The data-driven, purpose-led collection by Matthew M Williams mixes computer intelligence and human sensibilities, serving as an example of how the latest technology works best in tandem with human interpretation

We already know that data is one of the most important aspects of understanding the customer experience, but few companies are as good as Nike is at translating that data into products that tangibly address the needs of those who wear their garments. This week the sports apparel brand announced a new collection in collaboration with American designer Matthew M Williams that uses computational design to transform data into a new way of making patterns and manufacturing clothing.

The collection, which includes sports essentials like training shirts, trousers and accessories for men and women, was created using computer data of heat and sweat zones, as well as motion, which were then used to manufacture structural patterns that include advanced thermoregulation and biomechanics to keep the wearer cool and comfortable during activity. Keeping utility as a core design principle, the line also includes functional design elements, like detachable pockets, as well as items that offer fresh takes on classic items, such as Nike-branded double socks and a workout towel.

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At the same time, Williams emphasizes the importance of emotion working in tandem with data as core to the collection, resulting in what he calls an “organic feel” that maintains certain natural imperfections, contrasting with the sharpness and accuracy of the computer design. The women’s mid-layer tank, for instance, has a raw edge finish, while the men’s long sleeve top maintains a light bone color that mimics the human body. “You [still] need human beings to figure out how to interpret data in a great way,” said the designer in a press release. “The storytelling of how the product links to its use and bring an emotion to it into — tug on the heartstrings a little bit. That’s where I see my role.”

The Nike x MMW collection releases July 12.

Nike X MMW

We already know that data is one of the most important aspects of understanding the customer experience, but few companies are as good as Nike is at translating that data into products that tangibly address the needs of those who wear their garments. This week the sports apparel brand announced a new collection in collaboration with American designer Matthew M Williams that uses computational design to transform data into a new way of making patterns and manufacturing clothing.

The collection, which includes sports essentials like training shirts, trousers and accessories for men and women, was created using computer data of heat and sweat zones, as well as motion, which were then used to manufacture structural patterns that include advanced thermoregulation and biomechanics to keep the wearer cool and comfortable during activity. Keeping utility as a core design principle, the line also includes functional design elements, like detachable pockets, as well as items that offer fresh takes on classic items, such as Nike-branded double socks and a workout towel.