While the competition for supremacy in the sneakers’ market is being fought between Nike and Adidas, a new development has presented itself (as the former was ahead but the latter on the rise): the technical shoe. And it’s precisely in this framework of old and new players that a potential partnership between Golden Goose and On acquires meaning. The two brands, at the center of rumors (later denied) about possible maneuvers to create a new project together, are highly valued by customers. And their union would bring as dowry two qualities that would lead to the creation of the perfect group: the pure fashion aspect and technical nature. Here’s why it could work.
Two managers coming together
The managers of two successful brands like Golden Goose and On may meet, and from there appears the speculation of a possible new sneaker group. Golden Goose doesn’t deny there was a meeting, but through the pages of Il Sole 24 Ore, they were quick to deny the rumor of a merger on the horizon. Although, come to think of it, the Golden Goose + On marriage could work.
The technical side
The two biggest players on the sneaker chessboard, Nike and Adidas, are not doing so well. The reasons? Tactical errors in distribution and poor choices in the ideation process. Both continue to look to the fashion aspect of sneakers, while neglecting their true nature: that of performance. The two do battle over so-called limited editions, or those in collaboration with luxury brands. The latest, on a timeline, was Adidas, which launched a new Samba model in polished calfskin, in response to the luxury version of the Air Force 1. There’s a catch, though: while they basked in purely fashion issues, writes the Economist, a new generation of brands focused on a neglected slice of the market: the one wishing for sneakers for sport.
Why would the deal work?
The advantage the two biggest sneaker giants now enjoy could soon thin out, if a new player enters the competition. But what would be the benefits of the deal? Golden Goose sneakers are often characterized by a vintage aura and the use of metallic finishes. In a word: fashion. And Gen Z loves them. Those of the On brand, on the other hand, focus on innovation. The new group would then combine style and technology. A dream or concrete possibility?
Images from Gucci’s Facebook profile and On’s Instagram
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