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A revolutionary shoe is going on the market.
Nike has unveiled its first power-lacing sneaker, the Nike HyperAdapt 1.0, which allows users to make the fit looser or snugger by pressing buttons on the sides of the shoes.
"The adaptive lacing system is an excellent first step towards truly adaptive personalized footwear," said Matt Powell, sports industry analyst at market research firm NPD Group Inc.
The sportswear brand unveiled the sneaker along with other innovations, including "anti-clog traction," which uses technology that prevents mud from sticking to the soles of soccer cleats.
The plans are a part of Nike's goal to reach $50 billion in annual revenue by the end of the 2020 fiscal year. It reported $30.6 billion in revenue for its latest fiscal year that ended in May, according to the Associated Press.
The price of the HyperAdapt 1.0, which will be available only for members of a new Nike+ app, will be available in three colors around the holiday season later this year.
"We've entered a new era of personalized performance," said Mark Parker, Nike's president and CEO. "Today, athletes want more."
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