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In the latest sign that the world is easing into ever-more-comfortable footwear, Aldo is introducing “Get Ready,” a new campaign focusing on its line of leisure sneakers. And Crocs is rolling out a new Crocband Platform Collection, adding a little more style and elevation to its casual clogs.
The new launches come at a time when such brands as Nike, Adidas and Under Armour are struggling to sell their performance athletic shoes, as consumers continue to favor more stylish, athleisure sneaks instead, according to the NPD Group.
Aldo, based in Montreal, says its new “Get Ready” campaign, from ad agency Wednesday, is set to break next week and includes advertising, social media, online, mobile, in-store and out-of-home. Ads highlight “moments of buildup that precede big and small life events,” with launch ads focusing the concept of skydiving (see photo above). The campaign stemmed from insights that when it’s time to get ready for a big event, its customers like to savor the moment, right down to using favorite playlists and developing their own prep routines.
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Separately, the Niwot, Colo.-based Crocs says it’s introducing its new Crocband Platform Clog, available for women, men and kids, offering comfort, height and style in plenty of colors. “While we’ll never shy away from delivering the comfort that we’re known and loved for, our new Crocband Platform Clogs offer a trend-right option for Millennial consumers that want to push their personal style stories forward,” says Michelle Poole, senior vice president of product and marketing, in its announcement.
Consumer enthusiasm for comfier shoes is reshaping the retail landscape. “Performance footwear continued to struggle in the second quarter, as all of the market’s energy is in sport lifestyle,” writes Matt Powell, NPD’s senior industry advisor, sports, in his new analysis of second-quarter sales. “Athleisure has taken over the athletic footwear market, and I do not expect the performance categories to improve anytime soon.”
He says fans are still keen on retro footwear, benefitting smaller brands like Fila, Puma and Reebok, but that growth there is slowing. And comfort drove fashion footwear results, too, dominated by slides, mules and clogs.
Sport leisure, which includes sport lifestyle sneakers, skate and sport slides, was the only broad category to grow in the second quarter, NPD says.
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August 3, 2018 at 12:17PM
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