When athletes talk about footwear, you often hear, “Be loyal and don’t jump from brand to brand or style to style." So, how true is that statement? Let’s look at a few different perspectives on the subject.
From the manufacturer’s perspective, it makes perfect sense. If buyers are loyal and stick to their shoes, life is perfect. They have an on-going audience who remains faithful and so their shoes will always sell.
From the shoe store’s perspective, it makes life easier. They’ll keep buying the same shoes from the same manufacturers. Sure, they’ll take chances on new shoes, but if we remain loyal to the old shoes, they’ll have a harder time convincing athletes to buy them.
So, that leaves our perspective. The customer. So why would athletes remain loyal? Let’s identify some reasons, keeping in mind that the inverse is true too—when one of the reasons fails, the athlete is often open to a change in shoes.
1. The shoes work well for my sport
2. The shoes fit
3. They’ve never caused problems
4. I hate taking a chance on a new shoe
5. I like the style
6. I like the color
Certainly, shoe companies would like us to be loyal. One obvious problem is that companies often seem to disregard the people who buy and wear their shoes. They will often change or discontinue shoe styles with no warning and at the drop of a hat. If you’ve found shoes that work, every Spring and Fall is tense as you wait to see if your favorite shoes are still being made. I know athletes who buy several pair of shoes once they find a pair that works for their feet. They don’t want to take a chance on the shoe companies not honoring their loyalty. I don’t blame them.
Next time, I’ll share how I buy shoes.
