Am I? I'm more talking about a performance shoe, not aimed at a "new" runner, clearly designed for performance, being marketed as a shoe to get a latte in. Seems like a massive disconnect between product and marketing, no? I have no issues with new runners trying to find an entry point into running. I've done a ton of content on this channel to help new runners find the right shoe and understand rotations. The Evo SL is not that shoe.
This shoe feels more like a streakfly or a pegasus plus rather than a pair of On cloud runners or a more laid back shoe thats good for everyone. It's clearly meant to go fast and not be super comfortable. It's a shoe thats meant to be worn on a 6 mile tempo run or a 8x1k track workout, not really a morning stroll to the cafe shoe so Sagasu is definitely right in saying that this shoe is by definition more of an elite shoe, and clearly the adidas marketing team doesn't want that.
In Indonesia there’s a surge of runners that migrated from cycling after it’s decline in coolness after the pandemic. You can see people running in alphafly’s, novablasts, all decked out in satisfy running. alot of rich people with disposable income trying to communicate that they have money(main reason why cycling took off here, its how they communicate wealth). And funnily enough they dub anything that looks stylish and cool as “Culture”.
There was something similar to that in NYC about 10 years ago… everything dubbed as “running culture” and they all had a look. I do see people, here in Taiwan, rocking Alphaflys and any On shoe casually. But at least the marketing for those shoes, from the brand, isn’t lifestyle focused.
The marketing is eyerolling for this shoe especially with the limited release; however, I got a pair at my local run shop and it really is a great shoe for the price. It's super fun to run in and feels like a do it all shoe for everything but long runs. But I agree, the marketing on a lot of running stuff is eye rolling now. Other examples I can think of are Satisfy, Norda, etc
@@SagasuRunning I say that as someone that owns multiple pairs of Norda 001s. I really like them but I think their branding can be a bit pretentious. With Satisfy, their whole ethos is being counter culture and "punk" but it's hard for me to really think a $150 cotton t shirt with holes in it is "punk"
@@alredalred I can’t disagree. So many oddball partnerships, odd brand/product positions, questionable consumer targeting strategies, it’s really amazing. I chalk some of it up to 1) lots of ex athletes chosen for marketing roles at these shoe companies, regardless of actual marketing expertise, experience or success; 2) marketing education today focuses more on execution of technology, and less on branding, positioning and messaging; 3) and a surprising lack of knowledge and media training even among product managers. For example, Ive seen product managers from a variety of major brands stumble through interviews, unable and completely unprepared to describe updates/improvements to shoes, the shoe’s use case, how it competes in the market, etc. Recently I’ve seen four Saucony product managers stumble through interviews with Running Warehouse; in each case it was crystal clear the RW people were better prepared and more knowledgeable about the brand and its products than the product managers were. It was embarrassing, especially from what’s considered to be a “serious” runner’s brand.
I see in the gym lots of guys and girls who wear racing shoes with the latest super-foams and plates. They don't race, neither run -- only do what may be called "general body workout". Usually, when I ask them why did they pic their particular model, the answer is either "I like this color" or "the salesman said it's the most comfortable". Adidas marketing slogans might seem stupid, but the aim is to sell the shoe not only to those who need it, but also to those who don't.
Most popular casual walking shoes nowadays are running shoes from past years like New Balance 990, Asics Kayano 14. New Balance recently released lifestyle sneaker with a sole similar to 1080 v14.
The moment I saw this video, I was immediately reminded of seeing UFC fighter Conor McGregor training in his cardio sessions in Alphaflys and walking to the Octagon in those same Alphaflys before his ankle broke in the fight against Dustin Poirier several years ago. Truly we are living in the fast culture without knowing the full extent of what fast shoes were meant for.
How stupid for someone to pick inapropriate tools for the job. And then a "professional" 🤣 How stupid can someone be? He should have gone for high heels, because they are "so fancy“ rofl
@@TheBowerbird You need to do research. Most likely You are mistaken running Flyknit shoes with lifestyle ones called Air Zoom Mariah Flyknit Quick 5s google search reveal that Paula Radcliffe run marathon in 2012 olympics in Fyknit Racer
Exactly what I thought when I first saw the promotional materials. But at least their marketing approach made it appealing to those new folks just getting into running. The Evo SL is super popular with the casuals in your local run clubs who go to Starbucks after their runs, the sporty lifestyle aesthetic seems very appealing to the younger folks.
But Adidas, as a brand is not. At least not to the same "younger folks" buying On and Hoka. Adidas Originals has a massive following for "younger folks" but it's a very different aesthetic. It's actually very interesting from a brand case study POV.
Man, I am speechless. This might be one of the best videos on RUclips, not even exaggerating . This is beyond shoe reviewing; with your product design background, this type of topic is amazing! I've always been looking for something like this; the connection between the product and consumer is beyond performance (in my opinion). It is the same in the fashion industry as well; when you look good, you feel good-the mantra might be real in the end :) Hope you'll make more marketing and product design analyzing series; there is definitely a whole new world out there! Thanks again, mate!
I've done quite a few of this type of content, though it's been a while. Dig through the "Design talks" playlist and you are bound to find more. I have some future ones planned for Feb/March so stay tuned. Agree with your points too. Thank you for the kind words. 🤙🏻
I see what you’re saying but those sort of customers in Adidas promo photos absolutely exist. You can see them everyday on the trails and on instagram. It’s appeal as a lifestyle shoe is it’s cache as a legitimate running shoe. It’s a huge compliment. Same association like wearing Jordan’s. If this lifestyle angle subsidizes quality shoes then by all means continue. Without it, this isn’t a 140-150 usd shoe.
a lot of material and design investment for shoe used by a small market (advanced road and track runners) vs a bigger lifestyle market would mean a higher per shoe cost to recoup that money. Similar material and design shoes like streakfly and Cielo road cost more with less stack
Thanks to SR for doing a proper marketing job for adidas. I come to this channel to understand what each shoe is actually suited for in terms of running. Adidas’s own website totally fails at this in my opinion.
I don't have to tell you this Chris but I think that a lot of people don't realize that the original Ultraboost was a pure running shoe, and a good one, that made the jump into being an immensely popular lifestyle shoe organically. I think they are trying to recreate this phenomenon.
Boost had its day. The Novablast had a similar story. I do think the Evo 1 & Evo SL are a very iconic silhouette… but as the lifestyle shoe it’s tricky. Lightstrike Pro is also not a great foam for casual wear. It’s just too responsive. Very unlike Boost way back when.
@SagasuRunning All good points, and I certainly agree that these new softer, lighter, more compressible foams don't work as well for lifestyle/just walking around use cases. But I do think the desire to recreate the huge popularity of the original Ultraboost, and its corresponding bottom line $$ impact, has perhaps given the bean counters more influence in the marketing of this shoe than might be warranted based on the shoe's actual performance characteristics. It happens all the time that there is some unexpected, bottom-up, organic success with a product that the brand then tries to force with new products, with mixed results. I guess the jury is still out on this one, but I actually think it might be successful.
@@MLHuntI think that the foam itself might work. For example I’m expecting Nike Vomero 18 to be a decent casual shoe ( combination of React and ZoomX). The problem is geometry and a rocker. Vomero 18 doesn’t have a rocker and has a retro design.
It's 2025 and Marketing bullshit dominate the market... most of the companies an unable to explain their product and we are forced to waste money and rely on RUclipsrs... 🤦♂
Great video! A girl made news in Spain because she uses alphaflys for recovery and easy days of running (6 minutes per km or 9’40”/mile) because “they are so comfy”. She could use whatever shoe she like but if your purpose is to show how much money do you have and think there are many options more functional and useful for that kind of running. It is all part of a marketing trend to push the price of running shoes higher and higher.
See, in that case, I legitimately would give her the benefit of the doubt and believe her that she likes the Alphaflys because they are "comfy". They certianly have that soft step in feel and look all sorts of cool/tech (like a running shoe "should" look in 2025). Also when she is looking at the Nike product page (like any consumer) the first thought is "most expensive = most best"...so if they want to 'treat" themselves and get the "best" they buy the most expensive. Without knowing her I can't say if she is trying to flex her income. The majority of people I see running in expensive shoes are look to be doing it because, in their mind, they bought the "best". But yes...there are those who flex and "the most expensive" or the "most rare" color way... but I would argue they are a minority.
I honestly never knew that adidas was trying to market these as a lifestyle shoe. I did manage to buy a pair of these at a steep discount because another person was thinning out their shoe collection, and they are a fantastic running shoe. My partner actually doesn't mind me wearing them outside of running. she hates how all my other running shoes look.
I suppose that is a win. You don’t find them too aggressive for causally wear? The rocker alone rules them out for me. Though running in them is spectacular.
@SagasuRunning I haven't done long outings other than grocery store and department store trips after a run. I think it's kind of fun to walk in since they are very bouncy. Another plus is they do make me noticeably taller.
@@RustyNinja100 This is why until my dad tripped in a pair hard and messed up a knee so every now and then pain but no broken bones liked to wear his old Hoka model for casual/his current since 2016 owning a Greenhouse work use all except for his original model Stenson he ran in for too long and wore them out in the upper. My dad liked wearing Hoka for casual use as he used to be 6 foot 2 inch and is now 6 foot 1 inch to 6 foot 1/2 inch depending on who does the measuring at the doctors office.
Your partner hates the look of sports specific shoes which are not hers? Wtf? Just tell her to close her eyes and now tell you how important looks are. See? Pun intended. I would never in a million years tolerate the existence of a superficial individuum like this. To begin with: noone will ever tell you how they don't like the look of your running/cycling/tennis/golf/football/whatever sports specific shoes. First red flag. Sorry, that i put the opinion now on your partner, reading this just smelled like entitlement and puting YOU down because of your running shoes. Your RUNNING SHOES! 🙄🙈 Don't be a punching bag and make sure she respects you or else gtfo *scnr*
I see what’s happening here. The big brands are seeing the growth of run groups and the small start-up brands that have naturally evolved from that scene. People are describing running as becoming a ‘lifestyle’ like skateboarding or surfing in the past. Big brands are either collaborating with small niche brands (Saucony & Minted New York or ASICS and Bandit) or attempting to replicate this movement with their own brand, hence this clunky marketing campaign. 🤦♂️
The parallel to skateboarding is spot on. As a longtime skateboarder...I never made the connection. There was a time I lived in Airwalks and Vans for anything and everything. Totally see it now. I think you are right. 💯
omg i didnt know you had agency background. that explains why youre so into narrative and you make sure that you mention what these brands spell out on their campaigns. would love to see more content on diff campaigns from brands for their running shoes and your take vs their actual performances
Yup, started my design career, way back when, in NYC agencies... I do call this stuff out occasionally, but focus much more on the product design side here on the channel. Though i can't help myself when I see messes like this Evo SL campaign.
@barnieedison34 Haha. I haven’t had a portfolio online in years, haven’t needed one. Though older version definitely had campaign work in them years ago.
I agree there might be a disconnect. But at the end of the day, adidas is trying to increase market share, with this wider appeal. The other day, i saw a salomon trail shoe on several people's feet at a music event, and i thought it was strange. I assume it was comfortable. Coming from a shoe nerd or a runner, i dont cant imagine myself doing it. But not everyone is a runner or enthusiast. Whatever works for them. But i assume this is a big market for adidas to tap into.
That there is. The thing is though the Evo SL is so performance oriented that as a casual shoe it is awful. Something like a SL2 makes more sense casually.
This is a great video I really enjoyed it. The shoe is fun I like it but put that to one side. When I was talking to my retail partner about this shoe well before launch we were both rolling our eyes when discussing that this shoe was being given to lifestyle retailers here in the UK before the running shoe retailers. The brands seem to continue the marketing shift towards the post pandemic youth generation who are this lifestyle and fitness demographic. 2025 will be an interesting year for sure. Keep up content like this please it’s great. If you would be open to a chat on my livestream I’d love to have you on.
