adidas Unveils Ultra Boost

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS • RUNNINGINSIGHT.COM • FEBRUARY 2, 2015 • VOL.7, NO.2
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Creating the Right Website
Getting
it right:
Flatirons
Running
focuses on
keeping
its site
lively and
frequently
updating
content.
By Daniel P. Smith
Mistakes
and
how to
solve
them
ater this year,
Austin, TX-based
Rogue Running
plans to launch a
redesigned website, its second
such digital overhaul in two
years. For Rogue Running coowner Chris McClung, a fresh
website is simply the cost of
doing business in today’s techdominated era.
“If you want to stay relevant
and competitive, a strong
web presence is critical,”
McClung says.
As Internet traf¿c continues
to accelerate, running retailers
must keep pace with a contemporary website that informs,
engages and sets a positive,
professional tone, especially
L
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Running Insight is published twice each month, is edited for owners and top executives at running
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Americans own
an average of four
digital devices and
a running store
website must look
good on each one.
since a store website often
serves as an operation’s ¿rst
touchpoint with consumers.
“We live in a search-andclick society and if you’re
falling short with your website,
then you’re going to lose out
on customers,” says Scott
Bush, a former run specialty
store manager who now heads
Flow Experience Marketing in
Portland, OR.
With a lively store website,
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Bush says running stores can
control their brand messaging
and touch customers beyond
their in-store visits with advice
on training, inspirational
stories and local running
information.
“Your website is the best
place to host items of value
and remains the go-to place for
many consumers, both new and
old, to discover information
about you,” Bush says.
Though most running
retailers recognize the value of
a robust website, store websites
continue to fall short in simple
ways, says Bush, who audited
the digital presence of the
nation’s top 50 running stores
while pursuing his masters
degree in New Media at DePaul
University in 2010.
“Though 2010 is forever
ago in the digital world, many
of the same issues are still
popping up today,” Bush says.
“There are holes, yes, but also
easy solutions.”
The Mistake:
Missing on mobile
According to the Nielsen
Digital Consumer Report,
Americans own an average
of four digital devices – and
a running store website must
look good on each one lest
stores risk losing sales. A study
from Econsultancy found that
62 percent of companies that
designed a mobile friendly
website saw sales increase.
A mobile responsive site will
minimize pinching and pulling,
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Running Store Websites (continued)
models it carries in its store.
“If our website looks the
same a month from now as
it does today, then we’re in
trouble,” Vieth says. “The site
always has to be evolving.”
The Mistake:
Generic content
Eric Roberts of Virginiabased Old City Press, which
designed Potomac River Running’s new website in 2014,
touts the bene¿ts of original
content, which can help build
loyalty, heighten the store’s
cent of companies that blogged
monthly saw a traf¿c increase.
Roberts suggests stores ¿rst
reÀect on customers’ common
questions or interests before
then identifying ways to share
their expertise and insights in
creative ways. Original content
might include: a map of the top
local running routes, a list of
credible medical professionals
in the area or interviews with
local runners.
The right stuff: Potomac River
Running’s website includes a focus
on original content such as blog
posts and social media updates.
Running store
websites should
not merely exist,
but do something
to advance the
business and
drive action.
6
runninginsight.com
offering the same convenience
and sharp look on a smartphone or tablet as the desktop.
The Mistake:
Being static
Eager to be known as a
modern business, Flatirons
Running in Boulder, CO,
understands its website needs
to change on a regular basis. To
facilitate this, co-owner Tricia
Vieth learned how to handle
site updates herself, such as installing new homepage content,
altering staff member bios or
incorporating new photos.
“We’re not waiting on
someone else, but we’re in
control to ensure we’re always
current and moving forward,”
Vieth says.
In the coming months,
meanwhile, Flatirons plans to
add a complete merchandise
page displaying the brands and
The Mistake:
No visual appeal
The ever-increasing
popularity of social media sites
such as Pinterest and Instagram
reminds us we live in a visual
society. A store website that
lacks eye-catching visuals
leaves consumers feeling
uninspired, Bush says.
Rather than a website ¿lled
with text or cookie-cutter
images, Bush urges running
shops to share authentic visuals, such as local race photos
or video expertise, and to do
so within a contemporary aesthetic. Visual breaks on the
page, for instance, will make
the site easy to read, while
colors can inÀuence opinions.
Whereas blue is often viewed
as trustworthy, pink communicates fun and yellow
inspires energy.
