Geox is studying the launch of a collection of sports shoes to be sold mainly in its single-brand stores and specialized shops along its well-known existing classic and casual ranges of footwear and an expanded line of functional clothing. The diversification will require larger stores, and the group is working on that.
The company does not intend to cover all the categories of the sports shoe market. It is currently testing some models, which could be presented to the trade by the end of this year, and still has to define its commercial strategy. The sports models are due to be priced in line with the group’s existing styles, which are sold on average at about €100 a pair at retail. They will be targeting mainly teenagers and adults.
Developing a line of sports footwear is a logical evolution for its patented perforated rubber soles, whose task is to eliminate perspiration. They would be suitable for any activities that lead the wearers to sweat abundantly. The company has not given any indications on the type of shoes it will develop but there is speculation that it could focus on jogging sneakers, which require less know-how to develop than specialized footwear like football boots.
Geox already has limited experience in the sports sector, developing a few individual running and walking models that have been presented at the ISPO fair in Munich over the last couple of years.
The company has also developed a few items of casual apparel, such as wind-cheaters used in sports like sailing. The company does not rule out that in the future it could also launch a specific line of active sportswear.