Running Insight 11.15.2019 by Running Insight

Preview of highlights of The Running Event, December 3-5 ... Page 20

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

NOVEMBER 15, 2019

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Here Runs Santa Claus How running stores get into the holiday spirit. / By Daniel P. Smith

he Christmas Eve Elf Run at Geneva Running Outfitters (GRO) in suburban Chicago started out simply enough. On Christmas Eve morning 2012, GRO owner Eric Ott and his crew assembled a few candy canes, store stickers and magnets and jogged around their downtown Geneva neighborhood handing out the goodies to their fellow foot travelers. “At a certain age, giving gifts during the holidays is better than receiving them,” says Ott, who opened GRO in 2010. Fast forward to the present day, however, and GRO’s Christmas Eve Elf Run is a beloved annual adventure. Teasing the tradition on the store chalkboard, social media outlets and the company newsletter, GRO defines parameters around time and place, setting geographical boundaries and changing the run’s starting point each year. Then, on Christmas Eve morning, Ott and his team of elves hit the street dispensing gifts – sunglasses, hats, water bottles, race tees and other random swag – to those they encounter. On Christmas Eve 2018, Ott and his crew, which included Ott’s Santa suit-wearing father, handed out some 250 items. Though

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Here Runs Santa Claus (continued) an ever-escalating number of those encountering GRO’s “elves” are actively seeking out

the gift-givers, others are unsuspecting beneficiaries of GRO’s goodwill.

“It’s a different way to engage our customers and our community,” says Ott, who is

Each December, the Fleet Feet in West Reading, PA, hosts the Run Santa Run 5k, where participants don festive holiday attire and turn local streets into a sea of red and green. Members of the Geneva Running Outfitters crew gather in the Chicago suburb for the store’s annual Christmas Eve Elf Run.

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so committed to the event that he once wrapped a plastic bag around his broken foot and jumped on a bicycle to participate. “We have people talk about this all year and, though it’s small, it feels great to do something nice for others.” Dashing Through the Snow GRO isn’t alone in embracing the holiday spirit. From fun runs and races to house visits and holiday cards, America’s run specialty shops have created some clever ways to embrace the holiday spirit and strengthen ties to their communities and their customers in the process. A decade ago, Matt Helbig and his team at Big River Running Company in St. Louis transformed a typical December fun run into a trek to and through nearby Candy Cane Lane, where, as Helbig puts it, “every house goes Clark Griswold.” By Year Three, the Holiday Lights Run at Big River’s South City location had become so popular that it attracted some 1000 runners — and the city’s finger wagging. “We had a call from the Mayor’s Office the next morning,” Helbig recalls. As a result, Big River broadened the scope of its Holiday Lights Run, moving it from one day to every single weekday and Saturday throughout December. Anywhere from a handful of runners to 50 or more show up each evening, some from upwards of 90 miles away, for a bipedal tour of the tricked-out residential strip. “We have running groups meeting at our store, corporate groups and people from across the metro St. Louis area and beyond,” Helbig says. “And our regulars are always bringing people with them because © 2019 Diversified Communications

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Here Runs Santa Claus (continued)

Each December, Big River Running Company’s South City store in St. Louis takes runners through Candy Cane Lane, a local street filled with holiday lights, inflatables and other oversized holiday decorations. (Photo: Paula Hardin)

they know it’s such a distinctive event.” From the in-store hot chocolate station to the handheld maps marking the route, Helbig says the Holiday Lights Run is largely on autopilot these days. The festive tradition enables Big River’s South City store to show off its vibrant neighborhood, but also welcome guests into its tuckedaway store. “These runs give people an opportunity to come see us during the holidays and we definitely see residuals from eyeballs that would otherwise never see us,” Helbig says. A large gathering of runners is also part of the holiday equation at Fleet Feet in West Reading, PA, which has hosted Run Santa Run for the last nine years. The annual December 5k has featured as many as 1100 participants dashing through the city’s downtown. Rather than the traditional 6

