Nike has unveiled a collection of 13 “hyper-futuristic” athletic shoes designed for elite athletes like star footballer Kylian Mbappé. This unveiling comes just ahead of the 2024 Paris Olympics, and utilizes cutting-edge artificial intelligence to push the boundaries of footwear design.

The Parisian event, held at the Palais Brongniart, showcased prototype shoes tailored for a range of sporting icons. Sprinter Sha’Carri Richardson’s track shoes boasted a dramatic feature – a helix of fabric spiraling up her ankle. Meanwhile, NBA star Victor Wembanyama’s model incorporated a spiky, transparent fin jutting out from the back. It’s clear these designs are meant to turn heads.

So Nike needed AI to design shoes. People don’t know how to design shoes anymore?? https://t.co/o8YCXUgTIq

— Jabari Olatunde Billions (@JOBChapter42) April 12, 2024

While these shoes won’t be available for purchase, they represent a glimpse into the future of athletic footwear, according to Nike. The company explains that their creation process involved interviewing top athletes and then feeding their design concepts into AI models. These AI models then generated prototype ideas, resulting in the unique and futuristic designs we see today.

Aptly dubbed the “A.I.R.” collection (a play on Nike’s famous air bubble technology), these shoes mark a revolution driven by both athlete imagination and artificial intelligence. The air bubble technology, which utilizes gas-filled bubbles in the soles of certain shoes, has been a staple of Nike’s design since the 1970s.

Nike’s A.I.R. lineup of future footwear concepts — featuring AI-informed designs representing “a new co-creation process between teams of Nike designers & innovators and the brand’s elite athletes.” pic.twitter.com/uzs4h4enO6

— Nick DePaula (@NickDePaula) April 12, 2024

“There’s no going back,” declared John Hoke, Nike’s chief innovation officer, in a press release. His statement emphasizes the brand’s commitment to pushing the boundaries of design. According to Hoke, this collection represents the perfect marriage of form, function, and a touch of the fantastical.

The Parisian event wasn’t just about shoes. Attendees were also treated to augmented reality-enhanced statues of legendary Nike athletes like Lebron James. Additionally, Nike offered a sneak peek at the national kits they designed for various Olympic teams. The event also boasted a star-studded guest list, including rapper Travis Scott.