Sports Brand Market Full Of Gunpowder, New Running Shoes Welcome London Olympic Games

2012

The world is beginning to get busy.

While athletes from all over the world are ready to fight and prepare for war, there seems to be a smell of gunpowder on another battlefield.

Market.

Take the running shoes as the Olympic Games official partner or the national team sponsor, all the big brands have launched their own "secret secrets", such as: Adidas launched the "CCSeduction" series, known as the 360 degree breathable design; Nike launched the "FlyknitRacer" technology to make shoes as light as wings; Jordan's new "A3CS" full cycle ventilation system, precipitated its exclusive research and development of integrated technology of cushioning and breathability; in the new season's product "MINIMUS" series, New York paun has done a good job in the sense of permeability and lightness.

These "hi tech" with all kinds of English words seem to have dazzled the consumers. People can't help asking: is there really so many patterns in the running shoes?

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"CCSeduction", for example, has a nice Chinese name for this series of running shoes, called "Qingfeng".

Shoes, like their name, want to be ventilated and ventilated in all directions. The upper part of the shoe is pressed film module and high permeability mesh fabric.

"Mesh materials can not only dissipate heat, but also greatly enhance the permeability of running shoes. At the same time, mesh materials can effectively prevent the deformation and enhance the binding force of shoes during movement or walking, thereby reducing the friction between feet and shoes, which reduces the chance of blisters."

Qu Feng, a professor of sports biomechanics at Beijing Sport University, said.

There is also a design that can help breathe, "Qu Feng said." the open type honeycomb foam structure and blinds chassis structure are applied to the soles, which will keep the feet in the vigorous movement and keep the air flowing outside the shoes.

Moreover, the honeycomb structure is a hollow columnar structure. The superiority of this design is to ensure its good compressive performance while reducing weight, so that the motion performance can be improved.

"Some businesses often exaggerate their own technologies when they advertise products, but they are only gimmicks after all.

But some technologies that have been developed and improved over the years should be recognized.

Qu Feng said, "but the materials used by big brands such as Adidas and Nike are monopolized, and other businesses can not buy them.

Now domestic sports brands are also actively developing their own innovative materials.

Lining, who has successfully grabbed the five sponsorship powers of gymnastics, diving, table tennis, shooting and badminton in China's Olympic delegation, has also made new moves: "Lining bow" running shoes upgraded to "double arch", upgrading the single arch structure to "X" structure, and greatly reducing the pressure on the arch.

Another kind of running shoes, called "light boat", uses light weight mesh fabric to reduce stitching and splicing, and shoe sole rubber uses special technology. The weight of the whole pair of shoes is only 220 grams.

"Running shoes are divided into two types: training shoes and sports shoes.

The professional running shoes of the competition should be designed to reduce their cushioning performance, because the long buffering time will affect the performance, while the training shoes require more protection for the athletes and protect them from injury, so the sole should be thicker and the weight should be heavier.

Professor Qu Feng told reporters, "mass jogging shoes are close to training shoes, generally used for people's daily fitness activities, not pursuing achievements and professionalism, focusing on the fit, breathability and cushioning properties of shoes."

Therefore, when purchasing ordinary jogging shoes, ordinary consumers should choose according to their needs rather than "not the best, but the most expensive".

"In the future, the technology of jogging shoes should focus on the regulation of temperature and humidity in shoes, so we need to make articles on sole and insole."

Qu Feng said.