SGB Performance 1113

MARCH 28, 2011

NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET

WEEK 1113 | SGBweekly.com

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Group Publisher / Editor–in–Chief James Hartford james@sportsonesource.com

Associate Editor Kyle J. Conrad (704.987.3450 x111) kconrad@sportsonesource.com Contributing Editor Mackenzie Lobby

NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET

FEATURE page

Photo courtesy Ecco

Senior Business Editor Thomas J. Ryan (917.375.4699) tryan@sportsonesource.com

March 28, 2011

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NEWS

4 THE FINISH LINE Turns to Running Roots to Post Solid Fourth Quarter Results

5 KEVIN WULFF Promoted to CEO at Asics America

PEARL IZUMI Forms Run-Specific Sales Organization

FEATURES

6 BAREFOOT TREND: GOOD OR BAD

10 UP CLOSE WITH TONY POST

16 INSOLE SEEKING Matching a runner’s foot type with the right insole

18 I AM... PERFORMANCE Fritz Taylor, Vice President & General Manager,

Mizuno Running Division

Cover photo courtesy of Zoot

Copyright 2011 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers & contributors to SGB PERFORMANCE are not necessarily those of the editors or publishers. SGB PERFORMANCE is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB PERFORMANCE may not be reproduced in whole or in part without the express permission of the publisher.

SGB PERFORMANCE is published monthly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704-987-3450. Send address changes to SGB WEEKLY, 2151 HAWKINS STREET, SUITE 200, CHARLOTTE, NC 28203; 704-987-3450.

WEEK 1113 | SGBweekly.com

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NEWS

THE FINISH LINE TURNS TO RUNNING ROOTS TO POST SOLID FOURTH QUARTER RESULTS The Finish Line pointed to strength in lightweight running, basketball and its e-commerce business in the fiscal fourth quarter to make up for a 45 percent decline in sales of toning sales and merchandise margin pressure from the liquidation of product in the category.

The quarter capped off a rebound year marked by a more than 50 percent hike in earnings with product margins, inventory aging, and shrink all at the best levels in the company's history.

Sales in the fiscal quarter ended Feb. 26 increased 2.7 percent to $384.6 million. Comp store sales increased 4.0 percent on top of a 10.0 percent increase for the year-ago period. Excluding special items, earnings from continuing operations inched ahead 5.1 percent to $35.0 million or 65 cents per share, and were in line with Wall Street expectations. Reported net income was $34.3 million, or 63 cents a share, up from $30.8 million, or 56 cents, in the prioryear fourth quarter.

The comp increase was driven by a 2.1 percent increase in conversion and a 2.4 percent gain in average dollars per transaction that offset a 3.1 percent decline in traffic. E-commerce sales increased 37 percent. By month, comps grew 4 percent in December, slid 2.7 percent in January, and then rebounded for a 8.6 percent gain in February.

Footwear comps were up 3.7 percent for the quarter -- up 4 percent in December, down 3.7 percent in January and up 8.1 percent in February. Softgoods comps increased 5.8 percent for the quarter.

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SGB PERFORMANCE l MARCH 28, 2011

In footwear, average selling prices grew 1.7 percent due to strong product sell-through at full price and improved inventory aging. Over 90 percent of its footwear inventory is less than six months old at the athletic specialty retail chain.

Finish Line management said they were "thrilled with the results" of the 305 Nike Track Clubs in their stores and will continue to roll out the concept. Overall, the retailer has broadened its technical running assortments with "impressive results" from Brooks, Mizuno and Asics.

Management expects the positive running trends to continue throughout the year.

Nike Vis Air products, led by the introduction of Air Max 11, paced a high-teens comp gain in running category sales in the quarter. Nike Free also continued to sell well while the Reebok Zig Sonic launch was said to have been "extremely successful.� Air Max 11 also saw an "exceptional performance" in women's running, as well as Nike Free and other lightweight product. Management said they still have room to grow in women's running and are working on improving results in partnership with all key vendors.

For 2011, The Finish line expects to see a low-single-digit percentage improvement in both store conversion and average dollars per transaction. Traffic is expected to decline low-single-digits. Product margin is expected to be up modestly although the fiscal first quarter will be challenged due to toning comparisons.

