We “hack sports”
Here is an update about Airia, as a company and as my personal mission.
I have been an entrepreneur my whole working life. When we started Airia I really thought I did know a bit about business and marketing. But some businesses demand a global reach and some markets are over-saturated. The running shoe business and market has become that kind of industry.
It has been hard to reach out and get the recognition that the Airia concept deserves. Sales have been slow, the voice of Airia has been close to muted and resources have been scarce. Some would say the wise thing to do in this situation is to walk away. I guess I don’t do wise.
Some ideas and concepts are too good to be left to die at the roadside. When you know you have a superior concept you have to fight for it.
The history of patents are full of roadkills. Did you know that the clap speed skate, which broke all records in the late 90s, was patented 1894? Change is hard, being a pioneer is hard, but so is life.
So, as a company, we will continue to fight the fight. We will continue to make new and pioneering running shoes. We will do everything in our power to get the word out. We will tell the world that there has always been a true and remarkable performance difference between running shoe models. The broad knowledge of that difference was lost in the noise.
We will search for and find those differences and exploit them to a maximum. We will continue to experiment, test and hack the way running shoes are made, the way sportswear is made. We will share our experiments with you and we will ask you to participate in them. We believe that together we can make stuff that is inspiring, wonderful and faster.
We have always done careful testing of our prototypes and we are always performing new experiments. That’s how we have learnt that there are measurable differences between various running shoes. We have an urge to get all our hacks into products which get used in order to break records and push boundaries.
We are a new breed of running shoe companies. We are transparent, we listen and are listened to; one to one, many to one, one to many. We will keep telling you what’s happening, what we are doing and what we are planning for the future. We will show the tests and experiments we do, their successes and their failures. We will inspire and educate, we will search for inspiration and education.
First on our agenda is to continue to bring you our insights and findings into new, better running shoes. This is what we do every day. That is what we think of when we go to sleep at night and the first thing we talk about in the morning. We will also bring you along and show you what we do and how we think.
Secondly, we will change the industry. We need to investigate and show the differences that are already there, in products you already use. We need to learn even more about these differences and we need to educate about them. This is something we can’t do by ourselves, we will need your help.
We call our approach “hacking sports”. It is a new phrase but it is not a new concept. It is what has been done thousands of times in the history of sports. The carbon fibre golf clubs, the aero bar of cycling, the clap skates. The lists goes on and on and it is not restricted to gear. It can be done in running as well; it has already been done in running. People just don’t know it.
Looking forward to meeting you along the way.
CEO Airia Sports
- We want to make the fastest running shoes possible
- We want to build our shoes from genuine insight and understanding of running
- We want to have a scientific approach to running in general and our shoemaking in particular
- We will be our biggest critics
- We also want you to be the critic. Both to us and our competition
- We will share all insights on our shoes. Both positive and negative.
- We want to share knowledge and insights, our own and others we learn from.