Self Lacing Shoes: Nike's Biggest Failure

It's been nearly a decade since Nike debuted its self-lacing technology. They've made huge strides with their Adapt line but recently announced they are discontinuing the Nike Adapt App. Is Nike done with Adapt technology?

In this video, we take a deep dive into the Rise and Fall of Nike's self-lacing technology.

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[davidtharp]

It’ll come back when the time is right…

[ELife]

Nike should at least KEEP THE APP ALIVE for the thousands of loyal customers who invested in their tech. They are killing it in August 2024. 😢

[Repcitykickz]

I love my pair, i was absolutely shocked when i got a notification on my app saying it would no longer be active. We waited so long for this technology.

[gumbeauxorleans]

The problem is the price. The AJ 11 were dope, but they should've used OG Colorways. ⚜

[booneboone]

They’re also expensive to manufacture too

[Laotzu.Goldbug]

The most revolutionary thing would be if they made shoes that were actually shaped like normal healthy feet, rather than constraining them into unusual shapes.

[DylanLey]

I've owned two pairs of the Adapt BBs. I currently own the Mag-inspired colorway. I think that Nike did create the best version of "self-lacing" shoes with the Adapt technology. I also personally think that the Adapt BBs were also pretty comfortable and did not have the problem of being heavy on feet, like the self-lacing version of the Mags did. Being able to lace up your shoes with your phone or the press of a button was also very cool.
All that being said, "self-lacing" technology just doesn't really have any real advantage over manual laces (or velcro or slip on shoes). Couple that with the fact that you need to keep your shoes charged up and have a solid connection with your phone and the overall experience kind of has its own disadvantages over manual lacing shoes. Honestly, I don't really think anyone even really had a problem with manually tying your shoes and the Mags in BTTF were mostly just something that was cool rather than a solution to a real problem.
I still think the shoes were a cool idea and will definitely be cool collector's items, but I don't think self-lacing shoes will ever really become the new normal.

[RatBürgerSk]

Stuff like this serves to illustrate that tech hinged on smartphone apps has an inherently finite lifespan. These would've been far more impressive if the adjustability weren't reliant on internet-based services. Also the app likely served as a way for Nike to collect consumer data, a concerning practice which people are all too comfortable with nowadays.

[neoamaru]

I find it a bit counterintuitive to use an app to adjust your $450 laceless shoes for 'optimal comfort'
It would take you the same amount of time to do so with actual shoes with laces, if not less...
so if this product is born out of a need to solve a problem & to make life easier, these sneakers definitely go against this principle.

[johncherry]

So happy to see another video from y’all.

[CTBN]

Figuring out how to miniaturize and fully encase the hardware/software into a tight waterproof compartment and then strategically put them in an area of the sneaker that won't lessen the comfort of the wearer is really important but also quite difficult.

[tre]

This is far from their biggest failure. Their horrible raffles on the SNKRS app is tragic.

[proud.black.fathers.]

Nike is out of touch with their consumers. I don’t know who they thought would spend 400+ on shoes based on a gimmick. Jordan retros are already 200, that’s about as far as the average consumer is willing to go

[IconicSwooshes]

I’m hitting the outlets today & hunting for gold!🥳🍾

[disla__]

Nike beginning of the end was not releasing the air mags in 2015. That was money on the table. Ruined the point of the shoe.

[bowebusi]

I remember going to an outlet and getting the bb2 for $140

[drewhenni]

I got both pairs. Adapt and BB. I had buyers regret at the time. Glad I have them now. Never tried them on.

[shammamish]

I don't think they're considered a shoe company but seeing all the insane stuff they do like the big red boots or the wavy Vans, I'd love to see a history of Mschf video sometime in the near future.

[johncherry]

Another great video. I wish they could get this figured out for a reasonable price.

[TheAuxiliaryCord]

A big detriment to its performance on the court is how heavy it is, weighing almost double what players are used to. It’s also super hard for shoe companies, even NIKE to put out a new silhouette and have it be popular for lifestyle. People wear dunks, sambas, 1s etc; stuff that was created a long time ago. Not many people are daring enough to stand out. And also, the price. I wonder if going down a size would compensate for the lacing not functioning any more, unless the app was optional and you could still use the midsole buttons