LOOK: Nike is upgrading their selections with Fit Adv
Expect more apparel that are function-focused
Ever wonder what the word “FIT” meant on your Nike pieces? No, it does not mean “in-shape” or correct fitting, it actually means Functional Innovative Technologies. Garments with “FIT” are focused on function, Dry-FIT to wick away sweat, Storm-FIT to protect from wind and rain, and Therma-FIT to keep one warm.Now, the brand is upgrading this innovation with FIT Adv, which the brand described as “pinnacle of Nike apparel performance.”
“When you buy a garment with the hangtag ‘FIT Adv’—that’s ‘FIT Advanced’—you’re getting the absolute best that Nike has to offer in both performance and athletic apparel,” shares Janett Nichol, VP of apparel innovation.
FIT Advanced is described as a system of elevated technologies in digital design such as body-mapped engineering and functional designs that are tailored to specific sport, movement, and lifestyle. Through Nike sports research lab, the brand’s designers are able to collect athlete insights and collate it all into digital computational designs.
“That’s where the ‘advanced’ comes in. 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,” Janett adds.
Currently, FIT Adv is available in Nike’s performance products but come fall, for the first-time ever, FIT Adv feature will be existing from lifestyle collections to performance apparel, and Nike’s newest ACG line
