The Playbook: Footwear Brands Are Listening To The Customer

Activewear-focused footwear brands including Skechers are tuning into customer needs, and they’re seeing sales rise

This story is part of “The Playbook,” a weekly column that takes a deep dive into the future of business, management and technology, with an eye toward practical applications for fitness and wellness executives

In the activewear apparel industry, footwear is leading when it comes to innovation and technology.

Top brands such as Nike, Asics, Adidas and Under Armour, among others, are leading the charge with cushion and stability technologies as well as performance innovations and “smart shoe” tech. All of it aims to help runners not only perform better, but run in comfort.

Now, a new twist in innovation is on the market: speed and style. But it is not speed in the performance sense, per se, but a way to get on the trail quicker.

Skechers has just added its exclusive Slip-ins technology to its Aero Series running footwear, “making it easier than ever to just slip in and cut through the wind with speed, style and comfort,” the company said in a statement.

Ben Stewart, vice president of Skechers’ technical performance division, said the company has introduced its Skechers Aero Series earlier this year “with a new generation of innovations for runners at all levels, and now we’re adding our signature Skechers Hands Free Slip-ins technology to the collection, making it even easier to get those miles in.”

The brand’s playbook move with this launch is to listen to the customer.

Stewart said that similar to what the footwear brand did in developing the lace-up versions of Aero, “we worked with runners to fine-tune the integration of our hands-free technology specifically for the needs of athletes. It’s never been easier to enjoy our signature Comfort That Performs on every run.”

Skechers Aero Series options with the new Skechers Hands Free Slip-ins include the Burst, Spark and Pulse styles. The brand said the customized Slip-ins design features “minimized material on the interior to reduce weight and limit friction against the foot to create a seamless and unnoticeable experience for the runner.”

The company said the heel counter is also constructed with a premium high-performing material, “offering runners enhanced stability and a more secure locked-in feel compared to the traditional lace-up design.” 

“Just like the lace-up versions, these styles deliver a fusion of performance innovations to elevate comfort, promote smooth transitions, and propel you forward through every stride,” the company added.

Regarding each of the styles, the company said its Aero Burst Slip-ins offer elevated cushioning, built to go the distance.

“Designed for long-distance running routines, this well-cushioned style combines premium comfort with performance technologies to help runners feel great mile after mile,” the company said, adding that the shoe features maximized Hyper Burst Ice midsole cushioning for lightweight responsiveness “and a carbon-infused H-plate for added propulsion.”

The Skechers Aero Spark Slip-ins are designed as a well-balanced daily trainer.

Lastly, the Skechers Aero Pulse Slip-ins are engineered for comfort and effortless wear, the company said, adding that “this trainer is perfect for morning jogs with reliable support and lightweight cushioning in one smooth ride.”

Performance Footwear Segment Outpaces Other Categories

According to Circana’s Retail Tracking Service, U.S. footwear sales fell one percent in the first half of the year, while units sold dropped two percent and the average selling price climbed two percent year over year.

“The declines were driven by the fashion and outdoor footwear categories, as the sport lifestyle and performance segments each grew across all three measurements — dollars, units and average price,” the report’s authors said.

The report noted that sport lifestyle, “or athleisure sneakers, is the largest footwear segment and dollar sales grew a solid three percent in the first half, with growth driven by running-inspired styles.”

The authors of the report said soccer/football and cross training-inspired styles also remained strong.

“In the performance space, walking shoe dollar and unit sales each rose double-digits,” researchers said. “Running and cross training were also standouts, with dollar sales up seven percent and nine percent, respectively.”

Beth Goldstein, footwear and accessories advisor at Circana, said consumers are continuing to focus on footwear must-haves.

“Sneakers are driving much of the growth, along with a handful of fashion styles that offer both newness and versatility,” Goldstein explained. “The average price increases we’ve seen so far are largely due to a shift in product mix, with higher-priced brands and items gaining market share. However, as we move through the back-to-school and holiday seasons, rising prices may begin to test the limits of consumers’ wallets — making value an even more critical factor as they prioritize their footwear purchases.”

For inquiries and tips related to “The Playbook,” please reach out to arthur@athletechnews.com

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