Nike has unveiled a new shoe concept, called Nike Adapt BB, that tracks performance in real-time, self‑tightens ‑ there are no laces ‑ and is adjustable via an app.
The Washington Post reports that the products carry sensors, and accelerometers that can give Nike a full, personalised snapshot of its owner's performance.
They will need recharging every two weeks.
The shoes, with their data‑tracking capability, present customers with a choice about privacy ‑ if they opt not to share their data, they'll miss out on a lot of the product's capabilities.
The company is starting with basketball shoes, which will sell for $740.
Nike's director of global footwear innovation says it's the start of a new day.
Watch me change the color of the lights on the Nike Adapt BB. 📱 pic.twitter.com/jMoPQoAnTR— Anton Roxas (@MrPureBusiness) January 15, 2019
He says it's like they are moving from footwear to firmwear.
They say that it’s like having two smartphones strapped to your two feet.
Though Nike has seen rapid growth in apparel sales, shoes still accounted for 61 per cent of the company's US$36.4 billion in revenue last fiscal year
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Nike’s new Adapt BB shoes lace themselves pic.twitter.com/ivmFpAuSPl— Reuters Top News (@Reuters) January 17, 2019