Catch the 'Sanrini'... Outdoor Industry's Shoe War

[Asia Economy Reporter Seungjin Lee] The outdoor industry is flooding the market with new shoe models to capture the young hikers known as 'Sanrini' (San + children). This is because the number of young hikers who purchase shoes first before heading out for a hike has recently increased significantly.

According to the outdoor industry on the 13th, K2 recently launched the new model of its bestseller Flyhike, which has sold 380,000 pairs since its release in 2018, called the 'Flyhike Cube.' This product, designed with the concept of lightweight hiking shoes, applies a dual midsole featuring high-elasticity graphene foam and K2's proprietary Flyfoam technology.

The K2 ‘Flyhike Cube’ was released with a design suitable for light hiking as well as everyday wear, and thanks to explosive responses such as nearly 10,000 pairs sold within two weeks of launch, it has already entered its first reorder phase. K2 expects sales to increase even more steeply from mid-March, the peak shoe sales season.

Black Yak released the hiking shoe ‘Yak343 DGTX.’ The product name, which also signifies sustainable hiking, represents a functional hiking shoe that supports efficient energy distribution with 30% uphill, 40% downhill, and 30% daily use. The shoe incorporates Smart Foam that effectively absorbs and disperses pressure on the foot, aiding efficient energy use.

Alongside this, Black Yak unveiled three videos of its first advertising campaign for the 2021 S·S (spring·summer) season featuring singer IU, aiming to target hikers.

Kolon Sports also upgraded and introduced the outdoor sneakers ‘Move,’ inspired by ridge shoes. Using Gore-Tex 3-layer lining, it offers excellent breathability and waterproofing, and applies Vibram’s MegaGrip outsole to enhance traction, reducing foot fatigue even after long walks. Nepa’s ‘Spirit Gore-Tex’ features Gore-Tex Invisible Fit technology that provides comfortable wear and fit, offering waterproof, windproof, and breathable functions, while the Light Force V outsole delivers optimal grip.

Shin Dongjun, Deputy Head of K2’s Shoe Planning Team, said, "As hiking culture is spreading mainly among young people, we are focusing on launching products that enhance design along with outdoor functionality." He added, "Especially shoes not only showcase differentiated technology but are also the first product category new hiking customers purchase, so most brands are expected to put all their efforts into shoe marketing."