Forget about slipping out of your shoes because of loose laces or feeling pressure from too-tight tying when doing those sprints.
Nike Inc. has unveiled its first power-lacing sneaker — it allows users to make the fit looser or snugger on the fly by pressing buttons on the side of the shoe.
The world’s largest sportswear brand, based in Beaverton, Oregon, unveiled the sneaker along with a host of other innovations Wednesday at a media event in New York.
The innovations come as Nike is digging deeper into personalized products and services, while focusing on reaching a goal of posting $50 billion in annual revenue by the end of its fiscal 2020 year. It reported $30.6 billion in revenue for its latest fiscal year that ended in May.
Other innovations Nike highlighted 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.
"We’ve entered a new era of personalized performance," said Mark Parker, Nike’s president and CEO. "Today, athletes want more than just a dashboard. They want a relationship."
Nike says that the potential for shoes with adaptive lacing is huge because it provides tailored-to-the-moment custom fit.
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.
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.
能自动系带的运动鞋，名为“Nike HyperAdapt 1.0”。将在今年的圣诞节期间上市，而且仅特供给耐克APP的忠实用户们。这款运动鞋有三种颜色可供选择，但是目前售价还是一个迷。
"The adaptive lacing system is an excellent first step towards truly adaptive personalized footwear," said Matt Powell, sports industry analyst at NPD Group Inc., a market research firm.
市场研究公司NPD Group Inc的体育产业分析师马特·鲍威尔说：“这个适应性的鞋带系统为适应性个人定制的鞋袜领域迈出了辉煌的第一步”