SHOP TALK
SHOP TALK
HAPPY FEET
Sequoia retail guru Brent Reid takes us inside two trends of the golf shoe revolution.
TREND TWO:
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I call this one “nano-performance.” These shoes are incredibly light, similar to something Usain Bolt would wear to win the 100-meter dash, except they are designed for golf. Nike started everything off with the (3) TW13 shoe, and Adidas quickly followed this year with the (4) AdiZero. Footjoy offered the FJ Sport 2 last year and now has the M:Project line. All these shoes are truly remarkable in how they look, how light they are, and how they perform. They make my old shoes feel like concrete blocks; for me, there is simply no going back. If you are going out to play 18 holes in a match, nano-performance footwear technology will soon become the gold standard. You’ll be at a disadvantage if you are wearing the outdated, heavy shoes—much akin to using a 5-year-old driver versus today’s current driver technology. This is golf equipment for your feet.
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TREND ONE:
It all started with Freddy Couples’ back. About four years ago, Freddy’s bad back would act up after walking 18 holes in a traditional saddle. What he needed was the equivalent of tennis shoes with traction. Ecco designed a pair of “street shoes” for him that sparked a revolution. They looked like trendy shoes that Europeans would wear to the cafes before a night on the town, but they still performed on the course. Having an icon like Freddy parade them around didn’t hurt either. The shoes allowed golfers a completely different look on the course—and even back in the office. The original street shoe has since evolved—there were some initial concerns about traction in wet weather—and major brands have taken up the charge. Ashworth was the first to come out with a rival take, and when Justin Rose wore (1) Ashworth’s Cardiff street shoe and won a World Golf Championships event at Cog Hill in rainy conditions, all traction concerns were answered. (2) FootJoy and Nike quickly released a full line of street shoes, and now the golf consumer has a slew of slick options. How cool are these puppies? A colleague of mine walked into a Starbucks, and a musician was in the corner composing music. The musician stopped in his tracks, put down the guitar, and asked, “Dude! Where can I get those shoes?!” To me, the footwear category has really come of age. Gone are the days of the heavy-soled, whiteand-tan saddle shoes.” --BR
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OUR MAN IN MERCHANDIZING
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IN PLAY, SPRING 2013 SPRING 2013, IN PLAY
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