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OCT2009
VOLUME 4 | ISSUE 10
CROSS
COUNTRY
2010 SHOE TECHNOLOGY
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OCT2009
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4 Mizuno Inks Deal With Runner Moeller
Saucony To Focus On Elite Athletes; Overall Male Consumer
5 Implus Footcare Relocates Headquarters
Brooks Sports Announces Multi-Year Partnership
with Rock n’ Roll Marathon Series
New Balance Celebrates 20th Anniversary of Komen Partnership
FEATURES
6 Cover Story Cross Country 2010 Shoe Technology
10 Catching On Arm Sleeves Expand Running Specialty Apparel Offerings
12 A Visible Trend Running Specialty Brands Raise Runner’s Visability After Dark
15 Arch Enemy Thinking Outside The (Shoe)box
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NEWS
Mizuno Inks Deal with Runner Moeller
Mizuno USA, Inc. recently signed a four-year endorsement deal
with runner Erin Moeller, according to a release by the company.
Moeller joins a host of runners who have signed with the Mizuno
Race Team over the past year. Mizuno said its Race Team will help
the company build upon its leadership position in the specialty
running category.
Moeller, from Mt. Vernon, IA, ran for Wartburg College, where she
was a collegiate Cross Country All-American. She has since moved
on to longer distances, focusing primarily on the marathon. In the
nine marathons she has entered and completed, she has finished
in the top 10 six times, with wins at the 2007 Cellcom Green Bay
Marathon and the 2004 Napa Valley Marathon. In 2008, she finished
in 10th place in the United States Olympic Trials Marathon, setting a
personal record of 2:36:51. Also, in 2008 Moeller was ranked as one
of the Top 12 Road Racers in the USA by Running Times.
“Erin Moeller is one of the top-ranked road runners in the United
States and she keeps improving her times,” said Ron Wayne,
Running
Promotions
Manager for Mizuno
USA.
“I
am
extremely
grateful to Mizuno for
believing in me and
my ambitions, and for
inviting me to join the
Mizuno Race Team,”
said Moeller. “I am committed to training hard and racing after
my dreams in an effort to represent both Mizuno and myself. I am
hopeful this is merely the beginning of a wonderful and lasting
relationship.”
Moeller is married with two children and resides in Mt. Vernon,
IA. She is currently training and participating in road races, with
her sights set on competing in the marathon for the United States in
the 2012 London Olympics.
Saucony to Focus on Elite Athletes;
Overall Male Consumer
In fulfilling his vision of Saucony becoming
the next great global athletic brand, President
Richie Woodworth noted that it is imperative
for the company to do a better job attracting
male customers.
Speaking at the Annual Institutional
Investor Conference for Saucony’s parent,
Collective Brands International, Inc.,
Woodworth said the new focus came after
Saucony found it was noticeably overindexed in women and under-indexed in men.
"We said, 'Okay, if the marketplace is 62%
men, 38% women, what are we?' Boom, we're
exactly the opposite," said Woodworth. The
challenge, however, was attracting more men
to the brand without alienating its "extremely
loyal" women consumers.
Tapping consumer insight research,
Saucony learned it has to do a better job
reaching the young male runner - particularly
the young sprinter as opposed to the longdistance runner. Through its research,
Saucony determined that many 16-20-year-old
sprinters are also their school’s running
4 PSR | performancesportsretailer.com
backs. "So he's the stud in the school, right?"
said Woodworth. "[As a] running back, he’s
got the varsity letter, but in the spring, he
runs the 100 [meters] and he's still the stud
on the track."
Woodworth feels that converting this
athlete to Saucony would not only give the
brand authenticity and credibility, but would
also give the rest of the student body a reason
to purchase the brand.
That gave Saucony's designers the impetus
to create what they saw as the best track &
field shoe on the market. But it was particularly
important to get the brand in the sporting
goods channel where the running back buys
his cleats and equipment, Woodworth noted.
As such, the line will be sold to Dick's Sporting
Goods and supported next year by a Spikes
Nights campaign at the chain.
Woodworth also outlined numerous other
strategies to grow the brand.
First, although Saucony gained almost a
two-percentage share in run specialty alone
last year, Woodworth noted that the company
is still identifying ways to convert people from
Asics to Saucony. As such, promotions are
being planned to encourage more runners to
try Saucony.
Another major growth area is the sporting
goods channel, which Woodworth said
has the most potential for growth on an
immediate basis.
Saucony also plans to develop a
"meaningful apparel business," and envisions
sales tripling in the near term on a small base.
The Saucony apparel brand was launched in
2008 after the Hind brand was discontinued.
Woodworth also noted that putting the brand
name on a bag or sweatshirt "really helps
elevate our brand in ways that we can't do
with just footwear."
Internationally, Europe will be a focus with
aligned strategies set up in Germany, Benelux
and the U.K.
While he didn't elaborate, Woodworth also
sees an opportunity to target males with the
Originals retro line.
This fall, Saucony will launch E-commerce
for the first time, and the brand also
continues to reach its fan base through social
networking activities such as expos and
races. Saucony is also working with retailers
on fit programs and even has a mobile van
attending events that biomechanically fits
runners.
Last year, Saucony also shifted from using
multiple factories, creating the Saucony
Development Center in China to drive
innovation. "Technology doesn't always have
to come from your kitchen or in your back
design room,” Woodsworth said. “It can come
from a lot of different places - and one of those
is through our unique partnership with our
factory in China."
