Nike's automatic lace-up shoes can predict the future?

In March 2016, Nike first announced the sneakers with automatic laces. The final idea was to produce a shoe that can relax or tighten as the foot moves.

“In the future world, sports products can change with the changes of athletes.” Nike’s own innovation engineer, Tiffany Beers, describes the future of sports that Nike predicts. And this future seems to have been waving to people through the HyperAdapt 1.0 sneakers that Nike has just released.

According to the media, after ten years of research, Nike first announced the automatic shoe lace sneakers, HyperAdapt 1.0, in March 2016, and officially released on December 1st, US time.

The sole of the shoe has an internal cable system. When the wearer wears the shoe, the sensor on the heel will sense the human foot and the cable will automatically tighten. When the shoe senses that the tongue touches the instep, it stops tightening. On both sides of the shoe, Nike has two buttons that allow the user to manually adjust the tightness. A battery is also embedded in the shoe to power the system. As the shoes are sold along with charging devices, Tiffany Beers says it takes 3 hours to charge for 2 weeks.

Items in the Nike HyperAdapt 1.0 package

The ultimate idea of ​​Nike is to produce a shoe that can be relaxed or tightened as the foot moves. Although the current version 1.0 of HyperAdapt can't do this, at the very least, people who wear shoes can save a lot of trouble, and don't bother to re-lace their shoes.

This product has been instigating the hearts of consumers since its announcement in March. However, even if it is now on sale, many people will be discouraged, not only because the shoes are only sold in the Soho Nike Experience flagship store in New York and Nike+ Clubhouse in New York, but also because the price of the pair of shoes is staggering $720.

However, the availability of HyperAdapt 1.0 is very limited, so their sales may not have a very large impact on Nike. In 2015, Nike sold 400 million pairs of sneakers worldwide. However, promoting sales is not the goal of HyperAdapt 1.0.

HyperAdapt 1.0 is more like a milestone in the future of Nike, representing the future of this company and even sports.

Nike spent years of manpower and material resources to carry out technological innovation, the purpose is not only to benefit only a few people. Nike made it very clear that such products may be the mainstream products of the future, and they will be the products that athletes chase.

The new hairstyle HyperAdapt 1.0 is priced at $720

A large part of the Nike brand value comes from their ability to innovate. Technology is advancing rapidly, and HyperAdapt technology, like Nike's Flyknit technology in 2012, demonstrates Nike's enthusiasm for technological innovation. Moreover, they do not hesitate to apply new technologies to the production of products, so that the newly released products avoid the old way of the previous products.

In the future, Nike will certainly develop more new technologies. In fact, Nike has just applied for a patent for an energy harvesting device and an augmented reality system.

In addition to highlighting Nike's advanced technology innovation, HyperAdapt is also sold in line with NTC's recent efforts to expand DTC (Direct-To-Customers, direct business). This time, Nike sells HyperAdapt through its own store, and later this month, consumers can purchase the new shoe through the Nike+ app and Nike's selected stores in the United States. While the previous new shoes were on sale, many things were done by retailers like Foot Locker. Like Nike's new flagship store in Soho, New York, Nike's move is also to strengthen their direct business. At present, sales from direct sales have accounted for 22% of Nike sales.

Although HyperAdapt is a revolutionary pair for consumers and Nike itself. However, people have doubts about whether such innovations should be exchanged for such high prices. After all, the price of $720 is a lot higher than the price of general sports shoes. In the future, along with the price of this shoe, the weight of the shoe needs to be reduced. Nowadays, because the engine and the battery are installed in the shoe, it is heavier than the general shoes.

According to the World Apparel and Footwear Network, when HyperAdapt was released in March, an analyst at Brean Capital had informed investors that an innovative product like HyperAdapt would increase Nike’s reputation and “rise the average selling price”. ". Nike has positioned itself as a high-end product in its industry. HyperAdapt confirms their own positioning.

However, this positioning seems to be in line with the general trend in the retail sector. According to the world clothing and footwear network, the current trend in the retail sector is that consumers have some polarization: on the one hand, they tend to spend money on high-end products, and on the other hand, they buy the cheapest products in the basic products. The field of sports shoes consumption is no exception.

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