It's 2024, do you still follow Warren Buffett. The "stock god" that was popular all over the country in the past is still a living signboard in the investment community, and his every move has earned enough attention.
No one is sure how much industry this legendary figure surrounded by shining points has invested in. He sometimes invests as much as he plays, often investing in things like Coke, newspapers, and Brooks running shoes.
Some of you may have heard that although the old man is now in his 90s, since 2013, Brooks has held a 5,000-meter race called "Invest for Yourself" every year, which usually attracts tens of thousands of investors, eager to flop the big guy.
However, Warren Buffett invested in Brooks, not only because he has a habit of exercising, but also because the running shoes business is really profitable.
Let's not mention foreign countries, just talk about ourselves. You can look back on your consumption on "wearing", and it is not difficult to find that shoes are the largest part of expenditure. And with the growth of age and the needs of life and work, running shoes seem to be becoming more and more popular.
The reason is very simple, running has gradually become popular in the past two years, and running shoes with high technology content and direct impact on the running experience have of course become a big consumer trend and have attracted people's attention.
Let's just put it this way, two days ago, Douyin released a report, which said that the number of views of related content of running shoes exceeded 460 million, and the keyword search index of "running shoes" increased by 237.85% year-on-year, highlighting the outrageousness in an outrageous.
Why do people care so much about running shoes? Probably everyone can give you a reason.
But in my opinion, running shoes have obvious characteristics compared with other sports equipment, on the one hand, regardless of whether they are running veterans or novices, running shoes have a significant improvement in sports experience; On the other hand, even if you don't want to run one day, your running shoes won't be dusty, you can still wear them to go out, and other sports equipment... After you get out of the pit, nine times out of ten you will be thrown into the corner and eaten with ashes.
Running shoes are a thing that everyone understands, and the speed of upgrading is fast, and there are manufacturers all the time in new tricks. In this line, you can't live if you don't roll.
A few days ago, manufacturers made efforts on carbon plates, and after two days, we began to study the material again, especially in the past two years, structure, weight, process... Every once in a while, a new running shoe comes out.
And now, there is a manufacturer who has done a revolutionary job, breaking the traditional shoe-making logic in the midsole dimension.
On September 17, Brooks Brooks, a 100-year-old professional running shoe brand, held its world premiere event in New York.
The star is the breakthrough shoe of its cushioned running shoe line, Glycerin Max Super Glycerin, which is also the ruthless work we talked about today.
Before we get to know why we dared to crown Brooks' new shoes as revolutionary, let's give you a general idea of the structure of running shoes for those who don't know much about running shoes.
The structure of a running shoe can be broken down into various parts, and we will briefly divide them into four parts, namely the outsole responsible for slip resistance and grip at the bottom, the midsole responsible for stability & cushioning and rebound (Midsole), the insole to avoid friction between the sole and the seam (Insole), and the upper part (Upper).
Of course, these parts are very important, but the midsole is more like a battleground since ancient times, and the running shoe manufacturer does not have an exclusive secret in the midsole process, so consumers will have to consider whether to pay for it. After all, the shock absorption effect that running enthusiasts talk about basically depends on the midsole.
Because each part of the sole of the foot is subjected to different forces, consumers are more demanding, and they need to change the law. Running shoe manufacturers racked their brains and went on a rampage for research on the midsole.
There is a traditional way of production is that consumers need what function of the midsole, then the manufacturer will add some suitable materials to the midsole, the representative case is the various shapes of carbon plates, and the use of glass fiber instead of carbon fiber has been popular in the past two years.
Sometimes the midsole of a running shoe will add parts such as airbags and foam, and finally the midsole is like a machine that combines various parts.
The midsole of Glycerin Max Super Glycerin is made in one piece.
Maybe someone is going to raise their hand when it comes to this: the integrated production you are talking about is all leftover from 800 years ago, and this can also be said to be a revolutionary and ruthless work?
Of course, not only that, the integrated production process is only the foundation, and the real beauty of Glycerin Max is that it accurately regulates the size molecules with different properties on the basis of the integrated process, so that different areas of the midsole can achieve different effects.
The hind part is mainly made of macromolecular particles, which is softer and cushioning, making you more stable and comfortable when you land; The forefoot area is mainly made of small molecule particles, and every step makes people feel elastic and powerful, and you can feel the explosive power without too much effort when running.
Here's a simple test to see how different parts of Glycerin Max Super Glycerin Midsole perform with the naked eye.
We've been tearing down Glycerin Max Super Glycerin for the past few days, taking out its midsole and then taking the ABCDE five points from forefoot to backfoot on the midsole.
Then we fixed the midsole on a horizontal plane, and then aligned one end of the acrylic tube prepared in advance with the marked point, and dropped the small steel ball vertically from the other end. Then observe how high the ball bounces off for the first time after falling onto the midsole.
At the E point in the hindfoot, the ball bounces up to 18.6 inches.
However, as the forefoot gets closer and closer, the bounce height of the small steel ball gradually decreases from 12.75 inches at point D to 12.25 inches at points B and C.
Since the midsole is prone to displacement when testing the forefoot, we did a secondary reinforcement.
However, we found that at point A in the forefoot, the ball bounced back up to 13.5 inches.
Point A is limited to shooting, the lens is closer, and you can zoom in to see the specific data
Even though the forefoot is significantly thinner than the hindfoot, the forefoot still has a more pronounced rebound effect than the middle part, which is of course due to the small molecule particles.
