Nike’s New Self-Lacing ‘Back to the Future II’ Shoes For $10
Inspired and designed around the version from the 1989 movie, Nike has taken the science fiction of the idea and made it into reality. It’s taken Nike over 11 years to research and develop this technology, and the idea was first imagined when Marty McFly put on a pair of these futuristic kicks in ‘Back to the Future II’.
In partnership with The Michael J. Fox Foundation, raising money towards Parkinson’s research, Nike released 89 versions of the Nike Air Mag which were raffled out on Nike+ app. Each raffle entry costed $10 with 100% of the proceeds going directly to the foundation.
Although there were only a limited amount of shoes and sizes available, there was no limit to the number of times you could enter the raffle. Everything began October 4 and ended October 11. Winners were contacted on October 17.
The Nike Air Mags feature Nike’s Adaptive Fit self-lacing technology, just like the concept from the movie in this scene. Nike’s move towards self-lacing sneaker technology is claimed to be as big as the idea of self-driving cars in the future.
The way the technology works is that the shoe with pressure sensors will sense when a foot is in the shoe and will automatically tighten the straps until there is resistance felt. To customize and adjust the tightness, there are buttons near the tongue to help control the fit.
Here’s a closer look at the shoe and its new features.
In September 2011, Nike released a promo for the earlier version of the Nike Air Mag (without the self-lacing capabilities).
On Sep 8, 2011, 1500 pairs of the 2011 Nike Mag shoes were put on auction on eBay, benefiting the Michael J. Fox Foundation for Parkinson’s research to help find a cure.
On October 21, 2015 Nike began promoting the Auto-Lacing technology to be ready for 2015. At that time, Nike had already helped raise $9.4M in research from the 2011 Nike Mag shoes.