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Is The Hyper/Adapt The Shoe Of The Future?
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Is The Hyper/Adapt The Shoe Of The Future?

Is The Hyper/Adapt The Shoe Of The Future?

Nicholas Tice / Contributor

Last October, the social media world came together to celebrate “Back to the Future Day” in honor of the iconic film that immortalized the Oct. 21, 2015 date. The film was released in 1989, and screenwriter Robert Zemeckis tried to predict what the year 2015 would be like. He successfully foretold the use of drones, big screen televisions, video chatting, and even controller-free video games. 

But one of Zemeckis’ boldest predictions was a pair of self-lacing Nike basketball shoes.

Nike finally fulfilled Zemeckis’ shoe fantasy when the shoe company presented the HyperAdapt 1.0 at its annual Nike Innovation Summit on Wednesday. 

This revolutionary shoe automatically tightens to the foot when the sensors in the shoe’s heel are touched. The shoe also has two buttons that allow you to adjust its tightness. Set to hit the market during the holiday season this year, the HyperAdapt self-lacing shoe will truly be the first of its kind.

News of the upcoming shoe release broke on the company’s website and Twitter page, but it was Cristiano Ronaldo’s Instagram post that made the biggest impact. The Spanish soccer icon’s post showed him trying the shoes on for the first time and becoming the first Nike sponsored athlete to do so. 

Needless to say, it drew a massive amount of attention. The video post on Ronaldo’s page, which has nearly 52 million followers, drew nearly 650,000 likes, 17,000 comments and more than two million views.

This is just the tip of the iceberg for how the HyperAdapt will be marketed to consumers. With a long wait until holiday shopping kicks off, Nike will have plenty of time to build excitement around their shoe of the future. The shoe company is only allowing Nike+ members to purchase the shoe when it hits the market in an attempt to gain more members for this branch of their company. Available in three different colors, the HyperAdapt 1.0 is sure to revolutionize the shoe industry over the next several years.

Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers. 

 

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