As a brand, it's never easy to introduce a new identity to your users. So the thing is people never ever like change. To commit your users to a new logo is committing them to new behaviors, vision and etc.
Thomas Le is a designer from Boston who came up with this amazing concept for nike. Basically an exploration of modern upper technology (Flywire/Magwire) and how that could be interpreted with old methods of making such as weaving/braiding leather lace on a leather upper.
For more from Thomas Le visit behance.net/toomasle.