Nike HyperAdapt 1.0 and New App Revealed

Nike+HyperAdapt+1.0+and+New+App+Revealed

Nike, the world’s biggest sportswear firm, is launching a new version of its Nike+ running app that offers users preferential access to the hottest new sneakers, raising its game as competition heats up in the fitness tracking business, stated reuters.com/.

According to Nike, the “plus” in the title “now equates to ‘personal,'” thanks to the customized springboard experience of Nike+. The first tab in the app will showcase an always-updating list of stories — from training tips to product releases — that will become more personalized over time the more Nike+ is used. The My Store tab will let users purchase Nike products from within the app, while the Services tab will guide them to the nearest physical Nike store and even let them book a 1:1 product reservation, reported macrumors.com/.

The Nike+ app will learn and store your shoe size, shirt size, pant size, favorite sports, favorite colors, and favorite Nike-sponsored athletes. This allows it to offer apparel tailored to you in a tab called “My Store.” Under the “Feed” tab you’ll see editorial content, such as dribbling tips from NBA star Kevin Durant, or news about a new shoe.

Under “Inbox,” you can be sent a message containing a “golden ticket,” which will only be accessible on mobile, that allows for early purchase of a new shoe. There is a mobile payments angle under the “Pass” tab, Nike gives you a personal QR code, which you can scan at a Nike store to check out faster when you’re buying that new shoe.

And finally, under the “Services” tab, you can access content from an expert directly from your phone—experts from Nike’s stable of elite athletes, coaches, trainers, and designers—or sign up for a Nike event, like a group run, or even book an appointment to meet with an expert at a Nike store, where you can buy more shoes, wrote yahoo.com/.

A specific launch date was not given, but Nike said its new Nike+ app will debut on iOS in June 2016. Those who are interested in the new app and aren’t yet Nike+ members can sign up for the service today, stated macrumors.com/.

Also, welcome the Nike HyperAdapt 1.0, the first performance vehicle for Nike’s latest platform breakthrough, adaptive lacing. Nike CEO Mark Parker introduced it at the Nike Innovation 2016 event in New York City on Wednesday, October 21, 2015, stated Nike.com. The shoe translates deep research in digital, electrical and mechanical engineering into a product designed for movement. It challenges traditional understanding of fit, proposing an ultimate solution to individual idiosyncrasies in lacing and tension preference, according to nike.com/.

Functional simplicity reduces a typical athlete concern, distraction. “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.”

Throughout 2013 and 2016, Nike has made many numbers of projects, with prototypes and several trials, reported Nike.com. They introduced it to everyone at the Nike intervention, but it hasn’t been put on the shelves. The Nike HyperAdapt 1.0 will be available ONLY to members of Nike+ beginning Holiday 2016 in three colors, according to news.nike.com/. To become a Nike+ member and sign up for notifications about the Nike HyperAdapt 1.0, go to Nike.com.

But the sensor technology, something many brands and marketers are focused on this year, doesn’t simply tighten laces.  The shoe designer Tinker Hatfield and the President and CEO Mark Parker said the HyperAdapt shoe aims to give athletes the ability to quickly make small adjustments to how tight or loose their shoes fit, reported Nike.com. The shoe’s sensor tech will allow it to make “swift micro-adjustments” which will mean that “undue pressure caused by tight tying and slippage resulting from loose laces” won’t happen anymore. Inside the shoe is a self tying string on both sides, so when you push the tighten or loosen button, it will pull or loosen the string for your foot to be a perfect fit to the shoe, stated Nike.com. It will also allow consumers and athletes a new level of personalization, explained adweek.com/.

“That’s an important step, because feet undergo an incredible amount of stress during competition,” said Nike innovation chief Tinker Hatfield. “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,” according to adweek.com/.

Your heel will hit a sensor and the system will automatically tighten. There are two buttons on the side to tighten and loosen. It will include a bright blue light at the bottom heel where the sensor is, reported CNN.com. The shoe is a remake of Marty McFly’s self lacing shoes from “Back to the Future”. It is not out in stores, and has no price listed.

What do you think… Will you get a pair?