
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.”







