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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.)

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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.

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