Royale + Echolab: Nike Tech Fleece
Posted in: cg, vfxupdate: Audio by the always impressive Mr. Gavin Little, aka Echolab.
Check out the latest work from Nike Sportswear and long-time collaborator Royale, a digital design company with offices in Los Angeles and Seattle: Tech Fleece: “Inside the Innovation”
Royale’s incredibly detailed CG animation takes us on a fantastic voyage of the design and execution process of a hoodie, from threads being woven on a high-tech, circular-knit loom to its perfect fit on a person’s body. Nike Tech Fleece is a unique thermal fabrication that merges a smooth jersey with a synthetic spacer to create “Warmth Without Weight.”
“Nike wanted a piece that shows how an equal amount of technology goes into building its street wear as does its footwear,” said Brien Holman, ECD/Partner at Royale. “The actual process of creating such a lightweight fleece is what we wanted to focus on. We built a CG loom that would realistically spool hundreds of thousands of threads into one piece of fabric. The Tech Fleece Hoodie is constructed within this loom, giving extra attention to the elements that make it unique.”The spot is running online at sites such as YouTube and throughout Nike’s media channels, which include its retail store screens, outdoor media and Nike.com. Royale’s effort supports the launch of the Nike Tech Pack: Tech Fleece debut Fall/Holiday 2013 Collection, which is now available at Nike
Sportswear retailers and Nike.com. Tech Fleece evolves the fit, feel and function of Nike’s most iconic sportswear silhouettes—such as hoodies, crewnecks and zip-up sweaters—to the fabric.