Woodworth said the Saucony brand has
been growing at double-digit rates over the
last few years -- including adding $23 million
in 2008 -- and is now a top three running
brand. Needless to say, Woodworth expects
the momentum to continue to build.
Implus Footcare Relocates
Headquarters
Implus Footcare, LLC's new 262,000 square foot headquarters and
distribution center in Durham, NC, has been completed. The new
building will centralize distribution of all Implus brands and provide
more space for its staff, according to the Triangle Business Journal in
North Carolina.
The shoe accessories company, which sells the Sof Sole, Airplus and
Apara brands, has relocated from a 130,000-square-foot warehouse
building in Morrisville's Globe Center Industrial Park.
ASICS America to Open
First U.S. Flagship Store
ASICS plans to open its first store in the U.S. this fall, at 42nd St.
and 6th Ave. across the street from Bryant Park in New York City,
October 22. The location focuses exclusively on running, with the
opening timed around the November. 1 New York City Marathon.
ASICS is a major sponsor of the marathon.
Heather Spears, spokesperson for ASICS America, said the
Manhattan location will mark ASICS' third store. A store in
London opened in October 2008 while the first in Tokyo opened
in February 2007. ASICS Chairman, Kiyomi Wada will make a rare
U.S. appearance for the ribbon-cutting ceremony.
At an event showcasing its Spring 2010 collections in New
York City, ASICS officials also revealed plans to enter the golf and
lacrosse categories in the U.S. for the first time.
Superfeet Bolsters Sales Force
Superfeet Worldwide Inc. has hired four experienced sales reps to keep
pace with its continued growth across the U.S. The company also
named Doug Geddes as national sales manager of Superfeet Canada.
In the U.S.,Trevor Patterson joins Superfeet as a sales representative
in the Northwest. Patterson, who has 9 years of experience with
Burton Snowboards, has relocated to Seattle to cover the Northwest
urban market and to lend his sales and marketing knowledge to
continue building the current Superfeet sales team in Washington,
Idaho, Oregon and Montana.
Ryan Green will be based in Superfeet’s Northern California
market, and joins the company after 10 years with The Rossignol
Group. Green’s sporting goods experience is in sales and a strong
background in marketing, promotions and product management.
Dave Tanaka is based in San Diego to support and stimulate the
company’s Southern California team with his longtime experience
selling Superfeet. Tanaka started his career at Chick’s Sporting
Goods in Ski Hardware Sales in 1984, and was the Sr. Assistant
Buyer for Chick’s since 2001.
Matt Gooch, M.Sc.,C.Ped., is now representing Superfeet in the
Southeast, specifically the Carolinas and Tennessee. The company
said Gooch’s experience as a trainer and foot health educator for
Fleet Feet Sports will be key in promoting Superfeet in the Southeast.
As mentioned before, Superfeet Canada Inc., a subsidiary of
Superfeet Worldwide Inc., has appointed Doug Geddes as Canadian
National Sales Manager. Geddes has over 18 years of experience
managing company sales and marketing teams as well as owning
his own independent sales agency.
New Balance Celebrates
20th Anniversary of Komen
Partnership
New Balance has embarked on a comprehensive marketing program
to celebrate the 20th anniversary of its partnership with The Susan
G. Komen Foundation Race for the Cure. The program includes a
video highlighting the long-standing relationship, a custom YouTube
channel and a retail component.
New Balance has introduced Running on Hope, an eight-minute
video that chronicles New Balance’s efforts over the past 20 years to
partner with Susan G. Komen Race for the Cure in the fight against
breast cancer and takes viewers on a journey through a “day in the
life of the Race for the Cure.” The video follows Jill Whitaker and her
mother Jeanette Ormond, a breast cancer survivor, at the Global Race
for the Cure® held in May, 2009 in Washington, DC.
New Balance has developed a custom YouTube channel where
Running on Hope can be viewed; www.youtube.com/runningonhope.
The channel also offers information about the full Lace Up for the Cure
footwear, apparel and accessories collection, retailer information, and
details about the 20th anniversary of New Balance’s partnership with
Susan G. Komen Race for the Cure.
New Balance’s retail partners will debut new in-store marketing
materials that highlight the 20th anniversary with the tagline “For
20 Years We’ve Been Running towards the Same Goal.” Additionally,
LCD screens will display a two minute version of Running on Hope.
Consumers will also receive an “Experience the Race for the Cure”
gift with a minimum $100 Lace Up for the Cure collection purchase.
The gift with purchase includes a custom gift box, USB flash drive that
contains the Running on Hope video and breast health information,
a “Pink Ribbon Workout” DVD from ExerciseTV and a New Balance
Lace Up for the Cure pin and temporary tattoo. Finally, stores will be
raising funds for their local Komen affiliate by offering consumers the
opportunity to purchase a pink shoe pin-up for a $5 donation. With the
donation, each consumer will receive a $10 coupon toward their next
purchase of $75 or more.
performancesportsretailer.com | PSR 5
Picking
up the
Pace
2010 Shoe Technology for the Cross Country Runner
By Mackenzie Lobby
Cross country athletes are arguably the most adaptable runners around.
While they may log many of their training miles on roads, it is the degree to
which they are able to navigate challenging and unpredictable terrain that
defines their level of skill and degree of experience. Most cross country
runners opt for a performance running shoe for training, which provides
optimum support and cushioning. Likewise spikes used in race-specific
footwear are often lighter weight while adding valuable traction benefits.
