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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.
62 l New-Tech Magazine Europe