Adidas NMD Has Gone Crazy These Two Days. What Is Nike Doing?

These two days, whether they like to wear sneakers or not, it is estimated that they have been snapped up by Adidas. While the world's second largest sports brand is busy appeasing consumers who have not bought NMD, its biggest competitor, Nike, the world's largest sports brand, is also busy.

Nike introduces the new Anti Clog Traction anti mud football sole technology.

On the afternoon of March 16 local time, Nike's quadrennial innovation conference was held in the New York Post Office Building. At the conference, Nike released a total of 11 new products, including Nike Anti Clog Traction， The utility model relates to a high molecular polymer which can prevent the mud from blocking the soles of the shoes, which can effectively solve the problem that the soles of football players are stained with mud and increase the weight of the shoes; Nike HyperAdapt 1.0, that is, automatic strapping shoes; And the new Nike+App.

The release of Nike HyperAdapt 1.0, an automatic lacing shoe, has attracted wide attention. Nike HyperAdapt The 1.0 prototype is a Nike shoe that can automatically lock the shoelaces in the American science fiction film Back to the Future 2 released in 1989. In July 2008, Nike launched a limited 350 sets of "Air" with similar shape but requiring manual shoelace tying McFly”， There was a rush to buy.

Now the release of Nike HyperAdapt 1.0 has really turned the concept shoes 27 years ago into reality. Nike said that it took 10 years to develop these shoes.

According to Nike, the design of Nike HyperAdapt 1.0 integrates the in-depth research results of digital, electronic and mechanical engineering. Through the sensor chip on the sole, Nike HyperAdapt 1.0 can realize automatic lacing and adjust the tightness of the laces through two buttons on the upper.

Nike said that The Nike HyperAdapt 1.0 is just Nike One of many products in the era of personalized sports performance.

　　HyperAdapt 1.0 A row of small motors are installed at the lacing holes on both sides of ordinary sports shoes, which are powered by batteries together with the sensors on the soles. The sensor will record the wearer's weight, foot position and center of gravity (front and rear feet). The battery pack is located on the sole of the shoe and can emit light. It needs to be charged every two weeks.

HyperAdapt 1.0 is equipped with a row of small motors at the lacing holes on both sides of general sports shoes, which are powered by batteries together with sensors on the soles.

The sensor will record the wearer's weight, foot position and center of gravity (front and rear feet).

The battery pack is located on the sole of the shoe and can emit light.

According to the American technology website The Verge, HyperAdapt 1.0 will be released to Nike+members this year, each member will be limited to one pair, and will launch three color schemes, but Nike did not disclose the specific price of this pair of shoes.

Nike, which has gathered many sports enthusiasts for Nike in recent years+ The new version of the app will be launched in June this year. In addition to running and training clubs, the new Nike+will be connected to all digital products, including allowing a basketball player to choose Kyrie that matches his jersey color 2 Shoes.

Compared with Nike, which likes to promote its innovation in the professional field around sports, Adidas is widely spread by virtue of its skilled marketing in fashion sports.

In recent years, Adidas has successfully operated several popular shoes through cooperation with the fashion circle. In addition to this NMD, which was launched last year, and YEEZY, which is cooperated with American star Kanye West Boost series is also "one shoe is hard to find", and Stan Smith, a small white shoe, has evolved from star circle to "street style".

These three shoes belong to adidas, a trendy and fashionable clover Originals， Classic series of sports) leisure sports brand. In China, this brand and NEO, a leisure sports brand targeting younger consumers, contributed nearly 30% of Adidas' income last year.

Ultra Boost running shoes.

On March 4 Adidas At the performance conference of the Greater China region, Gao Jiali, the company's managing director of the Greater China region, said frankly that in the past few years, it is precisely the market opportunity of sports fashion that has been seized.

Although there is still a large market in the field of sports and leisure, the industry agrees that the future professional sports market has more room for development. When the surging journalist asked Gao Jiali how to view this view, he raised the Ultra on his feet Boost running shoes show that adidas also has a best seller in professional sports.

Boost sole technology is also used now NMD running shoes On the other hand, Adidas has gained enough attention and topics.