TRAIL RUNNING SPECIAL

TRAIL RUNNING

This year the section of our Guide dedicated to trail running is particularly rich. In fact, 2020 saw a real explosion of this discipline which until a few years ago was restricted to a super-trained audience of athletes, sportsmen and enthusiasts. The experience of the pandemic has certainly increased exponentially the desire to run in the mountains, on trails and in the woods, reaching people of all ages and backgrounds. A sort of escape from the restrictions that have been imposed on us and that has prompted many people to abandon the classic jog in the city, between chaos and smog, in favor of activities more in contact with nature. Surely another important factor that has led to the growth of the trail movement comes from the fact that more and more people have started using these models also for daily hiking, abandoning specific trekking shoes that can sometimes be heavier, warmer or too structured for simple day hikes. Trail shoes are often more transversal and versatile models for these specific uses where a lightweight, waterproof and cushioned shoe is preferable. The outdoor market obviously did not ignore this request and so we have witnessed an expansion of the trail collection of numerous leading brands in the sector. We decided to interview some companies to get their opinion on the growing phenomenon of trail running.

THE NORTH FACE

Alberto Gagno, Senior Product Manager Footwear The North Face EMEA

In recent years the number of trail running enthusiasts has grown considerably, how do you explain this

phenomenon? I believe there are various reasons behind this phenomenon: first of all the desire of people to immerse themselves in nature and go and explore places a part from those in which they live in their everyday life. Running in the middle of nature or in the mountains also offers the opportunity to test yourself on different types of terrain and therefore to learn to know yourself better, to know your body, the strengths and weaknesses of your running. It should also be emphasized that trail running is not a sport that trains only the body but also the mind, allowing you to improve your ability to concentrate and the resistance to fatigue or unexpected events. All this can be very useful in dealing with everyday life and challenges.

How much importance and how much investment do you put in the research and development field? What are your latest news in this field and what are your future

projects? Research is a fundamental element for us because ours are products that aims to address athletes who climb the most inaccessible mountains and who often find themselves in truly extreme and unexpected situations. Before being able to give them a finished product, it is essential that it is perfectly designed. Speaking of our most recent innovation in the footwear field, for example, the VECTIV technology, it took two years of significant investments in R&D and more than 9,000km dedicated by athletes to field tests to arrive at the product that we launched on the market for this SS .

Which is your most successful trail

model? If we talk about trail running we can only talk about VECTIV: as mentioned, this is our most important news in this area. VECTIV is a sole structure composed of a 3D VECTIV plate in direct contact with the sole, a VECTIV rocker midsole and a SurfaceCTRL sole. It is a technology designed to reduce impact and maximize energy return, able to adapt perfectly to the specific needs of running and hiking on technical and mountainous terrain. We have seen in carbon fiber soles, traditionally reserved for road running, an extraordinary opportunity and incredible potential, and that’s why we wanted to bring them into the world of trail running.

Sustainability. Is the consumer really attentive if a brand tries to produce a more sustainable and environmentally less impactful product?

Many data suggests that consumers are willing to spend more on environmentally sustainable and socially responsible products. However, I don't think we should take it for granted. Brands must commit to increasing consumers' perception of the value of their products. The same goes for sustainability. Rather than assuming that consumers will buy a sustainable product, brands need to shed light on the issue of sustainability for the consumer.

Athletes and ambassadors. How do you work regarding these two aspects? What kind of profile does

it represent you? Athletes and ambassadors represent a very strong bond with our reference community, they communicate our values, the philosophy of the brand through their extraordinary achievements and their passion for the outdoors. In selecting these members of the great The North Face family, it is therefore essential that they fully share our vision of the outdoor world and the role that exploration plays in it. Athletes and ambassadors are also an extraordinary source of inspiration for us and by involving them in our product development processes, we can draw on their experience in the field and their feedback.