2.1675"

KEVIN WULFF PROMOTED TO CEO AT ASICS AMERICA Asics America Corp. will add CEO responsibilities to the to the role of current Asic America President Kevin Wulff, effective April 1, when Nobuo Oda, the company’s current CEO, retires. Wulff will become the first non-Japanese CEO for Asics America.

Wulff joined Asics as chief operating officer in August 2010 and added the president to his title in February 2011 with the planned retirement of Rich Bourne. He will retain the title of president.

Oda, who is returning to Japan and spending more time with his family, will remain as a board member for Asics Corporation (Japan) and as an advisor to Asics America.

“I pass the CEO title on to Kevin Wulff who has spent the last eight months learning the business and will be a great leader for Asics America. I have greatly enjoyed my experience in the U.S,” commented Nobuo Oda. “I am honored to take on this new role and look forward to building upon the current Asics momentum and to achieve the company’s ambitious brand and business goals for the future,” said Wulff.

Key initiatives for Wulff moving forward include the launch of the 33 collection, a lightweight footwear collection that encourages natural foot movement; the expansion of apparel and accessories; and a new distribution center that will improve its service levels.

Prior to Asics, Wulff was president and CEO of Pony International from 2007-2010,9.875" president and CEO of American Sporting Goods from 2004-2007, and CEO and chairman of the Women’s Tennis Association from 2001-2003. He has also spent over 10 years at Nike holding various management positions and 17 years at Miller Brewing Co.

SHOT

Scott Tucker, the former president of Montrail, has joined Pearl Izumi as the director of run. The hiring is part of the formation of a separate run business unit that has been incubating for the past year at Pearl Izumi, and follows on the heels of the company assembling its first run-specific sales organization that focuses exclusively on the run specialty channel.

"Scott Tucker is the perfect leader to help the brand expand in the run channel," said Pearl Izumi CEO Juergen Eckmann, "His extensive experience in the run category in product development, operations, sales, and branding -- combined with his entrepreneurial background -- made him the perfect fit for the brand and our company culture."

Chuck Sanson, Pearl Izumi's national sales manager, will continue to lead the sales team in the U.S., and has been instrumental in the development of the newly-formed run sales force.

Most recently, Tucker has served as director of running for Scott Sports, where he was responsible for sales force formation, marketing and operations for the division. Prior to that, he founded Cova25, an agency aimed at creating customized footwear. From 1995 to 2007, Tucker was at Montrail, Inc. in Seattle, where he served as president.

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WEEK 1113 | SGBweekly.com

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BAREFOOT TREND

GOOD OR

BAD

By Thomas J. Ryan

Some say the barefoot/minimal craze may transform the running industry the way the arrival of conventional running shoes did in the seventies. At the same time, many vendors have had to defend their franchise products and core technologies. And while most are eagerly exploring the minimal opportunity, they’re also wary of driving up any injury rates for the running consumer. SGB Performance asked several road, trail running and footwear vendors if the overall minimal trend was healthy or unhealthy for the running industry.

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Photo courtesy of Terra Plana

The trend is extremely healthy for the running market. It has sparked unprecedented conversation with consumers about running form and what constitutes “the right shoe” for each individual consumer. We’ve held Good Form Running clinics in specialty running stores and had upwards of 90 people show up.

It’s really exciting to see the new energy in the running market.

In addition, the trend is driving innovation as companies push to deliver more performance with less product. It’s definitely a fun time to be making running shoes.

KATHERINE PETRECCA, STRATEGIC BUSINESS UNIT MANAGER, OUTDOOR AND STRATEGIC MANAGER OF THE NEW BALANCE MINIMUS COLLECTION

I think the evidence is going to come for people trying things that don’t work and I think there are lots of people that are going to try minimal shoes and they’re going to find that they’re in pain.

Granted, if you are a very in-shape person with finely developed muscles, you can run barefoot and you can run in a pair of minimal shoes and land on your forefoot with all the mechanics of coming back down on your heel, transferring shock and having your muscles kick will work. But I’d argue that that’s not the case for the majority of the population. I’d also argue after a certain number of miles, even the most trained athlete is going to experience fatigue and their muscles are simply not going to be able to protect them the way they did in the first mile. At the same time, I also believe people are going to realize we don’t need 15-to-16 oz, technology-laden shoes. We just want to make good technical solid shoes that work and that are based on the principles of biomechanics, physiology and morphology the way every shoe should be because that’s how you make sure it does work. So we’re trying to make shoes that don’t artificially alter the gait. So natural gait, not minimal. It’s real shoes that meet real needs that let you run naturally.

