Running shops have long operated racing businesses as a synergis tic one-two punch. One business feeds and promotes the other while the two complementary, but often separate entities, provide diverse revenue streams as well.
The COVID-19 pandemic, however, ushered in a range of challenges, includ ing the temporary disappearance of races from the calendar, and prompted plenty of reflection on business priorities and strategy among running store leaders who also oversee races. As race participation numbers climb back toward pre-pandemic levels, three retailers explain where they sit with races today and moving forward.
Hughes and Orlando-based Track Shack have been slinging running shoes and directing races for more than 40 years. Track Shack Events stages 17 of its own events and also guides 13 runDisney races over four different weekends at the Walt Disney World Resort.
Resurgent races. Yes, race participation numbers remain lower than pre-pandemic levels, about 25-30 percent lower, but they’re rising, Hughes says. “By Spring 2023, I hope we’re back 100 percent and I’m optimistic we will be.”
Cover photo features the New Balance 2022 TCS New York City Marathon Collection. Story on page 14.
“Sticky” changes to race operations. The pandemic spurred some positive changes to race operations, Hughes says. Track Shack Events now uses “mini-waves” at the start line to alleviate pinch points on the course and create a more enjoy able experience for runners. It has also become more conscious about food
handling, including a heightened focus on packaged items, beefed up sanitation areas and incorporated new hydration offerings, such as the WaterMonster mass hydration solution.
Separate but equal. While some retail operations might have the same personnel ringing up a retail customer’s sale and then
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Three run retailers discuss the state of their respective racing businesses in late 2022. /Orlando-based Track Shack has been hosting in-store packet pickups as well as races for the better part of four decades and Jon Hughes is optimistic race participation numbers will continue to climb throughout 2022 and into 2023.
handing out a packet during an in-store packet pickup, Hughes favors a division of labor. “It’s better for the customer because we then have experts in both areas. The event personnel are there to take care of the race part and the retail employees are there to take care of cus tomers, which is what they’re on the clock to do.”
Trumpeting the value of races. Track Shack began roll ing out races in the Orlando area decades ago to stimulate demand for its fledgling retail operation, so Hughes can attest to the synergistic relationship between races and retail. The two have developed and pros pered alongside one another. He says operating a running store and a race business is an “absolutely sustainable busi ness” and arguably “more important than ever” given the intensifying competition for retail customers. “Any way you can increase foot traffic into your retail loca tion is a plus. When you’re involved with races, you’re get ting folks familiar with your brand and your store, some of whom might not even know you existed. And there’s great value in pulling people into your running orbit.”
McDowell is the owner of Run Away Shoes, which operates three stores in northeastern Wisconsin. A sister business, Run Away Events, owns a sixrace series and also supplies timing and event management services to select local races as well.
“Desperate.” That’s the word McDowell uses to characterize
the racing scene in his par ticular patch of the country. Participation numbers at many local races have declined 30-40 percent, if not more. In 2019, the Bellin 10K in Green Bay, one of the area’s most heralded events, claimed more than 8600 finishers. This past June, less than 4200 runners crossed the finish line. “Races aren’t necessarily doing any thing wrong. Rather, people have just changed their tra ditional patterns.”
A head scratcher. Though race numbers have diminished, McDowell says Run Away’s retail locations remain healthy. “That’s the odd part. Typically, when races do well, we do well on the retail side, too, yet fall ing race numbers haven’t hurt our business.”
Making changes. With race numbers down, McDowell has made changes at Run Away to better reflect contemporary times. He’s reduced packet pickup hours at store locations and been more receptive to timing gigs and equipment rentals. He has also focused on improved utilization of staff, including training team mem bers to work in different areas of the business, whether that’s on the retail side or timing a race.
Adjusting the target. About six years ago, Run Away executed a customer survey. Only two out of five respon dents indicated they had participated in a 5K race or would do so. “That told us a lot of people run, but don’t necessarily race.” As such, McDowell says Run Away’s retail stores have increased their attention to “non-runner runners” and establishing
With race participation numbers remaining well below pre-pandemic figures, Run Away Shoes owner Ross McDowell is exploring ways to get those who are participating in races to jump up in distance.
their stores as reliable prob lem solvers.
Embracing new approaches. McDowell is exploring differ ent ways to incentivize race participants to jump up in dis tance. More miles, after all, often translate into more shoes as well as additional purchases like socks, hydration and nutri tion. “That’s a way I think we can push things forward for races and the retail stores.”
Jarvis opened his flagship RTS Sports store – recently rebranded to RTS Outfitters –in Marion, IL, in 2018. He has since added a second location in Paducah, KY. Years prior, though – 2014, to be exact – Jarvis launched a racing
business that grew to include a dozen of his own events while also providing timing and man agement services to some 60 additional events.
Surveying the race scene. In and around southern Illinois, Jarvis says race participation figures have fallen 30-40 percent since the pandem ic’s arrival. Community 5Ks have been particularly hard hit, though Jarvis calls longer distance races, such as ultras, a bright spot. “There, we’re seeing stability, if not growth, though the overall numbers are still lower.”
Races as rocket fuel. Jarvis says having an existing race business was critical to RTS’s retail operation gaining stabil ity and expanding. “The race business allowed me to get
established with the local run ning community and clubs. We had name recognition before we ever opened our retail doors and the packet pickups made sure people knew who we were.”
All alone. With races evap orating during the earliest months of the pandemic, the four members of Jarvis’ race operations team found employ ment elsewhere. That left Jarvis alone. “And I can’t do 70 races a year.”
Winding down. Pandemicera realities spurred earnest self-reflection and Jarvis care fully evaluated his ability to manage both businesses. Could he continue compiling race packets in the wee hours of night? Could he continue hus tling to the shop on a Saturday,
the store’s busiest day of the week, after spending hours at a morning race? Could he con tinue operating two businesses with complementary, albeit different, business models? Jarvis decided to recalibrate business and personal pri orities. “It was too much to juggle.” So, here in late 2022, Jarvis is slowly cutting back on racing operations to focus on retail, which might include a third location.
Handpicking races. Yet, Jarvis is not completely abandoning races. With some $20,000 invested in race equip ment and gear, Jarvis intends to continue being involved in races, though he will be selec tive. “It’s all fluid at this point and I’m just looking to find the right balance.” n
After the pandemic gutted his race management team, RTS Outfitters owner Tim Jarvis says he will be more selective about the races he’s involved with, especially given the activity level at his two retail stores.
RunSignup usually releases an annual RaceTrends Report each winter to provide a thorough assessment of the state of the endurance and fundraising events indus try. This year, as the industry adapts to a post-pandemic world, the organization pulled a reduced round of mid-year data to help event organizers better understand the current state of the industry.
The data used for this report includes internal RunSignup data from January through July, 2022. The numbers represent 4,387,409 participants registered in the first half of 2022 and 6,759,602 participants from 2021.
RunSignup estimates that this data repre sents at least 25-30 percent of the endurance market in 2019; while the market is less stable today, it believes that has increased to more than 35 percent market share.
Among the findings and key takeaways of the RunSignup report:
One of the key ways RunSignup looks at the strength of the market is by comparing the number of participants in races that have been on its platform for two years. This removes any impact of increased market share on the platform or new races in the market, looking only at how participation numbers for races have grown (or not).
Looking only at 2021, the news is encour aging — races are continuing to re-grow after the lows of 2020. However, when the lens is pulled back all the way to 2019, the picture is a lot less rosy, with lagging participation each month.
When looking at the 2019 to 2022 com parison by the size of the race (in 2019), races above 500 participants shared in the drop relatively evenly. Interestingly, the very smallest events fared the best, actually showing notable growth.
Key Takeaways
1. Race participation is lagging behind
2019 numbers. Adjust your budget for a smaller race size to ensure viability.
2. While there’s obviously a lot more room for 50-person events to grow, it is also possible that the personal touch and community-focused nature of small events is making it easier for small events to reintegrate into participant’s lives. Look for ways to engage community partners and local nonprofits.
RunSignup manually tracks every race over 500 participants to see how many of them return on its platform, how many leave for another platform and how many events cease to exist at all. In 2019, just 5.9 percent of all races from 2018 did not recur (on its platform or any other).
In 2022, still comparing churn to 2019 because there was so much volatility in events in 2020 and 2021, it found that while competitor churn remains low, a
A mid-year survey on race participation offers both good and bad news for event managers and retailers.
The Racing Issue
Photo by Miguel A Amutio on Unsplash
significant number of 2019 events have disappeared from the 2022 schedule altogether.
Key Takeaway
1. With many races from 2019 likely gone forever, some room is created in event schedules for event directors with creative race concepts to test out new ideas and expand their race operations.
RunSignup first heard rum blings about rising prices in 2021 as supply chain issues and municipal price increases started to kick in, but with vir tual events and challenges (and their lower overhead) continuing to make up 20 percent of all events in 2021, average prices remained artificially low. Now, with virtual events down to just eight percent of all events and inflation impacting prices across the country, there is a noticeable jump in event prices compared to pre-pandemic.
1. Prices are up across events. Be transparent and honest with your participants about rising costs — they’re likely seeing the same thing at other events as well.
2. Don’t be afraid to try new pricing strategies. Yes, a price increase is a great callto-action, but a $5 savings may not resonate today as much as it once did. Instead, consider block pricing (increasing by the quantity sold), a flat pric ing with discounts for all local running clubs or focusing on group or age incentives.
3. For some events, cutting what you offer (like that T-shirt you hate designing) and moving to an add-on purchase model for swag may provide an alter native to raising prices.
The alarm about a dropping number of participants under 30 began to be raised back in 2016 or 2017 and the pandemic has only accelerated the trend, with just 13.7 percent of all 2022 participants between 18-29.
Key Takeaways:
1. Younger athletes weren’t excited about virtual events, but there’s also clearly a lack of enthusiasm for traditional endurance events. Surveys indicate that Gen Z and young Millennials are inspired by working for a cause (collabo rate with a great nonprofit) and social experiences (create fun team opportunities!).
2. Explore (or enlist help with) marketing strategies built for younger people. These include more video content for Instagram, TikTok, and YouTube and capitalizing on micro-celebrities within your local running scene.
There is one area where the 2022 reports look consistent with pre-pandemic numbers: marketing tools.
Referral Rewards made up seven percent of all registra tion dollars (when enabled) in 2022. After spiking to 17 per cent during the 2020 virtual craze, this represents a return pre-pandemic rates.
• Teams continue to draw 30 percent of participants when they are offered, demonstrating the sustained power of social running.
