Nike among the world’s largest sportswear brand unveiled the First Self-lacing sneaker on Wednesday at a media event in New York.
Nike has unveiled its first self-lacing sneaker which allows users to make the fit looser or snugger by pressing buttons on the side of the shoe.
The innovations come as Nike is digging deeper into personalized products and services, while focusing on reaching a goal of posting $50 billion (Apporx Rs. 3,34,246 crores) in annual revenue by the end of its fiscal year 2020. It reported $30.6 billion (Approx Rs. 2,04,558 crores) in revenue for its latest fiscal year that ended in May.
Company also includes other innovations like “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.
Mark Parker, Nike’s president and CEO Said “We’ve entered a new era of personalized performance.” “Today, athletes want more than just a dash board. They want a relationship.”
Company says that the potential for shoes with adaptive lacing is huge because it provides tailored-to-the-moment custom fit.
Users heel will hit a sensor when users step into the shoe. The user then can press two buttons on the side that adjust the grip. However company 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.
The Nike’s self-lacing sneaker will be out starting the holiday season and will only be available for members of its loyalty Nike+ app.
The self-lacing sneaker, which is called “Nike HyperAdapt 1.0,” will be available in three colors and will be out starting the holiday season and will only be available for members of its loyalty Nike+ app. However the price of self-lacing sneaker not yet revealed.