The selection of cutting-edge technologies coming down the pipeline for 2010 for both running shoes and spikes is extensive. Advances in
performance running shoes include softer, more durable midsoles, genderspecific construction and advances in the fit of the upper. At the same
time, spikes are improving in terms of barefoot-fit technology and traction
control. Whether it’s a long training run on the road or a rooted and rocky
trail in a race, the 2010 line of running shoes and spikes offers the latest and
greatest in running technology.
Performance Running: Midsole Technology
ASICS continues to market its ever-popular gel cushioning system,while simultaneously trimming the weight from most of their shoes. Their SoLyte and Duomax
midsoles are also evolving as they are blown to differing degrees of density
depending on the model.
“We continue to add innovation on our top performance models like the Kayano
and Nimbus series, which has met the expectations of our loyal consumers,” says Jim
Monahan, vice president of footwear at ASICS America.
Other companies have followed suit by continuing to update their midsole technologies as well. New Balance’s latest foray into cushioning resulted in their new
“N-Ergy” system, which allows for a durable midsole with a flexible and more
responsive ride. Most impressive is the distribution of weight on the N-Ergy midsole.
Rather than absorbing all the shock in the heel and forefoot, the stress is distributed
across the entire strike zone.
Mizuno touts a similar message regarding responsiveness. Its new AP+ midsole,
to be released in the Wave Creation 10, Wave Nirvana 6 and Wave Elixer 5, offers a
“bouncier” feel. The AP+ will have 10% more rebound than the original AP midsole,
which is perfect for the cross country runner who puts in significant mileage.
Champion Ethiopian long-distance runner Tirunesh Dibaba collected hardware
6 PSR | performancesportsretailer.com
FEATURE
from three World Cross Country Championships while training and
racing in Mizuno’s performance line of running shoes.
Saucony, long known for its plush midsoles, continues to tweak its
ProGrid technology. The flagship cushioning shoe for Saucony in 2010
will be the ProGrid Triumph 7, which will boast better heel cushioning
that comes as a result of the signature “Super Rebound Compound.”
The ProGrid Triumph 7 will also feature blown rubber built into the
outsole for a better heal-to-toe transition which results in the shoe
having a great try-on feel. Anthony Famiglietti, a Saucony-sponsored
runner and owner of the fastest 5 km ever run on U.S. soil, prefers the
lighter-weight Progrid Ride, which still has the plush feel of a Saucony
but with less bulk.
Performance Running: Construction Focused
On Gender
Gender specificity is the newest preoccupation for many running
shoe companies and after conducting extensive research on the
subject, ASICS will lead the way into 2010. The heel of the women’s
Kayano 16 will be 3mm higher than the men’s version to take pressure
off the Achilles tendon. Softer cushioning and a larger space trusic in
the women’s model also takes into account a woman’s smaller frame
and the need to allow the planter fascia to flex more. Deena Kastor,
two-time World Cross Country silver medalist and seven-time U.S. 8 km
Cross Country champion, has long trained in the Kayano.
Mizuno has also thrown its hat in the proverbial gender-engineering
ring. Since most women pronate more because of a wider pelvis, the
company built in more pronounced flex grooves and a rounded heel to
assist in a softer landing. This is meant to slow down the inward roll of
the ankle, thereby reducing pronation.
“We have learned through extensive research that there are fundamental differences between the running styles of men and women,”
said Rod Foley, Director of Marketing Running Footwear at Mizuno
USA. “Gender Engineering adjusts to those issues by creating shoes
that more closely fit the different running styles of the male and female
runner, in return maximizing performance.”
Saucony’s ProGrid Triumph 7 features Saucony’s premium neutral
cushioning, making for a soft ride and snug arch. An increased Super
Rebound Compound in the heel provides improved cushioning on
impact and more blown rubber in the outsole giving a softer road feel.
A newly-added midfoot support bridge assists in better arch support.
MSRP $125
Saucony’s Shay XC, named in honor of the late Ryan Shay, a Notre
Dame cross country All-American and Saucony-sponsored runner,
showcases a carbon rubber outsole that surrounds the spikes for
traction on everything from pavement
grass.ofThe
latest version
Phototocourtesy
JMKphotography.com
also includes greater midfoot support from the upper construction.
MSRP $65
Performance Running Shoes: Upper Construction
While companies often shy away from making drastic changes
to the midsoles of popular models, many of them continue to tweak
the uppers. ASICS has gone to an “Asymmetrical Lacing Design”
and “Biomorphic Fit” in its line of performance running shoes. These
advances are designed to follow the bony top-line of the foot to create
a wrap-around fit.
Mizuno is also working on creating shoes that literally feel like part
of your foot. The company has improved its “Dynamotion Fit” in the
2010 line by offering a two-way stretch mesh in the forefoot, which
flexes with each step. This has been shown to help hold the foot in a
centered position over the midsole rather than forcing it to shift during
each toe-off.