DOUG CLARK, OWNER OF GOLITE FOOTWEAR AND CEO OF NEW ENGLAND FOOTWEAR

People will transition back to barefoot and enjoy years of injury free running but education is a key factor. This is raising a wider awareness on the positive effects of running correctly versus the negative effects of jogging -- this is going to have a massive impact on general health. For many people learning the skill of running does not happen overnight and barefoot running requires time and patience to master.

This is not what consumers are used to in marketing and advertising and we are often sold products with messages of instant gratification.

However, there are real, tangible long-term health benefits to taking this approach. In addition to improving natural movement, the activation of proprioception will help people feel more connected to the environment, and we believe will lead to a wider sustainability impact.

Photo courtesy of Mizuno

reputation as a brand that makes unique feeling shoes. We think the trend has really validated a lot of what we’ve always believed about building good running shoes and we look forward to pushing all of our products further along this ‘harmonious’ path.

FRITZ TAYLOR, VP & GM, MIZUNO RUNNING DIVISION

From a Montrail standpoint we’re very interested and we have a project underway that won’t come to bear until 2012 at the earliest.

Anyone can do a low-profile, zero-offset shoe. We want to investigate the opportunities for runners to experience barefoot running in a different way if we can. But I love the conversation. This goes back to my personal background. I spent months in high altitude camps training with Kenyans a long time ago. The ‘barefoot is a strong foot, is a fast foot, is a healthy foot’ thing I saw in action up close. It’s got so many facets to it and it’s not new but it feels like it’s hit another wave of conversation. It’s not necessarily barefoot but minimalism lighter, farther, faster product. We’re very aware of that and we want to deliver on that and it will be part of our mix in terms of product, design and product delivery in the future.

MARK NENOW, VP OF GLOBAL FOOTWEAR MERCHANDISING, COLUMBIA SPORTSWEAR

GALAHAD CLARK, FOUNDER, TERRA PLANA

We think the whole barefoot/minimal thing has been incredibly healthy for the market and for our business. It is clear that runners today crave a better experience and they are willing to be more experimental in order to find it. We’ve seen more runners trying out Mizuno due to our

It’s definitely growing. When we launched BIOM in 2009, the trend was not that big in the U.S. and then in 2010 there was a big barefoot buzz as the ‘Born to Run’ book came out and a number of studies and publications all said barefoot running is better for your joints than conventional running shoes. We believe the average runner, running

Photo courtesy of Ecco

on hard ground is going to need a little bit more protection. Therefore we do minimal and natural motion shoes for people who need some protection for the concrete. And studies has shown that our BIOM line leads runner to adopt a more natural motion running style and are much closer to barefoot motion than conventional running shoes.

issues with their feet. Then they got a pair of Vibram FiveFingers and they slowly got to a mile, then two miles, and built up the muscles in their feet to where they can go for ten mile trail runs now.

ALEXANDER NICOLAI, SENIOR GLOBAL PRODUCT MANAGER FOR PERFORMANCE SHOE, ECCO

We’re not anti-minimalist and we definitely see a place in a training regimen for barefoot running. I ran track in high school and we did all kinds of in-field drills running barefoot. But the bottom line is on a trail in the Rocky Mountains where we live, running barefoot is just going to get you hurt. You’re going to break a toe or you’re going to bruise a heel bone. So I firmly believe that you need a traction outsole and a supportive protective upper for the trail. We also did a focus group with two dozen local trail runners out of the Bozeman area and the number one thing they all said they want is protection.

That was followed by durability and they also want it to not cost much. Weight was never a concern.

With appropriate adaptation, natural running form and shoes help alleviate running injuries and allow many runners to continue the sport that otherwise hurt them. The current scientific data shows the people who run 30 minutes, five times per week reduce their risk of death by 63 percent. The main danger for runners is doing too much too soon. This is also why most runners are injured. We have the capacity to adapt to many conditions that would kill people if they attempted them without acclimatization – high altitude, heat, cold, pressure, outer space – but doing so safely takes time. A proficient marathon runner who tried to run the same pace and distance barefoot on concrete with no adaptation period would almost certainly get injured. The same runner who took a year to condition their feet and lower limbs may be able to do this after a year or two.