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race T-shirt, race director and Fleet Feet owner Sorita Averill Fitzgerald has offered up other swag, including Santa costumes and, in 2019, ugly sweater-themed apparel. The race has also supplied jingle bells for participants’ shoes, which serves a fitting soundtrack for the cheery race. “This gets people in the holiday spirit and they come back year after year,” says Fitzgerald, who dons a Mrs. Claus outfit for the event. A Not-So-Silent Night In Missoula, MT, Runner’s Edge staff members personally deliver holiday gifts to the doors of their top 100 customers, an ambitious effort accomplished in two waves. In conjunction with the store’s annual staff holiday party, owner Anders Brooker rents a bus for his team and their significant others. The bus meanders around town for as many as three hours,

stopping for the crew to hand deliver a gift box carefully curated by store manager Vicky Mix. The gift box includes various items built around a selected theme – when recovery was the theme, the box included a roller, tea from a local vendor and other related goodies – as well as a Runner’s Edge-branded item designed exclusively for these prized customers. While the bus tour might only hit about one-third of the names on its top 100 list, Brooker and other store staff will visit the remaining homes as the holiday season unfolds. “It’s our personal way to say thank you and happy holidays,” Brooker says. “Though people appreciate the gift, they most appreciate the effort we take to show our appreciation.” While long-term, loyal customers now anticipate the winter visit, Brooker says it takes others a moment to understand what’s

happening. After all, customers don’t expect their local running shoe slinger to appear on their doorstep. “The best part is seeing how excited customers get,” Brooker says, adding that more than a few folks over the years have invited the Runner’s Edge crew into their homes for drinks or snacks. “For us, this is a way to create memories and another way we get to know our customers.” The reigning Best Running Store in America honoree, Runner’s Edge, also sends handwritten thank you notes around the holidays to its top 1000 customers. It’s a small gesture, Brooker acknowledges, but one he feels strengthens bonds between his 18-year-old store and its patrons. “We’re all trying to find ways to build loyalty and the experience, and the things we do around the holidays are a big part of that for us,” he says. n © 2019 Diversified Communications

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Building A Beautiful Friendship The value of collegial relationships at run specialty retailing. / By Daniel P. Smith

n 2008, Adam White was hurtling toward an uncertain future. A year prior, White had taken over Running Central, an old-school, 750-square-foot running shop in his hometown of Peoria, IL. Though White, a prep running star in Peoria, boasted a seemingly endless supply of passion and energy that boosted top-line revenue at Running Central, a lack of retail experience hampered his ability to build a more stable operation. White had fallen behind with vendors and struggled to monitor the key metrics that drive a healthy retail business. That’s when his Nike rep, Peter Breeze, now with New Balance, invited White to venture to the Pacific Northwest for a few days. Breeze had assembled a Hood to Coast relay team of running retail leaders from the Midwest and was convinced White would leave the trip informed and inspired. 8

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“You’re going to learn a lot from these guys,” Breeze said of the team, which included the likes of Matt Helbig from St. Louis-based Big River Running Company and Kris Hartner of Naperville Running Company in suburban Chicago. Sure enough, that adventure sparked the beginning of W hite’s business transformation. Hartner, for instance, encouraged White to view inventory from a truly objective perspective, helping him understand ways to be more calculated about inventory assortments. Helbig, meanwhile, shared different ways Big River Running had leveraged events, team functions and other grassroots programs to strengthen its business, a conversation that sparked White’s now-robust race and timing business called Shazam Racing. “I didn’t realize how special and helpful others could be,” says White, who rebranded

Running Central as RC Outfitters earlier this year. “Without the relationships I’ve been blessed to cultivate over the years, the willingness of others to share openly and honestly with me, I wouldn’t be in business today.” Nurturing Those Friendships In the 11 years since that Hood to Coast trip, White has continued to nurture relationships with other running retailers, eager to exchange ideas about adapting, evolving and staying relevant in a climate that’s as energizing as it is challenging. “We are in an exceptional space with creative, smart people who want the running specialty industry to succeed,” says White, who’s mindful of giving as much as he receives. “Why not learn from the men and women in the trenches doing this every single day?”

Collegial Relationships (continued)

RC Outfitters’ owner Adam White has certainly benefitted from forming a closer relationship with his key vendors and fellow run specialty retailers.

