The growth of shoes with flat rubber soles such as shorts and sneakers, which were considered essential fashion items in the past, has slowed down. In contrast, running shoes seem to be expanding their market share by collaborating with global brands.
According to Musinsa, searches for running shoes increased 76 percent year-on-year from January 1 to April 19. On the other hand, searches for boots on the hard sole and sneakers, which have been popular since 2018, only increased by 5 percent and 13 percent, respectively, with the trend of retro concepts. Sneakers that use canvas material decreased by about 18 percent. In fact, VF Corporation, which runs the sneaker brand Barnes, saw its sales decline 10 percent in the third quarter of last year compared to the same period last year. The popularity of running shoes is due to the running trend that began after the novel coronavirus infection (COVID-19). It means that more consumers are looking for comfortable fits in their daily lives while enjoying outdoor running. “Daily running shoes that go beyond sports are the trend,” an industry source said. He added that he has become more inclined to prefer products that are comfortable when he or she walks for a long time wearing shoes.
As running shoes have become a daily shoe, more and more products have reinforced design elements. While existing running shoes have focused on design that maximizes functionality, recent products are bringing the appearance and color of young people and women who have entered the running population to the forefront. The Swiss brand ‘On Running’ is introducing premium products in collaboration with Spanish luxury brand Rohebe. Salomon also gained popularity by launching a line in collaboration with MM6 Maison Margiela. Clothing brands are also rapidly responding to the popularity of running shoes. New Balance, which opened as a store specializing in classic sneakers at E-Land World, refurbished its direct Bukchon store as ‘Run Hub’ in March last year. The Run Hub is a space where you can rent a product and run it yourself before making a purchase. New Balance recently opened a Run Hub in Dongseong-ro, Daegu, to target running people. In addition, three locations, including Bukchon Run Hub, Myeong-dong, and Gangnam branches, are equipped with devices to check the width of feet and length of arch, and support them to select running shoes that fit their personal characteristics.
Nike focuses on applying the technology accumulated so far to running shoes. In particular, the company is expanding investment in the “All Conditioner (ACG)” line. Nike ACG is an outdoor clothing and footwear division that was launched in 1989, and it was criticized for losing momentum in the 2000s after being separated by its own operating department in 1998. However, with the trend of running, demand for outdoor products is increasing, and running shoes with enhanced driving performance are continuously being released. In addition, the company is strengthening its brand experience through the Nike Lotte World Tower Run Club, where visitors can receive guidance from professional runners along with Lotte Department Store’s Jamsil branch.
SALLY LEE
US ASIA JOURNAL
