Brands Race to Become the ‘Shoes of Athletes’ at the Olympics

There’s a new sport making waves at the 2024 Paris Olympics, the brand competition to develop the fastest shoe.

With major brands investing heavily in research and innovation, this intense rivalry is on full display at the Games, where the world’s top athletes are donning state-of-the-art footwear designed to maximise their performance and break records.

In the heart of Boston, New Balance’s sports research lab is pushing the boundaries of sports technology. The lab features advanced tools such as Andi, a humanoid robot that simulates human sweat and breathing. This $500,000 investment aims to enhance sportswear that optimises body cooling and moisture evaporation. Yet, the lab’s true innovation lies in its ‘slam lab,’ where New Balance has developed the groundbreaking FuelCell MD-X v3 super spike. This shoe incorporates cutting-edge foam and carbon plate technology, refined through extensive testing to capture athletes’ real-time motion and physical forces.

The Olympics will see the culmination of years of research and millions of dollars in development as athletes like Sydney McLaughlin-Levrone and Femke Bol vie for gold in the 400m hurdles. New Balance’s hopes are high that their super spike will contribute to record-breaking performances, a testament to the power of innovation in sports footwear.

For leading brands like Nike, Adidas, Puma, and New Balance, the Games represent more than a showcase of athletic prowess—they are a battleground for brand supremacy. A gold medal can significantly influence consumer perception, embedding the idea that the right shoe can enhance personal performance.

Nike, once the leader in this field, faces stiff competition as other brands catch up. While Nike’s Dragonfly and Victory spikes dominated past events, recent studies indicate that competitors like Asics and Adidas are closing the gap with their innovative designs. Notably, Nike’s latest marathon shoe, the AlphaFly 3, has not outperformed its predecessor, while Adidas’s Pro Evo 1 offers comparable benefits at a premium price.

The quest for innovation continues unabated, with brands exploring new materials and design tweaks. Puma’s new superfoam, for instance, boasts a unique aliphatic TPU composition, distinguishing it from competitors. This innovation has already led to impressive performances, including world records set by athletes like Armand Duplantis.

Beyond footwear, advancements in track technology and nutrition also contribute to faster times. Modern tracks are engineered to propel athletes forward, while nutrition companies like Maurten provide supplements that enhance endurance.

The revolution in athletic footwear and performance technology is just beginning. Brands are poised to unveil even more groundbreaking designs, promising a future where athletes continue to shatter records. As Kevin Fitzpatrick, New Balance’s global vice-president, asserts, “2025 will see us take another huge step forward.” The race to define the ‘shoes of athletes’ at the Olympics is on, and every brand is striving to cross the finish line first.