History and Interpretation of Innovation: Diffusion Case study on the Innovation of Sneakers

Diffusion of Innovation A case study of

Sneakers

By Shaily Parikh

DMGT 702 History and Interpretation of Innovation

Introduction - Then vs. Now

From a crude rubber soled Invention

To being a Sneaker culture

(In pop culture)

To the feet of celebrities and athletes worldwide Also being a popular sub-genre of fashion

Far beyond simply being a Utility

THEN NOW

THE INNOVATION

How did Sneakers came into existence?

History of Innovation

Travelers filled up shoes with Moss and Hemp for more comfort

Egyptians began making shoes from woven reeds

Charles Goodyear developed vulcanization - simpler to make rubber-soled shoes. Late 1800s

Wait Webster patented the process of fixing India rubber soles to shoes

A bunch of small rubber companies started making Plimsolls

The Generation of Innovation

Recognizing a Need or a Problem

Sand shoes frequently burst

Originally sold by the Liverpool Rubber Company and marketed as beachwear

Commercialization

Research and Develop Companies started adding a thinner rubber band for better support

Diffusion in Athletic Activities because of their grip and comfort

Military became their Early adopters with their standard physical kits and mementos

Diffusion and Adoption

The Generation of Innovation

Keds Shoes quickly recevied the nickname

Recognizing a Need or a Problem

Need of shoes in the American Market

Sneakers

Because they were so quiet that someone could easily sneak-out with them

Commercialization

Research and Development

This US Rubber company produced refined and mass produced version of canvas-rubber soled shoes

The Diffusion and Adoption of Sneakers gave rise to

Diffusion and Adoption

THE ANALYSIS

How did Sneakers get diffused?

Diffusion of Innovation

An advertiser working for U.S. Rubber and Goodyear noted the shoes were silent when you walked, allowing you to "sneak" up on someone

Communication Channels

World's first high-top Basketball sneakers were introduced

U.S. Rubber and Sneaker gangs acting as change agents

"Sneaker gangs " of young hooligans started roaming the streets of NYC

Diffusion of Innovation

Converse made its All-Star shoe the "signature shoe' of basketball player Chuck Taylor.

As part of the de countr Converse snea piece of A

Chuck Taylor wearing the first Converse All-star

Diffusion of Innovation

Jesse Owens won four golds at the Berlin Olympics wearing shoes made by Rudolph and Adolph Dassler.

he brothers later split and formed two new companies: Puma and Adidas

Both being the prim casual snea

Jesse Owens in Berlin Olympics

o r d a n s

Diffusion of Innovation

Nike collaborated with Michael Jordan and gave birth to Air Jordan

For a kid, it was saber from Star W p This collaborati lands

Michael Jordan wearing the Nike Air Jordan

Notice a common pattern in all of these events ?

Strong Communication channels and Change Agents...

Elements of Diffusion

Channels

Change Agents

Mass Media

Channels

Interpersonal Channels

Change Agents

Basketball players acting as change agents

Change Agents

Newspapers and TV Advertisements publicized shoes and sports stars

Basketball players acting as change agents

Mass Media

Channels

Change Agents

Newspapers and TV Advertisements publicized sports

Sneakers became wildly popular among young fans

Basketball players acting as change agents

Mass Media Channels

Interpersonal Channels

Elements of Diffusion

Innovation

Communication Channels

Time

Social System

Innovation

Decision Process

Knowledge

Persuasion

Decision

Implementation

Confirmation

Reinvention

Knowledge

Athletic shoes were used by competing athletes at the Olympics, helping to popularize athletic shoes among the general public

Knowledge

Athletic shoes were used by competing athletes at the Olympics, helping to popularize athletic shoes among the general public

Persuasion

Kids in the inner cities called sneakers “limousines for the feet” because of their popularity and comfort

Decision

Knowledge

Young boys lined up to buy sneakers endorsed by athletes

Athletic shoes were used by competing athletes at the Olympic helping to popularize athletic shoe among the general public

Persuasion

Kids in the inner cities called sneakers “limousines for the feet” because of their popularity and comfort

Decision

Knowledge

Young boys lined up to buy sneakers endorsed by athletes

Athletic shoes were used by competing athletes at the Olympics, helping to popularize athletic shoes among the general public

Persuasion

Leisure opportunities greatly expanded, and people began to wear sneakers as dress codes relaxed

Kids in the inner cities called sneakers “limousines for the feet” because of their popularity and comfort

Decision

Knowledge

Young boys lined up to buy sneakers endorsed by athletes

Athletic shoes were used by competing athletes at the Olympics, helping to popularize athletic shoes among the general public

Persuasion

Leisure opportunities greatly expanded, and people began to wear sneakers as dress codes relaxed

Sneaker sales began to adversely affect the sales of conventional leather shoes, leading to a fierce advertising war for market share

Kids in the inner cities called sneakers “limousines for the feet” because of their popularity and comfort

Re-Invention

Trying to make lighting strike twice, competing companies like Reebok and Adidas tried to recreate the aesthetic of the Air Jordan, even mixing in exotic colors, developing new comfort technologies like ‘the pump’ that would fill your sneaker with air for a better fit.

Attributes of Diffusion

Rate of Adoption

Degrees of Diffusion

Relative Advantage

Compatibility

Complexity

Trialability

Observability

Relative Advantage

From Utility - to a Fashion symbol, Social status and an entire Culture

Compatibility

Sneakers was highly compatible and comfortable when the outdoor activities increased

Relative Advantage

Compatibility

Relative Advantage

Complexity

People found sneakers very easy to use as technology advanced

Compatibility

Complexity

Mass production of Sneakers by every small and large companies increased their supply in the market

Trialability

Relative Advantage

Compatibility

Trialability

Relative Advantage

Complexity

'Sneaker Trends' decade after decade increased the observability of the innovation

Observability

Innovation Triggers

Social Social

Jogging and other outdoor activities became popular by the 1970s, helping shoemakers sell sneakers to more than just Athletes

Sneakers started becoming a status symbol among celebrities as well as general public which shaped their social circles

Innovation Triggers

Technology

Technological advances triggered the diffusion of sneakers on a great level where every brand wanted to add a new technology in their sneakers

Cultural

Hip Hop and Rock&Roll cultures used Sneakers as their go-to casual footwear

Types of Innovation Decision

Optional Collective Authority

People started including Sneakers in day-to-day attire

Formation of Sneaker gangs

Sneakers in school dress codes

Consequences of Innovation

"Sneakerheads" started collecting Sneakers and Sneaker-collection became popular by day

Sneakers became Staples for Modern fashion

Consequences of Innovation

Celebrities signing multi-million dollar deals with Sneaker companies

Companies like Nike, Under Armour, Xiomi are coming up with Smart Shoes

Where will this end ?

Americans own 7 pairs of Sneakers on an average

Thank you