Nike is breaking new ground with the HyperAdapt 1.0, its first
self-lacing sneaker for the general public. The sneakers are pretty slick and easy to use for a
first-generation product, and they’re full of promise for things
to come, as I said in
my hands-on review of the shoe.

For most buyers, however, there remains a $720 barrier to
purchase.  Though the shoe is not part of a limited-time collection, it’s
being rolled out slowly, in waves, and only in particular
stores in the US. Interested customers need an appointment to
test out or purchase the shoe, and stock can be hard to come by
depending on how you time your visit. Nike says it has seen an “extremely strong response” from
customers interested in the product.

Though it’s not the newest Jordan-branded shoe or a limited-time
collaboration, it’s clear who the shoe is targeting with its high
price and limited supply: collectors, according to
NPD sports retail analyst Matt Powell. “I think the shoe will sell very well,” Powell told Business
Insider. Flight Club, one of the biggest shoe resellers both in New York
City and online,
has noticed that demand for the shoe has been high. 

“Since its release, the Nike HyperAdapt 1.0s have sold extremely
well for us,” Flight Club spokesman Steven Luna told Business
Insider. “Being the first of its kind, a self-lacing sportswear
shoe, we were certain it would generate much fanfare amongst
sneaker and technology enthusiasts.”

According to Flight Club’s systematic pricing, which takes
into account pricing history, what people are saying about
the product on social media, and other recognized sale patterns
in order to tell what a shoe is worth, the sneakers are

worth about $4,000 to resellers, depending on the
size.

That pricing is corroborated by a
cursory look at listings for the HyperAdapt 1.0 on eBay,
which show a similar range.

Stadium Goods, another
big name in reselling in New York City, is seeing a high demand
for the shoes as well as “tons of curiosity around how it
functions,” according to John McPheters, the founder of the
store.

McPheters theorizes that buyers so far have been motivated
by the technology and rarity of the sneakers, and less so their
athletic functions.

“I’m doubtful there’s a lot of sporting interest in these
shoes at the moment, given that they have a very prototype-y
feel,” McPheters said.

The technology used in the shoes originated from a
“what-if” technology-focused scenario first dreamed up in “Back
to the Future II.” That’s a slight deviation from Nike’s usual
mandate of making the training or sport experience better
for the athlete who wears its shoes.

Once the tech does progress into truly adaptive functions —
constantly tightening and loosening based on the wearer’s
movement — that mandate will be fulfilled.

While it is currently available in New York City at the Nike
Soho store and Nike+ Clubhouse, the shoe’s release will soon be a
bit wider, as customers will be able to try it on in Los Angeles
and Chicago starting December 20. A new gray color in addition to
the current black will also be launching that day.

McPheters noted that, if or when the shoe enters a
wider release, the prices could fall, though the 1.0 will always
have the unique designation of being the first self-lacing
sneaker on the market.

The shoe has broader implications for the brand moving forward.
Nike CEO Mark Parker went On
CNBC earlier this year, Nike CEO Mark Parker claimed
that self-lacing sneakers will be as big as self-driving cars in
the future, with mainstream appeal, application, and pricing