Agree. That’s my fear with this shoe. People getting into it that won’t do well with it, as it’s too aggressive, or people avoiding it, due to the lifestyle aspect, that really would respond to it. It’s just so unfortunate. I’d be happy to chat on your stream. Drop me an email and let’s see if we can figure something out. Email off of my RUclips home…
Ive never seen a running shoe more overhyped than this except for mabye the goated superblast, but the buzz is crazy over these evos Gonna root for the peg plus and mach 6 for now
@@chemicalfrankie1030 but it is overhyped with all the buzz about it, everyone are saying there are NO alternatives to this shoe, which may be true, we gotta wait and see Ill use the peg plus mach 6 and boston 12 for now
@@chemicalfrankie1030if the shoe is just slightly as crappy as the SL2 it is a hard pass for me. The SL2 were the cheapest crap in every regard i have ever put my feet inside. And don't get me even started with the redicolously low toe box - i mean, did anyone tried on the shoe before mass production?
Same here. I feel bad using them even on the couple kms of slower warm up and cool down prior to the tempo workout. What a waste to use them as a lifestyle shoe!
You weren't kidding about the Evo SL leaving a mark... on marketing.😄 Good vid on how not to do marketing. "An evolution of speed in all aspects of life" What does that even mean? The Japanese description is more to the point. Was marketing trying to appeal to a broader market by selling it as a lifestyle shoe? It's interesting to see you portray the Evo SL as a sort of bridge shoe between the old guard and the new Adizero line-up. Makes me even more curious about your review.
These are for sure a fast shoe, and makes it easier to keep up that pace. I wore it around for a day and decided that I wouldn’t pick these to just casual walk around because of the rocker. I did get compliments on how good they look. Adidas has Pharrell Williams as a creator/influencer for the brand, and he’s also the creative director at Louis Vuitton. He had the pro evo at Paris fashion week and I think there’s some collabs down the line with Kith.
A few people have DM'd me on instagram some Adidas shoes I've never seen before. Mainly one called the "Iniki", from about 7-8 years ago, which is a Samba/Gazelle upper on a full Boost midsole. Kinda cool.
@@SagasuRunning ive seen this in store and i did not get it because it had a wedge silhouette (sharp and thin front) and looked weird (i hope the RNR would look better in hand (which the proporions of front and back seems right))
That difference in regional marketing is very interesting! Thanks for noting that. Japan running culture has always been performance first and social significance second, and I think that's great. Too many yuppie driven run clubs and influencers in Western and ASEAN reducing running into social media content.
I mean, the beauty of running is it can be whatever you want it to be to you. It is so simple and direct it can be that palette. I do prefer the Japanese performance driven outlook on running though...
Having done 2 runs in them, really see these as daily trainer and maybe cool shoe for going out shopping. I did walk 4km in them as well and they are one of the best walking shoes due to the early rocker. Got the black ones luckily and I think they look great.
The marketing pictures of this shoe being worn for lifestyle did not bother me at first. But when I finally got the shoe, I said that this shoe is for performance and not for lifestyle. I only recommended the Evo SL for the fans of the LSP midsole like myself. I think it might be unstable for someone who is not used to the classic LSP. It's, for me, the perfect training companion for the Adios Pro 3.
All the marketing B.S drives me mad. The shoe should speak feor itself. I think Adidas are edging there bets and trying to market it not only to runners but also to masses. To be fair its a good looking shoe. If the youth like it they will wear it. I remember kids in the 80s buying Nike zoom spikes (the o.g., coe and ovett). Taking them and putting a sole on them so they could wear them casually. Mad, but try. Look forward to your review on the Evo. Many thanks
The performance of the Evo SL DOES speak for itself. It is an impressive shoe. I've seen resoled 80s spikes on ebay before...I always wondered why. Now I know. 🤦🏼♂️
You can just see the board (well not the engineers or chemist who had to hold back their eye rolls) salivating when that presentation was first presented by Sales and Marketing .. LinkedIn would be proud.
I can only imagine how frustrating it must be for the product team to come up with a shoe like this, have it make it through the pitch process/manufactoring, only to turn around and see the other half market it as a lifestyle shoe. Any debate goes out the window when you run in it, it's made to go fast. I will die a little bit everytime I see one of these at Target or something
Yeah, it is quite strange marketing from Adidas. Here in Hong Kong, running sneakers are very common and tons of people buy them just to walk around as Hong Kong tends to be a city where people walk/stand a lot. So comfortable is a big deal. Which is why brands like Hoka, asics, NB, ON are big sellers amongst the non runners. People here love the cushion feeling of Bondi, Clifton, Gel nimbus, etc. However, I understand those shoes being good for walking/standing as they are daily trainers but also comfortable and non aggressive. With the Evo SL, it doesn’t really have that characteristic. It is a good shoe in terms of training performance but definitely not the most comfortable to walk in compare to others.
Yeah, this marketing is kind of a shame. It will surely put many people off from trying this amazing shoe. I've said it countless times(and have another video lined up about it), it's probably my favorite non-plated shoe ever. The massive rocker, soft foam, minimal upper... This would make a terrible casual shoe.
Agree. It’s also confusing the product lineup and what the shoe is actually for. I can only imagine the frustration of the product team. My proper review is out tomorrow then about a week do comparisons videos. So much more to say. I look forward to your next video on this one. I find myself agreeing with you on this shoe.
Maybe they are trying to position it against On running shoes, which are very popular here in Austria for casual use due their softness. I don't know if any of the Adidas Originals has such a soft midsole as the Evo SL.
I've also seen 1-2 by now (central Austria here) but i don't know which model. But those few examples I wouldn't call them very popular. Maybe in the mojor cities there is a higher density of those shoes?
I like puma's pro line as they are modern design shoes with classic hard wearing foam and durable rubber outsoles. You would be amazed how many people complain about shoe durability who wear performance shoes to work eveeyday.
I'm hoping a positive outcome of the possible popularity of the Evo SL in casual wear will be that the additional sales will ensure the continuity (and future versions) of this line. Do what you need to do Adidas so that us runners definitely see future versions and plenty of stock of this shoe everywhere. It's a promising shoe line that has plugged a big gap in their running lineup (flexible non-plate/rod version of the Pro 3), so I expect Adidas to continue to focus on the running-focussed sales primarily. It will be shocking if they discontinued it or changed its setup to cater to lifestyle-only sales, I pray that doesn't happen.
Thats the problem... if the lifestyle sales of this shoe take off...future versions will be watered down from performance to casual. That will be a huge loss. Adidas has the Supernovas, Ultraboosts and the SL2 to fill that gap. They don't need the Evo SL, though it is better looking than all of them.
Hi, great video as always! I usually don’t care about lifestyle shoes, but the Adidas Cityrunner(?) that you show in the video caught my eye. However, I am unable to find any info online. Could you share a link? Thanks in advance!
Great observation - in the end obviously it's all about profitability of the shoes. If they can sell more shoes because some (or maybe a lot of) people buy it as a life style shoe and therefore they can maintain this version that's OK isn't it? Maybe if it would only be sold as a running shoe it wouldn't be profitable? Just a thought......
The thing is...for s shoe this new and not a "classic" the version won't stay fixed...it will evolve. What i'm worried about is it evolving from an excellent performance trainer to a casual shoe only...
Marketing the Ultraboost, Pureboost or even the FWD series as secondary lifestyle shoes is totally understandable, as these are stable, comfy enough and really can double as walking shoes despite their hefty price tag and high heel to toe drop. But an Adizero shoe? It's like marketing a car with huge spoiler, rear diffuser, side sills and 18" alloy wheels to soccer moms and college students.
Don't really care about the marketing side, Adidas killed it with the EVO SL and I will soon test if the AP4 is a good continuation of the AP3, which is my favorite running shoes. I have only been running for a couple of years, and in this period of time I've seen so much growth in hype for running in general, and I think it's good. I also don't mind companies focusing on aesthetics and marketing a running culture, I only hope that they keep delivering performance value, and Adidas are doing that with the SL.
I like the New Balance ad, I think for the 1080, where it shows a runner guy who's clearly overweight and huffing. I think many of us can relate to that. For the female section they show Sydney Mclaughlin 😅
I don't know, man. I hear what you're saying, and it sounds like you would agree that the brief and the imagery completely align. it kinda just sounds like you either don't like the brief or you don't want non-serious runners to enjoy the Evo SL. (ok, I don't actually think that you are trying to gatekeep, but an argument could easily be made that that's what you are implying). And wanting to keep good running product out of the lifestyle limelight is understandable. I wish Adidas would give ultraboost back to runners and that Nike would give the Vapormax back, too. but the Evo SL looks amazing and I can easily see it being worn casually. I would wear it casually if I weren't worried about putting non-running miles on my review pair. I think it should be lauded because of the fact that it looks great in a running silhouette and happens to be an excellent shoe. I'm getting Novablast dejavu. that model also debuted as running/lifestyle shoe but the lifestyle part was quickly dropped
If that was the brief, the team nailed it. The thing is there is a very obvious disconnect between product and marketing here though. As a designer, I really hate when something gets tacked on at the end from marketing that had nothing to do with the original vision of the product brief. Especially when the product team delivered (exceptionally well) on the product brief. With the Evo SL it is more that the shoe is SO performance oriented. In my mind it's a lot more shoe that a newer runner needs/wants or benefits from starting their running journey in. It's like giving a new driver the keys to a race car. That performance of the Evo SL also impacts it's lifestyle aspects. Again, like taking the race car down to get milk at the grocery store. So you have a newer runner buying a Evo SL and finding it a bit "too much" for them running and maybe a bit "too much" for lifestyle. Then you have a more seasoned runner, who maybe would benefit from the performance of the Evo SL but disregards it as a "lifestyle shoe". So neither cohort is really working out there. It's not that I want "good running product out of lifestyle", that's not the case at all. I live in running shoes casually as well (though not actual pairs I'm actively running in). I do think some brands do it well. New Balance does that very well actually, of note are their collabs to District Vision. Ultraboost is the IDEAL crossover lifestyle/running line. Vapormax, debatable though. EDIT: Was thinking about the Adidas Supernova series while out on my run this morning. The shoe makes so much more sense to be on a “Run lifestyle” campaign. Excellent engineering, premium materials and a shoe that is much better suited to casual/lifestyle running and cafe hopping. It is also a series so you have a range of cushion, structure and performance. It’s also an excellent lifestyle shoe. Ticks all the boxes for a premium lifestyle crossover runner and campaign. I just may need to do a follow up video going more into this.
I think the Adidas marketing team is pushing for a "lifestyle" approach of these performance shoes, knowing full-well that the materials are priced at a premium with low durability (for everyday wear), thus creating more churn of product and more $$$ realized for them at the buyer's expense.
I don't know, I find performance running shoes to be way more durable than normal street trainers, some of puma's casual trainers I wouldn't expect to last 3 weeks before you're walking on foam through a disintegrated outsole. And with this new outsole material from Adidas being urethane like skateboard wheels, it'll be way better than every casual trainer for durability. If anything expanding their market into non runners is a good thing as it reduces the price to customers as they can produce more and reduce production costs per unit. It's like runners/cyclists buying glucose monitors, a useless piece of tech for their needs, but by all means go and buy them up, it'll reduce the cost of the units for diabetics.
CPU outsoles are amazing for durability... but they are noisy and squeeky for casual wear. Plus the one place they don't do well is high school gym floors, where they can slide and mark. High school gym floors are STILL an area that casual sneakers are designed to work on primarily.
Put lightstrike pro in those city runners and i would run in those ......seriously! It would take me back to my childhood running around like a lunatic. Seems to be a Taiwan release only as of now. I have a feeling boost is on its way out and they need the next "Ultra boost" thus the intro of the light strike pro (old blend)
Ha. I think all of use had some Adidas shoe with that upper as a kid that we utterly destroyed from being a kid. I know I did, though I have more Nikes. You know, I didn't think of it, but based on these comments for this video and multiple people pointing out that Classic LSP is likely replacing Boost...I have to agree.
