I actually find it kinda of funny that Nike was the one to first bring the “barefoot” (more on that term later) shoe concept to market, proposing a more natural running form is better, yet have some of the most cushioned and support shoes out there. Add to that how they’ve been completely eclipsed by other brands entering the category who are more true to the concept (zero-drop, less cushioning, etc.) and have yet to catch up.
The market is also now seeing something interesting where the idea of a more natural running form has gone pretty mainstream (mainstream media picking up the story, your mom has probably heard of it, etc.), and many shoe brands are starting to jump on the trend, calling shoes that clearly don’t support natural running form (over-cushioning, TPU midfoot support, large heel to toe drop,) labeling their shoes with terms like “minimal”, “barefoot”, “natural”, etc.
Even within the industry I’ve seen lots of stories from insiders (retailers, analysts) talking about the confusion over the terms. That’s not even getting into the confusion from consumers (I hear a lot of this when I tell people about the projects in this area I’m working on) about why many shoe companies are telling people running with a more natural form and shoes that encourage that is better, yet also offer conventional shoes with support and cushioning…
SKORA, A new running brand I’ve mentioned here recently that I work with (full disclosure), has come up with a pretty interesting Open Letter by the Founder/CEO addressing all this.
Check it out here-
http://runreal.com/
Some choice quotes-
Firstly, let us consider the marketing terms used to describe shoes designed for this style of running. Some call them “minimal”, “barefoot-style”, “natural”, or “free”. These are terms with which the consumer and mass media identifies, yet the problem is that there are no clear definitions of these terms. These labels exist often only as marketing labels and are applied as marketing departments see fit. There exist “minimal” shoes with rigid TPU shanks, “barefoot” shoes with 10mm heel to toe drop, and “natural” shoes designed to encourage heel strike.
How can we expect the consumer not to be confused when some brands tell them the “best” shoe for them is one with maximum cushioning and support, and yet offer another shoe that proudly proclaims that a “barefoot feel” is “best”? Let’s end the hypocrisy, take a stand and show respect for runners. Healthy running is more than trend or the latest marketing bandwagon to join.
R