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Wednesday, January 16, 2019

Nike reveals $350 'Marty McFly' Adapt BB self lacing sneakers controlled by an app

Nike has revealed a pair of $350 'Back to the Future' sneakers with 'power laces' controlled from a phone. 
The new Nike Adapt BB are specifically designed for basketball and automatically tighten or loosen with a press of the button either on the shoes themselves or via a smartphone.
The range will initially go on sale only in the US for $350 dollars (£272), on February 17th - although they are expected to sell out instantly. 
The new Nike Adapt BB will initially go on sale only in the US for $350 dollars (£272) on February 17th - although they are expected to sell out instantly. They are specifically designed for basketball and contain 'power laces' that automatically tighten or loosen with a press of the button  on the shoes  or via an app
The new Nike Adapt BB will initially go on sale only in the US for $350 dollars (£272) on February 17th - although they are expected to sell out instantly. They are specifically designed for basketball and contain 'power laces' that automatically tighten or loosen with a press of the button on the shoes or via an app
Nike has said that users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging in.
The shoes will require charging, and each pair will come with a recharging mat. 
'We picked basketball as the first sport for Nike Adapt intentionally because of the demands that athletes put on their shoes,' says Eric Avar, Nike VP Creative Director of Innovation. 
'During a normal basketball game the athlete's foot changes and the ability to quickly change your fit by loosening your shoe to increase blood flow and then tighten again for performance is a key element that we believe will improve the athlete's experience.' 
When a player steps into the Nike Adapt BB, a custom motor and gear train senses the tension needed by the foot and adjusts accordingly to keep the foot snug. 
The sneakers are modeled on the self lacing shoes Marty Mcfly wore in Back to the Future II
The tensile strength of the underfoot lacing is able to pull 32 pounds of force (roughly equal to that of a standard parachute cord) to secure the foot.
To finalise the design, Nike's design team invited an elite group of professional players, including Boston Celtics small forward Jayson Tatum, to Nike World Headquarters in Oregon for a run of workouts and pickup games, putting the shoe through an exhaustive trialing period.  

HOW NIKE'S 'POWER LACES' WORK

When a player steps into the Nike Adapt BB, a custom motor and gear train senses the tension needed by the foot and adjusts accordingly to keep the foot snug. 
The tensile strength of the underfoot lacing is able to pull 32 pounds of force (roughly equal to that of a standard parachute cord) to secure the foot. 
The shoes will require charging, and each pair will come with a recharging mat. 

'Being one of the first athletes to wear the shoe and being picked as a representative of the future of Nike basketball means a lot,' said Jayson Tatum.
'That the app allows the ability to put the shoe on and touch the button, change the colors, see the percentage on the battery...it's just cool.'
Users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging in.
Users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging in.
Earlier this week Nike teased the self-lacing basketball trainers, which the company has suggested will be controllable from a smartphone. 
The US firm posted a video to Twitter showing a number of high-profile basketball players trying on the shoes and appearing to interact with them via a phone. 
Nike says the sneakers will work for 40,000 button presses, and are able to cope with 300 miles of running
Nike says the sneakers will work for 40,000 button presses, and are able to cope with 300 miles of running
The video is accompanied by the message: 'The game will never be the same.'  
The firm previously launched a limited edition pair of self-lacing shoes inspired by those worn by Michael J Fox's character Marty McFly in the 1989 film Back to the Future Part II. 
The shoes will require charging, and each pair will come with a recharging mat.
The shoes will require charging, and each pair will come with a recharging mat.
To finalise the design, Nike's design team invited an elite group of professional players, including Boston Celtics small forward Jayson Tatum, to Nike World Headquarters in Oregon
To finalise the design, Nike's design team invited an elite group of professional players, including Boston Celtics small forward Jayson Tatum, to Nike World Headquarters in Oregon
Nike confirmed at the end of 2018 it was planning on releasing more self-lacing trainers. 
The latest shoes would be the first from the company that pair with a smartphone to control the laces, though the mechanics of the connection remains unknown. 
The trainers themselves are not shown in the promotional video of the shoes released by Nike. It only shows the basketball players trying them on, and their reactions to the lacing up
These laces automatically tighten or loosen with a press of the button either on the shoes themselves or via a smartphone
The trainers themselves are not shown in the promotional video of the shoes released by Nike. It only shows the basketball players trying them on, and their reactions to the lacing up
The video shows Sacramento Kings player De'Aaron Fox using an iPhone and at one point asking 'so, I can connect this to my phone?' before appearing to tie one of the shoes via the device.
Nike has previously experimented with the technology, having launched a range of range of automatically lacing shoes in its HyperAdapt range in 2016.
Nike teases Marty McFly style trainers that can be done up via an app
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Nike revealed just a few months into 2016 that it would finally be bringing Marty McFly's iconic sneakers to life, just a year after Back To The Future predicted.
The company unveiled the Nike HyperAdapt 1.0, which automatically tighten when the wearer's heel hits a sensor. 
Nike has said that users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging in.
Nike has said that users can programme different settings that dictate on how the laces are tied, such one setting for playing a basketball game and one for just lounging in.
This apparatus was first used in celebration of 'Back to the Future Day,' ¿  October 21, 2015, as mentioned in the movie's sequel ¿ when Michael J. Fox was presented a pair of self-lacing Nike Mag sneakers
This apparatus was first used in celebration of 'Back to the Future Day,' –  October 21, 2015, as mentioned in the movie's sequel – when Michael J. Fox was presented a pair of self-lacing Nike Mag sneakers

