Running Insight 11.15.17 by Running Insight

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A STARR MEDIA DOCUMENTARY

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

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Adidas Climbs High in Specialty with Outdoor Division The adidas brand is making strides in specialty retail in an unlikely manner: through its outdoor division.

didas Outdoor has been licensed to Agron, its accessories partner, for the past seven years, and is picking up steam in the trail shoe category and with the Parley line of shoes and apparel made from plastic that is reclaimed from the ocean. For Spring 2018, adidas Outdoor will brand all of its outdoor product as Terrex, a designation that until now it had been using only on its pinnacle product. And the company will also begin use of the BOA laceless closure with a synthetic lace on two key shoes, and will use the BOA closure on a third style starting with its Fall 2018 collection. “We’ve been gradually building the business, and over the past year things have really begun to take off,” said Greg Thomsen, who has the title of chief outdoor officer for adidas Outdoor USA.

RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2017 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709.

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Adidas Terrex (continued) A piece from the Parley apparel line from Adidas.

Adidas Outdoor has a number of young female climbers under contract including: Sasha Digiulian Shauna Coxsey Mayan Gobat-Smith Libby Sauter Nina Williams Chelsea Rude Michaela Kierch Brook Rabautou Robyn Rabautou 4

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Thomsen is a one-time climbing guide turned retailer who founded Wilderness Experience, the first outdoor company to go public. He admits that sometimes big athletic brands struggle in the discriminating outdoor and run specialty space, but says adidas Outdoor has been earning its way with product, service and a marketing message built around a modern approach to the outdoors. Adidas Outdoor has a number of young female climbers under contract including Sasha Digiulian, Shauna Coxsey, Mayan Gobat-Smith, Libby Sauter, Nina Williams, Chelsea Rude, Michaela Kierch, and Brook and Robyn Rabautou. “These great athletes and our affiliation with climbing brought us into climbing gyms, which has made us more relevant with fitness overall,” Thomsen said. Women’s accounts for 40 percent of adidas Outdoor sales in the U.S., up from 30 percent a year ago. Footwear is 80 percent of the overall business. The Agravic is the brand’s top selling trail shoe and

key outdoor stores say it is one of their top selling shoes behind the Hoka Challenger and Stinson. The Agravic has Boost energy return and like many other high-performance shoes in the adidas Outdoor line it uses Continental Rubber outsoles. Continental is a German tire company that makes tires for highend cars such as Audi, BMW, Jaguar and Land Rover. “The Terrex Agravic is a perfect example of high performance design and competitive value,” Thomsen said. “They “The Terrex are good looking and Agravic is super comfortable with remarkable grip with a perfect example of high their Continental soles. Once you wear them it’s performance hard to ever think about design and wearing anything else.” competitive The Agravic is value.” available in a GoreTex version for $165 GREG THOMSEN retail and a standard ADIDAS OUTDOOR version for $135. Two versions of the shoe—Terrex Agravic and the Agravic Speed—are available with a new upper that uses adidas’ “no-dye” process, new to the brand for Spring 2018. The no-dye uppers are a neutral color because the material is not dyed. Thomsen says the shoes will pick up color from the trails on which they are worn, but the real value in the no-dye process is that it saves gallons of water per pair. The adidas brand has not emphasized a sustainable or green story, perhaps because it is in conflict with its performance image. However, the company was recently cited as one of the top 10 sustainable companies in the world and the Parley collection (pronounced Par-Lay) is visible evidence of that. The collection launched last year with a boat shoe made from Parley Ocean Plastic, which is made from water bottles, fishing nets and other plastic pulled from the ocean and other shores. For Spring 2018, adidas Outdoor has Parley apparel and for fall will introduce waterproof breathable jackets, board shorts and a running shoe made from the Parley materials. “We are primarily focused on the specialty retailer,” Thomsen told Running Insight. “We understand that it is in the specialty environment that our performance and advanced technologies can best be presented. Our total commitment to customer service and support has been the foundation of our business and will continue to be so.” n

THE #DarnTough

RUNNING SERIES

OFF THE BEATEN PATH How Run Shops Can Benefit from Embracing the Trail Running Category By Daniel P. Smith 6

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ansas City, MO, has never been considered a trail running hotbed. Over the last two years, however, Tracy and Nick Pigg have been making strategic efforts to change that, leveraging a surprising number of K.C. area trails and rising interest in non-traditional running endeavors to promote trail running alongside Run 816, the couple’s 1,500-square foot running shop in Kansas City. And those efforts haven’t been for naught. In fact, the Piggs’ investment in trailspecific footwear from brands like Hoka One One, Saucony, Altra, Brooks and New Balance paired with other trail-

oriented products, fun runs and a few savvy partnerships has helped Run 816 distinguish itself from its Kansas City peers and bring trail running into the spotlight, much to the store’s ultimate benefit. “Trail running is now a nice piece of our store’s business and a real niche for us,” Tracy Pigg says. The case for promoting trail running Beyond the high-powered trail running environments of Colorado and its mountain state brethren, running trails pepper the U.S. landscape. From challenging single-track trails filled with tree roots, rocks and steep ascents to more manicured gravel, dirt or limestone paths amid major metro areas, © 2017 Formula4media LLC.

