Adidas EVO SL – A New Product Segment?

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The Adidas EVO SL

Adidas has achieved great success in the running shoes segment with the likes of Adios Pro and Takumi Sen. The brand has not only focused on its high performance series but also taken effort to revamped other product line-ups (e.g., its Supernova & Ultraboost). It is clear that Adidas want to keep its product offering for widest range of customers in tip-top condition.

Innovations does not seem to stop with the brand. This year, its world-recording breaking shoes – the Adios Pro Evo 1 – was launched. It shocked the world with its high price tag for a running shoes and seemingly silly at that time. However, it is always easier to reach the top and take a step down than to breakthrough a ceiling for running shoes. Recently, Adidas has made waves with its Adizero Evo SL a performance training partner to the Adios Pro Evo 1.

The Adizero Evo SL has a full length LIGHTSTRIKE PRO foam without any rods or plates in them. It is part of a “Fast Culture” and made for everyone who wants to feel fast wherever life takes them.

Fast isn’t just about becoming faster – fast is a mindset that unites runners from how they race, to how they live. They demand products that match this fluid, hybrid way of life.

Adidas Fast Culture

Has Adidas created a new Product Segment?

The Adizero Evo SL is not the first product in the market that has a top-tier midsole. Nike has also released its Pegasus Plus which has full length ZoomX midsole. However, there are more similarity between the Adizero EVO SL and Adios Pro Evo 1 than in Nike’s case.

There has been many companion trainers for brands’ top racing shoes. However, the Adizero EVO SL might be the first that is set to be a companion trainer that is non-plated. Has Adidas once again made a new breakthroguh in setting the trend for the market?

Where does Adizero EVO SL sits in Adidas’s Portfolio today?

Looking at the table, it can be observed Adidas has a pairing system for its products. For example, for runners looking a tier higher from Adizero SL 2, they can look at the EVO SL. Those who have been running with Adios 8 can consider the Takumi Sen 10.

Could this be the start of a new product segment of a high performance trainer? How will the other brands respond to this move by Adidas? It remains to be seen if the EVO SL will be a success or a misstep.

About Post Author

Dean

Dean is the founder of Daily Running Co., a Singapore-based platform dedicated to objective, data-driven footwear analysis. Holding a Specialist Diploma in Data Science, he specializes in cutting through industry marketing to deliver independent technical reviews and real-time market insights.