Nike 24.7 apparel launches with sprinter Dina Asher-Smith

Nike has launched a new apparel collection delivering "unmatched innovation" for athletes called Nike 24.7, with British sprinter Dina Asher-Smith fronting the campaign.

The collection centres around two new technical materials that pair Nike’s Dri-FIT technology with a "new standard of comfort in elevated, polished athletic style".

‘ImpossiblySoft’ is a refined, ‘Spacer-knit’ fabric with a four-way stretch used for new 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 utilised for a pleated skirt, wide-leg pant and woven shirt for women, and a chino and five-pocket pant for men.

Jaclyn Safley, GM Global Nike Training, Women’s, said: "Nike Training is dedicated to supporting athletes to be better – whether for sport or life. The Nike 24.7 collection embodies this commitment, delivering unmatched innovation with performance materials, ultimate comfort and an elevated fit thoughtfully crafted for every body and every move."

Dina Asher-Smith added: "As an athlete, I want to feel confident, comfortable and strong in what I’m wearing – on and off the track. What I wear is more than just clothing. It’s an attitude and a reflection of who I am, and it impacts how I perform.

"The Nike 24.7 collection has truly raised the bar. The fabrics feel and look soft and luxurious, and the tonal branding is beautiful. The pieces have become my new favourites because they blend performance and style in a way that feels really authentic and effortless."

Pieces in the collection pay homage to Nike’s rich heritage in sport, with locker loops inspired by gear hung up to dry in a locker room, as well as internal heat pressed product tags featuring the brand’s ‘Total Orange’ stripe.

While the collection launched on the Nike website on 25 January, it won’t hit select retail locations until 30 January.