More and more consumers prefer to use trail shoes when hiking. How far

is it advisable? These two activities, although they have some aspects in common, require a different approach and type of shoe, considering that the foot is stressed differently. For this reason it would be preferable to opt for a shoe model designed and dedicated specifically to the discipline you want to practice, be it trail running or hiking. Undoubtedly, both of these sports require a shoe capable of adequately protecting the foot and ankle, ensuring maximum grip. It is precisely by keeping in mind both the commonalities and the differences between these two sports that we wanted to make the VECTIV technology available both for trail running (in 3 different models) and for hiking (for which we offer 5 different shoes).

Short, medium, long distance. Is this still the first rule when choo-

sing a trail running shoe? This is certainly a very important parameter in the choice of trail running shoe but certainly not the only one to take into consideration. For example, it is necessary to take into account the type of terrain and trail that you will face, the goals you want to achieve, your running style, the intensity, the duration but also your physical characteristics, the level of experience and the feelings you get while running: do you feel like you don't have enough grip? Does the ankle seem not protected enough? At the end of the run is the tibial impact very high? There are really many aspects to consider in order to find the ideal shoe.

TECNICA

Marco Aliprandi, Marketing Manager Tecnica Italy

In recent years the number of trail running enthusiasts has grown considerably, how do you explain

this phenomenon? Tecnica is a brand strongly rooted in the mountains in summer and in skiing, both on and off piste. From our point of view we have seen many skiers who have started spending more time in the mountains even in summer, and who have found in trail running a way to express their active lifestyle. Among them, many runners who have combined road running in the city with mountain trails. In addition, even in hiking and trekking, two product categories in which Tecnica is a leader, many users have adopted a faster and more dynamic style, which is reflected in the demand for lighter, cushioned products with a precise and personalized fit. Among them, many have discovered trail running.

How much importance and how much investment do you put in the research and development field? What are your latest news in this field and what are your future

projects? Tecnica has the advantage of being a mountain brand for four seasons: trail running, hiking, trekking and skiing. The transversal research and development between these different product categories has led to better walkability solutions for winter ski products, but above all it has allowed to develop the concept of pushed ergonomics and customization even in summer. The CAS Custom Adaptive Shape system, born as a boot fitting process through vacuum thermoforming of ski boots, has been extended to trekking and hiking shoes first, and finally to trail running shoes. For the latter category, it is evident that this allows to reduce the adaptation time and to ensure a precise and personalized fit, with an intervention of only 15 minutes in the store. But there is also an interesting reflection for our retailers: personalization is a service that only the shopkeeper can offer to their customer, giving a strong motivation to the consumer to enter the store to have an exclusive and personal service, starting or reinforcing a loyalty process.

Which is your most successful trail

model? The Tecnica trail running collection includes a few highly specialized models. The Origin XT and LT are available by gender and athlete's weight for short and medium distances, while the LD is the new solution for long distances. For now, the sell-in and sell-out data confirm that the success of the XT and LT has translated into strong interest in the new LD.

Sustainability. Is the consumer really attentive if a brand tries to produce a more sustainable and environmentally less impactful product? Last January Tecnica presented Recycle Your Boots, the first circular economy project to recycle used ski bo-

ots. The reaction was very positive, confirming the consumer's interest in the issue of sustainability. From our side, we discovered how important it is not only the use of sustainable materials or technologies, but a holistic view of the entire process, from design to disposal.

Athletes and ambassadors. How do you work regarding these two aspects? What kind of profile does

it represent you? Tecnica has recently made his comeback to the trail running category, with technologies successfully developed for trekking and hiking. For now we don't have a consistent team of athletes and ambassadors that will be built in the next few years. In the sports marketing sector, we started with the sponsorship of two events: we are title sponsor of Trail degli Eroi and we are main sponsor of Vibram Mottarone Trail.

More and more consumers prefer to use trail shoes when hiking. How far

is it advisable? In the last decade, trail running has definitively cleared the use of low, light and shock-absorbing shoes in the mountains. Viceversa, trail running shoes have become more and more technical, just look at the development of the soles, and have let themselves be contaminated by the world of trekking and hiking, as in the case of Tecnica with the CAS system. Trail running shoes are great for a hike on marked trails. But for a trekking or hiking activity, on technical, rocky terrain, perhaps with a backpack and for several days, the first choice we recommend is that of a specific shoe, more protective and optimized for the roll of the walk, not for the run.