Lets rebrand this shoe, for western markets, as Adizero Super Lame Evil Mkt 😂 I’m hyped about this shoe for what it is. I love Takumi Sen 8 midsole, I hope it is just a slab of it with a nice rocker geometry and that’s enough. Maybe power play within the global mkt teams at Adidas? Or maybe a nonsensical pitch to drive buzz by bad speaking of it? I have no clue… but sounds odd Nice analysis as always ❤🇧🇷🏃🏽♂️➡️
@@SagasuRunning PS- I love the notion of speed culture if it covered the entire Adizero line and was as you said, consistent. Frankly I think the lifestyle aspect damages the brand cred.
Fast culture = racing. Double down on running club culture racing, in NYC there are races/race series Orchard Street Runners or Midnight Runners that are both performance and social… the real deals. That would make much more sense for what Adidas is trying to do… especially for a shoe like the ESL.
I’ve watched that some popular lifestyle bloggers already included Adizero Evo Sl into top list of most comfortable casual sneakers to walk around. Aggressive rocker in the forefoot is definitely uncomfortable for walking. One blogger called Adios 9 as a legit casual shoe in terms of comfort. I will try Adios 9 in a shop and will evaluate if it can feel as a casual shoe for me. I generally dislike those shoes which are marketed as lifestyle sneakers because of design and lack of comfort. I easily see for example that Adidas Samba is a soccer shoe specifically designed for soccer and kicking a ball and why it was called Samba ( Brazilians play soccer on the streets).
Interestingly. The Samba started life as a proper cleated boot. In the late 1940s/early1950s it allowed the German national team to "dance" on the pitch... thus the name was born. The thing about a Samba though is that it works as a casual shoe. The "technology" in the shoe can do both, without getting in the ay of either. Not the case with the Evo SL. I'm glad I follow the lifestyle sneaker channels...
@ What do you think about new Adidas lifestyle shoes - Adizero Aruku and Adidas Zponge? Both have crazy rocker which doesn’t look comfortable from aside in terms of walking. If these two shoes are lifestyle from Adidas perspective then I’m not surprised that they market Adizero line in lifestyle category.
@proudbacteria1373 The Aruku is at least purpose built for walking. All the engineering is there to help a natural heel-to-toe walking gate. So at least they make sense, as does the product name. I had to google the Zsponge… I can’t, I just can’t…🤦🏼♂️
I thought I went in depth on my channel because I have a caliper and durometer😂. Very interesting point of view. Seems everything now is from the perspective of the egocentric 20-somethings that live for “the gram”. Great perspective on this video!
Durometers and calipers are two things I want to avoid...haha. Though a good pair of calipers is useful.... 🤔 "Do it for the 'gram." is still a thing... but even that is evolving. It's an interesting subject how social media is changing for users just hitting 20. That might be a topic I cover elsewhere someday...
Adidas is great in the marketing. You will see lots of non-runners wearing these shoes on the streets while many runners just can only dream of it as they purchased other shoes already and their wives don't allow them to buy more haha
Ha. People can wear whatever hey wish for lifestyle, cool. I just hope that doesn’t distract from the performance aspects of this shoe as it evolves, if it even evolves. The Evo silhouette is definitely iconic. Not quite Adidas Originals iconic, yet, but on its way.
I agree that it makes no sense to say it's a lifestyle shoe. Even though I think the black one with white stripes is the most beautiful running shoes ever, i look at it and see that it's clearly not a shoe to wear all day long... Yet, i could see myself wearing a black and white Adios 9, so youre gonna have to work hard to convice me to also buy it after i buy the A9 😅
The white/black one in this video is one of the best looking shoes ever, but I like white shoes. A Evo SL + A9 combo is amazing… like so good. The two shoes complement one another so well.
Didn't say it was, I think it's exclusive to Asia. However, Adidas has done other shoe like this, which generally are quite cool and hitting all the lifestyle overtones.
@@dumbcurse it seems to be a Taiwan exclusive as all official pic lead to the Taiwan site (excluding re seller sites) . If it does well , i hope it launches in more countries.
I think the CITY RNR is an Asia exclusive though. I tried a pair on recently, but didn't buy them as I was travling at the time and didn't have room in my bag. I didn't know they were kind of rare and sought after so I figured I could pick up a pair at home. I was wrong.
Yeah, I wonder where the evo sl stands in the adizero lineup, especially in relation to the sl2, the ts10 and the latest adios 9 Waiting for your analysis 😂
@@ahmedelashry6830I own and run with Takumi Sen 8, SL2 and Evo SL. From my experience: SL2: daily trainer. Great a slow paces, can pick up the pace but not ideal for it. Can be used in long runs but not ideal for it. Is my “zone 2” shoe and you can push it a bit. Evo SL: this shoe is a joy to run with: great for tempo/fartleks… anything with varying speed feels good too. It is comfy and fast. Acceptable at slower speeds (tad unstable though) but I prefer not to waste this shoe life span outside its sweet spot. I enjoy running with them and how they push you forward when you get the right pace, and feet feel great after. Takumi: this is a racer. I only use them for my short intervals and, to be honest, my feet don’t get along with them. They’re too stiff and hard for me. Given the is feeling and my running paces I wish I had go for Adios instead of the Takumis.
A clue might lie in the fact the Evo 1 Pharrell exists... the Evo 1 may have hit the hypebeast circuit in the west by having a great minimalistic retro-future design while being expensive and limited. I imagine this sparked a desire to create a stripped down, much cheaper version that would be easy to produce to see if there's another ultraboost crossover hit potential. It is a bit weird afterall that this shoe was announced quite close to the release of the SL2. I don't think this was in their long term planning forecast.
Agree with this. Though I do think the Evo SL has been in the works for sometime. The SL2 and ESL do coexist well (daily trainer and tempo trainer) but it will confuse many.
@@SagasuRunning For sure, although I'm not clear is the marketing really is making that distinction well. As well, Adidas already has a very popular tempo shoe in the Boston line.
@@SagasuRunningbut isn't the Boston 12 a firm longrun shoe? Whereas the Evo SL is something between a uptempo daily trainer (like Mach 6) and a tempo and workout shoe, but nothing for more than 1hour or 10km?
@@SagasuRunning The Boston 13 is reported to launch in April, just one month after the 'official' launch of the EVO SL. I appreciate the fact that the SL exists and will likely pick one up, but it still seems like an odd inclusion. It definitely feels like a product that is coloring outside the lines a bit.
I can see the strategy Adidas is trying to use for Western markets and will say that it does work for certain products. I’m just not sure the Evo SL is the right candidate for this type of marketing campaign, although it will ultimately be up to the consumer to decide its success. The disconnect between the design and marketing teams might be a concern since it could foreshadow the vision higher ups had for the shoe, but the fact Japan’s marketing team is focused on performance and not lifestyle branding tells me this is a specific strategy for Western markets and not an indicator of the product line’s direction.
Haha... I'm not afraid to admit I bought the black version as a lifestyle shoe. Sue me... Had nothing to do with the marketing and the photos. I just saw them and liked the design. And they're comfortable, although I don't walk a lot outside of running. I can feel it would be a great running shoe but already have enough of those.
What is the wear like on them for you casually? Are you ripping up the mid foot exposed foam? I mean it is LSP and is tough as nails, but it won't look pretty. So you really plan to not run in them at all?
@SagasuRunning For the moment all looks ok. I tend to wear out outsoles slower than others. But I'm an office guy so don't walk a lot. We'll see, maybe I'll convert them to running shoes if I see this isn't working.
An even better example would be their upcoming Adistar HRMNY (sole from the Adistar BYD with something I would call a lifestyle upper). Don’t know who this shoe is meant for since the sole has a full length carbon plate so it’s not really good for walking and the upper doesn’t look like it will be good for running.
The BYD doesn't have a full carbon plate. It's like a O-ring around the entire midsole edges, there is nothing in the middle, actually under the foot. It is more of a stability thing than anything...but I didn't know the BYD had lifestyle options. That shoe came and went in about a week here in Taiwan. Never to be seen again.
@ Didn’t know that and the description from Adidas calls it “Distance Drive carbon-infused plate”, just from the look and the feeling of the sole I thought it is a plate.
@frankg7412 There are some cutaways and exploded views of the shoe online… take a look at them, you’ll see the engineering. it is actually interesting.
Maybe ill use this as.lifestyle shoe ones the foam sinks😂 but right now no just no this a fast daily training shoes ill not waste it s foam for just walking😂
This marketing is bizarre as is the rollout. This shoe is not available in the US market until April I think. The adios 9 was just released in the US but not yet through adidas direct to consumer.
Ya, it feels like noone at Adidas has any control or idea of launch dates anymore... they just sort of happen in markets whenever now. Regardless of published release dates.
Patrick just forwarded this video to the marketing VP with the subject line "See, i F@@@cking told you!". The number one rule is, if you want a shoe to catch fire in lifestyle, you need to ground it in performance. The reality is, they can do all these silly lifestyle shoots- runners will buy it no matter the marketing. Dumb marketing, good shoe
Hahaha. I hope so. The funny thing is I've already created a email chain with both heads on it (different topic)... but maybe he just used that and removed me as a CC?
I think Nike has a bigger problem with their marketing strategy. I don't know how many times I've had to explain that the Nike Alphafly 3 Premium, Zoom Fly 6 Premium, Pegasus 41 Premium. are exactly the same shoes as the regular version. But it's clear that it confuses people when they announce and say that their new strategy with Pegasus, Structure, Vomero, will come in a regular version, Plus version and Premium version. In my world, it makes absolutely no sense 🤦
Asics does the whole upper change even more hardcore. Same as Nike's premium uppers (which are just different color ways and often some type of metallic finish). I agree though the Nike needs to sunset the old 'Premium" models across the line in their new world of icon/plus/premium. Just try to explain the Nike Pegasus Premium Premium.... 🤦🏼♂️
@@SagasuRunningI am by no means an expert in this area like you. But the most important thing must be to make people as little confused as possible. And there are several brands that have failed to do that. Over the years 🤦
Japanese market is more performance-oriented so it describes the shoe from that point of view. In the West people who run already know this shoe up to point where they made up their mind without even trying it. To me there is little to no point to focus any more attention and resources in marketing on that niche when you can try to widen the appeal for other marketable groups in an attempt to recreate the success of Boost. It feels like Adidas might want to move some Lightstrike iterations as the "new Boost" to recover R&D money they have spent on running division. I feel that they are going for sneaker heads and people who want something more from their shoe compared to typical Adidas Originals lines. Maybe they see that people have less money and they want to get one shoe for everything - run some errands and then have a run just for fun/fitness. Evo SL is an affordable performance-oriented shoe with top of the line racing foam. If you live in the city and you need one pair for everything, Evo SL sounds reasonable for the purpose it is marketed for - assuming it is comfortable enough for casual wear for the masses. Also I feel that running people don't like to hear that their "speed trainer" can be viewed as a casual shoe so that might be why they try to dismiss this notion in interviews for running community. You can train in recent Ultraboost or Pegasus shoes but once they are viewed as "lifestyle/casual" they are immediately dismissed as a valid running shoe. Similarly to Bondi/Clifton once nurses started wearing them. If a community has elitist behavior, you don't want widen the appeal of what you plan on selling them.
the best part of the evo SL, the fact that you can hate on Adidas for their stupid release strategy, marketing or whatever and vow to never buy adidas again......and yet the shoe actually is awesome, running to the coffee shop was never this much fun, ha living the hype actually great performance out of these with over 80 miles now so glad i got lucky chance to buy these. did you see in the U.S. the new adidas equipment takumi sen. getting out of control already.....😅😂
Adidas equipment, Y-3 collabs... ya...it's all out of control. I was ready to write the Evo SL off due to all of the silly hype and marketing... until I ran in them. I'm glad I gave them a chance as they may be Adidas's best shoe of 2025...
Ya, but given the number of 911s sold...how many GT3 RS are there. Just because you can doesn't mean you should. Ironically, there is a GT3 RS in my neighborhood with the loudest after market exhaust...no one likes that guy.
