I love running, I love Nike's running comms so why will I still not buy Nike running shoes?

It's something that was talked about at a Russell coffee morning back in December that Richard hosted and blogged about.

This is the latest in a long line of great Nike running ideas, based out of real insights into the crazy, obsessive world of runners. A mobile van that tours Europe, giving runners a chance to talk to an expert and try the shoes, which is the only way that you can really tell if a certain pair of shoes is going to work for you or not.

Brilliant. And I loved the Google Maps Nike mash up which I found really useful when I moved house and wanted to find new running routes.  I thought that the Run London North vs South was inspired.

But still, I won't buy Nike running shoes.

Russell has told me that Nike spend more on R&D than Asics, Saucony, Brooks combined. Rationally I know that he is right, but I still want to get a running shoe from people I consider to be the real running experts, who I still don't think are Nike.

Nike are doing everything right, so what is going wrong for me?

Comments

[Will]

I think you've nailed it in your post; Nike aren't seen as 'Professional' by the average punter.

Maybe it's the gaudy impression I have of their trainers, but the 3 stripe, a lot more understated Adidas have always appealed a lot more to me.

Contrast this with American outlooks on sport/showmanship, and I think I have an inkling as to why people don't 'respect' Nike in the same way.

[beeker]

Hm. I think it might be the style emphasis. Like you can't be that cool *and* credible running wise too.

I feel the same...and was totally devoted to the idea of Asics as proper running trainers for ages. Until I had some good advice to choose what really suited my feet best. Which turned out to be Nikes. But it took some real coming round to it. And I'm still not entirely there, even though I love my Nike running trainers. Asics feels the more geeky, serious choice, still.

[Amelia]

I think that Nike are seen by very profession by the average punter, but for people who like to think of themselves as "serious runners"there is still a running snobbery. Someone suggested that they have to stop sponsoring little races like 10k and start sponsoring ultra-marathons or the Boston Marathon to demonstrate just how serious about running they really are.

[David]

I know what you mean. I love the brand and Nike communicates with emotional purity better than anybody, but the product always lets me down.

As far as the perception of the Nike brand among the community of runners, I think core runners consider running a craft obsessed sport - a la Bill Bowerman in 'Without Limits.' We like to think of shoe brands as specialist companies focused exclusively on running. We buy our running shoes from mom and pop specialty shops.
For runners, maybe Nike just seems too big and too diverse to be running craftsman.

[dan at innocent]

Nike seem to be more interested in football (soccer) and basketball these days than running. The vast majority of their ads don't talk to serious runners; not like the early Just Do It stuff did. The man with the van stuffed full of shoes is one step towards reclaiming this territory, but for now they are too obsessed with big money endorsements for already-rich stars, and seemingly not interested in Joe Runner. Or at least that's what their communications tell me.

PS the man with the van is real. He attended a run my mate did in Richmond Park a few years ago and dished out free shoes.

[Amelia]

Glad that the Nike Van Man is real. Any idea whether your running mate switched to Nikes??

[Lisa]

Would the Nike man ever be travelling any further north than London though?

I think it would take someone to give me a pair to convince me also, I found a pair of Brooks that I love and simply keep re-buying them. I'm with everyone else, I just don't associate Nike with running.

[amelia]

And apparently the running account is now up for pitch. CPB are at the fore-front (no running pun intended)
http://daveibsen.typepad.com/5_blogs_before_lunch/2007/03/nike_is_putting.html

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