Running Insight 9.6.23

BLAZING TRAILS

The business case for run specialty stores to invest in the growing trail running category.

While many run shops dabble in trail running – maybe a little trail footwear here, a trail race there – Mountain Running Company isn’t one of them.

At the three-store retail chain in western North Carolina, trail footwear from the likes of Topo, Salomon and La Sportiva consumes about half of its shoe walls. Its stores host weekly trail runs and staff members champion trail running on the sales floor.

“Trail running is essential to who we are,” Mountain Running Company co-owner Bill Flanagan says.

While Mountain Running Company’s enthusiasm for the trail category is certainly shaped by its presence in a trail-rich region of the U.S., it’s not the only reason Mountain Running

Company has committed itself to the category. Despite trail being a small piece of run specialty retail’s overall revenue pie, Mountain Running Company and other running stores around the country, such

/ By Danny Smith

as Ragged Mountain Running & Walking Shop in Charlottesville, VA, and Medved Running & Walking Outfitters in Rochester, NY, see sound business reasons for investing in the trail category.

Reason #1: Interest in the trails continues to grow.

Over the last decade, participation in trail running has soared 231 percent, according to data from RunRepeat. In particular, female participation has surged, with women now representing nearly half of all trail runners — a three-fold increase from 1997.

Races are growing, too. Six years ago, only three out of every five trail races had more than 500 finishers. These days, nearly 90 percent of trail races top 500 finishers.

Beyond trail running, the hiking category

Cover photo courtesy of Boa.

Photo this page courtesy of Trailhead Running Supply/Phil Salmeron

NO SLOWING DOWN. NO MISSED MOMENTS. NO LOOKING BACK. JUST SOUL

Live every moment to the fullest and healthiest with Currex insoles. Available in three arch profiles, they’re clinically proven to help prevent injury, enhance performance, and provide comfort. But most importantly, they’re engineered to keep you going. Learn more at currex.us

Jack Fidell

Dad and Runner

High Arch Profile

Blazing Trails (continued)

continues experiencing growth as well. In the latest installment of the Outdoor Participation Trends Report, the Outdoor Industry Association and the Outdoor Foundation reported that 881,000 people began hiking last year, pushing the U.S. hiking population to 60 million.

Reason #2: Trail runners are ripe to buy more from running shops.

At Mountain Running

Company, Flanagan regularly sees customers purchasing footwear for both the road and the trail. Many are experienced road runners eager to incorporate trail runs, though he’s also seeing more seasoned trail runners embrace the roads to feel something faster.

Ditto at Dan Medved’s namesake running shop in Rochester.

“The trail runner doesn’t only run trails. They’re often investing in road shoes, too,”

Medved says.

Beyond the footwear category, trail runners tend to tackle longer efforts and understand the peculiarities of the trail, which often compels an investment in additional products, such as socks, nutrition, hydration and safety items like headlamps.

“The opportunity is certainly there to sell more items to existing customers when they’re running longer distances or on trails where certain products

are helpful to have on hand,” Medved says.

Reason

#3: Having trail inventory enhances customer service and satisfaction.

Admittedly, carrying trail product requires an investment of money and space. With heightened interest in getting on the trails, however, comes heightened interest in trail gear. Having trail-oriented products readily available is central to

Women are a growing segment of the trail running world (left) while hiking continues to accelerate among Americans as well. (Photo courtesy of Trailhead Running Supply/Phil Salmeron.) At right, Medved Running & Walking Outfitters conducts guided educational hiking tours to promote trail running.

Blazing Trails (continued)

servicing customers and making run specialty shops the lively special retail environments they aim to be.

“I hate telling people we don’t have what they want or need,” says Ragged Mountain’s Alec Lorenzoni, whose college town shop carries about two dozen trail footwear SKUs for each gender. “No, we can’t carry everything, but we want to be able to offer a strong mix of products to anyone who comes through our door.”

Reason #4: The trail footwear category boasts more pop than ever before.

Up until recent years, trail running footwear was largely utilitarian. Those days have vanished, however. Trail footwear subcategories continue to blossom, bringing energy to shoe walls and providing run shops exciting new storytelling opportunities.

There are trail “super shoes” like the Hoka Tecton X and Saucony Endorphin Edge; hybrid models offering door-to-trail versatility like the Altra Outroad and the Craft Nordlite Ultra; and snappy, speedoriented models, such as the Merrell Test Lab Skyfire 2 and the inov-8 TrailFly G270.

“It expands our customer base when we have intriguing solutions to offer,” Medved says.

Reason #5: Trail gear offers sales possibilities even if customers never touch a trail.

Trail gear often functions as lifestyle gear, favored for its durability and rugged looks. That, too, presents a sales opportunity to run shops. Medved Running & Walking, for instance, carries trailoriented brands like Patagonia and Outdoor Research pairing technical performance with lifestyle flair.

Yet more, trail gear can be promoted with the seasons as well. In slushy, snowy winter locales, trail shoes work well given their added grip and thicker upper materials, whether one is running on the roads or running errands. Merino wool socks are also a wintertime favorite for work and lifestyle, while hydration packs have become a popular accessory at music festivals. n

WAYS RUNNING STORES CAN CELEBRATE AND PROMOTE THE TRAILS

1: Keep group trail runs short and sweet. With its Thursday morning trail run, Mountain Running Company makes a point of welcoming runners and walkers of all levels. The run/walk maxes out at five miles and includes post-activity coffee in the trailhead’s parking lot.

2: Adopt a positive spirit. Medved Running & Walking promotes its Wednesday trail runs with a simple tagline: “Let’s Explore.” It sets the stage for something adventurous and playful, not intimidating or grueling.

3: Get a little wacky. Outside of Dallas, Trailhead Running Supply’s Friday Night Lights trail run offers folks a unique running experience under the nighttime sky (photo below). While providing participants a dynamic fitness experience, the gatherings also spotlight the value of assorted trail gear, particularly headlamps.

4: Think beyond runners. Ragged Mountain Running & Walking hosts a monthly trail hike led by store co-founders Mark and Cynthia Lorenzoni. Medved Running & Walking, meanwhile, has offered guided educational hiking tours focused on invasive species found on local trails.

5: Spotlight local trails on social media. The Portland Running Co. shares short, informative synopses of local trails on its Instagram feed, providing photos of a venue, basic details and a tidy pros-and-cons list addressing things like parking and bathroom availability.

6: Highlight local trails in the store. Mountain Running Company features a Trail Talk section in its store, which features maps and suggested routes.

7: Push trail into customers’ subconscious. When Dan Medved remodeled his Rochester, NY, running store in 2022, he incorporated trail images into the design. It’s a subtle reminder to customers that running can be done off the treadmill, track or road.

8: Put trail on a pedestal. Each spring, Medved Running & Walking hosts Voices of the Trail. The panel discussion event features local trail runners sharing their experiences on the trail and touting the benefits and rewards of hitting the trails.

9: Provide opportunities for competition. Races are a great way to entice people to test themselves on the trails. In suburban Chicago, Dick Pond Athletics launched a four-race trail series hitting different distances and venues around Chicagoland.

10: Be a steward of the trails. Leading trail clean-up events demonstrates a running store’s community and environmental-minded ethos. It also offers store personnel a chance to build relationships with community members and showcase local trails.

Photo courtesy of Trailhead Running Supply/Phil Salmeron

Talkin’ Trail Running The Trail Issue

Seven Peaks with Seven Geeks dishing on their products, experiences and love of the trail. /

Trails represent one of running’s most effective outlets for fitness. The terrain is both challenging as well as beautiful and many of the Meccas for professional training groups are located at altitude and sponsored by a variety of the running shoe brands.

Having some familiarity with the benefits of training at altitude, and seeking the challenges presented in overcoming gravity for the payoff of spectacular vistas, I sought out others of the same inclination — seven men and women who also share a penchant for running footwear. In particular, they revel in the production and use of trail running shoes, as part of the work they do for seven of the footwear brands. Geeky? For sure, but they also get a thrill from running up mountains, and back, all while covering distances most of the population would expect to manage by car. Read on to discover insights to the Peaks from the Geeks.

How important is trail in your brand’s running shoe line?

“Trails are a natural extension and taking what’s great from the road and putting that in the middle of nowhere. Brooks supports all who run and trail is to many people their favorite place to run. Many road runners will start trail running as a new adventure, so supporting them in their journey is important to us. It also comes with a new layer of safety and protection features, so we pay very close attention to the runner’s needs when developing our trail shoes.”

Nick Clinton, Product Line Manager, Brooks Running

“We continue to work to grow our trail footwear line and a big part of that is investing in our pro trail athlete team.

By Cregg Weinmann

Our athletes provide invaluable feedback and have a real hand in helping us make design decisions, not based on industry trends but truly what’s needed and wanted in a piece of footwear for trails — from a gravel path in a neighborhood to the top of

Mont Blanc.” Eric Schenker, CEO, Craft Sportswear, US

“Trail running shoes have been an excellent extension of the footwear line. We have brought our knowledge of footwear design

La Sportiva’s Jonathan Lantz says the trail category has helped the brand find new customers.

Talkin’ Trail Running (continued)

The category is still growing and becoming more popular as a form of exercise as well as replacing the clunkier trail hiking shoes. We are able to engineer trail running shoes to provide better lateral stability than low-cut hiking shoes, in a lighter weight package, and with better flexibility.”

Scott Tucker, Co-founder and Developer, Vimazi

What is special about your trail shoes?

that are versatile. Durability is the second component that is absolutely vital. Trail runners are tough on their footwear and if the footwear doesn’t hold up, it’s useless.”

Eric Schenker, Craft Sportswear

“Our trail shoes are built for mountainous terrain. Every shoe has sticky rubber and is built to be stable, protective and durable in rugged terrain.”

Jonathan Lantz, La Sportiva

to trail running shoes and the category has helped the brand reach new customers that are exposed to the La Sportiva philosophy and creating footwear for moving efficiently in the mountains.”

Jonathan Lantz, President, La Sportiva

“Merrell is all about the trails. Merrell has been at the forefront of studying the unpredictable nature of the trail for more than 40 years, from varying terrain types and changing weather conditions across a multitude of climates. The brand has made rapid breakthroughs in the trail run space as they’ve teamed up with athletes to create the Merrell Test Lab (MTL), where they focus on making high-performance trail running shoes that are athlete validated and lab verified. Merrell works with athletes globally on rigorous prototype testing to refine and create products that continue to push the boundaries in the outdoor space.” Jessica

Price, Merrell Public Relations Manager

“RunPuma is establishing itself as a top-tier running brand, plain and simple. This means road running, racing and, of course, trail running as a natural extension. Most runners run on a variety of surfaces, everyday and elite runners both, so having a capable trail running shoe is essential to providing solutions for every runner’s need.”

Todd Falker, Teamhead, Product Line Management, RunPuma

“The trail category is a significant part of the Saucony lineup. We have award-winning legacies in franchise shoes like the Peregrine and Xodus and continue to innovate and thoughtfully expand the line.”

Katie Pyle, Senior Product Line Manager, Performance Run, Saucony

“Trail is important for a couple of reasons — it is my heritage. I’ve been making trail running shoes longer than almost anyone who is still in the industry. And I just love trail running.

“Our approach begins with problem solving. Reduce the negative issues of traction, fit and protection to eliminate problems so the runner can just enjoy the run. Function is key — fewer blisters, better traction and improving all of the things that can make a run bad. Also, we now have a trail line that sits together with distinction — Cascadia for protection and stability for all-around mountain running, Caldera for big cush and comfort, Catamount for lightweight and speed, and Divide for hybrid road-to-trail. Now the runner can either choose one shoe that works the best for them, or use all of them for different usages/terrains/conditions.”

