The shoe giant originally released its “Nike Air Mag” kicks in 2011 that were based on the futuristic shoes Marty McFly wore in Back To The Future II. But those did not have “power laces” that automatically tighten the shoe’s grip on your foot like what was portrayed in the movie.
The 2015 version, however, does.
Nike calls it an “individually responsive system that senses the wearer’s motion to provide adaptive on-demand comfort and support.” The company teased the announcement on Monday, sending this tweet to Back To The Future star Michael J. Fox:
.@realmikefox see you tomorrow.
— Nike (@Nike) October 21, 2015
Fox also received a letter from renowned Nike designer Tinker Hatfield, who designed the movie’s original shoe.
— Michael J. Fox (@realmikefox) October 21, 2015
Fox tried on the pair today, and sure enough, the self-lacing technology worked.
— michaeljfox.org (@MichaelJFoxOrg) October 21, 2015
Like the 2011 version, the 2015 Mag will only be available in limited quantity via auction, with proceeds going to the Michael J. Fox Foundation for Parkinson’s Research.
However, Nike said that it is testing the self-lacing system “across multiple sports, incorporating feedback into future game-changing footwear with unprecedented performance features that have the potential to impact athletes around the world.”
“By imagining the future, we create it,” Nike CEO Mark Parker said in a statement. “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 has always prided itself on innovation and that was evident when Nike COO Eric Sprunk joined us on stage at the GeekWire Summit earlier this month. Sprunk explained how it’s possible that customers will be able to download a file for a shoe and manufacture their new kicks at home with a 3D printer.
“Do I envision a future where we might still own the file from an IP perspective — you can’t just have anyone making a Nike product — and have it manufactured in your own home or we do it for you at our store?” Sprunk said. “Yeah, that’s not that far away.”