When users step into the shoe, their heel will hit a sensor. The athlete then can press two buttons on the side that adjust the grip. But Nike says that in the future, it won’t be manual. The sensor could sense when the user needs to have the shoe tighter or looser.
Nike Inc. has unveiled its first power-lacing sneaker — it allows users to make the fit looser or tighter laces by pressing buttons on the side of the shoe.
The world’s largest sportswear brand, based in USA, unveiled the sneaker along with some other innovative products on Wednesday at a media event in New York.
Nike is focusing mainly into personalized products and services, and after these innovative products, they are forecasting a sales target of $50 billion in annual revenue by the end of its fiscal 2020 year. As for the last fiscal year they reported $30.6 billion in revenue.
Besides power-lacing sneakers the other innovations Nike launched include “anti-clog traction,” which uses technology that prevents mud from sticking to the soles of soccer cleats.
Nike also unveiled a new Nike Plus app, an all-access pass for athletes. The app, available in June, connects to its suite of apps that include running and training aids and provides access to Nike experts.
Nike’s President & CEO, Mr. Mark parker said in the press conference: “We’ve entered a new era of personalized performance,”
“Today, athletes want more than just a dash board. They want a relationship.”
The self-lacing sneaker, which is called “Nike HyperAdapt 1.0,” will be out starting the holiday season and will only be available for members of its loyalty Nike+ app. It will be available in three colors. The price was not revealed.
An industry Analyst said on the launch “The adaptive lacing system is an excellent first step towards truly adaptive personalized footwear”.
Media Bites Editorial – Amad ul Hassan
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