Nick Clinton, Brooks Running

“Our shoes are special because they are durable and versatile. When we think about trails, some people imagine mountains, others imagine forests, some people imagine rolling country side, jungles or coastal headlands. Trails mean different things to different people, so everyone looks for something a little different in a trail shoe. With such a variety of trail types and conditions, the team at Craft works to make shoes

“MTL’s material and technologies used help athletes adapt and overcome the ever-changing nature of the trail. The MTL collection is created with athletes in mind and with athlete testing guiding the design process. I’ve been able to test and give feedback on products and I’ve seen my feedback sculpt a shoe that I’m very confident running in. It’s hard to create a shoe that is both light and fast to race in while also giving it good traction and a stable feel, but Merrell has nailed that balance.”

Rachel Tomajczyk, Merrell Athlete

“Puma’s line of trail shoes has two distinct advantages. First, we use a super-critical foam in every single shoe. For us that’s our Nitro foam, which is light, cushioned and responsive. Second, our PumaGripATR is an all-terrain rubber, one of the best in the industry. I love watching shoe reviews of other brands and having reviewers mention Puma as the benchmark for grip, traction and durability.”

Todd Falker, RunPuma

“We design and build our trail shoes with the trail runner and the trail running experience top of mind. We are very lucky to

Merrell athlete Rachel Tomajczyk says the trails help her push her running limits.

be able to work closely with our elite trail athletes, ambassadors and everyday trail runners to really make sure that we have a variety of testing and insights to create best-in-class product that addresses the needs of any type of trail runner. Every detail on each shoe in the lineup is thoughtful and intentional, from the foams to the meshes to the lug design and everything in between.” Katie

Pyle, Saucony

“Vimazi trail shoes have phenomenal comfort and traction. The sawtooth pattern in between deep lugs is a design I first put into the Montrail Leona Divide and Hurricane Ridge GTX. There is nothing like it. The upper fit is like the child prodigy of Montrail IntegraFit. Fit like a glove, not like a boot. Vimazi’s FastPod design solves the problem of getting enough cushioning to meaningfully absorb impact shock (especially going downhill) and still have great control and stability on uneven terrain.”

Scott Tucker, Vimazi

What do you (as a trail runner) look for in a trail shoe?

“Something that doesn’t make me work too hard. I want to enjoy the trails. Great traction, good cushion, protection, security and fit. My favorite trail shoe is one I don’t have to think that much about. I can put it on, depending on what type of run I’m going on, and enjoy the run and nature.” Nick

Clinton, Brooks Running

“I look for trail shoes that are durable and versatile. Durability is vital because I want to use products that have a long

lifespan and smaller carbon footprint. I want products that are versatile, because while some of my runs are up a mountain or through a jungle, often I’m running on roads from my house to the trails and back again.”

Eric Schenker, Craft Sportswear

“The three Cs — cushion, comfort and control. The best trail shoes allow you to forget about what is on your feet and enable you to pour all energy into the trail ahead.” Tim

Tollefson, Craft Sportswear Athlete

“Grip, cushion and protection for longer trails and nimbleness and grip for faster more technical trails.”

Jonathan Lantz, La Sportiva

“I look for a light shoe with great traction. Trails can be rocky, winding, technical and steep, so

I want a shoe that will move as one with my foot and enable me to move well through different terrain. I want a shoe that’s light enough to not drag me down on steep uphills, but also secure enough to trust on a technical downhill.”

Rachel Tomajczyk, Merrell Athlete

“Grip is the most essential feature in a trail running shoe, along with security of the upper around my foot with a good fit so I don’t get blisters. I love a trail shoe that drains water and wetness well, because you never know when you’ll encounter a puddle, stream or rainstorm.”

Todd Falker, RunPuma

a toe — nobody wants that. To get control you need a great fit so the shoe is a smooth extension of your foot. You need surefooted traction. You need forefoot stability. When most people think of stability, they think of anti-pronation motion control with dual density posting in the rearfoot. Not only have we learned over the decades that the anti-pronation designs don’t reduce injury rates, it doesn’t make any sense in a trail shoe where the force and time during a stride is on the forefoot. To get a stable forefoot, you need a firm midsole forefoot.”

Scott Tucker, Vimazi

How often do you run trails?

Pyle, Saucony

“Cushion, grip and weight – in that order.” Katie

“I look for control. Slipping, falling, twisting an ankle, stubbing

“I live in the middle of town, so I have to be intentional about going to trails. Seattle is surrounded by amazing trails, so

Brooks supports all types of runners and trail shoes are a natural extension of the brand’s road running heritage.

Talkin’ Trail Running (continued)

plenty of opportunity and availability. I trail run locally almost every weekend, but split it in the weekdays by with rock climbing, biking and yoga.”

Nick Clinton, Brooks Running

“Just about every day my feet will touch dirt. However, the tarmac holds a special place in my heart and you’ll often find me pounding pavement between sections of trail.” Tim

Tollefson, Craft Sportswear Athlete

“I run trails two or three times a week, but a little less in winter as I tend to do a lot of backcountry skiing instead.”

Jonathan Lantz, La Sportiva

“I run trails very often, probably six or seven times a week. I do some speed workouts on the track/roads, but my favorite days are in trails.”

Rachel Tomajczyk, Merrell Athlete

“Being blessed with living in the PNW and now having Mt. Tabor in my backyard and Forest Park in town (both parks in Portland), I’ve been able to run trails regularly my whole life. As a lifetime runner, I like to mix up the routines and keep it interesting. Trails do that for me. Basically the polar opposite of the treadmill.”

Scott Tucker, Vimazi

What is your motivation for trail running?

“The trails are a great way to keep moving and stay active. I love trail running because I can get away from computers, my phone and the modern world. It’s therapeutic and meditative and helps me connect with myself and the world. The added bonus is it helps me stay fit physically and mentally.”

Nick Clinton, Brooks Running

“My ‘why’ has constantly evolved. At times I have been driven by performance, recognition and ego. Others have been guided by love, joy and curiosity.” Tim

Tollefson, Craft Sportswear Athlete

Falker, RunPuma

“I run trails nearly every day; I’m blessed to have a mile of woodsy single-track between my house and my local track, so that nearly every warmup and cooldown is in the shade of ancient oaks and maples. And beyond exploring other areas, nearly every one of my goal races the past 15 years has been on trail. Of my 66 ultramarathons, only three were on road.” Todd

“Not as much as I would like these days. Typically, twice a week when my schedule allows. Living in Boston, we have some great local trail systems. Additionally, we’re only a couple of hours away from some amazing trails in New Hampshire and Vermont.”

Katie Pyle, Saucony

“I love running on trails because I have to focus on the task at hand and I get to immerse myself in the environment and stay focused on the terrain. The time spent on the trail is time to relax and let the mind wander as it needs while getting an excellent workout without the distractions of traffic or people.”

Jonathan Lantz, La Sportiva

“I started off running competitively on the track and roads, but after 16 years of running, the track/roads started feeling monotonous and not as fun to

From the top: Puma Voyage Nitro 3; Saucony Peregrine 13; Vimazi Traiil V3; Craft Nordlite Ultra

race on. I started running in the trails and I immediately loved the freedom from numbers and pacing on the track and I loved exploring and seeing incredible views, too. I love being able to pair adventure with challenge, so trail running gives me the fun and excitement I need to enjoy training and it also offers me a chance to push my limits.”

Rachel Tomajczyk, Merrell Athlete

“Movement and exploring the outdoors, plain and simple. I love seeing different places, feeling the ground under my feet, exploring where others have gone before, and where I imagine I am the first to put together the a loop just the way I did. Connect with nature, feel a softer surface that is natural, instead of just beating man-made pavement every day.”

Todd Falker, RunPuma

“Just being out in nature, off the roads and sidewalks and away from traffic. On the trails I can challenge myself in different ways and I worry much less about my pace and more about being in the moment.”

Katie Pyle, Saucony

“This is a segue into how most of the world experiences trails: they walk on them. And the question is, why wear a running shoe to walk on trails? The answer is that a trail runner is still better than any other shoe for walking on trails. And let’s not forget that even the best ultrarunners in the world walk a considerable amount of time during an ultra.”

Scott Tucker, Vimazi

What trail peak (mountain top, or butte, or

anything in between) have you run and how was that experience?

“The thing in common between summits is the quiet, the fresh air, the experience in nature, gathering insights from runners in places around the world. Incredible scenery, I’ve actually spent longer at the summit than I did in getting there. Two in particular stand out: Sea to Sky in Squamish, British Columbia, was breathtaking, and in Chamonix, France, I was running on the UTMB course in the fog and it parted near the top to reveal a view that was incredible. One more: Wonderland trail on Mount Rainier in Washington had me in awe. The Dolomites in Cortina D’Ampezzo, Italy (along the Lavaredo LUT course), and Livigno, Italy, were also breathtaking.”

Nick Clinton, Brooks Running

“Our local Mammoth Mountain peak via Dragon’s Back Trail. Despite nearly 100 summits, each ascent I am struck by the grandness and awe-inspiring terrain that we get to call home. No two are ever the same and each teaches me something worth learning.” Tim

Tollefson, Craft Sportswear Athlete

“My FKT up Humphrey’s Peak in Flagstaff, Arizona, is one of my favorite peaks. I live in Arizona and Humphreys is the highest peak in AZ, so having the women’s uphill record on it is special. I love the trails for the community and I had two friends, Ryan and Cody, who ran up with me and a big group of friends starting with us, too. They were cheering me on the whole way and it was so cool for me to see what I could accomplish when

people were cheering me on the entire way. When we finished, we stayed at the summit for about an hour to take in the views and cheer everyone else up so it was a fun day feeling like part of the running community and taking in some incredible views at the highest point in Arizona.”

Rachel Tomajczyk, Merrell Athlete

“King’s Peak is the highest mountain in Utah and that was a special experience for me. Most people take three days to do the 30 miles. I thought I could do it in under 10 hours so started at 4 p.m. to reach the top around midnight and hopefully see the sunrise from the peak. Three hours later it was getting dark and I thought the better of being on a mountain I didn’t know, trying to navigate under headlamp and moonlight. I completed my five-hour ‘warmup’ just after dark, slept in my car for six hours, then summitted the following day in a round trip total time of seven hours. I swear you can see the entire universe from on top of that 14k pile of rocks and there are no words to describe the final mile of descent.” Todd

Falker, RunPuma

“One that sticks out recently was running Wildcat Mountain in the White Mountains of New Hampshire. I headed out early and ran past a black bear on the way to the trailhead, which made for an interesting start. It was a beautiful day and the trails were in great shape. Bagged a few summits along the way with spectacular views. All in all, it was a perfect day in the mountains.” Katie

Pyle, Saucony

“Difficult to count them all.

Certainly there are thousands of amazing runners who have done more and gone faster and higher, so I’m not suggesting that I have done anything exceptional. But I’m happy to have done as much as I have, because there is truly nothing like spending a whole day running through the mountains, taking in views and feeling your body dance nimbly over natural terrain.”

Scott Tucker, Vimazi

Any final words of advice or thoughts on trail running?

“Trail running is only dangerous when you don’t know how to do it and where to go. Look for a trail running group, run specialty store or REI for advice/ tips.” Nick

Clinton, Brooks Running

“I’d just encourage everyone to find what inspires them and go explore. Errol ‘The Rocket,’ who first challenged me to run 100 miles, used to say, ‘Todd, people will live for 30 years with a trail going through their backyard and not know it’s there. You have to find it.’ I’m working at it Errol; I’m going to find them all.” Todd

Falker, Puma n

For sure trail runners get a thrill from running up mountains, and back, all while covering distances which most of the population would expect to manage by car.

Invisible Celebration

In a significant milestone for the brand and the trail running market, Gore-Tex this fall is commemorating the fiveyear anniversary of the debut of its Invisible Fit product technology. Known for its seamless waterproof integration, the technology aimed to redefine the trail running experience, offering trail runners and hikers a new level of comfort and performance amidst challenging terrains and unpredictable weather conditions.

Unlike conventional waterproofing methods that often result in bulkier and less agile footwear, with Gore-Tex Invisible Fit product technology the membrane is engineered to directly bond to footwear uppers, rather than being installed as a separate layer later in the construction process. That makes the durable waterproof membrane virtually “invisible” in the construction of the shoe.

