The value of the U.S. athletic footwear market stands at $14.9 billion in 2023, and is expected to grow to $17.23 billion by 2028, according to Statista Market Insights. Analysts tout a continuing boom in recreational jogging and walking as well as a fashion pivot to running shoes in the workplace as the primary reasons for athletic footwear market growth.
That upward trend has caught the attention of one sports and recreation retailer that just released its first running shoe since the 1970s.
DON'T MISS: Iconic American Brand Goes Green
On June 1, the Seattle, Wa.-based REI rolled out the Swiftland MT (multi-terrain) running shoe for $130. The shoe comes from the REO Co-op, a “growing community of 23 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service,” according to the company.
In its new shoe release, REI didn’t directly explain why it waited about 50 years to release a new running shoe, although it did say the Swiftland MT is “based on years of gear designing, experience, customer feedback, and industry-leading sustainability insights.” The MT is designed with green living in mind, featuring a carbon-reduced technology design along with recycled or bio-based materials.
The shoe also demonstrates REI’s firm commitment to “broaden its running assortment and more deeply invest in the activity category,” the company stated.
"More than half of our customers who are hikers or campers are also runners, so we developed the premium Swiftland collection, and are expanding the run assortment we carry to give runners more options at the co-op," said REI general manager for footwear Fan Zhou. "The running community continues to grow every year, and it's been great to see REI Co-op support that growth with its own business expansion, product innovation, and partnerships."
REI is hardly the only sports apparel manufacturer sliding into the sustainable shoe market.
Adidas is already out with its Ultraboot Light running shoe, New Balance offers its Fresh Foam X brand running shoe, and Saucony is out with its Peregrine 13 shoe brand.
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