From the Innovation Department at Deckers, the K-ST 21 is a Major Evolution in Sneakers, Integrating New Carbon Bow Technology™ Suspension System for More Efficient and Enjoyable Motion
Source: Meet the Future of Sneakers: The Deckers X Lab K-ST 21
I received a press release for the new K-ST 21. For the first time in a long time I’m speechless. First, we have to get an understanding that Deckers is the owner of a company that set the bar for strange performance footwear, Hoka One One. As radical as the oversized rocker midsole/outsole combination is for Hoka, every brand eventually increased their midsole cushion and every company has jumped on the insertion of carbon fiber in those chunky soles. Hoka’s design is no longer radical.
While the design here on K-ST 21 isn’t anything revolutionary, Nike’s 4% and Vapor Fly designs have an exaggerated heel and it’s a commercial release, seeing the “SwallowTail heel, designed to capture ground contact earlier and start the forward rolling motion,” is jarring. I want to dig into this deeper because it is an interesting approach to a launch. In a sense Decker’s has created a StockX styled IPO launch. A new sub-website has been created with a press kit and release information with an opportunity for interaction between the brand and influencers.
There are obvious Y-3 references here, but move away from the design element and consider the DTC component of rollout. The founder of Hoka sold to Deckers. I’m not pretending I paid attention to this as you won’t find the history of this on the site anywhere. While I’ve covered business extensively, I overlooked this story. That’s important because it underscores an important business lesson on acquisition and investments. Deckers has basically done something that typically doesn’t happen in footwear. They absorbed a company and then allowed the founder of that company to remain a creative. The founder of Hoka, Jean-Luc Diard, is the Global VP of Innovation for Deckers. Deckers placed innovation into his hands and has now launched Deckers Lab. Founders usually step down or resign when companies are invested into. When I initially looked at the K-ST 21, I thought this was a first time project, but a quick visit to the Deckers Lab website:
And you find an assortment of radical designs.
I’m considering buying a pair, just to touch and feel them. The shoe is only available on the site, so I need encouragement. Should I pick up a pair of these? What do you think about this? It’s crazy that I’ve never paid attention to this and a bit embarrassing, but at least I’ve found it now. Shout out Delaney at ECHOS for the heads up. I need feedback, lol.
When does a shoe stop being a shoe and become equipment? When it has suspension. Because suspension turns force into propulsion. And when you strap into the K-ST 21, you strap into an atom on a sugar high full of propulsion. There’s a laboratory full of “What’s that for?” happening in the K-ST 21 and it begins at the heel. The plush, angled heel catches you and immediately transfers downward energy into forward momentum.The heel also is the first point of contact to a wide platform (aka sole) resulting in unstoppable stability. The heel immediately rocks you into the midfoot where it is amplified by our who’s-the-nutter-who-came-up-with-this? Carbon Bow Technology™ suspension system. The Carbon Bow transfers the energy into the toe box. This roll completes the rocker, sending you off into your next step. Pair all of this with enhanced grip as well as an upper that hugs you like grandma does and the K-ST 21 gives you more than you ever knew you needed. How you use it is up to you, but no matter which way you move, you’ll never go from A to B again.