Self-lacing Nikes on sale — for a big price

The Nike HyperAdapt 1.0

It costs a pretty penny if you don’t want to tie your own shoelaces. Those who want their shoes to work for them now have an option, thanks to the Nike HyperAdapt 1.0, a technological marvel of a sneaker with “adaptive lacing.”

A limited number of Nike+ app users will have early access to the shoes, which will retail at $720, starting November 28 through the “Reserved for You” feature. Then the shoes will go on sale to the public starting December 1 at the Nike Soho store and the Nike+ ClubHouse at 45 Grand, both in New York, where consumers can also learn about and trial the new shoes.

The adaptive lacing technology automatically adjusts when the wearer puts them on. The shoe utilizes deep research in digital, electrical and mechanical engineering to fit each athlete.

“When you step in, your heel will hit a sensor and the system will automatically tighten,” explained Tiffany Beers, senior innovator, Nike, Inc., and the project’s technical lead, on the Nike site. “Then there are two buttons on the side to tighten and loosen. You can adjust it until it’s perfect.”

The technology is supposed to eliminate the undue pressure caused by laces being tied too tight and slippage from loose laces.

The HyperAdapt 1.0 will be available in black/white-blue lagoon and metallic silver/black-white colorways.

On its website, Nike said that information regarding the “booking of appointments for experience and purchase of the Nike HyperAdapt 1.0 will be available at Nike.com” and through the Nike+ app.

Later in December, the shoes will become available through the Nike+ app and select Nike stores in the US.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.