MICHAEL J. FOX TRIES ON MARTY MCFLY STYLE SELF-LACING SHOES 

Michael J. Fox, who played the beloved character in the film franchise, was gifted the first pair of self-lacing Nike Mag shoes on Back to the Future Day, October 21, 2015. 
During Back to the 1989 film Future Part II, Marty travels to October 21, 2015 and puts on a pair of Nike High Tops that automatically tighten and adjust to fit his feet - using so-called power laces.
A photo of the 54-year-old actor trying on the first pair of the Back to the Future-inspired sneakers was shared on Twitter on Wednesday afternoon by the Michael J. Fox Foundation For Parkinson's Research.
Nike released a limited range of McFly's Nike MAGs with manual laces in 2011, and earlier in 2015 - the year Back To the Future II was set in, Tinker revealed the power laces would arrive soon after. 

Now women say Gillette are sexist too: Critics hammer shaving firm online for marketing pink razors called Venus to female users

Women who use Gillette products have blasted the shaving company for sexism for marketing pink razors called Venus to female users - just hours after its campaign to tackle 'toxic masculinity' divided the nation. 
Consumers blasted the global company and accused it of double standards over its branding which include the Passion and Embrace range.
Others even suggested the female-targeted products cost more on average than the male equivalent the Mach3 razor.
Skincare Caroline Hirons said: 'If Gillette really want to make a change perhaps they could start by looking at their pink 'Venus' range for women' and suggested their range costs more than the like for like male versions. 
Women who use Gillette products have blasted the shaving company for sexism for marketing pink razors called Venus to female users - just hours after its campaign to tackle 'toxic masculinity' divided the nation
Women who use Gillette products have blasted the shaving company for sexism for marketing pink razors called Venus to female users - just hours after its campaign to tackle 'toxic masculinity' divided the nation
Another said: 'I love the fact that people who need 'Venus' leg and armpit shavers (marketed solely to women) pay three times as much for Gillette razors so they can finally have positive ad campaigns'. 
Another user on Twitter said she was willing to overlook the face that the female range included a markup because she supports the campaign so much.
And Steve mocked Gillette for fighting gender stereotypes which selling a pink razor called Venus.  
Consumers blasted the global company and accused it of double standards over its branding which include the Passion and Embrace range. Others even suggested the female-targeted products cost more on average than the male equivalent - the Mach3 three blade razor
Consumers blasted the global company and accused it of double standards over its branding which include the Passion and Embrace range. Others even suggested the female-targeted products cost more on average than the male equivalent - the Mach3 three blade razor
Earlier in the day hundreds of male customers threatened to boycott the brand over its: 'We Believe: The Best Men Can Be' advert encouraged men to call out everyday sexism - only for many to condemn the behaviour shown as caricatures and false.  
Social media was deluged with outraged males who vowed never to buy any more products from the firm after the commercial went viral. 
It shows a man talking over a woman in a boardroom, boys fighting and grown men ignoring them saying 'boys will be boys'. It later features men wolf whistling at women without being countered by their peers. 
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Mansplaining: In one scene, a man speaks over his female colleague and explains what she means 
Mansplaining: In one scene, a man speaks over his female colleague and explains what she means 
Not having it: Instead of saying 'boys will be boys,' a dad stops his son from fighting with another little boy 
Not having it: Instead of saying 'boys will be boys,' a dad stops his son from fighting with another little boy 
Then at the end of the advert it shows good examples of behaviour, with men being corrected for their actions. In just one day 197,000 'disliked' the advert on YouTube.
The twitter hashtags #boycottgillette and #getwokegobroke - a term aimed at companies who try to be too politically correct and then suffer financially - spread online.
One wrote: 'Good luck continuing to sell your overpriced easily replaced razors to the majority of your razor customer base after telling them how much you hate them.'
ocial media was deluged with outraged males who vowed never to buy any more products from the firm after the commercial went viral
ocial media was deluged with outraged males who vowed never to buy any more products from the firm after the commercial went viral
