Good news for today’s lazy fashion: Nike is bringing its lace-up sneakers back for another occasion. And this time they are going to be significantly cheaper. Of course, $ 350 is still more than most of us pay for a couple of times, but it’s less than half its asking price of $ 720.
The details are quite thin. CEO Mark Parker touched on the news during an earnings call, stating, “I am pleased to announce that in the new year we will launch a new adaptive performance platform in basketball at the price of $ 350.” We have a smart shoe designed for the perfect fit, and it is an important step in moving forward and connecting our digital transformation to the product. “.
It remains to be seen how closely they will resemble the original Hyperadapt, among other pertinent details. That said, Nike has been pretty clear that the goal has been to lower the price in an attempt to get away from the sheer novelty. When I tested them in 2016, one executive told me, “This is a prototype.” In 2019, it looks like they will finally be ready for full production. $ 350 is not a populist price point, but it marks a move to help Marty McFly’s big unrealized dreams.