✍️#4: Who asked for this? ZARA has entered the chat.
ZARA expands their SPORTS TECHNICAL line for 2025 with the "Long-Distance Running Shoe."
Disclaimer: While I wish this was a case study on both men’s and women’s offerings, currently, ZARA Athleticz is only a mens line.
WHAT IS ZARA?
The fast-fashion uninitiated, ZARA is a multinational e-commerce brand that has developed far from its humble roots as a clothing shop in Spain in 1975. Currently, ZARA operates around 3000 physical stores around the world and it’s e-commerce arm is a huge revenue generator, allegedly topping out at 26.5 billion Euros in 2023 (about half of what NIKE pulled in). Like many brands in the category (like H&M, Shein, etc.), ZARA excels at making products that look eerily similar to hot products on the market, but present them at a cheaper price point. Fast-fashion brands like ZARA have countlessly been accused of forced labor, environmental pollution, and general fueling of overconsumption culture. In addition to these major infractions, ZARA and other fast-fashion brands have been accused of countless copyright infringements.
…ATHLETICZ?
As fast-fashion brands do, ZARA followed the activewear trend by starting their ZARA ATHLETICZ line. Familiar, yet unfamiliar, right? This array of basics and minimal branding may make us think about the core apparel assortments from large brands and small brands alike — Nike, Adidas, Under Armour, LSKD, ASRV, Bandit, Pas Normal, etc.
Even in the Athleticz footwear assortment, I see familiar design language from La Sportiva, Adidas, Yeezy, Salomon, Nike, etc.
However, these silhouettes may feel unfamiliar for a few reasons: ZARA’s decision to not advertise through traditional channels, ZARA’s focus and penetration in the European Market, the newness of the Athleticz collection.
CARBON PLATES AT ZARA?
Let’s dive right into the value proposition of this shoe — as ZARA is known to make lookalike products from well-known brands at a better price, how does it compare?
ZARA’s “Long-Distance Running Sneakers” boasts a TPE-A foam and a carbon plate at the price of $169.00 USD…no word on weight yet. At risk of being destroyed by my footwear-inclined friends and being exposed by the Directive Collective for my lack of knowledge in the game: TPE is a type of foam that you see in Adidas LightStrike Pro, Saucony IncrediRUN, Sketchers HyperBurstPRO, Nike React/ReactX, Altra EgoPRO, Puma Nitro, Mizuno Enerzy and Enerzy Core, and Reebok Floatride Energy.
It’s tricky though — not all shoes are an apples to apples comparison. Even when the foam is the same, factors like overall geometry, plate quality/responsiveness, and durometer of foam can make these shoes differ in price and efficacy. Frustratingly so, we know nothing — this either could be a solid deal on a plated shoe or an absolute clunker.
WHO ASKED FOR IT?
In the fall of 2024, ZARA hosted SpeedRun, their inaugural 10k in Madrid where the Long-Distance Running Shoe was visible for the first time. The event sold out, and was seemingly a smash hit! However, the merits of the activation event are unknown — did they validate the Athleticz brand and their offerings (including the shoe)? No idea.
Outside of the merits of the shoe itself, which feel like an unknown until we have a Jeff-Dengate-inspired table saw dissection of it, let’s ask the larger question of who this shoe is for.
For example, although this shoe feels inspired by the design language of the upcoming 2025 Saucony Endorpin Series, it feels unlikely that this shoe is for the customer who aspires for the look of a Saucony shoe, but prioritizes cost over performance. For years, Saucony has quietly built a captive audience of core runners who value the efficiency, technology, messaging, and presentation of their offerings.
It seems more likely that this shoe was made for the ZARA ecosystem customer—but what does that mean? An ecosystem customer, in my opinion, is the shopper who purchases something in the fashion label of the brand with a value alignment of cost-consciousness. They want the style at a bargain price. When the person approaches outdoor/lifting/running, ZARA’s Athleticz line provides an array of apparel (and now shoes) that aligns with the cost-conscious customer as well. They stay in the ecosystem that ZARA creates because they share the values of the brand’s strategic offerings. Hell, this person may even purchase from ZARA HOME for plates on the same principle! However, I don’t want to necessarily assume that this customer is “less core” than someone who is willing to spend more, because we don’t really have the data in the US to support that notion at all. Think about it: the creation of a carbon-plated shoe places the bet that their audience (and potential audience) are aware of carbon plated running shoes, their purpose, and their benefit.
There is also a wildcard chance here that the Athleticz brand solves a global problem of distribution and access of athletic apparel and shoes across territories may need it. For example, someone could potentially prefer get Athleticz apparel and shoes in a country that Nike does not distribute. This does seem unlikely though.
IS ZARA SERVING THEIR ECOSYSTEM AUDIENCE OR DO YOU THINK THEY’RE MAKING A LARGER PLAY?
SMALL BRAND MENTALITY SLINGSHOT
I’ve had the pleasure and privilege of connecting with individuals who aspire to build their careers in the outdoor industry and to flourish within it. In this segment, get to know and connect with them to slingshot their personal development and see what they’re up to!
Meet Liam McKinney
Liam is a photographer and filmmaker from North Wales, U.K., now based in Manchester. His work is driven by a passion for sport, movement, and human endeavor. After cutting his teeth for five years in the corporate world, he took a leap of faith to pursue a creative career. From established brands to startups, activewear to supplements, Liam’s mission is to help brands tell their story through stunning visuals with an edge and a touch of grit.
Currently, he’s documenting the journey of a Hyrox athlete, capturing their path from injury to the 2025 Chicago World Championship, with hopes of turning pro. Always eager to collaborate, Liam is on the lookout for like-minded, passionate individuals.
Like what you’re reading? Buy me an NA Beer below to keep me fueled up!
This marked the official commoditisation point of carbon plated shoes.
They're now no longer a special product that's viewed as having been engineered by the top shoe designers and researchers.
It unfortunately diminishes the whole category, and will make consumers less excited about the next indie running brand that does a super shoe.
(Imagine how you'd feel about the Eliot Racer had ZARA beat Tracksmith to putting out a super shoe...IMO it'd feel much less 'super')
I don't think anybody would be surprised to hear ZARA entering athletic appearal. That move seems to target a need for affordable clothing. It caters to both existing ZARA and fast fashion shoppers, and an affordable athletic apparel line may attract some avid runners (maybe). I don't see avid runners going for a fast fashion performance shoe though. The performance shoe seems like a low hanging fruit. It has seeped into street fashion, with celebrities grocery runs to fashion weekends. At the end of the day ZARA is a money making machine and footwear has the highest margins in fashion so "why not".