"Just do it": Hardly any other brand lives its brand slogan like the sporting goods manufacturer founded in Beaverton in 1971. In the 1960s, athletics coach Bill Bowerman set himself the task of developing the perfect running shoe for his students. Together with the student Phil Knight, this project gave rise to the company Nike, which celebrated its breakthrough at the 1972 Olympic Games. Among the greatest achievements in the company's history are the involvement of the exceptional basketball talent Michael Jordan and the introduction of the visible Nike Air® cushioning on the Nike Air Max 1. The Nike Mag with its automatic lacing plays a central role in the 80s film classic "Back to the Future". Nike's chief designer Tinker Hatfield has recently managed to turn this dream idea into reality. Using Nike E.A.R.L. technology, he brings the first self-lacing shoe onto the market and thus heralds the future of sneaker development.