Almost 30 years ago, Back to the Future captured the imagination of a generation in a very special way that only a handful of movies hoverer ben able to. From flying cars and hover-boards to self fitting clothes. Today, we get finally get a glimpse of the vision we say then – the Nike Mag, yes… THOSE boots!
Back then (1989), Nike was asked to collaborate on a movie that would feature scenes set in the futuristic world of 2015. The brand was challenged to imagine sneakers that would suit the technological advancements of the era.
The result was the Nike Mag, which reinvented the conventional lacing system, integrating it into an inimitable design that became an enduring beacon of popular culture.
“We started creating something for fiction and we turned it into fact, inventing a new technology that will benefit all athletes,” said Nike, Inc. President and Chief Executive Officer Mark Parker.
And of course who would be more worthy to try on the first pair other than Marty McFly himself Michael J. Fox, who received the first pair from Nike.
While a version of the Nike Mag’s were introduced in 2011, this is the first pair to feature the ‘Power Laces’ that we see in the movie. The laces combine the archetype invention with digital technology. The result is an individually responsive system that senses the wearer’s motion to provide adaptive on-demand comfort and support. But this is just the first iteration.
Nike will continue to test this technology across multiple sports, incorporating feedback into future game-changing footwear with unprecedented performance features that have the potential to impact athletes around the world.
“By imagining the future, we create it. Product that comes alive, with on-demand comfort and support when you need, product that senses you and adapts to you is right around the corner,” added Parker.
The 2015 Nike Mag is a limited edition release. It will only be available 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 to Nike News and via Twitter @Nike in spring 2016.
While it will be unlikely that I get my feet in a pair anytime soon, it is heartening to know that the future… is here.