NEW YORK (Reuters) - Nike (NYSE:NKE), the world's biggest sportswear firm, is launching a new version of its Nike+ running app that offers users preferential access to the hottest new sneakers, raising its game as competition heats up in the fitness tracking business.
Nike made the announcement at a glitzy event in New York at which it also launched a series of new products including self-lacing shoes, transparent air-filled soles and soccer cleats made from a polymer that prevents mud from sticking to the sole.
Nike was a pioneer in fitness tracking, teaming up with Apple Inc (NASDAQ:AAPL) on Nike+ running programs for the iPod and iPhone.
Nike itself created the new version of the app, in a field that is now crowded, with rivals Adidas AG (DE:ADSGN) and Under Armour Inc (NYSE:UA) both buying running apps last year.
Nike Chief Executive Mark Parker said the new version of the app - set to be launched in the U.S. market in June and later elsewhere - would offer a more tailored service, including personalized product recommendations and customized training tips.
"Athletes want more than a dashboard and data – they want a more personal relationship," he said.
Nike+ users also will have exclusive access to new products such as HyperAdapt 1.0, a shoe with an in-sole motor that can tighten and loosen laces to respond to an athlete's motion.
Ahead of the Rio Olympics and the European soccer championships, Nike debuted sportswear made from lighter-weight and faster-drying fabric, while U.S. 200 meters gold medalist Allyson Felix modeled "AeroBlades," tiny plastic points on socks and sleeves that are designed to reduce drag for runners.