Running Insight 8.2.2021 by Running Insight

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

MARCH 16, 2020 AUGUST 2, 2021

SOLE FOCUS: INSIGHT INTO INSOLES AND FITTING TECHNOLOGY

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-School season, -To ck Ba e tiv ac an for re pa pre ers ail As schools reopen and ret and their events. ers nn ru g un yo ort pp su to ys wa for run specialty looks

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On the front cover: Professional runner Hannah Fields is one of the many athletes being funded by efforts of groups like the USATF Foundation and independent run retailers. Photo courtesy USATF Foundation.

BTS=$$$

The 2021 Back-to-School season is shaping up as one the best ever for both in-store and online shopping.

ids are finally going back to school in much of the country this month — and that’s certainly a good thing for retailers who sell the products they will be wearing when they emerge from their virtual classrooms into the real world of in-person learning. From pre-schoolers to tweens, from high school students to collegians, these consumers are buying the clothes and shoes they didn’t need when schools closed last year. And that is really, really good news for retailers — run specialty among them. Stores, both brick-and-mortar and digital, are set to capitalize on what most analysts predict is going to be a buying frenzy that will start earlier, last longer and ring cash registers like few BTS seasons ever.

parents with school-aged children say their kids are most excited to shop for apparel this year, up from 42 percent last year. And that shopping has already started as parents worry about the right product being on store shelves. As of early June, one-quarter of Back-To-School and college shoppers had already started buying. This is up from 21 percent last year and 17 percent in 2019 before the pandemic.

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2021 all rights reserved. Running Insight is published monthly, 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. Divesified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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And it’s not just school supplies, says Cullen. With the return of in-person learning, in-person sports and other activities are expected to return as well. Some shoppers might be spending more this year as they pick up items in anticipation of these extracurricular activities. Families with kids in elementary through high school plan to spend an average of $848.90 on school items, which is $59 more

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Looking at the Numbers None other than the National Retail Federation (NRF) is telling retailers to sharpen their pencils. “Goodbye pajama pants: First day of school outfits are back,” writes NRF senior director of Industry and Consumer Insights Katherine Cullen. That means that after a year of casual dress during schooling from home, students and parents are ready to say goodbye to lounge clothes and hello to fresh, new looks for the first day of school. Half of

BTS=$$$ (continued) From pre-schoolers to tweens, from high school students to collegians, these consumers are going to be buying the clothes and shoes they didn’t need when schools closed last year. than last year. Total back-toschool spending is expected to reach a record $37.1 billion, up from $33.9 billion last year and an all-time high in the survey’s history. College students plan to spend an average of $1200, an increase of $141 over last year. Over half ($80) of this increase is due to increased spending on electronics and dorm furnishings. Total back-to-college spending is expected to reach a record $71 billion, up from $67.7 billion in 2020. While families are planning to spend more on K-12 students in every category, electronics and clothing saw the biggest increase. Back-To-School shoppers plan to spend $21 more on average on electronics this year compared with 2020 and $19 more on clothes. “Consumers are spending more on items like electronics and clothing as they make plans for students to resume activities in person this fall,” Prosper Insights executive VP–strategy Phil Rist says. “For those in particular with children in elementary to high school, shoppers are putting the largest portion of their budgets toward electronics, new clothes and accessories.” 4

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W h i le on l i ne shoppi ng remains a top destination for BTS shopping, families are more comfortable shopping in stores this year than last year. The most popular destinations for K-12 shoppers are online (48 percent), department stores (48 percent), discount stores (44 percent), clothing stores (41 percent), office supplies stores (27 percent), and electronics stores (27 percent). The top destinations for college shoppers include online (43 percent), department stores (33 percent), discount stores (30 percent), office supplies stores (29 percent), and college bookstores (28 percent). In all, NRF’s annual survey found consumers plan to spend a record $101.6 billion on BackTo-School and Back-To-College supplies this year, up from $80.7 billion last year. Shop Early, Often Taking an even deeper dive into BTS spending trends, a report from MasterCard says that Back-To-School is shaping up to be a strong sales season for retailers, even when compared with pre-pandemic levels. • Sales from mid-July to early September are expected to rise 5.5 percent year over year and 6.7 percent compared with 2019, according to a forecast by Mastercard SpendingPulse. • Apparel sales in particular will likely surge as adults and kids seek a fresh start. • The sales season is typically a major driver for retailers as families buy school supplies, clothes and college dorm decor. This year, however, it will also serve as a barometer for consumer confidence as COVID cases wane in the U.S. and many

people return to routines like full days in a classroom, meetings at the office and a busier roster of activities. Tech Leads the Surge COVID-19 fast-tracked digital’s integration into schools and as a result tech is now jockeying for position in kids’ backpacks as the gear that enabled their remote learning follows them back into the classroom. A report from the consulting firm Deloitte finds that after a tumultuous school year in 2020, families are approaching the 2021 season with renewed confidence. Sales are projected to surpass recent records, and parents are shopping earlier – partly to avoid product being out of stock – as they mix more tech in with teachers’ traditional supply lists and do more of their shopping online. Among Deloitte’s takes on the coming BTS season: • As parents look to replenish items, BTS spending is projected to rise 16 percent year-over-year. • Families plan to wrap up shopping by the end of July, in part because they expect lingering COVID-19 disruptions to keep some items off the shelves. • For school-related tech products, online retailers are the preferred destination. For traditional Back-To-School products, mass merchants still lead, while dollar stores gain ground. 48 percent plan to spend most of their BTS budget at mass merchant stores. Thew news continues to get better for retailers as their customers get ready for the upcoming school season. A recent KPMG survey of 1000 consumers found that shoppers plan to spend $268 per child

“Goodbye pajama pants: First day of school outfits are back.” — Katherine Cullen, NRF senior director of Industry and Consumer Insights this year, an uptick from $247 per student in 2020. That’s an increase of nine percent for back-to-school spend this year. • Spending for preschool (up 32 percent) and college students (up 13 percent) is expected to increase more than their middle school (up only three percent) and high school (up four percent) counterparts. • Among the retail categories that shoppers are expected to spend on are footwear (21 percent), school supplies (16 percent) and apparel (14 percent). The predicted increase in Back-To-School spending follows a relatively f lat 2020. Deloitte says last year’s BTS shopping remained at $529 on average per household, but more than a third of shoppers’ budgets were devoted to online shopping. Store re-openings and shifting safety guidelines complicated the shopping season last year. The anticipated rise in BackTo-School spending is part of a seemingly overall rise in retail sales. Per Retail Dive’s analysis of the U.S. Department of Commerce data, retail sales rose 23 percent year over year in May, and clothing and accessories sales spiked 200 percent. Finally, as the countr y reopens following the coronavirus pandemic, the NRF projects that retail sales this year could increase by between 10.5 percent and 13.5 percent. n © 2021 Diversified Communications

Back-to-School 2021

HIRE EDUCATION

How running stores are interacting with colleges to get new ideas, fresh perspectives and a business boost. / By Daniel P. Smith

n one of its final big steps before the COVID-19 pandemic derailed daily life in March 2020, Philadelphia Runner welcomed a group of visual merchandising students from Thomas Jefferson University into its Manayunk store. In a joint project between the class and the Manayunk Development Corporation, the students assigned to Philadelphia Runner interviewed store leadership about their business and how they looked to utilize their windows. Thereafter, the students assumed control of the store’s Main Street-facing

window. With an earnest creative energy and a modest budget, the group produced an artistic, eye-catching display of recycled shoes painted red and white and laid out to resemble a blooming flower. “It was a cool, artistic window that took a lift off of our shoulders,” Philadelphia Runner outreach and marketing director Liz Pagonis recalls. Over the years, Philadelphia Runner has worked with undergraduate and graduate students representing classes and clubs from some of Philadelphia’s many institutions

of higher learning, including Drexel, Penn, Temple and Jefferson. Such collaboration, Pagonis says, brings Philadelphia Runner to a new audience and sets fresh eyes on the 17-year-old business. “These students are on the forefront, giving us a sense of trends and, in particular, what young people are thinking,” Pagonis says. Leveraging New Ideas, Talents A m o ng t h e n a t io n’s r u n sh o p s, Philadelphia Runner isn’t alone in leveraging

In early 2020, visual merchandising students from Thomas Jefferson designed and installed this floral-themed window for Philadelphia Runner’s Manayunk location.

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Hire Education (continued) to create curiosity and interest. “It was a fun idea, but not something we could realistically do,” Ringlein says.

Michigan’s Ann Arbor Running Company has teamed with university students on various projects, including the production of an employee handbook.

the minds and labor of college students to provide interesting ideas, if not tangible results. A few years back, a graduate business student from Eastern Michigan University approached Ann Arbor Running Company (AARC) owner Nick Stanko about working with the store on a human resources-oriented class project. Though a rather open-ended inquiry, Stanko knew exactly where the student could help. For years, Stanko had been piecing together an employee handbook on a Google Doc, pulling ideas from other retail shops and incorporating different things he wanted his team members to know into one central, albeit hastily arranged, document. The graduate student interviewed ownership a nd employees, tidied up Stanko’s rather informal notes, added important HR rules and 8

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organized the document into a clean and detailed employee handbook that AARC now issues to all staff. “He got a grade and we got an employee handbook for free,” Stanko says. “It was a win-win.” Intriguing Ideas In Nebraska’s capital city, the Lincoln Running Company (LRC) opened its doors to students from an advertising class at nearby Nebraska Wesleyan University this past spring. After evaluating the store’s current advertising efforts and interviewing LRC leadership, the student group compiled a complete creative brief and presentation highlighting different ways the 45-year-old running store could better utilize social media to reach new customers and bolster brand awareness. The students’ work, in fact, compelled LRC management

to dedicate one of its full-time staff members to oversee the store’s Instagram presence while it also sparked discussions among leadership about using video to spotlight new products as well as LRC’s key points of differentiation. “Whenever we’ve done projects like this, there’s a lot that we can run around our minds,” LRC manager Ann Ringlein says. Though not every idea is usable, Ringlein reminds. In a past project with journalism/advertising students from the University of Nebraska’s flagship campus in Lincoln, undergraduates presented LRC a series of out-of-the-box ideas the store might use to court the university’s 20,000 students. One idea was creating a “flash dash” in which a 100-meter race would break out on campus in one dramatic, unexpected swoop

A Fresh Perspective Years ago, Stanko remembers a class from the University of Michigan’s Ross School of Business sharing a business evaluation of AARC, specifically identifying what the run specialty operation was missing and where it could improve. The group pushed AARC to develop an e-commerce presence, if not for direct sales than certainly as a pre-shopping tool to let customers browse the shops’ vast assortment of goods. “I knew we wanted to be online and needed to be online, but we didn’t have the resources at the time to do it on our end,” Stanko says. Still, the students’ work made Stanko that much more determined to launch an online store. AARC unveiled a rather comprehensive online store in 2019 and Stanko credits that strong e-commerce presence with saving AARC from disaster when COVID-19 forced the closure of its two shops in early 2020. “Now, e-commerce is something we invest in daily,” Stanko says. AA RC has continued to work with undergraduates from Michigan’s business school, including groups that have performed business evaluations of AARC’s multi-store operation. “These groups have looked at what we’re missing and what we might improve, and that perspective can be really helpful,” Stanko says. That same open-mindedness exists at Philadelphia Runner. Students from Temple © 2021 Diversified Communications

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Hire Education (continued)

In Lincoln, NE, the Lincoln Running Company has worked with students from Nebraska Wesleyan University and the University of Nebraska on projects related to social media and marketing.