• The average discount for a coupon code was $13.07, simi lar to the $13.88 seen in 2019. One positive here: the ROI on coupons actually increased from 294 percent in 2019 to
337 percent in 2022.
Key Takeaways:
1. Despite changing trends, the same marketing tools you’ve been using for years remain consistently effective. Continue to employ word-ofmouth marketing and simple calls to action.
Looking at trends right now can feel a little bleak — partici pation per event is down, youth participation is stalled, race churn is up and unpredictability in costs and registration pat terns are making it harder than ever to prepare for an event. But RunSignup provides a reason for hope and enthusiasm.
These numbers are aggregates and it’s true that many beloved events are struggling, but there are others that are actually seeing growth. RunSignup believes it will take some time for patterns to settle, but there are things event managers can do to try to jumpstart their cur rent events — or even create new events. There is opportu nity here to get creative, just as events did in 2020, and try bold new things. Among ideas presented at a recent RunSignup Symposium:
• Re-engage your commu nity by connecting with running clubs, stores, community cen ters, schools and nonprofits. A lot of the groundwork you did when you first started your event needs to be re-started. Creative pricing options can help you bring some of these groups back into the fold.
• Implement creative Loyalty Programs to coax your previous fans back to the event.
• Think outside the box with referral rewards, including easyto-manage ideas such as digital
gift cards or VIP parking to limit shipping hassles.
• Seek out micro-influencers in your community (think: a few thousand followers who are known in your local running community) to become low-cost ambassadors for your event and track registrations from their individualized link.
• Build a digital strategy that activates people through video content. A little investment in video can go a long way with repurposing on social media, advertising and your race website.
• Try something new. With all the race churn, there’s bound to be a free weekend on your town’s schedule. Take a leap and try something completely new, whether it’s no swag, ALL THE SWAG, a family relay or Tuesday night series. n
For more: https://runsignup. com/trends
Looking attrends can feel a little bleak — participation is down, youth participation is stalled and unpredictability in costs and registration patterns are making itharder than ever to preparefor an event. But RunSignup provides areason for hope and enthusiasm.
Don’t write that epitaph on the virtual race tombstone just yet. While many expected virtual races to die a quick death as live events returned and the COVID-19 pandemic waned, virtual races neverthe less remain a lively part of the American racing landscape here in 2022.
To wit, virtual race registrations at Houston-based Medal Dash, one of the globe’s largest virtual race companies, are up 25 percent through the first seven months of 2022 compared to the same period last year, Medal Dash co-founder Adam Levinson reports. And that’s after 2021 virtual event registrations at Medal Dash climbed five percent over 2020’s record-breaking mark.
Running Insight caught up with Levinson to talk about Medal Dash’s entry into virtual events, the pandemic-era surge in regis trations and why the events continue to resonate even amid the return of live races.
Medal Dash began rolling out virtual races in 2018 to complement its existing live event business. The rationale was two-fold, Levinson says. First, it allowed Medal Dash to expand its customer base far beyond the live events it hosted around Texas. Second, Medal Dash leadership – Levinson as well as co-founder Tim Herr – witnessed rising consumer appetite for convenience and flexibility. “We saw the opportunity with virtual races. We just needed to figure out how to execute it because virtual races aren’t simply a replica of live events. There’s much more e-commerce, digital marketing and postage involved on the virtual side.”
Into 2020, Levinson terms virtual races “an ancillary part” of the Medal Dash business
Virtual races keep on ticking even in a post-pandemic racing environment. Medal Dash co-founder Adam Levison and business partner Tim Herr have created one of the globe’s largest virtual race companies and, to their surprise, have found virtual races carry some staying power.
— between 1000-1500 individu als sign up for its virtual races each month. “Pre-pandemic, virtual wasn’t in people’s vocabulary the way it is today, so there was a matter of educat ing people — and having them not feel weird about running a
race on their own.”
Everything changed when the pandemic hit in March 2020. As live events evaporated, Medal Dash leveraged its existing infrastructure for virtual races and went all in on the events.
Within weeks, in fact, Medal Dash unveiled #CrushCorona, a virtual event highlighted by a race T-shirt and participant’s medal featuring a running shoe stomping on a virus. “Instead of getting 1000-1500 registrations a month, we were seeing that same output in a day.”
While virtual race registrations slowed from their early pandemic peak, Medal Dash still captured a steady stream of sign-ups for its various virtual events throughout 2021 and into 2022. This despite rising competition in the virtual event space and the return of in-person racing. “The think ing was the pandemic ends and virtual races vanish. That just hasn’t happened.” Medal Dash boasts participants – two-thirds of whom are women – from all 50 states and 15 different countries.
Levinson credits licensing agree ments for driving the company’s ongoing success with virtual events. Feeling the virtual race surge would end as in-person racing returned, Medal Dash began inking deals with brands like Peanuts, Coca-Cola and Peeps. Last winter, for example, more than 15,000 registered for A Charlie Brown Christmas 5K/10K/13.1. “The licensed events are most responsible for our growth in 2022 because there’s an emotional connec tion there pulling on people’s heartstrings.”
Why are people turning to virtual events?
• 30 percent cited the medal and T-shirt design as the top reason they signed up for a virtual event.
• 33 percent identified the flexibility to complete the race of their choosing on their own time as the best part of their Medal Dash experience.
• 61 percent said a compelling theme and T-shirt/medal would get them to participate in a future Medal Dash virtual event.
*Source: 2021 Medal Dash Participant Survey
So, why are virtual races still here? More broadly, Levinson says virtual races remain present – even beyond his expectations – because virtual has become baked into our daily lives. There are people who cannot or do not want to make it to the starting line at 8:00 a.m. on a Saturday and others wary of a crowded environment. “The pandemic conditioned people to the mindset of doing things on their own schedule and at their own comfort level.”
Even as Medal Dash returns to its regular slate of in-person events, the company will continue to offer a virtual race option for participants as well. “That will largely be to appease a certain segment of runners who are not prepared to come back to live events.”
In contrast, Levinson says Medal Dash’s “more generic” virtual runs, such as the Independence Day-themed All-American event and a St. Patrick’s Day-themed event in the spring, have reverted to 2019 numbers. “It’s proof you have to be strategic and inten tional and seek that emotional tie-in to get people excited and involved.” Medal Dash is now bringing those insights to its live events. This December, in fact, Medal Dash is debuting A Charlie Brown Christmas runs in Houston and Dallas.
No, virtual races are not dead, Levinson asserts. “Not by a long shot.”
In fact, Levinson predicts virtual races will remain relevant well into the future. “Just the same way people will continue to work from home, continue to have groceries delivered or use their Peloton instead of going to the gym, our space will still be carved out in this industry. While it might decline from where it is today, we still expect it to be many multiples higher than it was in 2019.” n
While Medal Dash entered 2020 hosting virtual races as well as in-person events, the Covid-19 pandemic necessitated an immediate turn to virtual events alone, beginning with #CrushCorona in Spring 2020.
The recently unveiled New Balance 2022 TCS New York City
Marathon Collection celebrates runners at every level and features pinnacle New Balance apparel and footwear that have suggested retail prices ranging from $30 to $235 for apparel and $145 to $250 for footwear.
This year’s New Balance 2022 TCS New York City Marathon Collection is a celebra tion of everything that running brings to New York City — and every runner who
travels in for the world’s largest marathon. The collection honors all things that are quintessentially New York City by includ ing imagery of the Empire State Building, skyscrapers and grandiose cityscapes.
This year New Balance pushed to incor porate more environmentally preferred materials and processes in many pieces within the collection. For example, the Performance Running styles such as the Impact tops, Impact Shorts and Tights, Q Speed Jacquard tops and the signature
Marathon Windcheater jacket, all utilize at least 50 percent recycled polyester in an effort to be more sustainable than prior NYC Marathon collections.
“We could not be more excited to be heading back to New York for the 2022 TCS New York City Marathon with NYRR,” says Kevin Fitzpatrick, New Balance global director of performance marketing. “We always reserve some of our most pinnacle product to serve the global running commu nity who come to New York year after year.
“This year we are excited to unveil our most advanced super shoe yet, the FuelCell Super Comp Elite v3,” he adds. “With a limited edition NYC colorway, this is the first opportunity for runners to experience the FuelCell Super Comp Elite v3 before it is officially launched in February 2023.”
The collection also features New Balance’s premium Impact Run and Q Speed apparel, which blend modern and sleek looks with high-performance technol ogy. Notable pieces within the collection include the NB Essentials Logo Crew and Impact Run Tank that feature graphic ren derings of the Empire State Building and a variety of tees that sport a “Marathon State Of Mind” tagline.
Consumers will also find a variety of pieces that were designed with versatil ity in mind, such as the Q Speed Sherpa Anorak Jacket, a black asymmetrical Q Speed Crop Bra and a Q Speed 7/8 Tight. These pieces vary in suggested retail prices of $30 to $130.
“The TCS New York City Marathon Collection is always such a great project to work on as we get to outfit runners from over 140 countries with the latest styles and technologies,” says Jeff Garabedian, New Balance apparel product general manager.
New Balance unveils eco-friendly 2022 TCS New York City Marathon collection that celebrates the city.
“We’re really excited this year with the increase in using envi ronmentally preferred materials and processes.”
For example, dope dyeing was utilized to color the pin nacle tech apparel offerings, the PMV Shutter Speed Jacket and PMV Shutter Speed 7/8 Tights, which reduces water consump tion by at least 80 percent per yard compared to traditional dyeing methods. Additionally, the new iteration of the PMV Shutter Speed Jacket is made from a lighter weight material that offers an enhanced ease of movement from its predecessor.
Another product from the collection that features envi ronmentally preferred materials is the limited edition NYCM Surplus Marathon Jacket. The official marathon jacket is a highly coveted collection staple, but this year a special surplus version of the jacket will be available that is made
of 98 percent (by yield) surplus materials. All marathon jackets have a suggested retail price of $135.
In addition to apparel, this year’s collection also features 2022 TCS New York City Marathon limited-edition col orways of the Fresh Foam X More v4, FuelCell Rebel v3 and
FuelCell Super Comp Elite v3. Drawing inspiration from the energy of the city, each shoe’s design incorporates an electric red that’s threaded through the collection, while also utilizing the all-over print seen in the apparel to capture the humbling experience runners get when in New York City.
In terms of technology, the Fresh Foam x More v4 has the
most Fresh Foam X used in any New Balance shoe to date, pro viding a higher midsole/outsole stack height for additional cush ion and comfort. The FuelCell Rebel v3 continues to elevate the elements of its predecessor with enhanced cushioning and a slightly wider platform for a secure but fast ride. Both the FuelCell Rebel v3 and the Fresh Foam X More v4 were made available on September 20 with suggested retail pricing of $165 and $145, respectively.
