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| Air Zoom Total 90 |
As I take trip down memory lane you can see how the evolution of soccer boots with the use of new silos, new technology, and even in this example how a brand remade a silo due to a lack of sales and interest. The boot/silo and the company I am talking about is the Nike Total 90 series by Nike. In total there have been seven generations of the Total 90 boots, beginning with the Air Zoom Total 90, followed by the Air Zoom Total 90 II, Air Zoom Total 90 III, Total 90 Supremacy, Total 90 Laser, Total 90 Laser II and most recently the Total 90 Laser III.
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| Air Zoom Total 90 II |
If you look back at the past Nike boots no other boot has gone through a transformation like that of the Total 90. The first Air Zoom Total 90 was introduced/marketed to market as a simple boot that featured asymmetric lacing, first touch coating and a synthetic upper was unlike any other boot on the market constructed for the workhorses on the team who had to run hard for 90 minutes.
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| Total 90 Supremacy |
However, as time went by consumers were ready for a change and in 2000 Nike decided to rebrand the line. At this time Nike had a heritage boot (Tiempo) and a boot built for speed (Vapor) which both sold well and appealed to both old and young consumers. But in order to compete with adidas and the well established Predator Nike decided to make a product to help change a players game by developing a boot that would pack power, ball swerve, and ultimately allow/aid a player to put spin on the ball. I refer to this kind of technology/boot as a power boot in today’s soccer market. As a result Nike, created the Total 90 Laser and used Wayne Rooney as the star athlete to endorse the boot. The Laser unlike any other previous Total 90 boots featured a shot shield over the laces which increased the sweet spot and created a larger platform that aided footballers to increase their power and accuracy in their shots. In addition, with the name Total 90, helped promote the what the boot was all about which was accuracy. In the end, with this silo Nike was able to rebrand a boot released for comfort and the 90 minute game and turned it into a game changer/power boot that would aid players and allow them to put the ball where ever they wanted.
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| T90 LASER: Game Changer/Power Boot |
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| Total 90 Laser II |
Looking at the where adidas is taking the once herald Predator, I believe Nike have a chance to create the ultimate power boot with their next release. Light weight boots are just a fad and as technology improves I believe power boots will appeal to consumers because on the pitch as an athlete we are all looking for technology to help us boot the ball in the net more often.
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| Laser III (Current Boot) |
