Pressure cooking kicks.
With a long-expected reveal of sensor equipped footwear that goes past just the Running category, Nike officially debuted new Nike+ functionality for Basketball and Training shoes with the initial retail drop on models set for June 29, 2012.
While the increased digital connectivity may be “revolutionary” for Nike+, as the company puts it, adidas has already released a miCoach SPEED_CELL accessory in fall of last year which tracks similar stats (peak vertical height in basketball, for example) and is already enabled in the brand’s current footwear models out now like Derrick Rose’s adiZero Rose 2.5.
The announcement today also essentially confirms our original report on Nike’s forthcoming 2012 Olympics-seasoned footwear being sensor-equipped, although it turns out our info is so advanced that we’ve likely given you a wide slice into Nike Digital Sport’s product integration plans a couple years out from now. Which makes sense. Nike+ FuelBand still needs to be widely adopted and the modularity of Swoosh footwear is still ramping up with latest product intros being Air Jordan 2012 and Kobe VII. Everyone is familiar with the Nike+ iPod kit, so that’s readily available now to be deployed into inline product.
We’ll let Nike’s media release tell you the rest on what’s to come from the Swoosh in the near future…
NIKE UNVEILS REVOLUTIONARY NIKE+ EXPERIENCE FOR BASKETBALL AND TRAINING ATHLETES
New NIKE+ technology measures jump height, ‘hustle’ and quickness of every basketball player, and evolves training into a fun, game-like challenge.
New York (February 22, 2012) – NIKE, Inc. (NYSE:NKE) today unveiled Nike+ Basketball and Nike+ Training, two new experiences connecting digitally enabled footwear with interactive mobile applications that together deliver a revolutionary sport experience. First unveiled for running products in 2006, NIKE+ has grown into a community of six million digitally connected athletes and is set to expand with the recent launch of the NIKE+ FuelBand, a wrist-based device designed to track everyday activity.
The new Nike+ Basketball experience breaks down the user’s game to deliver information and measurement, which in turn provides motivation. Nike+ Basketball measures how high, how hard and how quick players play each game.
Nike+ Training transforms a daily workout from a necessity to something fun. The experience fuses the appeal of gaming with high-intensity fitness to create the perfect training companion to a 24/7/365 lifestyle.
The technology in both experiences utilizes a new Nike+ Pressure Sensor built into each shoe that collects information about the user’s movement and then wirelessly transmits data to their phone. It is then translated into different metrics delivering previously unknown information about either their workout or their game.
NIKE, Inc. President & CEO Mark Parker unveiled the new NIKE+ technology at an event in New York attended by U.S. sprinter Allyson Felix, Super Bowl Champion Victor Cruz, and boxing world champion Manny Pacquiao.
“NIKE+ allows us to connect the physical world of sport with the social elements of digital to create a better sport experience for every athlete,” said Parker. “It’s about much more than a shoe. It represents a shift for NIKE from product, to product + experiences.”
Nike+ Basketball measures how high, how hard and how quick players play the game via the ‘Track My Game’ mode. The NIKE+ enabled basketball shoes track information on every movement during the game and deliver back information to the user, giving them a basis from which to improve. Messages from Nike Basketball players and coaches provide motivation when goals are reached. The experience also offers ‘Showcase’ mode, a feature that allows players to record a dunk and superimpose their live data on the video, which can then be shared with their friends via social media.
“I think Nike+ Basketball will change the game,” said LeBron James. “Giving every player access to this level of information will have a huge impact on the way players train and play the game.”
“When you’re growing up and playing the game of basketball, your friends are your competition,” said James. “Young players will be excited to track their stats to earn bragging rights or showcase their best plays on video. They’ll be anxious to get back out on the court to improve their stats.“
Nike+ Training is designed to turn working out into a game. Featuring insights from some of the world’s top athletes including Rafa Nadal, Manny Pacquiao, Allyson Felix and Hope Solo, the Nike+ Training experience makes elite level training available to everyone.
The programs consist of a series of short, sharp workouts, designed to help users get fitter, faster and stronger. Each workout is demonstrated on-screen to provide detailed guidance and motivation. During each drill or challenge data and feedback on the workout is delivered to the user’s phone via the Nike+ Training mobile app. Daily programs can be created based on how hard the user wants to train, and the app provides a digital community to share each day’s workouts and challenges with.
Workout statistics can be shared and compared with friends via social networks allowing users to challenge each other and compete to top the Leaderboard.
The first NIKE+ enabled Basketball shoe will be the Nike Hyperdunk+ which will be worn by LeBron James this summer.
The first NIKE+ enabled Training shoes will be the Lunar Hyper Workout+ for Women and the Lunar TR 1+ for men.
All three shoes to feature the new NIKE+ technology are part of the Lunarlon collection, which combines advanced NIKE Flywire technology with a sports specific NIKE Lunarlon cushioning system.
All styles of the NIKE+ enabled footwear will be available and at retail June 29, 2012, in the US, UK, France, Germany and Mainland China.