Friday, August 24, 2018

Will Balenciaga's Track Trainers Reach Cult Status Like The Speed And Triple S?

If 2017 was the year of the Speed, and 2018, so far, the Triple S, could Balenciaga trump its own trainer hype with the launch of its Track model? First seen in March during the brand’s autumn/winter 2018 presentation in Paris, the Track builds on the hi-tech, turbo template of the Triple S, but puts functionality at its core.

Gone are the bouncy tri-layered soles, and in are high-performance elements associated with hiking and running gear. Think plenty of Gore-Tex, a cage construction around the heel and a complex, integrated lace system.

Four Track styles will launch exclusively at Selfridges’ Corner Shop as part of the September 3-23 Balenciaga takeover with artworks by Mark Jenkins. But don’t expect to roll down to the department store on September 3 and go home with a pair of the £550 kicks. Registration via Balenciagatrack.comfrom August 23-September 3 is essential to book a time slot to attend the launch and pre-select the desired trainers ahead of purchase.

“This service model has been in place for brand launches for a few years, and it has helped eliminate queues and customer dissatisfaction,” Sebastian Manes, Selfridges buying and merchandising director, told Vogue before the registration launch. “Balenciaga sneakers have been one of the most in-demand pieces of footwear since last year. Every time we restock the Triple S, it sells out within hours thanks to a growing waiting list. Our clients can’t wait to see what’s next from Demna Gvasalia – he has truly reinvented the house for the modern day woman and man.”

Sales predictions are high - "the popularity of the Balenciaga trainer was cemented after we opened our dedicated Sneaker Gallery earlier this year" – but does Manes predict the techie newcomer will be as covetable as its predecessors? “The Track is a unique combination of athletic and fashion elements,” he shares. “Combined with flashes of neon, it resonates with this season’s ’80s trend and will fast become another cult favourite.”

You heard it here first, register before September 3rd to reserve your pair of glorified hiking shoes. And note that you can’t even browse Selfridges' selection of Tracks without having a confirmed reservation. Snap.

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