US marathon winner Kellyn Taylor discusses the impact of carbon-plated running shoes on marathon records. The podcast explores the evolution and competition in the running shoe market, including the rise of 'super shoes' and collaborations between top athletes and brands like ON. The influence of carbon plates on running innovation and the ongoing competition to create the perfect running shoe are also discussed.
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Quick takeaways
Brands innovate to meet diverse runner preferences, emphasizing speed, comfort, and style.
Debates on 'super shoes' highlight performance enhancement concerns and fairness in running competitions.
Deep dives
The Evolution of Running Shoes
The running shoe industry continuously evolves as brands innovate products to keep consumers interested. Different runners prioritize various aspects such as speed, comfort, or style, leading to a diverse market. The global running shoe industry is currently worth $48.4 billion and projected to surpass $70 billion by 2031, reflecting the growing interest in running worldwide.
Competition Among Running Shoe Brands
Major brands like Nike and Adidas face new challenges from smaller companies like Hoka and ON in the running shoe market. The emergence of startups like Ender from Kenya emphasizes cultural insights and authenticity in their products. These brands strive to differentiate themselves in a competitive industry valued at $355 billion.
Impact of Super Shoes on Racing
The introduction of super shoes with carbon plates has revolutionized racing and rewritten records. While enhancing performance for elite athletes, debates arise on fairness and advantage. The increased use of super shoes has led to concerns about the purity of running competitions and the influence of technology on race outcomes.
The running shoe industry is worth around $50bn across the world, with more and more of us taking part in the sport.
With more popularity comes more competition, so what are brands doing to keep consumers interested? We ask the chief marketing officer at Swiss sportswear company, ON, and find out how it helps sales when a top athlete wears their shoes.
And as the debate around 'super shoes' rumbles on, are they really worth the expensive price tag? US marathon winner Kellyn Taylor tells us about the pros and cons of carbon plated shoes - which played a big role in marathon records being smashed in 2023.
Presented and produced by Izzy Greenfield.
(This programme was first broadcast in January 2024. Picture: Runners on a race track. Credit: Getty Images)
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