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Nike launches Go FlyEase sneakers, highlighting the trend of comfort

Nike launched the first pair of slip-on sneakers without laces, hoping to enjoy the same momentum as competitors such as Crocs and Vans during the pandemic, because more and more consumers are focusing on comfort , Lightweight footwear.The "Go FlyEase" shoes sold in the market can be worn without using hands up and down. The company said that this part is inspired by Asian culture. In Asia, it is customary to take off your shoes before entering the home. The debut is also when people are more aware not to touch dirty surfaces (such as shoe soles). Nike FlyEase Innovation manager Sarah Reinertsen said in an interview: "These shoes really respond to our current situation in the Covid era." "This is actually an innovation that has been brewing in our innovative kitchen for some time... But it only comes at the right time, when we need it more than ever." Go FlyEase is part of Nike's FlyEase series of running, football and basketball sneakers. It is said that this sneaker is easier to wear and fits the feet better. Nike has been committed to FlyEase's innovation for five years, including shoes with side zippers and a pair of shoes with drawstrings on the back to fasten the shoes tightly to the heel.Renerson said: "We have been using shoelaces for a long time," regarding Nike's decision not to use shoelaces. "But... many times [people] try to get around these shoelaces, they try to fix the shoe with one foot and slide it out. The shoelace is a bit troublesome. We want to make the shoe easier for everyone." However, if you have to remember, they don't look like a pair of rubber crocodiles. For slip-on shoes, Nike's version is very unique and complex. sports shoesWhen not wearing, Go FlyEase is in the open position. The independent foot bed platform separated from the sole can be moved up and down through the hinge built into the bottom. The strap is wrapped around the top of the shoe. Once the foot enters the foot, the buckle is in place because there is no shoelace to help tighten it. For many consumers, the biggest problem with slip-on shoes is often to make them fit tightly enough on their feet. There is also a "support frame" on the heel to help take off the shoes. Renerson said that many people have already stepped on the back of their shoes intuitively to take off their shoes. According to Reinertsen, Nike's latest shoes are not for endurance sports, but for leisure sports (such as walking). She said that Nike plans to build more slip-on sneakers based on the Go FlyEase design. Nike Air ForceThese supplements can help Nike not only position itself as an athletics brand, but also position it as a brand for daily activities.Starting from February 15th, this new pair of sneakers will be available for Nike members to choose from in its largest market at a retail price of $120. Subsequently, the sales range of this pair of shoes will be more extensive. The phased release allows Nike's most loyal customers to use it for the first time,Nike Mercurial Vapor and hope that more people will join its free membership program, which also provides fitness classes and podcasts. By establishing membership, Nike can learn more about its customers and target customers with products that are more suitable for its active lifestyle.At present, comfort is the top priority of consumers. Many people are still working at home, and they are looking for a shoe that is convenient to wear at home or run errands. Many people also spend more time outdoors and prioritize physical exercise, such as walking nearby. In recent months, brands selling non-slip shoes such as Crocs, Sports Propulsion Laboratory, Allbirds, and VF Corp.’s Vans have become more popular. Shoppers are increasingly avoiding high heels and Oxford shoes and spending money on practical clothing and footwear.Matt Powell, a senior sports industry analyst at the research firm NPD Group in New York, said: "Everyone is looking for comfort... an easy thing." "Obviously, sports shoes outperform fashion. ...Sports slides have also done very well in the past year." By 2020, sales of sports shoes in the United States will fall by 2% year-on-year. Powell said that although it has declined, it is still better than overall sports shoe sales, which fell by 6%. Crocs was once avoided by the fashion industry, but it has always been an incredible beneficiary of the comfort trend. In the third quarter, Crocs' revenue increased by 16% over the same period last year, reaching a record US$362 million. In January, Crocs raised its outlook for the holiday quarter and stated that it expects sales growth in 2021 to accelerate by 25%. Its share price has increased by more than 78% from a year ago, bringing its market value to $4.73 billion. While Nike has also been seen as a winner during the pandemic, it’Air Jordans always looking for new areas of growth. During its fiscal second quarter, which ended Nov. 30, Nike’s revenue grew 9% year over year to hit $11.24 billion. Its digital sales drove that growth, climbing 84%, as more custom NPD Group estimates that this year's sports shoes and sportswear market sales will grow in low single digits, which will be higher than 2020 levels, but still lower than 2019. Powell expects running and hiking to drive sales, while comfort will remain a key theme.

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