Interview: Tobie Hatfield on the Science of Sport
For Nike, their heritage is found on the track, as they pair design, innovation and science to allow athletes to achieve their goals. We spoke with Tobie Hatfield, Director of Athlete Innovations and Explorations at Nike about his long history with the brand and approach to bringing the best out of athletes.
Since Hatfield’s early days working in shoe development in the 1990s, he has played an integral role at Nike. Contributing to the development and growth of Nike Free technology, he was also a key figure in the evolution of barefoot running.
Innovation is at Nike’s core, with a centralised ambition of allowing athletes to meet their goals. Hatfield and his team in Nike’s Innovation Kitchen explore technologies to progress the future of sport, working with athletes as they develop new solutions. As they work beyond the restrictions of their own industry, the results of looking to other areas has progressed the careers of many iconic athletes.
f. How do the disciplines of product development, engineering and design merge in the development of a shoe?
TH. We always start by listening to the athletes. We gather insights about how we can help athletes perform better. From there, many minds help create the product, from designers to engineers, each bringing a different skill set to the table.
In so far as form and function, the two are interwoven. At Nike there is a principle of, “don’t just make it new, make it better.” The uniqueness and purity of Nike’s innovations lead us to new aesthetic expressions. We don’t go back and add on styling to our designs as an afterthought – it is built into the way we solve problems.
f. You’ve been responsible for the development of some of Nike’s most iconic pieces. How do you challenge yourself and the development process to keep your ideas progressive?
TH. We are always innovating and looking for new ways to improve performance.
Athletes are our inspiration, so I never get the designer’s equivalent of writer’s block. We are constantly working with them, asking questions, and studying how new innovations can bring solutions to the athlete.
f. How do you use the ideas and materials sourced from other industries, such as furniture and automotive, to better the products you develop?
TH. We focus on the future of sport innovation, from advanced products to new materials, to find new and better ways of serving the athlete. We collaborate as a team of Nike designers, engineers and forward-thinkers to work on advanced product, new materials and methods of making across footwear, apparel and equipment.
f. When discovering a new technique or material, do you experiment intuitively or with a product in mind?
TH. We do experiment, but our objective is always grounded in improving athlete performance. We always start with a challenge or athlete insight in mind, and this drives our innovation.
f. What did you feel when celebrating 10 years of the Nike Free this year?
TH. It’s a wonderful milestone for us at Nike; however there’s no time for us to celebrate. We’re always thinking ahead, and about how the product is going to continue to evolve. Our learnings from Nike Free inspired our natural motion design ethos – designing for the body’s natural movement – and this ethos influences nearly everything we do now. Nike Flyknit is a great example of a technology inspired by natural motion.
f. How do you relate your own goals for Nike with the goals of the athletes you work with?
TH. Athletes constantly want to better themselves in their discipline. I want to help facilitate that – plain and simple. Our goals are aligned in that we are both in perpetual motion, constantly evolving and moving forward to improve.
f. What do you find the most rewarding part of your role?
TH. Hearing athletes perform in our shoes and then say “this is the best one yet!” is incredibly rewarding.
f. Over your time at Nike, how has the Nike Innovation Kitchen changed?
TH. Our research and development capabilities and capacity have increased dramatically overtime. We are now able to explore possibilities in a broader scope. With the advancement of technology, we are able to experiment in new ways and accelerate innovation. As we’ve grown our commitment has remained the same – to help athletes reach their potential.
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Hatfield will continue to work with the team at Nike with the aim of helping athletes around the world realise their potential. Over time, as these new technologies and developments reach consumers, Nike’s science will be available to support the athlete in all of us.
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