With the Olympics around the corner and social-media trends leaving as quickly as they arrive, the athletic apparel industry has been in growth mode.
That’s largely because the Olympics provide a large theater to display new product lines and capitalize on potentially popular merchandise.
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Nike (NKE) , for example, has been working tirelessly behind the scenes to revamp its brand’s energy and plans to use the Paris 2024 Summer Olympics to its full advantage.
Management has said Nike plans to make the international event — set for July 24 through Aug. 11 — an exhibition for some of its refreshed product lines, specifically in the track and field category.
“We’ve done more to advance running than any brand in the world over the last 50 years and we continue to lead with elite runners,” Chief Executive John Donahoe has said. “Innovation has always been what’s marked Nike in running, as in other categories, and so we’re not just going to copy what other people do.”
Nike recently caused waves when it unveiled its women’s track and field team bodysuit, which is cut high at the hips and drew all sorts of criticism from athletes and fans alike.
BREAKING: Here’s your first look at the new @Nike kits that will be worn by the U.S. track and field team at the 2024 Olympics in Paris. pic.twitter.com/XPWOnBrwsv
— CITIUS MAG (@CitiusMag) April 11, 2024
Hoka works to disrupt Nike
So while Nike struggles to please everybody, some of its top rivals have been quietly working to nab some of its market share to cater to everyday folks.
One such rival is Hoka, the Deckers-owned (DECK) footwear company that produces mostly running and walking sneakers. Hoka is popular among those seeking comfort and support; its shoes are instantly recognizable for their vivid, bright colors and chunky heels.
Its most popular models are the Clifton and Bondi running sneakers, but Hoka recently released a new shoe that features more cushioning.
The all-new Skyward X model purports to have the “plushest ride on the road.” It features an exceedingly large 48-millimeter stack height. Such support is “designed to provide a forgiving impact and ride.”
The brand new @hoka Skyward X. ❤️🔥
Plush, soft and smooth to the extreme, the Hoka Skyward X is a cushy new trainer features a revolutionary suspension system with a convex carbon fibre plate that allows the suspension system to compress and spring back with each step. pic.twitter.com/58XZHnqLci
— The Derby Runner (@DERBYRUNNER) April 21, 2024
That 48mm boost is actually prohibited by the height limit set by World Athletics, which stipulates shoes may have only 40-mm drops or less to compete in any timed or competitive road event.
This puts the Skyward X in the so-called illegal running shoe club, which also features some familiar favorites, including:
Adidas Adizero Prime X 2.0 (55-millimeter boost)New Balance Supercomp Trainer (47mm boost)
The Skyward X might not be allowed at road races, but the model is already beloved by running hobbyists.
“I have not ran in two and a half weeks and ripped a 10 mile run no problem due to the fact they feel so smooth you want to keep running. Increased room in toe box which I love. Great for hills,” one reviewer wrote.
“But I put them to the test over a number of runs (including a nearly three-hour long run with a workout added in), and they might actually be my favorite Hoka shoes yet,” a reviewer for CNN wrote.
Users say they particularly like how defyingly light the shoes are, which seems counterintuitive since they look so bulky.
The Skyward X, available in men and women’s sizing and retailing online and in stores for $225, has been “going fast,” according to Hoka.