Reduced muscle fatigue

Keep form stronger for longer

Reduced risk of injury

Off the Beaten Path (continued)

Above: Say hello to some members of the Fleet Feet Nashville “dirtbags” trail running group. Below: A trail run demo table from retailer Run 816 featuring Hoka One One.

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odds are most running stores across the country have trail running paths in their vicinity. And promoting these off-road opportunities has definite benefits for specialty run shops. While trail running still represents a modest part of the overall running market, it’s a growing piece of the sport’s pie. According to the Outdoor Foundation, more than 8.5 million Americans participated in trail running in 2016, a 26 percent jump over the last three years. By comparison, more than 47 million participated in running or jogging in 2016, a nearly 13 percent decline over the last three years. Trail running not only offers runners a different experience, taking them off the roads and onto trails possessing natural beauty and joint-friendly soft surfaces, but also affords run shops a chance to sell trail-oriented products, including footwear, socks, hydration and nutrition to trail running devotees, a small though rather underserved group, as well as more traditional customers beginning to incorporate off-road runs. “Trail running brings a different set of equipment for runners looking to be better prepared and to have more enjoyable experience,” says Christi Beth Adams, the owner of three Fleet Feet shops in metropolitan Nashville. Over recent years at her Fleet Feet stores, Adams has increased her inventory of trail-specific gear, hosted trail running fun runs at local venues, namely the city’s venerable Warner Parks, and cultivated a devoted group of trail runners that has elevated the activity’s place in Nashville’s running scene. “Trail running’s now part of the vernacular here and that was far from the case a few years ago,” says Adams, a Fleet Feet owner since 2011. n © 2017 Formula4media LLC.

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Off the Beaten Path (continued) SPRING 2018 TRAIL STARS

4 WAYS RUN SHOPS ARE PROMOTING TRAIL RUNNING For running stores, capturing the burgeoning trail running market will not happen through osmosis, but rather through intentional efforts crafted to spur interest and drive engagement. Here’s how run shops are getting it done:

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1. Introductory-level trail runs Eager to introduce people to off-road running, Kelley’s Pace in Mystic, CT, recently launched a three-mile Thursday night fun run mixing road miles with time at the nearby Denison Pequotsepos Nature Center’s trails. “This has been a subtle introduction aimed at getting people comfortable with trail running and beginning to understand its appeal,” Kelley’s Pace owner Jeff Anderson says, adding that the run has spurred an uptick in trail shoe sales. Run 816, meanwhile, has hosted trail demo days with brands such as Mizuno and Hoka One One, including one multi-vendor event in which the Piggs rented a party bus to shuttle runners back and forth between the store and a local trail. In Nashville, Adams’ Fleet Feet stores have found success with an eight-week “trail mixers” program. The introductory-level summer program assembles runners every Thursday evening at the same spot for a 2.5 or 4.5-mile trail run at Warner Park. The program corrals about 300 participants each year. “When we talk about our trail running programs on the footstool, people are intrigued, but many remain intimidated by the trails because of safety or because they don’t know the courses or where to park and start,” Adams says. “Our trail mixers minimize those concerns.” 2. Trail running groups and events with a distinct edge About six years ago in Nashville, two of Adams’ employees started an informal trail running group that has since morphed into a coordinated effort training runners for ambitious trail races and boasting a tongue-in-cheek name: the Dirtbags and Ultra Dirtbags. Both groups have shirts and hats and, in an interesting turn, patches that can only be earned. “It’s a gritty, bad ass, something-different kind of group,” Adams says. On the central California coast, Santa Barbara Running leaders noticed the community begging for something new and different. The now 14-year-old

run shop responded by creating its own trail race, Ramble on Romero. The event, which consists of a 6-mile and 12-mile course at the Romero Canyon Trailhead, sold out in its inaugural year (2016). 3. Tying trail running to nature advocacy More so than road running, the trails spark deeper connections with the natural environment – and that’s something worth piggybacking on, according to some store leaders. At Kelley’s Pace, $5 from every trail shoe purchase goes to Denison Pequotsepos for trail upkeep, while a note in every trail shoe box highlights that donation and presents customers with an opportunity to join the nature center or make a contribution. This fall, Run 816 rolled out a special edition Urban Trail Council t-shirt with all proceeds supporting the local organization whose mission is to maintain the area’s trails. Run 816 also organized a trail cleanup day with its store racing team. “The environment is an important cause to a lot of people today and we’ve looked for ways to tap into this with trail running being a natural connection point,” Pigg says. 4. Investing in trail-oriented products As a running retailer, it’s near impossible to promote trail running and reap the benefits of doing so without offering the gear that makes trail running a more enjoyable and safe experience. On the footwear side, Adams stocks six footwear SKUs for each gender at her Fleet Feet outposts. At Kelley’s Pace, Anderson features four trail models for each gender – two technical options and two hybrid road-trail choices. Beyond footwear, though, trail running presents an opportunity to sell hydration, socks, nutrition and other gear with a trail orientation. It’s an investment, Run 816’s Pigg says, but also a largely overlooked opportunity. “You can sell road gear and trail gear to the same person, so the sales opportunities are definitely there,” she says. © 2017 Formula4media LLC.

