Nike HyperAdapt 1.0
April 14, 2016

Case Study: Nike HyperAdapt 1.0

We look into the design of the new lockdown laces on the Nike HyperAdapt 1.0, and the strategy behind the release!

Nike has taken a giant step towards the future with adapted lacing technology.  The HyperAdapt 1.0 series bears a pleasantly elegant reimagining of McFly’s high-tops from the futuristic movie classic Back to the Future.

One thing’s for sure, Nike never fails to impress the viewer in preparation for a product release. The beginning of the marketing procedure is to capture the imagination of potential buyers.

Marketing Strategy

The idea is to enhance creativity; not only are these laces the first self-tightening shoe laces but the shoes themselves are simple with a to-the-point-design, which is what many people love about Nike. Nike has incorporated both aspects into the video.

The other great marketing approach is that only Nike members can purchase these iconic shoes. While the initial release date is still to be confirmed, the HyperAdapt 1.0 will be the must-have shoe of 2016 and will only become more advanced over time.

How do the Nike HyperAdapt 1.0 work?

The shoe has sensors at the bottom that register the body weight and the position of the foot inside, and once the sensors complete the reading, a series of tiny pulleys will tighten to your measurements! The shoes are run with rechargeable batteries which take 3 hours to charge fully; however, once charged can last up to 2 weeks.

The wearer can adjust the tightness by pushing on a plus or minus sign on the left side of the shoe.

Nike HyperAdapt 1.0

“The MT2 Branding on the base of the shoe is inspired after the shoes designers:  CEO Mark Parker, Tiffany Beers and Tinker Hatfield.”

Known as “the first performance vehicle shoe”, this compelling vision uses the latest technology to bring automated lacing shoes to life! Due for release just in time for the 2016 Rio Olympic Games, these shoes are set to be a trend among athletes from all over the world.