If there is one thing evident in the running world, when a trend happens, everything shifts. A few years ago the rage was neutral trainers and shoes built to move runners towards forefoot striking. Brands like Newton capitalized on this gaining considerable ground with their “lugs” technology. About ten years ago there was an influx of giant sole technology introduced that touted butt shaping. Skechers signed Joe Montana and even Reebok jumped in on the toning shoe phase. That toning shoe “technology” was soon found to be false, but in the development of the big outsoles brands began to notice that contrary to the natural running movement, heavily cushioned shoes were capturing a new customer. HokaOneOne noticed this and did an excellent job of capturing this new segment with one of the biggest soles on the market in their Clifton Running shoe.
Nike noticed this shift and has since introduced both VaporFly and 4% cushioning systems. Both are locked inside of one of the biggest outsoles Nike has ever produced. Even New Balance, who dominates running, jumped in with Fresh Foam projects that catered more towards fashion since big outsoles are on trend as “dad” shoe styles gained steam.
ASICS has dropped two shoes, the MetaRide and now the GlideRide to gain ground in the large outsole, cushioned segment. To introduce the shoe to the world, the brand didn’t attempt to create a collaboration to fuel fashion interests; they pushed directly to their core customer with a test run that has inspired feedback and videos.
The launch of the ASICS Glideride could have been one of the better marketing campaigns I’ve seen. Unfortunately, it wasn’t intended to create a viral moment like the recent Zion and Jordan 34 release. The people chosen for the ER Experiment were given the speed test treatment applied to the automobile industry when testing the latest race car. They were taken to the salt flats, given the shoes, equipment to measure their run and told to go. Some ran a few miles, others ran 20 miles.
The video below delivers some exciting imagery and insight into the event. Where I see an issue is that ASICS is allowing this content to exist without any updates of their own or information created for their website. The marketing opportunity here is excellent and it’s a chance to build narrative and momentum for a new release. Instead, the brand hasn’t built anything on its site and to find the shoes you have to search the site. I did this, but the average customer isn’t going to take these extra steps.
Check out the footage below. Is this a Missed Opportunity in Marketing?