It doesn't make sense to me to have this type of campaign. I mean, this shoe is meant to be for runners, especially for speed training and racing. I don't see the point of using them for commuting to the supermarket; you can, however, I think target users are far from wearing them as casual/lifestyle shoes. One possible explanation is that Adidas running shoes are trying to transition to something like On's and Hoka's. At least here in Mexico, On's are on everybody's feet as a lifestyle trend. I've even seen the On's for performance being used as daily commuting shoes, but it is not something that the brand encourages; it simply happened kind of organically.
But your average Hoka or On have almost no real performance, so wearing them casually isn't detrimental (because the shoes you see most wearing casually are not the top tier shoes from the brands).
It seems to me that Adidas is aiming to appeal to fans of fashion-forward brands like Satisfy, On, and District Vision, but they're missing the mark. The appeal of those brands lies in combining performance with fashionable elements-unique fabrics, colors, and designs-specifically for running, which is great if you enjoy that. The EVO SL, however, feels like it’s trying to split its focus, functioning as both a dedicated running shoe and a separate fashion shoe. This dual messaging doesn’t align with Adidas likely target audience: runners who want stylish, high-performing gear for their runs, who use other footwear for casual use.
I've been a longtime fan of DV, 8+ years, as Tom and Max were around the running circles I was in NYC when they started out. The brand's evolution since they moved to LA in 2020 has been massive though. Satisfy is the current "underground" darling in the industry right now and On has more money to spend than anyone (even Hoka). Interesting points. 👍🏻
@@SagasuRunning I really enjoy these brands too and would definitely consider myself the target audience. But the EVO SL misses the mark for me personally because of this dual messaging
We all kind of know that the EVO SL is more an up tempo shoes rather than a daily trainer or lifestyle shoes. But I've seen people wearing carbon plated race shoes as lifestyle shoes. Go figure. Regardless of design intent, people will use them the way they want to use them. And marketing them as lifesyle shoes, and being able to sell more pairs can only help their bottom line.
The difference with people rocking Alphaflys casually is that the Alphaflys aren't marketed as a lifestyle shoe, thats ALL on the wearer and their feet. I'm also not sure "most" see what the Evo SL is really about. I see endless questions online about them and nothing but confussion. The sad thing is that it likely is keeping people out of a shoe that would work very well for them.
Such controversial shoe, only few has managed to get it but everyone is talking about it - kudos to adidas marketing team 😅 In regards to what brands put on their websites - its all marketing fluff not to be wasted time on reading and that's not only adidas domain but all brands nowadays. Even its impossible to find product tech details unless found on other sources - and yes this is huge fail on marketing teams that BS fluff takes completely over important info .... As per increase in popularity of "cafe racer" - myself only hope trend will stay with us for years to come, the biggest issue I have with wearing running shoes casually is - they are ugly (well mostly), and many people care about aesthetics in casual but also running life ... Also aren't whole "sneaker" industry was build on purpose of performance slipping into casual life 🤔
@@tkwasik “cafe racer” is a great name/category…. Very apt to the original meaning of it from 1950s UK motorcycle culture… I can see the same “cafe to cafe” racing being don in running. Hmmm.
Less different campaigns, more a focus on different aspects, as the "fast culture" and "performance" aspects exist in both. Japan Adizero is VERY performance focused in it's marketing...to en extreme so was happy to see the Evo SL get it's due.
I don’t see the issue. The west does tend to make performance shoes work as lifestyle shoes. Whether it’s a basketball shoe or a running shoe. If it doesn’t have carbon fiber in it, there’s no reason why it wouldn’t be comfortable or adopted as a lifestyle shoe. Even the adidas Sambas which are designed for playing indoor soccer/football are now a lifestyle shoe. Brands like hoka and On are also killing it as performance shoes that cross over into lifestyle shoes. I think you’re being hard on adidas.
The Hoka and On shoes "killing it" are not performance tempo shoes. They are fairly generic runners. The Evo SL is a performance tempo shoe. Sort of like driving a race car down to the grocery store. You can, but why.
Fashion = marketing bs to make people by things they don't need. And prices are often a rip off. King of this behaviour and masters of making money: Apple
The Evo SL is way too unstable/marshmallow-like for walking/lifestyle wear. Adidas' copy and marketing is way more applicable to the Supernovas, which are great for running and walking around town
I liked too much how the Evo SL looks so I stopped using it for running and for lifestyle. Edit: it felt good but 1h20m into my long run it gave me a blister. That usually never happens.
So let me get this straight - you are upset about a shoe company marketing a mediocre running shoe to casuals and lifestyle people? Guess what? Running is bigger than the hardcore (I myself am one - sort of).
It's pretty universally agreed that this is not a mediocre running shoe but likely one of the top running shoes in 2025. Adidas has a lengthy history of marketing their running shoes as lifestyle (Ultraboost anyone? ) so this isn't out of context for them. You also see the CEO wearing these as a lifestyle shoe so that plays into it. The EVO Pro and this are the cleanest running shoes on the market and even if the product team was focused on performance, the color profile, especially with the full-colored midsole appeal to sneakerheads for fashion. Pharrell wore an Evo Pro 1 for fashion week in Paris. That's the most performance running shoe in the world but that silhouette has now been introduced to the fashion world.
@@Cfm1982 Universally agreed among whom? Hobby joggers on the horrid running shoe geeks Reddit? Give me a break. It's a very good foam with a very mid execution. Upper is lackluster, it's not particularly fast or versatile, and it's already been rendered irrelevant by Mizuno's much better competition.
I don’t really understand the problem. Marketing? Who cares? I got some and they’re excellent, big slab of superfoam, no plate, nice rocker. And cheap. Other than a daft white colour (mine are not white any more!) and a naff tongue, what’s the problem if people wear it casually? Im hoping widespread availability encourages some other shoe prices down. Marketing? These bad boys sell themselves just on price/spec/word of mouth
And brands have been making up daft names (incredirun?) and ridiculous marketing meaningless babble since forever. Who reads it, let alone believes it? Who cares? If you do, I don’t care if you do!
I started my career in (agency work) doing this stuff. While I've moved I do discuss it when it intersects with what I do here on the channel. I do agree...the Evo SL sells itself my it's performance...
Sorry don’t take it personally, I really enjoy your shoe reviews and product analysis. But marketing is so full of bs it’s irrelevant. And hilariously I got ad interrupted by some NYC lifestyle bland brand thing while watching video. Can’t recall what it actually was though!
I see what you did there... trashing the marketing first to make the shoe then the holy grail... yeah, yeah I see that you cant fool me, ha! Adidas is too bloated that I could ever identify myself with that brand, its bloated, throw everything together and pick some of our nonsense and "ideas", some will fit to you, probably. But yeah western culture problem... Iam sick of it for good reasons, shows perfectly why. We are aaaall special snowflakes in our fast culture lifestyle. When I scroll through the official adidas page here in Germany I just shake my head and roll my eyes a complete clown circus.
Once I saw this video had nothing to do with the actual performance of the shoe I stopped watching. It’s amazing how many people give a crap about how Adidas markets and distributes their products.
![Noob To Max With DRAGON REWORK In Blox Fruits [FULL MOVIE]](http://i.ytimg.com/vi/LnBMOinoOvA/mqdefault.jpg)
Why are we being so elitists towards this new wave of runners or running trends in particular?
Am I? I'm more talking about a performance shoe, not aimed at a "new" runner, clearly designed for performance, being marketed as a shoe to get a latte in. Seems like a massive disconnect between product and marketing, no?
I have no issues with new runners trying to find an entry point into running. I've done a ton of content on this channel to help new runners find the right shoe and understand rotations.
The Evo SL is not that shoe.
This shoe feels more like a streakfly or a pegasus plus rather than a pair of On cloud runners or a more laid back shoe thats good for everyone. It's clearly meant to go fast and not be super comfortable. It's a shoe thats meant to be worn on a 6 mile tempo run or a 8x1k track workout, not really a morning stroll to the cafe shoe so Sagasu is definitely right in saying that this shoe is by definition more of an elite shoe, and clearly the adidas marketing team doesn't want that.
💯
@ How long have you been running?
Who are you asking? Empty @.
In Indonesia there’s a surge of runners that migrated from cycling after it’s decline in coolness after the pandemic. You can see people running in alphafly’s, novablasts, all decked out in satisfy running. alot of rich people with disposable income trying to communicate that they have money(main reason why cycling took off here, its how they communicate wealth). And funnily enough they dub anything that looks stylish and cool as “Culture”.
There was something similar to that in NYC about 10 years ago… everything dubbed as “running culture” and they all had a look.
I do see people, here in Taiwan, rocking Alphaflys and any On shoe casually. But at least the marketing for those shoes, from the brand, isn’t lifestyle focused.
I second this
Even alphafly become easy run shoes here or even for a walk in mall
@@kisukisu7327 damn alphafly as walking shoes 😅
Fellow indonesian here, I can totally see that..people doing daily run in Alphafly 3 lol
This video shows, one more time, the breadth and depth of your professional background. Hats off to you Chris.
🙏🏻 🤙🏻
The marketing is eyerolling for this shoe especially with the limited release; however, I got a pair at my local run shop and it really is a great shoe for the price. It's super fun to run in and feels like a do it all shoe for everything but long runs. But I agree, the marketing on a lot of running stuff is eye rolling now. Other examples I can think of are Satisfy, Norda, etc
I didn't make the connection to Satisfy, DV, Norda, etc... until reading the comments here. I see it now though and agree.
@@SagasuRunning I say that as someone that owns multiple pairs of Norda 001s. I really like them but I think their branding can be a bit pretentious. With Satisfy, their whole ethos is being counter culture and "punk" but it's hard for me to really think a $150 cotton t shirt with holes in it is "punk"
@@alredalred I can’t disagree. So many oddball partnerships, odd brand/product positions, questionable consumer targeting strategies, it’s really amazing.
I chalk some of it up to 1) lots of ex athletes chosen for marketing roles at these shoe companies, regardless of actual marketing expertise, experience or success; 2) marketing education today focuses more on execution of technology, and less on branding, positioning and messaging; 3) and a surprising lack of knowledge and media training even among product managers.
For example, Ive seen product managers from a variety of major brands stumble through interviews, unable and completely unprepared to describe updates/improvements to shoes, the shoe’s use case, how it competes in the market, etc.
Recently I’ve seen four Saucony product managers stumble through interviews with Running Warehouse; in each case it was crystal clear the RW people were better prepared and more knowledgeable about the brand and its products than the product managers were. It was embarrassing, especially from what’s considered to be a “serious” runner’s brand.
I see in the gym lots of guys and girls who wear racing shoes with the latest super-foams and plates. They don't race, neither run -- only do what may be called "general body workout". Usually, when I ask them why did they pic their particular model, the answer is either "I like this color" or "the salesman said it's the most comfortable". Adidas marketing slogans might seem stupid, but the aim is to sell the shoe not only to those who need it, but also to those who don't.
Most popular casual walking shoes nowadays are running shoes from past years like New Balance 990, Asics Kayano 14. New Balance recently released lifestyle sneaker with a sole similar to 1080 v14.
@@proudbacteria1373 Yes, I guess in 2030 the Takumi Sen 10 will pass as a casual-elegant walking shoe.
Gym work in a Vaporfly... yikes...
Past running shoes though didn't have any of the performance tech that current ones do now...that make them performance focused and anti lifestyle.
Only the retro release in BoostStrike Pro Evo foam.
The moment I saw this video, I was immediately reminded of seeing UFC fighter Conor McGregor training in his cardio sessions in Alphaflys and walking to the Octagon in those same Alphaflys before his ankle broke in the fight against Dustin Poirier several years ago. Truly we are living in the fast culture without knowing the full extent of what fast shoes were meant for.
I remember those photos. Conor, back in his prime, was kind of the ultimate in "fast lifestyle" in all ways. 🤣
How stupid for someone to pick inapropriate tools for the job.
And then a "professional" 🤣
How stupid can someone be?
He should have gone for high heels, because they are "so fancy“ rofl
12 years ago Nike had great racing flat - Flyknit Racer. But it became popular as lifestyle sneaker
That was never intended as a performance shoe.
@TheBowerbird cmon. Then why they made it as light as possible? Why Nike runners run with them in Olympics?