Asics’ Japan Thunder 3 distance spike features a soft upper and
plush heel collar giving it a sock-like feel. MSRP $100
Spikes: Upper Construction
Since the midsole of a cross country spike is relatively minimal, the
upper has become an increasingly-popular component to improve upon
performancesportsretailer.com | PSR 7
How To:
Organizing a
Team Shoe
Fitting Night
As a running store, there are numerous ways you
can play an integral role in supporting local cross
country and track teams. Team shoe fitting nights
are one great way to solidify your store’s standing
in the hearts and minds of runners and coaches in
your respective area. Not only are fitting nights an
efficient way for you to sell shoes to a number of
customers in a short period of time, they’re also a
great opportunity for team bonding.
Begin by contacting local coaches at area middle
schools, high schools and colleges before the
season starts. Most coaches prefer their runners
begin the season with a new pair of shoes, and by
scheduling these nights ahead of time, you can
ensure you have adequate staff. Don’t forget to ask
how many runners are on the team - this will certainly
dictate your staffing plans.
Work with sales representatives from the various
shoe companies to arrange potential giveaways
during team shoe fitting nights. If a company rep
knows they are going to have a captive audience,
they are often more than willing to donate gear such
as spike bags and socks. After all, who doesn’t love
a little “schwag”?
Also, think about offering water, sports drinks and
bagels. This is especially a hit if the team goes on
a run from the store beforehand. They’ll love this
because it allows them to run in a new place. Offer
a route or two to the coaches if they are unfamiliar
with the area.
If the team is particularly large in number, suggest
that half of the team go for a run while the other half
gets fitted. Then, have them switch. Get one runner
started with two to three pairs of shoes and then
move on to the next, periodically checking in with
the first. Runners tend to be patient when they’ve
set aside the time to attend a shoe fitting night. By
making it an event rather than simply a shopping
experience, they will take pleasure in comparing
shoes, snacking on refreshments and enjoying the
company of teammates.
By establishing these young runners as customers
early on, they’ll continue to return long after they’ve
shed their caps and gowns. In addition, coaches that
are satisfied with their team’s fitting experience will
bring their runners back year after year. Shoe fitting
nights are a way for your store to form long-lasting
partnerships with local teams. Team spirit and loyal
running customers go hand-in-hand.
8 PSR | performancesportsretailer.com
in the spike category. Coming in 2010 is the ASICS Japan Thunder 3 distance spike,
which will feature a soft upper and plush heel collar to give it a seamless fit and
sock-like feel. This makes the shoe particularly comfortable to wear without socks.
Similarly, Saucony’s Shay XC spike also showcases a soft upper, which flexes
without any bite at toe-off. Named in honor of the late Ryan Shay, a Notre Dame
cross country All-American and Saucony-sponsored runner, the booty construction of the original Shay XC will only improve in the 2010 version with greater
midfoot support from the upper construction.
As a tribute to the fallen runner, the Shay XC has garnered much attention and
accolades thus far. In addition, Saucony’s recent sponsorship of the Foot Locker
Cross Country Championships and the USA Cross Country Championships has
secured the company’s place in the hearts and minds of cross country runners.
“As participation in track and cross country continues to grow, we intend to be
there every step of the way, not only with innovative products that enhance the
young runner’s experience, but with programs that help educate and inspire as
well,” said Mary O’Brien, vice president of marketing for Saucony.
Spikes: Traction Control
Traction is of the utmost importance to the cross country runner. Besides the
actual metal spikes, many of the 2010 shoes will offer other traction control mechanisms. The Japan Thunder 3’s decouple spike plate and “Sharkskin” heel will
assist with both flexibility and heel grip on unpredictable cross country terrain.
Mizuno Wave Creation 3 features Mizuno’s Wave technology, which disperses
impact forces uniformly over the length and width of the midsole, providing
unrivaled cushioning. It resists over-pronation and relieves stress on the ankle and
knee joints while minimizing excessive midsole collapse as the foot lands.
MSRP $135
Similarly, the Shay XC showcases a carbon rubber outsole that surrounds the
spikes for traction on everything from pavement to grass. Mizuno’s Kaze spike
will be yet another shoe for cross country runners to look for in 2010. It’s traditionally aggressive tread outsole makes for a “grippy” feel beyond what metal
spikes can provide.
For every mud puddle jumped and hill scrambled, cross country is about
running fast - pure and simple. The 2010 shoe selection for cross country
runners offers a wide array of new features that are sure to make an impact in
both training and racing.
IQ
1
Running Footwear dollar sales for September were
a. Just Below Flat
b. Up Low-Singles
c. Down Mid-Singles
d. Up High-Singles
2
Running Footwear average
selling prices for September were:
a. Flat
b. Up Mid-Singles
c. Down High-Singles
d. Up Low-Teens
3
Performance Running Footwear dollar sales for September were:
a. Flat
b. Up Low-Singles
c. Down High-Singles
d. Up Mid-Teens
4
Fashion Running Footwear dollar sales for September were:
a. Flat
b. Up Low-Singles
c. Down High-Singles
d. Up Low-Singles
7
Running Apparel average selling prices for September were:
a. Flat
b. Up Low-Singles
c. Down Mid-Singles
d. Down Low-Teens
5
All Trail Running Footwear dollar sales for September were:
a. Just above Flat
b. Down Mid-Singles
c. Up Mid-Singles
d. Up Low-Teens
8
What retail channel did Running Apparel experience the most growth for September?
a. Full-Line SG
b. Athletic/Urban Specialty
c. Internet/Catalog
d. Discount/Mass
6
Running Apparel dollar sales for September were:
a. Flat
b. Down Mid-Singles
c. Up Mid-Singles
d. Down Low-Teens
9
Reflective dollar sales for September were:
a. Flat
b. Down Low-Singles
c. Up High-Singles
d. Down Low-Teens
10 Reflective average selling prices Know More.NOW.
for September were:
a. Flat
b. Up Mid-Singles
c. Down High-Singles
d. Up Low-Teens
A Service of The SportsOneSource Group
www.SportScanInfo.com
For more information please call 704.987.3450
or email us at SportScan@SportsOneSource.com
Answers: a, a, d, c, a, b, c, a, d, b
NOTE: Answers are for trade channels covered by SportScanINFO only and do not reflect specialty retail, better department stores, big box outdoor stores, Walmart or Target.
