New Nike Technology may Point to Bright Future for the Industry

By Anna Marum | The Oregonian/OregonLive
Email the author | Follow on Twitter on March 17, 2016 at 5:00 AM, updated March 17, 2016 at 5:02 AM


One shoe laces itself at the touch of a button and another lets wearers walk more directly on air. Nike rolled out its latest footwear advances Wednesday, and financial analysts who follow the company were generally impressed.

“[Nike] appears to again have succeeded in its goal of ‘manifesting the unimaginable’ when it comes to enhancing athletes’ performance,” Baird Equity Research analysts wrote in a report.

“We are absolutely in the golden age of technology in the sneaker business,” said Matt Powell, sports industry analyst for NPD Group.

The highlights of Nike’s new lineup:

The HyperAdapt 1.0 (aka the Marty McFly shoe)

This shoe uses auto-lacing technology that enables the wearer to adjust the tightness of the shoe with the push of a button.

Updated Nike+ app

The update, available in June, will offer personalized product recommendations in an online store, along with reserved invitations to sneakers and guided workouts. The app will also seamlessly connect users to the Nike+ Run Club, Nike+ Training Club and Nike+ SNKRS apps.

Powell said the updated app is much more interactive and personalized than the current version.

This was “a huge bit of news” for Nike, he said, since competitors have been aggressive in improving their own digital-fitness initiatives.