The benefits: waterproof, windproof and the elimination of wrinkles and folds, which reduces pressure points and creates a true to size forefoot area. Invisible Fit is the lightest weight technology that Gore-Tex makes for running shoes.

The Market Reacts

From June 1021 to June 2022, 11 million U.S. consumers purchased trail running shoes, according to NPD Checkout data. With runners and hikers alike turning to trail running shoes, this market continues to grow and shoes with Gore-Tex Invisible Fit appeal to this consumer since they work well in varying weather conditions on the trail or around town.

Available in a wide range of athletic footwear brands, shoes on the market with this technology include, but are not limited to, Nike Pegasus Trail 4 GTX, Brooks Cascadia 16 GTX, Danner Trail 2650 Campo GTX, Salomon Sense Ride 3 GTX, Merrell Nova 2, Hoka Challenger 7

GTX and Vans UltraRange EXO Hi GoreTex WW MTE-2 Shoe.

And certainly the company is not done in the trail running market:

• The Gore-Tex brand introduced a new bluesign-approved Gore-Tex Invisible Fit Footwear laminate version to the market last year. It is made of 70 percent recycled content and the face textile is undyed, meaning no chemicals are used as part of a dyeing process. Its construction process also has less water waste and a reduced carbon footprint.

• Then in Fall/Winter 2024, the Invisible Fit insert will be available with the Gore-Tex

• Last fall, W. L. Gore & Associates unveiled its expanded polyethylene (ePE) membrane, a complementary material suitable for various consumer products and uses. It is light, thin yet strong and enables durable performance. It is also PFC free and has a reduced carbon footprint (per Higg MSI) achieved by its lower material mass along with new material combinations.

As with the current Invisible Fit insert, new Gore-Tex products with the new ePE membrane will provide durably waterproof, windproof and breathable protection with a long product life. n

Gore-Tex celebrates a half decade of Invisible Fit Technology that changed trail shoe performance.

ePE membrane.

The introduction of Gore-Tex Invisible Technology helped changed the game in trail running shoes.

No Trace Left Behind The

Leave No Trace is a 501(c)(3) non-profit organization providing programs, education, training and outreach in all 50 states and more than 100 countries. Utilizing the power of science, Leave No Trace (LNT) helps to educate users on responsible recreation practices, from hiking in the backcountry to a picnic in the backyard to running on a trail. In this special Trail Issue of Running Insight we take a virtual trail run with corporate development manager Peter Murry to explore the group’s mission, the importance to the trail running segment and how retailers and brands can benefit from partnering with Leave No Trace.

How does the Leave No Trace mission translate to the trail running community?

Simple, Leave No Trace can find applications in any outdoor activity. As our roots are in trail recreation, lots of our education can be directly applied to train running.

Have you made any special inroads or efforts in the trail running space?

Trail running and general trail use have long been a focus of our education and outreach. We work with a wide range of partners, from brands to event managers, from land agencies to the end user. While every partnership is unique, each

helps to achieve the mission of educating users on how to get out and enjoy the trail while minimizing unintended consequences.

Any success stories?

The partnerships in the trail running space with which we have had the most success are those who see Leave No Trace education as a pillar of their brand identity. Partners committed to spreading Leave No Trace education are

a huge factor in our ability to educate the millions of users that we do annually.

Are trail runners (you being one of them) more conscious of eco-efforts by events and brands than their road racing counterparts?

I wouldn’t say that the trail running community is more conscious or invested in eco-efforts than their road running counterparts, but it is differently conscious. Everyone and every community has a unique understanding and relationship with conservation. The trail running community has the unique position of often being based in areas that are more easily impacted by improper usage. Because of this, trail usage and wilderness recreation guidelines are often at the forefront of thought for event managers and brands. We recommend that no matter where your trail takes you – from the city center to the mountain peak – to work to leave it better than you found it by following Leave No Trace principles.

How do you feel the conservation efforts made by trail running event directors have been?

It is difficult to generalize trail running event directors and their conservation efforts, but I can speak to areas in which

Running Insight takes a trail run with Peter Murry, Corporate Development Manager at Leave No Trace.

No Trace Left Behind (continued)

we have seen noteworthy success in the past.

Please do.

The first and most crucial step in minimizing your impact before, during and after your trail day is to comprehensively understand the area you are recreating and the noteworthy conservation focuses. This may seem like an obvious recommendation, but it is so critically important as the areas of focus/concern will vary significantly from a summer race in Moab, Utah, to a winter race in Hayward, Wisconsin. Integrating this conversation at every step is

Leave No Trace has worked with hundreds of organizations, retailers and brands in helping to create and implement environmental strategies. To learn more or participate in these programs: LNT.org/partnership or info@lnt.org

essential, from what snacks you provide to your social media content leading up to race day.

What is your advice to them about being more eco-conscious in their events and how they can achieve that?

Continuing on the answer from above, this topic needs to start with a comprehensive understanding of the area and

the points of focus for userrecreation conservation.

So where do they start?

A great way to start this conversation is by connecting with the area’s land managers and invested local organizations. The local user is always one of the first and best resources for understanding an area, thus providing relevant user-based education.

What’s next?

Once you have this knowledge, the next step is effectively communicating it to the end user. Smaller and more frequent touchpoints are the most effective for educating.

What are some examples of that?

For example, rather than having one sign in Moab with three paragraphs about cryptobiotic soil and the importance of staying on the trail, find creative ways to disseminate this education over the months leading up to trail day. Digital education on your website, social media and email confirmations/ notifications are all great ways to help spread out this content with higher frequency.

What is the ultimate goal?

The ultimate goal is to educate the user before they even get to the trail.

How can run specialty retailers get involved in this effort?

Specialty retailers can have a huge impact in helping to champion sustainable recreation practices. Retailers have the unique opportunity of interacting directly with the end user, whether at brickand-mortar stores or digitally.

Implementing Leave No

Trace education into these touch points through in-store signage, social media content and website highlights can have a massive impact, as a person trained in Leave No Trace is five times more likely to protect nature.

What would be the benefit to our retailer readers?

As an organization that encourages people to get outside and into sensitive ecosystems, it is our responsibility to do so sustainably. Ultimately, these are areas we all enjoy and benefit from and losing access to them would hurt our collective well-being, not to mention

your business, which is contingent on people enjoying outside spaces.

How about from a marketing standpoint?

Consumers are more focused now than ever before on who they are buying from and where their money is going. It is no longer enough just to produce or sell quality products. Brands and retailers must show their consumers they are investing significant time and money into protecting our outdoor areas. Brands that champion sustainability stand out from the congested crowd of quality gear.

And the same questions for brands – How and why should they partner with Leave No Trace?

Every brand partnership we have is unique, from event collaboration to social media content to full-scale brand

THE LEAVE NO TRACE MESSAGE TO TRAIL RUNNERS

integration. Partnering with Leave No Trace helps to provide a recognizable and well-supported name to your sustainability story.

And what does Leave No Trace bring to the table?

Leave No Trace has the unique opportunity to offer turn-key yet impactful partnerships. Our goal as an organization is to educate users as far and as wide as possible. By partnering on something as simple as sharing our education on your social media or website, you stand out as a brand and create a meaningful and lasting impact on the outdoors. There are many fantastic organizations out there that are effecting positive change in the trail running space — and most likely in your backyard. It just requires intentionality on your end to identify and develop these relationships.

Finally, why all of this is so important to the trail running community specifically and the run specialty business in general?

Using your running or retail brand to promote conservation and sustainability is important within the running communities, as running is often the introduction for many to outdoor recreation. Users are substantially more receptive to adapting Leave No Trace practices as part of their outdoor experience if it is included in their experience from day one.

And one more time, what’s in it for retailers and brands?

If you do your part to promote sustainability on the trail for the first-timer, you have greatly increased the chance of creating a lifelong steward. n

Here are a few quick tips from Leave No Trace’s Peter Murry that retailers can share with their customers before their next time on the trail.

• Know Before You Go. If you’re heading to a nearby park or trailhead, research the area before you head out to learn about the rules and regulations in the area. If you know that a trail tends to be busy, consider choosing a less popular trailhead or running in off-times to prevent overcrowding that can lead to trail widening and erosion.

• Stick to Trails, Even When It’s Muddy. Run on durable surfaces such as trails, rocks and roads. Run through mud puddles or patches to prevent trail widening and avoid cutting switchbacks to prevent erosion that can lead to sedimentation and turbidity in local waterways. If a trail is especially muddy, choose another route to give it time to recuperate.

• Pack It In, Pack It Out. Be prepared to pack out any wrappers and trash from energy snacks or gels and use a reusable water bottle to minimize the impact of single-use items.

• Be Respectful of Flora and Fauna. Running is an excellent time to check in with yourself and the natural world. See a beautiful flower or a cool-looking rock? Take a picture and leave it for others to enjoy as well. See an incredible animal? Make sure you’re viewing them from a safe distance to Respect Wildlife.

• Be Kind and Communicate. Use the yield triangle to help you determine who has the right away on the trail. Everyone must feel safe while running, regardless of ability, race, class or gender.

Using your brand to promote conservation and sustainability is important within the running communities, as running is often the introduction for many to outdoor recreation.

Fast Times on the Trail

Merrell challenged runners to become next signed trail runner in FKT Challenge.

Looking for the fastest trail runners out there, this summer Merrell ran a contest for trail runners to win a chance to race for a spot on its elite, international athlete roster as part of its Get Fastest Known Time (FKT) challenge. The two new Merrell athletes are now signed for the 2024 season and will work first-hand with the brand’s product research and development test lab.

Merrell launched its “Get FKT” marketing campaign in tandem with the Merrell Test Lab (MTL) Skyfire 2 debut back in April. The brand says the Skyfire 2 is on pace to become the trail running shoe with the most FKTs –the fastest known time on a certain route that is at least five miles long or has 500 feet of climbing – set in the world.

The contest challenged trail runners to set a new FKT route while wearing the MTL Skyfire 2, which it described as “powerfully fast and practically weightless as the lightest plated trail running shoe on the market — coming in at under seven ounces while maintaining 5mm lugs.”

“Think you’re fast? Put your miles where your mouth is and enter for a chance to race for a spot on our elite roster of sponsored athletes,” challenged Merrell senior brand marketing specialist Ben Stark. “This is a once-in-a-lifetime opportunity for runners who wouldn’t traditionally have an opportunity to work with a brand at this scale.”

Details of the contest, which ended in mid-August, included:

• Six applicants (three male, three female) were initially selected to race for a spot to become a member of the brand’s sponsored athlete team at an exclusive Get FKT event.

• Contestants put the MTL Skyfire 2s to the test in the Get FKT challenge on the 3.2-mile route with 2201 feet of climbing.

The one male and one female trail runners who set the FKT at the event were crowned Merrell’s Get FKT challenge winners.

• The two Get FKT challenge winners each earned a sponsored spot on Merrell’s global trail team.

“We have been at the forefront of studying the unpredictable nature of the trail for more than 40 years, from varying terrain types and changing weather conditions across a multitude of climates,” explains Stark. “MTL’s materials and technologies help athletes adapt and overcome the everchanging nature of the trail. Our core knowledge and legacy continue to set the tone for rapid breakthroughs in the trail run space that other brands are now chasing,” said Stark.

MTL is the brand’s inhouse product incubator where its most technical and category disruptive innovations are conceived. The MTL collection is lab verified and athlete validated — working with athletes worldwide on rigorous prototype testing to refine and create products that continue to push the boundaries in the outdoor space.

“Being a Merrell athlete has made my dreams come true and it’s exciting to offer that chance to two new trail runners,” says Merrell athlete Rachel Tomajczyk. “I’m able to test MTL products and give feedback on gear, so I know I’m racing in the best shoes on the trail and setting the bar high for elite performance.”

Tomajczyk has set more than a dozen FKTs wearing the MTL Skyfire 2 and its prototypes to date.

