SGB WEEKLY 1117

APRIL 25, 2011

NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET

THE MINIMALIST DEBATE: PART II WEEK 1117 SGBweekly.com

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

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

April 25, 2011

NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET

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Associate Editor Kyle J. Conrad (704.987.3450 x111) kconrad@sportsonesource.com Contributing Editor Mackenzie Lobby Creative Director Teresa Hartford Graphic Designer Camila Amortegui VP Business Development Bill Bratton (409.392.5029) bill@sportsonesource.com VP/GM Specialty Businesses Paul Gagner (303.997.7302) pgagner@sportsonesource.com VP Business Development Barry Gauthier (774.553.5312) barry@sportsonesource.com Business Development Manager Katie O’Donohue (704.987.3450 x110) katieo@sportsonesource.com Circulation & Subscriptions subs@sportsonesource.com Technology Chief Information Officer, Mark Fine VP Research & Development, Gerry Axelrod Manager Database Operations, Cathy Badalamenti

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At the Reebok RealFlex media launch in New York City are from left to right: Bill McInnis, Reebok’s Head of Advanced Innovation, Ali Larter, star of the television show “Heroes”, Josh Duhamel, lead actor in the “Transformers” trilogy, and Graham Holmberg, winner of the 2010 CrossFit Games and title “Fittest Man in the World.”

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NEWS

6 BROOKS Moves Into Minimalist

8 REEBOK Launches Realflex

10 FINANCIAL BRIEFS HANESBRANDS Fiscal Q1 Results Boosted By Gear For Sports Acquisition VASQUE’S Parent’s 2010 Revenues Climb 12 Percent

11 SAUCONY To Unveil First National Tv Commercial

12 WOLVERINE WORLD WIDE: MERRELL Barefoot Best Launch In History MOVERS & SHAKERS

M&A WIRE

Sportsman’s Business Weekly Footwear Business Weekly Outdoor Business Weekly

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FEATURES

12 THE MINIMALIST MOVEMENT Is Less Really More?

16 SOCK IT TO ‘EM Matching a runner’s foot type with the right insole

20 I AM... PERFORMANCE Kevin Smith, owner, Elite Runners & Walkers

McKees Rocks, PA

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.

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NEWS

BROOKS MOVES INTO MINIMALIST

By Thomas J. Ryan

Brooks Pure Cadence (Mens)

Heralding it as the "biggest launch" in the brand's history, Brooks Sports introduced its PureProject collection addressing the recent trends with minimalist shoes and natural running. With all models featuring a 4mm heel-to-toe drop designed to promote a natural footstrike, anatomical last, and weighing between 7 and under 10 ounces, the collection hits retail on October 1.

On a Web presentation, Brooks' CEO Jim Weber said Chris McDougal's book, "Born to Run," had certainly sparked debate over the value of wearing running shoes versus running barefoot. But Brooks saw it as an opportunity to provide a wider range of running experiences.

"Our perspective on what this runner experience was really all about was much more than shoe/no shoe," Weber said. "It was really about a 'Feel' experience versus a 'Float' experience."

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As such, Brooks is rethinking the way it makes shoes. Prior to PureProject, shoes were built solely on what Brooks terms as a "horizontal biomechanical spectrum" with categories ranging from neutral to support to control determined by foot mechanics. This way of thinking left out design or experience preference, said Carson Caprara, Brooks' footwear product line manager, on the webcast.

As a result, Brooks is adding a new vertical axis ranging from "Float" and "Feel." The upper "Float" quadrant is designed for runners looking for more cushion and support and includes the brand's traditional shoes: Ghost, Glycerin, Adrenaline GTS and Trance. Caprara describes the running experience for shoes in the "Float" quadrant to "riding in a luxury sedan, plush interior, soft suspension, really letting the car do the work."

By comparison, the lower "Feel" quadrant are for runners who want to connect with and “feel� the road and sense the surface underneath.

Caprara likens the "Feel" running experience to "riding in a motorcycle, feeling the road, hugging the turns – completely connected to your driving experience."

The "Feel" quadrant includes the PureProject collection covering four models. PureConnect, at 7.2 oz. in men's, is the "most free and most feel experience" and ideal for neutral runners, said Caprara. PureFlow, at 8.7 oz. in men's, offers "a little more assurance and little more cushion" and is geared toward neutral to guidance. PureCadence, at 9.5 oz, provides "the most assurance of the three shoes while still providing an amazing feel." Finally, the PureGrit trail shoe, at 8.9 oz, is suited for neutral and guidance runner types. The four styles, each for men and women, range in price from $90 to $120.

Brooks' team stressed that the lightweight collection still features many of Brooks’ core technologies to assure the shoes work biomechanically with the foot.

"Many brands simply strip down their product and we believe that it may not be the best idea for the runner because it can really lead to 'less is less,'" said Andre Kriwet, director of footwear product management, on the webcast. "So our approach is a little different.

We tried to actually enhance the running experience and have the runner feel 'more with less.'"

• Nav Band: A flexible band wraps over the instep to comfortably secure the foot in place.

• BioMoGo DNA: Its midsole technology is blended with Brooks DNA adaptable cushioning to create a springy return and custom comfort.

