It’s Back to the Future Day today, and the future is officially here. It began last night with a cryptic tweet from Nike to Michael J. Fox saying “see you tomorrow.” Less than 24 hours later, Fox was sharing a hand-written letter from Tinker Hatfield, who let the Back to the Future actor know he’d be the first recipient of a pair of self-lacing Nike Mags. That was followed in short order by a photo showing Fox wearing a pair of the space-age kicks, and then a too-brief video depicting the same.
Now, Nike has unveiled the release details for the shoe that was developed under incredibly unique circumstances. As Nike CEO Mark Parker puts it, “We started creating something for fiction and we turned it into fact, inventing a new technology that will benefit all athletes.” That particular technology is what Nike calls “power laces,” featuring an individually responsive system that senses the wearer’s motion and consequently provides adaptive, on-demand comfort and support. The 2015 Nike Mag with power laces will be available exclusively via auction, with all proceeds going to the Michael J. Fox Foundation for Parkinson’s Research. The specific details on the auctions will be posted in Spring 2016.
Got the drop on Freshness . . .