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 »