Word: lottie
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Dates: during 2000-2009
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...challenge in the women's market concerns image. For men, Nike can snag Michael Jordan, tack his name onto a shoe and watch as pair after pair fly out of Athlete's Foot stores everywhere. For women, designers have to find another way to generate sales. Thus Martin Lotti, Nike's global creative director of women's footwear, travels the world seeking visual inspiration that he can combine with the company's technology. As he puts it, "If you have an ugly shoe, no one is going...
...trip to Bilbao, Spain, two years ago, Lotti was struck by the wildly spiraling metallic towers of the Guggenheim Museum. "It looked so different from everything around it," he recalls. "I wanted to do the same thing with a shoe." Eighteen months later, Nike unveiled the Air Max Specter, a slip-on sneaker with an upper sole of grooved, sinuous curves, available in the same titanium gray as the museum's exterior. The shoe became the season's No. 1 seller...