The children’s footwear business is a big one, but for years much of the attention and push by brands has been towards smaller-sized “take downs” of the shoe designed and engineered for the adult.
Something all too common with the process of reduction to the smaller size is not only a shoe that doesn’t fit the child as well, but often a scale-down in quality of materials, comfort, stability, and functionality. When you consider that many adult shoes in the basketball and training category are designed for individuals much taller, stronger, and more powerful than the average adult, you can begin to see that by the time the shoe translates to much smaller sizes that a child doesn’t necessarily have a shoe that scales to their performance needs, but rather just a scale to look like the shoes that come from the men’s shoe wall.
Simply, but bluntly put, most kids shoes are smaller sized knockoffs of the adult shoes. This ranks high in the ‘family fresh’ and ‘dress like dad’ departments, but it doesn’t bode well for the actual function of the product and the purchase: for the kid to have fun and move around as they play. Effectively, the scaled down sneakers lack the cushioning seen on men’s models and are not cut with a child’s frame in mind. One exception? Super Heroic.
Lead by Jason Mayden of Jordan Brand and Nike Air Monarch fame, this new line of footwear places the focus back on the kid and the ever so important benefits of simply playing. Whether it’s schoolyard games or just make-believe, the act of playing is known to greatly improve a child’s social skills, self discipline, imagination and even help with increasing issues like depression, attention span and anxiety.
Catering to kiddos and designed to play and feel like a superhero, this product is also joined by the League of Play events that actually get kids in motion and turn parks into superhero training grounds.
Look for the Super Heroic TMBLR v1 to launch online on July 15th for $99 with a League of Play event taking place that day in LA at Pan Pacific Park.