Nike has announced a significant restructuring of its innovation divisions and unveiled four new technologies as part of a strategy to reassert its market leadership. The company is creating a unified innovation engine called “NIKE, Inc. Sport Offense.”
This new engine combines the research and development teams from Nike, Jordan Brand, and Converse into a single unit focused on athletic performance. These announcements are the first significant product reveals since CEO Elliott Hill returned from retirement in September 2024 to replace John Donahoe. Hill has instituted a “Win Now” strategy to return Nike to its athletic foundations after the company experienced six consecutive quarters of declining revenue and lost market share to competitors such as On and Hoka.
The company introduced Project Amplify, described as the world’s first powered footwear system. The system integrates a lightweight motor, a drive belt, and a rechargeable cuff battery with carbon-fiber plated running shoes to provide what Nike calls “a second set of calf muscles.” Developed in partnership with robotics company Dephy, Project Amplify is designed for everyday athletes who run at a 10-to-12-minute-per-mile pace. The technology aims to improve their pace to 10 minutes per mile and make uphill running feel like moving on flat ground. “Project Amplify started with a single question: What if we could find a way to help athletes move faster and farther with less energy and a lot more fun?” said Michael Donaghu, VP of Create The Future, Emerging Sport and Innovation. During its development, the system was tested by more than 400 athletes over a total of 2.4 million steps. A consumer release is planned for the coming years.
Nike also debuted its first footwear based on neuroscience, the Mind 001 mule and the Mind 002 sneaker. Each shoe contains 22 independent foam nodes designed to stimulate sensory receptors in the feet to enhance focus. These products were developed by Nike’s new Mind Science Department and are scheduled for release in January 2026. The Mind 001 will be priced at $90, and the Mind 002 at $145.
For apparel, Nike revealed the Therma-FIT Air Milano Jacket, which will be worn by Team USA athletes at the 2026 Winter Olympics in Milan. The jacket features A.I.R. (Adapt. Inflate. Regulate.) technology, which allows the wearer to adjust the temperature in real-time by inflating or deflating air within the garment’s baffles. This provides a level of warmth ranging from that of a hoodie to a mid-weight puffer jacket.
Additionally, the company presented its Aero-FIT cooling technology, which provides more than double the airflow of previous materials to address the challenges of rising global temperatures. The technology is set to debut in football kits for the 2026 FIFA World Cup, where extreme heat is anticipated in 14 of the 16 host cities. Aero-FIT is also Nike’s first elite performance apparel made entirely from textile waste through an advanced chemical recycling process.
Phil McCartney, Chief Innovation, Design and Product Officer, stated that the new unified structure involves nearly 1,000 designers working across Nike’s 1-million-square-foot innovation facilities. “By uniting our creation organization across Nike, Jordan and Converse, we’re accelerating progress and fully leveraging our strengths to deliver epic products that make athletes better,” McCartney said.
