Source: ASICS Global – The Official Corporate Website for ASICS and Its Affiliates
I have a long history of being both too soon and underfunded. Either situation can kill you and often those two issues can take out business ideas that would align perfect with another product when the time is right. The thing is, when you’re too soon, it’s too early and too late at the same time. Super Heroic was a company that fell into the “Too Soon” pool when I think about what ASICS is doing in Japan.
First, what was Super Heroic? Why Foot Locker’s Investment In Super Heroic Is a Blueprint Move – ARCH-USA
A startup from sneaker industry vet Jason Mayden built around children’s footwear and play. The venture garnered an investment from Foot Locker, which at the time seemed like a game changer. What I failed to realize was Foot Locker is a business that isn’t structured to operate efficiently. Super Heroic was not given the proper runway:
Kid’s Footlocker Needs to Carry The Online Merchandising of Super Heroic Into the Store
The brand eventually was heavily discounted and due to issues around Covid, supply chain and incorrect support by Foot Locker, Super Heroic was shuttered.
Less than two years later, ASICS launches a digital product STEPNOTE:
ASICS Corporation announces the launch of “ASICS STEPNOTE,” a digital service that projects the growth of children’s feet. The service, which is only available in Japanese, is launching free of charge to members of OneASICS™ loyalty program from December 8. Projects foot growth, based on children’s foot measurement data accumulated at the ASICS Institute of Sport Science. Graphs illustrate past, present, and projected future growth. Also, comparison graphs compare familiar lifestyle motifs and feet to illustrate growth in a fun way.
Imagine Super Heroic and STEPNOTE being launched at the same time. I know this isn’t a possibility but having experienced being too early on so many occasions, seeing tech and ideas which share synergy, hits home with me. I could build an entire series based on businesses that were too early, underfunded, or the victims of poor investment. What would it accomplish in writing more discussions like this? I think it would help considerably. Super Heroic was a good enough idea, Nike attempted to disrupt it by creating their own version of the company:
EasyKicks.com Becomes Nike Adventure Club and Footlocker Should Be Concerned
While combining the introduction of ASICS STEPNOTES with a discussion on Super Heroic, a defunct startup seems contradictory, it isn’t. It’s a business discussion about timing and opportunity. If I overlooked this, another business may share a similar fate. I hope this helps to inform and generate dialogue.
