Last fall saw Nike launching the futuristic HyperAdapt 1.0, featuring power-lacing technology inspired by the iconic Nike Mag. The shoe came with an eye-opening $720 price tag, but as is true with most innovations to hit the retail marketplace, later iterations tend to come with more affordable pricing. That's the case with the upcoming HyperAdapt 2.0, at least according to a quote from Nike President and CEO Mark Parker during a Q4 2017 earnings call. Specifically, he spoke of "delivering new forms in adaptive technology at more accessible price points." Additional takeaways: there are more models on the way featuring updated Air Max, a line of Flyknit apparel is launching with a Flyknit bra, and there will be a continuing focus on the new ZoomX and React cushioning systems.
Check out an excerpt from Parker's remarks below.
As I’ve always said, Nike’s competitive advantage is that our innovation creates new expressions of style. Equally, the consumer expects lifestyle product to look good and feel good with no compromise. VaporMax has been very successful out of the gate with strong sell-through across multiple releases. And looking ahead, we will add even more breadth to the VaporMax family of products…scaling it to millions of pairs through Fiscal 18 to meet the growing demand. Another platform, ZoomX, played a key role in an awe-inspiring moment this past May. I was there, at the finish line in Monza, Italy, when Eliud Kipchoge finished with an extraordinary 2-hourand-25-second marathon time. It was a thrilling moment for sports and an incredible validator for one of the most amazing breakthroughs I’ve seen in performance footwear.
During the NBA playoffs, another new platform – Nike React – made its debut in both the Nike Hyperdunk 2017 and the Jordan Super Fly 5. Nike React is the first high-performance foam system that offers a major leap forward in three key benefits – lightweight, ultra-responsiveness and durability – in one single platform. With all three platforms, we’re just getting started. Nike’s strength is our ability to get more out of each of our innovations by scaling across brands and across sports. And what you are seeing right now is just a snapshot.
We have a relentless flow of exceptional products and platforms on the way. We’re preparing for major launches with……the first Flyknit apparel…starting with the Flyknit Bra …a radically-designed comfort cushioning platform …and Hyperadapt 2.0 – delivering new forms in adaptive technology at more accessible price points. Plus, we have… never-before-seen technology in NBA apparel on the way …new sustainable innovation, brought to scale through some of our most iconic footwear styles …and new additions to the Air Max family that leverage our new capabilities in Air Sole manufacturing.
For more recent Nike news, check out the award-winning ad from the Swoosh featuring the Air Max 2017.