Short, medium, long distance. Is this still the first rule when choosing

a trail running shoe? In general this is still true, and the distance is also a distinction for our collection. But customization is increasingly important, through a gender design, appropriate to the weight of the athlete, and with specific customization solutions. In addition, there are important personal variables to keep in mind, such as the choice of a cushioning system that must be adequate for both weight, athletic skills and the type of trail.

LA SPORTIVA

Luca Mich, Marketing & Communications Manager

In recent years the number of trail running enthusiasts has grown considerably, how do you explain this

phenomenon? The trend has been growing for at least 5 years and the factors are linked both to the change in the demographic characteristics of the new runners, both to the time we live in, and to the inspirational aspects of this sport. In general we can say that there has been an important transfer from road running to off-road running, either for the need to be more in contact with nature and find an escape from daily stress, or for the personal challenges that disciplines such as ultra running, for example, carry with them. In addition, we are witnessing the entry of a younger demographic target than in the past, pushed towards off-road running by a concept of outdoor wellbeing and the search for open spaces. It is also undeniable that, also thanks to the choices of the most iconic brands on the market, there is starting to be a coolness effect that is increasingly attracting the attention of influencers and ordinary consumers. Right now it is definitely a trendy sport, proof of this is the spaces that trail running sneakers are starting to have on the shelves of stores that are not strictly trail/outdoor oriented and in magazines such as Sneaker Freaker, Higsnobiety, Sneaker Mag.

How much importance and how much investment do you put in the research and development field? What are your latest news in this field and what are your future

projects? La Sportiva bases its business on a strong research and development activity, it is the heart of the company as the pay-off "innovation with passion" says and the many innovations launched in recent years that in fact divide the world of trail running in short/mid/long distances subcategories are proof of this. For every type of race, La Sportiva has the product designed for the needs of the most "demanding" users. Development always takes place in close cooperation with professional athletes. The future foresees the increasing integration of another development pillar together with the technical one, namely sustainability: midsoles, insoles, laces and upper components point straight towards increasingly eco-compatible solutions to maintain performance at very high levels but reducing the environmental impact.

Which is your most successful trail

model? A classic: Ultra Raptor, now in its third version if we count the 2009 model simply called Raptor. It is the most versatile product of the collection and in fact, we are aware of it, it is used only by a part of the runners to truly run off-road, most of the mountain lovers in fact use it for hiking/trekking purposes given its comfort, the rolling and the help it offers both when braking downhill and uphill. The pure trail running model that we sell the most is Bushido II, very appreciated both by those who have run off road for years and by those who are now approaching the discipline coming from the road world.

Sustainability. Is the consumer really attentive if a brand tries to produce a more sustainable and environmentally less impactful product?

It really depends on the markets. Northern Europe, especially Germany, is certainly more careful than the Latin countries for example. In the US, the trend is very strong and some stores such as REI explicitly require eco content to enter their shelves, a sign that a real demand exists. However, we are still talking about technical products and at the same time changes in the consumer's purchasing behavior is quite slow and gradual, so it is certainly not the major buying driver today, at least in the trail running sector.

Athletes and ambassadors. How do you work regarding these two aspects? What kind of profile does

it represent you? We have both: we have pro athletes that are part of the racing team able to give credibility and visibility to the product, and ambassadors in the most comprehensive sense of the term. Strong human stories of people who fully embrace corporate values to combine their paths with those of the company, also supporting it in product development. Credibility, performance and values are part of the La Sportiva athlete/ambassador. It could not be otherwise.

More and more consumers prefer to use trail shoes when hiking. How

far is it advisable? I don't think there is a precise rule, it depends on posture, walking, preference for cushioned shoes, etc. In general, it is certainly advisable to know the type of trail that you will face, tits terrain and conditions. Generally, a protective, gripping and shock-absorbing product is more suitable than other shoes with a reduced drop and with a too tapered fit.

