New-Tech Europe | March 2016 | Digital edition

NIKE DEBUTS WAVE OF INNOVATION WITH ADAPTIVE LACING AND NIKE+ APP This afternoon Mark Parker, President & CEO, NIKE, Inc., took the stage in New York City to unveil an unprecedented breadth of innovation that includes: Nike Air VaporMax, the latest expression of a global icon; Nike Anti-Clog Traction, a mud-beating polymer; Nike HyperAdapt 1.0, which introduces the future of sport-informed adaptive lacing; and the new Nike+ app, a personalized service for athletes, and more. These products represent Nike’s unrelenting drive to not only exceed expectations but also inspire all athletes by manifesting the unimaginable. The Nike HyperAdapt 1.0 is the payoff of significant research into digital, electrical and mechanical engineering. Powered by an underfoot-lacing mechanism, the shoe proposes a groundbreaking solution to individual idiosyncrasies in lacing and fit preferences. That means the undue pressure caused by tight tying and slippage resulting from loose laces are relics of the past. Precise, consistent, personalized lockdown can now be manually adjusted on the go. Tinker Hatfield and Tiffany Beers, Senior Innovator, NIKE, Inc., led the project. Together with Parker, they envision a future where the product changes as the wearer changes, thus serving the needs of athletes instantaneously. This shoe is just the tip of

THESE PRODUCTS REPRESENT NIKE’S UNRELENTING DRIVE TO NOT ONLY EXCEED EXPECTATIONS BUT ALSO INSPIRE ALL ATHLETES BY MANIFESTING THE UNIMAGINABLE. that adaptive iceberg - one step closer to facilitating complete synchronicity between body and athletic footwear. The Nike HyperAdapt 1.0 is also just one of Nike’s significant statements inaugurating the “Era of Personalized Performance” introduced by Parker.

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