With age comes dignity, or so the saying goes. And with the world's leading sportswear brand, it's kinda starting to ring true. Now that Nike's been around for 30 years, infiltrating and dominating equipment sales in almost every major sport, they're starting to venture into the fashion world. Well, not very deep into it -- they're launching a "lifestyle" line called Nike Sportswear.

Apparently, the company is finally ready to acknowledge that everybody who wears Nike isn't a winner -- or even an athlete. The brand has been so fixated on smashing its way into every sport from football to golf to hockey, that they're just now waking up to the fact that even non-athletes want to wear their stuff purely because they're brand loyal.

Unlike Puma and other brands that seems to go back and forth between Urban streetwear and serious sports equipment, Nike has been riding the sports technology gravy train since its advent in the late 70's. Now days, Nike is starting to rehash it's old 'retro classics' like the Air Force 1 -- a hip hop culture staple -- which are selling online for thousands of dollars. The new line features sporty(ish) pea coats, leather belts, and even trendy military-style caps.

Nike is even adapting an Air McFly, to harken back to it's beautifully executed product placement in the Back to the Future movies. Company spokespeople are quick to deny that Nike is going through a transition into the fashion industry, but they are definitely looking to target the urban subcultures. Does that mean tracksuits with "Nike" silk screened in Old English letters? We think so. From the article:

"We do know that not everyone who wears Nike is an athlete or wearing it for sport and that's why this new collection is more style-led – it's sport remixed for the street, casual-wear seen through a sports lens."

[via Jezebel]