“On your mark, get FKT,” says Tomajczyk. n

Dialing Up Performance

New white paper shows benefits of Boa PerformFit for trail runners looking for speed and stability.

Trail runners searching for an edge in performance need look no further than a new study from Boa, the creators of high-performance dial-based fit solutions. That’s because, according to the company, its Boa Fit System offers runners performance gains from 1.5 to nine percent.

That should certainly appeal to trail runners at all levels.

Boa’s says that its recently released trail run-specific footwear study scientifically shows that the Boa Fit System and its PerformFit Wrap improves speed, stability and efficiency on varied trail terrain, over traditional laces.

The Boa Performance Fit Lab, established in 2018, has conducted more than 2000 scientific tests and has now published three white papers that validate the performance benefits of the Boa Fit System — specifically, the application of the Boa PerformFit Wrap. The micro-adjustable Boa PerformFit Wrap configurations achieve gains in speed, agility and endurance by integrating the shoe upper to wrap and conform to the midfoot, delivering superior heel lock, enhanced connection to the midsole and greater forefoot freedom.

Speed, Endurance and Stability

The latest peer-reviewed Boa white paper published by Frontiers, titled “Evaluating footwear in the wild: Examining wrap and lace trail shoe closures during trail running,” highlights the performance advantages of the Boa PerformFit Wrap. Athletes

who participated in the study experienced enhancements in their trail running performance and confidence, including:

• Increased Speed and Endurance: Achieved up to 1.5 percent faster speed with the same level of exertion.

• Improved Stability: Experienced a reduction of up to seven percent in ankle rotation velocity, resulting in enhanced stability and consistency.

• Efficient Energy Transfer: Improved connection to the midsole and enhanced heel hold by up to three percent.

• Explosive Direction Changes: Demonstrated up to nine percent more efficient change of direction, enabling rapid acceleration and deceleration.

“Our objective is to collaborate with

our brand partners and elite athletes to combine rigorous scientific testing, innovative product design and robust development support, aiming to create high-performance products that seamlessly integrate the Boa Fit System,” explains Dan Feeney, Ph.D., Boa senior director of partner product design and innovation.

“The findings further reinforce the significant benefits of integrating Boa in highperformance trail shoes and translates to other performance products across a range of activities, including court sports, road running, training, hiking, snow sports and workwear,” he adds.

Trail runners can further elevate the specific benefits of the Boa PerformFit Wrap by utilizing dual-dial Boa configurations. These configurations offer micro-adjustability to multiple zones of the shoe’s upper, providing a secure fit tailored to the unique foot shapes of each athlete and increased space in the toe box — particularly beneficial for maintaining a natural foot position during longer distances.

“Boa is non-negotiable at this point,” says Dylan Bowman, Boa athlete and professional ultra trail runner. “Fit is everything. I wouldn’t help design or run an ultra in a trail shoe without it.” n

A FIT FOR EVERY RUNNER

Superfeet Run Cushion Insoles provide all the bene ts of our signature shape with soft underfoot cushioning and exible support. Now available in three different arch heights. Reach out to your Superfeet Sales Rep to order Run Cushion Medium Arch Insoles and complete your Run assortment. Available this Fall.

World According to gorp

By Mike Kennedy

Let’s be honest. As monikers go, “gorpcore” doesn’t have much cachet. Rather than a dynamic fashion trend that has made a bold move in 2023, it sounds more like something you’d find on the bottom of your shoes after a long run over a muddy, murky trail.

But as the Bard asked centuries ago, What’s in a name? Indeed, despite its sloppy sobriquet, gorpcore has emerged as a force to be reckoned with this. Heck, even Barbie and Ken have donned their own take on this trend.

Gorpcore traces its roots back to 2017, when writer Jason Chen coined the term in a story for The Cut. It’s an acronym for “Good Ol’ Raisins and Peanuts,” which any good hiker or trail runner knows is another

name for trail mix. Chen was searching for a way to describe an offshoot trend from techwear that embodied the earthy and practical vibe of camping in the great outdoors. Gorpcore was born.

But according to Naoji Takeda, chief marketing officer at trail and running footwear brand Keen, gorpcore is nothing new to his company. From the outset Keen has embraced this aesthetic and feel, which he likes to call the “ugly shoe” trend, with the Newport, its very first offering in 2003.

Since then, Keen has just about mastered gorpcore. “We pioneered the look with our first hybrid sandal,” Takeda explains. “What began as a single product has evolved into a footwear movement, centered around originality, comfort and social responsibility

— principles we apply to all of our products.”

In 2023, Keen has built on its legacy with the Targhee III, the company’s most iconic hiker to date.

“The Targhee III stands out from competitors with its distinct sustainable qualities and comfortable fit,” says Takeda. “It offers a light, casual feel suitable for everyday wear, while also providing rugged, waterproof protection for extensive trail use. The Targhee III can be paired perfectly with slouchy pants and an oversized top to embody the ugly shoe trend, paying homage to understated and function-forward fashion.”

Of course, as run specialty retailers know, Keen is just one of many manufacturers making the most of gorpcore. Over the

‘Gorpcore’ has proven its staying power in 2023 as Keen goes all in on the trend.

/

Keen has always embraced the “gorpcore” aesthetic and feel and continues to do so in 2023 as the “ugly shoe” trend is fueled by consumer demand.

past 12 months or so, a wide swath of brands has introduced styles that fit the category. Running shoes have been a primary focus. All place a heavy emphasis on versatility and durability.

The rise of trail running has played a significant role in gorpcore surging in footwear in 2023. According to a 2022 survey conducted by Runners World, the sport has evolved past its hardcore roots and is becoming increasingly popular with consumers of all stripes, especially women. They are attracted to the health benefits of trail running as well as the social component of finding friends and groups to exercise with.

Consumers are also drawn to trail running because of their world view. Sustainability is a key factor, whether it applies to manufacturing processes or a personal commitment to environmental issues, including keeping trails clean. “In a society that has experienced its fair share of challenges and uncertainties,” says Takeda, “there is a growing desire for products that facilitate ease and convenience in people’s lives.”

One other aspect of gorpcore’s popularity has been buy-in from celebrities and influencers. Keen has felt the impact for sure. “We’ve seen celebrities take on this look, from street-style dressing to on-stage performances,” says Takeda. “Lily James gave Keen a big boost by wearing the Targhee III while on set in New York City, proving the ‘dad shoe’ remains in the cultural zeitgeist.”

Indeed, with its sustainable qualities and comfortable fit, the Targhee III epitomizes the

appeal of gorpcore. “It prioritizes comfort, a crucial factor for customers, especially in running shoes,” explains Takeda. “Consumers like these shoes due to their distinct comfortdriven attributes like chunky soles, ample cushioning and reliable heel support. The gorpcore trend focuses on highly functional footwear suitable for various activities.”

That philosophy certainly applies to the Targhee III. Among the features that have struck a chord are environmentally preferred leather and pesticide-free odor control. It also has a heel-lock lacing system that provides a secure fit for enhanced footing and PFAs-free water repellency that offers a safe alternative to forever chemicals.

“Keen takes immense pride in continuously improving our signature styles,” Takeda continues. “We remain dedicated to utilizing our expertise to introduce even more functional and durable iterations as the iconic boot continues to evolve and adapt to societal needs.”

He adds that Keen is thrilled to see consumers embracing gorpcore throughout its entire line.

“The modern consumer seeks products that can serve multiple purposes and we deliver just that,” Takeda says. “Our mission is to create the most comfortable and durable hybrid footwear while making a positive impact on the world. As we move forward, we remain committed to offering products that transcend beyond fashion trends and embody purposeful design, comfort and sustainability.”

The new Targhee III (above) is Keen’s most iconic hiker to date, building on the ugly shoe trend that was born with the Newport sandal (below) back in 2003.

Measuring Impact

New public reporting tool outlines Outdoor Research’s sustainability, inclusivity and corporate transparency efforts.

Using it as a tool to annually share its progress, achievements and future targets around its efforts as a responsible global corporate citizen, Outdoor Research (OR), the Seattle-based manufacturer of technical outdoor apparel, recently published its inaugural Annual Impact Report. The report is a tool OR will use to annually share its progress, achievements and future targets around its efforts as a responsible global corporate citizen.

“The textile industry’s impact on the environment is significant and we recognize our responsibility to take action to mitigate the effects of our business on the planet,” explains OR president Roger Barton. “Our inaugural Annual Impact Report reflects our commitment to sustainability and our vision for an inclusive and ethical future in the outdoor apparel industry.”

Outdoor Research has taken significant steps in recent years to drive positive change though its business practices. Among the report’s key highlights are its efforts to source sustainable materials, promote diversity, equity and inclusion (DEI) within its workforce, nurture supplier relationships and champion workers’ rights. The company has also made progress in mitigating its carbon footprint by transitioning to renewable energy sources and utilizing advanced tracking tools to measure and improve its environmental impact.

“We believe transparency is crucial

in fostering trust and building a strong relationship with our customers,” adds Dan Mayers, brand communications manager. “[This] reflects our dedication to improving how we operate our business. We’re proud to join others in the outdoor industry who are holding themselves accountable to their customers and stakeholders.”

Promising to continue these ambitious efforts, Outdoor Research also outlined a few more things on the horizon for the

company:

• Continuing the development of a plan to achieve its sciencealigned climate targets. This work takes discipline and creativity and is an ongoing process.

• Its swiftest opportunity for carbon impact reduction is its products. OR is looking at its largest collections and styles to determine projects to reduce environmental impact, along with exploring water and energy reductions, decarbonization and emerging raw material innovations.

• Continuing a focused dialog with its supply chain partners about opportunities for improvement in social and environmental topics.

• Its inclusive size initiative continues to grow and the brand will be bringing more of its products to more end users through market expansion.

“Process” in sustainability is often lacking, but vitally important. OR is constantly weaving this topic into everyday business — specifically go-to-market meetings, budget reviews, product development and supply chain analytics.

The full report can be accessed at outdoorresearch.com/us/responsibility. n

No Trash Talk Here

Everyone has a preference when it comes to running. From pounding the pavement to conquering trails, or from the local neighborhood park to the vast expanse of our National Parks, each footfall holds a unique significance. These choices, rooted in our connection to the environment, bring light to the profound relationship we share with the outdoors. However, these landscapes also unveil the undeniable truth about the rise of single-use pollution.

Earlier this year, running gear brand Ultimate Direction (UD) partnered with the environmental non-profit, Trash Free Trails, to help bring awareness to the ways outdoor enthusiasts can tackle the issue of pollution in these cherished spaces and in their own simple way.

“At Trash Free Trails, we’re on a mission to (re)connect people with nature through the simple yet meaningful act of removing single-use pollution – aka litter – from wild places,” says Rachel Coleman, Trash Free Trails communications manager. “Through our partnership with Ultimate Direction, we’re able to inspire, inform and equip runners across the world to take action on terrestrial pollution in the places they know and love, building an incredible global community of conscientious trail users.”

At the heart of this partnership is a new campaign, Purposeful Adventures, which launched in 2022, that encourages community members to leave more positive traces while out running, roaming or riding. UD made it personal while sharing with its

community on how to get involved with a kickoff on Earth Day. The staff held a clean-up day in coordination with Protect Our Rivers and Enverus in Boulder, CO, and collected more than 918 pounds of garbage from area waterways in one day.

UD has leveraged its connections to amplify Trash Free Trail’s mission and promote Purposeful Adventures in meaningful ways that engage runners where they live and run.

On the international stage at the Western States Endurance Run in June, UD leveraged its sponsorship platform by hosting a cleanup during the Hoka shakeout run where the run sweepers were part of the trail cleanup crew. During UD athlete Joseph Gray’s inaugural annual Colorado

Springs-Trail Running Camp in August, a camp designed for youth in Colorado Springs to promote diversity and create access in the sport of running, kids participated in cleaning up the camp’s trails, while learning about conservation and the importance of maintaining clean trails.

