Recognizing at long last that naming a running shoe after a devastating natural disaster is deeply problematic, Saucony announced its “Hurricane” model is renamed to “Earthquake” effective immediately.
It took Saucony 25 editions and more than a quarter century to realize how tone-deaf the “Hurricane” name is, but better late than never. Although, “Never late is better” as Canadian rapper and Kendrick Lamar’s punching bag Drake reminded us on his 2010 track “Fancy” off his debut album Thank Me Later.
Why the change?
The brand said the biggest reason for the name change stems from cultural relevance. Namely, hurricanes, typhoons, and cyclones are essentially the same storm, but their names vary based on location. Hurricanes are the term used for storms in the North Atlantic, central North Pacific, and eastern North Pacific.
The often-mispronounced company hopes the more geographically appropriate “Earthquake” helps the shoe translate better internationally and boosts sales.
Another key factor in Sock-a-knee’s decision to name-swap comes from the nature of the two “acts of God.” Saucony notes:
“Earthquakes are big and strong. They have a sudden, unpredictable nature and can cause immediate and widespread damage to buildings, infrastructure, and land. Hurricanes, on the other hand, are soft. They’re gradual and offer a period of warning allowing for evacuation.
After all, earthquakes have statistically been more deadly than hurricanes, historically speaking. Plus, with global warming increasing the severity and potential devastation of earthquakes, there’s never been a better time to go ‘all in’ on these earth-trembling catastrophes.”
Lastly, the “run for good” brand admitted how dangerous it sounds for runners to say they’re running in a hurricane. It also conceded that it sounds flat-out awkward to say. Like, who in their right mind would ever go running outside in a hurricane?
Statement
Saucony issued a full statement as part of the announcement:
“With the name change, we wanted to invoke feelings of ultimate power and total domination, paying homage to the way we’ve undeniably conquered the shoe market while taking no prisoners. We think it’s safe to say, we absolutely nailed it.
Hurricanes are very one-dimensional, whereas earthquakes can lead to a variety of damaging effects such as landslides, tsunamis, and fires. The “Earthquake” moniker aligns much more closely with our brand and core values. It was a natural synergy.”
As part of the announcement, Saucony introduced a new tagline for the shoe: “Hurricanes are local, but earthquakes are global.”
Back in 2022, the Hurricane — now “Earthquake” — was discontinued after 23 editions of the beefy stability shoe. No one cared, unlike the public outcry a decade earlier forcing Brooks to rescind its discontinuation of the beloved “Launch.” Then, in 2024, Saucony pulled an MJ, and said “jk,” and brought the shoe out of retirement.
The “Earthquake” is now available for purchase on the website of the company that’s named for a river in Pennsylvania despite relocating from the Keystone State more than five decades ago.