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PREVIEW

Meb One of Many Stars to Watch for at The Running Event 2017 ®

wo of the greatest American marathoners in history will be on stage together at The Running Event during The Best Stores Awards on Thursday night, November 30. Deena Kastor will introduce Meb Keflezighi as he receives a Lifetime Achievement Award from The Running Event. Keflezighi ran his last major marathon earlier this month as he finished 11th in the TCS New York Marathon. The two marathoners will be just two of the many runners and running luminaries who will appear at TRE in Austin. On Friday morning, December 1 Krissy Moehl will help TRE attendees work out the kinks during the Recovery Breakfast at the Hilton Austin. Moehl, who was the youngest woman to complete the Grand Slam of Ultrarunning, represents Pro-Tec Athletics. She will take attendees through stretches before they head home or go over to The Running Event trade show’s final day.

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PREVIEW

#TRE17 Preview (continued)

CLICK TO REGISTER RETAILERS CAN REGISTER FOR TRE ONLINE

Online registration will shut down on November 21st at 5:00 pm EST. After that attendees will need to register on site.

Author and instructor Kyle Stull will be at the breakfast helping attendees perfect their foam rolling techniques. Stull is the Senior Manager of Research and Program Design for Implus and a Faculty Instructor for the National Academy of Sports Medicine. In these positions he collaborates with universities and industry professionals conducting research that provides evidence-based support for educational material, which is used for both marketing and instructional purposes. He has achieved his Doctorate in Health Sciences, MS in Rehabilitation, BS in Sport Management, is an LMT, Certified Strength and Conditioning Specialist, and NASMCPT, CES, and PES. Kyle has 14 years of experience in personal training, corr ective exercise, and manual therapy. Stull is the author of “The Complete Guide to Foam Rolling.” Backed by scientific research, “Complete Guide to Foam Rolling” provides step-by-step instructions for 27 of the most effective foam rolling techniques for muscle preparation and recovery. Reduce pain and restore function with therapeutic movements that help rehabilitate your body and reduce the risk of injury. Learn to breathe, relax, and roll through tight spots as part of your warm-up, flexibility work, and recovery. Then adapt any of the ready-to-use protocols to create a customized program to address your specific problem areas as well as your overall muscle and nervous system needs. n

Struktur Lab @ The Running Event Designers Driving Solutions to Lead the Industry into the Future

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nspired by the integration of performance into daily life and the merging of related fitness activities, such as destination running, Struktur Lab @ The Running Event is coming to Austin. The one-day design conference will explore how designers are transforming the running industry with creative thinking and an innovative approach to product development. Struktur Lab is an extension of Struktur Event (strukturevent.com), and brings its design programing to a compact format specifically designed for the running and performance industry. “We are kicking off our first Struktur Lab with the theme of HYBRID LIFE,” says co-founder Michelle Rose. “HYBRID LIFE will focus on what, how, and for whom we will design in the future.” Rose explains that design careers are becoming hybrids as well. Hands-on learning and workshops at Struktur Lab will focus on the shifting careers and jobs for the creatives in today’s rapidly changing industry. New directions in sketching, sourcing, fiber science, 3D design, color and more will prepare designers to help imagine and shape the future. “We’re building a community with this conference,” says Rose, a design industry veteran. “The role of design is shifting at the moment. Some companies are sending their work out of house, while others are expanding their internal teams. There is more cross-pollination between © 2017 Formula4media LLC.

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disciplines, and even business models. Designers are at the heart of it all. This conference is an opportunity for designers to come together and solve the issues that we’re facing on the front lines every day.”

The keynote speaker will be Austin Kleon, the New York Times bestselling author of three illustrated books: “Steal Like An Artist,” “Newspaper Blackout,” and “Show Your Work!” His latest release is “The Steal Like An Artist Journal: A Notebook For Creative Kleptomaniacs.” He speaks about creativity in the digital

A Community Effort Struktur Lab creates a space where designers will build valuable skills, get exposed to new materials and processes, and forge stronger relationships with partners. The keynote speaker will be Austin Kleon, the New York Times bestselling author of three illustrated books: “Steal Like An Artist,” “Newspaper Blackout,” and “Show Your Work!” His latest release is “The Steal Like An Artist Journal: A Notebook For Creative Kleptomaniacs.” He speaks about creativity in the digital age for organizations such as Pixar, Google, SXSW, TEDx, and The Economist. Additional speakers for Struktur Lab currently include: Elizabeth McGarry, McGarry & Sons; William Gordon, Camelbak; Liana Delucca Johnson, DeluccaJ Design; Molly Kremidas, Nilit Fibers; Meghan Marsden and Nancy Trangar, Veil Intimates; Steve Richardson, Polygiene; and Bob Smith, an independent designer. Creative leaders in the design community will also be on the scene at Struktur Lab. Taylor Welden, Industrial Design at Magpul and a Senior Editor at Carryology; Julianne Gauron, Industrial Designer; Jason Belaire, Industrial Designer, Content Creator, Speaker, IDSA; and Jessica Hemmer/Hemmer Design, among others will continue networking opportuni-

ties with attendees following speaker sessions and workshops for Happy Hour @ TRE and a Creative Evening @ Local Austin Venue. Forward-thinking business leaders recognize the importance of design. “Companies that don’t embrace design are going to be left behind,” states Rose, “and in order to embrace design, they need to understand it. Even more so, designers need to understand the value they bring to their companies and communicate that value in order to grow together.” Founded by Rose and Sam Ward, Struktur is the first creative conference for the active outdoor design industry, with the intent to support and nurture working at the intersection of creativity, business and entrepreneurship. Now in its fifth year, Struktur takes the profession of performance design beyond the usual focus of trend, features and function into the realm of education, leadership and storytelling. Struktur Event exists because of the strong support of the design community and shared vision of the event’s sponsor partners. The same now holds true for Struktur Lab @ TRE. Sponsors for the 2017 inaugural event include: Textile Insight, Concept III, NIlit, Wacom, Polygiene, driRelease, Dow, Camelbak and more. “Our sponsors and partners are instrumental in making Struktur happen and helping us bring the very best experience possible,” says Rose. ‘Without their involvement, Struktur wouldn’t be the inspiring, collaborative event that it is!”

