For most Chinese consumers, the impression of Nike began with basketball emperor MichaelJordan。 Nike does rely onBasketball shoesStarting from, it is reasonable to say that basketball elements should be everywhere in Nike headquarters, but in fact it is not. Wandering around Nike headquarters, it takes a lot of effort to find things related to basketball.

The reason is that Mr. tinkfield, the current Vice President of Nike and the chief designer of air Jorda series, is thought-provoking. “I don’t think Nike is a sneaker design company, or even a sneaker company. We are a ‘story’ company.” in the eyes of Nike employees including tinkerfield, there must be a moving story behind every plant and tree in Nike headquarters and every designed product. Basketball and everything else.

Michael Jordan building is full of nostalgia

At Nike headquarters, the office buildings are not named after their functions, but by the outstanding athletes of Nike. “Tiger Woods” is usually used for meetings; “MIA ham” is the place where designers work and the core secret of Nike headquarters; Phil Knight, former president of Nike, likes tennis player McEnroe very much, so the main office building is called McEnroe building… Compared with these places, the Michael Jordan building is much quieter. It is almost difficult to see anyone in and out except the staff sitting inside.

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Approaching Jordan building, you can feel a strong nostalgia. The theme of the poster hanging next to the building is not the latest air jordan 23, but Jordan wearing the Bulls No. 45 Jersey and cartoons with Jordan’s head and several generations of air jordan shoes. Walking into the building, on the corridor on the right, hung the poster of Jordan and other six people standing in front of the temple in priest’s clothes – this was more than 20 years ago. Looking up, posters of the air jordan 20 are hung on both sides of the aisle on the second floor. Although I have seen the design countless times and three years ago, it is still quite shocking. In the display cabinet, you still see the “old guy”: air jordan 5 original year shoes, 1984 bulls training clothes, bulls home and away game clothes

Yes, that’s the Jordan building. There is no new product display, and there is no high-tech introduction. Here, I feel the trajectory of Jordan’s career. In fact, in other buildings, you can see the growth experience of stars from small to large – stars are “refined” in this way.

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Walking fame promenade for forgotten memory

The scenery is just like its name. In the walking fame corridor, there are embossed bronze statues of more than 180 athletes, all of whom are excellent athletes and coaches sponsored by Nike Company. The bronze statues here are not “realists”, but designed in a slightly exaggerated style, which is quite interesting.

To the reporter’s surprise, there are not many stars in the basketball field in the bronze statue. It takes some effort to find them. Stockton with a serious face, Buckley with a fierce face, Pippen with a long chin and Jordan with a grin… At first glance, they are not very similar. Many can be identified by the following names. But after careful aftertaste, everyone’s most obvious characteristics are properly displayed, and the effect is much better than a single sketch. According to the regulations, active athletes who have a contract with Nike are not allowed to enter this corridor. Maybe come back here in ten or twenty years,KobeJamesAnthony’s familiar name will appear here.

However, when the reporter left the walking fame corridor, he was told that there was also a Chinese basketball player – Zheng Haixia, who led the Chinese women’s basketball team to win the second place in the world. Unfortunately, due to limited time, it is a pity that we can’t go back to find the bronze statue of “the first center of the women’s basketball team”. In addition, there are two bronze statues of Chinese athletes in the walking fame corridor. In addition to Zheng Haixia, the other is Zhu Jianhua, a high jumper and former world record holder. Each bronze statue has its own number, and Zhu Jianhua is No. 80. Among the “breakthrough” series of products launched by Nike this year, one shoe took Zhu Jianhua as the theme. A peer reporter happened to wear these two shoes. When he saw “Zhu Jianhua”, he immediately took off his shoes excitedly and took a picture with the bronze statue in his hand, which attracted a burst of laughter.

Mia hamlou, the birthplace of new products

Mia ham building has two “kitchens”. One is a serious restaurant for employees to eat. There are many framed Sports Illustrated covers in the aisle. Of course, the protagonists on them are Nike’s signing stars. The other is the well-known “creative kitchen”. Nike compares the development of new technologies to “cooking”. This is their design and R & D base. Under normal circumstances, outsiders are not allowed to enter the “creative kitchen”. Even if they enter, they are absolutely prohibited from shooting and taking pictures, because any object in it may be a trade secret worth millions of dollars. Fortunately, this time, the reporter can not only go deep into the “creative kitchen”, but also shoot the scene of its R & D.

Among them, the most interesting thing for reporters is the R & D device related to basketball shoes. Actually, thissuitIt is not only used in sports product development, but also in video game design. In a house surrounded by black cloth, the designer asked the testers to wear black tights, paste many light emitters, and then make various moves to play basketball as needed. Because the room is equipped with multiple infrared detectors and connected with the computer next to it, each action of the tester will be accurately recorded by the computer. Based on this, the designer can understand the performance of the product in detail and make appropriate improvements.

Maybe I’ve never been watched by so many people. The testers didn’t do well – many shots were lost. Finally, even the designer couldn’t help laughing: “Hey! Relax, don’t be embarrassed!”

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