Partnerships like these showcase how the running community, including brands and retailers, can contribute to a cleaner, more sustainable future, redefining the relationship between outdoor recreation and environmental consciousness. Just as each footfall leaves its mark, each partnership has the potential to leave a lasting, positive trace on our planet.

To learn more about Trash Free Trails: trashfreetrails.org. n

Ultimate Direction partners with Trash Free Trails to promote responsible trail running.

The UD and Trash Free Trails partnership aims to inspire and equip runners to take action against litter. Photo: Tom Laws

Into The Mountains I Run

A personal story of how trail running helped change a life … one step at a time.

Iwas about seven when I had my first solo mountain adventure. With a bear bell on my belt and both fear and joy coursing simultaneously through me, I was running far ahead of my parents on a wilderness trail in Glacier National Park. Childhood was different in the 1960s and ’70s and my parents did little to discourage my independence. I’m grateful for it because that day I took my first steps on a journey that has not only been my life, but also changed my life.

I absolutely love who I am, where I am and what I do. Though my life’s path to this idyllic existence is a complex story, it all hinged, in retrospect, on one singular part of who I am. One that goes way back to that first solo mountain adventure — trail running.

We are all different people, so naturally our experiences as trail runners are all different. My unique life experiences, including my father’s guidance, my love of the Earth and my journey as a transgender woman, all shaped my development and as a trail runner. Now, after 45 years of running, including thousands of miles on seriously technical trails deep into the wilderness, it is a part of me. Part of my soul. And this is my story.

The Story of a Trail Runner

Born and raised in rural Wisconsin, I grew up pretending as best I could to be the boy everyone believed me to be. Today, I am my true self, an athletic mountain woman living and thriving in the six-million-acre Adirondack Park of upstate New York, a forest preserve greater in size than Yellowstone, Everglades, Glacier and Grand Canyon National Parks combined. When I’m not running or skiing

or doing something equally as joyful with my wife and grandchildren, my job at the New York State Olympic Regional Development Authority has me telling the inspiring stories of athletes at all levels and the world class recreation that abounds in the Olympic Village of Lake Placid — one of just three places on Earth to have hosted the Winter Games twice.

I first began to see myself as a runner in the summer of 1978, when before entering high school I decided to join the cross-country team. Back then I didn’t think much about the sport or what I was doing. I just wanted to be

/

By Jaime Collins

part of the team. I didn’t stick with the team beyond that first year, but I did stick with running.

I had plenty of friends, but that team environment was difficult because all through my young life I felt different. Vivid recollections of wanting to see a girl in my mirror – as true as they were to me personally – quietly undermined my social life. The boy reflected back at me didn’t fit my internal perception of who I was. I had no understanding why I felt this, no words with which to even think about it, and no one I could talk to. Day after day, week after week, year after year everything around me from

Jaime Collins and her granddaughter Zoe stop for a moment on the Orchard Trail at Heaven Hill.

parents to school to media taught who I was supposed to be and what I learned was to hide and pretend. To survive by pushing down my shame and creating a version of me the world expected.

Thankfully, I was also spending time in nature and connecting deeply with it. My father nurtured that in me. He was a professor of geology and geography, so family vacations in the Rockies were a regular thing. He would abruptly stop our yellow station wagon and we’d all climb out to hear a lecture on the local rocks and landscape. Those times traveling across the western states were magical for me.

Mountains and forests felt like places I belonged. As often as I could I sought solitude in the forest and immersion in nature. It was healing and helped me survive. As a teen I came to feel the relative ease and comfort the outdoors afforded me. Naturally, I combined my growing devotion to running with my need for nature.

In my 20s, I spent a couple years living in giant cities in Asia and Europe trying to find myself. As my passion for running grew, I was also gaining experience as a leader and a marketing and communications expert and my confidence was growing. I was also training seriously and trail running often.

Always though, I yearned for a life in the mountains and it wasn’t long before I latched onto the idea of buying a business in a mountain town, an idea that quickly became a goal. I wanted to share the

joy and freedom I felt there with my wonderful wife and I yearned for my children to grow up with that beauty in their backyard.

Running a Business

After pursuing a few possibilities in Colorado, I came across an ad for a small European style inn and restaurant for sale in Lake Placid, NY. Knowing nothing else about it but what I saw as a 16-year-old kid watching the 1980 Winter Olympics, my mind was flooded with

memories of my Wisconsin hockey heroes and speedskater Eric Heiden smashing limitations and performing miracles. Pushing my own perceived limitations aside, I was soon driving into the Adirondacks for the first time. A few months later, we were moving across country. That first summer I worked hard on our new business and also ran regularly into the mountains. There I began discovering the beauty of the Boreal Forest and the Adirondack High Peaks region.

Though a lot of my training and trail running was always and remains always a solo endeavor, I met new friends with whom I eventually racked up tens of thousands of miles trail running, cross-country skiing, cycling and swimming. Having witnessed the local Iron distance triathlon, I caught that bug, too, and although trail running remains my summertime focus, doing that 140-mile race further erased mental and physical limitations and inspired previously unimaginable days of mountain running.

There is something mystical, even magical about distance running on Adirondack trails. Worldly worries and even time disappear. Out there my spirit is immersed in wilderness, infused with calm and astonished by the primordial beauty around me. My endurance and agility are through-the-roof strong, even at 59-years old. At the same time, my love for the natural world brings me time and again to a complete standstill, pausing to behold the miniature treasures at my feet, which fill me with awe as much as the vastness and views.

Trail running has the power to change one’s perspective. And it can also change one’s life. One way it did for me was to infuse me with the courage and the sense of self I needed to accept my being transgender and love myself for all I am. Even in the face of a world that insists I no longer deserve the same

The author finds something mystical in the Adirondack trails in upstate New York.

Into The Mountains (continued)

protection, opportunity and experience in life as the next person, I found the strength within to end my decades of self-persecution.

I had been imprisoned all my life in the wrong gender and time had come to step away from the irrational fears and prejudices and finally stand tall in the face of the inevitable judgement of others. No one should ever have to hide in shame their entire lives simply for who they are.

Through that process, the harsh realities of life as a transgender woman

MEETING THE CHALLENGE OF THE TRAIL

bestowed on me a beautiful and powerful gift. An acute awareness of my many privileges in my life, some of which I lost in my transition, and one new one I’m beyond grateful for — living true to myself.

In these ways trail running for me is far more than an enjoyable outdoor fitness activity. It is personal growth. It is mental health. It is therapy and healing. It is inspiration. It is strength and confidence. It is transformation. It is creating a better future. It is love. And it is peace. n

The author’s love of trail running combined with extensive experience in business leadership, marketing and in meeting life’s challenges affords her some unconventional thoughts on success in trail running merchandising.

1. Establish yourself or your business as genuine leaders in the trail running community and demonstrate that leadership by nurturing that community. Being a leader can mean many things: Connections, Compassion, Culture, Commitment and Communication. What you do on a daily basis will define each of these.

2. Articulate and live a set of core values to serve as a foundation for all business and personal behavior. A good place to start is considering the Olympic values of Friendship, Respect, Excellence, Equality, Determination, Inspiration, Courage and Unity. Two others I find indispensable are integrity and kindness.

3. Commit to welcoming everyone. One Gallup poll puts the percentage of the LGBTQ population in the U.S. at 13 percent. If we look just at Gen Z, it’s 21 percent. And that’s just my community; the many other types of diversity translate to many more potential customers. Besides that, it’s the right thing to do. So, take initiative to learn the language of diversity and understand the experiences and challenges of others. Put a sign on your front door that explicitly and very visibly declares you welcome everyone. Recruit diverse team members and educate them to provide service that values and respects everyone.

4. Create opportunities for trail running that provide safe, inclusive, accepting spaces for everyone. That includes not only the standard definitions of diversity, but also all levels of ability and experience. Let’s face it, this sport is intimidating for many. A welcoming, weekly casual run or training opportunity will bring new people into the sport and help them grow in it. It will also affirm your reputation in the hearts of your customers, which is vital because it’s not a brand’s tangibles that matter most, it’s how your customers and potential customers feel about you. My favorite place on Earth, Mt. Van Hoevenberg, did this recently and it is greatly elevating awareness of their trails as a place to run as well as ski.

5. The lives of marginalized groups have taken steps backward in recent years. These communities need support from real allies willing to take action. Reach out and find ways to make a difference. Words alone make no difference in the lives of real people. Want diverse people to really see you and love you? Get active in community organizations. Challenge discriminatory behavior rather than remaining silent or neutral. Stand up and be heard. Advocate for others. Creating an inclusive and respectful brand will involve some discomfort along the way, but this is part of making the world a better place and forging an authentically compassionate brand.

Jaime Collins blends an outdoors passion with a business and advocacy role in Albany representing the Olympic Authority at an Adirondack Day event.

WELCOMING THE OUTDOORS IN

Now in its second year, Switchback at The Running Event – November 28-30 in Austin, TX – will once again deliver an elevated onsite experience where run specialty and outdoor retailers can source new, quality products, develop meaningful peer relationships and gain industry insights to stay ahead of trends and better serve their customers.

In 2023 Switchback at TRE will feature an expanded exhibit hall along with increased educational offerings that will allow specialty retailers and brands to create a new space for the outdoor industry to gather and grow. It will be a one-stop, cost-effective opportunity to connect run specialty and the trail and outdoor segments that are becoming an increasingly important part of their business.

In this special section Running Insight previews a number of those key brands and asks them for their advice to retailers on how and why to “bring the outdoors in” to their stores.

EMU AUSTRALIA STINGER MICRO

EMU Australia‘s best-selling classic, the Stinger Micro (MSRP $129.95) is the quintessential indoor-outdoor lifestyle bootie for all seasons. Slip them on for plush comfort and wellness pre- or post-training.

DANSKO PEONY EASY

Dansko’s Peony Easy – the “ultimate walking sneaker” – is positioned for an afternoon walk on city streets or a morning stroll through a favorite nature trail. With a footbed built with Dansko Natural Arch Plus technology for arch and heel support and durable athletic outsoles, this sneaker will build business with the casual walker and the more adventurous alike.

Switchback Advice for Retailers: “In a constantly changing market where your consumers are becoming more active and rely more on their footwear to be versatile and dynamic, it’s so much more important to carry products that can do both. The ability of Peony to function as a walking sneaker on many terrains makes it the perfect solution for your business to satisfy that consumer need.”

OPTIC NERVE FIXIEPHENOM PHOTOCHROMIC

Featuring top-of-the-line lens and frame technology, the FixiePHENOM Photochromic is one pair of shades that can do it all. The frames are built with a durable G850 resin material that uses 45 percent castor bean oil to reduce reliance on virgin plastic. With a soft rubbery feeling frame and adjustable rubber nose piece, the FixiePHENOM offers security while on the move. The UV sensitive lenses stand out from the photochromic crowd with a brilliant red mirror and a wide visual light transmission range that adapts as runners move through different light conditions. MSRP: $149

DEUTER TRAICK RUNNING VEST

Deuter’s Traick trail running vest is all about maintaining uninterrupted flow. With a body-hugging fit, stretch materials and clever adaptability, the vest features a bungee sternum closure system that provides quick, precision adjustment to the tension while allowing full breathing comfort. To be sure the Traick creates the perfect fit on all sizes of runners, the two Traick models (5L and 9L) each come in three sizes for both men and women. MSRP: $125–$135

Switchback Advice for Retailers: “Deuter is committed to being 100 percent climate neu-tral and not only using bluesign materials but manufacturing bluesign products, as environmental sustainability and ethical business practices are an important consideration when choosing your outdoor brands.”

SPRING ENERGY AWESOME

SAUCE/APPLE CINNAMON PIE

Awesome Sauce is the ticket to a successful race or workout. The GI-friendly formula ensures a tummy will stay happy so runners can focus on running their best. With 45g of carb in a 180 calorie pack, the nutritious gel is like applesauce jet fuel. MSRP: $9.60 for a two-pack

Switchback Advice for Retailers: “Besides being so much fun, outdoor recreation is proven to have a positive impact on mental health. ‘Bringing the outdoors in’ provides an inevitable boost to morale and inclusiveness in the overall running community and promotes longevity in the sport.”

