October 23, 2015
There’s been big hoo-haa this week surrounding the late 80s cult film, “Back To The Future II”. Why? Well, Marty McFly and Dr. Emmett “Doc” Brown went into the future to make sure McFly’s son doesn’t end up going to prison. Thing is, they set the date to 21 October 2015, and in this dystopian future, there were flying cars, hoverboards and self-lacing sneakers that, at the time when the film was released, seemed futuristic and possible. We’re here now and nope, we don’t have any of those; well except for one. Sort of.
About 30 years ago, Nike was given the task to create a pair of sneakers that would befit the inhabitants of an era that that was supposedly highly advanced (well look at us now). Their innovation team took up the challenge and created the Nike Mag – a pair of sneakers that incorporated a reinvented, state-of-the-art lacing system to complement the unparalleled design, becoming one of the most recognisable icons in pop culture to date.
These “power laces”, as Nike calls them, combines the archetype invention with digital technology, resulting in an individually responsive system that adjusts itself according to the wearer’s motion for adaptive on-demand comfort and support. This technology may not be available to the masses now, but we sure can dream of it. As Nike, Inc. President and Chief Executive Officer Mark Parker said, “We started creating something for fiction and we turned it into fact, inventing a new technology that will benefit all athletes.”
He added, “By imagining the future, we create it. 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.”
Nike visited Michael J. Fox on the morning of 21 October 2015, and presented the 2015 Nike Mag to the first and most celebrated wearer. Check out the video below as he gives it a go:
Excited? So are we. It might be a long road ahead until the self-lacing system is made available to everyone but hey, where we’re going we don’t need roads!
The 2015 Nike Mag is a limited edition release and will only be available via auction, with all proceeds going to the Michael J. Fox Foundation for Parkinson’s Research. More updates on Nike News and Nike’s Twitter in spring 2016.