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Nike Design Chief Wants ‘Epic’ Shoes and Wants Them Now

Chief innovation, design and product officer Phil McCartney is reworking Nike’s running category, which has struggled to fend off rising competition from brands like On and Hoka.
In August, Nike released 1970s-inspired iterations of its most popular performance running shoes.
Nike is telling its designers, engineers and scientists to "create epic shit."

For decades, Nike Inc. told its customers to Just Do It. Now its designers, engineers and scientists have their own mantra: “Create epic shit.”

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