The Mistake:
Conversion ignorance
Running store websites
should not merely exist, but
do something to advance
business and drive action,
whether that’s producing a
race registration, joining
the store’s e-mail newsletter
or contacting management.
Roberts urges operators to
reflect on the main things
they want website visitors to
do and then lead visitors to
those objectives.
The call to action becomes
even more important when
stores sell online. The
e-commerce piece needs to be
as close to one-click shopping
as possible.
The Mistake:
Missing the basics
In preparing for the new
Rogue Running website, the
shop’s staff investigated other
consumer websites and identi¿ed attractive elements the
store could subsequently bring
into its redesign.
“The one thing that
continuously came up
was putting the necessary
information right at someone’s
¿ngertips,” McClung says.
A store homepage should
communicate basic details,
such as store hours, location
and contact information, before the fold on the page. The
top of Flatirons’ homepage, for
example, highlights the store’s
operating hours right below
the store’s phone number and a
“directions” link that leads to
Google Maps.
In addition, a website should
highlight the store’s social
media presence. With links to
social networks or direct social media feeds, a store shows
its broader connection to the
digital world and extends its
marketing punch. Q
© 2015 Formula4media LLC.
Are you the circle or the square?
Technology is evolving faster than at any time in history and rapidly changing the way consumers shop.
Is your business keeping up with this challenge and capitalizing on the exciting opportunities it presents?
Aetrex’s 2015 iStep hardware and software platforms are by far the most advanced in-store
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and an authentic hi-tech shopping experience for your customers.
Visit aetrex.com or call 800-526-2739 for more information.
Ask about our new 4-Free Rental Programs.
Socks Are Running Fast
Brands
Enter the
Race at
a Steady
Pace.
Thorlo Experia Rio Color, $14.99
Targeted, colorcoded compression
technology.
McDavid 10k Runner, $39.99
8
runninginsight.com
By Nancy A. Ruhling
ver the last
decade, running
socks have re-knit
themselves, providing athletes with a variety
of performance and comfort
features that range from hightech yarns and special padding
to runway colors.
Perhaps the biggest trend
lies in the number of new
brands that have entered the
market. These newcomers –
some designed by established
apparel and shoe brands,
others by entrepreneurial
neophytes, athletes and sportsmedicine professionals – are
changing the game.
O
1000 Mile
Focus: Double-layered
construction that breaks the toothick, too-thin mold.
Features: Double layer that
eliminates friction between foot
and shoe to reduce wear and
prevent blisters; padded Achilles
tendon protection; arch bracing;
extra padding for toe, ball and
heel zones; moisture-wicking
Tactel inner layer; blister-free
guarantee. 1000 Mile’s Fusion
sock retails for $22.95.
“The 1000 Mile Fusion
breaks the mold with innovative design and material
technology to provide a sock
that offers everything,” says
Michael O’Rourke, head of
regional sales.
ARCh MAX
Focus: Reducing foot injuries,
improving performance and
delaying fatigue
Features: High-performance
technical fabric; Àat seam; heel
and toe strengthening; lightweight; breathable; anatomically correct. ARCh MAX’s
ARCh FIT sock retails for $28.
“We make the ¿rst sport
sock in the market that prevents plantar fasciitis and also
stabilizes the heel, providing
a speci¿c design for the right
and left foot,” says CEO Jordi
Marti. “It also has a bene¿t
called ‘self-adapt’ sock’ – you
can manually adapt the sock
to provide your choice of pressure on each foot.”
© 2015 Formula4media LLC.
PROGRESSIVE+
RUN MERINO SOCKS
AIR FLOW KNIT:
SOFTER, SUPERIOR
BREATHABILITY
MERINO WOOL:
TEMPERATURE-REGULATING
ANATOMICAL KNITTING:
IMPROVED COORDINATION,
SUPPORT AND COMFORT.
NATURAL FIBER
COMFORT MEETS
SUPERNATURAL
PERFORMANCE.
Experience the benefits of CEP Compression
FUNCTIONAL PADDING:
RELIEVES PRESSURE
Decades of expertise in effective compression technology combined with the knowledge of professional athletes
and sports medicine specialists from across the globe. Innovative function meets state-of-the-art design. CEP is
a completely new sportswear concept developed by the German high-tech manufacturer medi. MADE IN GERMANY
cepcompression.com
Socks Are Running Fast (continued)
Feetures! Elite Merino, $15.99 to $16.99
CEP Dynamic Ultralight
No Show Socks, $18.50
WRIGHTSOCK STRIDE Tab, $13
Darn Tough Vermont, $16
Wigwam Ironman Run Fit Pro
Low-Cut, $13
Stable 26, $24.99
Balega International
Focus: Speci¿c socks for speci¿c
pursuits.