• Anatomical Last: The shoe’s shape contours the foot for a glove-like fit and feel and provides support for every part of the foot.

Caprara said the idea behind PureConnect and Brooks new Float/ Free positioning came from a series of focus groups with 25-to-35 year old runners across the country over the last year, in partnership with consumer insights firm, IDEO. Among the findings were that running shoes had become far too complicated with the plethora of technologies and runners were looking for a simpler shoe selection process. Runners also wanted more choice over color or design, and wanted more of a dialog with store personnel over appropriate shoe.

Finally, the focus groups showed that "not all runners are the same" and individual runners want to choose how they experience their run.

Some want to cruise on autopilot through the run and look for ample cushioning in their shoes. Many are adopting a newer mindset and looking to connect to running "in a more intimate way." That includes socially, by joining local running groups, but also "physically through their product experience" and enjoying the run in the moment. Brooks also recognized that those looking for more of that running connection still CORE FEATURES OF THE wanted the biomechanics that enable those experiences.

PURECONNECT COLLECTION: "Barefoot is a trend and lightweight is a reality," said Caprara. "A lot of runners knew somebody who was into barefoot running but the takeaway • Ideal Heel: Brooks signature inverted heel promotes a natural foot was that most of these people were realists in that they weren't into strike by landing in a more forward position on the foot. barefoot running themselves. That was a little scary to them. The idea • Toe Flex: A toe box split allows the big toe to function independently of connecting closer to the ground and being more connected to the run and engage the runner’s natural balance. was something that definitely inspired them." ■ WEEK 1117 SGBweekly.com

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With RealFlex, Reebok joins the quickly crowded natural running/minimalism category.

76 RUNNING BUDDIES.

¬flex NATURAL MOVEMENT. PERFECTED.

By Thomas J. Ryan

REALFLEX IS ALL ABOUT NATURAL MOVEMENT. ENGINEERED WITH 76 FLEX-FRIENDLY SENSORS, THESE SHOES WERE DESIGNED TO HELP YOUR FEET MOVE AND FLEX AS YOU RUN, JUMP AND STRETCH. IT’S TIME TO MOVE NATURALLY AGAIN.

Reebok RealFlex Women’s Print Advertisement

Hoping it found a third leg to continue its impressive rebound, Reebok brought out Hollywood stars and a major-media campaign to launch RealFlex, its entry into natural running.

At a media presentation in New York City, Reebok’s Head of Advanced Innovation Bill McInnis described RealFlex as the third pillar of a three-year escalation for Reebok. The first was the introduction of EasyTone two years that launched the toning category and “really put Reebok back on the map.” Followed by last year’s launch of the ZigTech running and training concept that particularly re-established the brand on the mens’ side.

Like many other natural running shoes, RealFlex encourages a forefront strike to help prevent the joint injuries said to be caused by conventional running shoes that encourage runners to land on their heels, said McInnis. It also provides a greater “feel” of the surface for the runner.

McInnis said 76 independent sensors on the bottom of the shoe are strategically positioned to twist, bend, expand, and support to 8

SGB PERFORMANCE l APRIL 25, 2011

help athletes’ feet move naturally while also helping eliminate all the negatives that come with running on hard surfaces. For example, the sensors in the heel are joined together to provide optimum heel impact absorption while running downhill. On the lateral side of the shoe, the sensors work together to offer stability. Up in the forefoot, the sensors are linked together to provide impact protection.

McInnis, who encouraged those in the room get a feel for the flexibility inherent with those sensors by stepping on a pen, said providing a different “feel” experience for consumers has been a large part of the success of recent launches.

“Kind of our mantra and it really kicked off in toning and then went to Zig and to here with RealFlex is to really provide technology you can feel,” said McInnis. “If you can’t feel the difference, then we haven’t accomplished what we we’re trying to do.”

The fundamental difference between RealFlex and other natural running/minimalist models in the market is an extra layer of protection.

reebok.com/women

REEBOK LAUNCHES REALFLEX

© 2011 Reebok International. Reebok © RealFlex ™ is a trademark of Reebok.

NEWS

McInnis said the ultra-thin bottoms on many minimalist shoes in the market are leading to stress fractures for those running on concrete.

The other difference is a lot of minimalist shoes have a “very firm bottom” while RealFlex is mainly foam “with a few rubber bits for traction” to encourage flexibility.

The shoes, selling for $90, were launched in mid-April at athletic specialty and sporting goods chains, including Finish Line, Foot Locker, Dick’s Sporting Goods as well as “a little sprinkling of running specialty stores,” he said.

The launch is being supported by an eight-week campaign spanning TV, digital, print and in-store. TV ads – featuring animated and talking “running buddies” illustrating the sensors on the bottom of the shoes - will run on ESPN, during Fox MLB games, on Comedy Central and during the Family Guy show. Print includes ESPN Magazine, Maxim, Cosmopolitan and Shape. Out-of-home executions in LA and NYC include interactive billboards demonstrating the technology. In addition, mobile, social media games, and homepage takeovers on YouTube and ESPN.com are included.

