Running requires motivation, and that motivation remains unique to each runner. Everyone has their own reason as to why they run and their own targets of how far and fast they want to go. It is once t
Source: Why We Run
If I make a shoe that doesn’t do anything there are a limited number of articles, posts, or videos I can create about the color, materials and sustainability before the consumer tunes out and begins to look at brands that are continuously innovating. A company that doesn’t highlight any technical components will find itself having to increase ad spend to generate discussion and interest. The company will plateau and the addition of new styles for casual will have to be created. This leads to inventory issues and since customers don’t have to buy another pair of all white shoes, the sales decline.
Consider adidas’ return to favor from 2015 to 2017 and the fact that the all white Stan Smith and Superstar were in the top sold shoes lists. Those models are no longer in the top sold shoes. adidas has since returned to performance.
In a recent article I reiterated my position on why brands can not listen to analysts who utilize data to stress that casual footwear is growing and outperforming performance footwear.
I continue to explain this because the categories of footwear have been blurred since adidas created the EQT line of running and cross-training sneakers of the 90s. At that point casual and performance became the same. The highlight technology of an expensive performance shoe began trickling down into low end casual wear. The reality is a 70 dollar EnergyFalcon X shoe from adidas can deliver an introductory performance quality for beginning fitness fans and as that fan begins to improve and gain more stamina that fan will grow into more serious performance footwear. I’ve stated that all footwear is performance and even brands considered casual, actually consider themselves as performance brands on every model they create:
Skechers USA Growth Shows that the Term “Athleisure” is Flawed
adidas recently began promoting their dedication to performance and even required a prominent data company to move their shoes from casual to performance; establishing that labels for footwear should be removed and sales categories have to be adjusted. Their new campaign “Why We Run” was based on research “…conducted by One Poll. 6,000 respondents, who run at least once a month, were surveyed from the following cities: LA, New York, London, Shanghai, Tokyo and Paris.” The research arrives just as adidas is preparing to launch “[The] new lightweight SL20 design, with a cutting-edge Lightstrike midsole for explosive movements and enduring speed, to Ultraboost 20 which provides maximum energy return in every step, and even a new 4D 1.0 shoe with a uniquely designed and ultra-supportive 3D-printed midsole – adidas has created a complementary pair of running shoes for every type of runner.”
adidas has been focusing heavily on performance in every sport. This is important as 2020 is an Olympic year. The Olympics provide a launch into sport unlike any other time for the entire world. In an Olympic year more people begin participating in niche sports. Those sports take center stage and sportswear companies who have new technology to tout will see the benefit of introducing more technical products. adidas is getting a leg up and as I wrote in the basketball article above, I think it’s a smart move that will contribute to a year that will need as much growth as it can get with the problems for sports brands and the coronavirus’ affect on all items imported from China.
Check out the new UltraBoost and 4d (3d printed kicks) from the Three Stripes below.