Corrida: Asics bets on a new version of classic sneakers – 02/03/2023 – Na Corrida

The sun was heading to touch the horizon in the Caribbean Sea. From the top of the wall that surrounds the old city of Cartagena, Colombia, the sultry heat of the day gives way to the coolness that the late afternoon breeze brings. We’re at Café del Mar, the city’s most coveted club-bar. Outside, tourists wait their turn to enter while being harassed by street vendors. For those already inside, glasses filled with coconut lemonade circulate in an environment filled with electronic music. Ottomans and sofas complete the relaxed-chic package.

This scenario was one of those chosen by Asics for the launch of the Nimbus 25 in Latin America. Tennis, a classic among Brazilian runners, is the main bet of the Japanese manufacturer for 2023.

The launch with all the pomp and circumstance is justified. The Nimbus is the spearhead of a movement that Asics calls “The Great Turnaround”. The Japanese sportswear manufacturer, which revolutionized the shoe industry in the 1980s with the introduction of a gel layer in the midsole, wants to regain a leading position in the hearts and minds of runners around the world.

big turn

In the most recent annual investor report, released in August 2022, Asics publicly pointed out its dissatisfaction with some of the company’s flagships. “At New Year’s Ekiden and Hakone Ekiden (very popular relay events in Japan that bring together corporate workers and students) in January 2021, we had the frustrating experience of seeing that no athlete competed in Asics sneakers,” the document informs. Added to this is a growing concern with margins and the profitability of the business, which led to reorganization measures, such as, for example, the orientation to close stores around the world that are losing money.

The solution found by Asics was to invest in one of the most profitable niches in this market: running shoes. Asics has launched the Chojo project, a training center in Kenya that aims to recapture the leadership position among top athletes. And also invested in technology. A fundamental part of this movement is the Metaspeed line, a shoe with carbon plate developed precisely to meet the needs of elite athletes.

In the main marathons in the world – the so-called Majors – the turning point has not yet happened, despite the praise that Metaspeed received from athletes and the specialized press. In the most recent marathons in Chicago, Tokyo, New York, London, Berlin and Boston, Asics managed to climb the podium only once. Kenyan John Korir was third in Chicago wearing a Metaspeed Sky. Meanwhile, Adidas and Nike accumulated victories and monopolized the achievements, with occasional appearances by competitors.

Comfort first

And why is the big bet of the year on the Nimbus 25, a shoe that is not part of Asics’ performance line? Well, there are some explanations. The first is the huge recall of the model, which has equipped athletes for a quarter of a century. The second, and perhaps the main one, is that the Nimbus meets the greatest desire of running shoe buyers: comfort. That’s the central word used by Asics throughout product development, and the Nimbus has carried the aura of being a soft running shoe for years.

According to a survey by the specialized website Running Shoes Guru, comfort is the main decision factor when buying a new pair of sneakers. 38% of respondents said they choose comfort over any other feature. One in four respondents claim that the most important thing is their personal history with the brand. 17% say they are guided by reviews and recommendations. Price was cited by only 4% of respondents as the main reason for making a purchase.

A similar survey conducted by Tênis Certo with more than 2,000 Brazilians follows the same path. Comfort is the most important feature when making a purchase decision for 57% of respondents. Recommendations from influencers and friends appear with 21%, while price had 11% of responses.

softness technology

After all, is the Nimbus a very comfortable running shoe, or a comfortable shoe that’s good for running? The question, directed at Asics’ development leaders, had no immediate response. After some debate, the conclusion was that comfort comes first. “The Nimbus is and always will be a running shoe. But everything we’ve done in this new version has been geared towards greater comfort for the user.”

“When someone asks which shoe is ideal for beginners, I want the Nimbus 25 to be the answer,” said Flávio Higa, Asics development manager for Latin America.

The changes from the previous version are significant. Firstly, the gel compound used to ensure greater impact absorption was replaced by a new product, called PureGEL, which guarantees lighter landings, according to the manufacturer.

The sole foam has also changed. It was 20% bigger, without increasing the weight of the sneaker – something possible due to its lower density than the previous version. Because it is less concentrated, this foam manages to be more elastic, and this compression capacity helps absorb impact.

Finally, Asics made adjustments to the mesh, increasing the shoe’s breathability.

This evolution comes at a price, and it is not cheap. In March 2021, it was possible to buy a Nimbus for BRL 999. The following year, it jumped to BRL 1099. In 2023, the new model costs BRL 1199.

Due to the launch of the Nimbus, I participated at the invitation of Asics in the 10 km race of the Media Maraton del Mar. It was the opportunity to see tennis in action at first hand in a street race. After that, I drove at least another 50 km with the model. Technical advances are felt in practice. The shoe is light, very soft, ideal for beginner and intermediate runners, who do less training during the week and cover more modest distances. For long tests I have my doubts, precisely because of the high damping. My bet is that the Nimbus 25 will be easier to see in weekend parks and at the mall than it is at marathons and ultramarathons.

What do you mean shopping?

For Brazilians, a running shoe is rarely just a running shoe. “A pair of sneakers is an important expense within the average Brazilian budget. Besides being used for running, the buyer hopes that he can also use these sneakers in social activities”, says Eduardo Suzuki, partner and founder of Tênis Certo, a of the largest content and sports footwear sales platforms on the internet.

Asics’ bet on casual use (ie, off the slopes) of the Nimbus 25 is evident. The model was launched with 15 different color options, with the aim of pleasing the most conservative to the most extravagant customers. And the marketing centered on comfort – and not on performance – reinforce the perception that the shoe was thought to be used in the races, and a survival outside of them.

According to the manufacturer, the shoe was developed to last between 600km and 800km in the foot of a runner, and can reach well to 1000 km. But, for those who intend to use the sneakers for a walk, be warned: the useful life drops with each step taken, be it on the running track or at the mall.

Asics promises more news for the second half as part of the Grande Virada movement. The company takes the lead at the beginning of the year with the Nimbus 25. But it is just the start of a long-term race between manufacturers of sporting goods.

The journalist traveled to Cartagena at the invitation of Asics.