University’s Fox School of Business and Management recently conducted a social media innovation project focused on how Philadelphia Runner might engage more people on social media and better tie their brand and social media presence to e-commerce services. The group’s final repor t included a content audit and competitive analysis as well as a creative brief that featured sample posts. Specifically, the students urged Philadelphia Runner to revive the #BroadandEveryone campaign to promote the popular Broad Street Run and to highlight the running store’s local flair; to more strategically incorporate e-commerce; to post more user-generated content; to partner with micro-influencers to expand its brand; and to create interactive social media content spotlighting merchandise. “On the inside, we know our thoughts and goals, but the students give us a different perspective that can be really informative and insightful,” Pagonis says. n

NEW PERSPECTIVES

Potential College Collaborations WITH NEARLY 4000 COLLEGES AND universities in the U.S., there is vast opportunity – provided, of course, colleges and universities are sincere and willing partners – for run shops to collaborate with higher ed to collect fresh ideas, leverage research interests and create opportunities for the run shop and its customers. Such collaborations might include: • A design class creating new logo options for the run shop, its races or store programs. • A contest for original designs of 10

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branded product that capture the running store’s brand and sense of place. • An advertising class or club creating a social media plan or marketing strategy for the business. • Physical therapy or exercise science students doing research work with your run club or exposing customers to such opportunities. (The Running Center in Tampa Bay recently shared news of a paid research opportunity with the University of South Florida to investigate the impact of a commercially available

product on performance and muscle soreness.) • An operations or logistics class evaluating e-commerce and fulfillment operations. • A summer internship for a student in marketing/adver tising or merchandising. • Future physical education teachers creating the framework for a youth running program. • A merchandising class offering window ideas or evaluating store layout. n

Back-to-School 2021

FUNDING RUNNING

USATF Foundation moves to provide grants to 31 youth clubs and partners with Running Warehouse.

ith the COVID-19 pandemic wreaking havoc on school athletic and running program budgets across the country, the USA Track & Field Foundation is focused more than ever on amplifying its support of youth programs. The independent Foundation that provides, among other things, annual grants to the top track and field athletes in the U.S. who have a legitimate shot at Olympic and World medals and financial support to up-and-coming track athletes fresh out of college along with youth track programs, is upping its game at a time of need. In fact, ea rlier th is yea r USAT F Foundation awarded $30,000 in grants to 31 Youth Clubs across the country. According to chairman Bob Greifeld and CEO Tom Jackovic, the grants assist young male and female athletes with expenses such as travel to meets, equipment, uniforms and facility rental. The Foundation encourages youth track clubs and programs to apply for financial assistance and it favors the use of grant money to expand existing youth programs and clubs, to provide additional competitive opportunities for children and to enhance the experience for all participants. Preference is given to clubs that are based in low-income areas. It also favors programs that have a history of solid financial management, multiple funding sources and community support. Allowable expenses 12

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The Chicago Roosevelt Rough Riders are one of dozens of clubs benefitting from USATF Foundation grants.

include equipment, uniforms, meet fees, travel, facility rental and outreach. “We are excited to support these clubs and their young athletes,” says USATF Foundation director Katherine Greifeld. “The future of the sport depends on youth participation and we hope these grants help encourage it.” And now, understanding that with the impact COVID has had there is a lack of financial resources available to secure facilities and equipment, the USATF Foundation has begun funding youth track and field

meets across the country. “Assisting youth with opportunities to compete is essential for the growth of the sport,” points out Trixie Saumsiegle, USATF Foundation COO. The Running Warehouse Effort In addition to the Foundation’s internal support of youth meets it has corporate partners that have stepped up as well, Saumsiegle adds. Among them is an impressive effort by Running Warehouse to donate shoes to its youth clubs as well as

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Funding Running (continued)

Running Warehouse allows customers to opt in to donate to its funding efforts.

running apparel donated through the Champion brand. Running Warehouse’s Joe Rubio tells Running Insight that his store is involved in raising funds and supporting youth track programs and already does quite a bit of high school and college track and cross-country business, so he feels supporting youth clubs in partnership with the USATF Foundation is a good way to give back to the sport in a very direct manner.

Running Warehouse, with a DC/retail location in San Luis Obispo, CA, and another in Alpharetta, GA. does this in two primary ways. • First, it offers an option where customers can donate $1, $2, $5, $10 or $20 as part of their checkout process. This is completely voluntary for the customer to opt into. Since it launched the program in middle of April 2021, it has had more than 1450 donations and raised

roughly $4500. “That is pretty solid given we haven’t done any sort of promotion about the program,” Rubio says. “Up until now it’s been entirely organic.” • The second component is something it calls its “Quick Start” program for the 31 youth track clubs supported by the USATF Foundation — www. runningwarehouse.com/quickstart.html. Over the years the retailer has donated up to 25 pair of running shoes each year to middle and high school programs, primarily in underserved communities. T hese sho es have b e en returned to Running Warehouse with very little wear, so they don’t resell them or put them in landfill — instead they donate them to kids in need. It plans to offer the “Quick Start” program to the USATF Foundation supported youth clubs this summer. The Foundation’s Role Today The USATF Foundation has become a major supporter in the world of running and track and field and since 2006 it has awarded $6.7 million to 406 elite athletes through a remarkable 1015 grants. Its other contributions to the sport of running are impressive:

• At the World Championship a nd Oly mpic level, t he Foundation has supported nearly half of all competition spots, covering 233 athletes out of a total of 548 spots. • At the Olympic levels, 21 individual grantees have won an Olympic medal, and grantees have been a part of 10 Olympic relay medals. • In World Championship meets, the grantees have won 74 individual medals and 48 relay team medals. • Foundation grantees have also broken an incredible amount of World and American records, besting prior marks 45 times in indoor and outdoor competitions. Its focus in this Olympic year has been to keep supporting these athletes financially, Jackovic stresses. “We realize the competitive opportunities to make money are still not consistently available to athletes, while major events are still being cancelled,” he says. “As our Foundation continues to fundraise and increase suppor t, we will consider expanding our mission and entertain other opportunities to help grow the sport as a whole.” n

USATF Foundation Awards Schwarzman Grants To Elite Track and Field Athletes THE USA TRACK & FIELD FOUNDATION hopes to add to the positive momentum from the Tokyo Olympics with recent Stephen A. Schwarzman and John W. James elite athlete grants. First, 65 Stephen A. Schwarzman grantees will each receive $30,000, which provides crucial financial support to ensure that athletes representing the United States have the 14

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resources needed. Stephen Schwarzman is the largest donor to the USATF Foundation. “I’m proud to support these incredible athletes and will be cheering for all 65 as they represent our country in Tokyo,” says Schwarzman. At the same time, USATF Foundation also awarded 50 deserving athletes with $8000 Schwarzman grants.

Together the two sets of grants, along with the recently announced 2021 John W. James Grants of $7000 each to 14 athletes, all competing in throwing events in Tokyo, total $2,448,000 in giving to 115 elite track and field athletes. This marks the first time the USATF Foundation has been able to gift over $2 million in one year. n

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Back-to-School 2021

Track Challenges

School-age runners often need the help of their communities and retailers to be able to run. / By Tonya Russell

rack and field can be both one of the most rewarding and at the same time expensive sports for young athletes in terms of both equipment and time. To excel, many student-athletes invest in the best trainers, flats and spikes, and join summer programs promising to help their times improve before school starts. Not only does the gear itself add up, but add in sports medicine doctors, physical therapists, tutors and nutritionists and you see fewer and fewer students able to stick with their dreams of college scholarships, going pro, becoming Olympians — or even just being a part of their school’s track team. Take 14-year-old Angie Burgess of Woodbury, NJ, for example. She wanted to join her middle school’s track team, but without being able to get a sports physical, she’d have to watch from the bleachers — half of the season went by before she was able to afford the cost of a physical. But during her first track meet of her first week on the team, she’d place first in all of her events. According to her mother, Ebony, when she finally had the funds for the physical, the school arranged for Angie to get it that same day. “Angie won all of her races and when she got back to school, over the intercom they announced that she broke the school record for long jump,” Ebony reports. Upon seeing Angie’s passion and success, her teachers began to rally around her, ready to offer any support necessary for her to continue to excel. That includes one teacher, Ms. Pringle, who made Ebony a keepsake box to celebrate and encourage her. While the suppor t of the staff at Woodbury Middle School propelled Angie forward, other students aren’t always as 16

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Run retailers can always help with the deperately needed funding for track programs across America.

fortunate. Many encounter hurdles that impact their success. A half hour north of Woodbury is Willingboro, NJ, where Kate Baker has coached the boys’ track team for years. She tells Running Insight: “While I was coaching, I definitely often thought there was a need for retailers and small businesses to step up. My students would train in shoes from past seasons and they’d be worn out.” She speculates that, as a consequence of wearing old shoes, many of her athletes would end up injured every season. She’s certain the lack of adequate equipment and shoes was the culprit, considering that students on other teams fared better. “Having also coached cross-country in a more affluent setting, I could see that injuries were more prominent where students struggled financially and I believe not having proper footwear was a big cause of

that,” Baker says. With that experience fresh in her mind, she calls on run retailers to foster the talents of young runners — not only to get new customers, but because it is the right thing to do. Her suggestion: “Students could benefit from stores collecting high-quality, gently used or new sneakers through donations.” While it’s common for running stores to offer discounts, they aren’t always enough. A discount bringing shoes to $100 is still costprohibitive, especially as many students in her district would come to practice hungry. “Most of my students have a hard time finding food outside of the free breakfast/ lunch offered by the school,” she says. “It would be awesome if healthy food companies would offer more in the way of donations to student-athletes.” She believes that even a small running retailer could use its connections to facilitate

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Track Challenges (continued) “You may have to arrive at 7 a.m. and stay until 6 p.m. or later depending on when your events are. This past season many of our meets were more than an hour-and-a-half away. Imagine having to wake up at five, get your children ready and drive to a track meet that early. Your child may compete in three events throughout the day at various times.” Having a parent whose schedule can accommodate those extended track meets is tough.