age for organizations such as Pixar, Google, SXSW, TEDx, and The Economist.

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Stars of the City

Scenes from a Busy Marathon Week in NYC.

halane Flanagan, Geoffrey Kamworor and Meb were not the only stars of the 2017 TCS New York Marathon. New Balance marked its first year as the official footwear and apparel sponsor of the event with an aggressive activation that included underground signage in key New York City subway stations and a 40,000 square-foot booth and retail store at the Marathon expo. This year’s expo did not feature key brands such as Brooks, Adidas, Nike or the previous footwear sponsor, ASICS. Industry sources told Running Insight that New Balance broke $4 million

Clockwise from top left: New Balance’s ‘underground’ marketing; Aktiv vs. Cancer honors Gabriele Grunewald; Posing with Miss Liberty at the Saucony booth at the expo; and Will Leer and Kyle Merber flank Stan Brajer of Polar. 18

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Stars of the City (continued)

in sales for the expo and sold more than 1,500 pair of shoes over the three day event. Other footwear brands who participated such as Altra, Saucony, On, Hoka and Skechers reported good traffic and strong business for their retail partners which included Paragon Sports and JackRabbit. But privately executives from some of those brands questioned their future participation and the viability of an expo that gives such prominence to one brand. The week leading up to the race in NYC was emotional and busy. On Halloween, a terrorist attack killed eight people on the West Side highway, less than two miles from the Javits Center, which hosted the

expo. Security was tight throughout the race course and many runners and spectators, including the women’s winner Flanagan, said they were inspired to participate in defiance of the attack. Some of the highlights: Gabriele Grunewald received the Special Inspiration Award at the Aktiv against Cancer lunch. Grunewald is a middle-distance runner who has been diagnosed with adenoid cystic carcinoma (ACC), a rare form of cancer found primarily in the salivary glands that occurs in 3.5 out of every million cancer patients. Grunewald has become an inspiration inside and outside the running community. Less than 24 hours after being diagnosed, she set a personal best and while undergoing treatment she is running 60 miles a week. “My defiant act is staying alive,” she said upon receiving the award. “Running has helped me stay in the fight ,or as I call it staying in the race.” Meb Keflezighi may have been the busiest runner in town that week. He made numerous appearances on behalf of his sponsors, including a Q&A session at Custom Performance Physical Therapy where he was interviewed by Gary Muhrcke, the winner of the first New York Marathon in 1970. Muhrcke was introduced as the winner of “the first marathon,” when the emcee omitted the words “New York.” “No that was Pheidippides,” Muhrcke said. “I’m old but not that old.” n

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Sensoria Sets Sights on Smart Running Shoes New wearable tech from Sensoria is embedded in its SRS Smart Running Shoe.

edmond, WA-based company Sensoria, which has focused on wearable technology since its inception in 2012, is launching a textile-infused smart sneaker that is designed to not only coach, but also enhance the health and safety of runners. Sensoria Smart Running Shoes (SRS), which feature embedded textile pressure sensors at the plantar area of the foot, utilize a microelectronic component called the Sensoria Core to detect and track key metrics on a run. The brand’s artificial intelligence-powered coach, Mara, offers visual and auditory, biometric feedback in real-time. Sensoria which has raised $6 million from investors since 2012, says the SRS shoes are well-suited for distance runners due to Mara’s ability to talk to users and detect core metrics such as cadence, foot landing and impact forces exerted by the runner. The

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ultimate goal is to teach wearers of the shoe how to become better, more efficient runners while also reducing the risk of injury. Sensoria is offering a $99 special online to consumers for pre-orders on the smart shoe. It will be available in yellow, black, red or blue, and will retail for $199 once the preorder holiday promotion ends. The price tag includes the Sensoria Core, a dedicated USB charger and a pair of textile pressure-infused smart running shoes. Meanwhile, late last month, Sensoria cofounder and CEO Davide Vigano appeared on CNBC’s “Adventure Capitalists” seeking a $1.5 million investment for five percent equity. The show’s four young investors, including Olympic skier Jeremy Bloom, U.S. gymnast Shawn Johnson East and former NFL linebacker Dhani Jones were given an opportunity to wear-test the brand’s smart socks, T-shirt and sports bra. While there was favorable reaction by some, all of the investors passed on the proposed investment that values Sensoria at $30 million. —Bob McGee n © 2017 Formula4media LLC.

