Nike shows off self-lacing sneakers
Nike is taking innovation to a whole new level by unveiling its first self-lacing sneaker.
The world's largest sportswear brand, based in Oregon, showed off the sneaker along with a host of other new innovations at an event in New York on Wednesday (16Mar16).
After a decade spent securing patents, the company has unveiled the Nike HyperAdapt 1.0, the first to have "power lacing".
According to Nike, the shoe automatically adjusts to the athlete's foot, and can be adjusted by plus and minus buttons located on the sides of the sneaker. It will be the first mass-produced sneaker of its kind.
"We think this is going to change the way all shoes are made in the future," the shoe's creator and lead Nike designer, Tinker Hatfield, told U.S. business news network CNBC.
The shoe's stitching combines the FlyWeave and FlyWire technology that Nike has previously introduced
"This is our first effort," said Tinker. "We know it's not perfect but it's a big step forward."
Nike are already working on the shoes's second iteration.
The self-lacing sneaker will be out in three colours starting the holiday season and will only be available for purchase by members of its loyalty Nike+ app to begin with.
Footballer Cristiano Ronaldo appeared at the event, and was the first athlete to try them on.
In a video he posted on Instagram on Wednesday (16Mar16) the sportsman is seen slipping the sneakers on. The laces can be heard tightening up as the soles illuminated.
“Wow! Thanks @nike for letting me be the first athlete in the world to try the new HyperAdapt 1.0#nike2016#nikeinnovation,” Cristiano captioned the video.
The shoes are reminiscent of the ones seen in cult '80s flick Back to the Future, which saw character Marty McFly (played by Michael J. Fox) travel forward in time to 2015.
The innovations come as Nike is digging deeper into personalisation and focusing on hitting the $50 billion revenue goal by 2020.