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.
On the off-chance you somehow get a pair, or maybe you’re jumping out of your skin with curiosity but are too cool to ask, here are a few already Frequently Asked Questions (now answered) about the 2015 Nike Mags.
Why only a limited number of pairs?
This limited edition release is intended to pay homage to the initial vision of the Nike Mag and to assist in supporting the Michael J. Fox Foundation for Parkinson’s Research. The future of this technology is very exciting. Nike has a team focused on bringing this to new performance products in the coming months.
Where and how can you get them?
The 2015 Nike Mag 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 http://news.nike.com and via Twitter at @Nike in early 2016.
How does it work?
The shoe senses the wearer and the lacing system tightens to a comfortable level. You can then manually change tightness ‘on demand’, via the >> / << buttons located on the upper.
What sizes will it be available in?
Men’s US Sizes between 7 and 13 will be available.
When is the auction and how will the auction work?
The specific details on the auctions will be posted to http://news.nike.com and via Twitter at @Nike in early 2016.
Will you be seeding pairs?
All pairs will be available only via auction.
Why aren’t they releasing this year?
As the first to ever wear the Nike Mag, Michael J. Fox received the first pair of the 2015 Nike Mag. The future of this technology is very exciting. We have a team focused on bringing this to new performance products in the coming months. The specific details on the auctions will be posted to http://news.nike.com and via Twitter at @Nike in early 2016.
Are these the same Nike Mag’s that were featured in the movie?
No. The aesthetics of the shoe are identical but the technology is new.
How much will the Nike Mag cost?
In 2011 we raised 9.4 million dollars for the Michael J. Fox Foundation for Parkinson’s Research through a series of auctions. We’re excited about the upcoming Michael J. Fox Foundation for Parkinson’s Research auction to raise even more support towards eliminating Parkinson’s disease.
What else comes with the Nike Mag shoes?
The 2015 Nike Mag comes with specifically designed packaging and a unique charging system.
At what price will opening bids begin?
The specific details on the auctions will be posted to http://news.nike.com and via Twitter at @Nike in early 2016.
How does it get power?
The 2015 Nike Mag comes with a specifically designed charging system and unique packaging.
Is it rechargeable?
Yes.
Can you play sports in it?
As a performance technology, the future of this project is very exciting. We have a team focused on bringing this to new performance products in the coming months. The 2015 Nike Mag shoes are just a glimpse into that future.
What other shoes will feature the technology?
There will be more to come on that soon.
Can I see them up-close anywhere even if I can’t buy them?
As of now, Michael J. Fox has the only pair of the 2015 Nike Mag.
Who worked on this version of the Nike Mag?
Tinker Hatfield led a collaborative team involving designers, innovators, developers and testers on this project.
Who is working on the future performance versions?
Tinker Hatfield is leading the same team who worked on the 2015 Nike Mag with a few, key, additional team members.
How much do they cost to make?
We don’t share details of that kind about production, but we know that Nike athletes expect a premium product and we strive to surpass expectations.
How much would you sell them for at retail, if you could?
The 2015 Nike Mag will not be available via Nike retail channels. They will only be available via auction. The best part of the project is that all the proceeds will support Parkinson’s disease research through the Michael J. Fox Foundation for Parkinson’s Research.
What does Nike learn from collaborating with the worlds of entertainment and film?
As with any Nike collaborative effort, it inspires our design teams to think differently about problems – stretching limits.
How much does it weigh?
The new technology only adds approximately 2oz to the shoe.
Is it the same as the 2011 shoe?
Aesthetically it’s the same. We’ve changed some things in the construction of the shoe to incorporate the new technology and features.
How long does the lacing system and light work on one charge? What is the total battery life?
With the lights on, the battery life should last approximately two hours before needing a recharge. Without the lights on the shoes will last several days. The total battery life is about three to five years depending on usage.
How will I know if what I bought is authentic?
Each pair of 2015 Nike Mag’s will come with a certificate of authenticity provided by Nike.
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.
