‘Just do it again’: Nike launches ‘anti-gravity’ shoe tech to reclaim market edge

The renewed emphasis on innovation is the cornerstone of chief executive Elliott Hill’s turnaround strategy. He returned to the sportswear behemoth 12 months ago – ending a four year retirement – and has released a series of new products like the “anti-gravity” Vomero Premium and bespoke gear for record-breaking attempts as he signals a significant push to reassert the company’s leadership in sports technology after a period often associated with lifestyle products.

BMO Capital Markets analyst Simeon Siegel, who told The Wall Street Journal that “people had been very concerned that Nike was staring down a black hole”, said that company’s mammoth research and development budget – estimated to be about $US1bn a year – would be key to regaining its mojo.

 

“The question is can Nike ‘Just Do It Again?’ Can they use their industry leading R&D budget, industry leading marketing budget, and tell the story to consumers like they’ve always had?” Mr Siegal said earlier this year.

The refocus on performance innovation is beginning to pay off. Revenue rose 1 per cent to $US11.7bn in its latest quarter, following several quarters of declines and beating expectations of a modest fall.

The Vomero Premium, priced at $320, was launched 10 days before the Melbourne Marathon, which Nike sponsors, has created a fresh buzz and is sold out on its Australian website.

Nike vice president of global running Tanya Hvizdak said the shoe was inspired by anti-gravity training tools, like the Alter-G treadmill based on NASA’s differential air pressure technology that can reduce a runner’s body weight by up to 80 per cent, resulting in less impact on joints.

 

While the Vomero Premium is not certified by World Athletics because its 55mm stack height exceeds the 40mm limit, US marathon champion Conner Mantz said the shoe was critical in helping him bounce back from injury, creating enthusiasm among elite and weekend warrior athletes alike as they seek to gain that extra edge.

 

Mantz suffered a tear in one of his quad muscles in the lead up to last year’s Paris Olympics. He used the Vomero Premium in training and recovering runs, and Ms Hvizdak said his input during its development proved vital.

At Paris, he placed 8th, finishing in a time of two hours, eight minutes and 12 seconds.

“Vomero Premium is a distinct, disruptive innovation that would not be possible without … Conner Mantz’s feedback. The prototype was atypical of any running silhouette with its incredibly tall stack height of ZoomX foam and two Air Zoom units. However, the extra cushion was exactly what Conner needed while returning from an injury,” Ms Hvizdak told this masthead.

“Conner credits the shoe for his quick return from injury. He provided feedback for almost a year during Vomero Premium’s development cycle to help improve fit, traction and stability for the final version.”

Nike’s renewed performance focus is also dramatically reshaping the landscape of women’s sport through initiatives like the “Breaking4” project. This ambitious endeavour aimed to help Kenyan middle-distance runner Faith Kipyegon become the first woman to break the sub-four-minute mile, a barrier once thought insurmountable. It’s a goal she has come close to achieving, besting her own world record, running the mile in 4:06.42 in June.

 

Ms Hvizdak said that Nike “broke the mould at every turn” during this project, deploying a multidisciplinary team of biomechanists, researchers, and innovators. Kipyegon’s extensive testing at the Nike Sport Research Lab and at her training camp in Kenya led to the creation of “bespoke footwear, apparel and equipment prototypes.”

 

These included revolutionary advancements like Nike Flyweb, a first-of-its-kind, 3-D printed bra, and the Victory Elite FK, a custom Super Spike meticulously tuned for Kipyegon’s unique biomechanics.

The insights garnered from Breaking4 are now “powering the future of sport,” laying the groundwork for subsequent innovations that will empower female athletes to achieve new levels of performance and shatter existing records. This project not only celebrates a historic athletic achievement but also champions groundbreaking innovation and female empowerment on a global scale.

Ms Hvizdak said Nike’s global athletic performance research is not solely confined to its headquarters at Beaverton in Oregon. She said Australian elites have emerged as significant catalysts for innovation.

“Aussie elites have been more willing to test our new products and explore innovation with us. On top of that, their sharp insights during product testing help progress prototypes to finished product.”

 

Athletes like Sam Ruthe are at the forefront of this collaborative process, experimenting with shoe rotations and advanced training plans, providing invaluable real-world data that directly informs Nike’s design iterations.

Ms Hvizdak said this symbiotic relationship, where local talent contributes significantly to global sports innovation, ensures that Nike’s products are not just theoretically advanced but are rigorously validated and refined in diverse athletic environments.

“Our competitive advantage is our connection to athletes, combined with our continual drive to innovate and design for them. By putting the athlete at the centre of everything that we do, Nike can redefine sport in unimaginable ways.”

This article first appeared in The Australian as ‘Just do it again’: Nike launches ‘anti-gravity’ tech inspired shoe to reclaim market edge