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Nike “HyperAdapt 1.0”

Director: Pierre Michel-Estival

Brand: Nike

Nike debuts a wave of innovation with a new adaptive lacing shoe. Nike HyperAdapt 1.0 is the first self-lacing shoe; the future is suddenly the present. The shoe doesn't use a traditional lacing system, but rather a battery-powered series of pulleys that cinch the throat of the shoe. When the wearer steps inside the shoe, sensors at the bottom register his or her weight and the position of the foot inside. Check it out in the spot Digital Domain helped create!

VFX Supervisor
Dan Akers

CG Supervisor
Lee Carlton

Peter Nelson