Nike's Heading Back to the Future

Nike Air Mag shoes

UPDATED with details… Today shall long be remembered as one of the greatest moments in modern history. Today is the day Nike is announcing the manufacture and availability of Marty McFly’s shoes from Back to the Future, Part II with “power laces.”

UPDATE: Just 1,500 of these bad boys have been made, and they’re all being auctioned on eBay to benefit Michael J. Fox’s foundation for finding a cure to Parkinsons Disease. They won’t be available for general consumerism, they’re not in stores or orderable online. Nike is calling these “predecessors to the 2015 model,” so while they do light up (with a rechargeable battery, no less, that carries a 5-hour charge) they don’t have power laces. Wah! Most of the shoes on eBay are hovering around the $5,000 mark, though some have already topped $9,000 or even higher.

Remember those blue/grey shoes that Marty McFly wears in the future, when he impersonates his own son? The scenario itself is rather forgettable, but the futuristic technology that Back to the Future II showed us was permanently etched in the minds of an entire generation. For years, we’ve been waiting for our world to catch up to the movie’s world of 2015, with its flying cars, hoverboards, and self-lacing tennis shoes.

Well, as of tonight, we can check one of those items off the list. On David Letterman’s show tonight at 11:30 EST, Michael J. Fox himself is appearing to announce that the “Nike Air Mag” shoe has finally become a reality. Nike has been dropping hints for a few days now about the impending arrival of the future shoes, such as this teaser vid called “McFly’s Closet”:

Coinciding with Fox’s appearance on TV tonight is a special press event in L.A. dubbed the “It’s About Time” event. The cool cats at NiceKicks.com have posted a very cloak-and-dagger personal account of a midnight phone call from Nike, being whisked away to California in the middle of the night, put up in a hotel room, and greeted there by a mystery package containing loads of goodies based on Back to the Future, Part II, including a pair of Doc Brown’s futuristic metal glasses. They also received an iPod Shuffle that held a personal message straight from Christopher Lloyd, aka Doc Brown, where he announced, “Welcome to Los Angeles. If my calculations are correct, over the next twenty-four hours you’re about to see some serious sh*t!”

I think it’s safe to say that we will indeed.

So we know it’s happening, we just don’t know when the shoes will be available or (most importantly) how much they’ll cost. This is the big question. Will Nike do something bold and give them an aggressive price point that’s affordable by all? Or are these shoes so high-tech and high-end that only the wealthiest consumers will be able to afford them? I mean, seriously, these things could fall anywhere at all on the spectrum. Nike could price them to sell at $100 or $150, or they could treat them as an elite, save-up-for-months product in the $500-$1,000 range. Or even higher.

What do you think they’ll be? I’ll update this post later tonight once the official announcement has been made.

 

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Robin Parrish
@robinparrish

Unathletic, uncoordinated tall man with endless creativity stampeding through his overactive brain. Comes with beard, wife, and two miniature humans. Novelist. General blogger and main Gaming Geek for ForeverGeek. Lead Blogger, Apple Gazette.

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