For many running retailers, building collegial relationships with other run shop owners across the U.S. is a way to step outside their four walls, escape the tunnel vision that can sometimes consume their outlook and discover new ways to grow and manage their business. Over the last 11 years, Genie Beaver has leaned on various industry colleagues to inform her work at West Stride in Atlanta. Through the She Runs Retail group she helped found in 2014, industry consultant Parker Karnan’s Run Tank group and various informal interactions she’s had with fellow store owners, Beaver has gathered insights on how to better utilize and motivate employees, evaluate her own leadership skills and develop branded apparel for West Stride, the latter shaped by conversations with Burke and Jon Beck of Oklahoma City’s Red Coyote Running and Fitness. “It’s easy to get trapped in your own world,” Beaver admits. “Having diverse relationships

“Without the relationships I’ve been blessed to cultivate over the years, the willingness of others to share openly and honestly with me, I wouldn’t be in business today.” ADAM WHITE RC OUTFITTERS

within the industry allows you to see far beyond that.” A former Running Industry Association board member who actively works to build his “personal cabinet,” Colorado Running Company owner John O’Neill routinely calls upon his fellow retailers for thoughts on capturing ROI from races, strengthening vendor relationships and compelling new products. During a conversation with management at the now-shuttered Vertical Runner in Breckenridge, CO, for example, O’Neill learned of an upstart eyewear brand called Goodr. Today, Colorado Running Company sells upwards of 200 pairs of Goodr

How To Build Your ‘Personal Cabinet’ at The Running Event WITH RUN SPECIALT Y LE ADERS descending upon Austin, TX, next month for The Running Event (TRE), the industry’s premier trade show offers ample opportunity for running retailers to connect with colleagues and cultivate relationships. Veteran attendees offer these tips to maximize the TRE opportunity and build one’s personal cabinet: Reach out. Ask vendor reps about stores you should connect with and make a list of the stores you personally admire. Fire off a pre-TRE email and try to set up a connection over a meal or run. “People love to be complimented and talk about

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what they do,” West Stride’s Genie Beaver reminds. Be the convener. Prior to TRE 2018, John O’Neill of the Colorado Running Company sent out a message through the Running Industry Association (RIA) listserve inviting retailers to gather and talk shop at a designated time and place. For 90 minutes at the trade show, about a dozen retailers discussed their top challenges and potential solutions. “Set out to form relationships,” O’Neill says. Divide and conquer. If you attend with another store leader, split up. “Go to

different meetings,” suggests John Long of Fleet Feet Minneapolis. “Don’t cluster up with the same people, which should help you expand the ideas and insights you can get and multiply the connections you can make.” Don’t be a wallflower. Attend happy hours and roundtables and introduce yourself. “Be as welcoming and inviting to your fellow retailers as you are to your customers,” says Adam White of RC Outfitters. “The more you immerse yourself in the environment, the better opportunities and more enriching the experience will be.” n

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Collegial Relationships (continued) “It’s important to see what’s working for others, to share ideas and get a sense of how others are battling headwinds.” JOHN O’NEILL COLORADO RUNNING COMPANY

sunglasses each month. “Now we would’ve eventually found out about Goodr, but that conversation opened our eyes to the brand,” O’Neill says. “It’s important to see what’s working for others, to share ideas and get a sense of how others are battling headwinds.” More recently, O’Neill was among many retailers across the U.S. swapping sizes of Ghosts and Adrenalines to satisfy customer needs amid Brooks’ distribution center issues. “Collaboration is one way to overcome some of the challenges you face,” O’Neill says. Back in the 1990s, John Long, then of Marathon Sports in Minneapolis, began attending ASICS Gold Meetings

alongside some of the brand’s top U.S. run specialty accounts. There, Long befriended folks like John Benedict of Playmakers in Michigan, John Rogers of Fleet Feet Maine Running and Mike Cosentino of Atlanta’s Big Peach Running Co. “Bar none, collaboration among retailers is where you learn the most,” says Long, who converted Marathon Sports into Fleet Feet Minneapolis in 2014 following some candid talks with Rogers. For example, Long recalls a transparent conversation with Benedict about Playmakers’ approach to inventory management and, specifically, how the store’s end-of-theyear sales fit into its business