Features: Second-skin ¿t;
super¿ne Drynamix moisturemanagement yarn; elasticated
compression bands of different
strengths to conform to the shape
of the foot and keep the sock
¿rmly in place; low volume; triple
Y heel that fans widely to create a
deep heel pocket; sensitive rib top
that stays put; extra-¿ne cushion
heel and toe; handlinked seamless toe. Balega’s Ultralight sock
retails for $12.
“The market is moving to
lighter weight, more natural
¿bers, and socks are leading the
way,” says CEO Bert Pictor. “As
a response to the market, we use
completely different yarn weights
for our products. With ¿ner yarns
and various different modulus
elastanes and the latest knitting technologies, we are able to
create different experiences with
new design constructions to make
sure our socks ¿t perfectly without constricting blood Àow.”
CEP
Focus: Graduated compression;
rede¿nition of the performance
sock with new silhouettes, colors,
textiles and thicknesses from noshow to knee-high styles.
Features: Targeted compression of 18 mmHg (millimeter
per mercury) in the mid foot and
lower ankle; Polypropolyne blend
that minimizes padding in the
footbed, reducing sock weight by
20 percent; made to pair with the
Remember 10-Seconds for all of your running needs. Check out our diverse
selection of insoles colorful re°ective laces cleaners and more.
10
runninginsight.com
© 2015 Formula4media LLC.
brand’s Progressive+ Calf Sleeves
or to be worn separately. CEP’s
Dynamic Ultralight No Show
Socks retail for $18.50.
“Our proprietary compression pro¿le is proven to increase
venous return as well as boost
arterial blood Àow to the calf,”
says Brandt Furgerson, director
of CEP North America. “This is
achieved by graduated compression from ankle to cuff and
consistent pressure over the calf
muscle.”
Champion Sport Xtreme
(CSX)
Focus: Medical-grade compression that works with athletes.
Features: Graduated compression, 15-20 mmHg (millimeter
per mercury) or 20-30 mmHg;
© 2015 Formula4media LLC
extra wide self-adjusting top
band; V-guard shin protection;
calf cradle; seamless hand-linked
extra-wide toe box; Achilles
tendon protection; arch support
band; built-in ankle support; antimicrobial treatment; moisturewicking. Champion Sport Xtreme
(CSX) socks retail for $49.99.
“Our athletic socks offer more
than basic compression,” says
Steve McSherry, business development manager. “They offer
‘true’ medical-grad compression
that is tightest at the foot and
ankle and gradually decreases
further up the leg. This increases
circulation by forcing the blood
upward, back up to the heart
much more ef¿ciently. Built-in
supports offer unparalleled ankle,
arch and tendon protection. Many
ARCh MAX ARCh FIT, $28
Balega Ultralight, $12
Merrell All Out Micro Crew, $16
New Balance Trail Crew, $15
Sof Sole, $9.99 for two pair
SmartWool PhD RUN Light
Merino Micro, $17.95
runninginsight.com
11
Socks Are Running Fast (continued)
of these features never have
been incorporated into a compression sock before.”
1000 Mile Fusion, $22.95
Zensah Compression sleeve, $44.99
Champion Sport Xtreme
(CSX) sock, $49.99
12
runninginsight.com
Darn Tough Vermont
Focus: Innovation that goes
the extra mile in rain, sleet,
snow.
Features: Lightweight; seamless construction; ultra-high
stitch count; streamlined ¿t;
non-slip, non-blistering, nonbunching; heel and toe padding; elastic butterÀy feature
over the arch for precision
¿t; high-density knitting that
reduces hot spots; high-gauge
moisture-wicking Merino
wool; made in the USA; unconditional lifetime guarantee.
“We live and work in Vermont,” says Ric Cabot, president and CEO. “Our backyard
is the perfect testing ground to
make the ¿nest Premium All
Weather Performance Socks.
We ski, snowboard, hike, bike
and run in the most unforgiving climate in the lower 48.”
Feetures!
Focus: Extreme comfort even
in extreme conditions.
Features: Anatomical
construction that uses the
brand’s Sock-Lock technology
to provide targeted support
to the arch; combination of
Merino wool and bamboo
for a softer feel; new colors.
