Behind the Nike Zoom Hyperfuse Video
June 14, 2010 ⋅ Style ⋅ by L. Ruano ⋅ 21 Views

Shane Kohatsu and Fred Dojan of Nike’s Innovative Kitchen break down the concept behind the brand’s latest Basketball-centric technology in its Hyperfuse silhouette. As interesting as any of Nike’s recent developments, the design follows an aesthetic revolved around Chinese basketball players and their need for shoes that are lightweight, can hold up outdoors, and have great traction/breathability. Enjoy!

Source: Kenlu

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  • Justin

    I don’t know why people are getting all pissed at what Luke said. It’s pretty much true. The majority of people in China or most countries for that matter can’t see a logical reason in spending $150 on shoes, especially when they don’t make as much as people do here in the US.

  • Justin

    I don’t know why people are getting all pissed at what Luke said. It’s pretty much true. The majority of people in China or most countries for that matter can’t see a logical reason in spending $150 on shoes, especially when they don’t make as much as people do here in the US.

  • http://www.orido.com orido

    nice one Luke.

  • http://www.orido.com orido

    nice one Luke.

  • http://www.lucashutmacher.com Luke

    @Anon – economy citizen dollars…. the western world’s business ties are already massive, but that doesnt mean that people are making any money. when average monthly salaries are about $155 a month (source: http://www.worldsalaries.org/china.shtml), compared to $2,300 a month in the US, that means that Nike would have to go the Wal-Mart route to make any money – sell shoes in bulk for like $2 a pair. not gonna happen, Nike’s ‘economic ties’ to China are going to stay the same for a long time – put them under contracts to make the shoes & ship 98% of them to the West & leave the other 2% for the few rich people there.
    @hypebeast – you’re cool.

  • http://www.lucashutmacher.com Luke

    @Anon – economy citizen dollars…. the western world’s business ties are already massive, but that doesnt mean that people are making any money. when average monthly salaries are about $155 a month (source: http://www.worldsalaries.org/china.shtml), compared to $2,300 a month in the US, that means that Nike would have to go the Wal-Mart route to make any money – sell shoes in bulk for like $2 a pair. not gonna happen, Nike’s ‘economic ties’ to China are going to stay the same for a long time – put them under contracts to make the shoes & ship 98% of them to the West & leave the other 2% for the few rich people there.
    @hypebeast – you’re cool.

  • Anon

    Funny Luke, because in 2-3 years the Chinese market and economy will be the strongest in the world and the US/Europe will be begging with their tongue out like wet dogs trying to tie up some business relationships with the Chinese.

  • Anon

    Funny Luke, because in 2-3 years the Chinese market and economy will be the strongest in the world and the US/Europe will be begging with their tongue out like wet dogs trying to tie up some business relationships with the Chinese.

  • GuapDineros

    Fhuck Man .. the shoes is aesthecally ill.. We/i dont really fhucks wit runnin shoes but Nike basketball shoes is the fhuckin Crack/Venom.. but then the shoes are for ballin ‘ .. but they so phuckin Dope.. so u ball out $$$$$… we in recesssion .. or goin through cause nike is about ot hit us mad hard pause.. What im sayn is Damn whho/u wanna hoop in these shets but they dope enough to get stocked .. years later if u hoop in these shets we be lookin @ u like u major stupid ass .. shoe was stylin & a classic along wit buzz before it even droped .. Carajo .. Nike is basically some assholes they dont care about the users = crackheads .. we wanna stock these shets .. but they need to get hooped in .. we dont have monies for 2 pairs ///// puneta

  • GuapDineros

    Fhuck Man .. the shoes is aesthecally ill.. We/i dont really fhucks wit runnin shoes but Nike basketball shoes is the fhuckin Crack/Venom.. but then the shoes are for ballin ‘ .. but they so phuckin Dope.. so u ball out $$$$$… we in recesssion .. or goin through cause nike is about ot hit us mad hard pause.. What im sayn is Damn whho/u wanna hoop in these shets but they dope enough to get stocked .. years later if u hoop in these shets we be lookin @ u like u major stupid ass .. shoe was stylin & a classic along wit buzz before it even droped .. Carajo .. Nike is basically some assholes they dont care about the users = crackheads .. we wanna stock these shets .. but they need to get hooped in .. we dont have monies for 2 pairs ///// puneta

  • Benny Powers

    How ironic…..just in time for the WBC. Nike….what you did there, I see it.

  • Benny Powers

    How ironic…..just in time for the WBC. Nike….what you did there, I see it.

  • Lesliechow

    Oh wow!!!
    Why do they need to build up a story to justify everything they make???
    We know that you guys need to take over the biggest market in the world: China.
    But if you’re trying to seduce the chinese market, start to learn to recognise who’s chinese & who’s not.
    @ 00:41 shanghai looks a lot like Tokyo to me!!!
    This film director can’t make a difference between katakana from kanji?
    Mr Kohatsu should have notice that…
    You don’t need that the shoe looks cool & will be much cheaper to produce, lighter….
    So cut the crap explanation just make better product @ better price & people will buy them.

  • Lesliechow

    Oh wow!!!
    Why do they need to build up a story to justify everything they make???
    We know that you guys need to take over the biggest market in the world: China.
    But if you’re trying to seduce the chinese market, start to learn to recognise who’s chinese & who’s not.
    @ 00:41 shanghai looks a lot like Tokyo to me!!!
    This film director can’t make a difference between katakana from kanji?
    Mr Kohatsu should have notice that…
    You don’t need that the shoe looks cool & will be much cheaper to produce, lighter….
    So cut the crap explanation just make better product @ better price & people will buy them.

  • http://www.sygyzy.com sygyzy

    Did Kohatsu smoke a bowl right before the interview?

  • http://www.sygyzy.com sygyzy

    Did Kohatsu smoke a bowl right before the interview?

  • hypebeast

    to Luke:
    FUCK YOU BITCH!

  • hypebeast

    to Luke:
    FUCK YOU BITCH!

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  • suede wade

    great call Luke!

  • suede wade

    great call Luke!

  • nirun

    the mesh material provides a nice balance between durability (less surface area/more flexibility) and breathability.

    My primary outdoor ball shoes are still the Lebron 3′s, they’re hella durable, provide awesome support, but are comprised mainly of synthetic leather so my feet become more prone to blister from all the moisture.

    synthetic leather will always be more durable/wear more gracefully imo

  • nirun

    the mesh material provides a nice balance between durability (less surface area/more flexibility) and breathability.

    My primary outdoor ball shoes are still the Lebron 3′s, they’re hella durable, provide awesome support, but are comprised mainly of synthetic leather so my feet become more prone to blister from all the moisture.

    synthetic leather will always be more durable/wear more gracefully imo

  • http://www.lucashutmacher.com Luke

    umm… the reason that the Chinese play in hiking boots and loafers is because they cant afford $150 shoes…

  • http://www.lucashutmacher.com Luke

    umm… the reason that the Chinese play in hiking boots and loafers is because they cant afford $150 shoes…