They are still my 5k pb shoes
What you talking about? I'm sorry you thought that they were serious shoes.
@@TheBowerbird You need to do research. Most likely You are mistaken running Flyknit shoes with lifestyle ones called Air Zoom Mariah Flyknit
Quick 5s google search reveal that Paula Radcliffe run marathon in 2012 olympics in Fyknit Racer
The FKR was never marketed as a lifestyle shoe though. It was just adopted as one.
Exactly what I thought when I first saw the promotional materials. But at least their marketing approach made it appealing to those new folks just getting into running. The Evo SL is super popular with the casuals in your local run clubs who go to Starbucks after their runs, the sporty lifestyle aesthetic seems very appealing to the younger folks.
But Adidas, as a brand is not. At least not to the same "younger folks" buying On and Hoka. Adidas Originals has a massive following for "younger folks" but it's a very different aesthetic. It's actually very interesting from a brand case study POV.
Man, I am speechless. This might be one of the best videos on RUclips, not even exaggerating . This is beyond shoe reviewing; with your product design background, this type of topic is amazing! I've always been looking for something like this; the connection between the product and consumer is beyond performance (in my opinion). It is the same in the fashion industry as well; when you look good, you feel good-the mantra might be real in the end :) Hope you'll make more marketing and product design analyzing series; there is definitely a whole new world out there! Thanks again, mate!
I've done quite a few of this type of content, though it's been a while. Dig through the "Design talks" playlist and you are bound to find more. I have some future ones planned for Feb/March so stay tuned.
Agree with your points too.
Thank you for the kind words. 🤙🏻
I see what you’re saying but those sort of customers in Adidas promo photos absolutely exist. You can see them everyday on the trails and on instagram. It’s appeal as a lifestyle shoe is it’s cache as a legitimate running shoe. It’s a huge compliment. Same association like wearing Jordan’s. If this lifestyle angle subsidizes quality shoes then by all means continue. Without it, this isn’t a 140-150 usd shoe.
You had me until your last sentence. Why isn't this a $140-150 USD shoe without the lifestyle baggage?
a lot of material and design investment for shoe used by a small market (advanced road and track runners) vs a bigger lifestyle market would mean a higher per shoe cost to recoup that money. Similar material and design shoes like streakfly and Cielo road cost more with less stack
More foam doesn’t make the shoe worth more. Simple often costs more as all the details (and tolerances) need to be spot on.
Thanks to SR for doing a proper marketing job for adidas. I come to this channel to understand what each shoe is actually suited for in terms of running. Adidas’s own website totally fails at this in my opinion.
I do what I can... 🤣
Thanks again for your expert designer opinion and explanation. This is what separates your channel from others for me. Please continue!
🙏🏻 🤙🏻
The looks makes it as lifestyle shoe maybe. I will wear it casually 😊 looks good and clean
You don't fin the geometry and foam too much for casual wear? Do you run in them too?
@SagasuRunning Yes 😅 but I guess you're a little crazy to wear it as daily like me 😅 I get your point, it's aggressive for casual walking.
I see… style over comfort I guess. I suppose that is “fashion” in a nutshell.
I don't have to tell you this Chris but I think that a lot of people don't realize that the original Ultraboost was a pure running shoe, and a good one, that made the jump into being an immensely popular lifestyle shoe organically. I think they are trying to recreate this phenomenon.
Boost had its day. The Novablast had a similar story.
I do think the Evo 1 & Evo SL are a very iconic silhouette… but as the lifestyle shoe it’s tricky. Lightstrike Pro is also not a great foam for casual wear. It’s just too responsive. Very unlike Boost way back when.
@SagasuRunning All good points, and I certainly agree that these new softer, lighter, more compressible foams don't work as well for lifestyle/just walking around use cases. But I do think the desire to recreate the huge popularity of the original Ultraboost, and its corresponding bottom line $$ impact, has perhaps given the bean counters more influence in the marketing of this shoe than might be warranted based on the shoe's actual performance characteristics. It happens all the time that there is some unexpected, bottom-up, organic success with a product that the brand then tries to force with new products, with mixed results. I guess the jury is still out on this one, but I actually think it might be successful.
I agree. Adidas are going to sell lots of Evo SLs by appealing to those who like the look of the shoe.
@@MLHuntI think that the foam itself might work. For example I’m expecting Nike Vomero 18 to be a decent casual shoe ( combination of React and ZoomX). The problem is geometry and a rocker. Vomero 18 doesn’t have a rocker and has a retro design.
@@proudbacteria1373good point
It's 2025 and Marketing bullshit dominate the market... most of the companies an unable to explain their product and we are forced to waste money and rely on RUclipsrs... 🤦♂
Hey now….
Great video! A girl made news in Spain because she uses alphaflys for recovery and easy days of running (6 minutes per km or 9’40”/mile) because “they are so comfy”. She could use whatever shoe she like but if your purpose is to show how much money do you have and think there are many options more functional and useful for that kind of running. It is all part of a marketing trend to push the price of running shoes higher and higher.
See, in that case, I legitimately would give her the benefit of the doubt and believe her that she likes the Alphaflys because they are "comfy". They certianly have that soft step in feel and look all sorts of cool/tech (like a running shoe "should" look in 2025). Also when she is looking at the Nike product page (like any consumer) the first thought is "most expensive = most best"...so if they want to 'treat" themselves and get the "best" they buy the most expensive.
Without knowing her I can't say if she is trying to flex her income. The majority of people I see running in expensive shoes are look to be doing it because, in their mind, they bought the "best".
But yes...there are those who flex and "the most expensive" or the "most rare" color way... but I would argue they are a minority.
I honestly never knew that adidas was trying to market these as a lifestyle shoe. I did manage to buy a pair of these at a steep discount because another person was thinning out their shoe collection, and they are a fantastic running shoe. My partner actually doesn't mind me wearing them outside of running. she hates how all my other running shoes look.
I suppose that is a win. You don’t find them too aggressive for causally wear? The rocker alone rules them out for me. Though running in them is spectacular.
@SagasuRunning I haven't done long outings other than grocery store and department store trips after a run. I think it's kind of fun to walk in since they are very bouncy. Another plus is they do make me noticeably taller.
@@RustyNinja100 This is why until my dad tripped in a pair hard and messed up a knee so every now and then pain but no broken bones liked to wear his old Hoka model for casual/his current since 2016 owning a Greenhouse work use all except for his original model Stenson he ran in for too long and wore them out in the upper. My dad liked wearing Hoka for casual use as he used to be 6 foot 2 inch and is now 6 foot 1 inch to 6 foot 1/2 inch depending on who does the measuring at the doctors office.
Your partner hates the look of sports specific shoes which are not hers? Wtf?
Just tell her to close her eyes and now tell you how important looks are.
See? Pun intended.
I would never in a million years tolerate the existence of a superficial individuum like this.
To begin with: noone will ever tell you how they don't like the look of your running/cycling/tennis/golf/football/whatever sports specific shoes. First red flag.
Sorry, that i put the opinion now on your partner, reading this just smelled like entitlement and puting YOU down because of your running shoes. Your RUNNING SHOES! 🙄🙈
Don't be a punching bag and make sure she respects you or else gtfo *scnr*
I see what’s happening here. The big brands are seeing the growth of run groups and the small start-up brands that have naturally evolved from that scene. People are describing running as becoming a ‘lifestyle’ like skateboarding or surfing in the past. Big brands are either collaborating with small niche brands (Saucony & Minted New York or ASICS and Bandit) or attempting to replicate this movement with their own brand, hence this clunky marketing campaign. 🤦♂️
The parallel to skateboarding is spot on. As a longtime skateboarder...I never made the connection. There was a time I lived in Airwalks and Vans for anything and everything. Totally see it now. I think you are right. 💯
omg i didnt know you had agency background. that explains why youre so into narrative and you make sure that you mention what these brands spell out on their campaigns. would love to see more content on diff campaigns from brands for their running shoes and your take vs their actual performances
Yup, started my design career, way back when, in NYC agencies...
I do call this stuff out occasionally, but focus much more on the product design side here on the channel. Though i can't help myself when I see messes like this Evo SL campaign.
@SagasuRunning really seems like a huge mess and that there's disconnect between diff teams. We need to see that portfolio of yours lol
@barnieedison34 Haha. I haven’t had a portfolio online in years, haven’t needed one. Though older version definitely had campaign work in them years ago.
I agree there might be a disconnect. But at the end of the day, adidas is trying to increase market share, with this wider appeal. The other day, i saw a salomon trail shoe on several people's feet at a music event, and i thought it was strange. I assume it was comfortable. Coming from a shoe nerd or a runner, i dont cant imagine myself doing it. But not everyone is a runner or enthusiast. Whatever works for them. But i assume this is a big market for adidas to tap into.
That there is. The thing is though the Evo SL is so performance oriented that as a casual shoe it is awful. Something like a SL2 makes more sense casually.
This is a great video I really enjoyed it. The shoe is fun I like it but put that to one side. When I was talking to my retail partner about this shoe well before launch we were both rolling our eyes when discussing that this shoe was being given to lifestyle retailers here in the UK before the running shoe retailers. The brands seem to continue the marketing shift towards the post pandemic youth generation who are this lifestyle and fitness demographic. 2025 will be an interesting year for sure. Keep up content like this please it’s great. If you would be open to a chat on my livestream I’d love to have you on.
Agree. That’s my fear with this shoe. People getting into it that won’t do well with it, as it’s too aggressive, or people avoiding it, due to the lifestyle aspect, that really would respond to it. It’s just so unfortunate.
I’d be happy to chat on your stream. Drop me an email and let’s see if we can figure something out. Email off of my RUclips home…
Ive never seen a running shoe more overhyped than this except for mabye the goated superblast, but the buzz is crazy over these evos
Gonna root for the peg plus and mach 6 for now
So far… the hype is spot on. I’ll have some Evo SL and Peg Plus content in early Feb… that’s going to be a fun one.
It’s not overhyped. It is the best running shoe 150 usd and below period. Actually, most probably the best non-plated running shoe overall.
@@chemicalfrankie1030 but it is overhyped with all the buzz about it, everyone are saying there are NO alternatives to this shoe, which may be true, we gotta wait and see
Ill use the peg plus mach 6 and boston 12 for now
@@chemicalfrankie1030if the shoe is just slightly as crappy as the SL2 it is a hard pass for me.
The SL2 were the cheapest crap in every regard i have ever put my feet inside.
And don't get me even started with the redicolously low toe box - i mean, did anyone tried on the shoe before mass production?
I LOVE my Evo SL's 😂 And no, I don't use them as a lifestyle shoe
Same here. I feel bad using them even on the couple kms of slower warm up and cool down prior to the tempo workout.
What a waste to use them as a lifestyle shoe!
👏🏻 👍🏻 🤙🏻
🎯
@@scrutiright! Better buy up all the Noosa Tri 15 on sale in all colourways as a sneaker... like I did just now 🙈
You weren't kidding about the Evo SL leaving a mark... on marketing.😄 Good vid on how not to do marketing. "An evolution of speed in all aspects of life" What does that even mean? The Japanese description is more to the point. Was marketing trying to appeal to a broader market by selling it as a lifestyle shoe? It's interesting to see you portray the Evo SL as a sort of bridge shoe between the old guard and the new Adizero line-up. Makes me even more curious about your review.
Review out later today (in the morning EST) then alot of "vs" content for the following week. The Evo SL is the real deal...
These are for sure a fast shoe, and makes it easier to keep up that pace. I wore it around for a day and decided that I wouldn’t pick these to just casual walk around because of the rocker. I did get compliments on how good they look. Adidas has Pharrell Williams as a creator/influencer for the brand, and he’s also the creative director at Louis Vuitton. He had the pro evo at Paris fashion week and I think there’s some collabs down the line with Kith.
I think the Pharrell Evo was a one off, a total hypebeast moment. I would expect a Y-3 ESL this spring though.
I wish they made more causal “classic” shoes with modern foams. That City Runner looks cool!
@@TroySpringer11 i agree. Ive been saying this since boost came out. If that shoe becomes a hit , it might just happen.