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model. That spurred Long to alter his approach to close-out inventory. In another long-ago conversation with Pat Sweeney, the since-retired owner of Fleet Feet Sacramento, Long listened intently as Sweeney shared his thoughts on employee training and staff development’s impact on customer engagement. As a result, Long incorporated a more comprehensive fitting process into his operation. “You simply can’t close your mind off to new ideas and other ways of doing business,” Long says, though he reminds that “follow-through” remains essential. “Truth be told, there’s not a trade secret out there. It’s how you execute that matters.” n

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Regaining Its Stride How can the running retail market adapt to a changing retail consumer? / By Dirk Sorenson

he act of running has evolved greatly over the last few decades. While committed traditionalists will continue to exist, today’s consumer market is less dominated by people who associate with a specific sports identity — such as, “I am a runner.” Instead, today’s consumers are a bit more nuanced in their points of view. Ideas around fitness and enjoying the outdoors through a variety of activities are common. Today, I hear far more discussion around sports participation as a social activity. Personal records are now less important than how many likes and re-shares are gained on social media.

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It is through this revised set of norms that athleisure and the concept of a casual athletic lifestyle has flourished. After all, looking the part is now as important as achieving a measurable result. What does this mean for the running market and specialty retail? Footwear generated $617.8 million in sales within the U.S. run specialty market in the past year, and sales declined one percent compared to the year prior, according to The NPD Group’s retail sales data.1 Looking at the broader retail market, performance footwear sales declined seven percent. Running comprises 51 percent of the performance

footwear market, and its sales declined five percent in the past year.2 Overall, running has waned as a core activity. According to Running USA’s 2019 Running Trends Report, the number of people registering for road races in the U.S. declined by one percent in 2018, “continuing a five-year gradual drawback of mass participation in recreational road racing.” While the aficionados are still lining up for the major races, such as the New York City and Boston marathons, the general popularity of competitive running has slowed. Today’s consumers are gravitating more and more towards casual group activities

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Regaining Its Stride (continued) The Top 10 Running Footwear Brands Sold in U.S. Run Specialty Market, Based on Dollar Sales

1. Brooks 2. New Balance 3. Hoka One One 4. Saucony 5. Asics 6. Nike 7. On Running 8. Mizuno 9. Altra 10. Adidas Source: The NPD Group/Retail Tracking Service/ Dollar Sales/12 months ending Aug/19

— think camping, hiking and climbing gyms. Running events are also evolving. Races now place a priority on advertising the social events associated with a race. In this changed environment, the typical consumer no longer places the priority on technical or sport-specific footwear. In fact, NPD consumer data shows a dollar sales decline for performance footwear

being purchased primarily for athletic, sport or exercise purposes.3 Sport-specific designs have given way to casual athletic shoes, where consumers covet comfort and versatility. Consumers are seeking footwear that allows for everyday wear and occasional participation in casual athletic or sport pursuits. This trend is helping to fuel the ongoing growth of casual athletic shoes at the expense of performance footwear — the latter being a market which, according to NPD’s Future of Footwear Report, is forecasted to continue experiencing sales declines through 2021. My colleague Matt Powell has also spoken at length about how today’s athleisure lifestyle continues to pose a challenge for the performance category, but there is always room for innovative brands in this space to shine.4 Despite this casualization movement, products that are innovative and/or highly tailored to a specific sport can be resistant to the cannibalization. Among the core runners engaging in the running market, most have an awareness of boutique brands centered on innovation and technical experimentation. Hoka One One, On Running and Altra are three emerging brands that are giving a vital boost to the run specialty market by bringing innovations and marketing messages to the consumer. Hoka One One sales have grown by 81 percent in the last two years, as the

brand leaped from the number six ranking to third; On Running sales have more than doubled, bringing it up two spots, from nine to number seven; and Altra sales increased by 39 percent, also moving up in the ranks from 10 to nine.5 Within the declining performance running footwear market, these three brands are experiencing double to triple digit growth.2 A takeaway here is that brands and retailers can leverage the consumer shifts, new marketplace dynamics and the seemingly infinite world of social media to become advocates again. While many boutique brands have advocacy wired into their DNA, this is an initiative that the bigger brands need to reinvigorate. From hosting running events to treating their stores as a hub for training and education, there are tangible steps that can be taken on the part of brands and retailers to be a lightning rod for the activity itself. This can be done by bringing the experience into their stores, or finding a wider footprint beyond their doors through community centers, schools or other places where people congregate. We see this being done within the sports industry — as an examples, prAna hosts yoga classes inside its stores; the National Interscholastic Cycling Assn. creates regional leagues for teens around the country to engage in mountain biking.