In order to achieve this kind of integrated production with the same material, but show different properties in different areas, of course, it is not as simple as putting the material into the mold and pressing it.
Glycerin Max 超级甘油的中底背后的秘密，是 Brooks 新一代的拿手好戏——双重分子注氮技术 DNA TUNED 。
Brooks fans may know that they have previously had shock cushioning technologies such as DNA LOFT and DNA FLASH, and the current DNA TUNED is developed and innovated on this basis.
So how did the all-in-one DNA TUNED come about?
First, let's take a look at the material of the Glycerin Max Super Glycerin Midsole, which is made up of EVA, rubber, and air. EVA is certainly not a Genesis Evangelion, but an ethylene-vinyl acetate copolymer that is widely used in the footwear industry.
The material in the midsole will eventually chemically become two molecular particles of different sizes and properties, as we mentioned above.
These two molecular particles will be differentially combined and controlled in different areas of the midsole, and will be made into a general appearance of the midsole.
At this time, the midsole is the size of a baby shoe.
The thing is then soaked in supercritical nitrogen, which is then frothed into the instrument.
After the above processing, the large and small molecules are perfectly integrated into a midsole, and the difference in density between the two can be observed with the naked eye.
The heel is plentiful with large molecules for a soft landing experience, and the forefoot is small for more efficient rebound.
The above characteristics of DNA TUNED are also what sets it apart from other integrated processes.
In addition to DNA TUNED, Glycerin Max also uses GlideRoll Rocker technology, which allows people to be more flexible and flexible when they land on their heels and push their toes while running.
Coupled with the beautifully carved side walls and forefoot spring geometry, your running experience is like a finger on your fingers.
In addition, cushioning, cushioning, cushioning, important things are said three times.
Glycerin Max 超级甘油采用了加厚的新型 DNA TUNED 泡沫，缓震更是不在话下了。
The difference in craftsmanship makes the experience of Glycerin Max Super Glycerin and traditional splicing running shoes completely different in terms of foot feel, durability, and lightweight.
Step on Glycerin Max Super Glycerin and feel two different sensations, soft and strong, linked together in a gentle transition. No matter how you interact with the earth, Glycerin Max Super Glycerin will give you a running experience that is meant to be.
Therefore, the reason why it is called a revolutionary ruthless work is because it breaks the traditional mode of thinking, and uses a new midsole manufacturing logic to make some running shoes that are involuted in the same angle have a hint of novelty.
Actually, I don't need to say so much, people who wear Brooks shoes know that this brand can be trusted or not.
This brand is not a new unicorn brand in recent years, but a 100-year-old Old Money, founded in 1914, the big brother of running shoe manufacturers. It is a well-known among runners: one of the four largest running shoe brands in the world.
It is Warren Buffett's choice and will also be the choice of Berkshire every year · Hathaway's shareholders custom-made running shoes. Jeremy ·, the actor of Marvel hero Hawkeye Reina's rehab after being run over by a 6.4-ton snowplow last year also began by trotting around home in Brooks.
Brooks started out as a small factory specializing in ballet shoes and bath shoes, and then began to transform into professional sports equipment, manufacturing professional sports shoes such as baseball shoes, roller skates, soccer shoes, and softball professional shoes.
With the popularity of United States running craze in 1972, Brooks began to focus on the development of running shoes, and many well-known running shoes began to appear, such as the Vantage released in 1977, which was the United States of former President Jimmy · Carter's favorite.
Since Brooks entered the running shoe game, their innovation and breakthrough in the field of running shoes have pressed the accelerator button.
Kinetic Wedge technology in 1987, HydroFlow technology in 1989, Podular technology in 1995, MoGo polymer material, revolutionary midsole material in 2006... Professionalism is unquestionable, and that's the secret of Brooks' success.
Including the Glycerin Max super glycerin shoes we talked about today, the DNA TUNED used in it is just one of the DNA series technologies. DNA midsole technology began in 2017 with DNA AMP, which was born that year and brought the most resilient midsole ever.
Later, DNA LOFT technology allows runners to have a more comfortable running experience without sacrificing agility, rebound and durability. LIGHTWEIGHT CUSHIONING DNA FLASH IS IDEAL FOR RUNNING ENTHUSIASTS WHO ARE BUILT FOR SPEED.
And now, we're in the DNA TUNED era.
These technologies seem far away, but they are actually closely related to us.
For example, many people have heard the saying that running has a standard posture, which not only allows you to avoid injury, but also improves your athletic performance. But after a long period of observation, Brooks finally concluded that there was no such posture at all.
So it comes up with a new alternative solution, which is Run Signature. To put it simply, it is based on the unique natural movement path of the runner derived from the motion sensor, combined with Brooks' analysis system, to select the most suitable running shoes for you.
With professional consultants offline and a "Shoe-finder" program online, people don't have to scratch through a bunch of shoes, and it's easier for people to find the best style for them.
Brooks' technology sinks, but it's by no means low-end.
For example, Blueline Lab, a leading laboratory for creating high-end running equipment, is committed to applying cutting-edge technology to the development of running shoes as quickly as possible.
Yes, breakthrough is a timeless theme at Brooks, and even though the glycerin line has been acclaimed, it's still pushing the boundaries of what is possible with running.
Even though it has been at the forefront in many fields, it has never been complacent, but still pursues progress.
Breakthrough is the credo of Brooks, and it is the credo of every runner.