Almost 30 years ago, Nike was asked to collaborate on a movie, Back to the Future, that would feature scenes set in the futuristic world of 2015. The brand was challenged to imagine sneakers that would suit the inhabitants of the advanced era. The result, the Nike Mag which reinvented the conventional lacing system, integrating it into an inimitable design that became an enduring beacon of popular culture. As Nike, President and CEO Mark Parker put it, “We started creating something for fiction and we turned it into fact.” Nike delivered a pair to Michael J. Fox in October introducing the innovation to the shoe’s first, and most celebrated, wearer. This innovation advances what was coined the Nike Mag’s ‘power laces,’ combining the archetype invention with digital technology. The result is an individually responsive system that senses the wearer’s motion to provide adaptive on-demand comfort and support.