Vans Classic Upgrade, Skateboard Shoes Now Emphasize "Comfortable".

Vans recently launched a new product on the global scale: Classic slide shoes Era upgraded version and comfortable version ComfyCush Era.

Vans Era was born in 1976, is the brand and legendary skateboard Tony Alva and Stacy Peralta launched shoes, the lining is more thicker than the first pair of shoes produced by Vans Authentic, the biggest difference is the upper edge of the foam cushion, so that the sliding hand can be more stable when wearing, and at the same time enhance comfort.

The new Era is not much different from the old one in appearance. The biggest difference is the addition of a ComfyCush insole to enhance the foot feeling.

The first three colors are priced at US $60 (about 400 yuan).

Era shoes are similar to Chunk Taylor in CONVERSE's position in CONVERSE.

CONVERSE has been upgrading Chunk Taylor in 2015. The brand of skateboard shoes, which has been criticized for "no glue and no Vans", has started to make shoes more soft, which is also in line with the trend of "soft soles" popular in the sports shoes industry.

"ComfyCush Era reflects how Vans meets the changing needs of consumers."

Nathanial Lott, senior director of footwear design Vans, said in a press release.

Comfort is not the sole criterion for the sports shoe industry.

Only Skechers, who touts walking shoes, has always taken comfort as the main selling point, while Jordan, which sells basketball shoes, emphasizes the performance. Vans, which sells skateboard shoes and music subculture, emphasizes wear-resistant and colorful design patterns.

But as Nike and Adidas constantly introduce new soles technology in the fierce competition, and at the same time, all the players are drawn to the same market by the sports and leisure wind blowing. No matter which sports designed shoes, comfortable walking is the premise of buying, so the soles of comfortable shoes gradually become a new industry threshold.

According to the Vans press release, the updated ComfyCush Era shoes "feel like you are walking on the cloud", which is almost nothing like ADI's launch of Boost and Nike's launch of React technology.

Vans brand itself has regained rapid growth in the past two years with the help of street breeze.

The latest three quarter earnings report of parent group VF shows that the year-on-year growth of Vans 25% has promoted the group's revenue growth by 8% to 3 billion 940 million US dollars, exceeding the expected US $3 billion 870 million.

According to a survey conducted by the investment bank Piper Jaffray for 6000 consecutive years in the United States, the support of Vans for young people in the United States has been the biggest increase in footwear products, from 9% of the year's first choice to 16% of the spring survey results.

However, at the same time, Vans and its rival CONVERSE, the same flagship Puma, are eyeing. The latter two brands are also adopting the marketing method pioneered by Vans: integrating into the subculture, hosting live music parties and making famous people.

At this time, the promotion of the comfort of shoes may affect the decision-making of consumers.

Vans has opened a new round of marketing activities around the world, introducing the new version of Era shoes with the slogan of ComfyCush High School.

Marketing activities began in February 21st in Broolyn, New York, and then went to London, Shanghai and other global cities.

The brand first posted the black and white classic Era posters in the outdoors. When the shoes were officially released, they would cover the new color version posters, and the young people were still having parties and revelry in the advertisement.

However, today's rebel skateboard brand has to convince consumers, "comfort" has become a new premise.