The market of sports shoes is expanding rapidly. All parties want to take a share. However, according to Kasper rorsted, CEO of adidas Group, there is only one force that can really influence the sports footwear industry giants.
But the threat is not luxury brands.
"High end and luxury brands are very micro components of the market. Taking Gucci and Versace for example, their share in the sports shoes market is very small objectively, and they can't produce too much threat." Roth said in an interview with footwear news.
Recently, Balencia, a high-end brand that has been very active in the field of sports shoes, has launched triple s shoes, which have become a fashion saint, appearing at the feet of various fashion people and entertainment stars. The popularity of dad's shoes was first set off by the products of sports brands, such as Nike Air monarch IV, but high-end brands took the opportunity to take advantage of this trend and take the lead of sports brands.

Balencia's triple s has become a must-have item for fashion trendsetters.
But in Roth's view, the product difference between sports brand and high-end brand mainly lies in whether the product can achieve the combination of functionality and aesthetics.
"People like to wear functional running shoes, but also want them to look stylish. They may be more functional than design, but that doesn't mean the brand can relax and work hard on design," said rothed.
The high-end brand sports shoes may be more avant-garde and artistic in design, but what they lack is the scientific and technological attribute that sports brands invest heavily in every year.
"There will be a technology driven change in the sneaker industry in the short term. Two years ago, 3D printing technology was still very expensive, but two years later, the price of this technology will be more user-friendly, because the development of technology will quickly drive the price point down. And a drop in the price point will promote the use of more technologies. " "Adidas will soon have a 3D printer in its Fifth Avenue store in New York," Roth said. Large scale promotion of new technology will effectively block the action of luxury brands in the field of sports shoes. "
In April 2018, Adidas took the lead in launching futurecraft 4D running shoes. The midsole of the shoes is made of digital light synthesis technology. A lot of people who have tried on their feet exclaim that this is a pair of running shoes that represents the future of the industry.
Technology can help sports brands stay ahead in the competition for high-end sports shoes, but in Roth's view, the threat from fast fashion brands is what sports brands really need to think about and face.
"What has changed the market environment now is the fast fashion brands represented by Zara, whose product cycle is shorter," said Roth. "The trend driven by these brands is that sports brands need to follow. Our own supply chain may one day also be contested by fast fashion brands, so adidas has promoted its own speed project to launch seasonal and responsive products at a faster speed. "
Roth's fears make sense. Zara, Topshop, UNIQLO and other fast fashion brands have launched their own sports shoes and clothing series. UNIQLO is also a big player in sports events and star sponsorship. This year, it just grabbed tennis superstar Federer from Nike as its own spokesman.
Although fast fashion brand sports products still can not compete with professional sports brands in terms of functionality, their shorter product cycle, faster speed of innovation and affordable price attract many mass consumers, whose consumers directly overlap with sports brands.

Under such pressure, Adidas CEO Roth even proposed that Adidas should become the first fast sports brand. By 2020, Adidas plans to generate 50% of its sales revenue from products designed and produced rapidly. The design and production of products should be rapidly shaped according to the market demand of the current season, and the update and circulation of products should be accelerated.
Under this strategy, adidas has carried out a series of preparations and cooperation. In Ansbach, Germany, and Atlanta, the United States, two Adidas speed factories have begun to operate. These two fully automated factories have produced AM4 series products for Adidas in six major cities around the world. The previously mentioned futurecraft 4D running shoes were jointly launched by Adidas and Silicon Valley technology company carbon, which shortened the period from design to putting on the shelf of traditional sports shoes from about 18 months to 11 months.
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