Bear in mind it probably took this runner years or decades to adapt to running in a big bulky shoe.

IAN ADAMSON, DIRECTOR, RESEARCH & EDUCATION, NEWTON RUNNING

I know a lot of podiatrists who are getting a lot of work in Boulder - like a ten-fold increase in all these people with foot problems who have run out and started doing barefoot running. But I also know people who could never trail run before because they were wearing these overbuilt road-running shoes that gave them all kinds of stability 10

SGB PERFORMANCE l MARCH 28, 2011

JONATHAN LANTZ, PRESIDENT, LA SPORTIVA NA

JOSH FAIRCHILDS, VP OF PRODUCT AND MARKETING, OBOZ

I think from the Vasque perspective, we make great fitting footwear and there’s a certain amount of people who are going to run in minimal shoes to either train in. And then there’s another group that will wear them on race day but they train in other shoes at other times. So for us, we just look at it as it’s just another segment of the business that’s’ opened up. We’re choosing to address it in one way and that’s the Transistor FS trail running shoe. Other people are choosing to address it with things like FiveFingers and Merrell Barefoot, etc. But that’s okay. It’s good as long as people are in the outdoors doing stuff and the market gets bigger and more enjoyable.

CHRIS SPEAK, GLOBAL SALES DIRECTOR, VASQUE

Photo courtesy of Zoot

LOG ON SEARCH APPLY

Photo courtesy of Zoot

I’ve been a big fan of the barefoot buzz. Anytime there is buzz around running it’s good for running. I like it because it’s getting more people to try this simple sport. A good pair of shoes, a pair of shorts and a sports bra (if you are a woman) and you are good to go.

So this is the great thing about the “barefoot” craze. The unhealthy point is the pure fact that if you don’t do running right and respect the laws of running you will hate it. Increase your running too soon, too much and too fast (pure speed) and you will get “injured” and you will hate running. It’s natural for a buzz like this to create short term runners that try to break these rules.

DAVE JEWELL, DIRECTOR OF FOOTWEAR, ZOOT SPORTS

SPORTS JOB SOURCE .COM

UP CLOSE WITH TONY POST

Answering the old chicken and the egg question, Vibram FiveFingers first appeared at the Boston Marathon in 2006. Christopher McDougall’s book ‘Born to Run’ was published in May 2009. Both have stirred quite a fascination and wide debate in the running community regarding the benefits of barefoot running.

While defending their conventional running shoes, many traditional running brands are also stepping into the minimal category including New Balance and Merrell this Spring through partnerships with Vibram.

Here, Tony Post president and CEO Vibram USA, who has led Vibram USA since 2001, discusses the minimal running trend and explores many of the controversies surrounding the barefoot movement.

DO YOU REFER TO FIVEFINGERS AS BAREFOOT, MINIMALIST OR

Barefoot in the truest sense could be confusing because barefoot really means that there isn’t anything on your foot.

Your foot is indeed bare. So we usually refer to it as minimalist or natural running. Minimalist is probably a more accurate description than lightweight because you can end up with products that are lightweight but if they have a thick sole, you may not achieve some of the natural gait patterns and benefits that you would in a thin, more minimal sole that encourages a forefoot strike. So I would probably tend to use the term minimalism or minimalist footwear or natural.

People have also called it natural running or natural fitness because it encourages the foot to strike in a more natural way.

SOMETHING ELSE?

HOW BIG DO YOU THINK THE MINIMALIST OR NATURAL OPPORTU-

I think it’s a very big opportunity. I’ve been a runner myself for over 30 years. In my case I’m not sure if I would still be able to run if I were using traditional footwear. For me, FiveFingers became a solution toward being able to continue running. And what I discovered was that once I got off my heels and landed more on the ball of my foot that I didn’t have any more knee pain and it made it much more comfortable to continue to run. I think it’s a very large market in this country because, first of all, a lot of people run. And not only for their regular form of exercise but they use it as a form of training for whatever other NITY IS?

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activity they may do. So running is probably one of the more accessible and broadly participated in recreational activities.

We make soles for lots of shoes and boots and there are many times where you need that protection.