Photo courtesy of Moeben
CATCHING ON
Arm sleeves expand running specialty apparel offerings
Hardcore road cyclists have long used arm
and leg sleeves to keep them comfortable in
inclement and cool weather. Today, runners
have also turned to arm sleeves to supplement
their technical apparel collections.
Paul Willerton, VP of marketing at DeFeet,
says sleeves have always been such an
integral part of a cycling uniform, and
DeFeet thought it only practical that they be
worn by runners, as well. “Marketing from
other companies is opening up the product
category,” he says. “We are very happy that
the running world is starting to see the value
in the product. We’re going to fit right in.”
Ellen Cassidy, communications manager,
Penguin Brands Inc., parent of Nathan
Performance Gear, says, “As running gets
more and more technical, runners themselves
are looking for items like sleeves that help
improve their performance.”
Ryan Oliver, director of marketing at
Zensah, acknowledges some retail and
consumer education is still needed, and
notes that originally, there was speculation
regarding wearing sleeves for running. “In
time,” he says, “we were able to educate
the market and get endorsements. When
you have elite runners wear your products
10 PSR | performancesportsretailer.com
at the Boston Marathon, that makes a
world of difference. Once the retailers bring
it in, the customers start wearing them and
word spreads.”
Shannon Farar-Griefer, founder of Moeben,
says sleeves started out as accessories but
are becoming a central article of clothing for
runners because they work in every weather
condition from the wind, rain, snow, hail and
120 degree heat.
An ultramarathoner with several Western
States 100 and Badwater Ultramarathon race
finishes to her credit; Farrer-Griefer spent the
last two months of a pregnancy on bed rest.
She used the time to create a way to protect
her arms instead of wearing cut off socks or
bulky cycling sleeves.
Named after the combined names of two
oldest sons, Moeben was launched at the 2007
Western States 100 mile endurance race. FararGriefer gave away hundreds of pairs of sleeves
to race competitors. “About a week later, I was
bombarded with phone calls and e-mails from
people and retailers wanting to order them,”
she recalls. Farar-Griefer continues to compete
in ultramarathon events and has personally
tested the brand’s line extensions, which now
include bamboo and fleece models.
By Lou Dzierzak
Arm sleeves offer a number of benefits to
runners including temperature regulation,
compression and UV protection. “By covering
your arms, you can deal with a huge range of
temperatures,” Willerton says. “A lot of people
don’t like to start out running cold, but they
heat up quickly. All of a sudden, they are way
too hot. Armskins allow you to either remove
them and put them in a pocket or roll them
down.” Willerton notes that trail runners
also use sleeves to protect themselves from
scrapes and cuts from trailside brush.
Brands like Zensah, Smartwool and Nathan
are introducing arm sleeves with unique
feature sets. Zensah’s approach focuses on
compression technology, and Oliver notes
that the category is continuing to grow.
“The compression category is growing
tremendously,” he continues. “Runners
have been adopting sleeves to cover muscle
groups as part of their running. As more and
more people are educated about the benefits
of compression we will see more adoption.
We see this as just scratching the surface of
the potential.”
In addition to compression features,
Nathan’s sleeves use 3M Reflective materials.
“We wanted to create an all-in-one running
sleeve that had several benefits for runners and went along with
the compression trend we are seeing with retailers and athletes,”
Cassidy says.
While technical features are attracting runner’s attention, Farar-Griefer
has seen success by addressing fashion aspects of sleeve design. “Why
can’t we have fun and look good while we are out there?” she asks.
“Running is our expression of freedom. Women are more interested in
fashion but men are definitely not just wearing the white, red and navy.
They are wearing our plaid, camouflage and argyle styles.”
DeFeet and Moeben also offer custom programs to create branded
sleeves for events and specialty running retailers. “Retailers can
customize sleeves with their logos, colors and designs,” she explains.
“They can get as wacky as they want with it. It’s a great logo and
advertising space. Running specialty stores that capitalize on that will
get their logos out there in a new, unique and very visible way.”
Gazelle Running in Michigan carries arm sleeves but treats them as
a niche product. Owner Chris Lampen-Crowell notes that compression
features could change that. “The real uptick is in compression,” he says.
“I think that has certainly opened the door and arm sleeves are certainly
part of that equation.”
Lampen-Crowell has seen competitive runners purchase arm sleeves
but wonders if “mid” and “back-of-the-pack” runners will follow suit. “We
haven’t seen the needle move dramatically,” he says. “Time will tell.”
On the other end of the spectrum, Willerton sees great potential for
the category. “The running market is going to keep growing. We’re going
to see continued growth in that product category for several more years.”
Runners are constantly seeking out new products and technologies
to enhance their performance, and arm sleeves are quickly becoming a
staple in the savvy runner’s technical apparel collection.
