Nike ups its game with new high tech launches

Amongst all the competitive sportswear giants, Nike is upping its game with a series of new apparel technologies and an improved fitness app.

Nike's latest innovation is the all-new HyperAdapt, a trainer that ties its own laces and uses digital, electrical and mechanical engineering designed for movement. While it might sound complicated, “when you step in, your heel will hit a sensor and the system will automatically tighten,” explains Tiffany Beers, Senior Innovator, Nike, Inc., and the project’s technical lead. “Then there are two buttons on the side to tighten and loosen. You can adjust it until it’s perfect.” Think of it as a shoe with its own in-sole computer and motor.

The self tying shoe will be released at the start of the upcoming Holiday season for members of its loyalty Nike+ app. While prices were not yet confirmed, it is expected to be released in three colour options.

Nike keen to market technology ahead of Olympics

Nike is keen to market its latest technologies ahead of the Rio Olympics and the European football championships this summer. The company also debuted sportswear made from lighter-weight and faster-drying fabric. US 200 meters gold medalist Allyson Felix also modelled ‘AeroBlades’, tiny plastic points on socks and sleeves that are designed to reduce drag for runners.

Nike's running app also received a revamp and will be a multi platform app to include showcasing its latest products. Chief executive Mark Parker said the new app, set to launch in the US in June before going global, would offer a more tailored service, including personalised product recommendations and customised training tips. "We've entered a new era of personalised performance. Today, athletes want more than just a dash board. They want a relationship."

The innovations come as Nike is developing more personalised products and services, while focusing on reaching the goal of posting 50 billion dollars in annual revenue by the end of fiscal 2020. It reported 30.6 billion dollars in revenue for its latest fiscal year that ended in May.