But if you’re always in shoes or boots, you’re casting the foot and if you’re casting the foot all the time, it’s going to affect your foot health generally. The muscles begin to atrophy so you’re feet get weaker. You lose range of motion so you’re not as flexible. Neural activity actually begins to shut down so you don’t have the quick neural response that is important to balance and agility. It also supports your posture. If you’re always in shoes or boots that have a lift, that’s not as good as being flat, which tends to straighten the spine a little more. And lastly, that sensation of being responsive to the ground - and this I get most from our consumers - is something you begin to crave after you’ve been using a minimal product or a product like FiveFingers for a period of time. If you go too many days without using it, your body almost tends to crave that sensation of getting feedback from your environment and from the ground. So as long as someone doesn’t overdue it, I think it’s a very healthy thing.

WHAT ARE THE BENEFITS?

IS MINIMALIST FOOTWEAR IN ANY WAY LIMITED TO CERTAIN BODY TYPES?

I don’t know if you can purely classify it by body type.

I don’t know if you can say, ‘Really big people shouldn’t do this.” Or, ‘Only people who are neutral can do this.’ I think it depends on a lot of different factors. It depends on how often you do it, how much you train, etc. I always tell people to listen to their body and I think everyone can gain some benefit from making their feet and lower legs stronger. So whether you’re a big guy, thin guy, fast person or a slow person, I think in general you want to try to do things that strengthen the body, that improve range of motion, that improve neural activity, etc. I think everyone can benefit from it. It’s just a matter of whether it’s your full-time shoe or whether it’s a shoe you use some of the time.

IS IT MORE APPROPRIATE FOR FULL-TIME OR PART-TIME USE FOR

It depends. In some cases it starts to feel very comfortable and very natural for people and so it can become their full-time shoe. But for a lot of other people it may be a shoe they use some of the time. They use it for a training modality or to improve form or posture or gait.

MOST PEOPLE?

HOW ARE YOU ANSWERING SOME CRITICS WHO CLAIMI MINIMAL

We’ve always been on the side of ‘transition gradually.’ If you read our hangtags or go to our website, we always encourage people to transition gradually because you are using your muscles and your body in a different way.

The exciting thing is a lot of people who read the book, ‘Born to Run,’ were inspired to go out and try this. But if you’ve always worn shoes, your foot has been cast and the muscles are a little weak. I think people in general need to spend a little more time to learn to do it properly.

You want to allow your body to adapt and get stronger and get used to it. I think it’s the case of any activity if you jump in doing too much too fast. You wouldn’t have some guy go out and bench press 300 pounds right off the bat.

SHOES ARE LEADING TO A RASH OF INJURIES?

In general, runners tend to push themselves a lot and push themselves through pain toward a goal whether it’s to run a race, break a certain time or lose a certain amount of weight. The whole philosophy of ‘no pain, no gain, ’ I don’t really buy into that whole thing. I think you need to listen to your body. I think you can become very healthy and fit by doing that. And I think it’s a different way to think about running. It’s not about trying to push through the pain. It’s about actually enjoying the sensation and enjoying your body and doing what feels comfortable. And it’s allowing yourself to gradually take on more as you get more comfortable with it. I think as an industry we can do more to get people to think about it that way. It’s not about trying to achieve a goal in a particular period of time; it’s about lifelong health and fitness and being able to enjoy your body to its fullest extent for as long as you possibly can. If you’re doing things WHY IS MUCH OF THE ADVICE APPARENTLY BEING IGNORED?

Photo courtesy of Vibram FiveFingers

that harm yourself along the way, that doesn’t help you to achieve that goal. You need to push yourself a little at times but there needs to be balance. You have to be cognizant of when it’s too much and that comes on an individual basis.

The best way to transition initially is to take your shoes off and go barefoot and really get the sensation of what it’s like when your body tries to protect itself. Your body is trying to allow itself to land as gently as possible. And you’ll find that quite naturally you’ll land up behind the ball of the foot back behind the fourth or fifth metatarsal head. Once you have that sensation - keeping your feet under your body and not reaching or stretching out with your feet – you’ll learn that, ‘Wow! This is a little different stride, a little different gait.’ For some of us who ran track or had some coaching, it’s a little like that cool down in an interval session when you’re almost bouncing lightly on the balls of your feet.

WHAT’S YOUR ADVICE TO BEGINNERS?

