Tag: London 2012 Olympics

Psychology "absolutely critical" to sports design
- Nike's creative director for the Olympics

Marcus Fairs interviews Martin Lotti at Nike+ House of Innovation

Psychology is on an equal footing with technological advances when designing sportswear to improve an athlete's performance, Nike's creative director for the Olympics Martin Lotti told the audience at a talk hosted by Dezeen editor-in-chief Marcus Fairs at the Nike+ House of Innovation at Selfridges last night.

"It's not just about lightweight," he said. "It's about looking good as well as the psychological element. We see performance on all levels: environmental performance, psychological performance, physical performance." More »