Once she could afford to pay for the mandatory physical to compete, Angie Burgess dominated the field.

donations from sports nutrition companies. W h i le c oa ch i ng, Ba ker and her fellow coaches often pitched in to feed the students, but buying McDonald’s every day isn’t feasible for them. She laments, “Too many times students entered competitions hungry or went home hungry.” Struggling for Necessities Louis Tillery understands this burden as well, as a former runner and current summer track program coach. He sees how even his middle class students struggle to afford the necessities. “There are so many barriers. You may have to pay to register with your club team and then pay for entry fees per meet,” he explains, pointing out that many middle and elementary schools lack track programs so kids have to go with local club teams. In addition, for a lot of parents all day track meets aren’t feasible either. 18

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The Retailer Connection Thankfully, some run retailers are creating equity for students who love to run. Take Fleet Feet Rochester, which takes many approaches to helping underprivileged youth. Among them – the Monroe Milers in Rochester, NY. According to VP and CFO Ellen Brenner, the Monroe Milers is a youth group for underprivileged children to get started in running. Fleet Feet has sponsored them through discounted footwear and team tees and race entries for many years. In the past, the Monroe Milers have also gotten support from Wegmans, which has helped with providing healthy snacks. Like the case with Baker’s team and young Angie, the community steps in right with Fleet Feet to make the program a success. But with the program temporarily shut down because of COVID-19, as well as students still stuck in virtual classrooms through the end of last school year, Brenner can only imagine how vulnerable local students were impacted. “This coming season we will likely start with offering team spike days where athletes can

Louis Tillery, a former runner and current track coach, realizes there are barriers to young athletes who just want to run — among them event and club fees.

come in together, but also provide flexibility to come in at their leisure,” she says. Fleet Feet also sponsors a youth cross-country camp through scholarships for underprivileged athletes to attend. Marc Pelerin, who coaches adults as well as at Cinnaminson (NJ) Middle School, explains that retailers that only offer discounts still have their hearts in the right place. His closest retailer, The RunningCo. of Haddonfield, often helps to fund local races, on top of offering discounts and prizes. The RunningCo. also has seasonal sidewalk sales offering steep discounts and the August sale sees quite a few local crosscountry runners getting ready for school. Rea l i z i ng t hat of fer i ng financial assistance could place a burden on many small businesses, Pelerin believes it would be more beneficial if a running store was the liaison between school teams, clubs and sponsors. For example, if Hoka, Brooks or Nike could flex some of their marketing

budget into helping grassroots programs, a smaller independent running store could help out without hurting its bottom line. He also suggests that larger retailers offer some sort of scholarship program for low income areas. Finding the Resources For the good of the run business, retailers and vendors should consider how many more students like Angie there may be out there. While having the resources to pay for her physical held her back, other student-athletes struggle with getting their gear and even to have food outside of school. Coaches are looking to retailers to help these students reach their potential. Just imagine if Angie Burgess could have started sooner. Her mother, Ebony, explains it best: “I’m sure there are a lot of other kids who won’t ever be able to reach their goals. But I do see a bright future for my daughter with running track. It’s going to take her somewhere.” n © 2021 Diversified Communications

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Back-to-School 2021

Fashion Knowledge

It is vital for run retailers to keep up with digital marketing in the athleisure category as restrictions ease. / By Bethany Jensen

un retailers sell shoes, socks and accessories. But whether they realize it or not, they also sell a lifestyle — in their case, in the form of much of the apparel they stock on their shelves. And in this Back-To-School season after a year of pandemic shutdowns, that apparel lifestyle continues to be all about athleisure, probably one of the most popular apparel and fashion trends in recent years that isn’t going anywhere soon. 20

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Need proof? Okay, according to a recent report by CNN, despite the closures of brick-and-mortar stores last year athleisure brands and retailers continued to thrive. Lululemon’s online sales grew by 157 percent last year, easily making up for the temporary closure of their physical stores. So, what exactly is athleisure apparel and how can your store be sure to be a part of this ongoing trend as kids get back to school and adults blend remote and inperson work as the weather cools.

Simply put, athleisure apparel refers to athletic clothing that is both comfortable and aesthetically pleasing. You know, like the stuff run specialty retailers carry. The key is knowing how to merchandise and sell it. Its appeal is that it can be worn for active activities as well as casual settings. The fashion trend surrounding it reached its peak during the pandemic, when people stuck at home traded their work and school attire for more comfortable clothing. Brands

Whether you realize it or not, you also sell a lifestyle — in your case, in the form of much of the apparel you stock on your shelves. And in this Back-To-School season after a year of pandemic shutdowns, that apparel lifestyle continues to be all about athleisure, probably one of the most popular apparel and fashion trends in recent years that isn’t going anywhere soon. like lululemon and Athleta caught up on this and started building better digital marketing campaigns to promote their athleisure apparel. Nike, in particular, pushed the boundaries of its digital marketing tactics in a novel way — by letting undergraduate students analyze their data and look for ways to improve their current strategies. Initiatives like this show how athleisure brands have managed to utilize the next generation of marketers. On Nike’s official site, it notes how its goal is “create new technologies and digital experiences.” This is in-line with how modern marketing is now taught. Digital marketing has been a huge contributor to the rise of athleisure for both brands and retailers of all sizes. With that in mind here are some ways an athleisure brand and run specialty retailer can fine-tune their marketing campaign for the digital platform: • Showcase both comfort and action Your content should center around the versatility of athleisure apparel as hybrid clothing. Take photos of your models lounging in your athleisure products and feature videos of them engrossed in their sport or exercise regimen. 21

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If you’re promoting yoga pants, for example, have content centered around people wearing them while doing mundane things around the house, as well as content of the same yoga pants being used while executing impressive yoga poses. The same goes for your running apparel. In short, the appeal of athleisure apparel is its duality, so use that to your advantage. • Have a strong social media presence Your customers are on social media platforms — Instagram and Facebook and perhaps dozens of others. So, make sure to be active on those sites. Post your curated content there, share relevant posts and don’t forget to engage with your customers. Encourage them to share photos of themselves in your athleisure lines or share stories about their fitness journey, like Outdoor Voices (OV) does. OV features a lot of user-generated content as part of its community-building strategy, which so far has been a huge success in making people connect more with the brand. • Work with influencers Finally, consider allotting a portion of your budget to influencer marketing, as with Gymshark’s army of influencers. They can be national figures, or local influencers who have a following among your clientele. This is a highly effective way of extending your brand’s reach since influencers usually have a loyal fanbase. Of course, you’ll need to find the right influencer for your business. Make sure their branding is relevant to yours and that they fit your designated budget, among other considerations. Finding the right influencer to showcase your brand will paint your product and, subsequently your business, in a positive light. Though pandemic restrictions are slowly easing up, there’s still plenty of reason to promote athleisure apparel. For one, it’s made for both comfort and action. And with plenty of people excited to get out and exercise – to run, walk or hike – there’s more reason to offer consumers the dual benefits of athleisure apparel. n

Back-to-School 2021

Head of the Class

Brooks Running’s BlueLine lab is pursuing new knowledge and applying fresh lessons to footwear. / By Daniel P. Smith

n the eve of the launch of the Aurora-BL, the latest – and perhaps most daring and aesthetically distinctive – performance running shoe to date from Brooks Running, Nikhil Jain sports a tranquil grin. If Jain, the senior manager of the BlueLine at Brooks team responsible for the daring Aurora-BL’s marketplace arrival, is nervous, he’s certainly not showing it. “I’m already happy,” Jain beams during a June 16 video chat. “We’re leapfrogging into the future with what running can look like and feel like.” With its space age-inspired design characterized by a bulbous white, nitrogen-infused, decoupled midsole and shimmering silver heel counter, the $200 Aurora-BL is unlike anything else in Brooks’ current footwear lineup. It is the future in the present, a calculated, thoughtful and intentional concoction energetically and unapologetically crafted to challenge the status quo. Of course, that’s the foremost charge of the BlueLine lab team at Brooks — to leverage the latest insights, innovations and education to create never-before-done, never-before-seen running shoes. Blue Line Origins Nearly four years ago, even as Brooks Running stood firmly atop the run specialty mountaintop, company leadership recognized that the brand needed to be faster and more responsive in reacting to consumer needs, new insights and technological advancements. For an enterprise accustomed to producing millions of running shoes each year, the traditional two-year process of taking a shoe from concept to market wasn’t cutting it. “It wasn’t a pace able to keep up with runners,” says Jain, who joined Brooks in 22

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2016 after spending time with Saucony, Puma and Merrell. The Seattle-based company responded by creating the BlueLine lab, an internal innovation accelerator tasked to “chart the course for the future of running shoes by developing innovative prototypes at a sprinter’s pace.” The BlueLine team takes its name – and really its inspirational ethos – from the blue line that identifies the most direct path from start to finish on many major marathon courses.

“Our propensity is to push the limits … and to think about what’s possible,” Jain says. “And it’s fun having a challenge where you don’t know what the end looks like.” Fun, yes, but also uncomfortable, adds Bryan Bhark, senior developer of footwear innovation at Brooks. “Because everything we do as part of the BlueLine team is new,” he says. To be certain, though, the BlueLine team does not pursue change merely for the sake of change. Where existing process

Rather than the typical 24-month concept-to-market process with traditional performance running models, BlueLine relies on a cross-functional team consisting of designers, developers, product line managers, chemists, engineers, biomechanics scientists and others to cut that timeline 25-50 percent. The group’s process involves rethinking – and challenging – everything from how the brand designs its footwear to its testing, prototyping and manufacturing processes. Everything is fair game — materials, textiles, foams, plates and so on.

or technologies work, the BlueLine team leverages those to advance its footwear creations. Where it can stretch innovation and apply its most recent learnings, it does. “Our work is still rooted in the Brooks’ idea of being purposeful,” Brooks footwear designer Ross Damon says. Once ready to go to market, Brooks releases its BlueLine footwear in small, limited batches, a move that eases the process of absorbing and scaling a new technology for manufacturing partners and suppliers. Yet more, the smaller runs allow

Brooks to get product into the marketplace faster so the brand can listen, evolve and proceed accordingly. In June 2020, Brooks debuted its first two BlueLine creations in the Hyperion Tempo, a speedy neutral shoe, and the Hyperion Elite, a carbon-fiber plated model designed for race day. Both models experimented with nitrogen-infused midsoles promising a lightweight, responsive ride. Two months later, Brooks unveiled the BlueLine’s third brainchild in the Catamount, a trail sibling to the Hyperion Tempo. Building upon its work on the Hyperion models, particularly with the nitrogeninjected DNA Flash midsole,

that hits on runner needs. “For us, it’s really about how we can surprise and delight runners with something they are not expecting,” Jain says. For the Aurora-BL, the lightbulb moment occurred in the second half of 2019 as runners consistently expressed their desire for an effortless ride and less impact. Engaged with so many of its footwear peers in an arms race on the speed side – efforts, in fact, that helped spark the launch of the Hyperion Tempo and Hyperion Elite – the BlueLine team also identified knowledge it could translate from sleek, race-oriented speed shoes to high-end cushioned models. Education

engineers doubled down on the idea of nitrogen-infused cushioning and created DNA Loft v3, the softest, lightest ride ever created in Brooks’ midsole arsenal. A decoupled midsole, meanwhile, promoted natural movement by enabling the heel and forefoot to move independently of one another while a sculpted heel and toe offered a smooth transition on and off the ground. Along the way, BlueLine team members and other wear testers ran in early prototypes, feeding feedback and data to designers, engineers and biomechanics scientists to inform revisions and new iterations en route to the Aurora-BL’s June 17 launch of 25,000 pairs into the retail galaxy.

the BlueLine team produced the Catamount in just six months.

beget invention. Imagining an ultra-cushioned neutral training shoe, the BlueLine group drew inspiration from the 50th anniversary of the ground-breaking Apollo 11 mission in 1969 in which humans took their first steps on the moon. In his initial sketches, Damon took the idea of space exploration to heart and drew plans for a futuristic aesthetic. Footwear

“Despite not looking like any previous Brooks product, everything on the shoe has a purpose and intention,” Bhark assures.