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A Half-Century in The Running Game

ave McGillivray has experienced and witnessed much in his career in the running business, as an athlete, race director, entrepreneur, fund raiser and motivator. The highs have been many, including his 1978, nearly 3,500-mile run across the U.S. in 80 days to raise money for the Jimmy Fund as well as his his race director leadership over the 100th running of the Boston Marathon in 1996. Seventeen years later, he was again in Boston when the finish line bombings altered the playbook on race security forever. Throughout it all, the owner and president of Dave McGillivray Sports Enterprises, Inc. for more than 35 years, where he has produced or consulted on nearly 1,000 mass-participatory athletic

events on the national and international stages, has never lost sight of his philosophy: “When you give of yourself, you receive even more in return.” Now 63, McGillivray, who has completed 145 marathons including the last 44 in Boston, recently sat down with Formula4 Media’s Bob McGee to discuss marathon participation, the future of event marketing, his most recent race venture which may be coming to a Major League Baseball park near you soon, and his impressions of the recent Hollywood movies that depicted the people and events around that fateful April 2013 day in Boston. n Listen to Sports Insight Extra’s “Inside the Lab” podcast with Dave McGillivray here: sportsinsightextra.com/podcast.html

Long-Time Boston Marathon Race Director Weighs In.

Listen to Sports Insight Extra’s “Inside the Lab” podcast with Dave McGillivray here: sportsinsightextra.com/podcast.html

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Roll out with Krissy at the

RECOVERY BREAKFAST on Friday!

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Booth #1118

New ‘AF’ Campaign From Adidas Spotlights Women Runners

A 26

didas unveiled a new campaign last week, highlighted by a women’s running film, titled “Fearless AF.” The campaign features celebs and athletes, including the first woman to officially run the Boston Marathon, Kathrine Switzer; marathoner Mary Keitany; ultramarathoner and a VP at Peloton, Robin Arzon; NYC runner, coach and art therapist, Jessie Zapo; Olympic distance runner, Jen Rhines and supermodel Karlie Kloss. View a “Fearless AF” clip here: youtu.be/GUFIDoqJGBs Alexa Andersen, category director for women’s running at Adidas U.S. says, “This campaign is about celebrating real women who tackle challenges head on, defy conventions, express themselves and fuel creativity in the name of sport.” Products worn by the women featured in this campaign include the UltraBOOST X All Terrain, Adidas by Stella McCartney UltraBOOST X Parley and the brand’s latest Fall/Winter 2017 women’s running apparel. n

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ASICS’ Gene McCarthy Talks Fitness & Phit America The ASICS brand message taps into the philosophy that emphasizes the correlation between a sound mind and a sound body.

n the newly released “Tracking the Fitness Movement” report by the Sports & Fitness Industry Association (SFIA), there’s a Q&A with Gene McCarthy, the group president and CEO of ASICS America. McCarthy’s career includes 30-plus years of executive experience in the sporting goods, footwear, and apparel industries with Merrell, Nike, Under Armour, Reebok, and Timberland. Besides his years of executive experience in the industry, McCarthy’s background as an athlete – an NCAA Division I track & field All-American at Fordham University and a semi-finalist in the 1980 U.S. (track & field) Olympic Trials – gives him a uniquely qualified perspective on fitness and the industry in general. Here, McCarthy discusses one of the biggest issues affecting the immediate future of both the U.S. and the sporting goods industry – physical inactivity… and what PHIT America is doing to combat physical inactivity.

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Phit America / Gene McCarthy (continued) What’s the state of physical activity in schools these days? “It’s a serious, major issue that needs to be addressed. Based on the ‘INACTIVITY PANDEMIC’ Report 2017 released by PHIT America, a non-profit campaign focused on overcoming the severe ramifications of the ‘Inactivity Pandemic,’ kids’ inactivity trends are becoming a big problem. Both age groups (6 to 12 and 13 to 17) have reported a steady decline in activity since 2011. This is a ‘time bomb’ for the nation’s healthcare system, as well as for the sports and fitness industry.” Why is physical activity during the school day so important? “It’s very important because there’s a correlation between being active and an increase in academic performance. Studies have shown a negative impact on overall health and academic performance in American children as they’ve become more sedentary. We need to reverse this trend.” ASICS recently announced that it had signed on as one of PHIT America’s partners. Remind us about PHIT America, if you would. “The PHIT America has three strategic approaches—education, supporting school-based activity programs, and advocacy—that will get Americans, especially our youth, more active, fit, and healthy. One of our most recent partnership activations with PHIT America was this past June. Leading up to Global Running Day, a celebration of the sport of running, which took place on June 7th, ASICS challenged nationwide participants to run a total of 60 minutes using the popular Runkeeper app. For each completed challenge, ASICS donated $1 to PHIT America, for a total contribution of $50,000 in celebration of this major event that dates back to 2009. We also continue to support many of PHIT America’s ongoing efforts in schools all year round.” Why has ASICS made this commitment? “ASICS is dedicated to promoting and driving participation in sports and getting people to move. We have and always will play a central role in our consumers’ personal fitness journey. This is perfectly aligned with the mission of PHIT America and ultimately made them a great partner for our brand.” Please tell us about the PHIT America GO Grants, and how they work. “PHIT America GO! Grants are awarded to school P.E. programs by PHIT America to provide opportunities through sports 30

