football-boot

Our #colouroftheweek is Liquid Gold. In celebration of the World Cup Brazil, we look to the fluidity of this molten metallic for it’s light reflective qualities and liquid poured form. Seen here on the sole of the Nike CR7 Special Edition Mercurial Vapor IX, this liquid gold elevates design and form, and evokes the spirit of the FIFA World Cup trophy. Credit: Nike CR7 Special Edition Mercurial Vapor IX WGSN guides global and cultural colour direction. Our team of experts identify, analyse and predict key colours that will drive and influence the commercially successful products and services of the future.
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Puma finally release the new evoPOWER, after months of teasing (Balotelli’s newspaper boots, eh) and virals (short, documentary-esque shaky-cam ads). And it’s got a terrific promo advert. 

Best thing about Puma is that they don’t take themselves too seriously. Adidas are the seriousest of serious; while Nike make films, not ads.

The evoPOWER ad features Thierry Henry in a Bond-and-Q-esque situation, with footage of “field tests” with Cesc Fabregas and Marco Reus absolutely destroying all sorts of things with the help of their new boots. Cesc brings something down. 

And of course, new Puma signing Mario Balotelli makes an ominous appearance in the final seconds. 

This video helps introduce some of the evoPOWER’s new features, including padded foam (which curiously resembles a Nike CTR360 II’s, but at an angle) and a neat backbone-ish support on the sole. 

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Nike unveiled their new Flyknit-infused Mercurial Superfly IV football boot at this week’s World Cup innovation summit in Madrid. This is the brand’s fastest boot ever and who better to showcase it than the world’s best player, Cristiano Ronaldo. The Real Madrid superstar was on hand to introduce the new boot, sit for an interview and connect with select media folks that were at the two-day event. The biggest gains come for on-pitch speed. A new three-knit weave puts less material between the foot and the ball to enhance players’ touch, a vital element when operating at high speeds. The high-top Dynamic Fit Collar, which radically transforms the Mercurial silhouette, is designed to create a better fit and a heightened sensation of the boot as an extension of the foot. Superfly’s Brio cables are knitted directly into the upper and locked into the outsole, allowing the Superfly to act like a slingshot that helps propel the player forward.

Check out a brief video on the new Mercurial Superfly below, which will be available to pre-order at nike.com from May 26, and on sale from June 12.

Nike Flyknit Mercurial Superfly IV Boot Nike unveiled their new Flyknit-infused Mercurial Superfly IV football boot at this week’s World Cup innovation summit in Madrid.
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