Many brands and retailers are obsessed with how to get their fair share of a market, but focus less on how to actually grow that market. Indicators such as declining race participation are an indication that advocacy is key for running retailers. It’s time to grow the market, not compete for fair share in a market that is challenged in a consumer culture that is biased towards the social over an activity like running. Brands and retailers must respond to the trends and shifts toward casualization outlined in the beginning. But they should also remember their roots — through education, advocacy and community-building, running brands and retailers can provide a valuable outlet where competitive product is celebrated, serve as a symbol beacon for running participation, and support growth for a key sports activity. n

Dirk Sorenson, Director, Industry Analyst in The NPD Group’s Sports practice, covers the bicycle, outdoor, and team sports equipment categories. He travels extensively to provide insight on the U.S. sports landscape to the cycling and outdoor equipment manufacturing and retail communities. Sorenson’s knowledge of databound product management strategies is sought after by top global manufacturers.

Source: The NPD Group/ Retail Tracking Service/ 12 months ending August 2019 Source: The NPD Group/ Retail Tracking Service/ 12 months ending August 2019 (Channels include Athletic Specialty/Sporting Goods, Premium and Mid-Tier Department Stores, and Shoe Chains) 3 Source: The NPD Group/ Consumer Tracking Service/ 12 months ending August 2019 4 Source: “Sneakernomics: Checking in on the Run Specialty Market” by Matt Powell (The NPD Group Blog) 5 Source: The NPD Group/ Retail Tracking Service/ 12 months ending August 2017-2019 1 2

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Hit The Beach Beachbody shoes and apparel target 25-35-year-old fitness fans who know the brand.

eachbody performance apparel and footwear will be making its second appearance at The Running Event this year. Founded by former Brooks and Skechers executive Killick Datta, the collection features performance-driven apparel and footwear that targets the 25-to-35-year-old demographic. Datta and his team emphasize that Beachbody is one of the most well-known brands in the fitness market. The brand has annual global sales of more than $1 billion annually and has more than 23 million customers worldwide and 1.4 million of those consumers subscribe to the Beachbody ondemand video training. The company also has 350,000 coaches and more than 20,000 certified Beachbody live instructors. The brand is also pervasive on YouTube and social media. Beachbody has 95 million YouTube subscribers; 6.2 million Facebook fans and 2.7 million followers across Instagram, Twitter, Google and Pinterest. David Corsi, VP–USA for Beachbody Apparel and Footwear, says the brand appeals to a different consumer than the traditional run specialty shopper. “In addition to running, our apparel and footwear works for cardio, strength training, highintensity training, yoga and Pilates.” The collection is divided into four segments — studio, training, cool-down and all-day active. For the apparel collection, Corsi says performance technology begins with at the “yarn level.” The collection features Dry-Tek wicking yarns for moisture management and also makes use of Repreve fibers from Unifi made from recycled plastic bottles. The shoes are designed and developed based on proprietary training research by Progressive Sports Technologies out of the UK. The footwear collection emphasizes “balanced shoe dynamics to help absorb the impact of vertical forces and stiffness across high impact training movements.” n 18

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The Running Event Reports Record-Breaking Registration Numbers Ahead of Expo Final countdown is underway to North America’s largest running specialty trade show in Austin, TX, December 3-5.

he Running Event, the premier trade show in the running specialty industry that is produced by Diversified Communications, is excited to share that to-date exhibitor and attendee registration numbers are pacing far ahead of any past year’s event. The Running Event will be held in Austin, TX, from December 3-5, 2019 and is North America’s largest running specialty trade show, hosting over 260 exhibitors and more than 2500 total attendees. “We have been running this show for years and I can confidently say that the 2019 event is tracking to be the best one yet — in attendance and in format,” says Christina Henderson, event manager for The Running Event. “This year, we really honed in on the feedback provided by our exhibitors and retailers, and we made some significant changes to The Running Event that we are all very excited about.” The newly adjusted three-day event is comprised of breakout conference sessions for both retailers and race directors and two days of exhibitions, demos and much more. The 2019 show will also debut new opportunities to learn, share ideas and even engage in friendly competition. Noteworthy new events at The Running Event in 2019 include: • New Product Showcase. Set up on the trade show floor, attendees can scope out what’s new and vote on their favorite product. One winner will be announced at the Industry Awards Party and will be gifted $1000 to the charity of their choice. • The Big Pitch. Attending retailers have a chance to win up to $5000 for presenting

