This January, we introduce the Adizero Takumi Sen 10 – the latest addition to our record-breaking Adizero franchise, which offers a shoe for the varying needs of every ambitious runner. Created specifically for fast 5-10K road racing, the Takumi Sen 10 is a fast and flexible shoe that does not compromise on comfort. $180
Designed to re-define the standards of comfort, we are relaunching our SUPERNOVA franchise with three new models – RISE, SOLUTION and STRIDE. $140, $140, $120
adidas should be synonymous with running. The greatest running event in the history of the U.S., the most important sprints in Olympic history happened in adidas (I won’t say what I think this is, but if you don’t know it proves the point of this post). Even with the recent introduction of the Adios Supershoe, a $500-dollar technical marvel, adidas remains mired in fashion, casual, and soccer retro.
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While it’s obvious the brand has been delivering running sneakers, visiting mainstream sneaker retail does very little to support this segment for adidas and visiting outdoor and specialty running fails to explain and help new or old runners with a chance to experience a brand working to empower runners at all levels.
Attention Deficit and Hidden Delivery
Never the intent to make light of mental health or disorders, ADHD for adidas is an attempt to explain why consumers won’t happen upon this four pair introduction to adidas’ next wave of running shoes. Running is elitist at its core. Those who participate have been trained to blast their numbers in the faces of those who don’t. There is an intimidation factor in beginning a running routine and adidas is doing very little to counter this.
The noise in running doesn’t trickle down. Attention Deficit in this regard is not a disorder, but an unwillingness of new runners to find running shoes in places that cater to supporting a move from couch to 5K, or even couch to a one mile walk down the block. In adidas’ imagery every shot is staged purposefully and at retail you can’t find the shoes. If a potential runner discovers the product it arrives with very little visual merchandising or explanation. The Hidden Delivery is a matter of traditional behaviors in specialty running and everyday failures by brands to be at the level of the consumer.
Supernova and Takumi Sen 10 mean very little to people who immediately associate running with Hoka, Brooks and On Running because “those are actually running shoes.” Pricepoints and cool names need to be supported with instruction at every touchpoint. The majority of new runners will never spend the $120 for the Stride, although it’s a great starter sneaker. Most people will begin at the family sales channel and as they learn more about fitness they will gravitate to new options.
The collection of trainers here are for more seasoned athletes, but how will those potential fans find the 4? adidas only has 198 stores in the U.S. and marketing via social can be easily scrolled over. adidas needs to spend time in a classroom. In education there is a technique where teachers understand a classroom of 20-30 students can all be at different levels. The teacher has to be trained in differentiated instruction. adidas delivers information for advanced learners, but to reach the consumer with these varied levels of product, the Three Stripes will need to find ways to be where the buyers are.