The Aurora BL Takes Flight I n developi ng BlueLi ne footwear, Jain says consumer insights sometimes lead; at other times, innovation sparks invention. The BlueLine team’s role is to connect the two – insights and innovation – so that Brooks can enter the market with novel performance running footwear 23

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Driving Innovation at Brooks While many run specialty insiders were familiar with Brooks’ BlueLine lab, the Aurora-BL shines a bright public light on the internal squad. The shoe’s name incorporates the BL acronym while the Aurora-BL’s

shoebox even broadcasts the BlueLine’s prominent involvement with a top-of-the-box sticker that reads “Limit-Pushing Technology. Limited-Edition Quantity.” With Brooks’ marketing, PR and creative, the brand constructed a story around the BlueLine’s enterprising role and, perhaps most tellingly, previewed the future of running at Brooks. “Everything on the Aurora-BL is intentional and gives an eye into the future,” Jain says. To be certain, elements of the Aurora-BL will trickle into other products – education begetting more invention. In fact, the DNA Loft v3 cushioning introduced in the Aurora-BL will appear in next spring’s Glycerin update. “We owe other product teams actionable learnings on materials, process, technology, design aesthetic, fit characteristics and more,” Bhark says of the BlueLine’s role in driving future footwear creations at Brooks. As Brooks continues its push to be a $1 billion brand and cement it status as run specialty’s top player, the BlueLine team will remain an important force in propelling innovation and responding to consumer needs. Jain says the BlueLine team is currently looking outside of foams to bring new running experiences to consumers, though he admits the group’s focus could shift as new technologies and insights arise. The learning, after all, never ceases. “We’re moving the fastest way possible from concept to market and doing that by pushing the envelope from an innovation perspective,” Jain says. “We’re going to be that amplification engine moving faster than anything else at Brooks.” n © 2021 Diversified Communications

Back-to-School 2021

XC Sales Spike

Ridgefield Running’s SPX Run Hub pop-up shop opens this week to celebrate the return of the high school XC season.

ust in time for the high school crosscountry season, Ridgefield Running Company, the parent company of Ridgefield and Darien Running, is opening a pop-up shop it is calling SPX to serve local athletes. The approximately 1100-square-foot SPX (short, of course, for “spikes”) pop-up shop will be open for six weeks beginning August 5 in Darien, CT, conveniently located around the corner from Darien Running Company. SPX will carry cross-country essentials from spikes to apparel as well as offering expert advice from XC athletes on staff. “With the return to school and sports for high schoolers, we wanted to welcome athletes back to their sport,” explains Megan Searfoss, owner of Ridgefield Running Company. “We have some of the best runners in the country and we want SPX to cater to them.” Searfoss says that the space highlights local running culture through photographs and artwork, featuring high school athletes and their courses. Cullin Burdett, a longtime employee and former D1 cross-country athlete, drew maps of the iconic local courses and then took photos (Katelyn Thuss and Kevin Carcich photographers) and added color pops to them. The doors will be open for any athlete or team to congregate and use the space. SPX will host team meetings and clinics from injury prevention to nutrition. The pop-up store is being built so that the displays are all portable and storable and relatively inexpensive, using supplies from the neighborhood lumber and hardware stores. New Balance, Saucony, Brooks, Asics, Hoka and Nike are all providing swag for the athletes and SPX will be hosting several different brand nights with activities or 24

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Unique photos of local runners will decorate the walls of the SPX Run Hub opening this week in Darien, CT. (Photography by Kevin Carcich; artwork by Cullin Burdett.)

other incentives. The store will also carry unique brands such as ChicknLegs and

Stance, which are popular with the local high school athletes. The effort behind opening the pop-up store was on top of the retailer’s clean-up of its Darien Running Company location, which was a victim of Hurricane Elsa last month. There was about 18 inches of water flooding up against the front door on Brook Street, but the door held out all but about 1.5 inches. “It doesn’t sound like a lot, but it was crazy,” Searfoss says. “It gave new meaning to the term floating floor.” In all, the store “only” lost about $1000 worth of merchandise because not much of the product was on the floor. Ridgefield Running Company was recognized as a Top Four Best Running Store in the country by Running Insight in 2020 and has served the Fairfield and Westchester counties for more than seven years. n

NOV 30 - DEC 2, 2021 Austin, TX #TRE21 Don’t miss the

15th Annual The Running Event

Connect, learn, and do business with top brands at #TRE21.

The Running Event will bring retailers, race directors, and top brands together for three days of networking, education, business—and fun. Interested in exhibiting? Contact Christina Henderson, Executive Director, at chenderson@divcom.com. Produced by:

@therunningevent

#TRE21 Takes Shape Retailers and race directors can start planning their participation now for The Running Event this November 30-December 2.

THE EXCITEMENT FOR THE RUNNING EVENT 2021 continues to build as major vendors have secured their spots at the show, the education program is taking shape and registration for attendees opens TODAY, AUGUST 2! The 15th anniversary of The Running Event will once again bring run specialty retailers, race directors and top brands together from November 30 to December 2 to connect, learn, do business — and have fun. There are some many things attendees and exhibitors can do right now to assure the spot in the most event in the run specialty retail business this year.

• Retailers, race directors and running industry professionals can begin to register on August 2 at www.therunningevent.com • View the Schedule at a Glance to get an idea of what’s happening onsite and beyond. • Learn how the new conference program partnership with Running USA will expand and diversify the quality educational opportunities offered at #TRE21. • Browse the 2021 Exhibitor Listing to see which market-leading brands signed on early to

• The Best Running Stores of 2021 will be honored at The Running Event. Held on December 2, the muchanticipated awards ceremony will cap off three days of education, product demonstrations and networking by celebrating the best of the best. For a list of 2021 winners, just announced on July 27:

www.therunningevent.com

runninginsight.com

Introducing

Albert 3DFit Finally, a State-of-the-Art 3D Foot Scanner, Affordable for ALL Retailers • Unmatched accuracy and data capture • FitGenius™ AI platform for omnichannel fit experience • Game-changing pricing and financing models Available Fall 2021

Albert 2 Pro

Albert 3DFit

Gaitway

Starting at $1,995 or $55.42/month Visit AetrexB2B.com to get started!

SOLE SUPPORT

Demand for insoles has skyrocketed and retailers are finding new ways to sell these high-margin necessities. / By Carly Russo

OVID-19 Impact No. 1: One activity that’s been on the rise since the global shutdown and continues to spark interest in a (hopefully) post-pandemic world: running. COVID-19 Impact No. 2: With all those new runners out there – along with existing r unners logging more miles because there was nothing else to do – one hot item that most found they can’t run without turns out to be insoles. “Since the pandemic, we’ve had an influx of new-to-running clientele and now with a healthy active lifestyle focus, the new runners are searching for ways to continue their lifestyle transition,” points out Stephanie Cornyn, GM of Big River Running Company. Among the big product winners at her three stores in Missouri: foam rollers, therapeutic massagers and, of course, insoles. “A focus on staying injury-free and healthy is something this consumer is focused on and our staff is attuned to this specific concern,” she adds. This focus on healthy running and i nju r y prevention rema i ns f ront of mind for run retailers, who are also benefitting from increased insole recommendations from physical therapists and podiatrists. “Overall demand has increased since the pandemic,” says Josh Levinson, owner of Char m City Run, with six stores in Maryland. “We’re selling a lot more insoles in comparison to the number of shoes selling.” L ev i n s on s ays t h e r e h a s b e en a specific demand for insoles as more customers come into his stores with scripts 28

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from physical therapists and podiatrists for certain insole brands. With that in mind, Levinson says medical partners have greatly contributed to his insole business. Cornyn agrees that medical recommendations have added to insole sales since the onset of the pandemic, changing the way Big River Running handles the fit process when runners shop for shoes and insoles. “Big River Running’s fit process was initially designed to address items based on the customer’s needs and insoles have grown over the past few years, especially as neutral shoe offer ings exploded,” she says. “Many customers shopping with Big River are referrals – medical and Big River customers – so we frequently have customers come in inquir ing about fur ther support.” A New Approach to Selling While not every retailer can rely on doctor and healthcare professional recommendations to get new feet in the door, there is a consensus there is enough awareness of the need for insole support – and more technical product to support that need – to make them a lucrative add-on sell. “We carry niche brands, as we are still unable to get the larger shoe brands to allow us to sell their shoes, so for us, we are also converting customers to new brands,” says Catherine Hollister, owner of Blue Sky Endurance, Mount Pleasant, SC. “If we introduce an insert, which may also be new for them, it is typically 29

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only as an as-needed basis, such as if the customer is dealing with plantar fasciitis pain or shin splints.” Wit h a g rowing number of brands in the insole spotlight, each with their own strengths and sales pitch, it can be difficult for the consumer to decide which will be best-suited for their foot type. Run retailers are emphasizing education to deliver highlevel customer satisfaction. “We t r y to exp ose customers to everything in the store,” says Kyle Brady, manager of Naperville Running Compa ny, wit h si x stores in Illinois. Brady says customer education is the focus of Naperville’s sales model and he agrees that a decent percentage of customers looking to buy insoles have some sort of ailment. With that in mind, he looks to expose them to the many options by educating them about the types of insoles Naperville sells and which ones will be compatible to

their foot type. “Our big thing is introducing things in the fit process early on,” says Brady, who feels this approach is the best way to engage the customer wit hout t h reat en i ng t hem with a pushy sales attitude. A n d b e c a u s e a h e a lt h centered focus seems to be the trend in insole purchases, Brady feels it’s best not to treat insoles as an add-on sale and instead focus on understanding the customer’s need for them, while they simultaneously shop for the right shoe. This is a must-have strategy also embraced by Cornyn at her stores. “ B i g R i v e r R u n n i n g’s strategy for insoles is using the insole as another layer to customizing a shoe to a customer’s foot and needs,” she says. “I n ou r exp er ience, shoes and insoles play tag-team and need to work together. If done correctly, it can improve the overall performance and enjoyment