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and fitness to the schools and communities they serve. In the past two years, almost 300 PHIT America GO! Grants have been awarded nationally—helping more than 100,000 school children get physically active by giving them the gear, programming, or training they need.” What other efforts has ASICS been making when it comes to encouraging kids—and adults—to become more active? “ASICS introduced the ASICS Extra Mile campaign last year, which encouraged consumers to create positive change by adding an “Extra Mile” to their workouts. The campaign engaged and inspired people at all levels of physical fitness, and from diverse backgrounds, to band together for a common cause. The campaign generated a total donation of more than $1.5 million worth of shoes to benefit Girls on the Run International, a non-profit organization dedicated to promoting healthy lifestyles for young girls. Also, ASICS recently launched a global brand refresh with the aim of getting the world moving one city at a time. The hero brand message, I MOVE ME, taps into ASICS’ 70-year philosophy that emphasizes the correlation between a sound mind and a sound body. It has been designed to inspire people of all ages and abilities to move more, so they enjoy the physical and mental benefits of exercise. In addition, the partnership brings further support to PHIT America as it encourages Congress to pass the PHIT Act. It will change current federal tax law to allow for the deduction or use of pre-tax dollars to cover expenses related to sports, fitness, and other physical activities—and a better life.” Companies or individuals interested in helping PHIT America fight the ‘Inactivity Pandemic’ can contact PHIT America at Alliance@PHITAmerica.org. To elevate the national awareness of the importance of physical activity for all Americans, PHIT America has declared May 2018 as PHIT America Month, where more than 100 corporate sponsors and sports celebrities, plus thousands of local supporters, will be offering ways for Americans to get physically moving through local events. Founded in January 2013, PHIT America is a non-profit campaign focused on overcoming the severe ramifications of the ‘Inactivity Pandemic’ through four strategic approaches – education, supporting school-based activity programs, a national event and advocating. Learn more at: PHITAmerica.org. n To order your copy of Tracking the Fitness Movement, click here: https://www.sfia.org/reports/609_2017SFIA-Tracking-the-Fitness-Movement-Report© 2017 Formula4media LLC.

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It Takes a Village ...

By Aaron H. Bible

Scenes from the Opening of the New Go Far Shop in Boulder The Go Far shop is located in one of the most vibrant but competitive retail environments in the country on Pearl Street in Boulder, Colorado.

hat do United By Blue coffee mugs, Altra running shoes, Katherine Homes trucker hats and Smartwool lifestyle apparel have in common? They’re all part of the latest concept in a running shop, billed as part communitycollaborative space, part fit-focused specialty retail, which opened the first week of November in one of the most 32

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vibrant but competitive retail environments in the country on Pearl Street in Boulder, Colorado. A grand opening on November 5 filled with raffle drawings, door prizes, athlete appearances and networking brought the community together at the new location for the first time. But bringing groups of runners and everyday athletes together through events and

happy hours is just part of the picture, albeit one of the most defining characteristics of what some are calling a return to specialty. The new Go Far Shop (whose opening we previewed in our November 1 issue), is designed to be an “experiential community hub for active lifestyle enthusiasts,” store founders said. Transcending the traditional brick-and-mortar experience, this new adventure boutique

hopes to connect and inspire consumers with collaborative educational events, “meet the maker” nights, demos and advocacy events. According to Ken Sung, one of the principals in Michiganbased Gazelle Sports and a partner in Go Far, today’s consumers are seeking a more genuine connection where their needs are heard, where they can learn more about their chosen sport, and © 2017 Formula4media LLC.

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The aim of the store is to collaborate and bring a sense of community into an active lifestyle store with a run focus.

even work with staff to set a goal. Secondly, according to Sung, consumers are seeking a wider range of authentic outdoor experiences supported by versatile products with wearability that spans “from preparation to performance to recovery.” The store will be home to Colorado’s only Superfeet + HP FitStation, just one part of what Sung and Go Far Shop co-founder Kate King say is part of an evolving retail landscape. The state-of-theart Superfeet FitStation is one of only 12 in the country and is Colorado’s first, utilizing 3D scanning and printing to 34

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help customers find perfect fit through both a 3D foot scan and complete gait analysis that provide insights into the shoes and insoles best suited for the nuances of an individual consumer’s foot shape and activity level. The insoles are made in the U.S. and will be sold for $150. “Ideally what we want to do is not create divisions within active folks,” said King. “Let’s bring them together to get inspired and engaged for getting active outside for whatever their endeavor may be. Living in Boulder, I really wanted to embrace that community aspect, the idea of

local businesses and shopping in curated stores. The goal of the store was to really collaborate and bring a sense of community into an active lifestyle store with a run focus. Overarching, that’s what we’re trying to do.” Smartwool is the store’s primary apparel line, and the idea for the store was partly inspired by Sung’s longstanding relationship with the brand and understanding its desire to reach consumers in new and different ways. One of the initial vendor collaborators is Boulder’s Skratch Labs, Boulder-based maker of hydration mixes,

recovery formulas and most recently sports-nutrition bars. “For the last several years there’s been a general sense of woe in the retail space, an angst about the disappearance of retail. But, what I’ve seen is that people still want a reason to visit local stores,” said Dr. Allen Lim, founder of Skratch Labs. “We thrive on community and a desire for the connection that our neighborhood spot gives us. The retailers who are succeeding are the ones who get this. I’m hopeful that Boulder will embrace its new neighborhood running shop. It takes a place, but most importantly, it takes all of us.” n © 2017 Formula4media LLC.

