Nike’s latest products represent ‘fundamental shift in how it serves consumers'
17/03/2016
He said the developments represent a “fundamental shift” in how it serves the athlete. “We’ve entered a new era of personalised performance. Athletes want more than a dashboard and data – they want a more personal relationship, one that gives them real solutions and total access to the best product and services.”
At an event New York City, Mr Parker debuted the innovations:
• Nike HyperAdapt 1.0 is the first step in the concept of adaptive lacing, delivers a fit that can be adjusted to the changing needs of the game. It will be available to purchase through the new Nike+ app.
• Since the advent of the Air platform 40 years ago, designers required foam and rubber to separate the Air and the foot for support and traction purposes. Now the barriers can be removed to create maximum feel and efficiency for runners.
• Nike Anti-Clog Traction helps prevent mud from sticking to the bottom of football boots with a new adaptive polymer. This premium traction helps players avoid the slips and excess weight that can separate victory from defeat by offering no distractions in all conditions.
He also unveiled the Nike+ app, which features “personal store” and coaching.
Mr Parker also discussed Nike’s design philosophy of creating footwear and apparel through an approach of head-to-toe product integration, known as System of Performance – details of which are expected today.
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