a winning idea to some of the best in the running business. The challenge: Develop and share a campaign that would attract younger customers to their stores. • Training Camp at TRE. An area on the trade show floor will be dedicated to bite-sized learning opportunities and product demos. Wednesday will be all about the Wide World of Run and Thursday will focus on all things trail running. New sustainability initiatives will also be taken at The Running Event in 2019 and moving forward to reduce the carbon footprint of the trade show. Some notable practices include no more aisle carpet as well as no longer providing carpet for booths in the standard booth packages. The Running Event concessions will no longer be selling single-use plastic cups and water bottles and everyone will now receive a reusable water bottle courtesy of Nathan to use during the event and beyond. There will be various Water Filling Stations strategically placed throughout the Austin Convention Center. Additionally, two new education sessions will highlight sustainability from a business standpoint as well as for race directors and the future of diminishing environmental impact at races. “It is at our core to improve and curate The Running Event to be so much more than just another trade show, but rather a platform to share best practices and learn new techniques that can benefit those in the running industry for many years to come,” says Anne Gray, event director for Diversified Communications. “We look forward to seeing all the familiar faces and meeting the new ones next month.”

About The Running Event Launched in 2006, The Running Event is North America’s largest running specialty trade show, attracting 2500 industry professionals who convene each year in Austin, TX, to buy the latest in running footwear, apparel, gear and services from an estimated 260 exhibitors. The newly adjusted three-day format provides attendees with numerous opportunities to share best practices, discover new ways to engage customers and to explore the latest and greatest products in the running market today. About Diversified Communications Diversified Communications is a leading international media company with a portfolio of face-to-face exhibitions and conferences, online communities and digital and print publications. As producers of these market-leading products, Diversified Communications connects, educates and strengthens business communities in over 14 industries, including food and beverage, healthcare, natural and organic, business management and technology. Established in 1949 and headquartered in Portland, ME, with divisions and offices around the world, Diversified Communications remains a privately held, third generation, familyowned business. For more information visit: http://www.divcom.com n

For retailer or exhibitor questions and information, contact Christina Henderson, chenderson@divcom.com; or visit https://www.therunningevent.com/register. 20

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Editor’s Picks for The Running Event As you finalize your plans for Austin, here are several events worthy of inclusion on your schedule.

Opening Night Reception Tuesday, December 3; 6:30–8:00 p.m., Hilton Salon HJK, 6th Floor

Join the “Characters of TRE” and wrap up the first day with fun! As always, there will be drinks, snacks and live music. Sponsored by Balega and Implus. Be Swift at Zwift Zwift is hosting two TRE Challenges at its booth this year. The first is a one-mile open race on a treadmill. A cash prize of $750 is available to the female and male winner each day. Plus, a $500 bonus is available to any runner that goes sub 4:20 for women and sub 4:00 for men. The second Challenge is a short, fast, and highintensity relay race pitting brands against brands and retailers against retailers in order to find the Fastest Brand and Retailer at TRE 2019. Prizes – and bragging rights – await those who race. Retailers can win a new technology station for their store, including a 40-inch monitor and Apple TV. Brands get bragging rights for the year. Teams will be limited to two runners racing two miles in Zwift’s virtual world 22

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using a non-motorized treadmill. There will be no minimum distance per run leg and unlimited handoffs. What does this mean? It means the event will be fast and furious. The brand and retailer with the fastest time at the end of the two-day show will be crowned the champions for 2019. The best news is everyone’s a winner. If you get in the game and run more than .5 miles you will win sweet Zwift shwag. Zwift is the virtual playground for runners around the world. Step on a treadmill, fire up Zwift on your device and achieve your fitness goals together. Indoor training on Zwift is a perfect complement to your outdoor activities, for every level. Win a Shakeout Run with Meb Keflezighi Presented by AfterShokz

Swing by the AfterShokz booth #631 on Wednesday and enter for a chance to win a one-on-one shakeout run with Meb Keflezighi. Come by the AfterShokz booth during Wednesday’s Happy Hour from 5–7 p.m. to see if you’re a winner. If you can’t run with Meb, then stop by the AfterShokz booth #631

on Thursday, December 4 at 11 a.m. for a live Podcast with Meb. Enjoy light refreshments as you listen to the legendary athlete. Wake up Shake Up Run with Saucony Wednesday, December 4, 6:00 a.m.

