"More Than Warmth"

9 November 2023

60s

Let's get cosy.

This Chinese commercial draws attention to Nike's Therma-FIT, Therma-FIT ADV, and Storm-FIT ADV gear. Therma-FIT must be for those who prefer their winter jackets to be advanced, but not too advanced. Before we get bogged down in semantics, let's how research and development and extreme weather collide in Nike's world.

Pop science rather than hard science is the order of the day here, like when an insulated woman's core body temperature means she's able to pop corn with her hands. Elsewhere, a man stands tall even when robot arms fling snowball after snowball at him (Maruxa Alvar's production design is on point throughout).

The result is a fun, fantastical look behind the scenes of a madcap Nike factory, and it's been beautifully realised by director Henry Schofield.

China

Sportswear