Nike restricts self-lacing trainers to app users

YEREVAN, MARCH 17, ARMENPRESS. Nike has unveiled its much-anticipated range of self-lacing shoes. It said the HyperAdapt trainers would be released to the public before the end of the year, “Armenpress” report citing BBC.

A pair of Nike-branded shoes with self-tightening laces featured in the 1989 filmBack to the Future II, but it was not until 2013 that the firm started trying to make real-world versions. In an unexpected move, the US firm has said that sales would be restricted tousers of its apps.

While some might see the self-lacing function as being more gimmicky than useful, the tie-in to the Nike+ software will help the company promote other goods to those curious about HyperAdapt.

Nike+ apps are currently focused on tracking data about users' activities and offering them training programmes. But from June, the platform will introduce personalized shopping recommendations and an online store.

"Nike has lost a fair bit of traction recently to sportswear upstarts including Under Armour, which bought the MyFitnessPal app, and Asics, which has acquired Runkeeper," said Marc McLaren, online editor of Stuff, a tech-focused magazine.

"This will help keep people engaged, and we can already see from the reaction our readers are having to the announcement that they are very excited by it."