Nike is looking for new segments of "athletes" for the creation of new products that complement their activity. And in this case they have looked at the growing number of people who are taking up walking as a new physical activity, mainly after the COVID pandemic. The American brand has launched a new concept of walking shoe called Nike Motiva. This new model is designed for those who enjoy walking on asphalt or non-technical trails, and its development has put the focus especially on women (although the shoe is also available for men).
Nike Motiva: A data-driven design
The design of the Nike Motiva is based on data collected by the Nike team, which observed that most women (primarily) who logged their first workout on the Nike Run Club app averaged a mile time of 13 minutes, that's roughly 8.08 minutes per kilometer. This pace involves a combination of walking, jogging and running, with frequent stops and starts - so why not design a shoe that's for fast walking and even jogging if necessary? The Nike Motiva is designed for these people, who may not consider themselves to be "runners," but want to experience the benefits of walking and occasionally running at very gentle paces.
Key features
The Nike Motiva focuses on three key features: comfort, a rocker geometry and fit. The sole of the shoe is not flat, but has an exaggerated curved shape with a wavy outsole pattern. This feature is designed to help people who tend to land in their stride with their heel, to achieve greater fluidity in their step-to-stride. Minimizing fatigue in the first place, and achieving a more fluid pace.
In addition, the Nike Motiva features excellent cushioning, with a 12 mm drop (the drop is the difference in height between the heel and forefoot). Nike calls this foam Cushlon 3.0 and it offers a soft feel without feeling soft, protecting our joints and offering some energy return in each stride.
In terms of fit, the Nike Motiva is quite roomy and features a fairly wide forefoot, arch and toe area. This design was also based on feedback from users who indicated that they prefer a shoe with a wide last to a narrower, tighter shoe.
Who are the Nike Motiva for?
The Nike Motiva is not designed for regular running. It is an idealshoe for walking at all paces or even to combine walking and running at a gentle pace. For people of all weights and for terrain, especially asphalt or gravel or dirt tracks. Not suitable for technical terrain.
Nike and the focus on walking shoes
Nike s decision to launch the Nike Motiva is based on a growing awareness of the popularity of walking as a form of exercise. According to the U.S. National Health Interview Survey, more than 30% of U.S. adults reported walking at least once in the previous week. In comparison, about 15% of U.S. adults reported running or jogging at least once in the previous week.
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