Original title: Can liberating hands sneakers capture consumers with “one-step” and “auto-lacing”
China Business Daily/China Business Network (Reporter Jie Yuxing)Nike tried hands-free pull-on sneakers for the first time in an attempt to free consumers’ hands. A reporter from China Business Daily found that in fact, more and more sports brands have begun to abandon shoelaces and use new technologies to create sports shoes that are easy to put on and take off.
On February 2, Nike launched its first hands-free pull-on sneaker Go FlyEase. Public information shows that Go FlyEase consists of two segments, which are in a bent “open” state before wearing. When the user steps on the foot, the shoe “closes” and wraps the foot. When you take off your shoes, step on the heel of the other foot with one foot, and the shoe becomes “open” again.
Some netizens said that this shoe can be called “the gospel of lazy people.” Some netizens said that this kind of shoes is a real “one step.”
The picture shows a foreign host introducing Go FlyEase. Screenshot from the foreign variety show “Jimmy Tonight Show”
According to media reports, Go FlyEase’s design inspiration is to some extent inspired by the culture of taking off shoes before entering the house in Asia. Nike designers have found that many consumers are used to stepping on the heel of the other shoe with one foot when taking off their shoes, so that the other foot can slide out. The whole operation does not need to use both hands and bypasses the steps of unlacing the shoe.
Before the release of this pair of shoes, Nike has been paying attention to the technology of “removing the laces”. The relevant person in charge of Nike introduced to a reporter from China Business Daily that in 2015, Nike launched FlyEase shoelace technology, which was originally developed to help disabled people who have difficulty wearing and taking off shoes. It is reported that FlyEase uses a wraparound zipper, which is pulled from the heel near the back of the shoe so that the feet can slide in and out easily.
In 2016, Nike launched its first pair of self-lacing multifunctional sports shoes for the mass market, Nike HyperAdapt 1.0. The sensor at the bottom of the shoe will tighten the laces according to the pressure, and the upper button can also adjust the degree of tightness. There is a charging indicator to indicate the power, which is full of science fiction.
In 2019, Nike launched Adapt BB, its first basketball shoe with automatic lacing technology, and also launched the Nike Adapt App. Consumers can use their mobile phones to adjust the tightness and record exercise data.
The above-mentioned person in charge stated that the brand took the lead in applying Nike Adapt technology to the sport of basketball because basketball players have complex requirements for the performance of sneakers. In a basketball game, the needs of athletes’ feet will change. Sometimes they need to relax their feet to promote blood circulation, and sometimes they need to re-tighten the shoelaces, which is essential for improving athletic performance.
Subsequently, Nike released four more shoes with this technology, namely Adapt Huarache, Adapt Auto Max, Adapt BB 2.0 and Air Jordan 11 Adapt. Shoelace elasticity adjustment equipment has been expanded from mobile apps to mobile phone voice systems and smart watches.
It is reported that after the launch of Adapt BB and Adapt BB 2.0, the domestic sneaker circle set off a panic buying trend, and many sneaker enthusiasts purchased such sneakers at high prices.
Sneaker enthusiast Zhang Yuqing (pseudonym) once bought a pair of Adapt BB 2.0. He told the China Business Daily reporter that when playing basketball, he felt the grip, support and wrapping of this shoe are very good. But because the sole is equipped with a motor, which increases the weight of the sneaker, this shoe is heavier.
“At present, the popularity of this series of sneakers is not too high. On the one hand, due to the price, the price of nearly 3,000 yuan has discouraged many consumers; on the other hand, many consumers are not professional basketball players. The requirements are not high.” Zhang Yuqing said.
At present, more and more sports brands use more cost-effective BOA automatic lacing technology, such as the Xingyue basketball shoes released by Anta in 2020, and Wade’s Way 9 released by Li Ning in January 2021. This technology uses steel wire instead of traditional shoelaces, and a circular knob is used to adjust and control the tightness.
Clothing industry expert Zhao Xiaolin told the China Business Daily that a series of new technologies such as automatic lacing have increased the value of sports shoes, and products with a sense of science fiction and black technology will be more attractive to consumers. He believes that sneakers without laces are just the beginning, and more intelligent sneakers will be launched in the future.Return to Sohu to see more
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