Short, medium, long distance. Is this still the first rule when choo-

sing a trail running shoe? It depends on whether we are talking about expert consumers or newbies. It is undeniable that for many people it is now also a question of look&feel. What matters is that the research and development of products at the base leads to the proposal of truly performing footwear designed for a specific use.

ASICS

Elena Bosticardo, Asics Marketing Manager Italy

In recent years the number of trail running enthusiasts has grown considerably, how do you explain this phenomenon? Undoubtedly, especially in the last time, trail running, thanks to the large spaces it makes available, has won over a growing number of enthusiasts. This is a significant fact, which expresses the interest of runners in wanting to find a form of balance between mind and body in sport, a philosophy that Asics has always promoted and told. Physiologically the trail could steal a part of fans from the road, but it is also true that, especially in this last period, where team sports and indoor sports have suffered great limitations, there has been a great shift of fans of other sports towards running.

How much importance and how much investment do you put in the research and development field? What are your latest news in this field and what are your future

projects? Asics has always been synonymous with continuous technological research. At our research center in Kobe, Japan, a variety of technological innovations are experimented and brought to light each year. Asics has always been known for its GEL technology that ensures a reduction in stress and better shock absorption. A very successful innovation in recent years is certainly our Asics Grip. Technologies such as Asics Duomax or Rock Protection Plate, which is specific for trail footwear, guarantee great support and protection. The trail shoes then feature a meticulous design of the lugs combined with continuous innovation as regards the compounds.

Which is your most successful trail

model? Our range of trail products this season has been expanded with the introduction of new models (one above all is the Trabuco Max) which immediately received positive feedback from shopkeepers, industry experts and enthusiasts. Our most successful product, however, remains the Gel-Fujitrabuco, now in its eighth edition which is one of the most popular shoes on the market in terms of stability.

Sustainability. Is the consumer really attentive if a brand tries to produce a more sustainable and environmentally less impactful

product? The data we have tells us that more and more consumers are attentive about sustainability. Knowing that a brand tries to produce a product that has an ever lower impact on the planet is an important driver that pushes people towards one brand rather than another. Buying consciously today means bringing benefits to future generations. Asics is very sensitive to this topic and for the second year in a row has obtained the Supplier Engagement Leaderboard award from the CDP (acronym for Carbon Disclosure Project, an international non-profit organization that encourages companies and governments to reduce their gas

emissions greenhouse) for its activities and strategies aimed at reducing emissions and managing climate risks on its product chain.

Athletes and ambassadors. How do you work regarding these two aspects? What kind of profile does

it represent you? Our medium-term goal is to build an Asics Trail Elite Factory, with the formation of a talented trail team, coordinated by our French headquarters, who will be trained and followed in various international events. Italy is an integral part of the project, and our athletes will participate in their local competitions with the support of an international team. We want to position ourselves as a trail running leader, and to achieve this we have to look for athlete profiles who will compete in long distance and ultra races. It will be a group of athletes that, in addition to enjoy outdoor sports, share the values of loyalty and respect for the "Anima Sana In Corpore Sano" claim that makes us particularly proud and responsible.

More and more consumers prefer to use trail shoes when hiking. How far

is it advisable? It is a very subjective aspect. Many people use boots even for easier and shorter hikes because they feel safer to have the ankle protected. A solid and protective trail shoe such as, for example, the Gel-Fujitrabuco 8, however, can accompany the hiker even on the toughest, most technical and longest trails. However, it must be specified that trail shoes are born for running. Downhill you can therefore enjoy much better grip and traction, and also in terms of comfort, flexibility and softness a trail shoe may be preferable. Obviously, it is not always advisable to use trail shoes, in "more extreme" situations, such as in the snow, you need to evaluate boots or the use of crampons.

Short, medium, long distance. Is this still the first rule when choosing

a trail running shoe? In general this division is correct. We switch from lighter and less protective shoes to shorter distances and gradually increase the "richness" of the shoe in reaction to the increase in mileage and the user's weight. Consequently, it is advisable to use higher and more substantial midsoles as the mileage, and consequently the wearer's fatigue, increase.