Finally, making its debut, the FuelCell Super Comp Elite v3 combines a two-layer FuelCell midsole with Energy Arc tech nology and a knit upper. The FuelCell Super Comp Elite v3 was engineered to give runners ultimate energy return while also maintaining comfort. The FuelCell Super Comp Elite v3 will be available on October 18 with the suggest retail price of $250. n
The New Balance 2022 TCS New York Marathon Collection celebrates the uniqueness of New York City and runners that come from all over the world.When organizing a running race in 2022, the mantra “If you build it, they will come” no longer holds true. Running a successful event involves more than making sure the registration process is as seamless as possible, ordering medals, having volunteers for race day, designing a great shirt, hiring police and EMS and everything else that goes into putting on a quality race. These are, of course, vitally important, but at the end of the day if no one knows about your race then it will be all for naught.
That’s why, in 2022, one of the most important hats a race director must wear is that of a marketing director — and one of the best ways to do that these days is through social media.
Yes, regardless of how hard many of us try to deny it, social media is an everpresent force in our daily lives. First there’s Facebook, which has been a go-to for many for a long time and for good reason. But in this current state of social media consump tion, it’s important for race organizers to reach out to the younger generation, which means looking at TikTok, Instagram Reels and YouTube.
With these platforms the age of simply posting a picture is gone, as the world of video is what is captivating audiences more and more. Video instantly captures your audience’s attention and tells so much more of a story, as evidenced by the rise of TikTok and its short format video content. All of the other platforms have been trying to emulate TikTok’s success, so they are all gravitating toward video, which is what is capturing people’s attention from young to old.
I can see this myself with my 76-year-old father scrolling endlessly on TikTok as I
By Jeremy Fermo, 3 Bros. Running Companydrive him places. That’s proof enough that social media is an important tool for any race director to use because it’s universally used and addicting.
So what kind of video is out there for race directors to use to reach audiences of all ages? There are two types of videos in the world of social media — short format video and long format video.
• Short format video is usually posted on sites such as TikTok, Instagram Reels, Facebook Reels and YouTube Shorts. This content can be up to one minute long, but the best content and most consumed is usually shorter at about nine-to-15 seconds.
• Long format video is video from threeto-10 minutes or longer and this format is
usually followed by your hardcore fans.
Whichever format is utilized, there are some very important tips to follow to get the most out of your social media posting.
1. Tell a story.
Whatever platform you use, make sure to tell a story with your content, because if you have a good story the views will come. From our personal perspective, we are using social media to tell the story of a young company as we embark on our race directing journey with the 3 Bros Running Company.
This includes forming an LLC, contact ing various cities to obtain permits, touring businesses and landmarks to promote our
The secret to successful social media marketing? Take your phone out of your pocket and start filming.
race city, and finally organizing the race. There are numerous stories to tell within all of this, so like us your job as a race marketing director is to find the best and most entertaining way to tell that story in order to promote your event.
2. Post content consistently.
At the beginning you may not know what to post, but that’s all in the learning process. It is more important to post con sistently and post often because the more you post the more you learn and the better you get.
Audiences have a short atten tion span and there is so much content out there that if you don’t post consistently you’ll be lost in the jumble of con tent. Be consistent and see your reach grow.
search engines will lead your content to the people search ing for the topic you chose to post about.
Views are good, but what’s even more important is engage ment. The best way to build engagement is by interacting with those in your comment section.
If they took the time to comment, then give them that respect by commenting back. This will build a great relation ship with your audience and that connection will lead them to run your races or purchase your merchandise. Build that community.
Jeremy Fermoe and 3 Bros. Running Company will be a part of a RunningUSA Deep Dive session for Race Directors/Event Managers at The Running Event 2022 in Austin, TX, on Tuesday, November 29.
you do you’ll never post any thing. The best way to start is to start.
7. Use paid ads to promote your race.
With the use of social media you get to find out your analyt ics for each post, so with that you can learn what organically works with your audience. If you find that a certain post is doing well, then use that information to pay for an ad to promote your race.
Not only will you know it will work, but you know it’s content that people are already drawn to and with that they are more likely to click on that “Sign Up Here” button.
SEO stands for Search Engine Optimization. Because there is so much content that you could be lost in the jumble — this is where SEO comes into play. There could be a whole article written on just this topic, but to put it simply it’s the use of keywords, hashtags and titles to get noticed by search engines like Google or Bing.
For instance if you post on YouTube you’ll need to put the most important descriptors in your title, description box and keyword section. This way the
Trends on social media can take the format of a tortilla chal lenge where people take turns slapping one another with a tortilla, to doing a choreographed dance to a pop ular song. They are called trends for a reason and if you get in on it, then more than likely you’ll ride the wave to views, likes and comments.
Trends are good for a quick increase in traffic, but still make sure to relate it back to your branding.
Social media is a lot of work and I know when many start out they want to first get the perfect camera, lighting, editing soft ware and microphones before posting their first video or short. Don’t overthink it and do not shoot for perfection, because if
This is important because if you’re dreading posting each post then you won’t want to post anything. Make it fun by using your creativity to create videos you want to make and if you do that you’ll be hitting the mark sooner than not.
There is no doubt that if you put on a great race and market it effectively on social media, runners will sign up. To put that in context, our first race drew 336 registrations, which may not seem like a large number, but according to the analytics our race drew more runners as an inaugural race than other more established races in the area.
What was the critical factor? It was due to our social media reach, which was achieved through the content we created on all of our platforms.
For example, our Facebook page was reaching 30,000 users organically every 28 days,
which was then increased to 50,000 with paid ads. TikTok, Instagram and YouTube have all seen an increase in growth and reach, which is why it’s critical to share across all platforms.
This is a new era of race directing and with the rise of virtual racing and an influx of new runners into the sport fol lowing the pandemic, now is the time to leverage social media to fill those bibs.
So take your phone out of your pocket and start creating now. n
Jeremy Fermoe is one of the founders of The 3 Bros Running Company, Lumberton, TX. Its mis sion is to bring big city racing to cities throughout Texas. They are heavily focused on using social media to market their brand and races. On social media, look for @3BrosRunning on YouTube, Facebook, Instagram, and Twitter. To contact Fermoe: JeremyFermo@3brosrunning.com
Todd Crandell lets out a deep breath and raises his hands behind his head, walking off the hour-long run he’s just completed. Sweat glistens on his brow, but he isn’t exhausted by this run. If anything, he’s fueled by workouts like this that help clear his mind and keep his body strong and lean. It’s all part of his regimen to stay strong and healthy in body, mind and spirit.
Running isn’t new to Crandell – he’s run thousands of miles over the past three decades – but it’s part of a bigger goal: to complete 100 Ironman competitions. That happens this month when he crosses the finish line at the Ironman World Championships in Kailua-Kona, Hawaii.
Crossing this finish line is more than achieving a personal goal — it’s a testa ment to the new life Crandell has created.
Crandell wasn’t always an Ironman. In fact, he wasn’t always a runner. The adrenaline of the runner’s high is what courses through his veins these days, but it wasn’t always this way. It took a long time, and a grueling, heartbreaking journey, for Crandell to get to this point.
That’s why it means so much for him to be standing there.
The Start of the Spiral
Crandell’s childhood wasn’t exactly a fairy tale in the making. He grew up in a house where his mom battled addiction, fighting her own demons. She took her own life when he was just three years old.
The aftermath of this loss was profound and he witnessed other family members battle drug and alcohol addictions as well. He wasn’t sure how to deal with the trauma he experienced and didn’t know how to cope with the constant ache that wouldn’t go away.
Former addict Todd Crandell plans to complete his 100th Ironman while building a lifesaving nonprofit to help others. Completing his 100th Ironman this month in Hawaii will be a testament to Todd Crandell’s new life.
Crandell was 13-years old when he made the decision to drink alcohol. There was some thing in the liquid that numbed him, made him feel less hurt, less alone. It helped that ache go away for a while.
He liked that feeling of not feeling.
The use of alcohol increased until, one day it couldn’t keep
the pain at bay like it used to. That’s when he decided it was time for something stronger, so he tried drugs for the first time. And thus began the spiral into an abusive pattern of addiction, disappointment, indifference.
“Nothing mattered except where would I get my next fix? How could I continue my high?” Crandell says. “I didn’t
see anything, think of anything, really care about anything, except getting high.” He spent the next 13 years in the dark abyss of addiction, struggling to get by.
“I tried everything I could get my hands on — alcohol, prescription pills, crack, heroin, cocaine,” Crandell explains. He ended up homeless and hopeless.
The trauma of losing his mother at a young age, coupled with the vicious cycle of addiction, had left him empty and alone.
“I lost family and friends. I lost educational opportunities and athletic opportunities. I lost myself,” Crandell says.
In 1993, Crandell hit rock bottom. He was in and out of jail and found himself contem plating suicide. He was 26-years old, had just gotten his third DUI arrest and he decided it was time to make a change.
“This was the day when I had an awakening,” he explains. “I said I’m done — done with the drugs and the alcohol and the self-loathing. I wanted a differ ent life and I knew I needed to do something different. This was the day I started on a physical, spiritual and emotional quest to improve as a human being.”
And since that day he hasn’t stopped working to become the best, healthiest version of him self. Crandell focused his energy on getting sober and staying sober. When he saw what was possible without the fog of drugs and alcohol, he realized so much was waiting for him.
“With sobriety, anything is possible,” he says.
Crandell turned to exercise as a healthy outlet and decided he wanted to start training for Ironman competitions. “I enjoy the physical challenge of push ing my body to the limits,” he explains.
He found parallels in the discipline needed to make the conscious decision every day to choose sobriety and the dis cipline necessary to train for Ironman competitions.
“Sobriety is just like Ironman.
Crandell’s goal for Racing for Recovery is to develop an in-patient facility to help even more people and their families.When you’re struggling, when you want to give up — it’s only temporary,” Crandell contin ues. “The reward of finishing the race is totally applicable to attaining sobriety because life is good.”
Crandell realized he wanted others to know they could achieve a life free from addic tion, too. So in 2001 he created Racing for Recovery, a nonprofit organization based in Toledo, OH, dedicated to helping people from all walks of life overcome addiction.
In addition to being an Ironman, Crandell is a Licensed Professional Clinical Counselor and a Licensed Independent Chemical Dependency Counselor.
“Because I’ve been there, I understand the thought pro cesses and motivations that drive substance abusers and the energy required to maintain a sober life.”
