Nike is a brand recognized for its constant reinvention in the field of shoe design.

This is a brand that identifies with the future needs of its customers and designs for that given demographic. In the past, the company has challenged technology and traditional needs, this time is no different.

On November 28 of this year, there is a new player entering the field, the Nike HyperAdapt 1.0, available in select Nike stores across America by appointment only. So far, Nike has successfully been marketing the shoe as exclusive and one of a kind. This new sneaker is meant to mold to the shape of the wearer as soon as they take their first step in the shoes, thus naming it “the first ever self-tying shoes”. Users can also adjust the laces on the side to be as tight or loose as they prefer. In addition to not having people worrying about untied shoe laces, this pair of shoes can aid individuals struggling with certain disabilities.


The Nike HyperAdapt 1.0 has been an ongoing project since 2013.  Senior Innovator Tiffany Beers and Vice President for Design and Special Projects Tinker Hatfield, who spearheaded this project, are quite pleased to have designed a final product that has such a great capacity to change the way athletes perform, providing a unique custom fit that can easily adjust to any movement with the click of a button.


In the video linked below, Beers and Hatfield discuss the struggles and successes of creating such a technologically new and advanced shoe. They explain the brainstorming behind this specific design and how they accomplished the final functions for the product. Furthermore, they go on to explain how long and how often the shoe requires to be charged in order to complete those functions. It is truly fascinating to be able to watch an informative ‘Behind the Scenes’ video of how this innovative project all came about, resulting in an authentic use of marketing.


Pricing for the Nike HyperAdapt 1.0 is currently unknown.