Meet in the Hilton lobby and join Saucony and their elite athletes Jared Ward, Molly Huddle and Parker Stinson for a morning run along the river. And if early a are not your thing, stop by the Saucony booth for a sneak peek into their new Endorphin Collection. While there, meet and hear how Huddle, Stinson and Ward helped engineer these distinctively Saucony products for the everyday runner. Create Happiness With Sunrise Yoga with Body Glove Active and nuun Body Glove Active and nuun are par tnering up and “creating happiness” in their sunrise yoga session at 6:00 a.m. on We d n e s d ay. Breath, stretch a n d r e hyd r a te with samples from nuun. The first 20 women to RSVP will receive a sports bra and leggings from Body Glove Active and the first 40 people to arrive will receive a free yoga mat from Body Glove Active. n

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Editor’s Picks for The Running Event Strava Issues Challenges to TRE Attendees

Indie 5K Challenge • Duration: 12/5 • Segment: Indie 5K Course. • Reward: Three months of Strava Summit on us • Each person to complete the segment will receive a digital badge in their trophy case. Upon completing the challenge all participants will also receive a notification from Strava for a free, three-month Summit membership

here are two challenges being sponsored by Strava during the week of The Running Event. All TRE attendees are encouraged to participate.

The Running Event 2019 Challenge • Duration: 12/2-5 • Reward: Strava goodies for visiting our booth at TRE • Each person to complete the challenge will receive a digital badge in their trophy case. All participants attending The Running Event can show their badge at the Strava booth for a discount on Strava Summit.

CHALLENGES WILL GO LIVE ON NOVEMBER 25. BE SURE TO JOIN!

INDUSTRY AWARDS PARTY ... We’ll close out TRE on Thursday night with a celebratory cocktail party, in lieu of a seated dinner. There will be plenty of food — carving and slider stations, just a more casual vibe than in years past. You’ll get even more time to network with your peers and even honor some industry standouts.

SOUND MIND, SOUND BODY AWARD Presented by ASICS

ASICS believes that the key to a healthy and happy lifestyle is through a sound mind in a sound body. ASICS is an acronym, Anima Sana In Corpore Sano — a sound mind in a sound body. The winner of the Sound Mind, Sound Body Award embodies these values on a daily basis in both their personal and professional life. In honor of ASICS’ founder, Kihachiro Onitsuka, a donation of $1949 will be made to the winner’s charity of choice.

THE UBUNTU AWARD Presented by Balega

This is awarded to a store that makes a tremendous difference in its community. The culture of Balega draws its inspiration from the humanistic philosophy focusing on people’s allegiance and relationship to one another. It is the relationship to our 24

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communities that resonates with store owners every day in their hometowns. Changing lives, helping to improve the lives of those living in our communities.

RUN HAPPY AWARD Presented by Brooks

The Run Happy Award celebrates a specialty retail store employee who brings a glass-half-full approach to his or her job every day. This individual always has a positive attitude, dedicated work ethic, and is a total team player — going the extra mile to help both customers and fellow staff. A cheerleader for their store and its culture, this individual inspires an active lifestyle and personifies what Run Happy means.

RUN FOR GOOD AWARD Presented by Saucony

At Saucony, a good day is when we get to run; a great day is when we inspire others

to run. And now, more than ever, that must include our kids. The Award recognizes a retailer who inspires kids to run their world through community-based running programs. The winner will receive a donation to help introduce children to the power of running, creating a happier, healthier future for the local community. Saucony will join the winning retailer in the hosting of a local running event for children and their families.

