"POWER laces alright!"
Countless sneakerheads rejoiced on Thursday after Nike finally released a fully functioning version of its iconic ‘Back to the Future’ shoe.
Actor Michael J. Fox, who played time-traveling teenager Marty McFly in the popular movie franchise, received the first ever pair and shared it on social media along with a handwritten letter from Nike designer Tinker Hatfield.
Hatfield revealed that the much anticipated Nike MAG will be released in limited numbers in 2016 via auction, the proceeds of which will be donated to the Michael J. Fox Foundation.
The video shows Fox, who is afflicted with Parkinson’s Disease, trying on the first ever pair of the sought after shoe and exclaiming the power laces actually work.
“Oh yeah it's there!” Fox said after trying on the gray and white high top sneaker.
In an official statement released by Nike:
Almost 30 years ago, Nike was asked to collaborate on a movie that would feature scenes set in the futuristic world of 2015. The brand was challenged to imagine sneakers that would suit the inhabitants of the advanced era. The innovation team, which regularly looks into a crystal ball of athlete insight and technology to project the future of sport, took that task further.
The resulting Nike Mag reinvented the conventional lacing system, integrating it into an inimitable design that became an enduring beacon of popular culture. As Nike, Inc. President and Chief Executive Officer Mark Parker put it, “We started creating something for fiction and we turned it into fact, inventing a new technology that will benefit all athletes.”
This innovation advances what was coined the Nike Mag’s “power laces,” combining the archetype invention with digital technology. The result is an individually responsive system that senses the wearer’s motion to provide adaptive on-demand comfort and support. But this is just the first iteration.
Nike continues to test this technology across multiple sports, incorporating feedback into future game-changing footwear with unprecedented performance features that have the potential to impact athletes around the world.
The announcement coincided with “Back to the Future Day” when McFly and inventor Dr. Emmett Brown (portrayed by comedian Christopher Lloyd) traveled to Oct. 21, 2015 from the year 1985 in the second film to fix a family problem of McFly’s future version.
The announcement, however, was met with some disdain by some who lamented the fact that the shoe will only be available to those who can afford it. The first version of the shoe — minus the self-lacing feature — was released in 2011 and also via auction and were priced between $5,000 to 7,000 when available in the secondary market.