The athletic world sees a plethora of branded imagery that seek to define our sporting experiences. An entrance into this branded world sees elements of storytelling attached to these products that aim to define our lifestyle as consumers. To match up with societal demands for healthy living, we are made to negotiate with these brands that constantly promise us proficient and effective performances. In hopes of the realization of these elevated levels of performances, we gear up with certain running shoes and athletic wear that seek to define our innate desires for health, growth and wealth. Scanning through the T3 Smarter Living website to view its list of top running shoes for the spring of 2019, the themes of comfortability on all surfaces for the feet of runners is visibly of paramount importance. This need is exemplified by the design technology engineered towards making the Nike Zoom Pegasus Turbo and the Adidas Ultraboost Clima.

The Nike Zoom Pegasus Turbo engages with a system of pressurized air and tightly stretched fibres to absorb high impact while providing users with maximum cushioning. These shoes by Nike position subconscious mantras in us with an already established campaign where we are told to “Just Do It.” The Nike Zoom Pegasus Turbo in its elegance encourages runners to keep running, leaving the protection up to the foam technology that reduces stress on muscles, tendons and joints.

The Adidas Ultraboost Clima, on its part, stakes a claim to be the initial proprietors of the foam technology that has mesmerized and won the hearts of many running shoe lovers. This running shoe uses Thermoplastic Polyurethane (TPU) to absorb high impact and bounce back to its original shape. Its lightweight frame is a runner’s blessing allowing for surface glides, slides and lifts.

Pricing: Nike Zoom Pegasus Turbo – $240

Adidas Ultraboost Clima – $280

Other noteworthy mentions that lay an emphasis on runner comfort include: the Under Armour Hovr Infinite ($150), the New Balance Fresh Foam Beacon ($160) and the Asics Gel-DS Trainer 24 ($160).

A complete runner look requires a significant investment in athletic wear. The peculiar trend by individuals is visible in the cult-like following of a brand. As highlighted by my friend Sena, “Any day I decide to wear Adidas shoes to the gym, I need my entire gear to be Adidas. It’s just how it is meant to be.”

In the battle of athletic wear, the rivalry between Nike and Adidas remains undefeated. Brands such as, Under Armour and New Balance make a strong case for high-level performance practices through these wears that provide adequate breathability and unique comfort while exercising. These gears ooze an elegance that responds to a people’s cry for support whilst undertaking the rigorous task of physical workout.

The Nike Breathe Pro for men and the Nike Pro Crop Top for women redefine the notoriously sweat-wrenched experience in the gym by keeping its users cool, dry and comfortable over the course of their workouts. The go-to pants or shorts for the avid Nike wearers doesn’t really matter, as long as it is Nike obviously. The Adidas athlete mirrors the image of Nike gear, thus leaving the ultimate decision on the table of the consumer. A second-year student, Tolu, emphasizes the ubiquity of these major corporations highlighting that, “As long as it’s Adidas or Nike, I’m good.”

Frankly, all running shoe and athletic wear brands are geared to hold a sentimental value to the consumer. It may be the Nike check, the Adidas stripes or the montage of a local brand. Advertisers aim to put us in a flux. On this note, it is up to us to dissect these deployed technologies that make a case for comfortability and high performance in a bid to identify with a brand that truly resonates with our distinct senses of self.