Can Nike's Shoe Laced Shoes Foreshadow The Future?

"In the future world, sports products can change with the change of players."

Tiffany Beers, a self innovation engineer, describes the future of Nike's sports.

And this future seems to have passed the HyperAdapt1.0 just released by Nike.

Beckoning to people.

According to the world clothing and shoe net, after ten years of research, Nike first announced the first pair of sneakers HyperAdapt 1.0 in March 2016, and it was officially launched in December 1st in the US time.

Each shoe of this product.

There is an internal cable system. When the wearer wears the shoe, the sensor at the heel will sense the foot of the person, then the cable will automatically tighten.

When the shoe senses the contact of the tongue to the back of the foot, it will stop tightening.

On both sides of the shoe, Nike set up two buttons, and the user can adjust the tightness manually.

A battery is embedded in the shoe to supply the system.

As the shoes are sold together with a charging device, Tiffany Beers says that a charge takes 3 hours for 2 weeks.

Items in Nike HyperAdapt 1 packaging

Nike's ultimate idea is to produce a shoe that can be relaxed or tightened with the movement of human feet.

Although the HyperAdapt version of the 1 edition is not yet available, people who wear shoes at least can save a lot of trouble and do not bother to rearrange their shoelaces.

After its release in March, this product has been stirring up the hearts of consumers.

However, even if it is now on sale, many people will be discouraged, not only because this shoe is only sold in New York SOHO Nike experience flagship store and New York Nike+ Clubhouse, but also because the price of these shoes is shocking $720.

However, the sale volume of HyperAdapt1.0 is very limited, so their sales may not have a big impact on Nike.

In 2015, Nike sold 400 million pairs of sneakers worldwide.

However, promoting sales is not the goal of HyperAdapt1.0.

HyperAdapt1.0 is more like Nike's milestone on the road to the future, representing the future of this company and even sports.

Nike has spent years of manpower and material resources to carry out technological innovation, and the aim is not to benefit only a few people.

Nike is very clear that such products may be the mainstream products in the future, and will also be the products pursued by athletes.

The new HyperAdapt 1 sells for $720.

A large part of Nike's brand value comes from their innovation capability.

Technology is developing rapidly. HyperAdapt technology, like Nike's Flyknit technology in 2012, shows Nike's enthusiasm for technological innovation.

Moreover, they do not hesitate to apply new technologies to product production, so that new products can be released from previous products.

In the future, Nike will definitely develop more new technologies.

In fact, Nike has just applied for a patent for an energy acquisition device and augmented reality system.

In addition to highlighting Nike's leading edge in technological innovation, the way HyperAdapt is sold is also in line with Nike's DTC (Direct-To-Customers, direct business), which has recently been striving to expand.

This time, Nike sells its HyperAdapt through its own store. Later this month, consumers can buy this new shoe through Nike+ apps and Nike in selected stores in the United States.

Many of the previous sales of new shoes were done by retailers such as Foot Locker.

Like Nike's new flagship store in Soho, New York, Nike's move is also aimed at strengthening their direct business.

At present, direct sales have accounted for 22% of Nike's sales.

Although HyperAdapt is a revolutionary product for consumers and Nike itself.

But whether such innovation is to be traded at such a high price is doubtful.

After all, the price of 720 dollars is a lot higher than that of sports shoes.

In the future, together with the price of this shoe, we need to reduce the weight of the shoes.

Now the shoes are heavier than the ordinary ones because they are equipped with engines and batteries.

According to the world clothing and shoe net, when HyperAdapt was released in March, a Brean Capital analyst once told investors that innovative products like HyperAdapt would increase Nike's credibility and "raise the average selling price".

Nike has positioned itself as a high-end product in its industry.

HyperAdapt confirms their own position.

However, this positioning seems to be in line with the general trend in the retail sector.

According to the world clothing and shoe net, 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 will buy the cheapest goods in basic products.

Sports shoes consumption is no exception.

More interesting reports, please pay attention to the world clothing shoes and hats net.