Nike Hyperadapt 1.0’s are overdue
Nike recently has released the world’s first self-lacing shoe which is a concept from the movie Back to the Future II where Marty McFly (Michael J. Fox) wore the model that Nike later put their brand on. Nike released their version of the Air Mag on October 4, 2016 via raffle. Not many pairs were made and all of the money spent of the raffle was donated to the Michael J. Fox Parkinson’s Disease Foundation. A couple of months later, on December 1, 2016, Nike decided to drop the Nike Hyperadapt 1.0 which is similar in feature and design, but the sneaker is a low-top model.
There wasn’t much “hype” built up around the sneaker even though it was something no one had ever exactly seen before. Nike made this sneaker their highest retailed product they’d ever released sitting at $725 before taxes. The sneakers sell out, it really isn’t impressive because though they are limited, they are also about 100 times more available than the original Nike Air Mag has ever been.
The fact of the matter is that Nike waited too long to release this sneaker. Point. Blank. Period. With the movie releasing in 1989, Nike let 22 years go past before even releasing the non self-lacing pair of the Air Mag. So letting 6 more years go by didn’t exactly help the cause. Nike waited until they were in a crisis to release the shoe. The releasing of the Hyperadapt 1.0 isn’t really seen as a technological advancement, but more as Nike’s way of staying above water with them being recently dethroned by Adidas as face of the sneaker world.