On hand at the launch event was Graham Holmberg, the winner of the 2010 CrossFit Games that earned him the title, “Fittest Man in the World.” Holmberg, along with Rebecca Voigt, a top-five finisher in the CrossFit Games, are featured in the television campaign.

Reebok brought out Ali Larter, one of the stars of the TV show Heroes; and Josh Duhamel, best known for his leading role in the Transformers trilogy, to add some media frenzy to the launch. For the event, it also hired a Hollywood stunt team to leap over barrels and scramble over a taxi before finally flying through a window – all to demonstrate the flexibility of the RealFlex shoes.

John Lynch, Reebok’s VP of U.S. marketing and merchandising, said one way Reebok differentiates itself is by launching product “in a big way” to generate buzz.

“The bottom line of the whole thing is this is our single biggest campaign of the year,” said Lynch. Similar sizeable media efforts made ZigTech “a grand slam for the industry” in 2010 and helped EasyTone launch the toning category the prior year. Both launches led to what he called “one of the great comeback stories of the industry.”

But just like ZigTech and EasyTone, he believes “extremely innovative” technologies will drive customer demand for RealFlex.

“If Reebok were to just be a me-to company to what so many other companies are doing, that’s not a winning formula,” said Lynch.

“What we have to bring is something that is breakthrough and that takes it to another level. We did that through Zig geometry and now we’re doing it through our Flex technology.”

Lynch said that technology message is underscored by the collection’s “Natural Movement Perfected” tagline. Echoing McInnis, he said RealFlex’s extra layer of support alongside ultra-flexibility features makes up for the shortcomings of other minimal options.

“This is all about allowing the foot to move in the most natural way but we say it’s ‘Perfected’ because if you wear the FiveFingers shoe or you’re barefoot, it’s very difficult to run downhill. It’s very difficult

Reebok RealFlex running shoes for men and women

in the manmade environment. When you hit a rock, it hurts. So this allows all that natural movement with its flexibility – the shoe can scrunch up - but your foot is protected.”

At 9.4oz for men and 7.6oz for women, RealFlex also complements the success the ZigTech line is having in lightweight running. Lynch said ZigTech’s success has lifted Reebok’s share of the lightweight running category to the mid-twenties. The Spring 2011 launch of the ZigTech Nano, a lower-profile version of the original ZigTech, has also been a strong seller so far.

Lynch believes RealFlex will be attracted to “that hardcore runner that’s interested in innovation” and looking for “newness.” But he believes the opportunity for RealFlex is much broader.

“We’re trying to get all the people that are interested in physical fitness and that includes runners, other people who are doing crossfit, and those doing varied workouts,” said Lynch. “We’re going after a broad range of consumers, inclusive of the hardcore runner. But we’re going there through our innovate concept and Flex is as good as it gets.” ■

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WEEK 1117 SGBweekly.com

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HANESBRANDS FISCAL Q1 RESULTS BOOSTED BY GEAR FOR SPORTS ACQUISITION Hanesbrands, Inc., the parent of Champion, saw its recently acquired Gear For Sports business boosted bottom line health and sales for first quarter, prompting the company to raise full-year earnings guidance. The apparel manufacturer's sales climbed 11.7 percent to $1.04 billion as acquisition contributions, organic growth and "operational efficiency" drove quarterly results. Earnings improved 31.8 percent to $48.1 million, or 49 cents per diluted share. Gear For Sports, acquired in November 2010, contributed 5 percentage points of the company's 12 percent sales gain and accounted for 3 cents of the 12 cent increase in EPS. Outerwear segment sales increased 36.7 percent to $330.7 million with across-the-board strength in Gear For Sports, wholesale casualwear (Hanes), retail casualwear (Just My Size and Hanes), and retail activewear (Champion). Innerwear revenues improved slightly to $451.3 million as increases in socks and men’s underwear offset declines in women's intimates. International revenues jumped 23.6 percent to $127.0 million.

FINANCIAL BRIEFS Cybex International, Inc. reported sales for the first quarter increased 18.7 percent to $31.0 million compared to $26.1 million in the year-ago quarter. The fitness company swung to a net profit of $379,000, or 2 cents per share, in the first quarter, compared to a net loss of $753,000, or 4 cents per share, in the year-ago period. The 2011 results include a $356,000 charge related to a product liability judgment.

Escalade, Inc. reported its 8th consecutive quarter of profitability as solid revenue gains in its Sporting Goods segment drove top-line sales ahead 11.1 percent to $28.0 million.

LaCrosse Footwear, Inc. swung to a loss in the first quarter as a steep decline in military orders sank sales in the company’s Work market segment significantly. Sales dropped 26.4 percent to $25.2 million. Work segment sales fell 39.1 percent to $16.1 million while Outdoor segment sales improved 16.1 percent to $9.1 million, reflecting demand for hiking and hunting products.

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SGB PERFORMANCE l APRIL 25, 2011

Winmark Corp, the parent of Play It Again Sports, recorded a net income for the first quarter ended Mar. 26 climbed 37.7 percent to $3.03 million, or 58 cents a share. Revenues, primarily royalties, grew 13.3 percent to $11.1 million.

