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"In an interview with Yahoo! Singapore, Zainudin (Nordin, FAS President) reiterated that the S-league will not become a "poorer cousin" once the LionsXII start their Malaysia Cup campaign."

Wednesday, May 14, 2014

[Feature] "Hypersense: The Art and Science of Modern Football" by Nike

(This entry is made possible by the arrangement of Zeno Asia, the PR agency for the event)

The main hall of the exhibition 
When ten players in the Brazilian national team wore Nike football boots back in 1994 that eventually saw them went on to win the World Cup back then, people would think the American sporting giants' association with the world's most popular game only begun that year.

In actual fact, Nike's involvement with football traced its roots back in 1971 when they launched their first model (named "The Nike") that featured the Swoosh and were sold by Blue Ribbon Sports before material defects caused the discontinuing of the production shortly after the launch.

Following the staging of the World Cup on American soils in 1994, Nike decided that it was the right opportunity to make their presence felt in football through their cutting edge innovations and they never looked back since.

Thus, the "Hypersense: The Art and Science of Modern Football" exhibition in the ArtScience Museum at Marina Bay Sands showcases the evolution of the footballing products by Nike following that year.

The Brazil team jersey for the World Cup
In this exhibition, visitors are given an insight on how Nike's incorporation of both arts and their various innovations into their products like boots and football jerseys.

With a number of teams going to be outfitted by them in the coming World Cup in June, the designs of the jerseys also included elements to reflect the cultural characteristics of each team.

"For example, the "Y" neckline of the Brazil team jersey is to reflect the Brazilians' laid back, easygoing nature and their life revolvment around football." explained Aryn, the "Ekin" (product specialist) from Nike who gave a guided tour of this event to this blogger.

The concept of Nike FC
Part of the tour also led to the introduction of the "Nike FC" concept that was introduced in 1994 that counts some of the biggest names of the game as part of this club from the early days like Luís Figo, Fabio Cannavaro to the recent inclusion of Neymar Jr., Jack Wilshere and Dani Osvaldo.

The concept of "Nike FC" is to enforce the thoughts of having the "style, daring to do whatever it took to bring victory to their teams and nations. To honor the all-or-nothing approach of these athletes," with a series of lifestyle products to compliment that belief (such as shoes, jackets, etc.).

Visitors at the exhibition are also given the opportunity to try out the latest football boots from Nike - "Mercurial Superfly" and "Magista Obra".

"Magista Obra" (lime) with "Mercurial Superfly" (red)
The former is due to make its debut on the field by Portuguese superstar Cristiano Ronaldo when he and Real Madrid are set to take on their crosstown rivals Atlético Madrid in the UEFA Champions League Final later this month, while the latter model is conceptualized with inputs from Barcelona’s Andrés Iniesta.

The event is still ongoing till this coming Sunday (18th May) from 10am to 7pm daily at the Level Four of the ArtScience Museum with the admission is free.

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