Clarks is a so-called “brown shoe” brand, a.k.a. a Euro comfort brand, and has been for 200 years. So, it may come as a surprise to some that the British-based company marked its bicentennial with the introduction of its first-ever performance shoe. But lest you assume this is a “white shoe” (a.k.a. athletic brand) leap, understand that Clarks’ Pace walking shoe is no stretch at all.
“Clarks has been making shoes for 200 years, and walking in comfort is at the heart of everything we do,” says Gary Champion, president of Clarks Americas. “Whether it’s walking for fitness, traveling to a new city, shopping, or simply walking the dog, Americans are walking more, and who better to address this growing consumer category than a brand that spent the past 200 years perfecting comfort?”
Walk-friendly styles grounded in innovation include Clarks’ lightweight and responsive crepe-sole Desert Boot (1950) and Wallabee (1975) as well as its Unstructured collection (2007), which features ventilation holes in the midsoles to support air circulation. “We’ve always pushed the boundaries on innovation to deliver comfort footwear that blends craftsmanship, style, and all-day wearability,” Champion says.
New York state of mind: Clarks introduced its Pace walking shoe to 1,500-plus people hoofing it in Gotham.
Pace is no exception. The shoe is scientifically engineered with features that support every step of the walking cycle. Those include Infinity Energy Capsules in the sole to compress and rebound with each step and propel the wearer forward; a multi-layer sole with Clarks’ proprietary C360 super-critical EVA foam, providing cushioning, stability, and a responsive bounce-back feel; the S-curve TPU molded heel counter that delivers a secure fit and reduces pressure on the Achilles; breathable, friction-free knit uppers that promote circulation and flexibility; and C-Tread rubber outsoles for traction on a variety of surfaces. Pace is APMA-approved for encouraging healthy foot function and movement. SRP is $140.
Exactly how is Pace a better-designed walking shoe than various other running shoes? Champion says running and walking are fundamentally different movements with distinct gait cycles, from where the foot strikes to how the body absorbs impact. “Running shoes are engineered for running, not walking,” he says. “Pace is designed to help wearers walk farther, for longer.” Hence, the Pace tagline: “Because walking is different to running—your shoes should be too.”
Of course, wearing is believing. And Clarks is helping people do just that. The brand started with a launch event in New York this summer. A Clarks Pace truck popped up—with branded ice pops, water bottles, discount codes, and free pairs of Clarks Pace—in Midtown Manhattan at the corner of Fifth Avenue and 59th Street, steps from Central Park. The goal was to spark conversation, surprise passersby, offer try-ons, and ask the question: “Are you wearing the right shoes for walking?” Special guests Dr. Sarah Haller, a well-known, New York–based podiatrist; comedian and social media personality Veronika Slowikowska; and the Clarks Pace Patrol team engaged with more than 1,500 people. That was followed by a partnership with Strava on the “Set Your Pace with Clarks” challenge, which invited people to walk 12.5 miles between Aug. 9 and 22 and earn exclusive rewards as well as a chance to win a year’s supply of Clarks shoes. The challenge drew more than 120,000 participants worldwide. Clarks also held a walking event in partnership with Schuler Shoes and Twin Cities Live in September. “We’ve been investing in awareness and activations to make sure Pace stands out,” says Champion, noting that there’s more to come.
There’s an enormous potential audience for Pace. It starts with more than 150 million Americans who walk regularly for fitness. Then there’s the much larger population that walks in their day-to-day lives. In addition, studies indicate that 74 percent of people who buy running shoes, the biggest athletic category for years, use them for walking. All of these are potential Pace customers. “The gap we’ve identified is real,” Champion says. “The consumers’ interest in walking is real, and it’s growing. And Pace is a fresh, technical story that works and helps us establish Clarks as a serious player in the category.”
To that end, Champion says Clarks is competing directly with athletic companies for this market. Having strong relationships with many specialty comfort retailers, where Pace is being introduced first, presents an in, especially considering the Dear John letters many retailers have received from leading athletic brands in recent years. “That’s another gap in the market that creates an opportunity,” Champion says. “We’ve built a solid foundation of trust with our independent retailers, and they’ve given us permission to enter this category—one that’s right in our wheelhouse. This tier also has the trust of consumers and the knowledge to explain the technology. They’re the best marketing platform we have.”
So far, so good. Champion reports that the Pace launch has been well-received. “We’ve been excited and encouraged by how eager people are to engage with us about walking,” he reports. “We love seeing the smiling faces of consumers experiencing the Pace difference. Pace is the next chapter in our long-running, comfort walking story. We’re just getting started.”
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