Amongst all the competitive sportswear giants, Nike is upping its game with
a series of new apparel technologies and an improved fitness app.
Nike’s latest innovation is the all-new HyperAdapt, a trainer that ties its
own laces and uses digital, electrical and mechanical engineering designed
for movement. While it might sound complicated, “when you step in, your
heel will hit a sensor and the system will automatically tighten,” explains
Tiffany Beers, Senior Innovator, Nike, Inc., and the project’s technical
lead. “Then there are two buttons on the side to tighten and loosen. You
can adjust it until it’s perfect.” Think of it as a shoe with its own
in-sole computer and motor.
The self tying shoe will be released at the start of the upcoming Holiday
season for members of its loyalty Nike+ app. While prices were not yet
confirmed, it is expected to be released in three colour options.
Nike is keen to market its latest technologies ahead of the Rio Olympics
and the European football championships this summer. The company also
debuted sportswear made from lighter-weight and faster-drying fabric. US
200 meters gold medalist Allyson Felix also modelled ‘AeroBlades’, tiny
plastic points on socks and sleeves that are designed to reduce drag for
runners.
Nike’s running app also received a revamp and will be a multi platform app
to include showcasing its latest products. Chief executive Mark Parker said
the new app, set to launch in the US in June before going global, would
offer a more tailored service, including personalised product
recommendations and customised training tips. “We’ve entered a new era of
personalised performance. Today, athletes want more than just a dash board.
They want a relationship.”
The innovations come as Nike is developing more personalised products and
services, while focusing on reaching the goal of posting 50 billion dollars in
annual revenue by the end of fiscal 2020. It reported 30.6 billion dollars in
revenue for its latest fiscal year that ended in May.