Buona parte degli sneakerheads all’ascolto avranno apprezzato il remake della Bruin Leather in occasione del “Back To The Future Day“, ma TUTTI aspettavano la notiziona: il primo vero remake su grande scala della Nike Mag.
Ebbene, a distanza di quasi due decadi dalle prime indiscrezioni, nello stesso giorno in cui le Mag facevano la loro prima apparizione nel film di Zemeckis, Nike annuncia che la scarpa verrà riproposta sì (e con tanto di “power laces”), ma il prossimo anno, e, ancora una volta, in edizione limitatissima attraverso un sistema di aste. Cosa non molto diversa da quanto successo nel 2011 con l’operazione benefica dedicata alla Michael J. Fox Foundation per la lotta contro il Parkinson.
Rimandiamo al prossimo numero di Sneakers Magazine (in uscita alla fine di Novembre) ulteriori riflessioni e commenti e vi lasciamo con il comunicato stampa ufficiale di Nike.
PS. fonti autorevoli dicono che la release, comunque, è già programmata per Marzo 2016.
Almost 30 years ago, 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 inhabitants of the advanced era. The innovation team, which regularly looks into a crystal ball of athlete insight and technology to project the future of sport, took that task further.
The resulting Nike Mag reinvented the conventional lacing system, integrating it into an inimitable design that became an enduring beacon of popular culture. As Nike, Inc. President and Chief Executive Officer Mark Parker put it, “We started creating something for fiction and we turned it into fact, inventing a new technology that will benefit all athletes.”
Today, Nike delivered a gift to Michael J. Fox introducing the innovation to the shoe’s first, and most celebrated, wearer.
This innovation advances what was coined the Nike Mag’s “power laces,” combining 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 continues 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.
Availability
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.