For the latest and greatest in insoles for run specialty, turn to page 30. For insight into fitting technology from leading vendors, turn to page 34. of the customer no matter the use — casual, performance, walking.” Location, Location, Location E d u c a t i o n i s c e r t a i n ly a pa r t of L evinson’s sales model at Charm City as well; however, he feels that product placement is also a major contributing factor to insole sales, without making them feel like a forced add-on. “If they have to walk too far or break up the dialogue with the customer it can be awkward,” he says. So instead of placing insoles in a separate display, Levinson makes sure each Charm City store conven ient ly plac es t hei r insoles next to the running shoes, making them readily available to customers. Hollister, too, focuses on pro duct plac ement i n her stores; however, she doesn’t worry much about bringing them out until customers have found the right shoe first. “The insoles a re next to the shoe wall and we usually introduce them after the customer has found their shoe of choice as an enhancement to the fit and support in the shoe,” she says. n © 2021 Diversified Communications

Insoles 2021

AETREX Compete Orthotics (top photo) feature Aetrex’s signature Arch Support to help biomechanically align the body and help prevent common foot pain such as plantar fasciitis, arch pain and metatarsalgia. MSRP $59.95 Premium Memory Foam Orthotics (center photo) provide comfort and cushioning with 43 percent more memory foam in the forefoot for runners experiencing foot discomfort or fatigue. This orthotic features Aetrex’s Arch Support to help biomechanically align the body and help prevent common foot pain. MSRP $74.95 Speed Orthotics are designed for runners that want to enhance their competitive edge. They are best for running shoes, athletic sneakers and tennis shoes. MSRP $59.95 Advice for retailers from Larry Schwartz, CEO: “We recommend offering every customer who comes into the store to try on shoes to also try on a pair of orthotics. Remind customers that orthotics help customize their footwear from the inside out and can help increase their function/performance in their shoes, reducing their chance of injury.”

CURREX Currex RunPro Insoles are a zero drop insole that do not change the offset of runners’ shoes. These insoles are three-profile (high, medium and low) and feature a self-molding free flex memory foam and are ultra-lightweight. MSRP: $49.95 Advice for retailers from Lutz Klein, CEO and President, Currex US: “We would like to encourage our retail partners to softly introduce the RunPro by comparing liners to RunPro and let the guest decide. You will be surprised.”

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Insoles 2021

FOOT BALANCE FootBalance 100% Custom Balance (top photo): The 100 percent Custom Balance (MSRP $75) provides runners with balance using support and cushioning that helps to reduce pain, discomfort and injuries. Featuring FootBalance’s patented Balance Plate technology, these insoles provide runners with arch support and increased shock absorption. They can be purchased in-store or online with a 3-D Foot Scan. FootBalance QuickFit Balance: FootBalance’s ready-to-wear QuickFit Balance insoles (MSRP $45) have a patented Balance Plate technology that provides dynamic arch support and increased shock absorption, with the option to heat mold at home for a personalized custom fit.

ORANGE INSOLES

Advice for retailers from David Sleigh, Global Sales Director: “Ensure the selling of insoles is integrated into the footwear service process. Aim to fit every footwear buying customer, providing a ‘try before you buy’ service. Don’t attempt to sell the insole, simply provide the fitting service. Try selling an insole without linking it to the overall footwear fitting service and you’ll most likely fail. Ensure your fitting service and insole products are suitable and relevant. With a new health-driven mentality, consumers are seeking out personalized experiences and increasingly, custom products.”

The Orange Light Insole is for those snug-fitting shoes that runners never thought they could fit an insole in — track and cross-country spikes, soccer boots, dress shoes. The Orange Light Insole is a tightly compressed EVA insole that provides medial arch support and a subtle metatarsal lift. MSRP $20 Advice for retailers from Marsha Keenoy, Co-founder and Owner: “Give your customer the same full-service experience with insoles that you would footwear. Bring out multiple options so they may compare fit and feel. Options are always helpful when consumers are making their final purchasing decisions. Plus, they will appreciate the effort and expertise which should be a staple for any run specialty experience.” For more on this topic, listen to the Running Insight podcast with Orange Insoles at https://www. runninginsight.com/ri-live-podcast-episode-two

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Insoles 2021

POWERSTEP PowerStep’s Pulse Thin (formerly Pulse Sport) insoles have a sleeker profile and have been re-engineered to fit any road shoe, lightweight trainer or racing flat. With its arch support and Poron cushioning, the Pulse Thin provides fit, comfort and pain relief. MSRP $49.50 Advice for retailers from Brett Jewell, Key Account Manager: “Selling more insoles is all about asking the right questions with the customer’s best interest in mind, then guiding the conversation to present insoles as a solution. Consumer insights tell us that only 25 percent of consumers have ever purchased an insole before and the overwhelming majority of those purchases are drugstore insoles that lack the proper support to relieve plantar fasciitis, shin splints and other lower extremity pain. So in most cases, your customers aren’t considering insoles — and even if they are, they’re likely unfamiliar with the brands in your store. Your staff should be able to identify when to offer insoles, how to convey the insole benefits and offer styles from different brands to increase purchase confidence.”

TREAD LABS The Dash Insole Kit is designed for runners who want to boost performance while minimizing risk of injury. Dash improves biomechanics and delivers energy return from an ultra-firm, 100 percent carbon fiber arch support, available in four heights – low, medium, high, or extra high – for a semi-custom fit. MSRP $125 Advice for retailers from Danny Kuzio, Account Manager: “We’ve found that the key component is being able to clearly explain to customers why insoles are so important. First, you’ll want to make sure that everyone on the sales floor can articulately explain why everyone – not just people with foot pain – should be wearing insoles for increased comfort and performance. We’ve also found that having compelling imagery and testimonials, if possible, near the insole displays will go a long way toward convincing customers that adding an arch support to their footwear will provide a better overall experience, no matter what activity they’re using the shoe for.”

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Insoles 2021

SUPERFEET Launching August 16, Adapt Run insoles are built in a lightly structured, cushioned design made to feel like part of a runner’s shoes. Featuring Adaptive Comfort Technology, the insoles flex with the foot for efficient heel-to-toe turnover and a smooth ride. The Adapt Insoles gently cradles the heel providing natural shock absorption to help maximize energy return while running. (MSRP $49.95)

TREAD & BUTTER

Advice for retailers from Mike Houser, VP–U.S. Sales: “Don’t focus on selling, but continue focusing on helping. Consumers purchase products to solve a problem – the same is true for insoles. Rather than focus on the individual sale of an insole, we encourage retailers to think through their entire fit process. Focusing on the consistency of your fit process helps retailers create a memorable in-store experience. When retailers include shoes, socks and insoles as part of a fit process, we have found that they typically sell more insoles and have more satisfied customers. Your team should know your insole assortment and technology offerings like the back of their hands and easily translate technical features into product benefits. Another critical component is the space and layout of the retail location. Our advice here is to let your guests have some handson fun — allow them to experience insoles firsthand by stocking demo products and merchandising insoles alongside shoes and socks. Giving insoles a destination in your store that reflects the conversation you want your team to have will reinforce your fit process.”

Tread & Butter’s Cascadia (top photo) high arch cork insole is made to keep runners’ arches elevated and help mitigate foot pain caused by plantar fasciitis. Built with natural cork, Poron Vive cushioning, and odor-crushing XSTATIC silver technology, Tread & Butter cork insoles are designed in Bend, OR, and handcrafted in Portugal. MSRP $60 Tread & Butter’s low arch Suntoucher cork insole is made to keep arches elevated and help prevent foot pain caused by conditions such as plantar fasciitis. Built with natural cork, Poron Vive cushioning and XSTATIC silver technology. MSRP $60 Advice for retailers from Matt Hughes, Founder and CEO: “Comfort is undefeated. Max cushioning insoles enhance the fit and performance of modern running shoes. Don’t underestimate sustainability as a selling feature. Given a choice, customers intuitively prefer products designed and made with sustainable materials. You’re the expert. No one knows more about fitting insoles than running specialty stores. Find out what your customer needs and make a recommendation. They will appreciate your advice and it will help improve sales.”

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Insight: Fitting Technology 2021

Aetrex 3D Foot Scanning Two new foot scanners fit right into the current run retail selling environment. The Elevator Pitch: Aetrex launched two foot scanners this past year that capture 3D measurements and utilize AI fit technology software to help customers find the right fitting footwear and orthotics on the first try. The scanners are highly accurate, quick, easy to use and integrate footwear and orthotic recommendations, making manual tools such as the Brannock device a way of the past. The Albert 2 Pro: This is Aetrex’s ultimate all-in-one foot scanning solution that allows retailers a quick, 20-second, two-feet-atonce scanning process. The Albert 2 Pro captures comprehensive 3D measurements from a customer’s feet such as length, width, girth and in-step height, with accuracy up to one mm. The scanner also collects pressure data underfoot from static and dynamic pressure tests, indicating where the customer would be prone to discomfort or pain. The software recommends Aetrex Orthotics as part of the scanning process. It also features Aetrex’s AI footwear recommendation platform called FitGenius, which matches customers’ foot profiles with their ideal footwear styles and sizes, offering footwear recommendations that can be accessed across a retailer’s digital shopping platforms after leaving the store. The Albert 3Dfit: Just announced to the trade in June, this scanner was created to make 3D Fit technology affordable to stores of all sizes. The Albert 3DFit scanner can calculate customers’ 3D foot measurements in less than 10 seconds and features Aetrex’s FitGenius AI platform. The Retailer Advantage: “Today’s shoppers are challenged with finding the right fit when there are so many options available to them 34

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The Albert2 is Aetrex’s all-in-one foot scanning solution with a quick, 20-second, two-feet-at-a-time process.

that vary by brand, style and size,” points out Aetrex CEO Larry Schwartz. “And with consumers buying more frequently online, footwear and apparel return rates are at an all-time high.” Indeed, nearly half of U.S. shoppers are buying multiple sizes of a product online with the intention of returning some of them. The Albert 2 Pro foot scanner can help solve the retail challenge of high-volume returns by helping customers find the right fitting footwear and orthotics on the first try, no matter where they shop. “Retailers also benefit from smarter inventory planning, an increase in customer service, satisfaction and loyalty,” he adds.

