Source: Nike Interact Run
Quietly introduced on September 18th, the Nike Interact Run provides evidence of a discussion I shared when major sneaker industry analysts stated performance running was slow:
5 years ago, I explained that the 65-dollar Tanjun was a running shoe. While it was considered a lifestyle model, shoppers at DSW and Famous Footwear wouldn’t buy a 250-dollar supershoe with ZoomX to begin a fitness routine, but they definitely bought the Tanjun and began running routines. Nike didn’t treat the low-end trainer as a performance product and eventually the model ran its course.
As Nike created ZoomX and Nike React cushioned trainers at the premium end, they found themselves being undercut by more expensive trainers from performance running brands. On Running, Brooks and Hoka grew considerably without really focusing on inexpensive models. They focused on comfort and functionality and runners who decided to move on from the Tanjun for “real” running shoes moved away from Nike over the last five years.
Nike’s Mistakes
There are a myriad of mistakes Nike has made over the last six years.
- The Alberto Salazar situation
- The mistreatment of women athletes like Mary Cain and Allyson Felix (who started her own brand Saysh)
- Nike’s focus on growth saw the brand slowdown in the sponsorship of track and field and distance athletes.
- An overemphasis on retro and casual
It’s easy to point out more missteps because Nike has such an incredibly high profile, but Nike’s mistakes almost don’t matter. The mistakes matter because there has been a surge in growth by smaller brands in running, (Brooks Running hitting a billion dollars in revenue), but it always seems the growth of other brands hangs on whether Nike can develop a new product capable of recapturing those who decided they don’t need to rock Swooshes. Growth for other brands feels tenuous.
You’ve Had Enough Time
In countless posts I’ve discussed visual merchandising. Stores often have employees who aren’t knowledgeable about the sneakers on their walls. To inform the consumer, I said brands need to offer small interactive merchandising next to their sneakers. I suggested QR code placards leading to YouTube videos or landing pages. This small implementation would offset the lack of knowledge of sales leads in mainstream retail.
Nike’s mistakes led to cracks in the foundation. Those cracks grew as the water from other brands eroded the stone. Nike reintroduced the Roshe Run in an attempt to capture the low-end consumer. It didn’t land the way it did years ago. Nike ran campaigns touting under 100 sneakers, but the Tanjun had run its course and there wasn’t any innovation or newness. The Nike Interact Run is sealant.
- It’s the first use of Flyknit in a sub 90 dollar product.
- The sneaker features a QR code on the tongue creating an interactive element pre-purchase and post purchase.
- An $85 dollar shoe is officially being touted as a performance option, not lifestyle.
The Interact Run takes low-end Nike products from lifestyle back to performance reestablishing the ‘everyone is an athlete” foundation the brand was built on. The model won’t show up on a shelf next to a Vaporfly or Invincible Run, but at a Famous Footwear I expect to see imagery around athletes as opposed to stylish kids posing. Brands had enough time to adapt and introduce their performance products. Now Nike appears to be out of hibernation. Expect the Interact Run to be the new and much improved Tanjun.