"Breathing Sports Shoes" Challenge Sports Shoes Giant

This shoe maker in Italy has shoes that can be breathed. Is a running shoe that is being tested will cause Nike and Adidas to come out in a cold sweat?

On Saturday morning in Barcelona, two well-dressed more than 30 year old ladies are enjoying a pair of black dancing shoes decorated with Rhine shoes and bare toes in a Geox store. A gray haired old woman is looking at the gray gray boots on the opposite side of the corridor, while a father is helping two young children to try on sports shoes.

The only common feature of shoes in shops is that their soles are covered with thousands of small holes, which are breathable and impervious to water.

In recent years, according to the needs of different customers, the designers have designed various kinds of shoes that can breathe, and have trained a loyal followers in the world.

Now, the company intends to further expand its customer base and prepare to enter the global sports shoes market.

In April 2nd, jalus launched a series of new running shoes, according to Mario, the 55 year old company chairman and founder, said that these shoes would make sweat and stinking feet "past".

In search of sustained growth, in 1989, when boleatuo, who was walking under the scorching sun, could no longer bear his sweat, he put many holes in his soles, which made him brainstorm and design breathing shoes.

After failing to instil this concept into the industry giants Nike and Adidas, Polo decided to do it herself.

In 1995, he founded the company, which made children's shoes at first and then extended to adult shoes and clothing.

Polo is now planning for the next move.

Last year, the company sold 21 million pairs of shoes, sales revenue increased by 26% to $1 billion 200 million, and profits also increased by 26% to $193 million.

However, the price of stocks listed in Milan has fallen by 27% this year, mainly because investors are worried that it will be difficult to maintain a 30% growth rate that has been maintained over the past 5 years.

Peter Fallon, an analyst at BryanGarnier investment bank, said: "no matter how good the company is in sports shoes sales, it must continue to keep its street shoe and clothing business growing."

However, sports shoes and ordinary street shoes are very different.

The sweat volume of running feet will be doubled, and it can't be released from sports shoes.

The new products of jalus are made of waterproof, breathable membranes (covering sole of all running shoes, but only on the front feet of other types of jalus) instead of the traditional rubber sole.

Another characteristic of sneakers is to add extra cushions and a support net made of synthetic fibers, which will make the membrane more durable.

Marketing slogans like "breathing shoes" may attract some attention, but it is not easy to win customers from big brands.

According to industry communications sports commodities intelligence, Nike and Adidas two giants dominate nearly 60% of the world's market share.

Both of them have a large number of famous stars to help them, and their customers not only pay attention to comfortable feet, but also believe that the pads and necessary support of shoes can prevent sports injuries.

John Howland, publisher of the industry newsletter, said: "the competition for running shoes is fierce. Every brand has a high degree of consumer loyalty.

If he wants to enter the market in a high-profile manner, he must emphasize stability and air cushions.

Adidas now also provides sports shoes that can breathe. The company claims that it can increase the foot's dryness by 20% when guaranteeing the best athletic performance.

Baltic didn't care about it.

He will sell his running shoes to existing customers, which is very effective in selling ordinary street shoes and clothes.

If the new product line sells well, he says other sports products will also follow suit.

So far, most of the innovations for sneakers are aimed at improving their performance.

Polo says that the brand new technology of the healthy people comes from completely different ideas, emphasizing that the comfort is higher than that in the competition.

He said, "feet always breathe."