My brother sent me this youtube video with Kenny Powers advertising some new K-Swiss trainer that comes with a state-of-the-art technology they call “Tubes.” I’m not exactly sure what Kenny Powers’ origins are. I’ve never seen Eastbound and Down save for a few youtube clips and I see him featured in internet memes from time to time. I’m pretty sure he is a fictional character though it appears the actor spends a lot of time in character ala Paul Reubens. Anyway, my point is that I want to give K-Swiss props for kind of admitting that their new shoes are a ridiculous gimmick.
Gimmick Shoes-
I’m only an casual footwear historian and will not pretend that I know the origins of gimmick shoes but the first one I remember being cognizant of was the Reebok Pump. You probably remember remember the big campaign push. I also remember the kid with indulgent parents showing up with a pair in gym class. Of course they weighed like well over a pound and even fifth graders kind of thought they were silly.
Gimmick shoes are back. Actually, they have been back. As anyone in the shoe industry will tell you, Nike Shox are a joke and actually pretty bad for you if you run in them. Of course adidas rolled out the Bounce soon afterwards. I was in an adidas training session one time and was told that the Bounce is for people that aren’t serious about working out but want to look cool in the gym.
Reebok has been busy too. I’m no insider but it seems like adidas, the owner of Reebok since 2005, has been looking for a space to put Reebok in that won’t actually cannibalize adidas sales. Their solution is gimmick shoes.
One is supposed to give you a workout just be wearing them and has lots of great ads with girls rocking spandex and wearing these around.
The other is supposed to work like a slinky and spring you forward or some such. They weren't shy with the colorways on this one.
I know this all because I had the benefit of talking with a Reebok sales rep at a running tech event last weekend. It was kind of comical. He showed up late to this big running tech event and squeezed his table between the Saucony and Mizuno tables. The Saucony and Mizuno gear is really well respected in the run world and their reps are really knowledgeable and take gear super seriously. The Reebok rep was a nice guy but just a full on sales personality. He started talking up the Reebok gear like it was the second coming of the pump. He had a slinky out on his table and would push it over on its side and say, “See that? These shoes are just like that.” It was a little shocking how many people wanted to hear more.
All the serious run techs in the room were quietly shaking their heads- kind of amused and kind depressed. I’ve talked to some retail sales associates and they’ve told me that people are always asking about the Reebok products because they want a work out but they don’t want to work out.
So where am I going with this? If you shoe is gimmicky, embrace it and get Kenny Powers to endorse it. I know there are NFL players in the ad as well but nobody has ever emailed a youtube video to their little brother because Drew Brees is doing a push up.
