In about 1978, when our early backpacking adventures started getting longer, it was time to graduate to something more trail-worthy than the work boots we wore to the barn. Our scoutmaster's main advice was to make sure whatever we got had Vibram soles. That early branding stuck — whatever the actual merits, anything other than Vibram still feels like an imitation and a compromise to me today. (Still love my 5-Fingers, too.)
Insightful choice of topic - we see it but do not discuss the yellow octagon, even when as you write, it's spreading fast.
The very close correlation here is to Gore-Tex. Like you say re Vibram, they spent massive marketing dollars on a legendary consumer-facing campaign that changed the outerwear industry forever. While only being a parts-supplier. Patagonia was almost alone in refusing to bite while almost every other brand proudly displayed the Gore-Tex logo. So G-T got really big which enabled them to go broader with their product line.
I'm quite surprised Nike took the bait. The worlds largest sporting goods company is a marketing powerhouse, so they could have (IMO should have) established their own 'Grip-Master' outsole.
And gotta say, the Vibram products are excellent but not remotely unique. La Sportiva has been putting sticky rubber on some of their running shoes for over a decade (all climbing shoes require a version of it), but their messaging has always been completely incoherent. The same is true of G-T: that patent expired way back in 1997, so it's easy for anyone to replicate or improve upon the technology (and for a lower cost); G-T has thrived due to their overwhelming marketing spend.
Apparently we're going to be seeing even more of the yellow octagon! I hope they spend as much on product development as on marketing.
In about 1978, when our early backpacking adventures started getting longer, it was time to graduate to something more trail-worthy than the work boots we wore to the barn. Our scoutmaster's main advice was to make sure whatever we got had Vibram soles. That early branding stuck — whatever the actual merits, anything other than Vibram still feels like an imitation and a compromise to me today. (Still love my 5-Fingers, too.)
Insightful choice of topic - we see it but do not discuss the yellow octagon, even when as you write, it's spreading fast.
The very close correlation here is to Gore-Tex. Like you say re Vibram, they spent massive marketing dollars on a legendary consumer-facing campaign that changed the outerwear industry forever. While only being a parts-supplier. Patagonia was almost alone in refusing to bite while almost every other brand proudly displayed the Gore-Tex logo. So G-T got really big which enabled them to go broader with their product line.
I'm quite surprised Nike took the bait. The worlds largest sporting goods company is a marketing powerhouse, so they could have (IMO should have) established their own 'Grip-Master' outsole.
And gotta say, the Vibram products are excellent but not remotely unique. La Sportiva has been putting sticky rubber on some of their running shoes for over a decade (all climbing shoes require a version of it), but their messaging has always been completely incoherent. The same is true of G-T: that patent expired way back in 1997, so it's easy for anyone to replicate or improve upon the technology (and for a lower cost); G-T has thrived due to their overwhelming marketing spend.
Apparently we're going to be seeing even more of the yellow octagon! I hope they spend as much on product development as on marketing.