爱思英语编者按:耐克发布新技术-能自动系鞋带的运动鞋,带你了解事情的真相。 
 
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Forget about slipping out of your shoes because of loose laces or feeling pressure from too-tight tying when doing those sprints.
 
鞋子因绑得太松而滑落,或者会因冲刺时绑得太紧带来过度压力,这些都将成为过去。
 
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.
 
耐克公司已经发布了自己的第一双自动系带的运动鞋——用户跑步时,通过按压鞋子侧面的按钮就可以调节鞋带到合适的松紧程度。
 
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.
 
世界上最大的运动品牌耐克公司,位于俄勒冈州俄勒冈州比佛顿,于星期三在纽约一场媒体发布会上发布了这款运动鞋和其他一些新品。
 
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.
 
耐克公司越来越注重个人定制产品与服务上的创新,并且目标是在2020财政年达到500亿美元的收入。在上一个财政年的五月份末,耐克公司公布了其高达306亿美元的收入。
 
Other innovations Nike highlighted include "anti-clog traction," which uses technology that prevents mud from sticking to the soles of soccer cleats.
 
耐克强调的包括“anti-clog traction”在内的其他创新,是应用了一种防止泥浆阻塞鞋底的技术。
 
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.
 
耐克还发布了新的Nike Plus的应用——一个为运动员专门定制的使用套餐。这个应用在六月份上线,它会连接到自身的应用组件上,在这些应用组件上耐克运动专家可提供跑步和训练指导。
 
"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."
 
“我们已经进入了一个新的个人化定制展示的时代” 耐克公司的总裁兼首席执行官马克·帕克说到。“现在,运动员不仅仅需要一个冰冷的训练设备,他们需要的是关系。”
 
Nike says that the potential for shoes with adaptive lacing is huge because it provides tailored-to-the-moment custom fit.
 
耐克说适应性鞋带系统的市场潜力是巨大的,因为它能为客户量身定制一款自己的产品。
 
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.
 
当你穿上这双鞋,脚跟儿就会碰触到感应器。运动员就能按鞋边上的两个按键去调节松紧到合适程度。
 
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”