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Geoff Burns proslijedio/la je Tweet
The new shoe rules aren't the end of the Vaporfly story, but they are the end of a chapter. To figure out what comes next, it's worth looking back at how we got to this point, and how things might have been different (or not). Here's my take on that:https://www.outsideonline.com/2408971/nike-vaporfly-controversy?utm_medium=social&utm_source=twitter&utm_campaign=onsiteshare …
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“Nobody imagines that it is possible to beat Zatopek’s time”
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If you need an antidote to detox from all the shoe buzz of the past few days, take ten minutes and watch this stunning archival documentary footage of Abebe Bikila winning the Rome Olympic Marathon in 1960. Sole thickness: 0 mmhttps://youtu.be/i_zRr9KOFWE
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Geoff Burns proslijedio/la je Tweet
Briefly chatted with
@geoffreyburns, who had a proposal to regulate footwear in road running in the@BJSM_BMJ & recently featured in a video on the VaporFly debate by@WSJ, about today’s shoe tech rules by World Athletics + what it may mean for these… https://www.si.com/olympics/2020/01/31/nike-vaporfly-ban-world-athletics-footwear-regulations-olympics …pic.twitter.com/rb5vpjjjbf
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...It would prevent running competition from devolving into an ‘arms race’ of additive, larger and more complex shoes and retain the essence of the competition for what it is—a foot race.” I’d call today’s move from
@WorldAthletics a sensible nonproliferation agreement.Prikaži ovu nitHvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
In our
@BJSM_BMJ piece, we wrote: “A standard for a maximal shoe midsole thickness provides a simple, robust, enforceable regulation for footwear. It would protect past, present, and future performances under a single operational definition of ‘fair’ competitive footwear...Prikaži ovu nitHvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
Geoff Burns proslijedio/la je Tweet
What does this mean for the sport? Here's my piece for
@runnersworld on today's ruling from@WorldAthletics, with input from@geoffreyburns, who was one of the first to propose a limit on stack height.https://www.runnersworld.com/news/a30721631/nike-vaporfly-ban/ …Hvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
So, yes, the shoe has caused a performance shift for athletes in the shoe that is uncomfortable for some and embraced by others. However, that performance shift may so fundamentally disrupt the sport’s ecosystem that it has to change its model. That’d be a win for all. end.
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The sport’s governing body demanded this brand-adherence of the athletes though, so they didn’t have a choice. Now moving forward, they may seek opportunities beyond shoe companies, and those opportunities may be greater than what the shoe companies could offer anyways. 16/
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The shoe demonstrated that it’s dangerous as an athlete to tie yourself to a single equipment manufacturer. Moreover, as an athlete, you may actuslly prefer to train and race in a variety of footwear, clothes, etc. you may trainers from one company and spikes from another. 15/
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World Athletics is actually set to loosen these rules this year, allowing up to three sponsors. From
@AthleticsWeekly: https://www.athleticsweekly.com/athletics-news/logo-rules-set-to-be-relaxed-by-iaaf-1039926128/ … That’s huge for the sport. So getting back to the VaporFly... 14/Prikaži ovu nitHvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
That changed a few years ago, and now they allow one more small “club” logo. Very few teams have taken advantage of this as a sponsorship opportunity.
@NNRunningTeam and@Nedbank_RC are setting the standard on how to structure professionally beyond just shoes. 13/Prikaži ovu nitHvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
This mono-sponsor shoe company model that persists on the global level is due in large part to World Athletics (IAAF) draconian logo size rules. Until a few years ago, only one sponsor was allowed in global competition, and it had to be an equipment manufacturer! 12/
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This exists in running: Japan! They have a vibrant professional model where corporations sponsor road racing and marathon teams. The runners serve not only to promote the brand, but also to rally the workers affiliated with the company (Honda, Toyota, etc).
@JRNHeadlines 11/Prikaži ovu nitHvala. Twitter će to iskoristiti za poboljšanje vaše vremenske crte. PoništiPoništi -
This exists: Cycling. It’s not at all feasible for a bike company to be a sole title sponsor of a team. Not only do they not have the capital, it wouldn’t be a worthwhile marketing investment for their size and scale. Bike and equipment companies play secondary sponsor roles 10/
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The better model is to have larger corporations sponsor teams, with shoe companies as optional secondary sponsors. The larger companies can use athletes to extract more value that shoe companies can (their ceiling is higher), and can invest more capital to see that. 9/
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So, the VaporFly could serve to provoke runners and teams to look beyond shoe companies for sponsorship. That’s a great thing. Runners and their performances are more valuable marketing tools than what is currently realized by shoe companies. 8/
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The argument one might make is that eventually other shoe companies will catch up. Maybe Nike will be in the back seat next. Regardless, if it takes a year or several for things to change, what pro wants to risk sacrificing any performance opportunities over that window? 7/
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In short, the shoe made contractually tying yourself to a brand competitively untenable. Moreover, it was a bad look for other brands: either race in the shoe and compete, or don’t race in the shoe and have your native shoes get beat and reinforce inferiority. 6/
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We saw Adidas, Asics, Mizuno, etc. college teams at the famous Hakone Ekiden in Japan bucking their big team sponsorships (think of Duke playing b-ball in Adidas sneakers!) to race and compete in the VF. 5/
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