Spenco_PSR_Oct09_out.pdf
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11:39:58 AM
Photo courtesy of Moeben
A Visible Trend
Running specialty brands raise runner’s visibility after dark
By Lou Dzierzak
Photo courtesy of Saucony
November 1, clocks across the country will fall back one hour with
the end of Daylight Savings Time. As darkness comes earlier every
day, runners face heightened risks from drivers who aren’t paying full
attention. According to the National Highway Safety Administration’s
National Center for Statistics and Analysis on average, a pedestrian
is killed in a traffic accident every 113 minutes and injured every eight
minutes. Fifty-three percent of accidents occur between 4 pm and
midnight, with 23 percent of those happening between 4 pm and 8 pm.
If darkness isn’t enough to worry about, increasingly-distracted
drivers can imperil roadside runners. The problem is becoming so
severe that Transportation Secretary Ray LaHood recently convened
a two-day Distracted Driving Summit in Washington, DC to address
the issue. LaHood announced new research findings from the
National Highway Traffic Safety Administration (NHTSA) that show
nearly 6,000 people died and half a million more were injured in 2008
in crashes involving a distracted or inattentive driver.
This fall, Nathan Performance Gear, Brooks, Saucony, Fuelbelt and
GoMotion are launching initiatives and expanding product lines
designed to keep runners visible and safe 24 hours a day.
The Run Safe Initiative
After hearing too many tragic stories about injured runners from
specialty retailers, Nathan Performance Gear has launched the Run
Safe Initiative. The program encourages runners to follow three steps
to increase their personal safety. The initiative recommends runners
carry identification and a cell phone and wear reflective clothing or
accessories.
“Everyone understands how important it is to carry identification,”
says Megan Russell, vice president of marketing and sales for Penguin
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Brands, Inc., the parent of Nathan. “The problem is [that] people don’t
like switching their license from pocket to pocket or putting it into a
pack. The Nathan ID tab can be filled out and marked once.”
To date, over 40 retailers have signed on to Nathan’s Run Safe
Initiative. “It’s been positive that people are signing up and spreading
the word, but there is a bittersweet element to it,” Russell continues.
“A good percentage of the people who join, say ‘this is so important’
and then tell horrible stories about people getting hurt. We’re
hearing all these sad stories but we are hoping we are going to be
able to prevent these stories by spreading the word, getting people in
reflective [gear] and having identification, so that if something does
happen, they can get help and get their family notified.”
Nathan’s program asks specialty retailers to fill out an online
pledge, promote the basic principles of the initiative, invite customers
to pledge to “run safe” in-store, and to stock Nathan reflective vests
and accessories. Participating retailers receive free in-store Run
Safe signage, free Nathan products and reimbursement for $50 gift
certificates to be used as prizes for customers who pledge.
Blazing Orange
In late September, Saucony, Inc launched the ViZiPRO Collection,
a new line of highly-reflective performance apparel and accessories.
The ViZiPRO Collection includes gender-specific jackets, vests, sport
tops, headgear and gloves.
Sharon Barbano, Saucony’s VP of public relations, explains
ViZiPRO’s strategic mission. “Saucony’s focus has always been
to protect the runner and enhance the running experience,” she
says. “Safety is an aspect that needs to be added. We runners are
Photo courtesy of New Balance
still out there when there is less light and we don’t want to give
that up. We wanted to create a run safe
environment for runners.”
Saucony is using a luminescent neon
orange color to achieve its visibility objectives
and differentiate the brand from competitors.
Thom Gridley, director of design for Saucony
apparel, explains, “We wanted product
distinction and we realized that the orange
[color] during daylight hours seemed to be a
better solution to neon yellow because of the
color saturation. You get a lot more intensity.
The darker it gets during the day the more
vibrant the orange becomes.”
Saucony reports that according to
industry-standard
chromaticity
testing
results, the ViZiPRO fluorescent orange fabric
rated highest in visibility in the running
industry. A chromaticity test measures the
relative visibility of reflective and fluorescent
materials and determines which materials
provide the greatest visibility.
Gridley also notes that people are
predisposed to proceed with caution
when they encounter neon orange. “We’re
considering psychology of color in design.
Our wear testers note that when [runners]
wear orange, cars are slowing down purely
on the recognition of the safety color.”
In addition to the fluorescent orange color
that dominates the collection, the collection
uses 3M 360-degree reflective trim. Several
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10:33 AM
pieces in the apparel line feature a small
sleeve holster that holds a blinking LED light
to increase visibility. Gridley says, “We use
reflectivity in motion areas so that it catches
light and motion. People react to things that
are reflecting and moving at the same time
more than a static item.”
Gina McCabe, business communications
supervisor for 3M Visibility and Insulation
Solutions, notes that 3M has more than 70
years of experience constructing reflective
materials. The company’s reflective products
that meet standards created for occupational
safety are now being used in consumer
applications like running. “Fluorescents can
be used as background materials,” McCabe
says. “The fluorescents really help visibility
during low-light conditions in daytime and
dusk where there is still some sunlight to
play off of it. Scotchlite Reflective Material is
retro-reflective, so with a headlight shining
on it, the material returns the light to the
original light source, which would hit the
driver’s eyes.”
Nathan also uses 3M Reflective Material.
