CK: What feedback does adidas receive from runners? What are runners looking for from adidas?
Peveto: We receive all kinds of feedback, as you can imagine. Currently we receive the most positive feedback on our Supernova line. The number one thing we seem to hear consistently is cushioning. To our customers this is far more important than appearance, or even pricing.
CK: What’s good about the current running shoe industry? What’s bad about it and/or needs improvement?
Peveto: The good news is that there are a lot of good running shoes for runners to choose from. The bad is that the market is essentially a sea of sameness. Key personnel moving from brand to brand homogenizes things, consolidation of reputable material suppliers homogenizes things and consolidation of major retailers homogenizes things. They want to reduce their financial risk so they seek more of the same from competing companies. The key challenge is being different without being out of step with the market.