Monday, September 12, 2011

Nike Brings the “Future” to the Present

By Katy Fincham

“The greatest shoe never made” is finally here….and it’s four years ahead of schedule!

In the 1989 cult classic film “Back to the Future II,” Marty McFly (Michael J. Fox) and Doc Brown (Christopher Lloyd) have once again been sent through time and finds themselves in the year 2015. Clearly dressed for the 1980’s, McFly is given a pair of NIKE’s in efforts to blend in with the youth of the future. Since their pictorial debut, fans and sneaker collectors have begged for NIKE to release a model of the shoe for purchase.

On Thursday, September 8th, NIKE announced that 1,500 pairs of the mythical 2011 NIKE MAG shoes will be auctioned on eBay and all of the net proceeds will go to The Michael J. Fox Foundation for Parkinson's disease research. The ten-day auction has already created a buzz and awoken their cult following. As of today, the highest winning bid reached $37,500.00 for one pair!

According to NIKE, “the 2011 NIKE MAG was designed to be a precise replica of the original from Back to the Future II. The aesthetic is an exact match, down to the contours of the upper, the glowing LED panel and the electroluminescent NIKE in the strap. The 2011 NIKE MAG illuminates with the pinch of the “ear” of the high top, glowing for five hours per charge.”

The promotion and marketing behind the NIKE MAG is just as clever and fun as the shoe itself. Commercials are already out, featuring Christopher Lloyd playing his memorable role as Doc Brown; and Michael J. Fox officially debut the shoe during a guest appearance on David Letterman last Thursday. With funds going directly to The Michael J. Fox Foundation, fans and collectors get a sense of helping those in need, while also satisfying a childhood fantasy.

The only thing NIKE MAG is missing? Power laces….guess we’ll have to wait until 2015!

Katy Fincham is an Account Executive at Maroon PR.  Contact her at

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