Nike are no longer the dominant force!!! Ultra Boost have taken their market share from the US…….
But what other brands haven’t been able to capture for me just yet, is the experience and belief that dreams are still alive.
Back to the Future 2 was out and McFLY was just putting his feet in to Wonderland - self lacing sneakers?!! NO WAY!!!
Well nearly 30 years on, the most curious of boys had our very own wonderland moment. The Hyper Adapt 1.0. Now this wasn’t MAG shoe from the 1988 Classic but it was the same futuristic tech which brought the gasps from kids everywhere.
We were invited to Niketown to see the past brought to life and we were not disappointed. Seated in a sumptuous black Eames chair, we were handed a VR headset where we we're transported into the one and only Tinker Hatfield’s office. The pure genius of Tinker Hatfield has given me some of the greatest highs you can imagine, from designing some of the most iconic sneakers ever, back to the future, ahh sitting in Mr. Hatfields office and who’s sitting across from me? The man himself, in living colour or tiny microdots, introducing me to E.A.R.L (electro adaptive reactive lacing) Hyperadapt 1.0 - talking directly to me about Wonderland, moving around his/our office ;) whilst I’m spinning around on the eames chair to look at concept boards. I glance around and see sketches, sneakers, autographs, pics of the G.O.A.T (Michael Jordan), the Nike campus out the window, the prototypes behind, the lighting in his office, what style desk he has….
"Focus, focus...", I tell myself. Mr Hatfield is still talking. By then, I have no idea what I’m doing, who I am, what decade I’m in; my brain receptors are in adaptive overdrive. This was insane and I wasn’t even wearing the sneakers yet. I could’ve left at that point absolutely content in the world, but there was more to come. As Tink said farewell (we’re friends now, I can call him Tink) I was completely overwhelmed. I couldn’t comprehend what had just happened and then I was handed the box. It was huge. I sat there, looking at it for a few minutes, scared to open it.
But when I finally did, I was not disappointed!!! I had read an article in Wired almost a year ago speaking in-depth about the process, the struggles, the pleasure, etc and here I am, about to put my feet into 30 years of work.
"NO WAY!!" I screeched, the cool had left me at the iPad checkin desk. I was a boy, a gleeful curious boy, watching the future right now.
Check out Wired Magazine's article and the Netflix series 'ABSTRACT the art of design' for information on the design process.
We will also be sharing a full unboxing of the shoe in the coming days, with updates to follow on our youtube channel.
That Rabbit Hole is getting wider and wider….