Planned obsolescence: the lifespan of running shoes

Via Tim Maly, Matt Jones of BERG is planning on doing some running, and was quite taken by the new Mayfly shoes from a large sports brand that I won’t bother namechecking. What’s interesting about the Mayflys is that, as the name suggests, they’re ephemeral. [image ganked from BERG post]

Nike Mayfly

Of course, almost all consumer goods are ephemeral; what’s interesting here is the way that their limited lifespan is not only acknowledged but embraced by the product itself:

They are so light because they were designed with a definite lifespan.

They are only built to last for 100km.

On a good day, I usually run 10km.

These shoes are shoes I can use maybe ten times.

This defined sense of the object’s limited-life reinforces it’s narrative.

The thing is a clock.

Cradle-to-grave footwear product! As interesting as the concept is, I’m glad I’m not into running; for £40 or so, I’d want a pair of shoes I could wear more than ten times.

And good grief, but they’re ugly.. :-s