With retro and lifestyle being so popular right now, it would seem that a brand like Saucony would have seen a return to prominence similar to Vans and Fila. This hasn’t been the case. The brand has seemingly abandoned that arena to focus on performance, leaving Orignals to the international market.
While a brand doesn’t have to change course because of one thing, in 2017 Saucony jumped on the wave of working with Influencers for the launch of a series of sneakers. The brand played the scarcity card when they hadn’t really built the relationship with lifestyle in an authentic manner. Internally, Wolverine, owner of Saucony, has gone through a number of changes and with their flagship Merrell doing better numbers, Saucony probably had to readjust to a U.S. market that was all in on adidas and Nike. This didn’t leave much room for a play in the U.S.
With Nike abandoning so many accounts with the Consumer Direct Acceleration, isn’t now the time to reevaluate the U.S. market?
Articles discussed in this post
arch-usa:
Vans ‘waffleheads’ vs Saucony (or insert brands) Influencers | Influencing Must Be Authentic
Saucony:
Tweets by SauconyOrigs
https://www.instagram.com/sauconyoriginals/
https://www.saucony.com/en/originals-mens-shop-all/