VASQUE'S PARENT'S 2010 REVENUES CLIMB 12 PERCENT Red Wing Shoe Co., the parent of Vasque, reported sales rose 12 percent in its fiscal year ending in November 2010, to $448 million. The figures were given at the privately-held company's shareholder meeting in Red Wing, MN. The company also added 315 jobs in 2010, bringing its total employee count to approximately 2,200. Besides Vasque, its brands include Irish Setter, Vasque, Carhartt, and WORX. Its biggest line is Red Wing casual work boots.

SAUCONY TO UNVEIL FIRST NATIONAL TV COMMERCIAL

Saucony, Inc. is launching a new multi-media global brand campaign entitled “Find Your Strong." The brand’s largest marketing effort to date aims to inspire consumers to find their personal “strong” through running and includes digital, social media and the Saucony’s first-ever national television commercial. The TV spot breaks nationally on Wednesday night, April 27, on ESPN. “As runners, we know that people run for intensely personal reasons,” said Chris Lindner, chief marketing officer for Saucony. “Whether in honor of a relative, for a charity or medal, or for ourselves, running inspires the human spirit, making us stronger. At the core, this campaign is about just that; it’s where and how we train and the people and moments that strengthen us.”

“Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. The timing couldn’t

be better as the Kinvara 2, the campaign’s featured product, was recently named “Best Buy” by Runner’s World in their annual Summer Shoe Guide,” added Lindner.

The 30-second spot breaks nationally on April 27 and will run for five weeks nationwide on ESPN, ESPN2, Fox Sports, CBS College, Versus and NBC Sports. To coincide with the launch of the TV spot, the saucony.com/strong website will go live on Wednesday, April 27th. The campaign's online destination creates a visual depiction of user-generated "strongs," highlighting those most shared by the community.

Additionally, users can share their personal "strongs" through social media channels and personalized tee shirts.

The print side of the campaign launched this month in vertical running and consumer fitness magazines including Runner's World, Running Times, Men's Health, Women's Health, Fitness, ESPN Rise and the Running Network's regional publications.

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WOLVERINE WORLD WIDE: MERRELL BAREFOOT BEST LAUNCH IN HISTORY Merrell Barefoot, launched in February, is on track to be the most successful product launch in the history for Wolverine World Wide, the company's officials said on its first-quarter conference call.

"Sell-throughs have been better than expected and we are seeing a significant amount of at-once orders as retailers try and keep up with strong consumer demand," said Wolverine World Wide President and CEO Blake Krueger. "Merrell has established itself as the go-to brand in the minimalist running category and is expanding this program to mainstream consumers and additional product categories."

A broader, more versatile Barefoot collection that will also feature new materials, colors and leathers will roll out this fall. Krueger added that Wolverine is aggressively working to replenish inventories.

"When you get anything that's this hot, you never can plan that in advance," said Krueger. "So if you are asking me, do we wish we had some more Barefoot inventory right now? We would probably say we wished we had some more Barefoot inventory right now. But we've got plans in place to catch up pretty quick."

Overall, Wolverine's sales jumped 16.1 percent in the first quarter to $330.9 million. The company’s Outdoor Group, which consists of Merrell footwear and apparel, Chaco and Patagonia footwear, saw revenues jump 21.6 percent to $138.1 million with each brand growing over 20 percent during the quarter.

Merrell grew at a "strong double-digit pace" in its wholesale, consumer direct and international businesses.

Net earnings grew 31.0 percent to $35.9 million, or 72 cents a share, exceeded Wall Street's consensus estimate of 66 cents. Strategic price increases and a slightly favorable foreign exchange impact offset higher product costs and a slightly higher mix of volume direct and special makeup goods.

MOVERS & SHAKERS Deckers Outdoor Corp appointed Stephen Murray as the company's president of Europe, Middle East and Africa, effective June 1. Murray will oversee Deckers' subsidiary and distributor businesses which include the UGG Australia, Teva, Tsubo and Simple Shoes brands.

Murray was most recently global president of the Urban Outfitters brand and had formerly been president of VF's Action Sports Coalition.

Hillerich & Bradsby Co. named Jeff Lienhart, a 14-year veteran of Nike's sales organization, VP of global business development for Louisville Slugger.

Cramer Products promoted Neal Fink to the position of director of sales, sports medicine. Fink's new job responsibilities will increase his involvement with the company's key national accounts for both Cramer and Active Ankle products.

Spenco Medical Corp appointed Evan Wert as sports marketing manager and Jennifer Wilson as medical marketing manager.

Pacific Sunwear of California, Inc. said Michael Kaplan will join the company as senior vice president and chief financial officer, effective May 2. He will be replacing Mike Henry, who became interim CFO in November 2007 and was named CFO in January 2008.

M&A WIRE Kimmel Athletic Supply Co., based in Spokane, WA, has bought the assets of Redmond's Athletic Supply, LLC. The assets only include the inventory but not the receivables or liabilities, Bill Davis, CFO of Kimmel, told SGB Weekly. The company also took over the lease to a store in Redmond. Kimmel also operates stores in Coeur d'Alene, ID; Yakima, WA and a sales office in Dallas, TX. The acquisition adds 23 employees to Kimmel Supply, including six roadmen in Western Washington. Kimmel now has 11 roadmen in Western Washington, four in Central Washington and six in Eastern Washington for a total of 21 roadmen in that state.

