Summary of Key Points
Once limited to niche professional sports shoes designed for specific activities such as hiking, trail running, and running (e.g., HOKA, Salomon, On Running), these shoes are now increasingly being worn by ordinary people who don't engage in much exercise on a daily basis—whether for commuting, dressing up, or traveling. This shift is driven by changes in lifestyle, such as more relaxed workplace attire, a desire for comfort and fashion, and the rise of sports-related social interactions. Public preferences are also forcing brands to adjust their strategies (for example, focusing more on styling in live shopping sessions and expanding their range of fashionable colors). At the same time, brands face the challenge of balancing "professional performance" with the needs of the general public across various scenarios.
1. What Do People Who Don't Exercise Want When They Wear Professional Sports Shoes?
It's not for exercise, but for comfort, looks, height enhancement, or to create a certain image:
- Comfort First: Some people wear hiking shoes for commuting, enjoying the sensation of fresh air blowing through their toes in the subway; they choose On Running shoes because of their soft cushioning, which reduces fatigue from long periods of sitting at the office.
- Styling for Photos: Salomon's sleek designs are seen as perfect for street photography ("Wearing them in the mountains looks great, but they're perfect for urban shots"); Keen shoes can handle thousands of steps at Disney without compromising their appearance.
- Discreet Height Boost: HOKA's thick midsoles can increase height by about 5 centimeters, and HOKA shoes tagged as "height-increasing" sell better on second-hand platforms.
- Creating an Image Without Being Obvious: Wearing HOKA with its distinctive Vibram logo makes one appear like an "outdoor expert capable of running 50 kilometers"; pairing On Running shoes with formal attire earns compliments for good taste—even if you don't run at all.
2. Public Preferences Are Quietly Changing How Brands Sell Shoes
Brands are no longer focusing solely on their core athletic customer base but are actively catering to the broader market:
- Live Shopping Sessions as Style Classes: Hosts in live shopping sessions first highlight how the shoes can be used for work, travel, or running, before discussing technical features (such as breathability and cushioning). These "versatile" shoes sell better.
- Store Locations Upgraded: Niche brands are moving to prime locations in shopping malls, even taking over spaces previously occupied by luxury brands, as the public is more willing to pay for shoes that are both stylish and comfortable.
- Colors Moving Towards Fashion: When Salomon reissues classic models, they add six new colors in addition to the "lava" option; Lululemon's training shoes use low-saturation colors that match everyday outfits.
3. The Trend of Wearing Sports Shoes Reflects Major Changes in Lifestyle
Why do more and more people wear sports shoes even though they don't exercise? The root cause is a change in lifestyle:
- Looser Workplace Dress Code: According to "Workplace Dress Code Observations 2024," only 40% of companies still have strict dress codes, and people prefer a "simple and comfortable" approach—high heels may be suitable for just the morning, but sports shoes can be worn all day.
- Rise of Sports-related Social Interactions: Shoes have become an "invisible social identifier"—in the basketball community, shoes can convey a certain image, and the same is true for niche sports shoes. Wearing HOKA suggests a desire for the outdoors, while On Running shoes signal good taste.
- Aspiration for a Healthy Lifestyle: Even if you don't exercise, wearing sports shoes gives you a sense of achievement—"Putting them on makes you feel like you're ready to explore the world," fulfilling the psychological desire for a healthy lifestyle.
4. The Dilemma for Brands
Niche brands looking to expand their market need to resolve a key contradiction: they must maintain their professional standards while also appealing to the general public:
- Professionalism Is Fundamental: Features like HOKA's thick cushioning, Salomon's grippy soles, and On Running's CloudTech technology are essential for retaining their core customer base.
- Appealing to the Public with Design and Culture: For example, telling stories about outdoor adventures can inspire the general public; designing versatile styles (e.g., mountain-inspired or functional designs) that match work and formal clothes; offering a variety of colors to meet different styling needs.
- Balancing Both Ends: HOKA offers professional trail running shoes and commuting-friendly versions of their hiking shoes; Salomon produces both outdoor-oriented and stylish retro models, maintaining their professional image while attracting a wider audience.
In Conclusion
When people who don't exercise wear professional sports shoes, it's not a mistake but a reflection of a progressive lifestyle. People no longer sacrifice comfort for the sake of appearance and can use shoes to express their taste and aspirations. For brands, embracing this trend can lead to new growth in the mainstream market.