The Consumer Benefit: The Albert 2 Pro takes the guessing game out of the equation so customers can shop for footwear and orthotics more confidently and efficiently knowing they will find the right fit on the first try, Schwartz points out. The system provides orthotic recommendations as part of the scanning process, making it easy to find the right support for their unique feet and needs. Plus, FitGenius provides the customer’s unique footwear recommendations across all channels – retail, website, email and social media channels –making it easy to find the right fit no matter where they shop.

The COVID-19 Impact: “During the pandemic with gyms temporarily closed, more people took to the outdoors to walk, run, or hike and even now, more than a year later, with gyms open or re-opening, people are still enjoying activities like running and walking, whether outside or indoors,” Schwartz points out,

adding that with an increase in both the running category and online shopping retailers can benefit from tools that are more efficient in helping their customers find the right fitting products. “The Albert 2 Pro foot scanner will help specialty run retailers assist their customers in finding the right fitting orthotics

and footwear, faster and easier no matter where they shop,” he says. What’s Next: In 2017 Aetrex acquired SOLS Systems, a pioneer of 3D modeling and imaging software, the first-ever available on a Smartphone. “We have the software and patents

for this technology and have good mobile technology since acquiring SOLS, and we have an accurate sizing app available now,” according to Schwartz. Aetrex will be adding applications to the app that will tie in with its FitGenius AI platform available in the second half of 2021. n

AN AETREX CASE HISTORY

Tortoise and Hare uses scanning as a vital fitting tool TO R TO I S E A N D H A R E has be en using Aetrex Technology foot scanners for several years. Since Aetrex’s first generation of the Albert foot scanner, Tortoise and Hare has been incorporating foot scanning technology into their fitting process in-store. Today they scan every customer who comes through the door with Aetrex’s Albert 2 Pro to get them into the correct footwear size and style and to find the right orthotics for their unique feet. The retailer has experienced success with the foot scanning program. Tortoise and Hare sees scanning every customer as a vital element to their philosophy. “It’s a non-negotiable par t of our fit ting pro cess,” says GM Christine Pederson. “With the Albert 2 Pro technology, we can see things you normally wouldn’t be able to see and show the customer specifically what’s going on” regarding their orthopedic needs. “We feel the technology 35

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provides an authentic level of service that our customer can’t do without,” she adds The Albert 2 Pro scanner has improved Tortoise and Hare’s customer service by helping store associates better understand their customers’ needs. And, the increased speed and ease of use of the device is welcomed by the entire staff, making it easier to convert customers. As a result, Tortoise and Hare has generated a substantial amount of orthotic sales, including Aetrex’s 3D Printed Custom Orthotics. The retailer also benefits from the scanner’s ability to process QR code information that allows customers to receive a “take home” snapshot of their individual foot scan to share with their friends, family or even a medical professional. The scanner also collects customer email addresses and provides Tortoise and Hare with customer data to help the retailer monitor and direct message their customers based on their unique needs. n

Insight: Fitting Technology 2021

FootBalance MyFootBalance A holistic and health-based approach to foot care and fitting drives this Nordic-based company in its move into the U.S. The Elevator Pitch: FootBalance is a Nordic, health-driven brand that recently launched MyFootBalance, a 3D foot scanning solution, in the U.S. last month. It is described by global sales director David Sleigh as “a next-generation, unified 3D foot scanning service that offers runners an all-in-one fitting experience, from 3D foot scan and biomechanical foot analysis to custom product recommendations and a personalized fitting service.” The Company Philosophy: FootBalance’s approach to fit is holistic and health-based, combining an understanding of the foot with advanced technology and custom products. Based on the runner’s preferences, their physiological needs and some clever tech, MyFootBalance recommends footwear, insoles, technical socks and injury prevention products personalized to custom create the best fit. The Process: An intuitive technology, MyFootBalance combines computer vision and artificial intelligence with cloud analytics and a 15-second multi-scanning process. “MyFootBalance is a game-changing advancement, helping retailers engage runners on a more personal level, making the fit between healthy feet and healthy sales even more profitable, with guaranteed conversion rates, higher transaction values and better customer retention,” says Sleigh. More on the Tech: In addition to capturing all possible measurements of the foot, the MyFootBalance service considers a runner’s foot type and his or her foot function, as well as preferred activities and pain points. The service goes beyond the measurement of the foot, with custom product recommendations for footwear, insoles, technical 36

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MyFootBalance was introduced into the U.S. market last month after success with European retailers.

socks and injury prevention products. Why Use Fitting Tech: “FootBalance understands the importance of fit to retailers and the fitting service can provide a real competitive advantage, go a long way in guaranteeing customer satisfaction and can help build loyalty over the long run,” Sleigh adds. “It builds on the great service retailers already provide to their customers, but at the same time helps transform the shopping experience while resetting the operating and business model of the retailer. We know retailers dislike juggling systems which create work and inefficiency, so MyFootBalance offers a single, unified service that is easy to install and operate.” The Running Customer Experience: The

MyFootBalance 3D scanner is designed to be the focal point of the footwear fitting area. The scanner creates retail theater with its suite of consumer-led features. The Consumer Benefit: In-keeping with its holistic approach to foot health, MyFootBalance captures a comprehensive set of foot scan data — all possible measurements of the foot, including a biomechanical analysis, as well as the customer’s preferred activities and pain points. The technology uses this data to ensure the best possible advice, custom recommendation and personalized fit. “With no two feet the same, MyFootBalance gives the runner an unrivalled all-in-one personalized fitting service,” explains Sleigh. “The 3D foot scanner is designed and engineered to match

each customer with their own personalized fit, helping them to stay active, fit and pain-free.” The COVID Impact: “COVID19 has accelerated the need for retailers to embrace technology,” Sleigh says. “As consumers we can see how our changing behaviors and preferences are reshaping the entire retail landscape, with technology becoming a strategic imperative for retailers if they are to stay relevant and profitable.” A New Health-based Mentality: Sleigh points out that COVID has forced many consumers to

consider, perhaps for the first time, their own health and wellbeing, which is leading to spend increases across the run sector on those products and services that deliver tangible benefits. “Run specialty retailers that offer a personalized product discovery are likely to perform better than those that do not offer such tailored experiences,” he adds. The Retail Benefit: This increased awareness of health and well-being brings the opportunity for retailers to target new consumer groups, while recommendation engine

technology can help customers to find products they may have never known they needed. “Technology offering custom product recommendations will generate strong connections and satisfaction with consumers,” Sleigh says. “As a result, retailers will benefit from improved conversion rates, higher basket values and better retention.” O nlin e and O mnichann el: COVID has also accelerated the trend towards online shopping and successful retailers will need to ensure a seamless integration between their instore and online experiences,

supported by relevant technology and detailed analytics. Such technology will provide the bridge between customers and stores, with personalization becoming increasingly important. What’s Nex t: Following a successful pilot period, the MyFootBalance 3D foot scanning service was released in the U.S. in July 2021, with software upgrades already scheduled to support the service. Run specialty partners can look forward to self-service scanning applications, as well as a mobile scanning. n

A FOOT BALANCE CASE HISTORY

The Intersport Experience INTERSPORT INTERNATIONAL (IIC) is one of the world’s leading sporting goods retailers, with more than 5500 affiliated stores in 43 countries. FootBalance partners with Intersport across a number of European markets, including the Nordics and Scandinavia, UK and Ireland and Southern Europe. The MyFootBalance 3D foot scanning service has already been rolled out to Intersport doors in Finland and Norway. The MyFootBalance scanner is the focal point of the Intersport footwear fitting area and its presence on the retail floor extends beyond its footprint. The scanner features LED surround lights on the base and upright that can be programmed to match the corporate colors of the retailer. The scanner screen is oversized to enhance the customer’s experience. At Intersport stores customers looking to purchase running footwear are guided towards the MyFootBalance service and offered a 3D foot scan and biomechanical foot analysis to ensure the best advice and correct product 37

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recommendations are offered. The service takes less than five minutes to complete and provides the customer with an understanding of their own foot type, foot function and overall foot health. MyFootBalance has proven to support Intersport’s service proposition, making it easier and quicker for staff

to offer fitting and advice while providing a more engaging shopping experience. Algorithms based on the customer’s preferences and pain identifier, as well as the 3D foot scan and biomechanical analysis, drive custom product recommendations. In keeping with FootBalance’s holistic approach to foot health, these go beyond footwear and include insoles, technical socks and injury prevention products. The MyFootBalance service negates the need for Intersport staff to sell products individually. Instead, it allows them to offer advice, custom recommendations and a personalized fitting experience. Since the launch of the MyFootBalance service, Intersport Finland has seen like-for-like sales increase by 48 percent versus the previous year, with 71 percent of customers taking the service going on to purchase a technical sock or injury prevention product. In addition, 91 percent who are fitted with custom insoles purchase them. n

Insight: Fitting Technology 2021

Superfeet 3D Fit Experience Providing a personalized in-store experience for run retail customers is at the heart of the company’s technology. The Elevator Pitch … Creating a personalized fit experience helped Superfeet blend consumer demand for personalization with its mission to be the life-changing support under every foot. “Demand for personalized services at brick-and-mortar retail is becoming a reality,” points out Jim Wnorowski, director of experience and technology. Superfeet has partnered with Volumental to add its 3D personalized fit experience to their scanning technology to help retailers create a personalized in-store experience and provide an end-to-end solution for individualized product. The 3D Personalized Fit Experience: The technology goes beyond aesthetics to the heart of fit. The platform’s algorithm makes it possible to create individualized insoles based on a consumer’s biometric data. Using a dynamic gait analysis and 3D scanning, the system unlocks a customer’s unique movement patterns to create personalized ME3D insoles specifically tuned for them. The Retailer Benefit: “Our goal is to equip retailers with a premium, cutting-edge technology platform that adds to their instore experience,” explains Wnorowski. Why the 3D Personalized Fit Experience: Research shows consumers are willing to pay a 20 percent premium for personalized products and therefore retailers that are selling personalized products are enjoying increased revenue and more satisfied customers. “The 3D Personalized Fit Experience is an easy way for retailers to offer individualized product and create an experience consumers cannot get online, bringing shoppers back into the store after and especially rough year,” says Wnorowski.

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The Superfeet 3D Personalized Fit Experience goes beyond aesthetics to the heart of fit for runners.

Other Benefits: Going beyond an enhanced in-store experience, the system offers retailers an inventory-less sale that helps lower operational expenses and reduce overhead. Retailers using the system report increased revenue per ticket and reduced returns due to a personalized fit.

