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| A closer look at Marty McFly's 2011 Nike Mag Updated
By now you probably that 1,500 pairs of 2011 Nike MAGs real versions of the
fictional futuristic 2015 Nike Mag sneakers that Marty McFly wears in the 1989
"Back to the Future" sequel are being auctioned off a 150 pair a day for 10 days
to raise money and awareness in the fight against Parkinson disease.
You probably also heard that, unlike the ones depicted in that film, these
shoes lack the totally awesome (but in the age of Velcro and elastics, hardly
necessary) capability to lace themselves. unless you a hardcore "Back to the
Future" fan nike kobe shoes and/or overthetop sneakerhead, there probably a good deal you don know about the origins of what many have (until now) dubbed the "greatest shoe
never made."
In the runup to the Sept. 8 announcement of Back For the Future a new
partnership between Nike and the Michael J. Fox Foundation that aims to "erase
Parkinson from the spacetime continuum"
the Beaverton, Ore., athletic footwear company secretly gathered many of the
key people involved with the original Nike Mag in a soundstage on the Universal
Studios with a couple dozen journalists and bloggers from around the world many
flown in by Nike at the last minute to reveal the 2011 Nike Mag, and talk about
how it and its fictional doppleganger came to be. The discussion touched on the
early incarnations of the shoe, the origin of the name, why creating shoes for
the silver screen is important for reallife shoe design and just when we might
expect some honesttogoodness selflacing Nikes. few excerpts from my conversation
with Hatfield: Nike ended up in "Back to the Future Part II"
Tinker Hatfield credits Nike global director of entertainment marketing for
"arranging the marriage." "I think we found out about it about a month before we
came down here to meet with Amblin [Entertainment], and at that point the script
was still being written. At that meeting, we were asked to imagine what the
future looked like especially the footwear of the future. We knew a little bit
about the idea behind magnetic levitation hence the name Nike Mag. Discussions
after that focused on ways to make the shoe alive, which resulted in the idea of
them being selflacing." inspiration for that paintflecked sole
"It called Zolatone, and it was used a lot in the the '60s but had a lot of
resonance in the'80s," Hatfield said. "You'd see it on things like the interiors
of Airstream trailers."
Technical challenges in bringing the shoe to life
"Electronics are pretty tricky," said Hatfield, "especially in a shoe that
meant to be flexible enough to be worn, not to mention one that lights up at the
touch of a button. On the original version, to make them light up, Michael J.
Fox had to have a 3pound battery in his back pocket, and wires running down both
his legs. Even then they didn stay illuminated for very long."
On why the shoe resonates with fans cheap nike kobe shoes
"They become kind of a modernday version of the ruby slippers from Wizard of
Oz said Hatfield, "and I think they that iconic because they seem to symbolize
the optimistic part of the future."
Why creating makebelieve shoes is important of the reasons we take these
projects is because they open up a sense of fantasy and creativity," said
Hatfield. "Every time we do this we end up getting ideas that lead back to our
other athletic shoes. A project like this makes you feel like you can do
anything. It's very freeing to be able to think of shoes in a completely
different way. can take chances in a way you can when you [designing a shoe for]
an elite athlete."
On whether a selflacing sneaker is in the works
"Look, the date in http://www.nikeshoesa.com/nike-kobe-c-23/ the movie is 2015," said Hatfield. "And I'd say that's about the stage in the process
we're at right now. PDT on Sunday, and as of Friday (according to the running
tally at the partnership Back For The Future website) there are 450 pairs of the
2011 Nike Mags up for grabs.
Adam TschornNike offers up Marty McFly to the Future shoes
Photos: At top, a wall display of the NIKE Mag at the the Montalban Theatre
in Hollywood at the shoe Sept. 8 unveiling. At center, Tinker Hatfield, Nike
president innovation, design and special projects, addresses the crowd during
the unveiling event. At bottom, a closer look at a pair cheap kobe shoes of the shoes that are being auctioned off to raise money to fund the Michael J. Fox
Foundation fight against Parkinson disease. Credit: Moloshok/Reuters. Below: The
promotional video for the 2011 Nike Mag auction, starring Bill Hader and Kevin
Durant. (courtesy of Nike Inc.)
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