Racing for Recovery is designed to be an alternative to other recovery programs, with a focus on promoting a lifestyle of health, fitness and sobriety.
“We aren’t the usual 12-step program,” Crandell says. “We work to help substance abusers redirect their energy into posi tive action. We offer counseling services, exercise classes and support groups. But what sets our support groups apart is that they are available to everyone affected by addiction — the individuals themselves, their friends and their families.”
Racing for Recovery has helped thousands of people (and their families) change their lives.
“When we surround ourselves with a support system of family and friends, when we stay true
to ourselves, when we don’t give up hope, we can make positive change,” Crandell says. “Racing for Recovery helps with all of that.”
Running and training have played a huge role in Crandell’s success over the years. This month, he will compete in the Ironman World Championships in Kailua-Kona, Hawaii. The legendary 140.6-mile journey through the barren lava fields of the Hawaiian Islands will be the ultimate test of strength, grit and heart.
But it’s also a testament to how far he has come. The 2.4mile ocean swim, 112-mile bike ride and 26.2-mile run takes him further from the life that he once lived. He wants to provide hope to those battling drug and alcohol addiction that there are brighter days ahead — and that change is possible.
“If I can do this, anyone can get sober,” Crandell says.
His goal is growing Racing for Recovery into an in-patient facility. Following his 100th Ironman he plans to leverage that momentum and focus on taking Racing for Recovery to the next level — helping even more people by offering a place where those suffering from addiction and their families can go to focus on themselves and face the challenge of get ting sober.
“I want others to be able to stand here, like I am today, and look back and see just how far they could go once they made that choice to become sober.” n
For more information, or if you or someone you know needs help: racingforrecovery.org
Every Labor Day weekend more than 4500 participants descend onto a closed major interstate in Charlotte, the largest city in North Carolina, for the Around the Crown 10K presented by Truist (ATC10K). But this event is about much more than just a race.
Participants not only get to run the race, but they also can experience programs such as a Pay What You Can entry fee, the Feetures First Timers Club and competing in the stroller division at the race.
“Around the Crown 10K presented by Truist is not your traditional running race — our goal is to work towards having our Start Line look like our community,” shares Brian Mister, race director of the ATC10K. “That means diversity in ability, age, race, gender, speed and even the way the participant came to running and why they chose this event.
“We want to ensure our participants are celebrated, that our sponsors are not only making our event better but the planet, too, and that all of our partners throughout the year are part of the initiatives we define as our core pillars: accessibility, inclusivity and sustainability,” he adds.
In collaboration with charity beneficiary RunningWorks and sponsors includ ing Truist, Brooks Running, Feetures and Recover Brands, ATC10K executes year-round programming to increase par ticipation in running and education on sustainability practices from the house to the finish line. ATC10K also collabo rates with run specialty retailers Charlotte Running Company (a 2021 Best Running Store) and running clubs like Front Runners and Mad Miles Run Club to host group runs/ walks mixed with educational components.
ATC10K operates on the three key pillars of accessibility, inclusivity and
sustainability and the organizers construct a year-long calendar, expo and race around them.
ATC10K and its sponsors make it a prior ity to make running accessible to everyone in their community through these key programs:
• Feetures First Timers Club: In col laboration with Forward Motion CLT, a certified running coach prepares a 10-week
training plan for participants who are new to running and encourages them every step of the way for a deeply discounted rate of $20, which includes both the race entry and the training.
• Pay What You Can entry fee: Truist, ATC10K’s presenting sponsor, wants to ensure participants aren’t prohibited from participating due to finances, so participants can register for the race and pay what fits their budget (all participant info is kept confidential).
A look at the running race that’s shaking up the race industry with a sustainability and inclusivity message.. The ATC10K is not a typical race, brining thousands of diverse runners to Charlotte Labor Day weekend.
• Strollers: Have kids? No problem. ATC10K invites those who need or want to bring their kiddo(s) along for the ride and they get a five-minute head start to have the space needed. The event also invites racers in wheelchairs to join the fun.
Through its year-round pro gramming to engage with the community the race where the race is held, ATC10K works diligently to make its start line look like its community through these initiatives:
• Truist Training Tours: ATC10K activates and partners with groups like Mad Miles Run Club and Front Runners to host training runs/walks in their respective community or neighborhood to increase participation and decrease intimidation.
• Supporting HBCU initia tives: Collaborating with Mad Miles Run Club and Charlotte Sports Foundation, ATC10K helps to offer a HBCU Pride Run the day before the race in conjunction with other educa tional activities and initiatives.
• Blind/Visually impaired runners: Through a relationship with Paraguide, ATC10K helps visually impaired runners with guides have a safe and enjoy able run.
• Transportation to/from the event: ATC10K is held in uptown Charlotte and is on metro and bus lines and offers ample parking from sponsors such as Subaru as well as pro motes commuting via foot or bicycle.
ATC10K prides itself on being one of the most sustainable
running events in the country and is continuously seeking new ways to reduce carbon footprints from the race, participants, spec tators and sponsors.
• Half-size bibs: Tyvek, the product that race bibs are made of, is not easily recyclable, so ATC10K decided to cut the waste in half by cutting its bib size in half (all the important information including sponsor logos are still highly visible).
• Cup-less: By partnering with Hiccup, a reusable silicone cup, ATC10K replaces paper cups at all of the water stops, diverting more than 8000 pieces of waste from the landfill.
• Earth Day is celebrated year round: Through partnership with one of its charity beneficiaries, Carolina Farm Trust, ATC10K kicked off Earth Day with a plogging event and continued it through race day.
• Low Impact Alliance (LIA): ATC10K is a founding part ner of the LIA. Through that partnership, ATC10K stays abreast of sustainability trends in the run industry and helps to shape policy and other practices coming from industry thought leaders.
• Sponsor selection: ATC10K selects a highly targeted and select group of sponsors who share the same values and vision as the event.
• Donate to charity in lieu of your medal: Participants have the option to forgo their medal in exchange for a donation to one of ATC10K’s charity beneficia ries (and it reduces extra waste from creation to shipping). n
To learn more about Around the Crown 10K presented by Truist, visit aroundthecrown10k.com.
There’s a place for runners of all types, ages and abilities at the ATC10K.
Jack Fidell
Dad and
Arch
Seeking to encourage runners back to mass participation events after two years of COVID-19 setbacks, the Abbott World Marathon Majors (AbbottWMM) and Mass Participation World (MPW) have launched what they are calling their #togetherwe move initiative.
The Abbott World Marathon Majors race directors and CEO are supporting the cam paign as they recognize the importance of all event tiers returning to pre-pandemic levels. A release from AbbottWMM noted that this is “not only for event organizers, but also for the health and well-being of the global population as the lockdown and travel bans led to a more sedentary lifestyle for many.”
“We are delighted to see that the world has returned to events and the Majors are back in full force this season,” says Dawna Stone, CEO of AbbottWMM. “The industry overall, however, is struggling to bounce back from the change in behavior the pan demic brought about and we want to do what we can to support and encourage that reversal.”
“Mass Participation World (MPW) is excited to be partnering with the Abbott World Marathon Majors to support the industry with the #togetherwemove digital toolkit at this challenging time,” adds Chris Robb, CEO of MPW. “One of our key mis sions is to facilitate global collaboration. We have no doubt that this initiative will
help organizers to remind participants of the joy of participating together, which in turn has the potential to positively impact the health and well-being of millions.”
An inspirational video and marketing toolkit has been created for running events across the globe as they entice runners back to their in-person events. It aims to remind runners and supporters of the joy of taking part together, overcoming adversity together and the achievements and experiences that mass events provide.
The video was produced by UK-based agency Cravens and is voiced by Steve Cram, the former World Champion middle distance runner and athletics commenta tor. n
Joint effort of two organizations is promoting mass participation races.
For a brand all about being in the game, all about championing per formance and the will to compete, Under Armour found itself in an uncomfortable and ultimately untenable position on the sidelines in early 2021.
As other running footwear brands hus tled into the “super shoe” race, pairing bouncy midsole compounds with carbon fiber plates to escalate performance, Under Armour had nothing comparable to offer its sponsored athletes, let alone the everyday runner. The landscape was shifting with new technologies promising to give athletes a competitive edge. Or as former Under Armour elite athlete-turned-Under Armour sports marketing employee Will Leer put it: “The feeling of fast has changed.”
Under Armour, though, hadn’t changed with it.
Though Baltimore-based Under Armour had continued innovating, bringing unique, performance-oriented technologies like the Flow midsole-outsole hybrid and the uber-lightweight WARP upper construc tion to market, and also demonstrated a resurgent commitment to the performance run marketplace and run specialty retail, in particular, it remained conspicuously absent from the super shoe wars.
“We didn’t have that extra notch, that extra gear,” admits Doug Smiley, Under Armour’s global product director for per formance run footwear.
And that reality needed to change — and change in tangible, real ways by the start of the World Championships in Eugene, OR, in July 2022.
As races resumed in 2021 from their pandemic-era depths, Under Armour did something drastic. The brand discarded
normal footwear development timelines and marshalled the extensive resources of Under Armour – still one of the globe’s largest athletic footwear and apparel enterprises despite encountering business headwinds like revenue declines and an aborted deal with Major League Baseball – to embark on a super shoe adventure.
“This is a highly competitive landscape where everyone is bringing their best and we needed to do that, too,” Smiley says.
Throughout the first half of 2021, Under Armour supercharged its development efforts, eager to equip its athletes, both on the road and on the track, with the best possible product as quickly as possible. It tore into research about the underfoot
experience and its impact on athlete per formance. It launched into design ideas. It queried its elite athletes for perspective and insights.
“We prioritized this above all other things,” Smiley says.
With rampant testing and iteration, Under Armour developed early prototypes of a marathon race-day super shoe and a mid dle-distance track spike before lining up members of its North American pro run teams – Dark Sky Distance, Baltimore 800m and Baltimore Distance, now known collectively as UA Mission Run – for wear testing and feedback. Notably, Under Armour introduced more sizes for testing than ever before to collect deeper
How Under Armour got off the sidelines and into the super shoe game. Under Armour got off the sidelines and into the “super shoe” race earlier this year with a limited release of the Flow Velociti Elite. The model will launch globally next spring.athlete feedback. Rather than developing the typical two sizes, the brand invested in multiple last molds to cover eight unisex sizes for early prototype wear testing, thereby accommodating approximately 70 percent of its pro athlete roster.
“We had to get validation from athletes,” Smiley says.
