moved into the theater for the screening of Cadencia directed by Daren Bartlette, which explores the cadence and rhythm of Rio through arts, soccer, dance, and everything else Brazilian. The night also marks the launch fo the Brasil Black Pack, and closed with a cocktail reception where guests mingled and sipped Brazilian concoctions. Since Brazil is one of the most watched and up-and-coming countries (it will be hosting the 2014 FIFA World Cup and 2016 Olympics) in terms of culture, arts, design and economy, it would be a good country to get acquainted with.

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(* Source: Freshness Mag *)



“Girls are made of sugar and spice and everything nice…” or as the old saying goes.  Just don’t tell these “girls”.  Sure, they too are made of sugar, spice, and everything nice.  But they are also “empowered”, able to create their own destinies by navigating through the various obstacles in life.  Led by Samantha Jo Alonso of FRUITION, they are more than just fashion bloggers, writers, stylists, or boutique owners. They are sisters, nieces, girlfriends, and daughters. But most importantly, they are archetypes of modern day “girls”.

In honor of these role models, Nike devised a “Girl’s Night Out” event in Los Angeles. It all started a week before, when mysterious men in black tux hand delivered invitations to 11 ladies. Next, a private car service picked up each invited guest on the stated date and chauffeured them to an undisclosed location in Downtown Los Angeles. After several courses of wine and dine, the honored 11 were ushered to the just opened Nike Vault at Staples Center for the unveiling of Aquadunk Hi Skinny, each personalized with their names. As a finale to a tremendously fun evening, Nike supplied each with a ticket to Lady Gaga‘s sold out concert at Staples Center.

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(* Source: Jack Jensen *)



While most of the basketball world was focused on the glitz and the glamour of the NBA All-Star game and all of the hoopla surrounding, a new movement in basketball had its day just a few blocks from Staples Center.

On Saturday, under a gritty overpass at the Lower Grand Street Tunnel in downtown L.A., the inaugural Nike Basketball Los Fearless 2-on-2 tournament went off. 64 teams showed up to do battle for a $2,000 cash prize and the bragging rights that come with surviving what is undoubtedly one of the most brutal tournaments in the known basketball world. In it’s most simple form, the Los Fearless game is full court 2-on-2 with a scoring system that rewards players for scoring in the paint – it’s a setup that creates a style of play not for the faint of heart.

We charted the journey that the players made up to and through the tournament. Secrecy, surprises and the opportunity to test their mettle before the lights came on Saturday morning awaited every player deemed to have the skills and toughness to be invited to play in the tourney

When it came time to get after it on Saturday morning, Los Fearless did not disappoint. The players were ready, and it was clear from the jump that every athlete in the field represented the best that L.A. and its surrounding areas had to offer. Games were run on five different courts laid down in the tunnel and the fans who made their way down to the event could check out new Nike products, customize t-shirts, hit a NIKEiD station and more.

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