Adidas, the renowned sportswear giant, has unleashed its latest innovation in the world of running shoes, and it’s already making headlines. Ethiopia’s Tigist Assefa recently donned these cutting-edge running shoes in Berlin, where she set a new women’s marathon world record. However, what’s truly turning heads, aside from Assefa’s remarkable feat, is the eye-watering price tag attached to these shoes, which could test the enthusiasm of amateur runners and professionals alike.
The running shoe industry has been witness to an ongoing battle, often referred to as the “supershoe” war. This war began years ago when sportswear brands like Adidas and its larger rival, Nike, started introducing running shoes that incorporated cutting-edge technologies. These technologies include a thick, shock-absorbing foam midsole, combined with a carbon fiber plate. These innovations have been shown to enhance the running efficiency of athletes significantly.
Adidas has named its latest masterpiece the “Adizero Adios Pro Evo 1,” and it comes with a price tag of $500 per pair. In comparison, Nike’s equivalent model, the Alphafly 2, is available for $225 less. The stark price difference between the two has raised the question of whether amateur runners and even seasoned professionals will be willing to pay a premium for Adidas’ latest creation.
Harry Swinhoe, the founder of Grove Lane Runners, an amateur running club located in southeast London, expressed his astonishment at the steep price. “The price tag is just insane,” Swinhoe said. “People will flock to it, but I wonder whether the average runner will really feel the benefit of the ultra-supershoe, versus the supershoe, or the normal shoe.”
The Adizero Adios Pro Evo 1 is a featherweight, tipping the scales at just 138 grams (approximately 5 ounces). However, the lightweight design doesn’t come without a trade-off, as these shoes are not built for durability. Instead, they are tailored to serve a specific purpose – to be worn for a single marathon-distance race, covering 42 kilometers or 26 miles, along with the pre-race warm-up. This means that, according to Adidas, runners may need to purchase a new pair for each marathon they participate in, which results in a cost per mile of approximately $19.
Adidas acknowledges this aspect, stating that the shoe is optimized for speed rather than durability. As a result, it’s not intended for everyday running or long-term use. To ensure that only serious athletes have access to these specialized shoes, Adidas released a limited run of just 521 pairs on the initial launch date, with plans for a second drop scheduled for November.
The sportswear giant is actively marketing the Adizero Adios Pro Evo 1 as a world record-breaking shoe, celebrating Tigist Assefa’s historic achievement in Berlin. Bjorn Gulden, the CEO of Adidas, even took to Instagram to express his pride, sharing a photo of himself and Assefa holding the record-breaking shoe. The caption read, “Tigist Assefa… we are so proud of you!”
Tigist Assefa’s incredible performance indeed highlights the potential of these cutting-edge running shoes. She managed to shatter the world record by more than two minutes, completing the marathon in an astounding 2 hours, 11 minutes, and 53 seconds.
The sportswear industry’s ongoing pursuit of innovation and performance enhancements has undoubtedly led to remarkable advancements in running shoe technology. However, the soaring price of these elite shoes does raise concerns about accessibility, particularly for amateur runners who may not experience the same benefits as professional athletes. As the debate over the value of these high-tech running shoes continues, it remains to be seen whether they will become a staple in the world of marathon running or remain a niche product for elite competitors.