THE JUST DO IT AWARD Presented by Nike

Presented to an outstanding woman in run specialty retail. The Just Do It Award recognizes women in the Running Specialty channel whose leadership serves as an example for all of us.

IRRC/RBIC CANADIAN STORE OF THE YEAR Presented by New Balance

running shorts Fleet Feet and Brooks Running Serve Up Exclusive Running Shoe for Thanksgiving

reparing for a Thanksgiving feast, Fleet Feet earlier this month debuted a limited edition Thanksgiving and Turkey Trot-themed running shoe completed in collaboration with Brooks Running.

ING Source Opens New DC, Offices In Hickory, North Carolina ING Source, parent company of OS1st, has made a major office move to larger facilities in Hickory, NC. This new 40,000-square-foot location will better support distribution and product development. “As we are still a relatively young company, I’m very appreciative of all the support we’ve been given from our independent retailers,” says president Josh Higgins. “Watching OS1st grow to the point where we need this larger facility is a real testament to that support. So, a huge thanks to all on our OS1st team.” ING Source/OS1st is now located at 1340 14th Avenue Ct SW, Hickory, NC, and can be reached at 828-855-0481. 26

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The special edition Ghost 12, dubbed “The Gobbler” by Fleet Feet, launched instore exclusively at Fleet Feet on Nov. 1 and is one of only a handful of running shoes made to celebrate what has become the most popular road running day in the

U.S., according to Running U.S.A,. which tracks road racing trends. “Every Thanksgiving, our stores take part in Turkey Trots across the country. To now have a special product inspired by the creative ideas from our in-house marketing team, designed in partnership with Brooks, and then delivered to our customers in time for the biggest running day in the U.S., feels like the perfect addition to a time-honored tradition,” says Brent Hollowell, Fleet Feet chief marketing officer. “We hope the Gobbler makes that annual Turkey Trot just a little more special and memorable for all of the families, friends and communities running together.” Taking design inspiration from the upcoming Thanksgiving season, this special edition Brooks shoe features a fall color scheme with hints of a Fleet Feet original Turkey Trot logo and design, incorporated into Brooks’ best-selling Ghost 12 model. The Gobbler retails for $130 and is currently available online at fleetfeet.com and in select Fleet Feet stores.

Ho, Ho, Ho Socks Zensah’s Limited Edition Santa Hat Mini-Crews running socks are moisture wicking, lightweight, and breathable — and they are very festive. Other newly released Holiday prints include T-Rex Santas, Elf Legs, Ugly Christmas Sweaters and Gingerbread Cookies. MSRP: $19.99.

running shorts Inov-8 Releasing Barkley Marathons Film

he Barkley Marathons is the world’s toughest ultra-distance race. Only 15 runners have completed the full 100-plus miles since it was first staged in 1986. This year saw the UK’s toughest woman, Nicky Spinks, attempt to become the first-ever female finisher. Made famous by a 2014 Netflix documentary, The Barkley Marathons see runners self-navigate their way around an unmarked course, tearing pages from hidden books as they go, and returning them to enigmatic event organiser, Laz Lake. Staged in Tennessee’s Frozen Head State Park, the course features five laps, each involving 10,000 feet of brutally steep, obstacle-laden, muddy mountain ascent through thick woodland and viscous undergrowth.

Inov-8’s new film, “Last Women Standing: The Barkley Marathons 2019,” follows Nicky, a 52-year-old breast cancer survivor and ultra-running record holder, as she tackles one of the world’s most notorious and secretive sporting events. During the film, Spinks forms allegiances with fellow female ultra-runner Stephanie Case, from Canada. Can the two women beat the infamous Barkley Marathons? The film, shot by Summit Fever Media, will get its online international premiere on Tuesday November 19. Sign up now to find out how you can be amongst the first to watch it: www.inov-8.com/last-women-standing Spinks is an inov-8 ambassador and wore the brand’s Graphene-Grip Mudclaw G 260 shoes for The Barkley Marathons.

BOOTH #1613

WE’LL SEE YOU AT TRE 27

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BY RUNNERS, FOR RUNNERS

The WIDE WORLD of RUN Interested in Exhibiting?

The Running Event is the intersection of all key players in the run industry.

DECEMBER 3–5, 2019 • AUSTIN, TEXAS therunningevent.com Produced by