The only problem is, no one knows what to
expect from a brand new running shoe release.
Companies which make running shoes seem to
build their promotional boilerplate from a very
narrow set of keywords. It is almost as if all
these brands refer to a single dictionary of
marketing adjectives every time they want to
sell a shoe. And going by the words thrown
around, that dictionary must be very, very slim.
‘Responsive’ is the most abused word, done to
death by brands to promote a midsole behavior
which might mean either soft, soft with a
springy feedback, firm, firm and reactive, or
even something with no feedback at all.
Nothing is more abstract than running shoe
marketing, where a set of identical sounding
words is open to a diverse(and often
confusing) range of interpretation.