Russell agrees with the need for multiple
points of reflectivity. ”By adding reflective
[materials] on hands and ankles, that tells a
driver that’s there’s a runner,” she says. “The
driver understands they need to be careful
about that object in the distance.”
She adds, “Part of the problem with
reflective in the past was that so many pants,
jackets and shoes were using small hits of
reflectivity so that runners had a belief that
‘this is enough.’ But, it wasn’t enough or
strategically placed to alert drivers.”
Clint Agar, co-owner of Duluth Running
Co. in Duluth, MN, believes reflective
materials are effective in the right application.
Agar offers a caveat. “It’s not just about
the technology itself - it’s also about the
placement,” he says. “Placement is almost
as important as anything. A reflective piece
on your back isn’t going to be as important if
you are running forward towards traffic.”
The Nightlife
Lauren Blanda, apparel buyer at City Sports
in Boston, MA, has seen customers embrace
safety-oriented apparel. “They realize they
need that product for their own safety,” she
says. “They realize there is more of a need for
it. As a retailer, if you can show them where
to get it, it becomes very easy.”
At City Sports, Blanda reports increased
interest and purchases. “I’m really impressed
with sales so far - even before daylight savings
time,” she says. “In early fall, visibility product
[sales] have really taken off. Accessories
sales are good, but one of the things we’ve
seen is how much opportunity there is in
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the apparel aspect of it. The customer is less
afraid to invest in a $100 jacket as opposed
to a $20 vest or $5 light. The Brooks Nightlife
Collection is the best out there in the market
right now. It’s a tight assortment.”
Introduced in 2008, Brooks Sports Nightlife
Collection now has over 20 high-visibility
pieces in the line. Michelle Ave, Brooks’
running director of apparel, says the brand
is committed to the safety of runners. “In
our mind, high visibility is as important as a
helmet to someone at a job site or goggles
for someone [who] works in a lab. This is
something runners should have in their
arsenal of equipment. It can be stylish and
good looking. But the functionality is first
and foremost to keeping the runner seen
and safe. Runners are definitely taking more
responsibility. They take it very seriously.”
they will see something reflective. We have
flashing red lights built into the back of the
product and the high-output light gives you
a lot of visibility on the road. Reflectivity is
there as backup and a closer-range reminder
that a person is there.”
Nightlife collection is signature to Brooks but
we’ve just scratched the surface of what we
can bring to runners in this area.”
“We were very excited when Brooks made
the Nightlife collection into a year-round
collection and started offering spring pieces
like the Nightlife singlet,” City Sports’ Blanda
Visible 365 Days
says. “It sounds kind of crazy but then you
While the coming shift in Daylight Savings realize there is definitely an opportunity
Time attracts attention to reflective apparel for that. People are still running at dusk
and accessories, brand executives and and during the summer people will run at
retailers see a year-round market opportunity. night and need that visibility option. There
Malik is optimistic about the potential is definitely a year-round opportunity but it
of safety products. “The opportunity is does peak near daylight savings time.”
huge,” he says. “I think everyone would
Saucony also plans to expand the ViziPRO
agree that in this day and age, there’s no collection in Spring 2010 with shortsleeve
excuse to be outdoors with(out) some tops and lighter apparel for spring and
reflective technology built into your apparel summer. “It’s a year-round collection that we
or accessories. In fact, I think it’s a bit of will continue to cultivate,” Barbano says.
GoMotion’s Craig comments, “There is
surprise when you see someone out in the
Flash of Light
certainly a cycle to it. From now to the end of
dark without it!”
Reflective apparel and accessories
the year, sales will spike. We are seeing
certainly go a long way in increasing
continuation of sales from runners
visibility. In many cases, reflectivity
who are forced to run later at night in
is built-in across product lines
summer. People are also running at
as opposed to being offered as a
night in southern areas to get away
separate collection.
from hotter temperatures.”
Fuelbelt offers LED lights, reflective
At the other extreme, when
vests, armbands, waistbands, ankle
temperatures fall, runners will
bands and headlamps. The majority of
use reflective vests in addition to
NOW YOU SEE HER
NOW YOU DON’T
jackets. Duluth Running Co. has seen
the company’s 120-product collection
significant growth in reflective sales
includes reflective properties. Vinu
even during frigid Minnesota winters.
Malik, founder of Fuel Belt notes,
“Last season we saw a lot of growth,”
“Runners are out there at all hours of the
day or night, so it makes sense to build
Agar says. “Customers are starting
to look for it. It’s definitely a growing
these features into all of our products.”
part of our fall sales. Vests have
FootWorks’ Huseby says, “NathanPhoto courtesy of New Balance
grown the most. What’s the point of
and Fuelbelt make their products
buying a mid-layer that is reflective
very user-friendly and effective. They
when temperature drops and you are
will take their water belts and put
wearing a jacket over it? Vests are
reflectivity all over them. Now, you’ve
easy to put on and more versatile.”
accomplished your hydration, safety
Malik sees opportunities in every
and reflectivity all in one concept.”
season. “Reflective material is key
As noted, another active safety
option in Fuelbelt’s product mix that
to everyone in all climates, in all
has generated interest and sales are
countries. It makes sense that these
Nathan reflective and L.E.D. products
running-specific lights. Innovations
products become just as important
are visible at a minimum of 1,200
as putting on a pair of running shoes.”
in lighting technology are making
feet (roughly a quarter-mile) because
products brighter, lighter and more
Running specialty brands that
that is the distance a driver moving
at 60 m.p.h. needs to detect and
appropriate for running applications.
expand their product lines to include
react in time to avoid disaster.
