“Say goodbye to the shoelace,” Michael Donaghu, Nike’s director of global footwear innovation, told a group of assembled media and influencers from a stage in the company’s New York headquarters on Tuesday.
The presentation was held to reveal the Nike Adapt BB, the company’s new version of a self-lacing shoe. It’s a performance-focused and heavily upgraded version of Nike’s first self-lacing shoe, the Hyperadapt 1.0, which was built for general consumers.
The BB stands for “basketball,” and the shoes were created to be played in, first and foremost.
The Adapt BB is smart enough, however, to adapt to a wearer’s foot at the touch of a button. The app also lets users change the color of the glowing twin dots on the midsole of the shoe to 14 different colors.
Nike will begin offering the Adapt BB in February for $350 — less than half the Hyperadapt’s original price of $720. It comes with a wireless charging mat, which can charge the shoes in three hours for two weeks of wear time.