HAFLINGER GZ RECOVERY CLOG

The GZ clog offers an anatomically contoured, cork latex cushioned midsole designed to provide comfort and support, while Haflinger’s 100 percent new boiled wool felt uppers allow for breathability and durability. The insoles are designed to wick away any moisture and maintain a healthy environment for feet, keeping wearers cool in the summer and warm in the winter. MSRP: $155

FARM TO FEET AUSTIN SOCK

Just like its namesake city, this sock is ready to run. The Austin is a 19.5 micron U.S. Merino wool run sock with light cushioning on the foot bottom with a flat knit top of foot that promotes breathability. The Austin socks are versatile all-season socks made with advanced knitting techniques to create a completely seamless connection between the foot and shoes. Reducing bulk and helping eliminate friction, Merino wool is the best choice for year-round outdoor and indoor activities. MSRP: $20 (low cut); $21 (quarter crew)

Switchback Advice for Retailers: “In an effort to help our retailers be successful, our mission is to spread the word about the performance benefits of Merino wool. We have a big opportunity in the industry to serve both road runners and trail runners in all their miles on and off the trail.”

KREEDOM THE CHALLENGER

Kreedom’s TR90 Frame, for flexibility and lightness, features a PC Lens, rubber nose piece and rubber temple tips for non-slip and all-day comfort and a wide single lens for greater visibility and field of view.

Switchback Advice for Retailers: “Protecting our eyes is of utmost importance and a year-round pursuit. Sunglasses are not just for the week you’re at the beach — we should be wearing them year round and during multiple outdoor activities. Everyone should be able to afford to have a few pairs, not just one pair.”

PRANA SCULPT

prAna Sculpt is created for high-impact pursuits — heated yoga, intense sweat, cardio, power sculpt, cross-training and, of course, running. The Sculpt Send Off Bra (MSRP: $34/$69) features clean finish armholes, sonic welded self strap and tunular self band and side seam overlock. The Sculpt Send Off legging (MSRP: $60/$120) offers heat transfer and is high-impact legging with compression. The Send off Jacket (MSRP: $70/$140) features a tubular hem and elastic neck taping finishes, while the Sculpt Capri (MSRP: $47.50/$95) is a high-impact legging with compression.

OUTDOOR RESEARCH DEVIATOR COLLECTION

Innovative fabric construction and thermal regulating technologies come together to create a lightweight and breathable, cool-weather insulator for high-output/high-aerobic activities in Outdoor Research’s Deviator collection. Consisting of a hoodie, pant and gloves, the collection launches this Fall as part of the brand’s Winter Adrenaline line. The styles are so functional they bridge all seasons and will be part of its line year-round moving forward.

Switchback Advice for Retailers: “With the consistent growth in outdoor participation, an ever-expanding opportunity arises for run specialty stores to collaborate with outdoor brands. The traditional boundaries between run specialty and outdoor specialty have become less distinct. The current landscape witnesses a surge in individuals engaging in diverse outdoor sports and adventures, transcending previous numbers. These athletes seek retail partners that embrace inclusivity and acknowledge the potential for continuous support across a wide spectrum of activities.”

SUNSKI TERA

The Tera is Sunski’s newest Alpine icon featuring sun-blocking side shields that provide glare protection, while the vintage round silhouette brings sophistication for all-day adventures under the sun. MSRP: $89

Switchback Advice for Retailers: “We believe that humans can live in balance with nature. We encourage our community to embrace whatever version of outdoor speaks to them — whether it be a simple stroll in a local park, a pause on a run to bask in the sunshine, or a full-on Type-2 fun adventure. You’ll provide your running community with another pathway to embrace nature — and maybe even see something new outside along the way.”

NITECORE

NU25-UL RECHARGEABLE HEADLAMP

NITECORE’S NU25-UL is lighter and more powerful with a dual beam spotlight and floodlight for a combined 400 lumen max that can reach out to 70 yards. Equipped with an upgraded unibody optical lens system offering three brightness settings and dual red auxiliary LEDs, the NU25-UL uses paracord rather than a traditional headband, which makes the headlamp even lighter.

MSRP: $ 36.95

FLIPMITS

Multi-Function Glove

Flipmits’ Multi-Function Glove for trail runners is designed for maximum versatility throughout a run and the unique design allows runners to wear the gloves in four ways — as gloves, mittens, a sweatband or even a hand towel. Runners can easily switch modes on the go without missing a step. Made from organic bamboo fabric, Flipmits are eco-friendly materials that absorb sweat in the heat and provide insulation in the cold. MSRP: $29.99

Flipmits recently created a comic strip explainer of the product to explain how and why to wear it. Clever stuff below …

KEEN ZIONIC TRAIL SHOE

Building on its 20-plus years of expertise in hiking footwear design, offering agile, sleek hikers built for the trail, Keen’s Zionic model incorporates responsive technology while maintaining performance and traction. With MSRP starting at $145, the Zionic collection includes mid and low-waterproof models for muddy terrains and a vented speed model for arid climates. This alternative fit profile provides more comfort and support while helping secure the heel, grounding every step while moving fast on the trail. Zionic additionally features technology often found in athletic footwear, such as responsive cushioning through a lightweight foam midsole and fulllength stability plate.

KNEED KNEEDO2

KneedO2 is a wear moldable anatomically shaped insole designed for trail and outdoor footwear. The deep heel cup helps maintain stability on uneven ground. The full length Poron Performance Cushioning absorbs impact from the forefoot to the heel going both up and down hills. MSRP: $55

Switchback Advice for Retailers: “Runners are as diverse as the terrains they conquer. Activities like trail running and hiking require additional gear to be packed, subjecting your feet to a greater force of gravity. Having a wear moldable footbed with a supportive arch helps keep your foot from collapsing under the increased strain.”

LAMO

ANDREA LAMO-LITE MULE

Runners’ feet are looking for some TLC after that run or exercise and the Andrea LaMO-Lite mule provides a balance of comfort and casual style. The LaMO- Lite EVA outsole provides cloud-like comfort and the quilted padded upper adds to the coziness of a go-to mule. MSRP: $59.99

Switchback Advice for Retailers: “Run specialty retailers should bring the outdoors in because everyone wants to experience extra comfort post-exercise.”

ZAMBERLAN

220 ANABASIS GTX SHORT

The 220 Anabasis Short marries the comfort of a trail runner with the support of a hiking boot. As a low-cut option of the 219 Anabasis Mid, the Anabasis Short offers a new design concept with breathable and leather-free uppers. Its Vibram Junko outsole combines with the Megagrip compound and wide heel to provide stability, support and protection. MSRP: $225

Switchback Advice for Retailers: “With trail running shoes often purchased for the purpose of hiking, providing a lightweight hiking boot alternative at run specialty offers a better solution for many buyers. Hybrid/light-hiking boots provide a higher level of foot protection and ankle support, while still offering a low-profile design and freedom of movement. Depending on a customer’s objectives, they might walk away with a light-hiker in hand that’s more suitable for their needs and wants — or an add-on sale to a dedicated runner.”

SCARPA SPIN PLANET

Light on the feet and light on the planet, Scarpa’s latest addition to its Spin family is a highly cushioned trail running shoe with serious sustainability chops, with the upper, midsole and outsole all featuring significant recycled content. The highly breathable upper is made with 100 percent recycled content and EXO construction provides sustainable support, while the high-volume cushioned midsole with 45 percent recycled content adds stability and provides lasting cushioning. MSRP: $159

Switchback Advice for Retailers: “Trail running and hiking are hugely popular activities. While road running can seem arduous, grabbing a lightweight stable pair of trail runners or hybrid hiker/runners promotes an accessible and exciting way for individuals to get outdoors and enjoy nature.”

KAHTOOLA INSTAGAITER ULTRA-LIGHT GAITER

Built for hiking and trail running, Kahtoola’s INSTAgaiter ultra-light gaiter delivers breathable, water-resistant protection from trail debris with several key improvements over the first generation model. Updated stretch-woven nylon and stitching increases durability and comfort, while a new YKK Vislon zipper improves reliability and performance in muddy and dusty conditions. Underneath, the DuraLink instep strap carries a 1000-mile warranty and is even easier to adjust with symmetrical pull tabs. MSRP: $39.95 (low); $49.95 (mid)

Switchback Advice for Retailers: “Trail running is experiencing a surge in popularity. With more people venturing into trail running, it’s essential for run specialty retailers to adapt their offerings to cater to this enthusiastic market segment. Including less obvious but thoughtfully designed gear choices not only meets a vital need for trail runners, enhancing their experience and performance, but also unlocks a new source of incremental sales for retailers.”

LOWA AMPLUX

This do-it-all trail running shoe is built for everything from competitions to training and cross-county trails. The Amplux features a secure molded heel cup, a durable breathable upper and a carbon-reinforced rebound plate that returns energy with every step for a blend of comfort, cushioning and grip. Women’s models are made on a women’s-specific last. MSRP: $170

Switchback Advice for Retailers: “There has been a tremendous blending of activities by the consumer and it’s showing in the clothing and gear they wear. You are as likely to find a hiker wearing active sportswear and carrying a hydration pack as you are to find a runner who now ventures into a park or local preserve and needs a shoe with better traction than a road shoe. The consumer is clearly choosing a multitude of outdoor activities for their fitness, health and recreational needs. It’s a way to broaden your customer base and not turn the consumer away to another retailer.”

MEPHISTO ALLROUNDER

This outdoor, active shoe provides grip, cushioning and stability as a sneaker for both leisure and adventure. The shock absorber in the outsole helps reduce the shock inherent in walking and the flexible cushioning provides support for the whole foot. The contour of the sole guarantees grip on all surfaces. MSRP: $179

Switchback Advice for Retailers: “The outdoor category has become a lifestyle category. Consumers have found they want the versatility of adventure and comfort either for the trail or the streets of NYC.”

SPLASHROBE SPLASHROBE

The all-weather changing SplashRobe debuts at Switchback. Made from 100 percent recycled material, each robe prevents 50 plastic bottles from ending up in landfill or ocean and is built to keep the warmth in and elements out. MSRP $200

Switchback Advice for Retailers: “Why should swimmers have all the fun? Whether running competitively or training as a hobby, SplashRobes are an ideal solution for embracing the elements be they pre-event warmth, marshalling, sideline spectating or using as a changing station.

OBOZ KATABATIC WIND

The Katabatic Wind continues Oboz’s commitment to the fast trail category. Designed for goal-setters, distance crushers, adventurers who ounce-count without compromise and for those who seek to cover more ground in less time. MSRP: $200

Switchback Advice for Retailers: “Specialty running and hiking overlap on trail more than ever before; however, they do so from different perspectives driven by their heritage. By carrying both categories, dealers can meet all of the on-trail footwear needs of their customers.”

DRANKFUL ADVENTURE PACK

Made to move fast and smooth through any terrain, Drankful’s Adventure Pack’s unique design eliminates all slosh and bounce from fluids while giving runners the freedom to run with cushioned comfort, balance and speed. MSRP: $139.95

Switchback Advice for Retailers: “The outdoors and run specialty go together like peanut butter and jelly. Run specialty retailers should carry outdoor products alongside running gear to diversify offerings, attract outdoor enthusiasts and capitalize on cross-selling opportunities for runners that do more. This approach enhances the shopping experience by creating a lifestyle-focused environment of adventure and sets the retailer apart within the competitive market.”

RAB

PHANTOM PULL-ON

With its lightweight features, all-day protection and packability, the Phantom Pull-On is a stash-and-forget waterproof shell for mountain runners. At just 3.03 ounces, the shell uses waterproof two-layer construction, with taped seams and lightweight 7D Pertex Shield 2.5L fabric. The use of stretch fabric enables a slimmer cut, which helps reduce bulk, and in place of adjustable toggles the Phantom Pull-on uses a low-volume elasticated hood, as well as half micro elasticated hem and cuffs. The absence of pockets also helps keep the weight down. MSRP: $215

Toeing The Line

There is an argument put forth by many in the run specialty business – and especially by the vendors profiled starting on page 50 – that a good running sock is just important as a good running shoe. Apparently, a lot of retailers and their customers agree.