Crosman Corp., the manufacturer of airguns and airsoft guns, has been acquired by Wellspring Capital Management, LLC, a New York-based private equity firm. Crosman's management team, led by CEO Ken D'Arcy, will retain a significant ownership position in the company and continue to lead its growth in partnership with Wellspring. Crosman had been owned by Pamlico and the company's management since 2007. Terms were not disclosed.

MERRELL TRAIL GLOVE 12

SGB PERFORMANCE l APRIL 25, 2011

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THE MINIMALIST MOVEMENT IS LESS REALLY MORE?

By Dr. Paul Langer, DPM

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SGB PERFORMANCE l MARCH 28, 2011

The minimalist movement is continuing to grow and many people still don’t know what to make of it. I’ve lectured on the topic of barefoot and minimalist running all over the country in the last year and whether I am speaking to physicians at a medical conference or to marathoners at a running club the questions are very often the same. Is it a fad? Is it good for us?

What are the risks? Is there a safe way to try it? What makes a shoe minimalist?

To shed some light on my perspective I’ll acknowledge that I transitioned to minimalist running more than two years ago and currently do about 50 percent of my weekly mileage in Vibram FiveFingers on grass. I did not make the transition because of an injury. In fact, I’ve run relatively injury free for 20+ years and 26 marathons. I did it more out of curiosity and as a way to shake up the monotony of my running. I was not interested in running completely barefoot because I have spent too much time in the operating room removing glass, needles and other objects from those whose feet were punctured when barefoot.

IS IT A FAD? I don’t see minimalism as a fad primarily because minimalist running feels so much different than running in conventional shoes and therein lays the appeal. Those who have tried minimalist running comment on how aware they are of the sensation of the foot on the ground and how they can feel that their body is moving differently than it does with conventional shoes. Most minimalist runners I speak to cite this as the main reason they enjoy it so much.

Another trend that is happening concurrently in running is the focus on running form. Proponents claim that learning to run with a more ideal running form will make runners less prone to injury and improve performance. However, many of the form changes they advocate occur naturally simply by removing the shoes or running with minimalist footwear. A shorter stride, mid-to-forefoot landing pattern and higher cadence all occur intuitively in response to the decreased shoe weight and the increased ability to sense the ground. Whenever a runner asks me if they should try to run differently I tell them that they don’t have to try, they can run differently simply by kicking off their conventional running shoes. Consciously changing one’s gait presents more problems than allowing it to occur naturally.

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IS IT GOOD FOR US? There are no clinical studies yet which confirm that injury rates are decreased or running performance is improved with minimalist running. The Internet is awash in stories of injured runners proclaiming miraculous transformations simply by kicking off their shoes. Some of these stories may be true but I’ve also had numerous runners present in my office who sustained strained muscles and stress fractures by taking the minimalist plunge. In terms of potential benefits, research has shown that muscle activation changes and joint loads decrease in minimalist shoes. While this does not always translate directly into decreased injury risk it is likely beneficial.

WHAT ARE THE RISKS? The most common areas of tenderness are the achilles tendon and calf muscles and the metatarsals (the long bones that lead to the toes). One of the key differences of minimalist running is that the majority of runners are heel strikers when in conventional shoes but runners in minimalist shoes do not land on their heel because it hurts too much. Heel strikers rely on more knee flexion to absorb impact while midfoot/forefoot strikers rely on ankle flexion. That increased ankle motion increases the strain on the calf muscles and achilles tendon and also increases the bending forces on the metatarsals.

This increased workload is what causes initial achiness in minimalist runners and if ignored can progress to muscle strain/tendonitis and stress fracture of the metatarsals. The old “too much, too soon” is often a chief cause of running related injuries. Sometimes a runner’s enthusiasm exceeds their body’s ability to keep up.

Despite what the hardcore barefooters and minimalists say, I do not advocate minimalist running on concrete, which is fifty times harder than packed earth, or asphalt, which is twenty times harder because it just doesn’t make sense to me to run on unnaturally hard and unnaturally flat surfaces with minimalist shoes. Certainly it can be done, and not everyone has easy access to long stretches of trails, but most runners have to run much slower and with an even shorter stride in order to moderate the increased impact of those harder surfaces.

IS THERE A SAFE WAY TO TRANSITION TO MINIMALIST RUNNING? There is no data to tell us who will thrive and who will suffer in a minimalist shoe. Likewise, there has not been a study done that tells us how to start a minimalist training program. I advise my patients who are curious about it to introduce it gradually and to give their body time to adapt. As with any change in a running program, every individual is unique and they have to pay attention to any warning signs their body may give them. I have them start running in their minimalist shoes with ten minutes on grass and then increase the duration by 5 to 10 minute increments as tolerated. Minimalism can be incorporated into a longer workout in conventional shoes or done alone. I advise them not to do it on consecutive days until 16

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they are very comfortable and running without pain. Every runner is different in terms of how much daily and weekly mileage they may want to build up to. The majority of runners that I treat use minimalist running as a part of their conventional running program. Only a few run minimalist exclusively.