Feetures! Elite Merino socks
range from $15.99 to $16.99.
“The sport of running
continues to attract new
participants who are
interested in pursuing a
healthy, active lifestyle,” says
John Gaither, vice president
of product. “These consumers
are looking for products that
will enhance their active
lifestyles, and we believe
Feetures! performance socks
are a critical part of this
equation.”
Fitsok
Focus: A high-end 3-pack
brand customized for and sold
through specialty retailers.
Features: CF2 socks ($20) feature Shadowyarn, a poly-based
yarn washed in Microban to
remove odor; arch support;
engineered heel; precision
toe; vented mesh upper and
Flowtek Channels in footbed
to remove moisture and heat.
CF4 socks ($25) have Sorbtek
nylon; anatomical construction; No-Show design; cushion
tab; Max Arch Support; cushion mapping.
“We’ve taken our two best
socks and offered them in
limited, one-ship only releases
for our 2015 Quickstrike program,” says Brand Director
Jeff Bull. “This allows us to
make some special colors and
exclusive socks for our retailers. Our other major introduction in 2015 is a custom
dye-sublimated compression
calf sleeve. The sublimation process allows for large,
detailed artwork and does not
affect performance.”
McDavid
Focus: Sports medicine and
sports protection products that
perform like pros.
Features: Targeted, colorcoded compression technology; specialty quick-drying
and anti-microbial yarns;
traction design on footbed for
better grip; arch and Achilles
support via knitting pattern;
ventilated toe stitching; hDc
Moisture Management Technology; right- and left-specific socks; 40 percent Tactel/26
percent Polyamide/19 percent
Timbrelle Care/9 percent
Lyrca. McDavid’s 10k Runner
sock is $39.99.
“The key is in the yarns,”
says Mary Horwath, vice president global marketing. “We’ve
added zinc and seaweed elements for quick drying and enhanced comfort; we’ve incorporated mercury measurement
to ensure precision compression. Yarns such as Smartcel
and Timbrelle Care offer
reduced odor, Seacell Yarns
deliver energized muscles and
are anti-microbial, Tactel Fiber
manages sweat absorption and
Lyrca is legendary for Àexibility, adaptability and incredible
contribution to ¿t.”
Merrell
Focus: Technology that gives
nature a boost.
Features: NanoGlide, a wicking, fast-drying, frictionreducing nylon; MerinoMax
wool; arch band support;
zoned cushioning; mesh
zones for breathability; seamless toe. Merrell’s All Out
Micro Crew sock retails for
$16.
“Socks can truly make or
break someone’s race or other
outdoor experience,” says
account manager Chad Poole.
“I recently ran my first 50mile race, and I changed into
a second more fresh pair of
Merrell All Out Micro Crew
socks halfway through. I had
that ooo-aaah feel right away.
I finished strong.”
New Balance
Focus: High-performance,
high-tech materials.
Features: Cupron copper
ion yarns in the heel and toe
that are EPA-registered to
kill 99.9 percent of athlete’s
foot fungus after 12 hours of
contact; strategic cushioning
in strike zones; seamless toe;
moisture management; mesh
panels; made in the USA;
crew and quarter styles. New
Balance Trail Quarter and
Crew socks retail for $14
to $15.
© 2015 Formula4media LLC.
“The Cupron technology is
embedded into the yarn and
remains effective throughout
the life of the product,” says
Casey Rosett, director of
marketing. “In spring 2015,
we launched a new range of
Performance Adaptive socks
that feature HEIQ adaptive technology that helps to
regulate body temperature,
keeping you comfortable in a
variety of activity levels and
environments.”
SmartWool
Focus: High-Performance
socks, including women’sspeci¿c offerings.
Features: 4-Degree elite ¿t
system that uses two elastics
for greater stretch and recovery; narrower pro¿le to ¿t a
woman’s foot; patent-pending
ReliaWool technology in
high-impact areas; mesh ven-
tilation zone designed speci¿cally for female runners to
regulate temperature and
moisture; virtually seamless
toe; Achilles tab; 200-needle
construction; lightweight;
1.75-inch overall height.
SmartWool’s PhD RUN Light
Merino Micro retails for
$17.95.
“Our PhD collection utilizes a lower-volume silhouette and narrower heel pocket
than its men’s counterpart,”
says Sara Yoder, women’s
performance product line
manager. “Its female-friendly
ventilation – as determined
by thermal body-mapping
technology – mitigates
heat and moisture through
strategic mesh and elasticity placement. Body mapping also heavily inÀuenced
cushion placement, which
not only helps regulate the
internal climate of the foot
but also minimizes friction
and impact.”
