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Posts Tagged ‘ASICS’

This is an unabashed plug. I will take just a moment to say that this is unsolicited and in no way have I been financially incentivised to write this. But whether you believe that or not is up to you and I don’t really care – I had a really wonderful experience in a shop (which almost never happens to me and you’ll see why if you keep reading) and I want to ‘big up’ the people behind Running Shoes London.

The first time I went to Running Shoes London was their first or second day of trading and I had been given a flyer or seen an advert or something offering a free pair of socks or a free t-shirt or something like that with every pair of shoes. Unfortunately when I arrived, I got there before the ASICS rep had been in so the shoes I was after were not available. And indeed aside from the lack of ASICS, the shop was pretty sparsely stocked. I left without the shoes (or the free gift). I haven’t been back since and that is probably 3 years or more.

The reason I haven’t been back is that in general I hate shopping. That was not always the case – in the days before I discovered running, I treated shopping like a social event, hanging out in Selfridges G&T bar after a busy afternoon destroying my credit rating.

Since those dark and depressing days I have completed many u-turns in my life and my old love of shopping is one of the things I now regret having done and vow to never get into again. This is partly due to my distaste for wasting money in general and also partly because I hate having limited choice, offered by mindless assistants in hot, noisy and crowded shops.

However a couple of weeks ago two converging factors saw me making my way, once again, to Paddington Basin to Running Shoes London – I wanted to buy a sportswear specific detergent to battle the ever present permastink that so many of my t-shirts suffer from and I was going away to the Forest of Dean on a training weekend where I would need gels and recovery drinks that I didn’t have time to order online.

The two chaps at Running Shoes London were super-friendly, helpful and informative to everyone I saw them deal with. The owner knew me and my recent time from Florence (I still don’t know how on earth he knew that – it’s not anywhere near the sort of time I would expect people to know) and knew my coach, Nick at Running With Us. We talked about the surge in interest in running that came about thanks to the economic crisis, the state of specialist retailing and innovations in running footwear and how to achieve the right balance of nutrition whilst training and working. Indeed I spent one of the most pleasant lunch hours I can remember in there as well as getting all the stuff I wanted.

Indeed the whole experience was so positive that I want to share my thoughts; there are very few good, independent retailers left – especially since the recent acquisition of Runners Need by Snow and Rock – and the big chains are simply transactional places I go to when there is a sale on to try to pick up a bargain, not somewhere I go to get interesting gossip from the running scene. There are very few shop owners and assistants who have the sort of experience, qualifications and enthusiasm that the guys I met in Running Shoes London have. There are very few places with the diversity of stock and range of shoes that they have in Paddington. And if we don’t support retailers like Running Shoes London, there will be even less of these places. So if you are in the area or indeed if you are curious and have the time to make a trip, go and see Running Shoes London and ask the staff there an interesting question – I assure you, you will leave with more than just a bag of new kit.

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Through my association with Ransacker I was recently invited to a party (erm, well it was called a party, which was unlike any party I’ve ever been to) to view the new products being launched to the running community by Brooks.

It was a really interesting evening and the Brooks team in the UK are really lovely people – knowledgeable and enthusiastic. And Brooks produce a very wide range of products to cater for all types of runner. However the thing that caught my eye was the Racer ST5.

Having long been a fan of the ASICS Tarther, I don’t really feel the need to try to find an out-and-out racing shoe, but what I was lacking was a middle ground between my workhorse Mizuno WaveRiders which I use for everything and the Tarthers, which I reserve exclusively for racing. I hoped the Brooks ST5 would fill the void.

The shoes arrived from Brooks this morning. I immediately pulled them on (breaking the tag at the heel with the first tug, but they were free so I’ve little cause to complain!) and stomped round the flat for an hour. I appreciated the wide toe-box, snug heel, flat profile and light weight. These, I thought, could be interesting…

So tonight I ran home from work in them. 45 minutes easy is what Nick, my coach from runningwithus, has suggested and that seemed like the perfect opportunity to try these ‘racer-trainers’ out. The run home was lovely. The shoes are as comfortable as any I have tried. They provided great grip on the slimy wet pavements through central London and the things I had liked when I tried them at home all remained – roomy forefoot, snug heel, low profile and super light weight for a trainer with quite a bit of cushioning. So you can tell, I am pretty delighted with the ST5s.

And then the story gets better.

What I haven’t mentioned yet is that the Brooks ST5 incorporates a propriatory material in the sole called BioMoGo – the world’s first biodegradable midsole (unless you count the sandals worn by the likes of the Tarahumara of course – they’re pretty biodegradable). The fact that some of the technology from Brooks Green Silence is filtering through to their other shoes is a reason to jump for joy. The fact that I seem to have found a shoe that fits between my super-light racers and my heavy protective every day shoes, that happens to give a shit about the planet is a reason to run and jump for joy. So thanks, Brooks, you’ve made a really lovely shoe and I reckon I’ll be giving them an outing at the Great Bentley half marathon in 10 days. I’ll report on how me and my new orange movers get on.

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I read today that my favourite brand of running shoe, ASICS, plans to launch a $60 dollar shoe in the US in the near future, as part of its programme to double sales by 2015. This story, which seems to have made more of an impact in the business pages than the running forums, interested me because the price point they have chosen has been described as: the price they can sell entry level shoes at. The implication being that once someone has shelled out $60 for an entry level shoe, they will start to work their way up ASICS evolutionary scale until they are evenually rocking a pair of Kayanos, which retails for around $140.

However I think that ASICS might shoot themselves in the foot with this idea, especially if some of the comments I read are true. Toshiyuki Sano, an executive in charge of finance at ASICS, said that they are pitching the shoe at $60 because that allows certain aspects of the higher priced shoes to be retained, but others will have to go to save costs. And it is exactly this stripping back that ASICS might live to regret.

The barefoot running movement is really starting to gather momentum especially in the US and the UK – only last night a girl arrived at the Mornington Chasers in a pair of Vivo Barefoot shoes – and caused quite a stir with certain older members of the club… but that is another story. And whilst I don’t know many people who I think are likely to go the whole hog and ditch their shoes, amongst my friends and peers there does seem to be a trend towards more minimalist shoes – racing flats if you like. I run in ASICS Tarthers. Others I know favour the Adidas Adios range or the Saucony Fast Twitch. Now please don’t misunderstand me – I know these are not barefoot running shoes in any sense of the word, but I do think that one of the residual effects of the popularity of barefoot running is that the rest of us are increasingly looking for shoes with less built into them.

I would certainly look at a cheap ASICS shoe if one were produced and sold in this country. Most of the time I want a really basic, light shoe and I accept that at the level I run at I will need to replace my shoes every few months, so no big deal. I am not a heavy runner and I don’t have any biomechanical issues that mean I need stability built into my shoe. So from a business perspective this could be a problem for ASICS if they find that it is not just first-timers who buy their stripped-back $60 shoe, but experienced runners who think that less is more and who don’t want to pay for technology with dubious benefits. And I think I might be one of them!

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