SO WHAT MAKES A SHOE “MINIMALIST”?

There is a lot of confusion regarding what truly constitutes a minimalist shoe. Footwear manufacturers all have their own definition of minimalist footwear and their marketing messages to match. The spectrum currently varies from Huarache sandals (which can be bought in kit form online) as arguably the closest thing to barefoot to the Nike Free series which, while light and flexible, still have significant cushioning and weight depending on the model.

Some manufacturers are now posting running form videos on their websites to teach runners how to run in a “more natural” manner with their natural/minimalist shoes. According to the research though, if a runner’s goal is to mimic barefoot running as closely as possible, then the shoe should be as light as possible, have no cushioning and no stability devices.

Running shoes are relatively light but the mass of the shoe does influence how we move in it. Cushioned midsoles not only compress unevenly and raise the center of gravity of the runner but they also decrease the foot’s ability to sense the surface. This also influences how we move. Stabilizing midsole and outsole devices such as shanks and medial posts add weight to the shoe and also inhibit natural muscle and joint movement .

Recently there seems to be growth beyond running for minimalist footwear. Many are starting to use these shoes for yoga, fitness classes and as a recovery shoe. Overall, I think the minimalist movement is good for running. It’s certainly injected some interest and controversy into what for some is a sport and for others a lifestyle. Some runners will embrace minimalism and thrive, some will try it and abandon it for one reason or another and some will express curiosity but keep their distance for now. Either way, it will likely remain a viable category in the footwear industry. ■

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SOCK IT TO ‘EM TECHNOLOGY AND DESIGN IN RUNNING SOCKS CONTINUES TO ADVANCE IN 2011

By Mackenzie Lobby

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Gone are the days of generic cotton sports socks. As the running shoe business has diversified in recent years, sock selection has also grown. Riding the wave of new technology and design, running-specific socks are now a must-have.

“Last year we sold over 25,000 traditional running shoes and over 100,000 pairs of socks,” says David Harkin, owner of Portland Running Company in Portland, OR. Put simply, business is good. With better moisture management, increased comfort, and greater selection, there are socks for runners of every shape, size, and ability level.

MOISTURE AND TEMPERATURE REGULATION When it comes to feet, moisture management is paramount.

“Each foot has around 250,000 sweat glands, making them one of the sweatiest places on your body,” says Ian Connor, sales and marketing director for The Running Store in Gainesville, VA. Absorbing and dispersing all that moisture is the main reason the running sock industry has recently focused more attention on performance fibers.

“Moisture management is a critical part of providing the wearer with a positive experience,” explain John Gaither of Feetures. “Feet naturally heat up and perspire during activity, and if this moisture is allowed to build up, it creates a hot, moist environment inside the shoe that can lead to blisters.”

As a result, Feetures changed their moisture management fiber two years ago to iWick, which moves moisture to the outermost layer of the fabric up to four times faster than other performance fibers. Injinji uses Coolmax in their performance socks in order to insure dryness and breathability, while companies like Keen and Icebreaker have begun to feature merino wool in their running socks.

Drymax is also heavily marketing their proprietary moisture management technology in 2011, saying that it doesn’t just wick, but it completely removes moisture. “We have been able to improve our Drymax technology on the inside of the socks and also the technology we use on the outside of the socks,” says Gus Blythe, president of Drymax Sports. “The inner fiber layers of Drymax socks do not allow moisture to remain on the skin of the

feet,” adds Tom Tanno of Drymax. “Moisture is pushed into the outer layer of the sock and from there is allowed to evaporate, hence the skin is always dry.”

COMFORT AND DESIGN Understanding that every runner’s feet are different, running sock companies have made a greater effort in 2011 to continue the customizable sock design trend. From gender-specific socks to “right” and “left” foot socks, every vendor has worked hard to stand out in the crowd. The greatest push in design this season has been the inclusion of an arch band for a snugger fit, seamless design to eliminate bunching and blisters, and paneled cushioning for a more comfortable ride.

“The arch band promotes some idea that the sock is providing support,” explains Harkin. Feetures touts its compression arch, which enhances the fit of their socks over the contours of the foot. “The result is that each sock hugs the foot in a comfortable, supportive way, while also helping to keep the sock in place so there is no movement or friction inside the shoe,” says Gaither.

In addition, hidden and flatlocked seams cut down on hot spots inside the shoe.

“Seamless technology has reduced stitching around the toes,” says Harkin. This means less bunching in the areas most prone to blisters. Sole uses hand-linked “seamless” toe stitching, while Fitsok and Wigwam sport a similar style.

For overall comfort, sock companies are heavily emphasizing their cushioning capabilities in 2011. “We use cushioning in WEEK 1117 SGBweekly.com

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most of our socks simply because most customers want it,” says Blythe. Gaither of Feetures adds, “we place cushioning in high impact areas to provide extra comfort and protection without any unnecessary bulk.”