Informed by ongoing testing, Smiley and his team dissected every element of the marathon racing shoe, well aware of the scrutiny their initial entry into the super shoe category would bring. The same deliberate approach extended to the track spike Under Armour developed in parallel.
“We were mindful and inten tional,” Smiley assures.
In October 2021, Under Armour hit a key milestone in its enterprising super shoe project. Over three consecutive days, 29-year-old orthopedic surgeon Jordan Tropf – a “friend” of the brand mar ried to a sports marketing manager in the company’s run ning division – completed the Baltimore, Chicago and Boston Marathons in 2:27, 2:31 and 2:32, respectively.
Tropf’s 7:31:30 total across the three events, a 2:30:30 average, established a new Guinness World Record for the fastest combined time for three marathons in three days, breaking the previous mark by some 40 minutes.
Tropf’s record-setting perfor mance provided Under Armour an undeniable jolt of market ing electricity. It generated headlines and posts on social media and popular running web sites, many openly wondering
about Tropf’s curious choice of footwear — the still-in-develop ment marathon super shoe. For Smiley and his crew, however, Tropf’s moonshot represented something else: a meaningful validation of the footwear’s ability to deliver on the road without battering Tropf’s legs.
“He hit a consistent per formance over three different courses,” Smiley says of Tropf, who wore the same exact pair of shoes for all three marathons. “His form was consistent and he was running across the finish line with confidence. It was a strong data point on our jour ney here.”
Under Armour’s momentum surged again in November when Weini Kelati won the U.S. 5K Championships in New York City’s Central Park in an event record 15:18. Weeks later, Kelati smashed the course record (22:55) at the fabled 4.748 Manchester Road Race in Connecticut. At both events, Kelati donned the second-version prototype of Under Armour’s super shoe.
“People take notice when your athletes are out there breaking records,” Smiley says.
Inspired, Under Armour dashed forward.
Fueled by ongoing ath lete feedback and energizing momentum, the brand contin ued tinkering and fine-tuning its super shoe. It lightened the upper with a new version of WARP – the aptly named WARP 2.0 – and further sculpted the midsole geometry.
With enough data points and insights in hand, Under Armour then readied the super shoe for a modest commercial release. Navigating supply chain chal lenges and factory shutdowns, it
successfully hit the 2022 World Championships target it set a year prior.
Last June, Under Armour unveiled a limited North American release of the Flow Velociti Elite on its website. The $250 marathon racing shoe, bolstered by a full-length carbon fiber plate, supercritical Flow foam and a TPE sockliner for enhanced bounce, sold out in three weeks.
At the same time, Under Armour introduced the 4.5ounce Shakedown Elite, its 1500-10,000m track spike fea turing a full-length Pebax plate, a thoughtfully constructed mid sole foam geometry and WARP upper. Under Armour athletes
Neil Gourley and Katie Snowden sported the Shakedown Elite at the World Championships, both advancing to semi-final rounds
of the 1500m in Eugene.
While a full-scale global launch of both the Velociti Elite and Shakedown Elite will come next spring, Smiley says Under Armour is pleased with its ambitious efforts to create both performance-driven models. It opened up the brand’s aperture on a higher level of thinking and demonstrated the power of the Under Armour engine to folks inside and outside of the Under Armour orbit.
And to be certain, the Flow Velociti Elite, specifically, also pulled Under Armour off the super shoe sidelines. Now, Smiley says, the brand can better outfit athletes and com pete in a hyped-up footwear category.
“The work we’ve done spells out our commitment to run and who we are in the space,” Smiley says. “It signals a com plete commitment to athletes.” n
Under Armour’s Flow Velociti Elite “super shoe” (top) and Shakedown Elite middle-distance track spike were developed in tandem over the last year to help Under Armour elite athletes compete at the highest level
Whena Black woman who did DEI (Diversity, Equity and Inclusion) work reached out to see if I was interested in hopping on a call with a group of white people who were forming a coalition to address racial diver sity in the running industry . . . I wasn’t. The idea that white people who knew noth ing about race and racial work would be leading a coalition on racial diversity made my eyes roll so far back in my head, I heard my grandmother telling me to be careful or they’d get stuck that way. And really, hadn’t I already given enough free labor?
But an Indigenous community leader had already agreed to join the call, and she posted on social media that she wished the running industry had something similar to the outdoor industry’s DEI effort. Okay, I thought, I will do this in support of her. So I said yes.
We met on Zoom. There were two white men and one white woman, all in the run ning retail business, plus the Indigenous leader, the Black woman who’d brought us on and who was serving as their adviser, and me.
The call began with one of the men explaining that they’d all been deeply affected by Ahmaud’s murder. Ahmaud was a runner, and he had opened their eyes to racial violence and what it means to run as a Black person. They decided it was time to explore what the industry should do. The man’s eyes welled with tears. Here we go, I thought. Was I going to have to comfort a white man newly awakened to racial harm? I bit my lip.
The group went around in a circle intro ducing themselves. When it was my turn, I started by saying that the running industry is part of the problem. It is rooted in white ness and white supremacy and this was
what the industry needed to address.
The white people shifted in their chairs, and their faces went stony save for one man, who blew up.
“Don’t call me a white supremacist!” he said, his hands flying up in the air. “White supremacists are skinheads who hate people. KKK. Nazis. I’m not like that.”
I’d been on multiple calls with racially igno rant white people, but this was the first time white fragility had exploded in front of me. I took a breath and explained as I had for the podcast host that the definition of white supremacy was broader than the extremist understanding.
I also told him that it was his responsibility to understand these terms if he was going to be involved in this work. He couldn’t hear me. He was too deep into defending his “good person” –i.e., non-racist – status.
“I am nice to Black people,” he said, defiant. “I put a kid in Africa through col lege. One of my best friends is Black. He, he, he named his son after me.” A common tactic, the “I have a Black friend” defense. I believe he actually repeated it. “I mean, my GOD, He. Named. His. Son. After. Me.”
I didn’t know whether I wanted to laugh or scream. The average Black person without a formal education knows more
about racial issues in our country than a formally educated white person. White ignorance is part of what keeps a white supremacist system in place. If we don’t acknowledge it exists, then there’s nothing to address. White supremacy is the system that allows racism to flourish, and prevents racial diversity from being welcomed and celebrated. I often think of this quote from the hip-hop artist Guante: “White suprem acy is not a shark, it is the water.”
It was clear to me this group needed to do a lot of reading and personal reckoning
An exclusive excerpt from a new book from industry activist Alison Mariella Désir.with their whiteness before we could move ahead, and so I said as much. After we hung up, I texted the Indigenous runner: What was that? She replied, What a meeting.
Often on calls, the people of color shared our experiences with racism. We talked about a lifetime of microaggressions, of feeling dismissed and not being acknowledged. Of our children coming home from a walk with friends and telling us that a white man threatened to call the police if they didn’t leave the neighborhood. We expressed how difficult it is for Black people and people of color to feel safe in running groups, in public space, in these meetings. We talked about the stress of being the only person of color at an event. We expressed the reality of racial trauma, the real emo tional distress and weight of being a person of color in the United States.
One person at a major run ning shoe brand disclosed that they were overlooked for a promotion because they didn’t have the “right look” for the job.
Someone shared that a person they’d recommended was not hired because, as the manager put it, they had dreads. Another person at a different running shoe brand shared that they’d been dismissed in meetings and marginalized by colleagues. Not once, but on many occasions. “No, no, that can’t be true,” the white woman said. The person of color nodded that it was. The white woman was shocked: this happens in our industry.
Over time, the white people came to see how very differ ent our experiences were from theirs. They began to under stand that we came to this work weary and exhausted. That we live with the worry and the weight every day while they can step away from race whenever they want to, rest, take a break. We cannot. We are tired of explaining race to white people. We are tired of trying to get them to see beyond whiteness
and white comfort to see us. We have little patience for their racial awakening, their process ing, their trouble with language. Our lives are at stake. Our chil dren’s lives are at stake. Get up to speed and get on board. n
Alison Mariella Désir is an endurance athlete, activist and mental health advocate. Running saved Alison Mariella Désir’s life. At rock bottom and searching for meaning and struc ture, Désir started marathon training, finding that it vastly improved both her physical and mental health. Yet as she became involved in the community and learned its history, she realized that the sport was largely built with white people in mind.
To help make running more inclusive and welcoming to people of color, Désir founded Harlem Run, a New York City-based running movement, and Run 4 All Women, which has raised over $150,000 for Planned Parenthood and $270,000 for Black Voters Matter.
Désir is currently co-chair of the Running Industry Diversity Coalition,
a Run Happy Advocate for Brooks Running and an Athlete Advisor for Oiselle.
A graduate of Columbia University for her Bachelor’s and two Master’s degrees, including a Master’s of Education in counseling psychology, Alison has been published in Outside Magazine, contributed the foreword for “Running is My Therapy” by Scott Douglas, and founded the Meaning Thru Movement Tour, a speaking series featuring mental health experts and fitness professionals.
“Running While Black” is her first book. Alison Mariella Désir currently lives with her son, Kouri Henri, and partner, Amir Muhammad Figueroa, outside of Seattle.
To learn more: alisonmdesir.com
Alison Désir will be holding a book reading and Q+A in the Training Camp Theater at The Running Event in Austin, TX, on Wednesday, November 30 from 11–11:30 a.m.“Don’t call me a white supremacist!” he said, his hands flying up in theair. “White supremacists are skinheads who hate people. KKK.Nazis. I’m not like that.”
I’d been on multiple calls with racially ignorant white people, butthis was the first time white fragility had exploded infront of me.
Four years ago, Emily Davis and her husband, Keith, owners of the Fleet Feet running shop in WinstonSalem, NC, looked into their store’s 1200-square-foot community room and brainstormed different uses for the large, underutilized space.
The couple arrived at a novel idea: create a “recovery zone” for customers to learn about and trial an assortment of recovery products. Over the years, the Davises’ recov ery zone became an experiential showcase for recovery products such as rollers, sticks and percussive therapy devices (aka mas sage guns).
“Our goal was to let our customers experience recovery products just as they experience footwear,” Emily Davis says.
The idea of creating a recovery zone in running store showrooms has gained credence over recent years given the rise of the recovery category alongside accelerat ing consumer interest in healthier, more balanced and active lifestyles. Once lim ited to The Stick, a basic foam roller and a post-workout protein drink or two, the recovery category now includes a diverse collection of items, including massage guns, vibrating rollers, whole-body vibration devices, recovery boots, CBD products, recovery footwear and more.
