Nike’s breathing new life into athleisure and its new 24.7 apparel collection comes with a clear dual vision ensuring there’s still a strong athletic element via the backing of world-class British sprinter Dina Asher-Smith. 

And that new vision? “From sport to life. From mindset to movement. From the daily grind to daily comfort. Nike exists to serve athletes who bring the same energy and focus to everything they do — and need apparel that can keep up, around the clock”, says Nike.

Big statements need backing up so the US sportswear giant’s new range is designed to support the athlete’s “complete lifestyle, redefining sport style with an elevated, polished look”.  

It blends “life and sport in men’s and women’s apparel that’s versatile and distraction-free, tailored for all-day comfort, style and function”.

With it comes the usual raft of Nike advancements, unveiling two new technical materials that pair with the brand’s Dri-FIT technology “to offer a new standard of comfort in elevated, polished athletic style”.

ImpossiblySoft is a “refined, Spacer-knit” fabric with four-way stretch for comfort with a luxurious feel. The material’s featured in the collection’s women’s and men’s half-zip and crew-neck silhouettes, as well as a women’s jogger and men’s pant.

Meanwhile, PerfectStretch is a tailored, four-way stretch fabric that delivers “comfort and a polished look and feel”. The material is featured in the pleated skirt, wide-leg pant and woven shirt for women, and chino and five-pocket pant for men. 

Pieces from the collection come with locker loops inspired by gear hung to dry in the locker room and internal, heat-pressed product tags featuring the brand’s Total Orange stripe.

Women’s pieces come in Western (2XS – 2XL) and Asian (XS – 2XL) sizing, and men’s pants will be available in numeric sizing with slim and standard styles.

Already available online, it launches at selected retail locations on January 30.