WE’RE SEEING A STRONG LIGHTWEIGHT RUNNING TREND ACROSS

Minimal shoes are lightweight but not all lightweight shoes are minimal. A lightweight shoe can have a big thick plump heel and even some structural antipronation control features that have nothing to do with natural running. The idea behind minimalism is to strip as much of that away as you can but still offer some level of protection from things on the ground such as debris or cutting your foot. But if you step on a sharp rock you’re still going to feel it. It’s not about trying to insulate the body from any feedback in your environment. You’re actually seeking that feedback because that feedback is part of what you need to put you in the best possible form.

RETAIL. HOW DOES THAT PLAY INTO MINIMAL?

WEEK 1113 | SGBweekly.com

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WHAT DO YOU THINK OF THE MINIMAL SHOES COMING OUT FROM

Some of the Nike Free shoes tend closer toward minimalism. But what I still notice in many minimal shoes is they tend to have a little more cushioning underneath so the heel is typically higher than the forefoot. Any time you’re doing that, it doesn’t encourage a forefoot strike as much as a zero-drop, very-thin minimal shoe.

SOME OF THE MAJOR ATHLETIC BRANDS?

I think all that has to work itself out. Someone may say ‘This is my motion control shoe’ but motion control shoes can vary from a Brooks Beast that is a big thick, really-structured shoe to other shoes that really don’t have as much structure or support. Everything is on a scale and it’s up to the consumer to decide. hopefully that’s with the help of knowledgeable sales associates who can explain the differences to a consumer and can have them try a few different things.

WHAT ABOUT THE CONFUSION OVER MINIMAL TERMS?

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SGB PERFORMANCE l MARCH 28, 2011

WHAT DO YOU THINK OF BRANDS SUCH AS HOKA AND TECNICA THAT ARE ADDRESSING NATURAL RUNNING BUT ARE PUTTING A

I have a lot of respect for people who try to do things that are different and that are trying to solve problems and improve the experience and coming at it in a different way. There is times when that shoe might be great to use for recovery or in extreme conditions. We also certainly don’t say you should be in minimalist shoes all the time. We make 35 million soles for the footwear industry so we really believe that there are a lot of times when you need more protection, whether it’s from the environment or thermal protection from the cold. If you’re always in shoes or boots like that, you’re casting the foot, the muscles atrophy, you lose range of motion - all those things that you need. In our view, you need both things in your life.

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INSOLE SEEKING Matching a runner’s foot type with the right insole

By Mackenzie Lobby

As running shoes made leaps and bounds in terms of technology over the past few years, the running insole industry was close behind.

What were once flimsy inserts that provided little medical or physiological benefit are now used to accommodate a multitude of injuries and issues. Minneapolis-based podiatrist and Clinic Advisory Board Member for the American Running Association, Dr. Paul Langer says, “I can honestly say that I make a lot fewer custom orthotics now because I like the quality of a number of the over-the-counter insoles.”

Along with the evolving technology have come several insole categories to fit various types of runners. In general, foot type often dictates which category a runner will fall into. The high stability insoles tend to be best for runners with flat feet or fallen arches. Flat feet tend to be flexible, which usually leads to over-pronation, or an inwards roll. With each step, the foot makes an inwards torque motion, which can cause a host of problems. “I use the supportive firmer insoles for issues such as plantar fasciitis and Achilles tendonitis,” explains Dr. Langer. While those injuries don’t always accompany flat feet, a high stability insole may be used temporarily to alleviate such problems by providing a structured arch support.

The moderate stability insoles will be appropriate for the largest group of runners. They are best for “normal” arches, meaning those that aren’t completely flat or noticeably high. Moderate stability 16

SGB PERFORMANCE l MARCH 28, 2011

insoles provide a small amount of support and cushioning without over-controlling the foot’s natural motion. For runners who are having trouble deciding which category they belong in, this is a good place to start.

Neutral insoles are best for runners with high arches. Since high-arched feet are very rigid, there is no need for a highly structured insole. Indeed, these runners already tend to run on the outsides of their feet, called supination. As a result, such runners should usually stay away from added arch support, which would only push them further to the outsides of their feet.

This category of insole simply provides extra cushioning with each step. “While the cushioned insoles don’t affect how the foot functions, they distribute pressure underneath the foot,” explains Dr. Langer.

