For decades, Nike has sold shoes on the promise that they could help buyers to run faster and farther, jump higher, or even just look a little cooler. This year, the sportswear giant has made its most ambitious pledge yet: to alter minds.
Its Mind shoe range has captured imaginations around the globe since hitting the market in January, rapidly selling out across repeated worldwide releases with buyers eager to get their hands on Nike’s first foray into “neuroscience-based footwear.”
In an age of booming growth for smartwatches, fitness trackers and other wearable technologies, it’s an example of a new category of products promising a range of wellness benefits — from better posture to smoother skin — through innovations in apparel, rather than electronic add-ons.
Sensory technology company Naboso incorporates a specialized texture into insoles and socks that, like Nike Mind, aims to stimulate sensory nerves on the foot. It claims to have benefits including improved balance and posture, better circulation and support for emotional regulation.
“Wearable wellness” brand Cean launched a specialized fabric in 2025, incorporated into its line of compression wear to act as a “wearable lymphatic massage.” French brand Coperni promises to deliver a wealth of skincare benefits via its “regenerating” garments that release probiotics and prebiotics to the skin’s surface.
