This New Sport May Be Worth Investing Ahead Of Time.

In 2016, the shoe wars continued.

According to the world clothing shoes and hats net,

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And the competition among the major brands such as Under Armour is intensifying, but the category of sneakers has not changed much.

In the largest US market, the main share is still running shoes (Running), casual shoes (Casual) and basketball shoes (Basketball).

In the global market, football shoes have replaced the status of basketball shoes.

Is there any niche market that can seize the opportunity outside the traditional category? Is there any emerging sport worth investing ahead of time? This is a question that all sports brands will think about.

Probably one of the answers.

We have introduced in detail that this is a training program that requires cross functional exercises such as weight lifting and gymnastics (horizontal bar, rings, bounce), aerobic exercise and anaerobic exercise. It was founded in 2000 by American GregGlassman and LaurenJenai.

It can be said to be one of the fastest growing fitness exercises in the past 10 years. At present, there are over 1.3 000 gyms in the world.

According to official website data, 120 have also been opened in China.

The above is only the number of gymnasiums certified by CrossFit.

Similar to running, this fitness program requires no equipment, skills and space, so many gyms can choose to pay no more than 3000 dollars a year for certification fees, and directly provide similar training systems.

But what makes the market particularly attractive is not just its size.

People who love this high-powered sport can easily buy sports clothes, but it is hard to find a suitable pair of shoes.

Running shoes emphasize more cushioning (cushioning), basketball shoes focus on ankle protection (anklesupport), while CrossFit involves more complicated movements.

According to individual circumstances, there will be many changes in the proportion of running, weightlifting and stretching.

In addition, after a few CrossFit classes, you will find at least four characteristics of this sport:

1. anyone can easily handle, regardless of age or physique, though strong but not technically demanding.

2. emphasize health, not just strength training.

The founder called CrossFit a "simple solution to the most complex problem in the world - chronic diseases."

It also made it closer to the public.

3. emphasize community climate.

There is a group of friends who share their self-identity and values, and even share some jargon that "outsiders" do not understand, such as WOD (WorkoutoftheDay, refers to the amount of exercise a day), Burpee (a set of general training in CrossFit).

4. participants usually have higher consumption ability.

The CrossFit monthly card of a second tier city in China is generally over 1500 yuan, with an annual cost of over 10000.

5., pay attention to social marketing.

CrossFit has 2 million 700 thousand fans on Facebook, and Instagram has 1 million 600 thousand fans.

Of course, its participants are more "Internet Oriented", willing to display training results in social media, and are also used to online shopping.

Epidemic potential, consumption threshold, social interaction and communication.

These factors that make CrossFit popular are also essential elements for a new sneaker category to be successful in business.

Although CrossFit is still a niche movement, no one dares to underestimate the potential of this market.

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In 2011, Reebok, which had just been acquired by Adidas for 6 years, found that GregGlassman signed a 10 year cooperation agreement to become the official designated cooperative brand of CrossFit in order to restore its declining trend in the basketball shoe market.

The CrossFit shoe series "Nano" has been released to the fourth edition.

The material of this series is mainly rubber, the soles are elastic, and the upper part is hard. It has a certain cushioning property, but it is also enough to flat, so as to better support the trainers in weightlifting activities.

Nike launched its first sneaker for CrossFit last year, and then released Metcon2 this year, offering more color matching options. Metcon1

It is more slender and concise in design, "said CrossFit coach Steven Pokk in an interview with Bloomberg. He prefers Metcon because" it is more fit, more flexible in movement, and does not look so fat. "

Staring at this market is not just mainstream sports brand.

In May last year, two former Reebok employees created a CrossFit shoe brand Nobull, offering only one shoe type and several matching colors. The sole was designed with a minimalist design, and the upper part was made of stronger material, and there was no other decoration.

The founder of Michael Schaeffer said they wanted to solve the problem of over design of CrossFit shoes market. "Design inspiration comes from this sport itself - simple, direct, no need for complex equipment, and no need for large venues."

No public figures are available to explain the performance of different brands in the market, but Bloomberg recently conducted a small survey.

They visited 5 gyms, found that more than half of them wore Nike, about 25% of them wore Reebok, and the rest were all kinds of other brands, such as New Balance, Asics or Nobull.

It is not easy to say how much the data is. After all, they have not announced whether there are brand partners in the gym.

In fact, if you are a frequent visitor to the gym, you will have your own observation.

More interesting reports, please pay attention to the world clothing shoes and hats net.