Nike and adidas have been battling the last 5 years over the ownership of Primeknit vs Flyknit. There were lawsuits and each company made veiled comments about the properties of their technology being better without ever stating that they were in competition with each other. adidas with the launch of their new SolarBOOST is making it very clear that they want to put an end to the re-surging Nike and their React technology for trainers.
While all brands indirectly reference other brands in researching the quality and performance of their footwear, very rarely do they state in clear words what a product is intended to disrupt. In adidas’ copy for the new SolarBOOST which features a more tuned upper with Tailored Fiber Placement adidas states:
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New running silhouette delivers higher energy return compared to NIKE Epic React Flyknit, proven by internal research and verified by an independent external partner
One of the more interesting details about the SolarBOOST is the shoe features a knit from Parley, the company that is taking ocean plastic and re-purposing it for use in commercial products. The SolarBOOST offers fans of the brand a thoughtful, stylish performance option at a slightly higher price than the Epic React Flyknit, at 160, but a lower price than previous UltraBOOST and NMD Primeknit models at 170 to 240. This adjustment in price is a smart move for adidas.
While the brand has seen considerable growth over the last year, I’m one of the few people who knows that adidas is slowing down. Brand heat is lukewarm and interest is wavering.
My Analysis
adidas is actually pulling research from Reebok. Reebok developed a space boot for NASA last year. The SB-01 featured Floatride Foam and the tech was scaled down to inform the creation of Flexweave. This combination of lightweight, sturdy, performance for Reebok informs the latest model from adidas which also takes elements of the very successful and meaningful Parley project. Does it matter that adidas has taken such painstaking time to develop this new product?
No.
I love adidas. Epic React pulled me out of my NMDs/BOOST products. Epic isn’t without it’s own issues. The suede reinforced heel counter irritates the achilles. adidas has figured this out with the heel of their running shoes, which tends to flair out away from the achilles. The problem is the SolarBOOST silhouette looks the same. At first glance this looks like everything the brand has created in the last year and that’s a problem. The reason brand heat for adidas is declining I wrote about last year when they were reaching their peak:
I love that adidas is developing better performance options for people to walk around in and look fly because let’s face it, most people aren’t using React or BOOST to actually run in. I really like the fact that the footwear is socially and environmentally conscious, unfortunately it’s arriving in a package that looks and feels like the last few models from the brand. There are only so many shapes a running shoe can take on, so maybe I’m being overly critical. I hope so as a successful adidas means a better footwear market overall. If adidas makes sure to market based on the social and environmental features as opposed to, “We’re better than Nike” the SolarBOOST may find it’s audience. Use the source link above to read more details and see more pictures.