为了让你“跑”起来，耐克使出了浑身力气

Core Insights - The article discusses Nike's ambitious Project Amplify, a functional power shoe system designed for running and walking, which aims to enhance user performance and comfort [4][11] - The innovation reflects a shift in the sports industry from purely performance-driven products to those that also consider emotional value and user experience [10][20] Product Overview - Project Amplify consists of two main components: a mechanical leg system with motors and a carbon fiber-embedded running shoe, which can be used with or without the power system [6][8] - Currently, the product is in the experimental stage, with limitations such as a battery life of only 30 minutes and a limited number of compatible shoe styles [8] Market Context - The running shoe market has seen intense competition focused on speed and performance, with brands like Nike previously pushing the boundaries of technology to achieve record-breaking results [9][10] - The article highlights a transition in consumer expectations, where the demand for innovative technology is now coupled with a desire for products that enhance overall well-being and usability [10][12] Innovation Strategy - Nike's innovation team allocates 20% of their efforts to developing concepts that may never reach the market, akin to "moonshot" projects typical in Silicon Valley [15] - The article emphasizes that these innovations must ultimately translate into measurable commercial returns, contrasting with the more forgiving valuation logic of tech companies [15][18] Structural Innovation - Structural innovation is defined as advancements that fundamentally enhance product performance and can be applied across various categories, exemplified by technologies like Nike's AIR and Adidas' BOOST [18][19] - The article suggests that the definition of structural innovation is evolving, with a focus on adaptability to individual user needs, as seen in Project Amplify's design [20][21]