Nike is finally making the self-lacing shoes from Back To The Future
Nike has announced that it is finally making a production run of its self-lacing shoes first introduced 30 years ago, in the future, on 21 October 2015.
The shoes — which as everyone who made it through Back To The Future Day must know — were a fun sight gag which featured in the 1989 movie on the feet of Marty McFly, aka Michael J. Fox.
But despite several attempts to bring them back, including on limited edition run a few years ago (without the self-lacing part), it has not been possible for normal people to buy the curiously soft and slipper-like self-lacing shoes.
Sensing an opportunity for viral PR and possibly a small boost to its bottom line, however, Nike has relented, and says the power laced Mags will be released in Spring 2016.
“Although the project started as science fiction, we’re now proud to turn that fiction into fact,” said Tinker Hatfield, Nike VP of creative concepts and the original designer of the shoes. And no, it’s not just marketing — Nike says that the first pair of shoes has already been made and is “in New York City”, though exactly where (and why) was unclear until Fox showed up wearing them on Jimmy Kimmel Live (below).
In a nice twist, the “limited edition” self-lacing Mags will be sold at an auction to benefit the Michael J. Fox Foundation for Parkinson’s research, though Nike says its power laces will eventually make their way into different shoes when the tech is refined. “By imagining the future, we create it.” Nike CEO Matt Parker said. He added that the aim is to make “product that comes alive, with on-demand comfort and support when you need, product that senses you and adapts to you is right around the corner.”
“This innovation advances what was coined the Nike Mag’s “power laces,” combining the archetype invention with digital technology. The result is an individually responsive system that senses the wearer’s motion to provide adaptive on-demand comfort and support. But this is just the first iteration.
“Nike continues to test this technology across multiple sports, incorporating feedback into future game-changing footwear with unprecedented performance features that have the potential to impact athletes around the world.”