“The recovery market has never been hotter,” Roll Recovery founder Jeremy Nelson says. “More and more people are learning the benefits of active recovery and taking care of their bodies.”
An in-store recovery zone – a concept capable of being replicated at races, expos and other out-of-store events, it’s worth noting – capitalizes on the experiential nature of many recovery items. Through
hands-on use, customers can realize the effectiveness and value of recovery products for themselves.
“When trying things back-to-back you really get a sense of what works and what doesn’t,” Nelson says, adding that an expe riential area gives independent retailers an edge over big-box and online stores where firsthand product testing and direct staff education is meager, if not wholly absent.
While there’s a strong case to be made for keeping recovery demo products near footwear where customers can quickly experience the tools while an associate grabs shoes during the sit-and-fit experi ence, the recovery zone doesn’t eliminate that strategy. In short, it’s not an either/or proposition.
Store associates can introduce recovery products into the fit experience and later guide customers into the recovery zone to address any pesky problems they might have identified while trying on footwear.
Stores can also encourage customers to visit a recovery zone while waiting for their sit-and-fit experience to begin or use the space to host mini-seminars or workshops on recovery with store associates, vendor reps or external partners like a physical therapist.
A defined area spotlighting various recov ery products and inviting trials adds value to the relationship running stores have with their customers. Yet more, the store-withina-store concept offers the additional – and enticing – benefit of driving revenue while extending customer visits, heightening educational opportunities and deepening customer loyalty.
“If we can educate customers beyond shoes, socks and insoles, then we have a better shot to keep them active, moving, fit and happy,” Davis says.
So, how might a run shop create a lively recovery zone? Here are four real-life ideas for the road to reovery.
How run specialty retailers can create a recovery zone to capture add-on sales. Fleet Feet Winston-Salem utilizes window graphics from TriggerPoint to highlight its in-store recovery zone.Prior to COVID-19’s arrival, Fleet Feet in Syracuse, NY, created a recovery zone in its store anchored by two Normatec Leg air compression boots and two Zero-Gravity Chairs. While the pandemic compelled Fleet Feet Syracuse to dismantle its recovery zone, the store has repositioned one chair-and-boots setup in a large fitting room for private appointments.
“One thing about the boots is that they do require staff member setup and management,” Fleet Feet Syracuse marketing director Rachel Murphy reminds.
Customers can purchase a 30-minute slot with the Normatec Leg boots for $20, though the East Syracuse store also offers five and 10-session punch cards for $90 and $150, respectively. Murphy says appointment bookings accelerate around major marathons and are also popular after the store’s Sunday morning runs.
Power Plate has a history of creating “recovery zones” for health clubs and commercial dealers and the concept is slowing beginning to take hold in running stores, too, says Power Plate national account manager Paul Goldberg. While Power Plate’s whole-body vibration systems encourage post-run circulation and lymphatic drainage to accelerate recovery times, the brand also offers targeted vibration products like its Pulse and Mini+ percussive therapy devices, rivaling the offerings from brands like Pro-Tec, Therabody, Hyperice and Roll Recovery.
“The targeted/localized vibration allows the athlete to focus on key problem areas specific to them,” says Nick Goodman, Power Plate VP–mass retail and sales operations.
Power Plate’s charging station, meanwhile, positions three Pulse massage guns for ongoing use while the station can also charge the vibrating Power Plate Roller. Notably, the Pulse features an antimicrobial coating to reduce the spread of everyday germs and bacteria.
Foundational items in any recovery zone, rollers and sticks have long been used to increase circulation, ease muscle tension and expedite the recovery process. These “OG” recovery products are a must in any recovery zone and can easily be paired with next-level products like Pro-Tec’s AcuRoll (left), TriggerPoint’s Rush Roller and Roll Recovery’s R8 deep tissue massage roller (right).
At Fleet Feet Winston-Salem, the Davises’ recovery zone is lined with large graphics provided by TriggerPoint. The under-window posters feature information and examples on how to use TriggerPoint massage products for different areas of the body. The corresponding products are then available for immediate use.
Rollers, massage sticks, massage guns and recovery boots are the obvious products to fill a recovery zone, but the concept can be more, especially for stores with the space and desire to elevate the idea.
There is, of course, ample opportunity to line the recovery zone with additional recovery products available for purchase, such as compression calf sleeves, recovery footwear and sandals, CBD-infused ointments and recovery drinks, including singleuse packages available for sampling, if not sale, and immediate consumption. Informational signage can help educate customers on the use and benefits of distinct products.
“Without bringing in new infrastructure, it’s certainly possible to enhance a recovery zone area with a mini-fridge stocked with water or a Nuun water cooler people could use,” Fleet Feet Syracuse’s Murphy says.
When Fleet Feet Syracuse operated its recovery zone pre-COVID, it created a Zenlike area with plants, which differentiated the area from the rest of the showroom. It was a successful, distinctive concept, Murphy says, and something store leadership has considered re-implementing.
“We’re constantly thinking about ways to enhance the experience people are having in our store and how we can deliver an elevated level of service and more opportunities for staff to educate customers,” Murphy says. “The recovery zone concept fit this and went with everything we do to help people move, feel good and prevent injury.”
Major brands talk recovery and showcase their hottest products in 2022.
The OOcandoo features OOfoam technology and the patented OOFOS footbed take on a new versatile, lightweight and flexible design. The addition of a single Velcro-strap means runners can easily slide these on while maintaining a secure fit. MSRP: $99.95
“Our retailers that have seen the greatest success selling recovery footwear pose the question, ‘What are you doing for recovery?’ or they simply make OOFOS part of the fit process. We encourage our retailers to ‘Get it on their feet!’ Once a customer experiences our product, they are much more likely to include it in their purchase, which also pays huge dividends to the retailer with their DPT and bottom line.” — Scott MacPherson
LactiGo is a topical gel with menthol, carnosine, and magnesium that helps runners maximize their athletic performance and recovery. This topical gel is banned substance-tested by Informed Sport and has been shown to help reduce muscle soreness during and after exercise. MSRP:$29.96
“Runners that properly recover are better able to run happy miles, with less soreness. Educating new runners that come into a retail location on the importance of recovery is critical to ensuring they have an enjoyable experience during and after their runs.” — Max Pringle, COO
Skratch Labs’ Horchata Recovery Sport Drink Mix provides runners with the protein, carbs, electrolytes and taste needed to refuel, rehydrate and rebuild after workouts. MSRP: $33.95
“Runners often put a lot of thought into fueling before and during their run, but recovery is all too easily skipped or overlooked. Even reminding customers that recovery is an essential part of any run through merchandising, events, training groups and interactions with employees can make a big difference in how they think about recovery and in their longevity as a runner. From a product standpoint, offer them options that will make a difference in how they feel and explain why and how they work.” — Annie Dwyer, B2B Sales Manager
Monkee Mount helps runners properly massage sore muscles in the neck, shoulders and upper back. Monkee Mount attaches to any door frame or squat rack and the height and angle can be easily adjusted for a hands-free massage that hits all of those hard-to-reach places. MSRP: $79.99
“Work with your suppliers, get these products out from behind a glass case and get them into customers’ hands or backs. As a company, we would gladly replace any demo items that go missing.” — David Mills, CEO
CEP
CEP’s Infrared Recovery Compression Socks help runners improve microvascular circulation to shorten recovery time and ensure their legs feel rejuvenated more quickly. This sock features a slim profile and Lyocell fibers for better moisture management, breathability and wearing comfort throughout the lower leg. MSRP: $49.95
“Ask all your customers what they’re doing for recovery. Every runner has a training plan, but most don’t plan out their recovery. Help them build a post-run recovery routine by having a designated recovery area in the store to easily introduce recovery into the conversation and highlight its importance in their run schedule. Also, work closely with your training programs to make sure your participants have what they need to be successful and that they enjoy the experience and want to participate again.” — Jared Finney, Director of Sales
MyoStorm’s Meteor Mini is a self-heating, vibrating massage therapy ball combining heat with its Ultrasoothe Vibration technology, designed to facilitate muscle recovery and help reduce chronic pain. Its deep tissue massage helps with stiff muscles, knots and soreness after workouts, and is calibrated for everyday aches and pains. MSRP: $119
“Runners put their bodies under a lot of wear and tear. Using the Meteor on the legs and feet regularly can help combat plantar fasciitis, Achilles tendinitis and other common pains.” — Bailey Carlson, COO
Heal Again Topical Relief & Recovery is a roller with 14 beneficial botanicals, including THC-free CBD and CBG. Application can be done pre-race, during the race or post-race. The menthol assists with a warm/cool relief as the other botanicals go to work on inflammation and aches. MSRP: $29.99–$349.99
“Customer awareness for recovery products can be done in-store, through social media and/or events very easily. A few simple questions when a customer is trying on shoes will allow the store to gauge a client’s needs. What brought you in today? Do you have any upcoming races? How are you currently recovering post-race or post-run? These questions will help with deciding what products to recommend. All of these aspects are important to recovery and improving speed and distance when running.” — Christine Hammond, VP–Sales & Operations
Power Plate’s Mini+ Massage Gun comes in a new white color for the holidays. Weighing less than one pound, this massage gun has four speeds, a four-hour battery life and fits easily into any carry-on bag. MSRP: $149.99
“Keep an assortment of massage tools like foam rollers, foot rollers and massage guns near the benches a customer sits on when being fitted for shoes. While the staff is checking stock for their selected shoes, they can provide the item to the customer while they wait and it gives them a chance to interact with the item. Dealers will sell more vibrating items when they can effectively compare them to nonvibrating items.” — Paul Goldberg, National Account Manager
Lightfeet Arch Support flip flops are designed by podiatrists for post-sport to help relieve muscle fatigue and sore, tired legs. They deliver support and comfort while also providing relief to runners who suffer from plantar fasciitis. Durable, lightweight and made from recycled materials. MSRP: $39.95
“We are all about making products that help empower people to do more of what they love. We have been designing Arch Support flip flops since our inception in 2006. We are incredibly proud to produce our Arch Support Flip Flops from recycled materials, our unique process of repurposing EVA from offcuts prevents unnecessary waste and materials going to landfill.” — Jake Bevis, Brand Development Manager
Pro-Tec’s AcuRoll is a heatable, deep tissue seven-inch roller that provides pain relief using 100 percent natural acupressure and heat to release tight muscles and joints. Made to help relieve larger muscles in the lower and mid back, legs, quads, hamstrings, IT band and calves. MSRP: $44.95
“Understanding how a product works to optimize recovery and communicating this to the customer helps them gain confidence in what they are buying. For example, when a customer understands that a contoured roller massager provides a deep tissue massage by breaking up adhesions and muscle knots and bringing blood flow to the area, they will identify with the benefits and feel more engaged with the product. People like some technical knowledge with their purchase. It allows them to better own not just their product, but their entire recovery process.” — Jeff Rodgers, CEO
KT TAPE
KT Tape Pro Wide addresses the very common pain point for fitness at any level — soreness. The KT Tape Pro Wide prevents muscles from becoming sore with its four-inch width to target large muscle groups for flexible pain relief and support. It was created with moisturewicking synthetic fabric and durable adhesive so it can last on the skin for four-to-seven through showers and sweat. MSRP: $20.99
“Make sure your staff is educated in providing ideas for implementing the recovery products into shoppers’ fitness routine and why it would benefit them.” — Ryan Kosmynka, Senior Account Manager
Honey Stinger’s Nut + Seed Bar features a nut-butter filling covered in caramel and rolled in nuts and seeds to create a protein-packed, post-exercise snack. Loaded with 14 grams of protein, three antioxidants and 25 percent of the daily recommended value of Vitamins A, C and E, the Nut + Seed Bar provides the fuel runners need to help rebuild muscles and fight inflammatory responses. MSRP: $35.99
“Many consumers are undereducated on the importance of fueling their recovery as an integral part of the training process. Making sure retailers are informed and share resources that can help educate customers on the importance of recovery nutrition. Cross-merchandising nutrition products with other post-workout gear also can help cue usage when pairing something they understand with something they’re not as familiar with.”— Wendy Mayo, VP–Marketing
OS1st’s KS8 Performance Knee Sleeve features lightweight, targeted knee compression with an added adjustable thigh strap, patella ring and semi-rigid, removable stays for additional stabilization. Made with lightweight materials, including a new foam-based stay-in-place gel grip, the sleeve is thin and flexible enough to wear before, during or after runs. MSRP: $59.99
“Recovery is a hot topic right now with a lot of new technology. Retailers can sell more recovery products through educating their customers as to how they can maximize the benefits or relief they feel with other complementary recovery products. If someone comes in for a massage tool for their quad pain, recommend a compression sleeve that targets the same area to keep blood flowing and swelling down after their massage.” — Josh Higgins, President
Jawku’s Muscle Blaster Mini Ultra Compact Ultra Silent Massage Gun is smaller than an iPhone and weighs one pound. It comes with four massage heads and three speed settings. MSRP: $149.99
“Try something new for your store. Sometimes keeping the same products in-store can cause some buyer fatigue if they see the same things every time. Customers like to see new products that can interest them and this can be a new brand that they may have never heard of.”
