Almost as swiftly as the records are falling, scrutiny is catching up to the elite marathoners and the Nike shoes they’re wearing. Axios Sports pointed at the debate in a post on Friday, around the times clocked by Eliud Kipchoge, who ran the first ever sub-2-hour marathon, and Brigid Kosgei, who set a new women’s record of 2:14:04. What was on the runners’ feet — and others who have blazed through the 26.2-mile distance in recent years — is the focus. The Nike ZoomX Vaporfly shoes, introduced in 2016, have a thicker midsole than traditional running shoes. According to an… Read More
Nike is disrupting shoelaces. The Beaverton, Ore.-based shoe giant unveiled its latest technological innovation on Tuesday, showing off the new Nike Adapt BB basketball shoes that use a power-lacing system designed to automatically tighten and loosen around a foot, depending on an athlete’s activity. Nike has been working on the shoe for years, and Fast Company said it “could change the trajectory” of a company that already dominates the shoe industry. Introducing Nike Adapt BB. Power laces for the perfect fit. Pre-order now for a limited time only on https://t.co/bowoctlxR0 in the U.S. Arriving globally February 17: https://t.co/5cm5ou0XQC #nikeadapt pic.twitter.com/UDbUBK7HvK… Read More
Nike is going high-tech with its newest retail store concept that opened today in Los Angeles. But don’t expect it to be anything like Amazon Go, another innovative take on brick-and-mortar shopping being rolled out by Amazon that removes cashiers and registers from the physical retail experience. “We are a very emotional brand — we are about human connection and human potential,” Nike Chief Digital Officer Adam Sussman said during a phone interview from Los Angeles on Wednesday. “We don’t want to remove connection with other humans.” Big retailers are using technology in various ways to improve the shopping experience at… Read More
Nike today confirmed that it will start selling products on Amazon.com, starting with “a limited Nike product assortment,” setting aside its longtime reluctance in a sign that working with the Seattle-based e-commerce giant is increasingly unavoidable for the world’s major brands. The confirmation by Nike CEO Mark Parker followed a report by the Wall Street Journal that Amazon had agreed to better police counterfeit and third-party sales of Nike products. “In the US, we’re executing a new pilot with Amazon with a limited Nike product assortment,” Parker said on Nike’s earnings conference call today. He added, “As we do with… Read More
Humans have still yet to break the 2-hour marathon mark, but they’re getting close with the help of sports science and technology innovation. Nike’s attempt to break the record fell just short on Saturday, as world-class Kenyan marathoner Eliud Kipchoge ran 26 miles in 2 hours and 25 seconds as part of a laboratory test of sorts that doubled as a marketing play by Nike. Called Breaking2, Nike worked for two years to prepare for Saturday’s race, investing time and money into research related to shoes, training, nutrition, recovery, and other elements of long-distance running. Nike, headquartered just outside Portland, Ore., streamed the race… Read More
