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Nike has unveiled Project Amplify, a "powered footwear system" designed to make running and walking easier for everyday athletes. The system combines a lightweight motor, drive belt and rechargeable battery that integrate with a carbon fiber-plated running shoe. According to the company, the technology augments natural ankle and lower leg movement, helping people maintain a 10- to 12-minute mile pace with less effort. Testing data from over 400 athletes suggests the system can help runners shave up to two minutes off their mile time, with some describing the sensation as making uphill terrain feel flat.The technology draws clear parallels to electric bikes, which transformed urban commuting and recreational cycling by making them more accessible for a broader audience. Nike developed Project Amplify in partnership with robotics company Dephy, conducting extensive testing at the Nike Sport Research Lab. Participants logged over 2.4 million steps across nine hardware iterations. The first-generation product isn't intended for competitive runners seeking marginal gains, but rather for people who want to extend their walking commute, add more movement to their daily routine or simply enjoy running for an extra mile or two. The shoes can be worn with or without the robotics system attached.TREND BITEAugmentation technology is moving from workplace exoskeletons into consumer products that enhance everyday activities. While Skip integrated a battery-powered knee brace into Arc'teryx hiking pants to reduce joint strain, Nike is embedding power directly into footwear to make running more accessible. This shift reflects a broader opportunity: rather than pushing people to perform at elite levels, brands can use technology to lower barriers to participation. The question for businesses isn't whether augmentation will become mainstream electric bikes already proved that model works but which everyday activities could benefit from a similar assist. As populations age and sedentary lifestyles increase, products that make movement easier and more enjoyable could reshape expectations around physical activity while creating entirely new categories of sports and recreation equipment.
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Marketing and Advertising
Dutch bike subscription company Swapfiets launched "Bike Buddies" during this year's Amsterdam Dance Event, offering festival-goers safe accompaniment from DGTL parties to a nearby ferry between midnight and 7 AM.
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Marketing and Advertising
Catch up on select AI news and developments from the past week or so. Stay in the know. Read the full article at MarketingProfs
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Marketing and Advertising
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