Nike has debuted the self-fitting sneaker as the business model of the 'future'.

Taking on fit and customisation in a completely new way, the Adapt BB is a system that combines an advanced power-lacing system and an app to create a custom fit. And a fit that works with the athlete while creating a fresh approach to business.

It follows their 'flywire' and 'flyknit' models that allow a more custom fit, and the HyperAdapt which was the first to feature power-lacing.

“We picked basketball as the first sport for Nike Adapt intentionally because of the demands that athletes put on their shoes,” says Eric Avar, Nike vice president and creative director of innovation. “During a normal basketball game the athletes’ foot changes and the ability to quickly change your fit by loosening your shoe to increase blood flow and then tighten again for performance is a key element that we believe will improve the athlete’s experience.”

The custom motor in the shoe senses tension and adjusts accordingly to keep the foot locked in tightly for maximum support. Over time Nike have said they will offer pre-set tightness for the shoes, available for $350.

“That the app allows the ability to put the shoe on and touch the button, change the colors, see the percentage on the battery,” “it’s just cool. -  Jayson Tatum of the NBA’s Boston Celtics