A SOCK FOR EVERY RUNNER As runners are becoming more specialized, so are the socks. “We try to provide the best variety of options to each individual runner,” explains Deirdre Mahaney of Injinji. “We want to give the runner choices in weight, length and cushion level because what a runner needs depends on how their feet react in different environments.”

Harkin says that this ability to customize based on the runner type is good for business. “As runners mature and expand their running opportunities, they are likely to purchase more specific products,” he explains.

This makes for a market now booming with specialty socks for road racing, trail racing and triathlon. For instance, this spring Drymax is releasing a sock with the triathlete in mind. “The best way to describe the Triathlete sock is to say that it is as thin as a cycle sock, with the protection of a running sock,” says Blythe.

Indeed, Drymax also markets its trail running socks that are oftentimes thicker than traditional running socks and come up higher over the ankle bone to keep out debris. Injinji uses Nuwool in its Outdoor Series, which is a fine merino-type wool to provide runners more protection in the great outdoors. This line of socks may be too thick for someone racing on the roads, but just right for a trail runner.

Regardless of the terrain or distance to be tackled by a runner, the changing technology in running socks has led to better overall comfort.

“While there is no consensus amongst runners that any specific type of sock can increase performance,” adds Harkin, “the mental aspect of having a technical, moisture-wicking sock may boost a runner’s confidence making the running experience more enjoyable.”

HAS BAREFOOT RUNNING MADE SOCKS IRRELEVANT? In a word, no. If anything, it has only brought more attention to the running market. “Those runners who are actually running barefoot make up such a small segment of the running population that it only influences the conversations people have when buying their traditional running shoes and socks,” says David Harkin, owner of Portland Running Company.

John Gaither of Feetures agrees, saying, “the barefoot running craze has created a lot of buzz in our core market and I think that benefits everybody.”

While runners going completely barefoot ditch their socks along with their shoes, they are few and far between. Minimalist footwear, however, has created a greater interest in less-bulky socks. The thinner, the better.

Injinji has also seen a boost from the barefoot trend thanks to their unique five-toe design. “It has definitely brought more attention to our brand,” says Deirdre Mahaney of Injinji. “We are the only sock option for the Vibram FiveFingers product.” Ian Connor of The Running Store has seen the increase in Injinji sales first-hand. “Our Injinji sock sales have dramatically increased due to the Vibram FiveFingers shoe movement within the barefoot craze,” he says.

Even those runners wearing minimalist shoes are oftentimes still running much of the time in their old kicks, keeping socks just as relevant as they always have been. While the few that are going completely sans-footwear may no longer need socks, the shod running community continues to grow, keeping sock sales up and running as usual.

Balega Soft Treads will launch this summer.

Made with a revolutionary new yarn, impact at the heel and ball of the foot are greatly protected. Vibration dampening properties will take the load off your feet stride after stride. Additionally, a ventilated arch band insures a snug fit and a hand linked toe enclosure makes these socks performance ready. MSRP $15

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1. Feetures Elite Ultra Light Low Cut socks with varied levels of compression strategically located, give runners support along with a seam-free construction and are ultra-lightweight. MSRP $14 2. FITS Sock Light Runner Low was designed to fit all foot types. Featuring a deep heel pocket that conforms to the shape of various heel widths and offers a bunch-resistant toe box and cushioning under the heels and toes. MSRP $16.

3. Icebreaker Run Ultralite Micro merino wool socks are breathable, odor resistant, soft, and offer great moisture control. Cushioning in high-impact areas reinforces the heel and toe to support the Achilles and give extra security to the arch. MSRP $17 4. Wigwam Ironman Thunder Pro Low-Cut offers a seamless toe enclosure, foothugging fit, and cushioned sole. Dri-release technology controls moisture. FreshGuard keeps feet feeling fresh. Appropriate for all types of runners. MSRP $11 5. Smartwool Women’s PhD Ultra Light Mini offers a 4-degree fit system for an all-day performance fit. Using Smartwool technology, the socks control moisture, temperature and odor. Strategic mesh zones insure maximum ventilation and a double ribbed cuff guarantees a secure fit. MSRP $15 6. Drymax Triathlete Socks are made with the triathlete in mind. Drymax created a slightly thinner sock compared to a more traditional running sock. Drymax fibers repel moisture to help eliminate blisters and skin irritation. They come in five sizes to ensure a premium fit. MSRP $16 7. Sof Sole’s Multi Sport Tech socks feature excellent wicking qualities, odor protection, and a comfortable overall fit. Mesh vents keep the feet cool and durable. MSRP $10

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8. Keen Boulder Canyon Low Ultralite socks are great for trail runners by promoting air circulation while also cushioning the heel and toe. This ultra lightweight action sock features air panels for breathability, arch support in the instep, and heel pockets for a better fit. The reinforced toe and heel guarantees extra durability. MSRP $16 9. Fitsok F4 socks are offered as a 3-pack knowing runners need more than one or two pair. The F4 has compressed venting and moisture wicking for the most extreme conditions.

Sorbtek channels moisture away from the foot to control temperature. The back of the sock protects the Achilles from blistering. A front tab reduces friction between the foot and the shoe. MSRP $25 (3-pack) 10. Injinji Performance Series Lightweight Toesock are new this spring in the “no show” length. Designed to be an ultra-thin interface for performance in any shoe, climate or terrain, this sock will work for a variety of runners and conditions.

