Nike 6.0 Throws Its Jacket In The Ring With New Outerwear Line

Sierra Domaille

Nike 6.0 has been gaining a ton of momentum in the action-sports realm in general and in the snow world specifically. With new additions like Mikkel Bang and Peetu Piiroinen to the 6.0 footwear program, their kicks have rapidly becomes a force to be reckoned with for riders’ after shred footwear choices. Leveraging this momentum, Nike 6.0 has decided to take its show on the hill with a new outerwear line launching for the ‘10/11 season. While the looks won’t be available to retailers until then, the initial 6.0 outerwear team of Matt Ladley and Greg Bretz will debut the new line this weekend at the Dew Tour and we caught up with PR Manager Sierra Domaille to find out more about the launch, riders and the line’s distribution.

Why did you guys decide to get into outerwear now?

Nike has always been about supporting our athletes and the new generation of riders. We saw the opportunity to further serve the 6.0 riders by creating outerwear that meets their performance and style demands.

How will the team work? It seems like most of your riders already have outerwear sponsors?

Yes, true. We will continue to have riders that are only on 6.0 footwear and apparel, with a small team that will be riding for 6.0 outerwear. Riders that will be supporting the initial 6.0 outerwear launch  are Matt Ladley and Greg Bretz, who will really influence the design and performance of the outerwear collection. The 6.0 rider’s needs and opinions are paramount, so we always make sure that their voice is heard through our product.

Who will your target be?

6.0 is by nature inclusive and fun-loving. We will target riders who ride primarily in the pipe and park who are stoked, optimistic and value functional performance and on-trend style. Also, the entire 6.0 men’s and women’s line is created with an emphasis on eco-friendly materials. All the pieces (men’s and women’s) in the line use Nike Grind trims, which are made from recycled shoe materials. We are also using a lot of materials made from recycled shell fabrics and recycled liner fabrics which is a point of interest for some riders.

How will it be distributed?

The distribution will be a hybrid between action specialty shops, core snowboard and freeski shops.

What other opportunities do you see in the action-sports market?

For Nike 6.0, we want to make a difference by continuing to push our product to be more and more environmentally sensitive.