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Nike Debuts “Powered Footwear”
Courtesy of Nike
Nike just unveiled a new shoe called Project Amplify that… well… isn’t really a shoe in the traditional sense. It’s billed as “the world’s first powered footwear system.”
The Big Race: Nike is looking to usher in the next era of running shoes — footwear that uses robotics to optimize your performance. Essentially the first mass-market exoskeleton for the average athlete, Project Amplify could launch a cutting-edge sneaker war between major brands like adidas, Reebok, PUMA, and New Balance.
Behind The Soles: Created in partnership with bionic footwear and apparel brand Dephy, Project Amplify is like having “a second set of calf muscles” that can boost walking and running speed, according to Nike.
The easy-to-use, lightweight system resembles an ankle brace and features a motor, drive belt, and rechargeable battery that, in classic Nike fashion, looks pretty slick.
It increases your foot’s energy output by 15% to 20%, which Fast Company’s Mark Wilson says feels like “a little kick in my heel.”
It does this by using sensors to “track your gait and attempt to power your step at just the right moment.” Users can also adjust the device’s support and response time through an app.
Last Step: Nike has been testing Project Amplify for years with more than 400 athletes — and technically, it’s still in testing. Michael Donaghu, the Nike VP leading the project, says they want it to be certifiably “swoosh-worthy” before a full rollout “in the coming years.” With Nike in the midst of a major turnaround effort, getting this right is paramount to reclaiming its top spot as the cultural tastemaker in athletic footwear and apparel.
Next Run: If Project Amplify reaches mass adoption, it could revolutionize people’s relationship with running, hiking, and backpacking by supercharging demand for longer trails and more challenging terrain.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.