Nike CEO Mark Parker has announced a number of new products, including an “adaptive lacing” platform, a football boot that separates mud from cleats and advances in Nike Air and Nike Flyknit ranges.

He said the developments represent a “fundamental shift” in how it serves the athlete. “We’ve entered a new era of personalised performance. Athletes want more than a dashboard and data – they want a more personal relationship, one that gives them real solutions and total access to the best product and services.”

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