The Consumer Benefit: Using 3D personalized fit technology provides Superfeet a way to adapt its signature shape for the specific movement patterns of a person, providing the ultimate in individualized support and performance. Within just a few minutes, consumers can lay eyes on what

makes their biometrics data unique and learn more about how a personalized product can benefit them. The COVID-19 Impact: Since running experienced an incredible surge during the pandemic as a way to safely spend time outdoors and remaining active, Superfeet strives to ensure that both veteran and newbie

runners are staying pain- and injury-free and continuing to run post-social distancing. “Many retailers were forced to close during the pandemic and consumers became more comfortable purchasing products online,” says Wnorowski. “The personalized fit experience gives shoppers a reason to break with online shopping habits and safely return to physical stores.”

What’s Next: “It is safe to say that the future is almost limitless,” says Wnorowski. Superfeet is partnering with technology platforms such as Volumental to provide recommendations with even more specificity. In addition, the company anticipates delivering a solution that allows retailers to keep a consumer’s fit profile online, enabling easy omnichannel purchasing. n

A SUPERFEET CASE HISTORY

Less Inventory, Fewer Returns, Higher Margins SUPERFEET SPENT MANY YEARS developing an end-to-end system that enables retailers to deliver a unique fitting experience and individualized product in-store. To make adoption of the solution quick and easy, Superfeet partnered with Volumental to add its 3D personalized fit experience to their scanning technology. The 3D personalized fit experience leads to increasingly positive business results for specialty run retailers on multiple levels: • The average monthly inventory cost for the 3D Personalized Fit Experience system is less than $300. Retailers can cover the cost of the system by selling one pair of ME3D insoles a week. • ME3D insoles are an inventoryless sale with a premium revenue stream. A retailer receives three times the revenue, compared to Superfeet’s over-the-counter insoles, without any inventory carrying costs with 45 points of margin. • With the personalized ME3D insole, retailers experience a 30 percent lower return rate within the premium $130-$160 price category. Additionally, the Volumental 3D scanning solution delivers a more precise foot sizing helping reduce footwear

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returns up to 18 percent. • Retailers experience a 70 percent email open rate from customers receiving an email with their personal scan metrics (compared to industry average 21-22 percent). • “It took just under two weeks for my insoles to arrive. I trimmed them, put them in my shoes, and tested them on a few short runs. Wow, y’all. These are great! #gamechanger of

course they are, they were custom made for me!” — Kristy C • “I was really impressed with the scanning and technology and its application for the end result. The insoles fit me like a glove. My ME3D insoles have become my daily drivers for long days at work – where I’m on my feet for hours at a time – as well as my runs which keep me sane.” – Kyle W n

Insight: Fitting Technology 2021

Currex Motionquest/Footdisc/AI German brand’s light and portable Footdisc technology allows for both in-store and remote insole fitting. The Elevator Pitch: Currex was founded as a biomechanics lab based in Germany to develop the world’s first systematic running shoe fitting using scanner and pressure plates. The company has partnered with running shoe brands such as Mizuno, New Balance, Nike, Saucony, ASICS, ECCO and others to help selecting the perfect shoe for their customers. The Insole Story: “With our expertise in gait analysis and running shoe finding solutions, Currex was asked by a global sports brand in Germany to design the perfect insole for running shoes due to the lack of support and individualization of the standard liner,” explains Lutz Klein, CEO and president of Currex U.S. “What started as a simple design project, turned out to be the launch of global success story which made Currex RunPro one of the best-selling sports insole in the U.S.” The Insole Technology: Currex introduced an insole that is scientifically proven to significantly improve comfort and fit of the running shoe while at the same time reducing plantar pressure. This means, the product can be shown to the majority of runners instead of “injured only“ customers. All SKUs have a unique arch support and shape to accommodate the various gaits, foot types and body weights. “To not conflict with the shoe technology, all Currex insoles are zero drop, have a dynamic arch support and a decoupled heel,” Klein adds, which further ensures the orthotic will fit cleanly and work with the shoe’s intended function and with the body’s natural mechanics. The Retail Advantage: Currex offers what it calls “the most customized OTC insole in

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The benefit of Footdisc is its simplicity and speed — within sconds guests can be measured and helped.

The Footdisc quick imprint can be read in 10 seconds, allowing for short interactions with the technology. Also, the Footdisc is light and portable, so it can be taken outside for curbside pickup as well as moved around the store from customer to customer.

The Currex Footdisc allows customers to see firsthand how the bottoms of their feet do not meet the ground.

the market,” providing customers with individualized fitting to perfect the comfort of their favorite running shoe while reducing pressure, increasing support and helping avoid common injuries — a great enabler to position brick-andmortar vs. E-commerce. The Product Story: Currex has three arch profiles (High, Medium, Low) to help create a full and consistent point of contact from heel to toe, creating an immediate comfort increase in motion. These three should be able to accommodate some plus 80-90 percent of the average running store customer. The Currex Fitting Technology: 41

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By using the Currex Footdisc, customers can see firsthand how the bottom of their foot does not completely meet the bottom of the ground, or of their shoe. “Alternatively, runners can simply try all three profiles and compare to what the shoes come,” says Klein. “The great part of the multi-profile design is that retailers can also use any other technology available, which measure the guests arch.” The Consumer Benefit: “Not every customer will know their arch type, so using the Footdisc makes it easy,” Klein explains. After a couple of seconds, the footprint’s shape will appear to determine if their arch is high,

medium or low. The huge benefit is the simplicity and speed. Within seconds guests can be measured and helped. “There’s no queuing, no losing of guests who don’t want to wait to be served,” Klein explains. “The key is a great product — measuring is only a tool to help introducing the category.” The COVID-19 Impact: Currex is working on an artificial intelligence (AI) project, which allows stores to simply take a picture of the person in the store and match the right insole type. This can be done by either the sales staff or customer in case COVID requires social distancing. Currex AI was just launched for a pilot program in Europe,

where the company took pictures of some 20.000 feet and clustered them into the three different profiles. More on Footdisc: Regarding the Footdisc, the quick imprint can be read in 10 seconds, allowing for short interactions with the technology. Also, the Footdisc is light and portable, so it can be taken outside for curbside pickup as well as moved around the store from customer to customer. What’s Next: As more consumers come into run specialty stores for help with walking shoes and everyday comfort, Currex is introducing its SupportSTP line to running specialty. n © 2021 Diversified Communications

running shorts RunSignup Mid-Year Trends Data Shows Normal Registration Patterns And Decline Of Young Participants RUNSIGNUP, THE TECHNOLOGY provider for endurance and fundraising events, recently released preliminary registration data from the first half of 2021 that shows a rapid increase in in-person events and, unexpectedly, a small decrease in race week registrations. Key findings in the report include: • In the second quarter of 2021, inperson events made up 72 percent of all registrations on RunSignup, an increase compared to 50 percent in January of 2021; however, virtual events are still working, with no signs of falling back to a pre-pandemic level of three percent of registrations.

• While virtual races, with lower overhead costs, are still impacting overall race prices this year, especially for longer events, there are signs of a return to normal pricing. Half marathon prices are down just 6.9 percent compared to 2019, and price increases are starting to return to normal. • While increases in participation by women and 50-plus participants show growing inclusivity at races, demographic data also indicates concern. Just 11.8 percent of participants in 2021 have been ages 18-to-29, compared to 16.3 percent in 2019. While that age group is less likely to join virtual events, the rapid acceleration of

the trend away from race participation by younger runner athletes suggests that races are not innovating to meet the demand of new generations. “News stories in the endurance and fundraising events industry are often focused on the largest events, but we know that the vast majority of races are small, local operations and looking only at premier events can create a false understanding of what’s happening in the market,” explains GiveSignup/RunSignup founder and CEO Bob Bicke. “Race formats, registration patterns and pricing trends will continue to change throughout the second half of the year.”

Tecnica Footwear Expands Magma Series

it fast and versatile like a trail runner. The anatomically shaped last more closely matches the shape of the foot, delivering a precise fit out of the box that can be even more dialed in with the integrated lacing system. The midcut boot features a synthetic upper with a Gore-Tex liner for waterproof/ breathable protection and the outsole design, inspired by MTB enduro tires, provides grip on all surfaces regardless of conditions.

Hoka Signs Grijalva

N e w f o r S p r i n g / S u m m e r ’ 2 2, Tecnica’s Magma Mid S GTX is a versatile, lightweight mid-cut hiker, designed for those who prefer a quick pace on the trail but also require steady grip for technical rocky scrambles. The shoe is described as “stable, grippy and durable” as a sturdy hiking boot, but its materials and construction make

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Keen Opens Dominican Factory Keen has opened a 55,000-squarefo ot c o mpa ny- owne d fac to r y in the Dominican Republic — Keen Dominican Republic. The factor y, located in Santiago. will produce its footwear, led by the Newport H2 sandal, and is capable of turning 500,000 pairs a year. The plant has the capacity to produce two million pairs of the sandal style moving forward. The first pairs were scheduled to arrive stateside and at retail in July.

Hoka One One has added 22-yearold Luis Grijalva to its elite athlete roster. The track and field runner from Guatemala holds a string of accolades, including being selected for the 2021 Guatemalan National Team in Tokyo, holding a Guatemala National Record and holding a number of NCAA and All-American wins.

running shorts Norda Launches Flagship Product With DSM’s Bio-based Dyneema Fiber ROYAL DSM, A GLOBAL COMPANY IN nutrition, health and sustainable living, has introduced “the first seamless trail running shoe made with bio-based Dyneema fiber by norda,” a Canadian shoe brand. Norda was founded to empower athletes to unlock their potential through innovation and cutting-edge technology. The brand’s flagship product, norda001, utilizes bio-based Dyneema fiber to enhance performance and sustainability in a lightweight construction. The shoe upper is seamlessly constructed with Dyneema fabric, which benefits from the intrinsic properties of Dyneema, described as “the world’s strongest fiber.” Dyneema fiber is engineered at the molecular level to provide high-strength, low-weight, waterproof and breathable properties — fusing the technical performance of ultra-light materials with aesthetic design that does not sacrifice strength or durability. In addition to the increased foot stability and wearer comfort of the upper,

OOFOS Launches mOOvers Campaign OOFOS has launched what it calls its “mOOvers” campaign featuring former NFL quarterback and OOFOS strategic brand partner, Alex Smith (in photo); Emmy-nominated choreographer, Chloe Arnold (The Late Late Show with James Corden); and Lisa Black, a pediatric teacher at UVA Children’s Hospital. The campaign aims to highlight individuals who don’t stop, can’t stop mOOving — both for themselves and others. Through the campaign, each mOOver will share stories of triumph and resilience – all made possible with support from OOFOS – that will leave people inspired.