Roll Recovery’s R1 Percussion Device was designed to be compact and powerful, quiet and long-lasting with over seven hours of battery life. The R1 operates with 40 watts of power (50 watts max power), has four speed settings, four attachment heads and is packaged in aircraft-grade aluminum anodized body for durability. MSRP: $129
“The recovery market has never been hotter. More and more people are learning the benefits of active recovery and taking care of their bodies. Customers enter run specialty shops for the unique experience. The feedback we’ve received from our top retailers is that they keep recovery demo products near footwear. That way when they go back to grab shoes the customer is able to use that time to experience the different recovery tools.”
—Jeremy Nelson, CEO
Floyd’s Sleep Formula is a full spectrum soft gel capsule made with CBD, in addition to 2mg of CBN and 1mg of CBG, as well as other terpenes. Floyd’s products are derived from organic hemp that is grown in the USA and lab tested for quality and purity. MSRP: $75
“Education is essential. Run retailers can educate customers on the importance of a full and fast recovery so that they never have to miss a beat. Proper recovery allows runners to maximize their abilities so that they keep training and running day after day.”
— Randi Zabriskie, Marketing DirectorSwiftwick’s Aspire Twelve knee-high compression sock provides even support throughout the calf to stabilize muscles, reduce fatigue and improve performance and recovery. MSRP: $29.99
“Train your staff to be comfortable bringing up items during the fitting process that enhance a customer’s overall running experience. They should know at least two reasons why a recovery item can be beneficial.”
— Jason Barlow, Running Sales Rep
Gu’s Roctane Protein Recovery Drink Mix delivers 20g of whey protein to initiate muscle tissue repair and rebuilding and help reduce muscle damage and soreness. Each serving also provides fast-acting carbohydrates to replenish muscle glycogen stores along with sodium, the primary electrolyte lost in sweat, to aid in rehydration. MSRP: $45
“Success in selling Recovery is about reframing the conversation away from the workout you just completed, towards preparing you for the workout you are doing tomorrow. If you ask any runner if they would like their next run to feel a little better than the last, the answer would be yes. While staff education is critical in understanding how Recovery products repair and replenish muscles after activity, being able to relate it back to a customer’s fitness goals is just as important.”
— John Palabrica, Director of Domestic SalesTailwind’s Active Hydration is an everyday hydration mix for runners containing electrolytes, collagen and vitamin C. Active Hydration mixes clear with water, has a light, fruity taste and is a refreshing way to keep runners’ bodies well balanced. MSRP: $21
“Within the nutrition section in the store, like products should be put into sections. Gels, bars in their section, Endurance drinks in a section. Recovery products in their own section so customers can shop and compare all recovery in one area of the nutrition section.” — Greg Talbert, Key Account & Sales Rep Manager
Boldfoot’s Jailbird compression socks are 68 percent cotton, 23 percent nylon and nine percent spandex. The cotton in the compression allows the sock to breathe while the spandex gives it the recovery power of compression to accelerate blood flow. MSRP: $22.99
“Retailers should explain the importance of recovery. We all know training is essential to success, but explain that recovery is as important.” — Joshua Law, President
Spryng is a scientifically backed calf wrap made for post-running recovery. The device uses active compression technology to improve circulation and flush out lactic acid, resulting in reduced pain. With a one-size-fits-all solution, this muscle recovery tool uses a patentpending compression pattern to give runners pain relief in 15 minutes. MSRP: $199.99
“Injury prevention is now an important aspect for anyone who works out. Recovery products have only been known to help improve performance and recovery. However, it also helps considerably in injury prevention as well, though this is a lesser-known fact. Hence retailers play a pivotal role in educating and getting recovery products to the hands of the relevant consumers to satisfy this untapped demand.”
— Ramya Sundaralingam, CEOLasso Socks combine ankle support with compression-based foot and arch support to reduce muscle fatigue and soreness to help improve performance and recovery. MSRP: $35
“The best advice we have for retailers is to hire sales reps or associates who live their lives with an emphasis on health and wellness. These folks already have a passion for taking care of themselves and naturally help customers to understand how they can be doing a better job taking care of their bodies without being pushy.” — Partha Unnava, Founder & CEO
In the United States, up to 87 percent of adults have painful feet that restrict them from daily activity. So Hurdle developed an everyday apparel product with a fresh approach engineered with proprietary MicroGravity Matrix embedded between the fibers of their performance yarn for unrivaled support and cushioning. The athleisure brand provides a fresh and patented approach that will keep feet healthy.
Knotty Tiger ICE is a cold massage roller ball that features a steel cooling ball. This massage therapy tool packs a punch for busting out knots, soothing tight muscles and relieving stress and tension. MSRP: $22.99
“The fastest way to a sale is to have personal experience using the product and to encourage your customers to use the product in-store. Keeping samples of demo products in a basket near your sock basket/shoe try-on benches/chairs is a surefire way of striking up a conversation and getting a customer to try a product while waiting for shoes. Demo products can be your silent salesperson and help you upsell.” — Spring Faussett, President and Founder
With up to 2.2cm of orthotic support, Archies Flip Flops incorporate the same amount of support as an off-the-shelf orthotic, except in a traditional flip flop design. MSRP: $40.00
45 runninginsight.com © 2022 Diversified Communications RECOVERY EFFORT
Kane brought Hilary onto its athlete team last February, impressed that she continues to pursue her sport even after a lifetime’s worth of successes.
“Hilary embodies our ‘Come Back Better,’ motto,” says John Gagliardi, CEO and founder of Kane Footwear. “After years of performing at the highest level that an athlete can, she continues to shatter records and shatter expectations of what women are doing in sports.”
In another move in the recovery space, Kane in mid-September unveiled a limited edition licensed collegiate recovery shoe collection.
Inspired by a commitment to providing recovery options to athletes of all levels, the collection of recovery footwear features designs inspired by Clemson University, University of Florida, LSU, USC and the University of Alabama.
Student athletes and fans can sport their pride while gaining the recovery benefits of a podiatrist-designed recovery slip-on.
Furthering its position in the recovery footwear niche, Kane Footwear recently entered into a marketing partnership with Olympic athlete Hilary Knight and then introduced a line of collegiate licensed recovery shoes aimed at an entirely different market.
In a high-profile partnership, Kane last month released the Kane x Knight shoe, designed by hockey star Hilary Knight in honor of her journey in women’s sports. The Antique White/Blue colors remind Knight of her childhood and how much she’s overcome to get to where she is today, while the back hang loop features Knight’s
As an Olympic athlete, Knight skated in the 2022 Olympics to help USA Hockey secure the silver medal in Beijing and pre viously won eight World Champion titles. On top of playing high-level hockey, Knight has also been on a mission to empower women breaking into hockey and other competitive sports.
“Hockey is a great game,” Knight explains. “I wanted to break through ice ceilings in hockey so other young girls don’t have to and so those girls will forever have a place to play the sport they love.”
Together, Kane and Knight are helping athletes overcome all types of obstacles — from physical recovery to mental hurdles.
Designed in collaboration with sports podiatrist Dr. Dan Geller, the Revive slip-on facilitates active athletic recovery through three key ways: 10mm heel-to-toe drop reduces strain on the Achilles, raised nodes on the sole stimulate feet and a spacious fit allows for expansion of the foot. n
The Kane x Knight shoe is a result of Kane Footwear’s partnership with Olympic athlete Hilary Knight, while the collegiate recovery shoe looks to tap into an entirely different market.
ALLYSON, FELIX, HIGHLY DECORATED OLYMPIAN AND founder of apparel brand Saysh, will share her experience build ing a brand anchored in values and community during her keynote “Daring to Do Things Differently” address at The Running Event 2022, November 29, in Austin, TX.
“I’ve been around the running community most of my life and my entire career,” says Felix. “Having the opportunity to be the keynote speaker at The Running Event is a surreal feeling and I’m excited to share my story on how I found my voice, am attempting to build a business in a different way and why community is what it’s all about.”