Appropriate for both traditional running shoes and minimalist footwear, they keep the runner cool, comfortable and blister free. MSRP $12 11. Wrightsock SLC (Single Layer Coolmesh) socks have a super soft feel with strategically placed mesh panels for breathability. Dri-WRIGHT II fibers keep the foot cool and dry, while seam-free construction eliminates hot spots and blistering.

A lightly cushioned footbed makes for an overall comfortable and durable running sock. MSRP $11 12. SOLE Dual Layer Sport socks are for runners with blistering issues. Available in ankle, no-show, and crew lengths featuring two layers of fabric, so rather than rubbing against the skin, the layers rub against each other. The soft inside layer fits snug to the foot and slides against the outside layer to reduce friction. Despite the extra fabric, the socks are extremely lightweight and breathable with vent panels. MSRP $12.50 (ankle and no-show), $15 (crew)

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I AM... PERFORMANCE

WHAT IS YOUR RETAIL BACKGROUND? Three companies made me ready

KEVIN SMITH OWNER, ELITE RUNNERS & WALKERS MCKEES ROCKS, PA

WHAT DID YOU WANT TO GROW UP TO BE AS A KID? The next Bobby Orr

I was an out-of-shape guy when my younger brother died of leukemia in 1995. Three years later my younger sister got a bright idea to run a marathon for the Leukemia & Lymphoma Society and that got the wheel rolling. I was really inspired by running with that group – not only by the patient heroes but all the coaches and the mentors that I met. I saw how much running meant to them and their lives and I wanted to join that group. As I had 17 years of retail experience - the last 11 with big boxes – I combined my newfound passion of running with the experience to create a very niche business around the running community in Pittsburgh.

HOW DID YOU START YOUR BUSINESS?

I ran and cycled just enough to stay in shape to play hockey. And I also can’t say I love it now. I’m slow and I get passed a lot. But when you start really running, you realize how cathartic it can be when you’re able to think without distractions for two or three hours. I can say it really feels good when Icome back from running and my mind is clear.

SO YOU WEREN’T MUCH OF A RUNNER?

WHAT’S SO SPECIAL ABOUT RUN SPECIALTY? I love the running community

and I’ve made so many friends in running. It’s the most motivated, dedicated and fun group that I’ve ever met. I’ve also experienced what running can do for people. I personally was a 280-pound guy and at one point I got down to 235. And I’m a big guy - 6’3”, with very broad shoulders - not a typical runners build. So when I started the business my main mission was to be the hub of the running community. The second mission was to make a difference in people’s lives. It’s much more than selling product. We want to be the place where people say, “Hey, those guys changed my life.” Or, “Those guys taught me to stay injury free.”

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SGB PERFORMANCE l APRIL 25, 2011

from a retail standpoint. The first was A Little Convenient Food Mart - that’s its actual name - in Cleveland. I worked there from age 14 to 21. It was also the place where my mom and oldest brother worked.

It was one of those local shops that everyone in the area used and where you always ran into someone you knew. I watched the owners and how they treated everyone like family and they knew everyone. I think my running store works the same way. From there I went to May Co. as a floor manager and buyer at a couple different divisions in Cleveland and Pittsburgh and for a short time was an assistant store manager at Kohl’s. I learned the hard driving side of the business that comes with the big boxes as well.

You never do the same thing every single day no matter how you plan it.

One of my associates describes it as ‘controlled chaos.’ It’s different, it’s unique and it’s crazy every single day. But we know what we’re doing and we have under control. Running a race works the same way. If you look at the race from the beginning, it looks like chaos with the intensity and everybody so close to each other. But within that chaos there’s also a rhythm. I love the craziness and the excitement of retail but also the fact that you can help control it in some fashion.

WHAT DO YOU LOVE ABOUT THE DAY-TO-DAY WORKING OF RETAIL?

My family is my other passion. Going to watch my two daughters play soccer. Just hanging out with my wife, Sheryl, and the whole family on a lazy, sunny afternoon. I also have a very strong faith so my church takes up a lot of my time when I’m not in the store.

WHAT ELSE DO YOU DO OUTSIDE THE STORE?

HOW WOULD FRIENDS DESCRIBE YOU? The

running joke is I’m a hockey player who owns a running store. But most people who have spent more than a few minutes with me also consider me a little freaky and I’ll live with that. Everything I do I do at 110 percent.

WHAT WOULD YOU BE DOING IF YOU WEREN’T DOING YOUR CURRENT JOB?

I would probably own a landscaping company. I love working on my yard.

HOW IS THE PITTSBURGH RUNNING COMMUNITY DIFFERENT THAN OTHER CITIES? One

thing you’d notice if you run the Pittsburgh Marathon is it’s not one big city but all these little cities. People are very proud of their local running communities. They know each other and want to hang out with each other. They might drive through a parking lot before as race and if they don’t see some of their friends, they’ll call them up to see if they’re at another race. So Pittsburgh has a very small-town feel for as big a region as it is.

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