Mid January saw Nike launch a first-of-its-kind self-lacing sports shoe through a campaign that debuted on Twitch and then tied in to marketing activity around the NBA London Games.
The revolutionary new Nike ‘Adapt BB’ shoe shape shifts to optimise comfort and includes a built-in, power-lacing system and is also able to adjust its fit automatically to the wearer’s feet and can also be controlled via Bluetooth on the Nike Adapt smartphone app.
Launched initially via the gaming streaming network Twitch,
The future of the game is here.
Watch live on @twitch at 9AM EST. Pre-show starts now: https://t.co/N7Yqbn7gP2 #nikeadapt pic.twitter.com/DVL6vnewaX
— Nike (@Nike) January 15, 2019
the core launch spot debuted on 15 January and starred the Boston Celtics’ Jayson Tatum.
As well as the Celtics young small forward, the commercial features plenty of product close-ups as the shoes levitate and spin while mystical music plays in the background.
“The Future of the Game” is the tagline.
The campaign, which runs with the ‘Future Of The Game’ taglinbe, also runs across all the usual social channels.
Introducing Nike Adapt BB. Power laces for the perfect fit.
Pre-order now for a limited time only on https://t.co/bowoctlxR0 in the U.S. Arriving globally February 17: https://t.co/5cm5ou0XQC #nikeadapt pic.twitter.com/UDbUBK7HvK
— Nike (@Nike) January 15, 2019
The creative assets also aim to drive people the the product’s bespoke online web page at https://www.nike.com to learn more about it.
The shoes will have their professional sports debut at NBA London when New York Knicks star Frank Ntilikina will wear them in the game against the Washington Wizards.
Follwoing that London NBA game, Nike moved to a further phase of the campaign by rolling out a series of online spots featuring stars from its sports endorser stable showcasing the new hi-tech kicks. This series started with Ntilikina and Tatum,
before rolling out supporting videos featuring other Nike sports men and women.
As for the $350 shoe itself, by using either the app or the buttons on the side of the trainer, the wearer can input different fit settings in order for the shoe to adapt to different environments.
Plus, the in-built lights on the side of the shoe can also be adjusted to change colour via the app.
Designed primarily for basketball, these shoes can adapt as the foot swells during exercise (which can cause feet to change by up to a half a size).
“We picked basketball as the first sport for Nike Adapt intentionally because of the demands that athletes put on their shoes,” said Nike’s VP of Design Innovation Eric Avar at the launch event.
“During a normal basketball game the athlete’s foot changes and the ability to quickly change your fit by loosening your shoe to increase blood flow and then tighten again for performance is a key element that we believe will improve the athlete’s experience.”
Comment:
This is futuristic fun, but surely all this technology in a shoe must mean a motor and a battery that doesn’t long very long right?
Well, Nike says the battery will last up to two weeks on a single charge and it can be charged wirelessly through the soles or via on accompanying wireless charging pad.
A post promoting the launch from Nike VP of Innovation pondered why shoelaces, a technology he says dates back to 3,500 BC, aren’t obsolete yet.
We think it’s probably because they don’t require a battery or a charging pad!
But at least these new kicks mean we won’t have to bend over to tie our laces.
Hang on, doesn’t this all sound a touch familiar?
Didn’t Nike launch its ‘Mag’ self-lacing trainers, which first appeared in Back To The Future, back in 2016 (see case study) and in, err, 2011 as well (see case study).
Have we gone back to the future again?
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
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