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The Nike machine has kicked into overdrive in recent weeks. It's easy to get caught up in the madness of the modern boot world, but the recent arrival of the Nike Premier has pulled on the heartstrings of every nostalgic boot lover. They're a welcome reminder of how the game used to be.

While in Rio for the launch of the Nike HyperVenom, the SoccerBible team had the chance to chat to two of Nike's Football's head honchos. Speaking exclusively to SoccerBible, Phil McCartney (VP Nike Football Footwear) and Martin Lotti (VP Nike Football Design), broke down the concept behind the Nike HyperVenom.

The bar has been set. For the launch of the HyperVenom Nike held nothing back. We were told to expect something special as we flew out to Rio. Nike know how to build hype (you might have noticed) and this time it worked. The world watched as Neymar unveiled the HyperVenom in front of a media frenzied crowd.

Nike promised us something special and they delivered. Taking place in a converted industrial building in Rio de Janeiro, this is where they launched their latest defining moment. Nike creative chiefs from Trevor Edwards (executive VP), to Phil McCartney (Nike Football Footwear VP) to Martin Lotti (Nike Football Creative Director) were all in town, along with a special appearance from Neymar.

"If Nike were a country, it would be Brazil." That's what we're hearing a lot here in Rio de Janeiro, and it's easy too see why. This is Nike territory, even if their Samba superstar is leaving leaving for the Camp Nou. Neymar, or

We don't know what kind of cafeteria food they're feeding the designers at adidas HQ, but the three stripes are cooking up some crazy innovations like there's no tomorrow. Yesterday we spent the day at the #adidaslab in central London and having already heard rumours of a sub 100g football boot, were fairly excited.

To help launch the new England home shirt, Nike called on the services of Arsenal duo Alex Oxlade-Chamberlain and Jack Wilshere. Both players returned to their boyhood clubs to award one youngster with the honour of becoming the first in the country to get their hands on the jersey.

In typical Nike fashion, the new partners of the England national team have put together a brief promo video staring England no.10 Wayne Rooney as the lead "actor". The slow-motion video gives little away, showing Rooney strolling through the tunnel as he makes his way to the pitch.

Dani Alves has enjoyed in his own words, a "curious" relationship with adidas - maybe because he's returned to the brand where it all began for him. Barca's buccaneering right-back is considered one of the best in the world, which explains adidas' decision to give him a spot in their Nitrocharge commercial. Not least for his unquestionable persona.

Spanish playmaker Javi Martinez has lived up to his hefty price-tag since signing for Bayern Munich last season. The combative midfielder has emerged as a dominant weapon for the Bundesliga champions. An imposing player with raw physicality, Martinez is a perfect fit for the new adidas Nitrocharge.