Nike Launches Technical Apparel Innovation Upgrade, FIT ADV

Nike‘s latest technological breakthrough in its apparel innovation evolution sees the sportswear brand add FIT ADV to their repertoire.

Labels under Nike’s FIT category, also known as Functional Innovative Technologies are garments that often feature specific functions including Dri-FIT which keeps the wearer cool and dry, while wicking away sweat, Storm-FIT to protect from the wind and the rain, and Therma-FIT which is meant to keep in the warmth in the lower temperatures. FIT ADV is described as the “new pinnacle of Nike apparel performance.” Nike claims that with FIT ADV, fans will be receiving designs that feature elevated tech and more superior materials that have gone through additional and much more rigorous testing protocols of FIT.

FIT ADV brings in the most in-depth of athlete insights and sports science research, applying the knowledge to its latest designs which are engineered to ensure sports-specific tailoring functions. Designed with the movements of the athlete in mind, FIT ADV will be available in a number of Nike’s high-performance apparel collections. From the brand’s lifestyle collections to performance pieces for running and training and even the latest ACG line, FIT ADV is applied to ensure athletes are at the focus. Nike’s VP of Apparel Innovation, Janet Nichol talks about the “advance” portion of the tech stating, “It’s the ability to get incredibly specific and prescriptive about where technologies need to be, and then to have a little fun with how those technologies show up — say, highlighting the cooling zones with a pop of color, which, visually, can be compelling and beautiful.”

Stay tuned on Nike for more FIT ADV releases.

In other Nike news, Yoon Ahn has given a sneak peek at the AMBUSH x Nike Air Adjust Force.