Nike : Matthew Williams Continues Dalliance with Data

'For this collection, we used computational algorithms to create the camouflage pattern,' he says. Camouflage, of course, traditionally derives from nature. With data, Williams is able to toy with hidden-in-plain-sight natural shapes to arrive at a new motif.

The pattern isn't just trend-driven (Williams views camouflage as season-less and always relevant) but also appropriate to one of the functional purposes of the products: equipping athletes for what Williams describes as 'really hardcore outdoor training.' He's thinking of things like flipping tires, hauling sandbags uphill and traversing obstacle courses. But, understanding holistic training, he's also thinking adaptability between varied fitness pursuits - lifting, sprinting and taking group classes.

To that end, there's a mix of Sherpa fleece, two-in-one pants, utility vests and detachable hoods. Everything is about multi-functional use. Data also informs the paneling on the tops. 'When you're running, you get wet mainly the top of your shoulders, so we ensured rain coverage in that spot,' Williams explains.