For the best advice, runners should head to their podiatrist or local running specialty store for guidance in selecting the right insole for their particular situation. In addition to foot type, injury history, running gait, and tread wear pattern may play a role in the decision process. It is also important to strategically pair insoles with running shoe type. By mixing and matching, the runner will end up with the most comfortable, and injury resistant combination.

HIGH STABILITY INSOLES FOR FLAT FEET

SOLE SIGNATURE DK RESPONSE

SUPERFEET GREEN TRIM-TO-FIT

MODERATE STABILITY INSOLES FOR NORMAL FEET

MONTRAIL ENDURO

SOF SOLE FIT

NEUTRAL INSOLES FOR FEET WITH HIGH ARCHES

SUPERFEET YELLOW PREMIUM

AETREX LYNCO L400

FOOTBALANCE CUSHION BLUE

SPENCO WALKER/RUNNER

SOLE Signature DK Response Insoles were designed in collaboration with Ultra Marathoner, Dean Karnazes featuring heat moldable arch support to adjust to the contour of a runner’s foot. “The arch height adjusts to a runner’s required level, but does not flatten out,” says SOLE’s Ian Anderson. “The forefoot also takes the shape of the balls of your feet and toes, and the aligning heel cup supports a runner’s unique heel shape.” Creates a continuous contact point where all areas of the foot are fully supported. MSRP $50

Montrail Enduro Insoles are lightweight providing a flexible and customizable arch support specially designed for medium arches. “The moldable insole custom forms to your foot giving support and cushioning where you want and need it,” explains Montrail’s Erin Brosterhous. PRFRM ™ thermo-moldable foam helps disperse pressure points depending on each individual’s gait. Cushioning adds comfort and the shape helps higher volume shoes fit better. Also provides moderate arch support. MSRP $36

Superfeet Yellow Premium Insoles “For neutral runners with stable feet looking for support with minimal weight or bulk,“ says Superfeet’s Amanda Norenberg.

Slim stabilizer cap fits in tight-fitting footwear. Silverbased built-in antimicrobial fiber wards off bacteria and odors. MSRP $40

Superfeet Green Trim-To-Fit, over-the-counter insoles offer a deep heel cup for maximum shock absorption giving added support by decreasing movement of the heel and stabilizing the foot. “The heel cup acts as a cradle that cups the natural fat pad on the heel bone,” says Superfeet’s Amanda Norenberg.

“Without the cup, the fat pad spreads out, thinning the padding that gives the foot natural shock absorption with each heel strike.” MSRP $40

Sof Sole Fit lightweight performance insoles use three distinct arch types (high, neutral, and low) to allow for the best performance based on foot type. The ID Fit Pad takes a thermal impression of the foot and helps to determine arch type for each individual user. Promoting the foot’s natural range of motion and not overcorrecting for arch type. Sof Sole Fit insoles feature an abrasion- and bacteria-resistant high rebound EVA foam that is specially tuned in the forefoot and footbed depending on arch type. MSRP $39

AETREX LYNCO L420

Aetrex Lynco L420 Insoles with rearfoot posting, are built to support flatter feet and redistribute weight with each step. The rigid support also helps to decrease over-pronation and balances the rearfoot by guiding it down straight. The high-tech polyester overlay helps wick moisture away. MSRP $60

Photo courtesy of Saucony

Footbalance Cushion Blue sets Footbalance apart.

Their insoles are customized for a runner right at the retail store. In under 10 minutes, a foot analysis is completed to identify pronation, supination, or arch issues.

“Then we mold the custom insoles while the customer is in a neutral and perfectly aligned position,” says Footbalance’s Robin Niehaus. Appropriate for all types of feet as a result of the molding process, Footbalance’s insoles can fit into any category of support. MSRP $80

Aetrex Lynco L400 Insoles are made for medium to high arched feet with rearfoot cupping and a neutral forefoot with a triple-density insole. The top layer is a PU with rebound, the center layer is a cork/rubber blend for support, and the bottom polyethylene layer conforms to the foot for an individual fit. MSRP $60 Spenco Walker/Runner Insoles are contoured, yet flexible. For runners with high arches and a more rigid footfall. The Insole cradles the foot for optimal cushioning and comfort. “The cradling effect improves running performance and elongates the life of the shoe,” says Spenco’s Shannon Blood. A strategically placed forefoot cushion and heel pad give runners cushioning right where they need it, regardless of footstrike. MSRP $25 (Available in wide width June 2011)

WEEK 1113 | SGBweekly.com

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I AM... SGBI PERFORMANCE AM... PERFORMANCE at Nike without much luck. Then I heard they were opening a store in Freeport, Maine. I packed up everything I owned into the back of my Volkswagen Rabbit and drove from North Carolina to Maine in hopes of getting my foot in the door. Looking back, it seems pretty crazy.

