Sew-and-stitch with designer Feng Chen Wang
Yasmin Suteja and Declan May, Culture Machine
Championing Her: Nike’s Resounding Pledge to Women Athletes Takes Center Stage
Athletes accessed specialized services, including masseuse treatments, innovative recovery technologies like cryotherapy, and cooling pools. Yet, Nike’s dedication transcended mere physical recuperation. The brand also provided avenues for self-expression, interactive games, personalized experiences, and sources of entertainment for both friends and family accompanying the athletes. In essence, Nike’s commitment to World Cup athletes extended beyond conventional sponsorship boundaries by elevating World Cup athletes’ performance, journey, and well-being.
And what better avenue to tap into creative energy than a sew-and-stitch afternoon? Participants had the unique opportunity to unleash their inner designers, crafting their own World Cup jerseys under the guidance of acclaimed designer Feng Chen Wang. Tania Flynn, Nike’s vice president of apparel design, encapsulated this spirit: “At Nike, we believe that if you have a body, you are an athlete. This belief extends across lifestyle, performance, and holistic fitness while embracing self-expression—we want to know what personal style is.” She continued, “I’m thrilled to discuss this new era of Nike women, where we’re fully embracing and serving all bodies, all types of movement, through creative expression.”
