Shoe analysis July 2018



Analisis Zapatillas (Excel link)

Attached a detailed analysis of shoes in the Spanish market. I have analyzed most of the brands and use for Time, Distance and Experience runners. This change constantly but i guess the analysis is not completely wrong…


  • Most of the brands leave direct promotion to retailers. Now Adidas and Nike (and New balance) are doing so
  • Discount ranges from 10% -40% with Adidas, Asics  and Mizuno more into the 30% discount and Nike and specialized/new brands (Hoka, On running, Saucony) more into de 20%
  • Some retailers have a broad expectrum of shoes, specially streetprorunning, sportshoes, deporvillage, runnerinn and average discount c.25% but probably starting to suffer competition from new players, runnics or amazon with larger discounts but for a very limited number of shoes (>30%)
  • First movers zalando, wiggle, all tricks are staying behind in terms of discount probably trying to generate some profit considering their market position
  • Most of the Starter shoes are for Distance runners (20)
  • Amateur and Serious Amateur shoes are mostly distance shoes (training) but get specialization (Time and experience) so there is probably room for a shoe to test specialization for starter runners e.g. limited number of “light” starter shoes for heavy runners
  • Serious Amateur and Pro have a good range of shoes for time and experience
  • Most of the shoes conceived for 4:30-5:30 leaving a great room for shoes between 4:00 and 4:30
  • Drop is changing to 10-8mm as a standard for all type of shoes. Time shoes for Pro tend to use now 6mm as the norm


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Learning about running and about myself while I get in shape and improve my PBs

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