Puma Releasing Self-Lacing Sneakers to Take on Nike

The "Back to the Future"-style Puma Fi will be paired to a smartphone via Bluetooth.
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Puma just unveiled self-lacing sneakers that will literally give Nike's a run for their money.

The German sportswear brand calls its high-tech kicks "Puma Fi." Fi is short for "Fit Intelligence," an interface designed to automate and tweak how the shoes fit to a wearer's individual specifications. 

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Like Nike's Swoosh-bearing Adapt BB, the Puma Fi can be paired to a smartphone via Bluetooth. 

The biggest difference is that they don't automatically tighten, but are instead adjusted by swiping up or down on a Fi module that houses a battery-powered micromotor and "cable system," i.e laces.

It takes just an hour to charge them up for a week on a wireless charging plate. 

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With a breathable upper and industrial-grade fiber support system, Puma says the futuristic footwear is suited to the gym or the street, though the look is admittedly more utilitarian than stylish. 

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Fortune reports that the Puma Fi won't be available until next year, but a select group of 20 fans and a few celebrities—including five-time Formula One champ Lewis Hamilton—will beta test them before they go on sale in spring of 2020 for $330. That's $20 less than the cost of Nike's Adapt BB, if you're keeping track.

“We’re on the ten-yard line,” Charles Johnson, Puma’s global director of innovation, told Fortune. 

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“The product is working, we’ve got it functional but we really want to have some additional learning before we bring it to market.”'

Let the self-lacing sneaker wars begin--Back to the Future's Marty McFly would be proud.