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TRE Happenings Arnulfo Quimare at Mas Korima’s Booth at TRE

Visit Mas Korima’s booth during The Running Event trade show in Austin and meet legendary Tarahumara runner Arnulfo Quimare. Featured in Chris McDougall’s best seller “Born to Run,” Arnulfo is the Tarahumara hero who battled Scott Jurek in the majestic Copper Canyons of Mexico. During TRE, Mas Korima is raffling off a dozen wooden balls (bolas) signed by Arnulfo and used during traditional Raramuri running games (Rarajipari). Hyland’s to Recruit for Boston Legacy Team at TRE

Hyland’s, an exhibitor at The Running Event, and an official sponsor of the Boston

Marathon, will be pushing their cramp relief product to the run specialty market during TRE. The brand will also be recruiting for their “Boston 2018 Legacy Team.” The legacy team is built to be a VIP experience of the world’s most famous road race. Hyland’s will open the application process to all Boston qualifiers and provide a once in a lifetime Boston weekend experience that includes: • Brunch the day before the race • Post-race party at the famous Boston U Club • Hyland’s branded gear and race kit • Boston Red Sox tickets • Access to shuttle to Boston Marathon starting line For more information, please swing by the Hyland’s booth during TRE in Austin.

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Weâ&#x20AC;&#x2122;re Coming to Austin! November 29, 2017

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Running Shorts

Skechers Hosts Record-Breaking Charity Walk

The ninth annual Skechers Pier to Pier Friendship Walk, held on October 29, raised over $1.8 million for children with special needs and education. Supported by lead presenter Nickelodeon and new media sponsor NBC4 Southern California, the Walk reached a new attendance high with 14,000 people taking part in the event. Celebrities at the Skechers Pier to Pier Friendship Walk included actress, model and long-time Skechers supporter Brooke Burke-Charvet; legendary boxer Sugar Ray Leonard and fitness icon Denise Austin. The Walk also featured numerous teen celebrities, including appearances by This Is Us stars Logan Shroyer, Niles Fitch, Parker Bates and Mackenzie Hancsicsak, and special performances by recording artist Asia Monet; NBC’s Little 38

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Big Shots’ Kieran Tamondong; America’s Got Talent duo Artyon and Paige; Nickelodeon star Ciara Wilson; dance sensation Larsen Thompson; and actress/singer Jada Facer, who performed the National Anthem. The event has raised more than $7 million since its 2009 launch. Funds support The Friendship Foundation, an organization that assists children with special needs and their families through one-on-one peer mentoring, social recreational programming, field trips and sporting events, as well as education foundations committed to retaining vital academic programs, maintaining smaller class sizes, improving libraries, and upgrading school technology. The Skechers Foundation is also entering the third year of its scholarship program, and plans to donate $100,000 to deserving students across the country in 2017. © 2017 Formula4media LLC.

Photo: Will Hartman – Desert Rose Photography

Stars of the walk, including David Charvet, Sugar Ray Leonard, Brooke Burke-Charvet, Denise Austin and Skechers president Michael Greenberg.

Running Shorts (continued) AR View is included in RunGo’s app

RunGo App Updates for iPhone X

RunGo, a running app that offers turn-by-turn voice navigation, has released an update, which offers support for the new iPhone X. It also includes AR View, localization and a hospitality platform. Launched in 2014, the RunGo platform enables runners to create a route within the app or on the RunGo website, save it to their accounts, and use their smartphone to guide them. In 2016 RunGo added support for the Apple Watch so runners could receive guidance via their watch. The app’s Augmented Reality (AR) feature mixes realworld images with artificial ones in real time. The result is an integrated AR View showing route directions on top of the “real world” around us. Nester Hosiery’s New VP of Sales

Performance sock maker Nester Hosiery announced it has hired Chris Nitzsche as Vice President of Sales. Nitzsche will be responsible for expanding sales of Nester Hosiery’s Farm to Feet brand in the specialty channel and creating new opportunities for its private label business. Nitzsche joins Nester Hosiery from Quagga Accessories. Prior to Quagga he had held National Sales Manager positions at Woolrich and Elan-Polo, where he was responsible for Woolrich footwear and private label footwear sales for the Outdoor segment. Before his 11-year tenure at Elan-Polo, Nitzsche worked at a number of top outdoor retailers including the Alpine Shop in St. Louis, MO, as a training manager, and Alder Creek Kayak and Canoe in Portland, OR, as an instructor and guide. Nitzsche will be based out of his office in St. Louis, MO, where he can be reached at chrisn@nesterhosiery.com. 40

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Running Shorts (continued) Saucony Guide ISO

New Products, Quicker Pace Deliver for Saucony

Saucony revenues grew double-digits in North America and mid-single digits overall in the third quarter for parent Wolverine Worldwide. The brand’s North American ecommerce sales also increased double-digits in the period ended September 30. The revenue gains were attributed to Saucony’s core franchises, including the Guide, Cohesion and Freedom ISO, and the brand’s EVERUN cushioning system that is gaining more traction among runners worldwide. “Fundamentally, with Saucony, it’s great new product and probably a quicker pace of new product introductions,” Wolverine Worldwide CEO and President Blake W. Krueger told analysts

