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Should JB Hi Fi Start Selling Wireless Charged Nike Shoes?


Should JB Hi Fi start selling Nike shoes?

The target audience fit for JB Hi Fi is spot on and the release of a new high-tech shoe called Nike Adapt BB, which are specifically designed for basketball sports lovers runners and walkers is a potential big revenue earner for retail partners.

The new shoe that automatically tighten or loosen with a press of the button is also linked with an app they are set to deliver excellent margin for both Nike and retail partners with the shoes set to sell in Australia for over $500.

The ‘Back to the Future’ sneakers with ‘power laces’ can be controlled from a smartphone, they will go on sale on February 17th and are tipped to sell out instantly.

Nike has said that users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging or walking in.

The shoes will require charging, and each pair will come with a recharging mat that you put the shoes on similar to a smartphone wireless charger.

‘We picked basketball as the first sport for Nike Adapt intentionally because of the demands that athletes put on their shoes,’ says Eric Avar, Nike VP Creative Director of Innovation.

‘During a normal basketball game, the athlete’s foot changes and the ability to quickly change your fit by loosening your shoe to increase blood flow and then tighten again for performance is a key element that we believe will improve the athlete’s experience.’

When a person steps into the Nike Adapt BB, a custom motor and gear train senses the tension needed by the foot and adjusts accordingly to keep the foot snug.

The sneakers are modelled on the self-lacing shoes Marty Mcfly wore in Back to the Future II

The latest shoes would be the first from the company that pair with a smartphone to control the laces, though the mechanics of the connection remains unknown.

Nike has previously experimented with the technology, having launched a range of range of automatically lacing shoes in its HyperAdapt range in 2016.

The company unveiled the Nike HyperAdapt 1.0, which automatically tighten when the wearer’s heel hits a sensor.

A photo of the 54-year-old actor trying on the first pair of the Back to the Future-inspired sneakers was shared on Twitter overnight by the Michael J. Fox Foundation For Parkinson’s Research.

Nike released a limited range of McFly’s Nike MAGs with manual laces in 2011, and earlier in 2015 – the year Back To the Future II was set in, Tinker revealed the power laces would arrive soon after.

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