The value of super shoes to the brands is not the cash, it’s the halo effect. Having their shoes associated with big moments in running (on a pro’s foot for a win) and on the feet of the fast friends/tastemakers in the local running scene is marketing in action.
People won’t necessarily buy the super shoe but they will remember which brand the pro/fast friend is wearing and that will subtly influence their purchase process.
Nike has used this in other sports including track and field to great results since early in the life of their company.
The value of super shoes to the brands is not the cash, it’s the halo effect. Having their shoes associated with big moments in running (on a pro’s foot for a win) and on the feet of the fast friends/tastemakers in the local running scene is marketing in action.
People won’t necessarily buy the super shoe but they will remember which brand the pro/fast friend is wearing and that will subtly influence their purchase process.
Nike has used this in other sports including track and field to great results since early in the life of their company.