In the 1989 movie “Back to the Future Part II,” Michael J. Fox’s character, Marty McFly, wears a pair of Nike brand, self-lacing shoes. Almost thirty years later, Nike announced their “HyperAdapt 1.0” shoes that lace themselves. Is this the latest in conspicuous consumption, a chance for people to show off athletic shoes with no useful purpose other than to advertise that the wearer could buy $700+ sneakers? Let’s ask Michael J. Fox.
Michael J. Fox was diagnosed of Parkinson’s Disease at age twenty-nine. In response, he created his eponymous foundation for Parkinson’s Research. The affliction manifests itself in myriad symptoms, including speech, balance, tremors, dexterity and others. For someone with the disease, tying shoes can be difficult, if not impossible.
In partnership with the Foundation, Nike in 2011 auctioned off 1,500 pairs of their Nike MAG shoe, a replica of those featured in the movie. The entire proceeds, $10 million, went to the Michael J. Fox Foundation. October 2016 saw the release of the new Nike Mag, complete with the self-lacing technology. The limited release, 89 pairs – was raffled off at $10 per ticket. This brought $6.75 million into the Foundation.
