Running and Cycling to embrace the Groundswell

Whether in a city or rural country road, we have all almost been hit by a cyclist or have almost hit a cyclist. With the rise of bike lanes throughout the US, cyclists have a safer alternative to do what they love, encouraging interested parties to dust off bikes in storage or buy a new ride.

According to Google Trends, interest in bike lanes have had consistent peaks and valleys since 2004, slowly increasing with time.


With the increase of accessible bike lanes comes an expected uptick in cycling consumerism.  Companies are listening to the groundswell, focusing on how to tap into this in order to create in-demand products. And as The Groundswell book says, “product development is hard. Why not let your customers help you with it? (1)” By doing this, companies relieve the monetary burden of developing and testing new ideas as well as embracing a new consumer base. 


Adidas listens and embraces the groundswell as the cycling increases in popularity. Many cyclists love using Shimano Pedal Dynamics (SPD) pedals, which is when bike shoes clip into a uniquely designed pedal. 

But with the rise of casual biking, cyclists have the option to lug around bike shoes and use their preferred method of biking, or bike in everyday shoes. Unfortunately by cycling in everyday shoes, means the metal pedal digs into the bridge of your foot. With few good options or solutions, this problem has been circling the cycling community. That was until Adidas released the Velosamba sneaker, in 2021. These vegan cycling shoes have the outward design of the original Samba shoe but with the support and clip of a biking shoe. 


And just like that, it was a hit. 

These headlines show how Adidas has energized cycling customers by developing a product that directly satisfies the needs of their consumers, but the Velosamba also re-energizes existing Adidas customers as they add a new function to the classic shoe. By doing this, Adidas engages with the groundswell, afterall, “with customers in the loop, innovation happens more quickly because you can iterate—make continuous improvements. (2)"


In 1949, Adidas released the classic Samba shoe and has continually adapted to trends. The shoe morphed from a kangaroo leather soccer cleat for an icy ground to indoor soccer wear, a skateboard shoe, and a high fashion statement piece.

The new updates of the Samba, the Velosamba, supports the Adidas green initiative. The sportsbrand plans to reduce their greenhouse gas emissions by 30%. And hopes to continue to reach climate neutrality by 2050. Velosambas are vegan sneakers crafted with faux leather which is 25% recycled plastic, and the rest of the materials are made from animal free products. By creating vegan free shoes Adidas energizes a new audience: climate focused individuals. 

These shoes fit Adidas’ sustainability campaign as well as energizing eco-friendly consumers. On Instagram, @Adidas, features short form content to energize the whole of Adidas’ groundswell to work towards their collective climate goals. With Velosamba and countless other products, Adidas begins to clean the ocean and energize everyday citizens to support a cleaner world. In short, Adidas energizes and embraces the groundswell twice, by creating climate-friendly shoes for a underserved demographic, this is “shortening the distance between you and your next successful innovation. (3)”

There are no ifs, ands, or buts about it, Adidas synergizes their efforts in order to support a new and standing communities. 


____

(1) Charlene Li, Josh Bernoff. Groundswell, Expanded and Revised. Edition_ Winning in a World Transformed by Social Technologies  -Harvard Business Press (2011) (Kindle Location 2936). Kindle Edition. 

(2) Charlene Li, Josh Bernoff. Groundswell, Expanded and Revised. Edition_ Winning in a World Transformed by Social Technologies  -Harvard Business Press (2011) (Kindle Locations 2970-2971). Kindle Edition. 

(3)Charlene Li, Josh Bernoff. Groundswell, Expanded and Revised. Edition_ Winning in a World Transformed by Social Technologies  -Harvard Business Press (2011) (Kindle Location 3168). Kindle Edition.




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