Nike’s app-connected ‘custom shoe for everyone’ doesn’t exist in women’s sizing


The future is female – unless you’re Nike, of course.

The cobbler and cultural force that brought us everything from the Air Jordan to the Air Yeezy returns with the release of an app-connected shoe that Nike says will forever change our understanding of fashion. perfect fit. Sneakerheads, meet the Nike Adapt BB: “a custom-made shoe for everyone” which The edge pays it turns out that there is no size for women.

The shoe, announced on January 15 and available for purchase from February 17, offers everything you’ve never needed in a pair of kicks. According to splashy press releaseyour hard-earned $350 buys you not just sneakers, but “a platform that creates a truly personalized fit by combining an advanced lacing system, app, and continually updated firmware in the new shoe Nike Adapt BB basketball shoe.


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As Michael Donaghu, Vice President of Innovation at Nike, Explain, this self-tying shoe (aka the “advanced power lacing system”) is the innovation the world has been waiting for – much like the car replacing the horse-drawn carriage or video streaming replacing the VHS tape. And yes, needing an app to tie your shoes seems like a version of the future, albeit a particularly awful one.

“[The shoelace] remains, in a way, despite its imperfections”, he writes with a hint of what is surely genuine disbelief. “We’ve all had shoelaces undone on us, forcing a sudden time-out. And because the foot visibly swells throughout the day – even during a single basketball game – we constantly have to tie and untie our shoes. to get the right fit.”

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The solution to this millennial problem, we are told, is the Adapt BB. And maybe the shoe is awesome! We haven’t tried them, but a reporter from The Verge did, and she wrote that they were hard to get. The journalist, Ashley Carman, also noted something else: the “sneaker of the future”, as she dubbed it, “will only be marketed in men’s sizes”.

We reached out to Nike to confirm there won’t be a women’s sizing for the Adapt BB, and a company spokesperson pointed out that while the shoe will only be released in men’s sizing, it’s is a unisex shoe that can be worn by everyone.

“What The Verge wrote is not entirely correct as this is a unisex shoe,” the spokesperson wrote. “They are available in men’s sizes M7-M14 and M15, which equates to the following: W8-W 15.5, W16.5).”

And, of course, women can and do wear men’s shoes all the time. And Nike offers a convenient size chart to convert men’s sizes to women’s sizes. However, with the smaller Adapt BB size of a men’s seven, anyone looking for something smaller than a women’s 8.5 is out of luck. And, as The Verge reports, the WNBA has at least one player wearing the equivalent of a men’s 6.5 – “so not even every professional basketball player can wear them.”

This is not a problem unique to Nike. Last November, Steph Curry responded to a letter from a young fan asking why his Curry 5s basketball shoe was not offered in girls’ sizes. He promised to change that in the future. Time will tell if Nike follows suit.

But hey, maybe Nike is just trying to do women the favor of not having to charge their shoes on a wireless charger? It’s truly revolutionary.

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