A few people have DM'd me on instagram some Adidas shoes I've never seen before. Mainly one called the "Iniki", from about 7-8 years ago, which is a Samba/Gazelle upper on a full Boost midsole. Kinda cool.
@@SagasuRunning ive seen this in store and i did not get it because it had a wedge silhouette (sharp and thin front) and looked weird (i hope the RNR would look better in hand (which the proporions of front and back seems right))
Interesting and humorous insight👍
🤙🏻
That difference in regional marketing is very interesting! Thanks for noting that. Japan running culture has always been performance first and social significance second, and I think that's great. Too many yuppie driven run clubs and influencers in Western and ASEAN reducing running into social media content.
I mean, the beauty of running is it can be whatever you want it to be to you. It is so simple and direct it can be that palette. I do prefer the Japanese performance driven outlook on running though...
@SagasuRunning as do I. Fair points though. I'm just grumpy and judgemental 🙃
Having done 2 runs in them, really see these as daily trainer and maybe cool shoe for going out shopping. I did walk 4km in them as well and they are one of the best walking shoes due to the early rocker.
Got the black ones luckily and I think they look great.
Interesting how we all respond to shoe differently. I see these shoes as anything but a daily trainer, though they can do easy running when needed.
The marketing pictures of this shoe being worn for lifestyle did not bother me at first. But when I finally got the shoe, I said that this shoe is for performance and not for lifestyle. I only recommended the Evo SL for the fans of the LSP midsole like myself. I think it might be unstable for someone who is not used to the classic LSP. It's, for me, the perfect training companion for the Adios Pro 3.
Fully agree...like spot on agree. Well said. 💯 🎯
All the marketing B.S drives me mad. The shoe should speak feor itself. I think Adidas are edging there bets and trying to market it not only to runners but also to masses. To be fair its a good looking shoe.
If the youth like it they will wear it. I remember kids in the 80s buying Nike zoom spikes (the o.g., coe and ovett). Taking them and putting a sole on them so they could wear them casually. Mad, but try.
Look forward to your review on the Evo.
Many thanks
The performance of the Evo SL DOES speak for itself. It is an impressive shoe.
I've seen resoled 80s spikes on ebay before...I always wondered why. Now I know. 🤦🏼♂️
I live in the us, and where can I find the City Runners???
I think they may be exclusive to Asia, possibly only Chinese speaking countries too...I'm not sure.
we want the city runners too 🤣😭
You can just see the board (well not the engineers or chemist who had to hold back their eye rolls) salivating when that presentation was first presented by Sales and Marketing .. LinkedIn would be proud.
So true. 🤣🤣🤣
I can only imagine how frustrating it must be for the product team to come up with a shoe like this, have it make it through the pitch process/manufactoring, only to turn around and see the other half market it as a lifestyle shoe. Any debate goes out the window when you run in it, it's made to go fast. I will die a little bit everytime I see one of these at Target or something
The performance of the show speaks for itself…. But the marketing is already confusing what the purpose of the shoe is actually for.
Yeah, it is quite strange marketing from Adidas. Here in Hong Kong, running sneakers are very common and tons of people buy them just to walk around as Hong Kong tends to be a city where people walk/stand a lot. So comfortable is a big deal. Which is why brands like Hoka, asics, NB, ON are big sellers amongst the non runners. People here love the cushion feeling of Bondi, Clifton, Gel nimbus, etc. However, I understand those shoes being good for walking/standing as they are daily trainers but also comfortable and non aggressive. With the Evo SL, it doesn’t really have that characteristic. It is a good shoe in terms of training performance but definitely not the most comfortable to walk in compare to others.
Love this take! Nice work. I said from the beginning, Adidas marketed this as a lifestyle shoe. I mean, why not if you’re Adidas sell more shoes?
Ugh...I mean, you are correct... but ugh.
Yeah, this marketing is kind of a shame. It will surely put many people off from trying this amazing shoe. I've said it countless times(and have another video lined up about it), it's probably my favorite non-plated shoe ever.
The massive rocker, soft foam, minimal upper... This would make a terrible casual shoe.
Agree. It’s also confusing the product lineup and what the shoe is actually for. I can only imagine the frustration of the product team.
My proper review is out tomorrow then about a week do comparisons videos. So much more to say.
I look forward to your next video on this one. I find myself agreeing with you on this shoe.
Is marketing copy similar for Germany?
@@Oleg_Kol Just checked, it's the same. Says that you can use it in your Daily Life.
Maybe they are trying to position it against On running shoes, which are very popular here in Austria for casual use due their softness. I don't know if any of the Adidas Originals has such a soft midsole as the Evo SL.
The shoe I highlighted definitely is soft. But the SL2 is a better casual shoe. So are any of the Boost models…. Even the Supernovas.
I've also seen 1-2 by now (central Austria here) but i don't know which model.
But those few examples I wouldn't call them very popular. Maybe in the mojor cities there is a higher density of those shoes?
In urban areas, especially upscale urban areas… On and Hoka dominate lifestyle.
I like puma's pro line as they are modern design shoes with classic hard wearing foam and durable rubber outsoles. You would be amazed how many people complain about shoe durability who wear performance shoes to work eveeyday.
I know, right? You can’t have everything.
Interesting and couldn’t agree more! The city runners look interesting but I couldn’t find them, are they Asia only?
I think they are only Asia, possibly in Taiwan for the moment (though I doubt that given the market size).
I'm hoping a positive outcome of the possible popularity of the Evo SL in casual wear will be that the additional sales will ensure the continuity (and future versions) of this line. Do what you need to do Adidas so that us runners definitely see future versions and plenty of stock of this shoe everywhere.
It's a promising shoe line that has plugged a big gap in their running lineup (flexible non-plate/rod version of the Pro 3), so I expect Adidas to continue to focus on the running-focussed sales primarily. It will be shocking if they discontinued it or changed its setup to cater to lifestyle-only sales, I pray that doesn't happen.
Thats the problem... if the lifestyle sales of this shoe take off...future versions will be watered down from performance to casual. That will be a huge loss.
Adidas has the Supernovas, Ultraboosts and the SL2 to fill that gap. They don't need the Evo SL, though it is better looking than all of them.
"This is not a lifestyle shoe" - Sagasu Running......as the shoe perfectly matches the lifestyle of the one shirt you own. Gotcha.
Hey, I own two shirts!
Hi, great video as always!
I usually don’t care about lifestyle shoes, but the Adidas Cityrunner(?) that you show in the video caught my eye.
However, I am unable to find any info online. Could you share a link? Thanks in advance!
I think it may be Taiwan only at the moment. Though Taiwan is a small market so it has to be launched broader soon.
@ thanks for the super quick reply! I will look out for it in Europe (maybe Japan). Is the name “Cityrunner” correct?
Some of my best running performances have been from slow training runs, just slogging along in soft sand.
A good jog/plod is always wonderful… running just to enjoy running.
@SagasuRunning oh yes, just the experience matters, whether fast or slow.
@PerryScanlon Agree!
Great observation - in the end obviously it's all about profitability of the shoes. If they can sell more shoes because some (or maybe a lot of) people buy it as a life style shoe and therefore they can maintain this version that's OK isn't it? Maybe if it would only be sold as a running shoe it wouldn't be profitable? Just a thought......
The thing is...for s shoe this new and not a "classic" the version won't stay fixed...it will evolve. What i'm worried about is it evolving from an excellent performance trainer to a casual shoe only...
Marketing the Ultraboost, Pureboost or even the FWD series as secondary lifestyle shoes is totally understandable, as these are stable, comfy enough and really can double as walking shoes despite their hefty price tag and high heel to toe drop. But an Adizero shoe? It's like marketing a car with huge spoiler, rear diffuser, side sills and 18" alloy wheels to soccer moms and college students.
🎯 🎯 🎯 💯 💯 💯
Don't really care about the marketing side, Adidas killed it with the EVO SL and I will soon test if the AP4 is a good continuation of the AP3, which is my favorite running shoes. I have only been running for a couple of years, and in this period of time I've seen so much growth in hype for running in general, and I think it's good. I also don't mind companies focusing on aesthetics and marketing a running culture, I only hope that they keep delivering performance value, and Adidas are doing that with the SL.
If you loved the AP3, I suspect you will prefer the Evo SL. I'd try that one first.
I like the New Balance ad, I think for the 1080, where it shows a runner guy who's clearly overweight and huffing. I think many of us can relate to that.
For the female section they show Sydney Mclaughlin 😅
@@dri1811ya NB’s “Run your way” campaign has been around for years. But yes, similar.
I don't know, man. I hear what you're saying, and it sounds like you would agree that the brief and the imagery completely align. it kinda just sounds like you either don't like the brief or you don't want non-serious runners to enjoy the Evo SL. (ok, I don't actually think that you are trying to gatekeep, but an argument could easily be made that that's what you are implying).
And wanting to keep good running product out of the lifestyle limelight is understandable. I wish Adidas would give ultraboost back to runners and that Nike would give the Vapormax back, too.
but the Evo SL looks amazing and I can easily see it being worn casually. I would wear it casually if I weren't worried about putting non-running miles on my review pair. I think it should be lauded because of the fact that it looks great in a running silhouette and happens to be an excellent shoe.
I'm getting Novablast dejavu. that model also debuted as running/lifestyle shoe but the lifestyle part was quickly dropped
If that was the brief, the team nailed it. The thing is there is a very obvious disconnect between product and marketing here though. As a designer, I really hate when something gets tacked on at the end from marketing that had nothing to do with the original vision of the product brief. Especially when the product team delivered (exceptionally well) on the product brief.
With the Evo SL it is more that the shoe is SO performance oriented. In my mind it's a lot more shoe that a newer runner needs/wants or benefits from starting their running journey in. It's like giving a new driver the keys to a race car.
That performance of the Evo SL also impacts it's lifestyle aspects. Again, like taking the race car down to get milk at the grocery store.
So you have a newer runner buying a Evo SL and finding it a bit "too much" for them running and maybe a bit "too much" for lifestyle. Then you have a more seasoned runner, who maybe would benefit from the performance of the Evo SL but disregards it as a "lifestyle shoe". So neither cohort is really working out there.
It's not that I want "good running product out of lifestyle", that's not the case at all. I live in running shoes casually as well (though not actual pairs I'm actively running in). I do think some brands do it well. New Balance does that very well actually, of note are their collabs to District Vision.
Ultraboost is the IDEAL crossover lifestyle/running line. Vapormax, debatable though.
EDIT: Was thinking about the Adidas Supernova series while out on my run this morning. The shoe makes so much more sense to be on a “Run lifestyle” campaign. Excellent engineering, premium materials and a shoe that is much better suited to casual/lifestyle running and cafe hopping. It is also a series so you have a range of cushion, structure and performance. It’s also an excellent lifestyle shoe. Ticks all the boxes for a premium lifestyle crossover runner and campaign. I just may need to do a follow up video going more into this.
I think the Adidas marketing team is pushing for a "lifestyle" approach of these performance shoes, knowing full-well that the materials are priced at a premium with low durability (for everyday wear), thus creating more churn of product and more $$$ realized for them at the buyer's expense.
I don't know, I find performance running shoes to be way more durable than normal street trainers, some of puma's casual trainers I wouldn't expect to last 3 weeks before you're walking on foam through a disintegrated outsole.
And with this new outsole material from Adidas being urethane like skateboard wheels, it'll be way better than every casual trainer for durability.
If anything expanding their market into non runners is a good thing as it reduces the price to customers as they can produce more and reduce production costs per unit.
It's like runners/cyclists buying glucose monitors, a useless piece of tech for their needs, but by all means go and buy them up, it'll reduce the cost of the units for diabetics.
I don't know Classic LSP is a tank of a foam and if any superfoam can hold up to casual wear it is classic LSP. Still though...
CPU outsoles are amazing for durability... but they are noisy and squeeky for casual wear. Plus the one place they don't do well is high school gym floors, where they can slide and mark. High school gym floors are STILL an area that casual sneakers are designed to work on primarily.
