Digital Sport’s Weekly Wash-up 18/03/2016

Nike launches the first-ever self-lacing shoe

Announced some months ago, Nike has finally unveiled its self-lacing shoe, the sneaker of the future, named ‘HyperAdapt 1.0’.

Nike has used its ambassadors to exclusively release and promote them including Cristiano Ronaldo. The Real Madrid superstar was the first athlete in the world to try them and showed the world via his social media channels.

Senior Innovator at Nike Tiffany Beers said the company wanted to offer the dream of tomorrow with a simple system.

“When you step in, your heel will hit a sensor and the system will automatically tighten. Then there are two buttons on the side to tighten and loosen. You can adjust it until it’s perfect,” she said.

HyperAdapt 1.0, the first-ever self-lacing shoes on the market, will be available only to members of Nike+ next summer in three colors.

Wow! Thanks @nike for letting me be the first athlete in the world to try the new HyperAdapt 1.0 #nike2016 #nikeinnovation

A video posted by Cristiano Ronaldo (@cristiano) on


LiveLike to introduce VR to Tennis

VR company LiveLike has signed a partnership with ATP Media, the broadcast arm of the ATP World Tour, in order to provide a live streaming VR experience at Indian Wells Master (BNP Paribas Open), played this week in California.

Under the deal, ATP Media and Live Like are introducing an exclusive virtual reality experience at the BNP Paribas Open offering the ability to watch every serve, rally and point as if from a courtside seat.

ATP Media Chief Operating Officer Stuart Watts said that this trial in Indian Wells is only a first step for virtual reality streaming experience in tennis.

“The partnership with LiveLike VR is another example of the technological strides we are taking in delivering a fully immersive tennis viewing experience to fans worldwide,” Watts said.


Formula One is back

The new Formula One season is starting this weekend in Melbourne and the new stable, Renault Sport Formula One Team, has unveiled its Formula One car in a pretty cool way.

As a wink to Australia, Renault used a big surfboard to bring the racing car to Melbourne. This incredible video includes both stable’s pilots, Kevin Magnussen and Jolyon Palmer, and Australian surf superstar Ellie-Jean Coffey.

Adding to this crazy promotion, Renault will use social media to boost the campaign with the hashtag #LetsRaceTogether, displayed on the car.


Paul Pogba joins adidas

French Football superstar Paul Pogba has finally signed his first sponsorship deal with a kit partner, German brand, adidas.

According to La Gazetta Dello Sport, adidas would have spent €40 million over 10 ten years to get the Juventus player.

With its new ambassador, adidas wants to provide a collection of products dedicated to Pogba, starting with the launching of a special pair of ACE 16+ Purecontrol in black and gold, the player’s favorite colors, adding two messages on boots: “Pogboom” and “Pogbance”.

Paul Pogba said he was delighted to sign his first sponsorship deal which was an important step in his career.

“I chose adidas because we share the same values and passion. We have the same style inside as well as outside the ground,” he said.

About author

Adrien Danjou
Adrien Danjou 140 posts

Adrien is a Digital Marketing Manager in France and a Digital Sport lover. Follow him on Twitter: @Adrien_DH

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