Nike Adapt Self-Lacing Smart Sneaker Will Require Regular Charging

Nike has found a new way to capture more information about its customers: through their sneakers.

At an event Tuesday called the “Future of Footwear,” Nikeon Tuesday unveiled a new shoe concept, called Nike Adapt, that tracks performance in real time, allowing the company to give weekend warriors athletic tips and also sell them more products.

“It’s the start of a new day,” said Michael Donaghu, Nike’s director of global footwear innovation. “It’s like we’re moving from footwear to firmwear.”

The shoes, with their data-tracking capability, present customers with a choice about privacy — if they opt not to share their data, they’ll miss out on a lot of the product’s capabilities. The company is starting with basketball shoes, which will sell for $350 (roughly Rs. 25,000).

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