The Life Style / Sneaker race.
As previously mentioned in the article Open letter – Cheap quality. there was heavy critique pointed at Nikes cheep-looking remakes of classic shilouettes. Among sneaker-loving friends we all agree, this move was an own goal by Nike and also, in a wider context a slippage of controll in the sneaker market. While other brands as Adidas, Puma and Asics are gaining interest in their design, risk-taking fashion/design and technology, they all give a stronger sense of quality than Nike does right now.
“…Nike is till leading the race, however from being uncontested in this regard, they are now in reach…”
To be more clear, Nike is till leading the race, however from being uncontested in this regard, they are now in reach for the other previously mentioned brands in certain aspects. And the other brands are all houngry to gain more bits of the sneaker market. As they are each specializing in fields where they more or less are the only contestants to Nike, the mega company is fighting a diverse battle on several fronts.
“…they seem to outrun Nike by serious runners where design is secondary to function.”
Starting with Adidas, they are always holding a serious technological level where it is needed and are in general a company known for great quality. Their hi technological running shoes as the Ultra Boosts are really impressive in all aspects (except for their Nike Air Presto referencing attributes). However, they seem to outrun Nike by serious runners where design is secondary to function. As for bridging the gap of street fashion and sneakers, their NMD series are having a seemingly never ending success story. Adidas has perhaps been the only company in this regard that has really tried and risked to bridge the gap between sports and urban fashion.
“If one happens to own a pair of ASICS or have plans to get a pair, chances are high it wont be the last pair.”
As for the oldschool and classic look of the ASICS TIGER series, which in the sneaker world is more or less just ASICS, the hi-tech serious runners does not seem to count in this regard. They are of really high quality, exceptional comfort and holds a strong focus on their retro runners attributes. If one happens to own a pair of ASICS or have plans to get a pair, chances are high it wont be the last pair.
“With bold collaborations and really interesting design, Puma is becomming a slightly cheaper yet very serious alternative to both Nike and Adidas.”
Puma is also going strong in terms of updating their image, sponsorships and technology. Similar to Adidas, Puma is approaching the gap of sports-wear and street-wear in a very sleek manner. Being on the side of more sport than fashion, Puma is fighting a close battle with the other brands. With bold collaborations and really interesting design, Puma is becomming a slightly cheaper yet very serious alternative to both Nike and Adidas. The question is.. can Puma survive in a longer run if not taking on a stronger nische/direction?
Pictured – Adidas NMD Mid City Sock – Black / White (Womens)
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