Nike Releases “Ugliest Shoe Ever!” And Why It’s Yet Another Shrewd Play By The Sportswear Behemoth

Nike Releases “Ugliest Shoe Ever!” And Why It’s Yet Another Shrewd Play By The Sportswear Behemoth
B&T Magazine
By B&T Magazine



The brand that appears unable to do any wrong – Nike – has just released a new “trail shoe” that’s being called the “ugliest sneaker ever” made.

Now, you’d reckon with that sort of media coverage Nike’s new ISPA OverReact Sandal wouldn’t be attracting too many buyers!

Apparently, far from it. So ugly is the limited-edition shoe, buyers are already affording it Nike-like cult status and it’s reportedly sold out online despite retailing at a cool $US420 ($A586).

Not that the reviews have been that favourable. Online commentators have likened the ISPA OverReact Sandal to “if throw up was a shoe“, “love the treading in chewing gum look” and “who made these – Robinson Crusoe?”

For the uninitiated, ISPA reportedly stands for improvise, scavenge, protect and adapt and is part of the brand’s plan to “improve an athlete’s interaction with the built environment”.

Other commentators have called the shoe’s launch a shrewd move by Nike. Being a trail shoe, it’s clear the brand wants to increasingly play in the space occupied by traditional outdoor brands such as Patagonia, The North Face and Kathmandu.

Nike bosses realising that a lot of these brands are increasingly being worn in city high streets and office towers and not for climbing mountains as they were intended.

Last year a report by Zion Market Research predicted the outdoor clothing market would be worth $US19.45 billion ($A27.2 billion) annually by 2026.

The report noted that “developing countries of China and India in the Asia Pacific region are expected to majorly drive market growth” in the category.

Commenting on Nike’s new ISPA OverReact Sandal fashion site Dmarge said: “Let’s not be so quick to dismiss these experimental offerings, however. These radical sneakers play an important role in the development of fashion as well as athletics: these limited models are testbeds for new technologies that diffuse down into more mainstream runners.”




Please login with linkedin to comment

Nike

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]