What began as a running company’s confusion over the word “biannual” has inadvertently solidified into a release strategy involving updating each shoe twice a year — instead of once every other year.
With no feasible way to admit to shareholders they made a mistake, the company is doubling down on its “biannual blunder” by doubling the releases of each of the 17 shoe models, for a total of 34 annual updates. And that’s not including its 4 trail pairs (8 additional annual updates).
Given there’s typically minimal updates to a shoe once a year, the company certainly has its work cut out for them in the figurative “innovation department.” A task that should prove to be quite difficult given the recent companywide layoffs, including in its literal Innovation department.
The company’s CEO issued a statement on the strategy:
“The annual shoe update model has become so antiquated. What you’re seeing with our move to a biannual release schedule is an intentional effort to remain on the cutting edge of running shoe development. Folks rely on us for innovation, and if that means releasing 4 updates of 1 shoe in 2 years, then that’s exactly what we’ll deliver, all with a smile. Because we’re genuinely thrilled about this decision. And if there’s anything we’ve learned over the years, it’s the importance of pivoting in the face of adversity. Also, the value of communication.”
The company will now ask brand loyalists who typically purchase one annual shoe update to now purchase two annual updates of the same pair. It’s no small ask, especially amid global economic uncertainty and increasing consumer price sensitivity.
It’s not common for a word to have two entirely different meanings. However, when it does, it’s absolutely critical that a team ensures it’s not only on the same page of the dictionary, but also on the same definition.
