Nike Volt collection – another marketing win?

First Euro 2012 and now the London Olympic Games – Nike have come up trumps with a visually dominating footwear collection!

For those wondering what those luminous yellow running shoes that every athlete seems to be wearing at London 2012, can reveal that they are from the Nike Volt collection – a selection of footwear for events on the track, field and road!

Following on from the success of the Clash Collection in football, the Volt collection are visually dominating the games in Stratford – another huge marketing coup for the brand.

Martin Lotti, Creative Director at Nike, comments on the footwear: “Using the ‘volt’ colour for all of the Nike shoes in the athletics is designed to make a bold statement on sport’s biggest stage.

“We use the colourway across different styles and models of shoe for the elite athletes we sponsor, but we also use it in the shoes available to everyday runners, as part of our ‘track-to-street’ approach.

“At the same time, we take technologies from the sprint shoes, such as our dynamic flywire system, to everyday running shoes. Not everyone can compete on the track in London, but everyone can get the look and the technology those athletes use.”

The collection offers footwear for events on the track, field and road, including the Nike Zoom Superfly R4, Nike Zoom Victory Elite and Nike Flyknit Racer.

The Nike Zoom Superfly R4 fuses revolutionary Nike Flywire with a lightweight spike plate that has been proven on the track by some of the fastest runners in the world.

The Nike Zoom Victory Elite is Nike’s lightest, fastest 1,500 meter race spike ever, combining an ultra-responsive carbon plate with a dynamic Nike Flywire upper.

The Nike Flyknit Racer, worn by world champion marathoners, is lightweight (5.6 ounces for a size 9) and engineered for a precision fit, creating a feeling of a second skin.

Once again Nike have used a colour scheme to dominate a sporting event on a global scale!

What are your thoughts on the Nike Volt collection? Let us know in the comments section below or on our Twitter and Facebook pages.

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