ASICS shoe designers share an inside scoop on the making of the revolutionary METARIDE™ shoe.
Source: Behind the Design: METARIDE™
Technical running is the one area where consumers won’t balk at the price of a shoe. Actually, that’s not true. Jordan Brand retros are casual shoes and the price ranges from 160 – 500 dollars in some instances. Versace and Balenciaga offer thousand dollar sneakers that don’t provide any technical support and there are people who will pay for those. Technical running consistently offers models at the premium end and those who run will buy 3 to 5 pair per year based on the amount of running that they do.
In a recent post I discussed that sales leads in chains aren’t typically aware of the what and why of the footwear they sell. I explained to someone on social media that part of the problem that has led to the decline in sales on performance footwear is the lack of product knowledge. This isn’t the case at specialty running shops. The customer and the sales person at a running shop are often equally knowledgeable about the various types of running shoes from stability to neutral trainers and sales people at specialized shops offer services like gait analysis and examinations to test for pronation.
Every brand in running has been looking for the best performance option. Over the years many brands have touted stability. The Brooks Beast was the shoe of choice for a lot of people. ASICS created the Kayano series and recently a company that a lot of people thought was a part of the “shape-up/butt toning” shoe trend created a cushioned runner that was initially shunned, but slowly grew into one of the best running shoes according to running websites. That brand was Hoka One One. Their decision, in my opinion, led to Nike’s recent stacked outsole Zoom Fly and this new runner from ASICS, the Metaride.
A quick look at the 250 dollar model reads “Hoka One One” immediately. While performance running is no longer the driving force behind sneaker sales, the introduction of technology at the high end drives the comfort in fashion and low end models. ASICS will undoubtedly move this technology to models that aren’t as expensive and that adaptation will be considered lifestyle or casual which is the point of this post. Performance models have to be created because innovation drives engagement. When a brand successfully integrates high end performance into everyday cost effective models shoe sales grow across the board. When I ask is bigger better, the question is not about whether the Metaride will perform, it’s really a question about the importance of performance in sneaker design. Brands have to go big to drive engagement and discussion. While the growth associated with the introduction of premium performance is somewhat qualitative, there is a correlation available for brands that innovate. In 2017 Nike was being blasted in sales by adidas. In 2018 when Nike rolled out React and ZoomX interest in the brand skyrocketed and Nike pushed every brand behind. Will Metaride do something similar for ASICS? Possibly, but if ASICS didn’t innovate would I be writing this post?
Check out the specs of the new Metaride and use the source link to read more:
GUIDESOLE™ technology is made with an innovative rocker sole design.
- A firmer layer of FLYTEFOAM® Lyte technology provides cushioning and structure, while a second layer of FLYTEFOAM® Propel technology gives the sole a soft, bouncy feel.
- In the heel, GEL® technology improves cushioning at footstrike.
- GUIDESOLE™ technology was tested at the ASICS Institute of Sport Science and proven to increase runner efficiency.
- The shock-absorbent landing zone lessens fatigue.
- The curved sole design and stiff forefoot reduce ankle flexion, meaning that your other leg muscles work less.
-
THE RESULT
GUIDESOLE™ technology helps runners feel less fatigued over time—creating the feeling of an endless, easy ride.