Nike yesterday unveiled a self-lacing sneaker the company is calling the HyperAdapt 1.0, and wearers of the shoes "simply step into the sneaker and hit a sensor with the back of their heel that automatically adjusts the laces," according to Jeanette Settembre of the N.Y. DAILY NEWS. Each shoe has two "light-up, blue buttons on each side to tighten and loosen strings to the perfect fit" (N.Y. DAILY NEWS, 3/17). USA TODAY's Edward Baig notes the shoes are "expected out by the holiday season, but Nike hasn't announced pricing yet." The company has been talking about self-tying shoes "for more than two years," and it expects the shoe to "come in various sizes and for multi-purposes." The shoes are "battery-operated and use an inductive charge system and magnetic cup." They take "three hours to charge fully" (USA TODAY, 3/17). In California, Anne D'Innocenzio notes the sneakers were unveiled with "a host of other innovations" that come as Nike digs "deeper into personalized products and services." The company's goal is to post $50B "in annual revenue by the end" of FY '20. Nike also "highlighted anti-clog traction, which prevents mud from sticking to the soles of soccer cleats," and unveiled a new Nike+ app that is "an all-access pass for athletes" (ORANGE COUNTY REGISTER, 3/17). In N.Y., Vanessa Friedman in a Fashion & Style section piece writes Nike "is coming for" fashion. Though the company may not "overtly identify itself as a fashion brand" or be seen as a competitor to traditional runway brands, Nike is "increasingly one in the same" to consumers. Macy's last year surveyed people to find the "most Instagrammed fashion brands," and Nike was No. 1, with 47.7 million hashtag mentions (N.Y. TIMES, 3/17).
