Luxury & Fashion

Nov 1, 2016

HyperAdapt 1.0 - SHOES THAT TIGHTEN THEMSELVES

After the unmeasured success in the movie «Back to the Future II», the market watches the arrival of the HyperAdapt 1.0, sneakers with laces that tighten when the heel steps on a sensor. It is the latest invention by Nike, Inc., a brand that turns myths into reality.

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Those who have seen the movie «Back to the Future II» certainly remember the shoes worn by Marty McFly with laces that automatically tightened themselves. What seemed exclusive to a movie is now a reality. Nike, Inc. presents the HyperAdapt 1.0, tennis shoes that will revolutionize the market. According with the vice-president for Design and Special Projects, Tinker Hatfield, «it is really a new experience». Tiffany Beers, Senior Innovator, says it is «a myth come true».

The HyperAdapt 1.0 adapt to the foot thanks to the incorporated digital, electrical, and mechanical technology. The athlete activates a sensor located at the heel by stepping on it, and the laces automatically tighten. If they need to make adjustments, there are two buttons for that purpose. The brand believes that this system can help runners, as it allows the adjustment of the shoes to the foot, in accordance with the floor, the duration of the practice or the competition.

Nike anticipates "tomorrow"

The idea came after a meeting between Tinker Hatfield, who dreamed of the project, and Tiffany Beers, who took care of its implementation. According to the vice-president of the company «innovation at Nike is not about dreaming of tomorrow. It's about accelerating toward it». He adds yet that, «the team is able to anticipate the needs of athletes and to present a reality before others have even begun to imagine it».

The HyperAdapt 1.0 come to challenge the way people look at sports. Not having to worry about tightening the laces can provide freedom for the athlete, and reduce distractions. Small adjustments allow consistent and adaptable locks to the foot of each person, a factor that Tinker Hatfield considers «an important step, because feet undergo an incredible amount of stress during competition».

Tiffany Bears took on the challenge of the vice-president, and, meanwhile, Mark Parker, president & CEO of Nike, joined the project, because, they consider that «HyperAdapt 1.0 is the starting point to a more sophisticated place». The process began with the gathering of a group of engineers who tested various theories, which came together in Tinker Hatfield's aim: to put the technical components in a small space, one that could move with the body and absorb the impact from the athlete. After about two years, several prototypes, and experiences, the team presents the HyperAdapt 1.0.

The potential

For the vice president, the potential of this new product is great. «It is amazing to consider a shoe that senses what the body needs in real-time. That eliminates a multitude of distractions, including mental attrition, and thus truly benefits performance». In the HyperAdapt 1.0, the adjustment is still controlled by the athlete, but the aim is for it to be automatic, allowing the symbiosis between foot and shoe.

The HyperAdapt 1.0 feature a battery that lasts about two weeks. The lights indicate the functioning of the motors and the battery status: blue colour indicates that the battery is full, while red means that it needs recharging. The charger works through a magnet on the sole, and the battery takes three hours to charge.

This new product simplifies gestures that, for many, can be difficult, and that pass through the seemingly simple act of tying the laces. Here, there is a bet on quality of life. «No one has any idea of what it is like to put on shoes that have automatic laces», says Tiffany Beers. The product will be available in specific Nike retail stores in the United States of America (USA). From November 28, there is the possibility to try on, and buy this product that promises to revolutionize the market.

Nike, Inc. gives special emphasis to invention. That is why they develop products, services and experiences for the modern athlete, always bearing in mind the challenges of the future. The brand was founded in 1972 and is headquartered in Beaverton, Oregon, USA.


Contacts – Contactos:

http://www.nike.com
media.relations@nike.com - EUA e mundo: 1-212-367-4447
Reino Unido e Europa: - media.europe@nike.com 
Telefone: +44 (0)207 578 0560 
Nike World Headquarters, One Bowerman Drive, Beaverton, OR 97005, Telefone: 1-503-671-6453

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