The Courage to Step Out

I love it when companies have the courage to step out of their category and bring inspiration from outside of their current market. La Sportiva, a footwear company known for climbing shoes, has done just that with two new shoes, the Martini and the Mandala. Both shoes fit solidly in the climbing approach category with a sticky rubber outsole and a stiff midsole yet with skate shoe styling.

Most footwear companies in the outdoor industry get stuck doing mountain inspired designs. As the market has become younger many of these designs have been shunned for less effective but more stylish skate shoes. It takes courage to follow your customers by finding inspiration that is relevant to them and that may break from what is historically relevant for the brand.

It's evolve or die.