dezeen Posted August 10, 2012 Report Share Posted August 10, 2012 Dezeen Wire: psychology is on an equal footing with technological advances when designing sportswear to improve an athlete’s performance, Nike‘s creative director for the Olympics Martin Lotti told the audience at a talk hosted by Dezeen editor-in-chief Marcus Fairs at the Nike+ House of Innovation at Selfridges last night. “It’s not just about lightweight,” he said. “It’s about looking good as well as the psychological element. We see performance on all levels: environmental performance, psychological performance, physical performance.” (more…) View the full article Link to comment Share on other sites More sharing options...
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