Self-lacing Shoes Highlight Nike’s Big Product Launch Ahead Of Olympics

The Olympics are coming. And so is a truckload of new Nike gear.

The sportswear giant on Wednesday launched a series of new products at an event in New York City.

The company called the event “unprecedented” for the “breadth of innovation” introduced, including the company’s first mass-produced self-lacing shoes and an improved cushioning system for its popular Air sneakers.

“These products represent Nike’s unrelenting drive to not only exceed expectations but also inspire athletes by manifesting the unimaginable,” the company said, in a news release.

Other innovations include an improved mobile app, redesigned socks and uniforms and footwear that will be showcased at the Olympics in Rio.

“Today showcases a breadth of innovation that only Nike can deliver,” CEO Mark Parker said, in a news release. “It represents a fundamental shift in how we serve the athlete. We’ve entered a new era of personalized performance. Athletes want more than a dashboard and data – they want a more personal relationship, one that gives them real solutions and total access to the best product and services.”

Source: Portland Business Journal, Matthew Kish
Photo: While the event was a natural run-up to the Summer Olympics, Nike also said it marked the start of an “era of personalized performance.”