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Dyneema fibers are also used to increase abrasion resistance and stretch in the shoe laces — providing four times the level of strength when compared to standard lace materials such as nylon and polyester. “When we set out to create the norda001, our mission was to design an ultra-strong and durable high-performance trail running shoe and do it as sustainably as possible,” according to Willamina and Nick Martire, norda co-founders. “To achieve our goal, we had to look outside of the standard materials used by the footwear industry. We realized the properties of bio-based Dyneema beat everything

available today.” In line with DSM’s commitment to protect people and the environment, Dyneema boasts the same performance as conventional Dyneema with a carbon footprint that is 90 percent lower than generic HMPE. Sourced from renewable, bio-based feedstock, DSM’s latest advancement in fiber technology uses the mass balance approach to further reduce the reliance on fossil fuel-based resources, while still contributing to a more circular economy. “The latest development with norda is an example of how Dyneem fibers are enabling our customers to deliver the highest performing products made with the most sustainably sourced materials to end consumers,” says Marcio Manique, global business director, consumer and professional protection at DSM Protective Materials. “Incor porating bio-based Dyneema fibers means there’s no compromise when it comes to performance or sustainability.”

Each mOOver will also have the opportunity to pay it forward and give back to a deserving community, program or organization close to their heart. For Chloe it’s the young, economically-challenged dancers she introduces to the arts through a scholarship program and free classes; for Alex, it’s the Center for the Intrepid, where he did his rehab alongside wounded veterans; and for Lisa, it’s a footwear donation to the trauma team that “pieced her back together” following a traumatic car accident in 2014 and the other teachers in her hospital group who devote their lives to working with sick and recovering children.

running shorts TCS Renews Sponsorship Of New York City Marathon Through 2029 TATA CONSULTANCY SERVICES (TCS) has signed an eight-year contract with the New York Road Runners (NYRR) to extend its title and technology sponsorship of the TCS New York City Marathon through 2029. TCS’s extended partnership with NYRR follows its announcement last month that it would become the new title sponsor of the London Marathon starting in 2022. Collectively, TCS plans to invest $30 to $40 million annually in global

running sponsorships and related community programming from 2022 to 2029. As part of the sponsorship, TCS will launch a new version of its TCS New York City Marathon App that incorporates augmented reality features. The version will include features to support in-person and virtual runners with AR experiences. Fans and athletes will be able to access realtime runner tracking, digital cheer cards and a finishing-time predictor.

The other pillar of TCS sponsorship focuses on redoubling its efforts to encourage communities to adopt active, healthier lifestyles. TCS will donate $4 million to NYRR’s youth and community programs, including Rising New York Road Runners. TCS will also develop a marathon version of its goIt Stem education contest that will challenge students to develop an app concept that promotes active lifestyles and inclusivity.

Buff Supports the NAACP Legal Defense Buff has made a commitment to the NAACP Legal Defense and Educational Fund (LDF), including a licensed LDF Buff collection of which 100 percent of revenue will be donated to the non-profit.

represents fair and equal administration of law. Available exclusively on buffusa.com, the licensed LDF Buff product will be a capsule collection with an MSRP of $20.

OrthoLite Unveils Zero Waste Initiative OrthoLite recently announced its ambitious Zero Waste Initiative, part of its commitment to sustainable, circular solutions. The commitment includes investment in a proprietary manufacturing system that elevates waste minimization and management beyond the traditional standards of LEAN manufacturing. It also includes participation with the Higg Index to transparently share the company’s progress. For perspective, OrthoLite insoles are used in more than 500 million pairs of shoes every year. The inclusion of five percent recycled content prevents more than 300 metric tons of rubber waste from going to landfills each year. Additional recycling and efficiency efforts keep 200 tons of foam waste from going to a landfill. “Our intent is not only to minimize our own environmental footprint, it’s also to lead the entire footwear industry in doing the same,” says Glenn Barrett, founder and CEO of OrthoLite. “Environmental stewardship responsibility is a critical area of focus for our business. Our innovation team is focused on climate-friendly products and development.”

The licensed LDF collection includes Buff Original Multifunctional Headwear with a unique custom design that incorporates the distinct colors of the LDF logo. The product design draws inspiration from “Lady Justice,” who 44

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ASICS Takes Stake In Insole Maker ASICS has made an investment in Japan HealthCare Co. which makes custom insoles working from photos of feet taken by Smartphone. The acquisition was made through ASICS Ventures. Japan HealthCare was founded in June 2017 by Daichi Okabe, who is one of the few podiatrists in Japan. The company won the Grand Prize in the ASICS Accelerator Program, which was held from October 2020 through February 2021. “ASICS and Japan HealthCare will further accelerate their collaboration to realize a society where anyone can walk well for life and will start working together on demonstration trials by conducting foot checkups,” ASICS said in a statement. Initially targeting elementary and junior high school students, ASICS said it intends “to spread a culture of caring for feet during childhood through foot checkups and create products and services to support children’s foot and future health.”

running shorts Numbers Game: Deckers, Puma, WWW

Hoka Leads Deckers Deckers Brands reported a surprise profit in the first quarter ended June 30 as sales surged 78.2 percent. Ugg’s sales grew 70.8 percent and Hoka One One soared 95.5 percent. First-quarter fiscal 2022 revenue increased to $504.7 million. “Our portfolio of brands delivered a strong start to fiscal 2022, which propelled Deckers to its most profitable first quarter ever,” says Dave Powers, president and CEO. “The growing influence of Hoka, the increasing year-round appeal of Ugg and the continuing strength of Teva are driving progress across strategic priorities and delivering a more balanced business.” • Hoka One One brand net sales for the first quarter increased 95.5 percent to $213.1 million, compared to $109.0 million for the same period last year. • Teva brand net sales for the first quarter increased 65.9 percent to $58.5 45

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million, compared to $35.2 million for the same period last year. • Sanuk brand net sales for the first quarter increased 13.7 percent to $15.0 million, compared to $13.2 million for the same period last year. • Other brands, primarily composed of Koolaburra, net sales for the first quarter increased 435.9 percent to $5.0 million, compared to $0.9 million for the same period last year. • Direct-to-Consumer net sales for the first quarter increased 14.7 percent to $160.4 million, compared to $139.8 million for the same period last year. Puma’s Led By North America Puma sales grew 96 percent in the second quarter with the best performances coming in footwear and in North America. The Germany-based firm raised its guidance for the year although it warned about supply chain challenges.

Merrell And Saucony Lead Wolverine Second Quarter Sales Wolverine Worldwide raised its fullyear guidance after second-quarter results easily topped Wall Street targets. All-time record quarterly revenue for Merrell and Saucony drove consolidated revenue growth of 81 percent compared to 2020 and 11 percent versus 2019. “With record revenue in the second quarter and demand for our brands continuing to accelerate, we now expect to deliver meaningful growth this year over both 2020 and 2019,” says Blake Krueger, Wolverine Worldwide’s chairman and CEO. “Merrell and Saucony, our two largest brands, both achieved all-time record quarterly revenue — more than doubling their combined revenue year-over-year and driving combined revenue growth of more than 40 percent versus 2019. “Our strategic shift over the last several years together with ongoing category tailwinds has resulted in twothirds of our revenue positioned in trending performance categories like hiking, running and work,” he adds. “We are bullish about the future, have raised our growth expectations for 2021 and are planning for sustained accelerated growth over the longer term.” “The company exceeded 2019 revenue and earnings by double digits in the second quarter, with broad-based contributions across brands and regions,” adds Mike Stornant, senior VP and CFO. “Our owned e-commerce revenue has more than doubled in the first half of 2021 compared to 2019. Our future order book remains at historically high levels, sell-through at retail is strong, and our inventory position continues to improve.”

Back-to-School 2021

ONE MORE THING Put on your teaching hat so today’s classroom visit can inspire tomorrow’s loyalty. / By Tom Griffen

ou are embedded in the running industry. And whether you are a store owner, manager or key staffer on the ups, four things likely ring true: 1. You are passionate about health and fitness. 2. You are well versed in a multitude of running/walking-related topics. 3. You know a thing or two about operating a small business. 4. You yearn to connect more deeply with your community. You bring a unique blend of personal and professional attributes, each of which has value that goes far beyond a retail sales floor. All of your areas of expertise make you a relevant resource for markets beyond specialty run. One of these is most certainly the educational sector. Back in the Classroom Many years ago I was a teacher in a traditional classroom setting. I started in lower elementary, then eventually moved into middle school before wrapping up my career with high schoolers. At every level I reveled in the independence that comes with managing a class. I loved what I did. As time-consuming and stressful as teaching was at times, writing lesson plans to account for every minute of the school day fed my entrepreneurial spirit. I loved having to always stay a step ahead. I was delighted by any chance to innovate. Early in my tenure, a mentor told me to always accompany my most important lessons with a funny hat or anything that would make the moment more memorable. The challenge to increase retention was ongoing and real (sound familiar?). I took my job seriously, but on the rare occasion when I was afforded a temporary 46

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physical movement, too. Teach them some cool stuff, then lead them on a run around campus. Teachers embrace any opportunity to get their kids outside. And side note, any time you can marry content with activity – like following a training session with a walk or run – you increase retention.

When asked for an example of one of his funny hats from his cross-country walk a few years back, author Tom Griffen had no trouble finding a few examples, including this straw version that traveled from coast to coast with him.

reprieve from teaching responsibilities, I welcomed it. Bring on school assemblies! Bring on pep rallies! A big YES to P.E. classes and field trips! I happily passed the baton whenever someone else was willing to take over for a few minutes. This is where you come in. I guarantee that if, at any point in my teaching life, a local running shop representative had approached me with the idea to share their knowledge with my students, I’d have been all about it. All I’d need to get the ball rolling is a knock on the door. From someone like you. Your class visit will not be a commercial for your store. You’ll be decked out in branded gear and students will naturally make the connection. Your delivery should instead revolve around topics the class is already exploring in their curriculum. Even better if the gathering includes some sort of

Getting – and Keeping – Their Interest A few topics of interest for all levels of students: • Basic anatomy (all students love a good talk about anatomy!) • The importance of good nutrition, goalsetting and the history of running. • Older students may benefit from higher level discussions about leadership, community building and running a small business. • Better still, teach what you know. Teach what you love. Give a piece of your authentic self to those kids. Your social circle probably includes at least a few teachers. They are your bridge. Reach out and tell them you’d like to visit their class. You could also contact the school directly. I suggest you propose your idea to whoever answers the phone. They’ll likely be intrigued and will definitely know exactly to whom your call should be directed. And if you are worried about ROI, check yourself. This sort of “marketing” is a long-game move and more of a communitybuilder than anything. No coupons will be distributed, there won’t be any immediate impacts on the week’s sales or sudden spikes in accessory turns. But the return is massive, nonetheless. You will, however, have to be patient. Your crystallizing visit will plant the seeds for future loyalty. Those kids will never forget their time with you. Especially if you follow my mentor’s advice and show up wearing a funny hat. n