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earlier this month. “So, there was an appetite for some of the new stuff from Saucony to get in maybe a little earlier than what we might done historically. But fundamentally, it comes down to blocking and tackling a little bit. And simply, it’s as simple as great new product and product marketing stories.” Powerstep’s PULSE

A full range of PULSE Insoles from powerstep is now available exclusively for independent specialty retailers. Designed for use in athletic footwear, the insoles have builtin arch support and heel cradle, stabilize the foot and improve alignment. This motion control, along with targeted dual-layer

Running Shorts (continued)

Powerstep PULSE Sport

Larry O’Brien, Ortholite

cushioning, is designed to help absorb shock at impact to reduce stress on the feet, ankles and other joints. Powerstep now offers four styles in its protected PULSE line with new designs to fit more foot styles and preferences. Transferable from shoe to shoe, these products are easy to fit with no trimming required. OrthoLite Adds Nike Vet O’Brien to Sales Team

Insole maker OrthoLite announced the hiring of Larry O’Brien as Key Account Sales Manager. After a 27-year tenure at Nike, O’Brien will help OrthoLite further strengthen and expand upon the company’s long-time partnership with Nike across all categories. O’Brien will be working out of the OrthoLite Portland Sales Office. O’Brien started his career as a Nike Store Manager, then as an EKIN Technical Representative before moving into Product Development where he became very familiar with OrthoLite. He was the former Senior Product Training Specialist where he trained other Product Developers when they were hired by Nike and in recent years was a Product Developer in their Young Athletes business unit.

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Running Shorts (continued) Adidas Alphabounce Undye for Spring 2018.

Adidas Eyes Lifestyle Running as ‘Big Opportunity’

Running sales rose 16 percent for the Adidas Group in the third quarter ended September 30, driven by 20 percent growth in footwear. North American running sales for the Adidas brand were up double-digit in the period as total regional group revenues jumped 27 percent to the equivalent of about $3.6 billion. Adidas brand revenues were 33 percent in North America on a currency-neutral basis. “Honestly, running is the biggest opportunity for us,” Mark King, president of Adidas North America told Yahoo Finance. “Not all performance running, but lifestyle running.” “We have tremendous momentum in the mall, sporting goods and running specialty stores. Ultraboost, Pureboost, Alphabounce. Running for us is really starting to be a significant contributor to growth,” he said.

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Running Shorts (continued) Meanwhile, earlier this month, Adidas introduced a new app for the U.S. and U.K. markets through the Apple App Store and Google Play that is promising a tailored consumer experience. Besides offering easy access to the company’s online store, the app provides customized product recommendations, personalized articles and blog posts, real-time sports and athlete updates and the ability to tap through to buy via Apple Pay or Android Pay.

Olympic hopeful Winter Vinecki

Yaktrax and TriggerPoint Add to Athlete Roster

Photo: wintervinecki.com

Two of Implus’ specialty brands, Yaktrax and TriggerPoint announced their partnership with 2018 Olympic hopeful Winter Vinecki—who is an aerial skier as well as being an accomplished runner, Spartan racer and triathlete. Yaktrax and TriggerPoint products Vinecki expects to utilize during her training include the Yaktrax Run for training outdoors, Yaktrax Summit for days on the mountain and Yaktrax Pro for general use on any slick surfaces. For recovery, Winter says she will use the new GRID VIBE vibrating foam roller and the GRID STK hand held foam roller. The 18-year-old aerial skier placed fifth in ladies’ aerials at the 2014 FIS Junior World Ski Championships in Valmalenco, Italy.

In March 2013, she placed third in the Antarctica Marathon and became the youngest person to complete a marathon on Antarctica. Later that year in Athens, Greece, she became the youngest person to complete a marathon on all seven continents. As a triathlete, Winter was the national IronKids triathlon champion in 2010 and 2011.

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Running Shorts (continued) TRE Holiday Cheer For a Good Cause

Topo Athletic Adds Former Eastern Mountain Sports CEO to Board

Will Manzer, a former competitive distance runner and triathlete in the 1970s and 1980s who led Eastern Mountain Sports for a period until the chain was sold in 2012, has been named to the board of directors at Topo Athletic. Tony Post, CEO and founder of Topo, says he is looking forward to working with Manzer, someone he’s known for 15 years. Besides EMS, Manzer’s experience includes board member of the Outdoor Industry Association and retail position with Dayton Hudson, May Co. and Dillards. Mizuno Americas’ Revenues Tumble

Baysix has created the first ever TRE Christmas tree ornament. The decoration will be available at the Baysix booth at TRE, #1044, for $10 and proceeds will go towards Hurricane relief.

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Mizuno realized a 10 percent drop in Americas’ revenues to the equivalent of $103 million for the six months ended September 30. Regional footwear revenues declined 25 percent to approximately $38.7 million, which Mizuno Corp. blamed on a struggling performance running shoe business and the demise of The Sports Authority. Through the first half of FY18, Mizuno’s global footwear revenues were down 8.9 percent to approximately $242.2 million. n

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tHe ruNNiNG eveNt 2017

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November 28- December 1, 2017 AustiN coNveNtioN ceNter The Running Event 2017 will bring together the entire running industry with engaging speakers, 4 days of networking, and over 250 exhibitors.

Exhibitor & Sponsorship Information: Troy Leonard: tleonard@formula4media.com / 352-624-1561