Nike
Product Innovation

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Brand Development + Product Innovation + Event Marketing

Nike Aeroloft’s Olympic Debut
A Category-Defining Leap from Performance to Prestige

Nike’s identity has always been rooted in performance but with the launch of Aeroloft and White Label, the brand took an unprecedented leap into high fashion. SmartMagic helped craft the narrative, design, and strategy that transformed this launch into a category-defying moment. In doing so, we created a new business solution for the iconic brand.

Close-up of a black jacket with reflective strips and dots.
Close-up of black quilted fabric with eyelet detailing
Futuristic black jacket with reflective strips and Nike logo
Person wearing a shiny red and blue puffer jacket with hood in profile view against a blue background.
Back view of a person wearing a shiny blue puffer jacket with a hood against a blue background.
Three people wearing silver jackets with "USA" and American flags on them, facing away.
Close-up of a silver jacket with "United States Olympic Team" patch and Nike logo.
A person wearing a white Nike hoodie with the logo on the chest.
Nike Aeroloft apparel technology announcement on Hypebeast, featuring an image of a black puffer vest with Nike logo, introduced in 2013.
Article from Women's Wear Daily (WWD) titled "Nike Gets Exclusive With High-End Label" about Nike's introduction of a high-end collection called White Label, featuring formfitting designs, large-scale prints, and vibrant colors. The collection will be available in select specialty stores and is priced higher than standard offerings.