Coinciding with the introducing of their new Free Hypefeel running shoe model, Nike have started promoting their latest design ethos - Nike Amplified. The principle focuses on the body in motion and is driven by scientific data and athlete insights. "Adding positives. Removing negatives. Nothing more. Nothing less. Designing for what nature would have done if nature knew what we wanted the human body to achieve." This three-minute video is narrated by VP of Nike Global Design, John Hoke, and the video gives us a unique insight into the inner workings of the company and the lengths they go to in order to create unique and effective products. Watch above.