Malik comments, “LED lighting is
safety-oriented apparel create new
really taking off and manufacturers
opportunities for sales. “Any kind
are able to use smaller, moreof partnership we can have with
powerful batteries to power LED
retailers to keep their customers
technology. We are at the onset of
happy and safe is a good thing”,
some very exciting, lightweight and
Russell explains. “We’re giving the
improved designs.” staff at these stores a script to help
them feel comfortable a very necessary
GoMotion markets a line of lighted
vests, waist belts and light clips. GoMotion
At Brooks, Ave’ reports the Nightlife add on sale. [Promoting safety] brings the
co-founder Jonathan Craig says, “With Collection is a consistent color way carried customer into the running shop and makes
reflective, the person that is seeing the all year. The collection has one of the highest them willing to try more accessories.”
reflective has to be in line with the materials. adoption rates at running specialty accounts.
When the clocks fall back, running specialty
Lights set off a warning far earlier than She says, “It’s all year long not just something retailers that promote high-visibility apparel
reflective gear. We feel someone will see that you wear during the fall and winter when and accessories may keep their customers
active light more readily and sooner than the days get shorter. It gets dark every day. from becoming a tragic statistic.
BE SMART.
RUN SAFE.
800.523.2844
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|
w w w. N a t h a n S p o r t s . c o m
Arch
Enemy
Sometimes you have to think outside the (shoe) box
If we were to set up a running shoe sting operation and send some
undercover over-pronators into some running shoe stores, what
would your staff do? What if we sent in some runners with extremely
high arches who insisted that they had tried ten different cushion
shoes and were still having problems? Would you attempt to solve
their problem by offering them more of the same failed “solutions” or
would you consider the possibility that these runners might not be
quite so easy to pigeonhole biomechanically?
Sometimes shoe fitters get so focused on high, neutral and low
arches that they can’t think outside the proverbial box when a runner
doesn’t fall into one of these categories. A runner is so much more
than a set of arches attached to some legs and a body, and if you’ve
evaluated enough runners, you’ve probably learned that there are far
more than just three foot types. While many runners have predictable
responses to certain footwear characteristics, others defy traditional
convention.
As a general rule of thumb, if a runner walks into a shoe store with
a low arch, he or she will be fitted with a stability or motion control
shoe. Similarly, a runner with a high arch will often come away with
a cushion shoe. If a shoe fitter is playing the odds, they can stick to
this formula and win most of the time - but what happens when a
runner with a low arch comes in and tells you motion control shoes
don’t work?
I’ve mentioned before in this column that research shows that
arch assessment alone is not predictive of pronation or supination.
Experienced shoe fitters have seen many runners who have high
arches when standing or walking, but pronate right out of their shoes
when they run. They’ve also seen runners who appear to have flat
feet but are not technically over-pronators. Often, these runners
confuse fitters because they’re looking for something to fix – and
past experience with cause-and-effect foot classification doesn’t
necessarily add up.
In clinic, I’ve often given these confusing patients specific shoe
recommendations, only to have a shoe store employee fit them with
something else because they could not understand why the podiatrist
would put a high-arched runner into a stability shoe. I’ve since
learned to tell the patient before they leave my office that the shoe
fitter will not likely understand my reasoning for the unconventional
shoe recommendations - but to stick to my advice regardless.
By Paul Langer, DPM
Recently, I had a runner come into clinic who had self-diagnosed
shin splints. He was a relatively new runner and had a history of
repeated ankle sprains from his days playing soccer. He wore a
cushioned shoe with significant wear to the lateral rearfoot and
midfoot, and the physical exam revealed that he had high, rigid arches
and asymmetric ankle joint range of motion as well as tenderness to
his peroneal tendons (not his shins). From my exam, it appeared that
his unstable ankle was overcompensating for his rigid arches.
So, my injured runner left with a list of lightweight stability shoes.
I explained that if he did not have adequate relief after purchasing
the shoes, I would consider adding a firm insole or orthotic to
further protect his ankle but would not consider cushioning his
shoes more.
And what of the runner who appears to be an over-pronator but
struggles with motion control/stability shoes and even custom
orthotics? Despite what conventional wisdom says, some people just
do not tolerate any attempts at alignment correction or stability. By
the time they come to me, these runners have typically already had
dozens of conflicting messages in regards to what will work for them.
Often, many have a pretty solid grasp of what things work and don’t
work in terms of shoes and insoles. Others, however, end up chasing
their own tail on an endless and futile quest for the perfect running
shoe. I instruct both groups to purchase shoes based solely on running
comfort (as opposed to “standing-in-the-store” comfort) and to become
their own expert on which shoe features work for them. If they are
still struggling, I have them try to find a comfortable insole first and
then try shoes on - as the comfort of the right insole can often help a
shoe “feel right.”
There isn’t any research that explains why some people defy
conventional biomechanical approaches, but we do know that
individuals do not always respond in predictable ways to the same
interventions. So we can never forget that foot types and the runners
attached to them are not always what they seem.
Paul Langer is a podiatrist and serves as a clinical faculty member
at the University of Minnesota Medical School. He is a member of
the Clinic Advisory Board of the American Running Association
and is the author of Great Feet For Life: Footcare and Footwear
For Healthy Aging.
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