Felix’s keynote address will cover the last five years of her athletic career: another Olympic Gold medal, the birth of her daughter, the founding of her company, Saysh, and a false start on her retirement. She will remind listeners how important it is to dream big, build differ ently and keep going — even when it feels like you’re facing a giant.
“The Running Event is thrilled and honored to welcome Allyson Felix as our 2022 keynote speaker,” says Christina Henderson, event director of The Running Event. “Allyson’s story, voice and influence continue to inspire change far beyond the world of running. Her keynote address will empower and motivate attendees and push the specialty retail industry toward a stronger and more inclusive future.”
Felix joins a lineup of more than 50 leaders set to speak at The Running Event 2022. These individuals represent organizations spanning multiple industries and will deliver fresh, diverse perspec tives to attendees. For more: www.therunningevent.com
Earlier this year Upper Quadrant joined the Fullsteam portfolio of technology, software and payments companies.
As part of the transition, all Upper Quadrant leadership, management and employees are intact and the company’s existing client support infrastructure remains the same.
Upper Quadrant also continues to run autonomously, but with new capa bilities and strengths from Fullsteam. At the same time, Fullsteam is invest ing in UQ’s growth through increased hiring, providing back office support and additional growth capital.
Saucony Triumphs With Shoe, Apparel Saucony’s latest iteration of the Triumph, “the shoe that runs like a dream,” dropped on September 27.
Every detail of the new Triumph 20 supports maximum comfort and soft ness that lasts for an unrivaled combo of cushioning and cloudlike lightness. The latest iteration has a new upper made of recycled materials and lacing design, along with updated geometry for Saucony’s signature rocker feel. MSRP: $160
At the same time the brand intro duced the Boulder Oysterpuff Jacket. Launching on October 1, the recy cled polyester textile is not only
compressible and down-like, but it’s also wind and water-resistant to shield from the elements. It also contains .5 percent ground oyster shells for added warmth.
Allyson Felix To Highlight The Running Event 2022 as Keynote Speaker
also features a new structure utilizing tape that enables less material usage and 100 percent renewable energy used throughout the manufacturing phase.
“We have long been committed to explor ing and testing more sustainable methods through our value chain to reduce our impact on the planet,” explains Minako Yoshikawa, senior GM of ASICS Sustainability Division. “While the Gel-Lyte III CM 1.95 is a hugely significant milestone on this journey, this is only the beginning. Our ambition now is to continue applying the learnings and build on the blueprint of this shoe in a way that can be rolled out on an even bigger scale in the future.
and fully circular.
“Holding the first-ever shoe made of carbon emissions in my hands is a huge milestone — not only for On. but for the whole sports industry,” says Caspar Coppetti, On co-founder and executive co-chairman. “Five years ago, this was barely a dream. Imagine what can happen in the future as we unlock the potential of alternative carbon sources with further research and in col laboration with the best partners.”
ASICS last month launched its Gel-Lyte III CM 1.95 sneaker. Emitting just 1.95kg CO2e across its life cycle, significantly lighter than the lowest CO2e sneakers currently available, it represents a significant leap forward by ASICS in its commitment to achieve net-zero emissions by 2050.
The Gel-Lyte III CM 1.95 is the result of over 10 years of research and development by ASICS, beginning when ASICS first partnered with the Massachusetts Institute of Technology in 2010 to find a better way to accurately measure the CO2e impact across the entire life cycle of a product.
Among the sneaker’s series of innovations is a new carbon negative foam, which features as part of its midsole and sock liner. Made from a fusion of bio-based polymers derived partly from sugarcane, these combine to deliver high-level comfort and quality in a sustainable way.
Other key design details in the shoe include the use of recycled and solution dyed polyester in the main upper material and the sock liner mesh, reflecting ASICS’ target of sourcing 100 percent of its polyester from recycled sources by 2030. The shoe
On recently unveiled the first shoe made from carbon emissions, called Cloudprime. On is col laborating with circular Novoloop on the CleanCloud outsole using the first chemi cally upcycled TPU from post-consumer plastic waste. The outsole underwent rigor ous lab and athlete testing, meeting specifications com parable to fossil-derived TPUs with a carbon footprint reduction. For the upper, On collaborates with Fairbrics to create a polyester-based textile made from carbon emissions.
On lays claim as the first company in the footwear industry to explore carbon emissions as a primary raw mate rial for a shoe’s midsole, specifically EVA (ethylene vinyl acetate) foam, which could also be used in other shoe parts and products in the future. On envisions a future where every product it manufactures is fossil-free
CleanCloud is the result of a pioneering supply chain partnership with LanzaTech, Borealis and Technip Energies. LanzaTech uses a combination of genetic engineering, biotechnology, AI and mechanical and chemi cal engineering innovations to manufacture chemicals utilizing a process that soaks up
waste carbon rather than emitting it.
“On’s ambition is to bring the CleanCloud technology to as many consumers as pos sible,” Coppetti adds. “We believe that On can be an agent for positive change through enabling and accelerating the scale-up of sus tainable technologies such as CleanCloud.”
THE RUN HAPPY SHOP, A holistic in-store brand program catered to specialty retail, is in its fourth year with the launch of a revamped experience in stores this fall. At its heart, the Run Happy Shop is a system for driv ing a thriving apparel business. It hinges on the brand’s inde pendent retailer partnerships by implementing assortments and buy plans, as well as marketing programs, sales tools and creative resources.
In partnership with specialty retailers, the Run Happy Shop has grown to nearly 130 shops and has resulted in strong apparel and accessory sales with loca tions averaging 2.4 times more sales than non RHS doors with greater sell-through.
This fall, Run Happy Shop 2.0 builds on its predecessor and makes room for more innova tive and versatile storytelling. The goal is to deepen its part nership with specialty retailers by creating a holistic system
Hot Chillys, the performance base layers and winter accessories com pany, has revealed a modern new look and significant sustainability improvements. The rebrand embod ies Hot Chillys’ unique position in the base layer marketplace — they keep it fun, lighthearted and relatable without compromising on performance and comfort.
Hot Chillys has also made some drastic updates when it comes to its commitment to sustainability. New for
to drive success throughout the process with support for buying, merchandising, events and in-store visual support. Additional options, such as window displays and outdoor signage, broaden the ability to highlight Brooks apparel.
Run Happy Shop 2.0 now features a modernized look and feel that’s evolved based on the current market and visual trends. The product offering is curated based on where the stores are located and incor porates historical sell-through data.
The Run Visible collection will be highlighted in-shop to keep the runner seen on early morning or late-night runs, in addition to other run products such as run bras, run layers and socks.
Brooks Run Happy Shops will continue growing in Spring 2023, with 11 added storefronts, along with a refresh for those already part of the program.
this year, Hot Chillys’ iconic can that the base layers are packaged in is fully recyclable, including the aluminum lid. The brand has also completely eliminated the use of poly bags in packaged products, uses only fully recy clable paperboard in all packaging and has switched over to soybased inks.
Brooks Unveils Run Happy Shop 2.0 For Run Specialty Retailers
JOHN O’NEILL, ONE OF THE founders of Colorado Running Company and one of the most wellliked men in the run specialty industry, died suddenly on September 24. His wife, Cindy, wrote simply that: “I’m heartbroken to say my husband John passed away unexpectedly yesterday. I know his friends will miss him. He was the love of my life.”
As news of John’s death spread quickly around the close-knit run ning community, thoughts and remembrances – many serious, others humorous – poured into the Running Insight offices. A few of them:
“I first met John in the fall of 1999. I happened to be in Colorado Springs a few months before we opened our store, so I decided to stop by CoRunCo for a quick visit. I introduced myself to John and as soon as I told him I was opening a running store, he gave me a tour of their store and downtown Colorado Springs and invited me back the next morning for their group run. During the run, John generously shared insights on the running business — something that we all now know was second nature to him. One last story that perfectly captures the goofy fun spirit of John — when my son Paul and I were in Colorado Springs during his college visits, we went for a bike ride and I had to stop for a quick nature break. We were on the outside edge of town, in a wooded parking lot area, and all of a sudden a pickup truck rolled up and the driver yelled “I’M CALLING THE COPS, YOU CAN’T URINATE IN PUBLIC!!” My heart sank as the truck got closer, at least until I saw John behind the wheel, laughing his butt off! Gone way too soon, but his spirit and contributions to our channel will live on in all of those who were lucky enough to know him.” — Kris Hartner, Naperville Running Company
“John O’Neill was the best of what spe cialty running retail is and should be — an authentic spirit committed to his customers, his employees, his community, the land we share and run on and the people that make up this incredible industry. If you listened to JO, he would provide you with insights in life and business that were vastly more important than any expensive strategic semi nar or consultant. Plus his insights included laughing at ourselves and our egos. John’s passion for the run, business, environment, life, and love are a light for all of us. I will be running with John each time I visit Colorado and explore the mountains and trails. I will miss you JO.” — Chris Lampen-Crowell, Co-Owner, Gazelle Sports
“Hearing about the passing of John reso nated with us out here in Maryland. It’s clear he left an impact on his community in Colorado, but I was lucky enough to have him impart his pearls of wisdom on me through the TRE mentorship program. I’ll be honest, I questioned our match at first, but after he reached out via email he had me hooked — he certainly had a quirky way about sharing run specialty industry
insights and I could tell very quickly that he had seen it all! One of the most profound things that he said that stuck with me and is a great reminder that no matter what you pursue in life is ‘Your biggest asset is your brain. Listen first. Think second. Open mouth third.’ We were just getting started, but in the short time we were matched he certainly left me with some tools and life lessons to move forward with. Thank you, John for your dedication to your community and the running industry. You will be missed.” — Nakia Weable, Feet First Sports, Columbia, MD
“Hearing of John’s passing has been both a shock and a tremendous loss for me person ally. I first came to really know John when we served on the first Board of Directors for what was then the Independent Running Retailer Association. My first impression of him was that he was a somewhat grumpy, straight forward individual who was not afraid to speak his mind. As I came to know him better, it was as a man who cared deeply about our industry, the many relationships he’d fostered in it and for the people that we serve on a daily basis. Beneath the rough exterior was an extremely caring man, with a loveable, somewhat dry sense of humor and a passion for driving himself and our industry to be better. I came to believe that the ‘Grumpy Old Guy’ persona was more of an act he enjoyed portraying, than it was his true nature. Personally, he was my friend, someone I could always count on to give me sound guidance and advice, and/or a proverbial kick-in-the-pants (if needed).
His departure leaves a difficult to fill void, both in my life, but also in an industry that he cared so deeply about. Farewell Dear Friend.” — Scott Dvorak, Founder/Owner, Charlotte Running Company
