Columbia's latest running shoe is equally at home on city streets and forest trails.
Columbia, which specializes in sportswear, is not one of the leading sneaker manufacturers. However, her plans clearly include the intention to advance in this promising market, taking advantage of new trends.
Columbia is known for being rather bulky shoes, more for hiking trails than everyday wear. However, the new SH/FT model looks much more elegant and can attract the attention of users with a variety of requests. These sneakers are suitable for both everyday wear and for lovers of a very active pastime.
The new sneakers are made in an unusual but attractive color scheme. At the same time, they have recognizable elements that immediately make it clear what is in front of you. shoes from Columbia. To promote them, the manufacturer launched a large-scale advertising campaign, part of which was DJ Zedd and some music producers.
The Columbia SH/FT reflects the latest trends in the sneaker world. Consumers today want versatile solutions that fit a wide variety of activities. According to representatives of the NPD Group, the line between sports shoes and fashion shoes is gradually blurring. Generation Z is characterized by a love of spending free time in nature. Its representatives want to have reliable shoes that are equally well suited for city streets and forest paths. The fashion sneaker market grew by 9% last year, while the touring market (increasingly used for everyday wear rather than its intended purpose) grew by 3% last year, according to NPD Group data.
Columbia had $2.8 billion in sales in 2018, of which $611.3 million, or about 22%, was in footwear.