Technology Brands Help Edge Out the Competition

………………………………………………………………………………………………………………………………………………….
Addison Whitney has two new names and logos to add to its portfolio in the running world: StabilicoreTM, which is a technology brand for New Balance shoes, and Aceba, a Dry Lubricant used in Asics Chafe FreeTM products.

For those who think that Nike is supreme when it comes to athletic footwear, runners will tell you a different story. Runners are very loyal to brands that work, and Asics and New Balance have emerged as trusted names for those who hit the pavement every day.

A quick poll of AW’s running group, “Brand, Sweat and Tears”, revealed the following insights about running brands:

• “I am more loyal to technologies than I am to master brands”
• “I don’t care if it’s popular- I care if it has got the specifics that I need! (e.g. high-arch support)”
• “If I find a technology that works for me, I am more likely to buy other items from that brand (the shoes fit, why not buy the matching shorts and tank!)”

The consensus seems to be that technology brands, across all categories of running, are a new way to differentiate products and speak to very specific target audiences. It’s OK to brand every detail in the running world, because with this sport, every detail matters! A technology brand might be just what a runner (and a brand) needs to give them that extra edge in a very crowded field.

Here are some technologies that our team prefers:

• Champion Double Dry
• Thorlo Roll top Socks with Thor-lon
• Asics Gel-Nimbus
• Saucony ProGrid Cushioning and Respon-Tek platform
• Nike+Plus
• UnderArmor HeatGear

Content contribution by: Maghan Cook and Ashley Park