Put lightstrike pro in those city runners and i would run in those ......seriously! It would take me back to my childhood running around like a lunatic. Seems to be a Taiwan release only as of now. I have a feeling boost is on its way out and they need the next "Ultra boost" thus the intro of the light strike pro (old blend)
Ha. I think all of use had some Adidas shoe with that upper as a kid that we utterly destroyed from being a kid. I know I did, though I have more Nikes.
You know, I didn't think of it, but based on these comments for this video and multiple people pointing out that Classic LSP is likely replacing Boost...I have to agree.
Lets rebrand this shoe, for western markets, as Adizero Super Lame Evil Mkt 😂
I’m hyped about this shoe for what it is.
I love Takumi Sen 8 midsole, I hope it is just a slab of it with a nice rocker geometry and that’s enough.
Maybe power play within the global mkt teams at Adidas?
Or maybe a nonsensical pitch to drive buzz by bad speaking of it?
I have no clue… but sounds odd
Nice analysis as always ❤🇧🇷🏃🏽♂️➡️
Adidas Evo Latte?
Think of the Evo SL as a faster Boston 12 with some Takumi Sen speed added with the flex and (some of) the feel of an Adios.
I always suspected you had a marketing/agency background👍🏻. Same here.
NYC agencies for the first 15 years of my career... (never again, haha)
@@SagasuRunning Lol me too, then corp marketing.
@@SagasuRunning PS- I love the notion of speed culture if it covered the entire Adizero line and was as you said, consistent. Frankly I think the lifestyle aspect damages the brand cred.
Fast culture = racing. Double down on running club culture racing, in NYC there are races/race series Orchard Street Runners or Midnight Runners that are both performance and social… the real deals. That would make much more sense for what Adidas is trying to do… especially for a shoe like the ESL.
I think it’s the strangest marketing of a running shoe I’ve ever seen.
it is definitely up there in that list.
I’ve watched that some popular lifestyle bloggers already included Adizero Evo Sl into top list of most comfortable casual sneakers to walk around. Aggressive rocker in the forefoot is definitely uncomfortable for walking. One blogger called Adios 9 as a legit casual shoe in terms of comfort. I will try Adios 9 in a shop and will evaluate if it can feel as a casual shoe for me. I generally dislike those shoes which are marketed as lifestyle sneakers because of design and lack of comfort. I easily see for example that Adidas Samba is a soccer shoe specifically designed for soccer and kicking a ball and why it was called Samba ( Brazilians play soccer on the streets).
Interestingly. The Samba started life as a proper cleated boot. In the late 1940s/early1950s it allowed the German national team to "dance" on the pitch... thus the name was born.
The thing about a Samba though is that it works as a casual shoe. The "technology" in the shoe can do both, without getting in the ay of either. Not the case with the Evo SL. I'm glad I follow the lifestyle sneaker channels...
@ What do you think about new Adidas lifestyle shoes - Adizero Aruku and Adidas Zponge? Both have crazy rocker which doesn’t look comfortable from aside in terms of walking. If these two shoes are lifestyle from Adidas perspective then I’m not surprised that they market Adizero line in lifestyle category.
@proudbacteria1373 The Aruku is at least purpose built for walking. All the engineering is there to help a natural heel-to-toe walking gate. So at least they make sense, as does the product name.
I had to google the Zsponge… I can’t, I just can’t…🤦🏼♂️
I thought I went in depth on my channel because I have a caliper and durometer😂. Very interesting point of view. Seems everything now is from the perspective of the egocentric 20-somethings that live for “the gram”. Great perspective on this video!
Durometers and calipers are two things I want to avoid...haha. Though a good pair of calipers is useful.... 🤔
"Do it for the 'gram." is still a thing... but even that is evolving. It's an interesting subject how social media is changing for users just hitting 20. That might be a topic I cover elsewhere someday...
Adidas is great in the marketing. You will see lots of non-runners wearing these shoes on the streets while many runners just can only dream of it as they purchased other shoes already and their wives don't allow them to buy more haha
Ha. People can wear whatever hey wish for lifestyle, cool. I just hope that doesn’t distract from the performance aspects of this shoe as it evolves, if it even evolves.
The Evo silhouette is definitely iconic. Not quite Adidas Originals iconic, yet, but on its way.
I agree that it makes no sense to say it's a lifestyle shoe. Even though I think the black one with white stripes is the most beautiful running shoes ever, i look at it and see that it's clearly not a shoe to wear all day long...
Yet, i could see myself wearing a black and white Adios 9, so youre gonna have to work hard to convice me to also buy it after i buy the A9 😅
The white/black one in this video is one of the best looking shoes ever, but I like white shoes.
A Evo SL + A9 combo is amazing… like so good. The two shoes complement one another so well.
Adidas City RNR is not available in US
Didn't say it was, I think it's exclusive to Asia. However, Adidas has done other shoe like this, which generally are quite cool and hitting all the lifestyle overtones.
@@dumbcurse it seems to be a Taiwan exclusive as all official pic lead to the Taiwan site (excluding re seller sites) . If it does well , i hope it launches in more countries.
Taiwan is a small market, so I assume after CNY it would get a broader releases.
@@SagasuRunning is the shoe a new release in Taiwan?
I’m not sure when it came out. I think it’s fairly new. I only first noticed it about 3 weeks ago.
Adidas City Runner. Instant buy!!
I think the CITY RNR is an Asia exclusive though. I tried a pair on recently, but didn't buy them as I was travling at the time and didn't have room in my bag. I didn't know they were kind of rare and sought after so I figured I could pick up a pair at home. I was wrong.
now I wanna try i that cityrunner shoe 😭
As of now it seem to be Taiwan only. However, Taiwan is a very small market so I'd expect the shoe to roll out in a broader release.
Evo SL va adiós 9 would be a good video
It’s not coming as a stand alone video… but I will address it in a video.
Yeah, I wonder where the evo sl stands in the adizero lineup, especially in relation to the sl2, the ts10 and the latest adios 9
Waiting for your analysis 😂
@@ahmedelashry6830I own and run with Takumi Sen 8, SL2 and Evo SL.
From my experience:
SL2: daily trainer. Great a slow paces, can pick up the pace but not ideal for it. Can be used in long runs but not ideal for it. Is my “zone 2” shoe and you can push it a bit.
Evo SL: this shoe is a joy to run with: great for tempo/fartleks… anything with varying speed feels good too. It is comfy and fast.
Acceptable at slower speeds (tad unstable though) but I prefer not to waste this shoe life span outside its sweet spot. I enjoy running with them and how they push you forward when you get the right pace, and feet feel great after.
Takumi: this is a racer. I only use them for my short intervals and, to be honest, my feet don’t get along with them. They’re too stiff and hard for me. Given the is feeling and my running paces I wish I had go for Adios instead of the Takumis.
A clue might lie in the fact the Evo 1 Pharrell exists... the Evo 1 may have hit the hypebeast circuit in the west by having a great minimalistic retro-future design while being expensive and limited. I imagine this sparked a desire to create a stripped down, much cheaper version that would be easy to produce to see if there's another ultraboost crossover hit potential. It is a bit weird afterall that this shoe was announced quite close to the release of the SL2. I don't think this was in their long term planning forecast.
Agree with this. Though I do think the Evo SL has been in the works for sometime. The SL2 and ESL do coexist well (daily trainer and tempo trainer) but it will confuse many.
@@SagasuRunning For sure, although I'm not clear is the marketing really is making that distinction well. As well, Adidas already has a very popular tempo shoe in the Boston line.
The Evo SL is a better Boston 12. It’s what the Boston 12 should have been two years ago….
@@SagasuRunningbut isn't the Boston 12 a firm longrun shoe?
Whereas the Evo SL is something between a uptempo daily trainer (like Mach 6) and a tempo and workout shoe, but nothing for more than 1hour or 10km?
@@SagasuRunning The Boston 13 is reported to launch in April, just one month after the 'official' launch of the EVO SL. I appreciate the fact that the SL exists and will likely pick one up, but it still seems like an odd inclusion. It definitely feels like a product that is coloring outside the lines a bit.
I can see the strategy Adidas is trying to use for Western markets and will say that it does work for certain products. I’m just not sure the Evo SL is the right candidate for this type of marketing campaign, although it will ultimately be up to the consumer to decide its success.
The disconnect between the design and marketing teams might be a concern since it could foreshadow the vision higher ups had for the shoe, but the fact Japan’s marketing team is focused on performance and not lifestyle branding tells me this is a specific strategy for Western markets and not an indicator of the product line’s direction.
Ya, that later part is what makes me worry for the shoe (and Adizero moving forward a bit).
Haha... I'm not afraid to admit I bought the black version as a lifestyle shoe. Sue me... Had nothing to do with the marketing and the photos. I just saw them and liked the design. And they're comfortable, although I don't walk a lot outside of running. I can feel it would be a great running shoe but already have enough of those.
What is the wear like on them for you casually? Are you ripping up the mid foot exposed foam? I mean it is LSP and is tough as nails, but it won't look pretty. So you really plan to not run in them at all?
@SagasuRunning For the moment all looks ok. I tend to wear out outsoles slower than others. But I'm an office guy so don't walk a lot. We'll see, maybe I'll convert them to running shoes if I see this isn't working.
Interesting… 🤨
An even better example would be their upcoming Adistar HRMNY (sole from the Adistar BYD with something I would call a lifestyle upper). Don’t know who this shoe is meant for since the sole has a full length carbon plate so it’s not really good for walking and the upper doesn’t look like it will be good for running.
The BYD doesn't have a full carbon plate. It's like a O-ring around the entire midsole edges, there is nothing in the middle, actually under the foot. It is more of a stability thing than anything...but I didn't know the BYD had lifestyle options. That shoe came and went in about a week here in Taiwan. Never to be seen again.
@ Didn’t know that and the description from Adidas calls it “Distance Drive carbon-infused plate”, just from the look and the feeling of the sole I thought it is a plate.
@frankg7412 There are some cutaways and exploded views of the shoe online… take a look at them, you’ll see the engineering. it is actually interesting.
Maybe ill use this as.lifestyle shoe ones the foam sinks😂 but right now no just no this a fast daily training shoes ill not waste it s foam for just walking😂
I don't know...LSP is a bit of a tank. The shoe may not look so fresh once LSP gives out... 🤣
This marketing is bizarre as is the rollout. This shoe is not available in the US market until April I think. The adios 9 was just released in the US but not yet through adidas direct to consumer.
Ya, it feels like noone at Adidas has any control or idea of launch dates anymore... they just sort of happen in markets whenever now. Regardless of published release dates.
Patrick just forwarded this video to the marketing VP with the subject line "See, i F@@@cking told you!". The number one rule is, if you want a shoe to catch fire in lifestyle, you need to ground it in performance. The reality is, they can do all these silly lifestyle shoots- runners will buy it no matter the marketing. Dumb marketing, good shoe
Hahaha. I hope so. The funny thing is I've already created a email chain with both heads on it (different topic)... but maybe he just used that and removed me as a CC?
I think Nike has a bigger problem with their marketing strategy. I don't know how many times I've had to explain that the Nike Alphafly 3 Premium, Zoom Fly 6 Premium, Pegasus 41 Premium. are exactly the same shoes as the regular version. But it's clear that it confuses people when they announce and say that their new strategy with Pegasus, Structure, Vomero, will come in a regular version, Plus version and Premium version.
In my world, it makes absolutely no sense 🤦
Asics does the whole upper change even more hardcore. Same as Nike's premium uppers (which are just different color ways and often some type of metallic finish).
I agree though the Nike needs to sunset the old 'Premium" models across the line in their new world of icon/plus/premium.
Just try to explain the Nike Pegasus Premium Premium.... 🤦🏼♂️
@@SagasuRunningI am by no means an expert in this area like you. But the most important thing must be to make people as little confused as possible. And there are several brands that have failed to do that. Over the years 🤦
@JS-Treadmill-Running Agree.