Indeed, socks are such an integral part of a runner’s performance that design advances and features such as blister prevention, moisture wicking and odor control are huge selling points for runners looking for the best sock. So, what are run retailers doing to ensure their customers get their feet in the right socks? For many, it’s as simple as understanding the unique needs of the runners in their community.

“Running socks give us an opportunity to show our knowledge to the customer and separate ourselves from the big-box retailers,” says Lauren English, director of marketing at Maryland’s Charm City Run. “It’s not just about selling shoes, but rather making sure our customers have everything they need to best suit their feet. Running socks are one of the more important things in the accessories business.”

That’s music to the ears of the sock vendors and these days most seasoned runners are well aware of the sock that will best support their particular run. However, not all runners are aware of the features and benefits that come from high-tech socks, which makes the education component of the sale extremely valuable to retailers.

“What we love about the sock business is its value to our customers to help enhance their fitness journey and comfort while exercising,” explains Allison Donaghy, director of retail operations at Pacers Running, Alexandria, VA. “While most customers know they can come to us to get fit for shoes, it’s our duty as experts in the industry to help educate them about the other products that will take their running to the next level

in comfort and/or performance.

“Socks are such an incredibly important part of the fit process and it doesn’t matter if you’re a new or seasoned runner — hightech socks are for everyone,” Donaghy adds. “We love to educate our customers about how high-tech socks can be a game changer for a more comfortable run by keeping blisters at bay, helping with blood flow and never slipping around in the shoe.”

Climate Control

For some, education around which features to look for in their socks largely depends on the climate and which retailers are best equipped to cater to those specific needs.

“Especially here in Texas, runners are looking to manage how hot it is and what the heat does to your feet,” says Jessie Winnett, director of operations at iRun Texas in San Antonio. “If a runner has to think about their socks when they’re out on a run, that makes for a negative experience. Having a pair of socks that manages

your sweating just as well as your tank and shorts do, then you’re off to a great start.”

But in the real world of run specialty, shoes are typically top of mind when runners venture out shopping, which means stores have to be savvy about including the sock education portion as a part of the sale. Different stores have different strategies to accomplish that.

“We always introduce a new sock for the new shoe they are purchasing,” explains Megan Searfoss, owner of Ridgefield Running, Ridgefield, CT, who points out that runners are mostly looking for a sock that doesn’t slip down or cause blisters or hot spots.

Understanding the compatibility between a runner’s favorite shoe and the sock is important, but often they don’t understand the difference a specific fabric or cut can make in their level of comfort and performance. That’s where the salesperson comes in to convince them to move away from their traditional sock of choice.

“Some of our customers come in knowing that they want the best in socks and

High-tech running socks take their place at the starting line for run specialty. / By Trish Carlton

High-tech socks mean higher performance and sales for savvy run specialty retailers. Photo: Jogology

others need the education to help make an easier transition from the big six pack of cotton socks that they have been used to buying,” says English.

Socks Education

Whether customers are aware of the exact benefits of today’s socks or not, retailers have seen an uptick in runners’ interest in the category, which has made a difference in how they are merchandised within the store.

“We believe socks are becoming a destination category at our store, especially as more and more people see the difference a tech sock can make,” says Donaghy, explaining that their merchandising differs slightly from store to store depending on available space. “All of our stores display our socks on a wall as a separate category from shoes, although often close to the shoe wall, and we display by brand, color and weight.”

Strategically organizing the display is not only visually appealing to customers, it also provides an easy selection for those looking for a specific cut or familiar brand.

“We have a whole section of each of our stores dedicated to the many cuts and cushion levels of socks. Just like footwear, everyone likes something a little different,” says Winnett.

Their strategy: Merchandise clearly and cleanly — sizes are always in left-to-right order and sock height and cushion levels are together, grouped by brand, so returning customers can easily find what they’re looking for.

Even though interest in running socks is on the rise, cost increases across all running apparel do create some hesitation around sock purchases, especially for those yet unaware of the benefits of higher priced high-tech socks.

Selling More Than Price

“Sock vendors are in a tough spot as the cost of goods has risen for everyone — people don’t necessarily mind a $5 increase in their shoe, but a few bucks on a sock is a lot,” says Searfoss. “New customers can be sticker shocked by a $16 sock initially, until they realize the benefits.”

The challenge of justifying the price of socks is felt in most retail stores, causing staff to come up with creative ways to engage the customer in order to help boost sales.

“Over the past few years, prices have increased in lots of categories and sometimes one of the biggest challenges for a sock sale can be the sticker shock of one pair of socks,” admits Donaghy. “Our store teams are continuing to innovate sales tactics and discount structures to increase sock sales and having vendor partners helping to support different sales strategies is very beneficial.”

New sales strategies, more education and strategic merchandising are all necessary in order to make socks more enticing to customers; however, vendors can also play a key role by partnering with retailers to incorporate more brand awareness within their physical stores.

“We would encourage sock vendors to return to being in-store, working shoulder-toshoulder with our staff, and help to support our staff inside of our stores,” says English.

Gaining the support of key vendors can go a long way with the customer, especially when their brand story resonates with the customer shopping at their local store.

“Your presence matters in our stores,” Winnett tells her vendors. “When our sales staff hears the purpose of your brand, the reason your sock is out here in the marketplace, it encourages them to get behind your visions and goals. It’s even better when they’re able to experience what you’re selling for themselves.” n

The challenge of justifying the price of socks is felt in most retail stores, causing staff to come up with creative ways to engage the customer in order to help boost sales.

Educating runners on the benefits of the modern running sock is key to the addon sales for run retailers. Photo: Zensah.

BALEGA

The Balega Blister Resist Light socks are a zero-cushion natural fiber sock designed for runners seeking protection from blisters and the elements. The Moh-Rino (Mohair and Merino wool) yarn reduces friction, repels moisture and naturally thermoregulates MSRP: $20 for no-show; $22 for mini crew

Advice for retailers from Courtney Ahearn, Director, Marketing, Consumer and Entrepreneur Brands. “Reinforce the connection between sneaker and sock. Most consumers are purchasing high-price point, highly functional sneakers, but to get the most out of them, they need the right sock.”

CEP

The Run 4.0 Mid-Cut Socks from CEP deliver comfort to improve endurance with targeted compression in the arch and ankle to increase blood circulation and provide support to prevent injury, reduce swelling and alleviate pain associated with Plantar Fasciitis and the Achilles tendon. MSRP: $19.95

Advice for retailers from Robyn Goby, Western Regional Sales Manager. “Make selling socks and sock education priorities by incorporating a sock fit into every shoe fit. As part of your interview, ask about the customer’s preference in terms of sock thickness, if they’ve encountered problems with their socks in the past and about their fitness goals and then listen to their answers.”

DARN TOUGH

Darn Tough’s No Show Ultra-Lightweight with Cushion sock features a chafe-eliminating cuff, flex zones and a supportive fit. Built with lightweight, wicking Merino wool for all-day, marathon-mileage bids. MSRP: $18 Advice for retailers from Tressa Kreis, National Sales Manager. “Get your customers into the product. Once a consumer tries on a pair of shoes with a pair of performance socks, the conversion rate on the socks skyrockets. Performance shoes are only as good as the socks that are worn underneath – and you will want the best running socks to round out that fit session.”

DRYMAX

The Drymax SpeedGoat Light Trail Running Sock was designed with all-time 100-mile race winner Karl “Speedgoat” Meltzer. This new model is durable, moisture-managing coupled with a soft feel to help runners get through the most challenging runs in various conditions. Available in mini crew, quarter crew and crew in two colorways. MSRP: $16-$18

Advice for retailers from Bob MacGillivray, Executive Vice President. “To sell more socks, sell different socks, sell socks that actually work. Step away from fashion trends; you won’t win that battle against big-box stores. Provide a functional solution to fix blisters and other foot issues that help your customers to reach their fitness goals. Your customers trust you, so don’t break that trust by selling them a fashion statement instead of a truly technical product.”

FALKE

Falke’s 4GRIP sports socks provide grip and enable speed with silicon nubs (inside and out) for enhanced control. Designed for sports with rapid changes of direction, these socks have light cushioning for power transmission and speed. MSRP: $40

FEETURES

Feetures’ Elite Invisible Sock is equipped with targeted compression to give runners support where they need it, technical mesh ventilation to keep feet cool, a higher tab to protect the ankle while staying hidden and Heel Hugger 2.0 silicone tape to help the sock stay up in the most strenuous of running conditions.

MSRP: $18

Advice for retailers from Dan Gardner, VP of Specialty Sales. “Introducing try-on socks with every shoe fitting is vital to driving sock sales. Avoid being influenced by past customer interactions where a sock sale wasn’t converted, but rather approach each shoe fitting with a blank slate. If sales associates can engage customers on the importance of performance socks and educate them on the features and benefits through conversation and the use of try-on socks, that will only lead to one outcome: Buyers will have their work cut out for them to keep socks on the pegs.”

INJINJI

Injinji’s updated Run series integrates a new anatomical design while maintaining blister prevention, moisture management and total foot utilization. Reconstructed for increased durability and comfort, the integrated form-fitting elastic creates a restriction-free feel and breathable top that pairs with moisture-wicking Coolmax EcoMade fibers to keep feet cool and dry.

MSRP: $14

Advice for retailers from Claire Kooperman, Director, Ecommerce & Operations. ““Feature a sock of the month, or fun sock wall feature that highlights the importance of a good performance run sock.”

JOGOLOGY

Jogology socks are all about sustainable, seamless, comfortable and socially conscious performance and come in low, medium or high volume cushion to give runners an experience with performance elements that have been crafted for them.

MSRP: $16

Advice for retailers from Tanya Pictor, Co-founder. “Provide premium product to consumers that offer a true performance difference and not just an overlap on the sock wall. The sock wall is extremely cluttered at the moment and by right sizing you can not only help your sales associates sell the correct product, you can help the consumer find their way through a maze of product as well.”

LE BENT

Inspired by the deserts and sunsets into which ultrarunner Michele Graglia runs, the Mickey Pro Series is Lé Bent’s new flagship ultra trail sock. The hot and cool tonal range is a nod to Mickey being the first person in history to win both the hottest and coldest foot races on Earth. Crafted with Lé Bent’s Signature Merino blend, this sock ensures breathability, temperature regulation and comfort by melding the soft-on-skin properties of rayon from bamboo and the odor resistance of Merino wool. MSRP: $26

The Nekkid Comfort Sock from OS1st uses a silicone grip and compression to stay on with an oval heel grip, light arch compression and y-gore heel. Designed to be paired with low-profile running shoes or track spikes. MSRP: $14.99 Advice for retailers from Stephanie Lee, Director of Marketing. “Sell socks the same way you sell shoes — by making an expert recommendation that gives your customer a sock with purpose, a sock that meets their specific needs. Customers come to specialty retail shops for a unique experience and expert recommendations and with lots of performance socks going D2C, consumers are more aware of the standard blister resistance and moisture-wicking features. So dazzle them with socks that go further to target their Plantar Fasciitis, bunions, wide feet and style preference.”

SMARTWOOL

Smartwool’s Run Targeted Cushion Mid Crew Socks are made from ZQ-certified Merino wool to naturally resist odors, regulate temperature and offer breathability. Designed with Virtually Seamless toe and the 4 Degree system, these socks are meant to give runners a dialed-in fit for long distances. MSRP: $22

Advice for retailers from Denise Anderson, Global Head of Brand. “Even a top-tier shoe can be undermined by a low-quality sock. Start with a well-fitted, performance-oriented sock designed specifically for running. Quality materials, such as Merino wool, combined with a fit-system and mesh zoning will ensure it is breathable, doesn’t slip in the shoe and manages moisture to reduce friction.”

