Looking beyond local cultural motifs, the collection was designed by its recently formed Local Product Creation team.

After appointing a new head of China, severing ties with local e-commerce distributors and launching NikeSkims in China, Nike is making another big move as part of its China turnaround plan with the launch of its first dedicated local line, developed by its newly formed Local Product Creation team.

Dubbed Local Creation Collections, the launch marks Nike’s 45th anniversary in China and takes a “designed in China” approach that moves beyond merely telling Chinese stories, according to Nike.

Co-creating with local manufacturers, the team was swiftly formed just over 120 days ago and based in Shanghai. Rather than “merely adding more Chinese elements” such as mandarin collars and qipao accents to sporty garments, the new collection — which spans the Nike Sportswear and Jordan Streetwear brands — is meant to reflect the local team’s on-the-ground lifestyle research.

“Grounded in Nike’s sport DNA, we bring consumer insight closer to every stage of creation — from design and development to production. Inspired by the lives, evolving needs and aspirations of young people across China, we are creating products shaped by the people who live here,” said Cathy Sparks, Nike’s new China head, in a statement.

“Sometimes the product doesn’t have to be super loud to create this emotional value,” added Flavia Cervantes, vice president of Local Creation for Greater China, who recently relocated to Shanghai.

“Through silhouette, material, tailoring and styling, we design to fit the contemporary Chinese rhythm,” Cervantes continued during a showcase at Shanghai Fashion Week.

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