Japanese market is more performance-oriented so it describes the shoe from that point of view. In the West people who run already know this shoe up to point where they made up their mind without even trying it. To me there is little to no point to focus any more attention and resources in marketing on that niche when you can try to widen the appeal for other marketable groups in an attempt to recreate the success of Boost. It feels like Adidas might want to move some Lightstrike iterations as the "new Boost" to recover R&D money they have spent on running division. I feel that they are going for sneaker heads and people who want something more from their shoe compared to typical Adidas Originals lines. Maybe they see that people have less money and they want to get one shoe for everything - run some errands and then have a run just for fun/fitness. Evo SL is an affordable performance-oriented shoe with top of the line racing foam. If you live in the city and you need one pair for everything, Evo SL sounds reasonable for the purpose it is marketed for - assuming it is comfortable enough for casual wear for the masses.
Also I feel that running people don't like to hear that their "speed trainer" can be viewed as a casual shoe so that might be why they try to dismiss this notion in interviews for running community. You can train in recent Ultraboost or Pegasus shoes but once they are viewed as "lifestyle/casual" they are immediately dismissed as a valid running shoe. Similarly to Bondi/Clifton once nurses started wearing them. If a community has elitist behavior, you don't want widen the appeal of what you plan on selling them.
You know.... I've been wondering is Adidas wants to replace Boost with LSP... I think you are right.
the best part of the evo SL, the fact that you can hate on Adidas for their stupid release strategy, marketing or whatever and vow to never buy adidas again......and yet the shoe actually is awesome, running to the coffee shop was never this much fun, ha living the hype actually great performance out of these with over 80 miles now so glad i got lucky chance to buy these. did you see in the U.S. the new adidas equipment takumi sen. getting out of control already.....😅😂
Adidas equipment, Y-3 collabs... ya...it's all out of control.
I was ready to write the Evo SL off due to all of the silly hype and marketing... until I ran in them. I'm glad I gave them a chance as they may be Adidas's best shoe of 2025...
I get it. But it's the same reason some people drive a Porsche 911 GT3 RS every day. Does the compromise actually make it more fun?
Ya, but given the number of 911s sold...how many GT3 RS are there. Just because you can doesn't mean you should. Ironically, there is a GT3 RS in my neighborhood with the loudest after market exhaust...no one likes that guy.
I don't get the evo sl as a casual shoe when it's even more unstable than the adios 9.
And due to the outsole, the Adios 9 is likely more durable. However, neither shoe is one I want for casual wear.
It doesn't make sense to me to have this type of campaign. I mean, this shoe is meant to be for runners, especially for speed training and racing. I don't see the point of using them for commuting to the supermarket; you can, however, I think target users are far from wearing them as casual/lifestyle shoes. One possible explanation is that Adidas running shoes are trying to transition to something like On's and Hoka's. At least here in Mexico, On's are on everybody's feet as a lifestyle trend. I've even seen the On's for performance being used as daily commuting shoes, but it is not something that the brand encourages; it simply happened kind of organically.
But your average Hoka or On have almost no real performance, so wearing them casually isn't detrimental (because the shoes you see most wearing casually are not the top tier shoes from the brands).
It seems to me that Adidas is aiming to appeal to fans of fashion-forward brands like Satisfy, On, and District Vision, but they're missing the mark. The appeal of those brands lies in combining performance with fashionable elements-unique fabrics, colors, and designs-specifically for running, which is great if you enjoy that. The EVO SL, however, feels like it’s trying to split its focus, functioning as both a dedicated running shoe and a separate fashion shoe. This dual messaging doesn’t align with Adidas likely target audience: runners who want stylish, high-performing gear for their runs, who use other footwear for casual use.
I've been a longtime fan of DV, 8+ years, as Tom and Max were around the running circles I was in NYC when they started out. The brand's evolution since they moved to LA in 2020 has been massive though.
Satisfy is the current "underground" darling in the industry right now and On has more money to spend than anyone (even Hoka).
Interesting points. 👍🏻
@@SagasuRunning I really enjoy these brands too and would definitely consider myself the target audience. But the EVO SL misses the mark for me personally because of this dual messaging
Hopefully Adidas marketing see this comment and understands you are likely not alone…
We all kind of know that the EVO SL is more an up tempo shoes rather than a daily trainer or lifestyle shoes. But I've seen people wearing carbon plated race shoes as lifestyle shoes. Go figure. Regardless of design intent, people will use them the way they want to use them. And marketing them as lifesyle shoes, and being able to sell more pairs can only help their bottom line.
The difference with people rocking Alphaflys casually is that the Alphaflys aren't marketed as a lifestyle shoe, thats ALL on the wearer and their feet.
I'm also not sure "most" see what the Evo SL is really about. I see endless questions online about them and nothing but confussion. The sad thing is that it likely is keeping people out of a shoe that would work very well for them.
Good video, but wait, you're in Taiwan!? Taiwan viewer here!
Yup, been based here for over 4 years now.
Superb running shoe. 100% NOT a lifestyle shoe. Between the marketing and release of this shoe, I don’t see how adidas could have done a worse job.
The performance of the shoe (should) speak for itself...
Such controversial shoe, only few has managed to get it but everyone is talking about it - kudos to adidas marketing team 😅
In regards to what brands put on their websites - its all marketing fluff not to be wasted time on reading and that's not only adidas domain but all brands nowadays. Even its impossible to find product tech details unless found on other sources - and yes this is huge fail on marketing teams that BS fluff takes completely over important info ....
As per increase in popularity of "cafe racer" - myself only hope trend will stay with us for years to come, the biggest issue I have with wearing running shoes casually is - they are ugly (well mostly), and many people care about aesthetics in casual but also running life ...
Also aren't whole "sneaker" industry was build on purpose of performance slipping into casual life 🤔
@@tkwasik “cafe racer” is a great name/category…. Very apt to the original meaning of it from 1950s UK motorcycle culture… I can see the same “cafe to cafe” racing being don in running. Hmmm.
Marketing the same product under different campaigns shows what they think about the west.
Less different campaigns, more a focus on different aspects, as the "fast culture" and "performance" aspects exist in both. Japan Adizero is VERY performance focused in it's marketing...to en extreme so was happy to see the Evo SL get it's due.
I don’t see the issue. The west does tend to make performance shoes work as lifestyle shoes. Whether it’s a basketball shoe or a running shoe. If it doesn’t have carbon fiber in it, there’s no reason why it wouldn’t be comfortable or adopted as a lifestyle shoe. Even the adidas Sambas which are designed for playing indoor soccer/football are now a lifestyle shoe.
Brands like hoka and On are also killing it as performance shoes that cross over into lifestyle shoes. I think you’re being hard on adidas.
The Hoka and On shoes "killing it" are not performance tempo shoes. They are fairly generic runners. The Evo SL is a performance tempo shoe. Sort of like driving a race car down to the grocery store. You can, but why.
Will there be any review for this shoe
Yowana (Supwell on YT) has reviewed it
@fecardona i don't like him
Next video on the channel (as I mentioned) followed by about a week of "vs" videos.
That's why Evo SL is not available in any Adidas physical stores here.
Why? Out of stock?
Where is "here"?
And please don't answer with "in my hometown" 😅
Makes me stick to Asics... ;-)
Asics has their own issues... but nothing as dumb as this.
Basically, fashion needs victims. Trendy running shoes, being fashionable, need victims too.
🤦🏼♂️
Fashion = marketing bs to make people by things they don't need.
And prices are often a rip off.
King of this behaviour and masters of making money: Apple
The Evo SL is way too unstable/marshmallow-like for walking/lifestyle wear. Adidas' copy and marketing is way more applicable to the Supernovas, which are great for running and walking around town
Agree...the Supernova is a MUCH better casual shoe.
I liked too much how the Evo SL looks so I stopped using it for running and for lifestyle.
Edit: it felt good but 1h20m into my long run it gave me a blister. That usually never happens.
The upper and fit is a bit strange. No blister issues for me but i do see where people will have some. Sorry to read this.
@ medial side bottom right of foot. I occasionally use adios pro 3 and don’t have this issue…
So let me get this straight - you are upset about a shoe company marketing a mediocre running shoe to casuals and lifestyle people? Guess what? Running is bigger than the hardcore (I myself am one - sort of).
It's pretty universally agreed that this is not a mediocre running shoe but likely one of the top running shoes in 2025.
Adidas has a lengthy history of marketing their running shoes as lifestyle (Ultraboost anyone? ) so this isn't out of context for them.
You also see the CEO wearing these as a lifestyle shoe so that plays into it.
The EVO Pro and this are the cleanest running shoes on the market and even if the product team was focused on performance, the color profile, especially with the full-colored midsole appeal to sneakerheads for fashion.
Pharrell wore an Evo Pro 1 for fashion week in Paris. That's the most performance running shoe in the world but that silhouette has now been introduced to the fashion world.
@@Cfm1982 Universally agreed among whom? Hobby joggers on the horrid running shoe geeks Reddit? Give me a break. It's a very good foam with a very mid execution. Upper is lackluster, it's not particularly fast or versatile, and it's already been rendered irrelevant by Mizuno's much better competition.
The Evo SL is far from mediocre... it it was a mediocre shoe I wouldn't really care.
🎯
Are we running in the same shoe? I agree the fit is it's weakest point...but it may be the best shoe Adidas releases in 2025...by alot.
I dont care in marketing. Why talk about it? Lets review the shoe!
Because that is what I do here.... review coming next, then about a week of "vs" videos on it.
Engineers make the difficult, easy.
Marketing Adidas team made the easy, a total no sense
🤦🏼♂️
Can't even wash out the coffee stains ....
🤣🤣🤣
Never really bothered looking at marketing materials. Just go straight to the specs and do my research. I buy shoes... not stories.
Well... this likely isn't the channel for you. Thank you for the click. 🫡
Surely there's really only one answer to Q: What is fast culture? A: Marketing maven complete and utter twatwaffle bullshit. Done & dusted.
🤣
And this monthly limited release is the worst!
Agree... especially when the official launch date is still March 2025.
I don’t really understand the problem. Marketing? Who cares? I got some and they’re excellent, big slab of superfoam, no plate, nice rocker. And cheap. Other than a daft white colour (mine are not white any more!) and a naff tongue, what’s the problem if people wear it casually? Im hoping widespread availability encourages some other shoe prices down. Marketing? These bad boys sell themselves just on price/spec/word of mouth
And brands have been making up daft names (incredirun?) and ridiculous marketing meaningless babble since forever. Who reads it, let alone believes it? Who cares? If you do, I don’t care if you do!
I started my career in (agency work) doing this stuff. While I've moved I do discuss it when it intersects with what I do here on the channel.
I do agree...the Evo SL sells itself my it's performance...
Then likely this channel isn't for you...
Sorry don’t take it personally, I really enjoy your shoe reviews and product analysis. But marketing is so full of bs it’s irrelevant. And hilariously I got ad interrupted by some NYC lifestyle bland brand thing while watching video. Can’t recall what it actually was though!
@jamesrose4345 I don’t take it personally. But hovering this stuff is also what I do here.
Are you happy now that you got that off your chest? Mind you I’m not disagreeing.
Yup. 👍🏻
I see what you did there... trashing the marketing first to make the shoe then the holy grail... yeah, yeah I see that you cant fool me, ha!
Adidas is too bloated that I could ever identify myself with that brand, its bloated, throw everything together and pick some of our nonsense and "ideas", some will fit to you, probably.
But yeah western culture problem... Iam sick of it for good reasons, shows perfectly why. We are aaaall special snowflakes in our fast culture lifestyle.
When I scroll through the official adidas page here in Germany I just shake my head and roll my eyes a complete clown circus.
The market for Evo SL is so bad and makes no sense.
The shoe is VERY good. Like very good.
😂. Nice video.
Thank you for watching. 🤙🏻
Once I saw this video had nothing to do with the actual performance of the shoe I stopped watching. It’s amazing how many people give a crap about how Adidas markets and distributes their products.
You obviously don't watch my channel. Thank you for the click though i guess...
@ I am both a subscriber and a viewer. I watch for shoe reviews.
@lukepaulson3428 🙏🏻
Honestly kinda looks like AI marketing
Hahaha.