Nike’s New Power Lacing Shoes Commercial is Here

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Nike has unveiled a new look at the company’s brand new power lacing shoes they’re an entirely new line called the HyperAdapt 1.0.

On this model, you’ll be able to step into the shoes, hit a sensor in the heel, and the shoes will automatically tighten. There are buttons on the sides that allow for customization so you can manually tighten and loosen them with a few quick pushes.

Nike's New Power Lacing Shoes

Tinker Hatfield, one of Nike’s designers and the company’s VP for Design and Special Projects, had this to say in a statement on Nike’s website:

The potential of adaptive lacing for the athlete is huge, Hatfield adds, as it would provide tailored-to-the-moment custom fit. “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.”

He concludes, “Wouldn’t it be great if a shoe, in the future, could sense when you needed to have it tighter or looser? Could it take you even tighter than you’d normally go if it senses you really need extra snugness in a quick maneuver? That’s where we’re headed. In the future, product will come alive.”

The shoes will be available during this year’s holiday season only for Nike+ members, and they’ll be in three colors.

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