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Let’s take a trip back to 1989, the year Sky TV launched, George Bush Snr. became US President and the sequel to everybody’s favourite time travelling adventure was released in cinemas.
Back to the Future 2 was a success and became one of the highest grossing movies of the calendar year. To make things extra sweet, Universal Studios enlisted legendary Nike designer Tinker Hatfield of ‘Air Max’ fame to create a shoe for the movie that could emulate life in 2015. That shoe became the ‘Nike Mag’.
Fifteen years and three thousand hours of work later, the ‘Mags were released to the public in extremely small quantities after the success of an online petition. They included the famous electroluminescent soles and a re-charchargable battery capable of lasting 3,000 hours.
All 1,500 pairs were snapped up via dedicated eBay auctions, with proceeds totalling $5m, donated in full to The Michael J Fox foundation for Parkinson’s research.
Now, four years on and with that infamous 21/10/15 date beyond us, the Mags are back. While the 2011 release was lauded by buyers worldwide, the self tying laces from the movie weren’t replicated. Until now.
Anticipation of a second launch reached burning point this past week with Nike confirming every sneaker and movie lover’s dreams, that fiction was to become reality.
Nike President and Chief Executive Officer Mark Parker said: “We’ve invented a new technology that will benefit all athletes. By imagining the future, we create it.
“Products that come alive with on-demand comfort and support when you need, products that sense and adapt to you are right around the corner.”
Ears appear to have listened instinctively to Marty McFly when he famously said “If you put your mind to it, you can accomplish anything.”
The ever changing wheel just got reinvented.
The Nike Mag will be released via auction in Spring 2016 with all proceeds to be donated to the Michael J Fox Foundation for Parkinson’s research.