On the 394-acre Nike campus in Beaverton, Ore., amid the six-acre Lake Nike and the beach volleyball court and the two main gyms and the hair salon, is the Nike Sport Research Lab. Signs at the entrance read: “You are in a Nike innovation space and we have some rules: No photography, no social media, escort all visitors, report suspicious activity.”

Put away your phone and go through the electronic gates, and you will find yourself in a long hallway made from the spongy material of a track, with a stripe down the center. “That’s our runway,” said Barry Spiering, Nike’s director of applied apparel research and a former research physiologist for the Army, during a tour. He was being literal — it was once the running track Nike used to measure athletes’ performance and its relationship to what they wore — but the other meaning of the word did not escape him.

Though much is being made this week of an athlete-studded event in New York to reveal Nike’s uniforms for this year’s United States Summer Olympic team as well as the company’s first self-lacing shoe, the HyperAdapt 1.0,and the Air Vapor Max Flyknit — a fusion of Flyknit and the Air sole with no foam or rubber in between — among other new products, sports and sneaker culture are only part of the story. After all, once you have the contract for the American Olympic team, not to mention the N.B.A., dozens of top tennis stars and assorted soccer teams, growth has to come from somewhere else. It is not an accident that Nike’s big reveal is being staged in Moynihan Station, an official site of New York Fashion Week, and was designed by Bureau Betak, the production company that has masterminded elaborate runway shows for Christian Dior, Roberto Cavalli and Michael Kors.

Fashion, Nike is coming for you.

The company has quietly, but systematically, been courting the fashion world since 2014, and fashion has been in something of a collective swoon in return. That was when the model Karlie Kloss fronted one of the Nike women’s campaigns, and it held a fashion show in New York where models such as Ms. Kloss and Joan Smalls walked alongside athletes like the tennis player Li Na and the marathoner Paula Radcliffe. Fashion editors from Europe and Asia flew in and sat in the front row, many with their Nikes on.