Called Go Flyease, it’s Nike’s first pair of lace-up sneakers that can be put on and taken off easily without using your hands. Casual footwear arrives at a time when people are touching less during the pandemic and a rebirth of more comfortable counterparts that require minimal effort to put on and take off, like the Crocs.
The Go Flyease has unique features, including a tension strap that holds the shoe in place of the laces. Putting them on involves just stepping on the shoe so that it snaps into place. To remove them, just step on the heel.
The shoes will go on sale on February 15 for $ 120 to subscribers of the free membership program on the Nike website. Wider availability is planned for later this year.
Nike’s new sneakers are coming at a time when home consumers want comfort. This is evident from Crocs (CROX)‘most recent gains, which revealed a 55% jump in revenue. The company said it expects 2020 to be its biggest sales year.
Launching the new shoes on your website first also fits Nike’s (NKE) strategy of selling directly to consumers instead of third-party retailers. The company reported in December that its online sales increased 84% in the last quarter, when people bought sports and gym shoes.