Nike has unveiled a range of new products including the Nike HyperAdapt 1.0, which introduces the future of sport-informed adaptive lacing and the new Nike+ app, a personalised service for athletes.

Other products include Nike Air VaporMax, the latest expression of a global icon and Nike Anti-Clog Traction, a mud-beating polymer, a statement said.

The Nike HyperAdapt 1.0 is the payoff of significant research into digital, electrical and mechanical engineering. Powered by an underfoot-lacing mechanism, the shoe proposes a groundbreaking solution to individual idiosyncrasies in lacing and fit preferences.

That means the undue pressure caused by tight tying and slippage resulting from loose laces are relics of the past. Precise, consistent, personalized lockdown can now be manually adjusted on the go.

The Nike HyperAdapt 1.0 is also just one of Nike’s significant statements inaugurating the “Era of Personalized Performance” introduced by Mark Parker, president & CEONike. The new Nike+, which provides an all-access pass to athletic potential, similarly characterizes this period.

“We are surrounded by technology and data, but for athletes to truly achieve their potential they require something richer and more meaningful. They don’t need a dashboard; they need a relationship,” Parker said.

Connecting Nike’s wealth of sport knowledge with its footwear and apparel offerings, Nike+ translates the “plus” to “personal,” providing members with customized guidance, support and a host of tailored resources that unlock the best of Nike.

In June, the best of Nike will be linked by the new Nike+ app — a virtual golden ticket to the company’s most coveted products and events via one seamless sign-on.

Beyond running and training clubs, Nike+ connects to a full-range of digital products, including NIKEiD, which makes it easier for a basketball player to match the Kyrie 2 to the colours of his uniform or a football player to add individual flare to her Tiempo Legend VI boots. Because, as Nike has learned over the years, when athletes look and feel good they perform better.

This in mind, the new app also features refreshed thinking about shopping. It introduces personalized shops for members, filled with tailored product recommendations, including reserved shoes dialled to their interests.  – TradeArabia News Service