Marketing, research and development efforts

Influx: For sometime, there’s been something of a gap between the technical nature of skateboarding and the sophistication of skate shoes; most skate shoes have incredibly simple designs, they are almost anti-science and technology. With the recent success of Nike in the category, a company who put the science into footwear, other manufacturers have been forced to adapt to the threat.
In response, Etnies created the “Sole Technology Institute” in Orange County, California. STI is dedicated to understanding the science of skating. The objective is to use the lab to create better product. One innovation coming from the lab, is a heel shock system called G2.
The lab has now become a core part of Etnies marketing efforts; they even dedicated a trade show booth to the ASR trade show. They also report when riders visit for testing, etc.
As more and more technology gets applied to everyday life, Influx expects companies to be exposing their R&D process to consumers. Using it as a tool to highlight a brand’s quality and differentiation. Household appliances are one obvious area, especially with the impact of Dyson’s innovation on the market. We expect other players in this category, like Maytag, Bosch, Whirlpool and Siemens and others, to polish up their labs for public consumption.
Marketing, research and development efforts [Influx]