Conversations with Larry: Why making Track Spikes is so important

Updated Jan 14, 2021

Originally posted Dec 1, 2018

This is the truth, no BS.

In the pandemic, running shoes continue to do well.

an early track spike, circa 1924, shoe cobbled by Adi Dassler, photo by adidas Communications

Brands such as Nike and adidas have supported athletics since their beginnings, as have ASICS and New Balance. Brooks has shown that its success has a direct line to its support to grass roots athletics .

HOKA ONE ONE, On running and Skechers show that their successes in the pandemic have also been due, in part, to their grass roots support of athletics. Brands that continue to stall in running do so because they have little or no understanding of grass roots athletics. You can have a great running shoe, but, when no one sees it, when local running stores will not carry the brand, and when some brands continue to have a lack of apprecation that the complex web of communication platforms used by runners. Podcasts, websites, social media, print, audio all play parts in enhancing runner’s appreciation of running.

An early Nike spike, Steve Ovett used the shoe in Moscow Olympics (1980), photo Nike communications

I am posting this once again because I have seen new inroads by ASICS, Brooks, HOKA ONE ONE, On running and PUMA. I have also seen adidas picking up Next Gen athletes. Those actions make me smile.

Invest in tough times.

It shows an appreciation that things will get better.

That is my message…

So, I was walking around the running event, and I was very happy to see the number of high end racing shoes, track spikes and XC racers.That challenged me to consider the importance of specialty shoes, and what they mean to the sport.

The brands that do full lines (sprint, middle distance, field events) are the top brands in running. Wow, what a coincidence? Let’s get serious. Nike, adidas, ASICS, NB, Brooks, and now, Under Armour see that putting together this product is now about making big money, but about enticing the young consumer and the more serious athlete.

UA Track spike, photo by Mike Deering/The Shoe Addicts

1.5 million high school boys and girls compete in high school XC and track. 600,000 in XC and 900,000 in track. The kids in XC and track purchase 765,000 (approx) racers and specialty shoes in North America. Those same kids average 3-6 pairs of training shoes each, at average price of $150 each.

This is my Larry rant for the week! Support the brands that support the sport!