HOW DID YOU MAKE THE SHIFT INTO PRODUCT? After four years of working

FRITZ TAYLOR VICE PRESIDENT & GENERAL MANAGER, MIZUNO RUNNING DIVISION ASSUMING YOU ARE A RUNNING ENTHUSIAST, WHAT FIRST DROVE YOU TO

I first got into running during my junior year in high school. I wanted to get bigger and stronger to have enough confidence to ask out a girl I had my eye on, so I got the idea that running and doing push-ups would turn me into a desirable physical specimen. After a couple months of running three miles and doing push-ups every day I was still skinny and too shy to ask out the girl…but I found that I really loved running. I’ve been hooked ever since.

BECOME ONE?

WHAT WAS YOUR FIRST JOB? I had the usual summer jobs in high school

like painting houses, etc., but in college I got a part-time job waiting on tables to have some spending money. That was great experience.

When you are working for tips it forces you to quickly learn how to make connections with people and solve problems. I think that experience has helped me as much as anything over the course of my career.

After college I was running a lot of miles and working as a bartender while I figured out what I wanted to do in life. My passion for running led to an obsession with running shoes and I was spending all my spare cash buying the latest and greatest. A college buddy told me about a tech rep job with Nike that sounded like the ultimate dream job. I spent the next 6 months sending resumes and calling anyone and everyone HOW DID YOU GET STARTED IN THE FOOTWEAR INDUSTRY?

18

SGB PERFORMANCE l MARCH 28, 2011

my way up to manager of the tech rep program I got my first opportunity to work in shoes. Nike legend Kirk Richardson offered me a job as Product Line Manager for all of Nike’s classics models. It was 1992 and the retro-sneaker craze had yet to take off so this was considered an entry-level product job. It was my responsibility to make shoes like the Air Force 1 and the Cortez desirable to the small core of urban sneaker aficionados. The Air Force 1 is a huge monster now, but in those days it was a small volume cult shoe that was mainly worn by kids in Baltimore, Philly and NYC. I spent a lot of time traveling the I-95 corridor listening to AF-1 fans tell me ways to make the AF-1 cool. I remember kids asking me to do a mid-cut version because none existed and mid-cuts were just becoming the big thing in basketball. So I worked with a designer and we developed an AF-1 Mid. Internally at Nike the response was “that’s dumb, that will never sell.” But I had heard enough from being out in the market to feel confident it would be a success. It ended up selling like crazy and helped revitalize the whole AF1 franchise.

I get to stick my nose into all aspects of the business. During the 20 years I spent working on shoes I always had opinions about sales, marketing, apparel, etc.

The difference now is that people actually have to listen to me. To be a bit more serious – I have the privilege of working with some really smart and talented people and I really love the way we challenge each other. It’s a fun team to be part of and I learn something new every day.

WHAT DO YOU LIKE MOST ABOUT YOUR JOB NOW?

The tedious work of some of the financial reporting we have to do. I love the numbers – I just don’t like the task of entering them into excel spreadsheets.

WHAT DON’T YOU LIKE?

WHAT DO YOU DO FOR FUN? I

love watching my two kids grow up. I’m continually impressed by how well they figure things despite the misdirection I’m sure I give them. The fact that they seem to be pretty well-rounded people is a constant source of pure amazement.

Owning a cycling hotel in Italy with my wife. I fell in love with cycling and Italy during my six years working in Europe and cycling is even more of a passion than running. And my wife is a food writer and phenomenal cook who would love to open her own restaurant. The idea that we could combine our passions while living in a beautiful area like northern Italy is something I love thinking about.

IF MONEY WERE NO CONCERN, WHAT WOULD YOU BE DOING?

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“You can’t manage what you don’t measure” Peter Drucker

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