The magic word: individualisation
Individualisation. One of the major trends in the sports industry. The gigantic Chinese market is the perfect testing ground for this.
No wonder the first shoe model in the trend sport of trail running that can be customised to each customer's foot in the shop was launched in Shanghai. The sports industry has discovered individualisation and is using China as a petri dish. The ever-growing middle class in China is discovering the value of nature.
Function instead of design
You have been able to "customise" your sneakers at Nike for a long time. However, this has so far been limited to the design. Blue soles, yellow laces and so on. Brands like Tecnica are now going one step further. At ISPO Shanghai, the Italian sporting goods manufacturer presented the first trail running shoe that can be customised to the foot directly in the shop.
China: particularly open to new products
The Chinese government has launched various campaigns for a cleaner environment and a sports offensive in connection with the 2022 Winter Olympics in Beijing. Over 300 million Chinese people are to be inspired to take part in winter and outdoor sports.
A customisable trail running shoe fits the topic perfectly. Especially as the average Chinese customer is not yet as fixed as we are in Europe and likes to experiment with new products. Tecnica uses its knowledge from the ski boot sector for customisation.
Individualisation is becoming increasingly important
The market share of small ski companies specialising in the customisation of boards is growing steadily. Whether skiing or trail running, many customers today want the perfect product for their very personal needs - to look and feel unique. "There's no question that individualisation is coming and is becoming increasingly important. The ski industry needs to rethink," says Christian Heise, Product Manager Boots at Fischer.
However, the trend towards the customisation of sporting goods also has its limits. And these are mainly due to the high price. The average price for customised skis is around 1,000 euros, which is significantly higher than that for standard alpine boards. "A 3D-printed ski boot with an inner boot even costs 1,200 euros," reveals Heise. The new trail running boot from Tecnica, which only weighs around 300 grams, is not exactly cheap either, with prices in the region of 200 euros including customisation.
Customising à la Birkenstock
Why Birkenstock? After a few months in the health shoes, you have literally left your very own footprint in the footbed. More individualisation is not possible. And costs nothing extra.
My articles cost nothing. Except a little of your time. Here you can find my author profile. I write my texts just for you. Customised.
From radio journalist to product tester and storyteller, jogger to gravel bike novice and fitness enthusiast with barbells and dumbbells. I'm excited to see where the journey'll take me next.