Nike x Back to the Future Self-Lacing Air Mag Release AnnouncementLMNOLA
Okay, so they didn't EXACTLY announce the release date or even really confirm that the shoes are definitely working exactly the way they do in the movie, but they might as well have.
Max Erdenberger is a former art director at the advertising agency, Wieden+Kennedy, in Portland. Wieden+Kennedy has been working with Nike for years and they are some of the best in the business when it comes to advertising. Some would even say that without them, Nike would not be where they are today.
So is Max giving us the first look at a functioning version of Nike"'s long promised Back to the Future powerlace Air Mag? He posted a picture of himself holding the shoe with a date: October 21st, 2015. For those who aren't aware, that is the date that Doc and Marty travel to in the second Back to the Future film. In the movie, they are surrounded by hoverboards, flying cars, dinners that come dehydrated from fast food chains so you can rehydrate and heat them when you're ready, clothes that adjust their size so they will fit everybody perfectly, and that still doesn't even begin to cover it.
Unfortunately, we aren't anywhere near the society that was seen in the movie, but a functional version of these shoes would be the coolest start ever. A "normal" version of the shoes have been made before though. In 2011 the Nike Air Mag officially released with a limited quantity of 1,500 pairs and all proceeds of their sales went towards the Michael J Fox foundation. The foundation brought in nearly $6 million in proceeds and an additional $11.2 million through various investors, proving an incredibly successful launch. The real Nike Air Mag pair that was actually worn by Marty McFly in Back to the Future II is owned today by a prop collector where they sit inside a glass case.
This isn't the first time we've heard about Nike working on a functional version of the power lacing shoes either. In 2014, Nike filed for a patent on the self-lacing technology before they had even developed the technology they wanted to patent. At the Agenda Emerge industry conference in Long Beach back in January, Nike's innovation chief, Tinker Hatfield, said the shoe would definitely be released in 2015. He declined to give a release date or pricing and distribution info, reminding the crowd that there are still "11 and two-thirds months left in 2015." If he's going to keep his promise, he only has a little over three months left! I'm on the same page as Max though: The shoes would be cool, but…
Hoverboards would be cooler ¯_(?)_/¯