News : The preferred shoe brands for running (during the run-out)
Not long ago, in the hardest stage in Spain of the pandemic caused by COVID-19, we published a selection of running shoes to take into account when the lack of refinement occurred. And is that at the time of publication, people (at least in Spain) were confined to their homes by a Royal Decree of State of Alarm).
Already then, in the writing of La Bolsa del Corredor, we were clear that running would be one of the mainstays of the return to “normality”, not only for regular runners, but for more people who, inside their homes, they realized how positive it would be for them to activate themselves, in general, and to do it running, in particular.
And just like that. As we saw in Sneakers that are most successful in the de-escalation, here in Spain, May 2 was the first day that they allowed themselves to go out to run again, first with a series of limitations, and finally, now freely. At that very moment, those who had training material, those who had, but wanted to renew it, and those who did not have and started by buying running shoes for the first time or those who dusted models with several lustrums from their shoe cabinets came together.
And this is what today’s entry is about. Countop, specialists in analysis on the use of sports equipment, has shared the result of analyzing during the first two months of lack of refinement in Spain (May and June 2020) The use of running shoes in five of the main points in terms of number of runners there are in Spain: Madrid, Barcelona, Valencia, Seville and Bilbao.
With the influx of this new wave of post-confinement runners that triggers the data of the big brands to the detriment of those more specialists in running, the results may or may not be surprising, but of course they are interesting and allow us to know some of the existing trends . Let’s see why.
Scope of the sample
Countop normally analyzes running shoes, but this time it has taken a Amateur Runners Show (5942), in up to thirteen different and crowded areas distributed among the five mentioned cities:
- Bilbao – Bilbao estuary
- Bilbao – Doña Casilda Park
- Barcelona – Promenade
- Barcelona – Carretera de les Aigües
- Barcelona – Diagonal Avenue
- Madrid – Retiro Park
- Madrid – Paseo de la Castellana
- Seville – Alamillo Park
- Seville – Infanta Elena Park
- Seville – Miraflores Park
- Seville – Tamarguillo Park
- Valencia – River Park
- Valencia – Turia Garden
Brand prevalence: important differences according to city, age and sex
How could it be otherwise, brands that are large multinationals and that invest a lot in R&D, and some of them, even more so in Marketing, are the ones that top the charts.
Thus, among the most widely used brands, in the sample are known as Nike (31.6%), Adidas (18.6%), ASICS (17.3%), New Balance (7.4%), Kalenji ( 6.6%), Mizuno (3.7%), etc., which top most of the study categories.
But from here, the data shows that consumer habits are different according to the city where the running is practiced, according to the age of the runner and according to sex. One of the significant examples is the great acceptance of ASICS by Sevillian women (35%), which causes this brand to increase its overall percentage in that city to 21.8%, coming on the heels of Nike (22, 3%), the benchmark brand in all cities.
Another example is found in Bilbao, where Adidas almost caught the American brand (28.2% and 26.7% respectively). Surely the strong presence of adidas in the Basque Country and the weight of one of the most important races in Spain such as the Behobia-San Sebastián, sponsored by Adidas for several years, has a lot to do with it.
New Balance does the job of recent years well in terms of the quantity and quality of its running models to climb positions in all categories. Since he decided to go for the big ones (Nike and Adidas), betting heavily on R&D and entering the goose that lays the golden eggs in sports equipment that is football (until very recently it did not produce football boots and now until dress major league teams) has proven to be serious. We see that in a stronghold such as Madrid, it is already the third brand with 10.3% of runners who choose it to run. Also noteworthy is the case of Seville, where New Balance reaches its best numbers (10.7%) which makes the sponsorship good and strong presence in the largest running event in the city (and for many years now): the Seville Marathon. one of the most important in the state.
In Barcelona we go to another American brand such as Nike, where there it registers the best numbers of all (40.5%). Again we must look for the explanation outside the statistics themselves to understand that, being the Catalan capital where the headquarters of Nike Iberia is located (Spain and Portugal), this city has always been its stronghold. Contributions such as the sponsorship of one of the most important road races in Spain until not long ago, such as the Cursa Bombers (and the multitude of loyalty events linked to this test, held in parallel for years), have made a deep impression on the city of Barcelona. On the other hand, there is precisely the continuous celebration there of all kinds of events before and, micro-events now, with the aim of promoting the brand and customer loyalty (the drastic reduction of investment by the Oregon brand has made the most of these are concentrated practically only in this city).
This leads us to understand that ASICS is imposed when the veteran of the runner is a degree, as the saying goes … and even more so when brokers over 40 years of age exceed 50% of the market. Nike’s aggressive policy to win over the young runner also has its collateral damage: It seems that the American giant finds it easy to dazzle younger and inexperienced runners, but not so much as age increases and above all it comes to the most veteran, reaching extremes as it happens in the category of Over 60 years, where the Countop study shows that ASICS surpasses Nike, leading in men and being the second brand in women.
This leads us to take a new leap and fall on Skechers, “strange” the case that as age increases, the number of male users decreases and female users increase. But this undoubtedly must be understood in that Skechers is a brand with a brutal number of models that have nothing to do with running (especially focused on walking) and that greatly sells the vision of a comfortable brand … which is just what looks for older people in general, and women in particular, as the study shows. The result is that the Skechers running division (Skechers Performance), undoubtedly receives the influence of that corporate vision of comfortable footwear that this brand has.
The study carried out is very interesting and not only because of the statistics themselves, but because of the way they are presented, which allows it to be possible to discriminate and present the collected information in multiple ways.