Nike has launched the HyperAdapat 1.0 sneaker, which it says is the first "self-lacing" mass-produced shoe of its kind.
Nike is taking innovation to a whole new level; its shoes now lace themselves.
The Beaverton, Oregon, company announced on Wednesday the Nike HyperAdapt 1.0, the first sneaker with "power lacing." After a decade spent securing patents, the company has unveiled an adaptive sneaker that is said was self-lacing and self-fitting.
It will be the first mass-produced sneaker of its kind, the sportwear giant said.
"We think this is going to change the way all shoes are made in the future," the shoe's creator and lead Nike designer, Tinker Hatfield, told CNBC.
According to Nike, the show automatically adjusts to the athlete's foot, and can be adjusted by plus and minus buttons located on the sides of the sneaker.
The shoe's stitching combines the FlyWeave and FlyWire technology that Nike had previously introduced.
The HyperAdapt 1.0 will be available in the 2016 holiday season, exclusively on Nike's new digital application Nike +, in three color variations.
"This is our first effort," said Hatfield. "We know it's not perfect but it's a big step forward," he added.
Hatfield said Nike was already working on the shoes's second iteration.
"Much like an autonomous car is adaptable and can tell you when someone is too close to you, these shoes can sense your body and react accordingly," he said.