Another said: 'I choose to no longer use Gillette products. I am neither sexist nor a misogynist and I find it abhorrent that a firm would use these messages and MeToo campaign to sell their wares.'
Another user wrote: 'This is absolutely shambolic stuff. A cheap and disingenuous attempt to win favour with today's PC culture. 
'Men are NOT like this and sexual harassment and bullying have NEVER been part of what masculinity is about. Any bloke worth their salt should.
And one added: 'Congratulations Gillette. You just alienated about half of your customers with this stupid ad. Hope you like losing money because that's what is going to happen.
Piers Morgan: 'Men are fed up with being told how awful we are'
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Piers Morgan was furious over the Gillette advert and said it would be outrageous if there was a similar advert about women
Piers Morgan was furious over the Gillette advert and said it would be outrageous if there was a similar advert about women
Earlier today Good Morning Britain host Piers Morgan was livid the P&G brand known for its 'the best a man can get' slogan was advising men how to behave, saying 'most men are good guys'. 
He said: 'Men these days don't know what the hell they're doing all the qualities that were good in men are being portrayed as evil.
'Gillette used to celebrate fabulous masculine qualities, now the presumption is we are all horrible people. They have changed their tone from celebration of masculinity.
Stand up for what's right: The ad shows one man stopping his friend as he catcalls a woman who is waking by
Stand up for what's right: The ad shows one man stopping his friend as he catcalls a woman who is waking by
Stand up for what's right: The ad shows one man stopping his friend as he catcalls a woman who is waking by 
'This is not being driven by most women. It's being driven by radical feminist who don't like masculinity.  
'If this was the other way round –starting from the presumption all women are bad – you'd be fired.
'The premise of the Gillette advert is all men are predators unless proven otherwise.' 
The advert asks, as it shows examples of bad behaviour: 'Is this the best a man can get? 
Activist: The commercial shows a clip of actor Terry Crews, a victim of sexual assault, saying: 'Men need to hold other men accountable'
Activist: The commercial shows a clip of actor Terry Crews, a victim of sexual assault, saying: 'Men need to hold other men accountable'
It continues: 'Its been going on far too long. Something finally changed
It finishes with: 'The boys watching today will be the men of tomorrow.'
The advert is currently being aired in the US and there are no plans to bring it to the UK even though the ad was directed by Kim Gehrig at the UK-basedproduction agency, Somesuch. 
A spokeswoman for P&G said: 'Gillette first introduced its tagline 'The Best A Man Can Get' 30 years ago. 
'Today, we're saying that the ideals that this statement inspire still hold true – but there's more we can do as a brand, and as a community of men, to live up to this ideal. 
Challenging social norms: The commercial highlights all the different ways the mistreatment of women has been normalized over the years
Challenging social norms: The commercial highlights all the different ways the mistreatment of women has been normalized over the years
Challenging social norms: The commercial highlights all the different ways the mistreatment of women has been normalized over the years
'As a brand that has been part of manhood for over a century we have a responsibility to influence culture and use our voice to champion positive male behaviours. 
'We expected debate - discussion is necessary. This campaign encourages all men to strive to be the best versions of themselves everyday to set the right example for the next generation.'
Women in the UK have also been angered by the advert.  
Clare Dalliday‏ said online: ‘Shame on you @Gillette. One step too far. 
Full of meaning: |A boy runs through a living room as a mother consoles her son who is a victim of bullying 
Full of meaning: |A boy runs through a living room as a mother consoles her son who is a victim of bullying 
'The man stopping his friend from going after woman in street. Why? Looked at her, liked her, wanted to ask her out. 
'What is wrong with that? Is this the end of dating. I fear for my 2 teenage sons wanting to date. @GMB #GilletteAd.’
A woman named Annette said: ‘I think if you made the identical advert related to Gillette women’s their would be outrage!’ 
Another woman said: ‘Still open season on men I see.’
However some were more positive and supported the message.
One man said: ‘I love the #Gillette advert. 
'I agree that it showed how you can still be masculine and not have to adhere to old fashioned and toxic tropes. Some people will never understand how important it is to change the way some men act and how it reflects others.’