NIKE(US:NKE) 财联社·2025-10-24 14:25Core Insights - Nike, in collaboration with robotics startup Dephy, has launched Project Amplify, the world's first powered shoe system designed to enhance walking and running experiences by enabling users to run faster and walk further with less effort [2][4]. Product Overview - The Amplify system resembles an exoskeleton, featuring a transmission device that wraps around the ankle to assist human movement, significantly improving speed and ease of movement [2]. - The target demographic for this device includes "runners" with a pace of 10-12 minutes per mile (approximately 6-7 minutes per kilometer), aiming to make uphill walking or running feel like moving on flat ground [4]. - Early tests indicate that the device can enhance a runner's pace by nearly 20%, meaning a runner who typically takes 6 minutes to cover 1 kilometer could potentially reduce their pace to under 5 minutes with Amplify [4]. Market Positioning - Nike emphasizes that Amplify is not merely a "running aid" but is aimed at everyday commuters, as battery-assisted devices are not permitted in formal competitions [4]. - Market testing in cities like Los Angeles, New York, and San Francisco revealed that potential users might be more inclined to walk longer distances instead of taking taxis if they had access to this device [4]. Development Status - Currently, Amplify is in the early prototype stage, with the existing models being noisier and bulkier than desired, lacking the streamlined aesthetic [5]. - The company plans to launch the product to the market around 2028, indicating a significant development timeline ahead [5].