Sneakerhead Disappointed, Nike Stops Self-Lacing Shoes Application

Nike stopped the self-lacing adapt BB application. (photo: x @AdaptBb)

JAKARTA - In 2019, Nike approached his dream of popularizing self-lacing shoes by releasing Adapt BB. Using Bluetooth, these shoes are connected to the Adapt app which allows users to tighten or loosen their straps and control their LED lights.

Unfortunately, Nike has just announced that they will "stop" the app on August 6, so that the app can no longer be downloaded from the Apple App Store or Google Play Store; and will not be updated again.

In a recent announcement by The Verge, Nike's brief explanation for stopping the app is that Nike is "no longer making new versions of Adapt shoes." The company began notifying shoe owners of the termination of the app about four months ago.

Those who have purchased these shoes can still use the app after August 6, but it is estimated that iOS or Android updates will make this app unusable. In addition, those who get new devices will not be able to download Adapt after that date.

Without an app, users can't change the color of the LED light on their shoes. The lights will keep the final color scheme selected through the app or, according to Nike, "if you don't install the app, the light will be the default color."

While the owner can still use the button on the shoe to turn on or off the shoes, check the battery, adjust the rope tightness, and store compatibility settings, the ability to change lighting and control shoes through the phone is one of the main sales points of these $350 shoes.

While Adapt BB is the third version of Nike self-lacing shoes and the most available, these shoes are likely to lose some of the most marketed features. Nike still retains other mobile apps directly related to shoe functions, such as shopping apps and Run Club apps to track running activities.

The owner of Adapt BB has expressed his disappointment after learning about this news. A Reddit user who claims to have had several pairs of shoes called this news "hyper bullshit," while other users described it as "very big disappointment."

Some hope that Nike will make this application open-source so that customers can maintain the original and full function of its shoes. However, Nike has not shared any plans to do this. Ars Technica has asked the company this, but has not received a response before publication time.

Someone with the name Maverick-1776 on Reddit wrote: "This shirt is very expensive when it comes out. I don't understand why supporting this app is a big deal. That doesn't mean they need to dedicate the development team."

"Hopefully this app doesn't disappear if you've installed it. I like to use the app to see how many batteries are left, or just play with LED."

Reddit's Taizan said companies like Nike should "bid alternatives or issue goods into public domains when they do things like this," adding: "Sufficiency also involves the maintenance of past products, whether digital or not."

"I'm out. I'm sorry for them."

Some may not be surprised that Nike's efforts to commercialize shoes from Back to the Future Part II encounter obstacles. Nike, for example, also stopped NikeConnect, its app for the NBA jersey for $200 (IDR 3.2 million) announced in 2017 that turned users into marketing gold.

Ordinary sneaker users may ignore the striking features of Adapt BB, but these shoes have a congenital deficiency that can also make sneaker fans frustrated. It didn't take long, for example, for recommended software updates to cause shoes to break, including making them unusable by anyone who wants to tighten their straps (at the time, Nike said the issue affected a small number of owners).

The Nike technology experience plays a role, as company testing reportedly does not fully consider all the different phone models used and their varying Bluetooth capabilities.

Damaged Nike shoe update is an early warning of what happens when expensive products are tied to the technology run by companies with limited technology experience.

Reddit rtuite81 users called Adapt's termination "completely expected, but frustrating." They added:

"I knew this day was coming... I just didn't think it would happen so quickly LOL. I've only had this for a little more than a year and put it on about 15 times. Hopefully my phone currently lasts longer than these shoes."

This year, it has been reported about customers from many companies including Amazon, Oral-B, and Spotify, which have disappointed early adopters of their ambitious projects linked to technology.

As we see today with AI, companies are eager to impose technology into products that don't really need it to differentiate themselves and make money. But this makes customers an accidental trial subject for products that will eventually be abandoned. And when customers like Reddit's henkmanz are disappointed, they lose confidence in these trendy products:

"I'm done with products that are supported by the app, now. If you can't trust a multi-billion dollar company like Nike to continue to support shoes, how can you trust a baker or automaker? I'm out. Regret them."