Nike is synonymous with the mantra “Just Do It.” But now, under new leadership and ambitious mandates, the sports giant isn’t just asking you to push yourself; it’s promising to push the very nature of footwear itself.
In an era of slipping revenues and fierce competition, Nike’s design chief, Phil McCartney, is leading what he calls an “epic” reinvention. This reinvention isn’t about retro colours or nostalgic models, it’s about radical innovation, including motorised shoes that could fundamentally change how we walk, run and think about athletes’ gear.
Why Nike Feels the Need to Reinvent
Nike on Thursday said it is working on a motorized footwear system to help casual athletes and mobility-impaired people move faster, one of four new products it teased in its latest effort to show the world it is still on the cutting-edge of sports technology.
Nike’s urgency is clear: for years, the brand has leaned heavily on lifestyle retro releases and less on breakthrough performance tech. The result? A revenue decline spanning six quarters and a share value drop of nearly 9% this year. The challenge is two-fold: reclaim relevance among serious athletes while also reigniting the imagination and excitement of general consumers.
McCartney’s appointment as chief innovation, design and product officer in May was to “fix one of Nike’s stalled development engines.”
The ‘Create Epic S-t’ Mandate
Nike designers now work under the mantra “Create epic s-t.” That language sets the tone: it isn’t about incremental tweaks, but radical leaps. Moreover, the company is focused on speed, releasing items 12 months ahead of schedule where possible.
Among the innovations McCartney highlights, one stands out: Project Amplify. This concept is still far from retail shelves, but its ambition is unmistakable. The goal: a powered footwear system that helps propel the wearer forward at each step, making walking or running become augmented. Prototypes currently resemble “robot legs,” though the design is evolving.
Nike doesn’t expect Project Amplify to hit stores until 2028, but the implications are massive. Imagine shoes that sense your gait, dynamically add power or assistance, reduce fatigue and enable longer distances. It’s a dramatic shift from foam-based tech. As McCartney puts it: “Make athletes better … If it’s not, we shouldn’t do it.”
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Beyond Motorised Shoes: Other “Epic” Moves
Project Amplify is the headline grabber, but Nike’s reinvention plan covers multiple strategic fronts. A shoe concept designed to calm athletes by targeting pressure points and stimulating specific parts of the brain. It crosses the boundary between performance gear and wellness/tech.
A garment debuting at the next Winter Olympics in Italy, with built-in inflation/deflation tech to regulate temperature, showcasing how Nike is weaving smart features into apparel, not just footwear, and a mesh-structure fabric for body-heat regulation, nearing launch, reflecting the enhanced role of material innovation in Nike’s roadmap.
These ventures echo a bigger strategic shift: Nike is treating product development more like a technology company.
The Stakes Are High
Analysts are clear: breakthroughs matter. As noted by Poonam Goyal of Bloomberg Intelligence, “Innovation and product development are everything; they need products to resonate to get shoppers interested. Should they fail, the turnaround fails.”
Nike’s performance matters not just to consumers but to investors. With a decline in revenue and pressure from competitors such as On and Hoka in running categories, Nike must regain its footing both on the track and in the marketplace.
What It Means for Consumers and Athletes
Why Nigeria and Global Markets Should Take Note
While Nike is headquartered in the U.S., its global supply chains, marketing reach and consumer base are worldwide, including major emerging markets such as Nigeria. As motorised and tech-enhanced footwear become viable in the near future, market hubs like Lagos will likely see early adopter interest, maximising the impact of Nike’s “epic” reinvention. Retailers, sneaker enthusiasts, and performance athletes in Nigeria should watch closely for launches in 2026–2028 and consider how these innovations will position Nike in Africa.