SOCKWELL

Sockwell’s new Cadence Series provides compression, moisture management and blister protection. Available in a micro or knee-high length with moderate compression to stabilize the foot and/or calf to reduce fatigue and minimize swelling. Made in the USA from Merino wool and bamboo rayon. MSRP: $29.99

Advice for retailers from Emily Yann, Sales Director. “Want to build happy, loyal customers? Every shoe sold should leave with a pair of highquality socks. It only enhances the experience the customer will have when they pull on their new socks and shoes for their run, which elevates the store in their minds.”

SWIFTWICK

Swiftwick’s Flite XT features AnkleLock technology to support runners’ ankles and GripDry fiber in the heel and forefoot to grip to shoes to minimize movement and slipping. These socks are blended with olefin fiber to wick moisture and keep feet dry and blisterfree. MSRP: $26.99

Advice for retailers from Anneliese Dance, Marketing Specialist. “We believe the key to selling more socks is to focus on the ‘special’ in specialty retail with elevated products and experiences. Swiftwick’s Off the Wall program provides run specialty retailers an opportunity to create an elevated customer experience with a fresh pair of new socks for every fitting.”

SIDAS

The big toe plays an essential role in balance, alignment and propulsion and Sidas’ T-Free Run & Trail socks are billed as the first technical socks focused on freeing the big toe. Sidas developed the T-Free technology in collaboration with trail runner Jonathan Albon to allow the big toe to move more freely and independently. The T-Free socks are available in two versions: The T-Free Run focuses on light tech for breathability and comfort, while the the T-Free Trail aims to improve stability, comfort and sensations. MSRP: $29.95

Advice for retailers from Quentin E., Sidas World, US Brand Manager. “Engage. Educate. Offer solutions. Now is your chance to offer a unique customer experience and educate your customers. All sock manufacturing isn’t equal — when choosing to go wild with pineapple and rainbow patterns, it effects performance. Quality socks will fit better, feel better, improve comfort and reduce chances of hot spots, blisters and chafing. A good pair of socks is as important as having a good pair of shoes and you will sell two-to-three pairs on average.”

TOUGH CUTIE

Made in the USA by women, running socks from ToughCutie offer targeted cushioning in the heel and toe for added comfort; calibrated compression zones in the arch and ankle for support and comfort; mesh panels for coolness and quick drying; a flat toe seam that doesn’t tug on toes; and a back of ankle tab to protect the Achilles from rubbing. Made of 45 percent wool, 51 percent nylon and four percent spandex. MSRP: $20

Advice for retailers from Brittany Coleman, Founder and CEO. “Consider introducing an in-store try-on program. This can be incredibly impactful for the customer experience, will engage the store associates to support sell-through and is a great way to partner with pioneering brands bringing a fresh perspective to the industry.”

VIM & VIGR

Vim & Vigr’s Choice Nylon with no toe seam compression socks help to re-energize legs for faster recovery and injury prevention. This fabric naturally wicks sweat with no toe seam to create less irritation on the run. MSRP: $38 Advice for retailers from Kristi Huber, Senior Sales Manager. “Try the socks for yourself so that you can speak to your customers from personal experience. We offer samples to retailer employees so that you can feel as good as the customers you sell to.”

WRIGHTSOCK

Wrightsock’s Coolmesh II Cushion builds on the performance and comfort of Wrightsock’s Coolmesh I and adds cushion under the foot for extra comfort. The Coolmesh II Cushion (as with all Wrightsock products) is Made in the USA using fibers claimed from recycled plastic bottles and comes with Wrightsock’s No Blister Guarantee. MSRP: $16 Advice for retailers from Russ Coillot, Director of Sales & Marketing. “Get socks on the feet of your customers. Whatever process that you have implemented for fitting customers should include how socks can improve the customer’s comfort and performance during their chosen activity. Along with the benefits of a great fitting, moisture wicking, temperature regulating sock should be communicated with every single customer that gets a fitting.”

ZENSAH

The ZS Retro Socks by Zensah are an ode to the 1970s tube style socks and are the first in Zensah’s new throwback line of retro socks. Made with viscose, crew height and a retro design that can be worn scrunched or up high, and thick ribbing, the ZS Retro Socks offer very light compression. MSRP: $20

Advice for retailers from Sarah Humphries, Marketing Director. “Utilizing the best highest quality fibers for performance and calling out the unique properties so the customer knows why this product was created and its highly engineered nature is how we differentiate ourselves.”

Balega, Ubunto and #TRE23

Running sock brand continues its commitment to ‘I am because we are’ at The Running Event 2023.

Balega’s commitment to making socks transforms the running experience, enabling it to move with confidence and a sense of purpose. This commitment revolves around making socks that have a high perceived value to the user, supply solutions to a need or problem they have, and come from a brand that supports the community and does its part to be a positive member of that community and the world.

Ubuntu philosophy explained … Ubuntu, “I am because we are,” is a Zulu proverb. With origins in South Africa, Balega was inspired by Ubuntu philosophy from Day One. The brand is still inspired by Ubuntu as it continues supporting and connecting communities, retailers and charitable organizations worldwide.

Ubuntu and business … Balega knows that its mission doesn’t end with a single sock design. They understand that each person’s needs are different and that the planet’s needs are evolving. “We believe that with every step we take we should move with purpose, through the power of Ubuntu.”

The Ubuntu Award at The Running Event ... Since the inception of The Running Event Balega has annually presented the Ubuntu Award to recognize a running specialty store for excelling in service and involvement in their local community. The Ubuntu Award recognizes thoughtful actions by such stores that have long-lasting effects on the lives of people in local communities.

The Ubuntu difference … Balega remains guided by its core values, which shape its purpose, mission and vision. These all revolve around the experience,

enabling people to achieve goals and being a supportive partner. Its values permeate into all areas of the brand, from products to marketing and commercial programs.

Supporting run specialty … Balega is part of a larger company that runs a portfolio of brands. However, each brand is treated as a separate business, which allows Balega to remain true to its core values, including Ubuntu and Community. Run specialty retail is the foundation of this community. These retailers are the ones giving people the resources and encouragement to get out the door. Business is healthy if the community is.

Grit & Grace … This fall Balega is launching the latest iteration of the 2023 Grit & Grace collection at retail. This is a special program to continue raising

awareness, contribute to prevention and provide resources for those impacted by breast cancer. This collection is made with thoughtful and inspirational designs and is part of its give-back program — Balega donates $1 per pair sold to Breast Cancer Prevention Partners, an advocacy organization that works to help communities most highly impacted by the environmental exposures linked to breast cancer.

2023 into 2024 ... In late 2023 Balega is investing in the support of its business partners through two large initiatives. First, it invested in a new B2B platform to streamline the ordering and management process. Second, the company has invested in regional agencies to work specifically with Balega and the independent retailers they serve. n

The Ubunto Award was presented to the team at Charm City Run at The Running Event 2022 in Austin.

NOV 28 - 30, 2023 / AUSTIN, TEXAS

Switchback at The Running Event welcomes outdoor brands to connect and do business with qualified buyers spanning outdoor and run specialty retail. Returning strong in Year Two, this extension of the TRE exhibit hall is an opportunity to increase brand awareness, strengthen existing relationships, and develop new business prospects.

Who’s Exhibiting?

adidas Terrex

Alegria

Allrounder by Mephisto

Black Diamond

Equipment

Craft

Dansko

Deuter

EMU AUSTRALIA

Farm to Feet

Flipmits

Fortress Group

Fox River

Haflinger

Jason Markk

jbrds

Kahtoola

KEEN Footwear

Kneed Footwear

*Exhibitor list as off August 2023

Knockaround

Kreedom Eyewear

Lamo Sheepskin

LOWA Boots

NITECORE

Oboz Footwear

Optic Nerve

Eyewear

Outdoor Research

prANA

PSUDO

Rab

SCARPA

SplashRobe

Spring Energy

Sunski

Switchback Foods

WhitePaws-RunMitts

Zamberlan

Happy Trails To You!

Above average trail talk will make a store’s investment in trail shoes pay off. /

Iwant to talk about the opportunities around trail shoes — but first allow me a moment to offer a little context.

I spend a lot of time working the floor with clients and their teams. Sometimes I am in the throes of training mode, while other times things get so busy that I put on a name tag and service customers alongside outfitters. Whatever the case, I’m always ear hustling so I might better understand the subtle nuances of modern specialty.

I always witness wildly innovative nuggets happening in real time. Small, intentional choices that readily ensure ideal outcomes. I quickly incorporate these into my best practice workshops. The way I see it, spreading around these good ideas is the least I can do!

But the opposite is true, too. Less-desirable details of a fit also percolate. Many offer indisputable evidence of bigger challenges at play. Things like shoe-only tickets, low UPTs, a so-so connection with the customer and, worst of all, a generic transaction where a memorable experience should be. Many service blemishes are the result of being okay with average. An average experience may amount to a sale, but that’s about it. Rarely does average lead to a customer feeling educated, inspired or loyal. We exist in a world where the smallest choices differentiate average and above average. The least we can do is build strategies that ensure we regular exceed basic expectations.

The Trail Shoe Application

Let’s apply this to trail shoes. Trail shoes often look great on your wall — and yet they historically represent a ridiculously small percentage of sales. Why is this? I assure you it’s not because your store lacks trail runners. Shoot, I believe every customer runs or walks a trail now and again.

But my belief is not an industry universal. And proof of this is in the thematic exchanges I hear when outfitters broach the topic of trail shoes. The moment regularly sounds something like this:

OUTFITTER: How often are you running trails?

CUSTOMER: Once in a while.

OUTFITTER: Are the trails very technical?

CUSTOMER: No, they are mostly flat and well-groomed.

OUTFITTER: Great. Your road shoes should do just fine then.

Ugh! This sort of missed opportunity happens all doggone day.

I encourage you to outlaw the statement, “Your road shoes should do just fine.” It’s lazy, assumptive, closed-minded and largely to blame for your bulk of trail shoes selling for a discount at the annual clearance sale year after year.

Sure, a pair of road shoes is often good enough to use as a road/trail hybrid. But by stifling the trail conversation before the customer has learned anything, you effectively impose your needs onto them. The trail shoe is made to feel like an unnecessary side dish, which stops intrigue before it has a chance to start. But trail shoes are an integral part of the main course! And every customer deserves a chance to know a thing or two about them.

Take A Minute To Connect

When you take a minute or two to share the merits of a trail shoe, you empower customers to put this detail into their world. You’re giving them the opportunity to decide accordingly. No pressure, no stress. And make no mistake, this sort of education (and respect) often leads to a sale replete with a road AND trail shoe, among other things.

By Tom Griffen

Imagine if the outfitter’s chatter sounded like this with every customer:

OUTFITTER: So tell me about your running.

CUSTOMER: I run mostly on the road. But once and a while I get out on a trail.

OUTFITTER: Awesome! We’ll certainly talk about road shoes for you, but I’d love to show you some trail shoes, too.

CUSTOMER: Do I need both?

OUTFITTER: You probably don’t need both, but alongside your road shoe you may enjoy having a another one made specifically to work better on unpaved surfaces.

The conversation is likely then followed by the outfitter educating on the basic attributes of trail shoes:

OUTFITTER: Trail shoes are generally sturdier, less likely to allow in pebbles and dirt, they drain water well and their outsole keeps you from slipping around on wet or uneven surfaces.

CUSTOMER: Wow! I had no idea!

If you’d like to make sure your trail options are paying for their space in your store, reset your team’s trail mindset and chat up those fashionably functional models with everyone (not just the quirky ultra crowd). Eschew an average, road-shoe-only experience. Bring an educational framework that marries road and trail options. Frankly, it’s this sort of approach that will keep you in business.

So go out there and talk trail. Do it for your business, but more importantly do it for your customers. Who knows, you may end up being the reason they decide to give some single-track a go. And if nothing else, your commitment to being above average will guarantee that your customers are in the know. And that’s super cool.

Happy trails! n