Nike has proven that, yet again, they are at the forefront of shoe technology with a new release of self-lacing basketball shoe. The Nike Adapt BB 3.0 released today shows a massive progress of the company to integrate advanced technologies with the athletic wear line.
The Adapt BB 3.0 builds upon Nike’s previous self-lacing models, incorporating advanced sensors and a motorized lacing system that automatically adjusts to the wearer’s foot. This is what makes this iteration unique, as it is able to optimize the support provided during a game, even if the athlete’s movements change or if the players’ feet swell during the game.
“Basketball players are constantly in motion, changing direction and intensity,” said John Hoke, Nike’s Chief Design Officer. “The Adapt BB 3.0 is designed to evolve with the player, providing optimal support and comfort at every moment of the game.”
The main point of the shoe is the FitAdapt system: the sole has a special motor and gear mechanism that counts foot pressure to decide what kind of support it needs. Nike also integrated the application of fit adjustment by manual control buttons within the shoe or through a mobile application known as Nike Adapt.
Nike has been working with several NBA players in the last year to fine tune the Adapt BB 3.0. Boston Celtics’ Jayson Tatum, who has been wearing prototypes in practise, appeared excited about the new innovation. “It’s like having a custom shoe that adapts to your foot in real-time,” Tatum said. “You can feel the difference in your cuts and jumps.”
The Adapt BB 3.0 also incorporates a new cushioning system called ZoomX Foam – Nike says that it has an 85% energy return – the highest of any basketball shoe that Nike has ever produced. In addition, this foam, coupled with a carbon fiber plate on the midsole, is meant to provide spring-like energy for the surface.
In the design of the Adapt BB 3.0, the concept of sustainability has meaningly featured significantly. Nike has tried to lessen the shoe’s eco-affects by putting recycled material in the upper and by adding an improved efficiency motor in the lacing system of the shoe.
Adapt BB 3.0 is so relevant at this time in the Nike business development, because the athletic footwear market is very competitive. As its competitors, Adidas and Under Armour also continue to focus on performance technology, Nike’s latest innovation is a step up in the process.
The announced plan has been welcomed by various industry analysts. Sarah Jacobson, a footwear industry expert at NPD Group, noted, “Nike’s continued innovation in the self-lacing space shows their commitment to pushing the boundaries of what’s possible in athletic footwear. Able to approximate Adapt BB 3.0 features to the actual potential performance basketball shoes.”
A foldable mobile phone, Adapt BB 3.0, is still under development and expected to be released for sale next month at a retail price of $350. However, in most basketball shoe markets, this pricing is comparatively high, and Nike believes it deserves it because of the enhanced technology it uses.
During the launching process, Nike has intentions to take the shoes to some major cities in order that consumers can wear the shoes and feel the experience of the companies self-lacing technology. The company is also going to mount a strong digital marketing campaign led by big NBA athletes to demonstrate the features of the Adapt BB 3.0 in action.
This must go down as another achievement for Nike in its tireless crusade to intertwine technology with sports performance; every outfit sure to be wearing the Adapt BB 3.0 and adapting to the newest facet of the shoe. Given that wearable tech has become a part of athletic wear, Nike’s latest release, may have hinted that the future of basketball shoes will be even more technologically advanced.