Sof Sole
Focus: High-tech and highfashion.
Features: Coolmax Polyester
moisture-management technology; mesh venting; banded
instep; deep heel pocket;
seamless toe; nonbinding
top; back tab; vibrant colors
that coordinate with shoes
and apparel brands. Sof Sole
running socks are $9.99 for
two pair.
“The tab on the back is a
key feature that many running socks don’t have and
that helps support the Achilles heel and also keeps sand,
dirt, rocks and other items
from going into the sock and
causing discomfort,” says
Jeff Wheeler, vice president
VIM & VIGR compression socks, $32.95
Fitsok’s CF2 and CF4 3-packs,
$20 to $25
EST.1905
MOISTURE
CO
NT
L…
RO
OM
… FR
TH
E
© 2015 Formula4media LLC
BO
T TO
M - UP
run
r
FIT
PRO
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runninginsight.com
13
Socks Are Running Fast (continued)
Balega Ultralight running sock
offers a second-skin fit.
Thorlo
Focus: Performance with
protection.
Features: Aerodynamic fit;
support sans weight; Thorlo
pads in critical strike zones.
Thorlo’s Experia Rio Color
retails for $14.99.
“Real performance socks
that give a true competitive
edge are driving the market,”
says James Jesserer, vice
president of sales. “Delivering
quality, durability and sustaining performance are the critical compelling elements.”
hosiery sales.
Stable 26
Focus: Developed for athletes
by a chiropractic doctor to
improve performance and fit.
Features: Enhances function
of the lower leg, including
knees and ankles; bolsters
stability of the rear foot; reduces blisters; increases blood
flow; customized size and cuff
height; made of breathable
ergonomic nylon. Stable 26
running socks are $24.99.
“Extensive tests have shown
significant improvement in
runners’ lateral stability – 6 to
10 percent in women and 9 to
15 percent in men – when they
wear Stable 26,” says president
Ryan Landen.
14
runninginsight.com
VIM & VIGR
Focus: Everyday graduated
compression socks with medical
chops and fashionable designs.
Features: Advanced Gradient
Pressure knitting technology;
compression level of 15 to 20
mmHg (millimeter per mercury);
graduated pressure is tightest at
the ankle and lessens up the leg;
contoured leg and heel; soft toe
pocket for comfort and increased
circulation; available in cotton,
nylon, wool and moisture-wick
nylon. VIM & VIGR socks retail
for $29.95 to $34.95.
“They prevent and reduce
spider and varicose veins, inhibit
swelling and alleviate achiness
and heaviness,” says Michelle
Huie, founder and president.
“Graduated compression is
proven to reduce vibration
during running in addition to
reducing swelling and increasing
muscle recovery.”
Wigwam
Focus: Fit tested and designed
by ultra-marathon runners; engineered combination of yarns for
maximum moisture control.
Features: Proprietary patented
technology guarantees dry feet,
no blisters and no odor; cushioned heel and forefoot; breathable mesh air vents; Achilles
tab for protection; seamless toe;
form ¿tting; knit in the USA.
Wigwam’s Ironman Run Fit Pro
Low-Cut socks retail for $13.
“We want runners to be as
comfortable as possible whether
they are running one mile, 10
miles or 100-plus miles,” says
Margaret Newhard, director of
product management. “Aside
from ¿t, we also make sure the
socks we knit are on trend with
apparel and gear so the runner is
dialed in from head to toe.”
WRIGHTSOCK
Focus: Feel-good performance.
Features: Double Layer with
an integrated system of two
socks knit together to reduce hot
spots and blisters from friction,
moisture and heat; proprietary
DRI-WrightII Polyester ¿ber;
contoured heel pockets to stop
slipping; ventilation panels; snug
¿t. WRIGHTSOC.’s STRIDE
Tab sock is $13.
“Our technology places the
runner’s foot in the best possible
environment to enjoy a run
comfortably,” says Tom Weber,
director of sales.
Zensah Compression
Focus: Compression Leg Sleeves
that are warm, itch-free and
comfortable.
Features: Graduated compression; FastWool; made in Italy;
moisture-wicking; anti-microbial; seamless construction;
targeted muscle support; three
colors – black, heather silver and
neon pink. Zensah Compression
leg sleeves retail for $44.99.
“There are many innovative
new ¿bers, fabrics and technical features for socks,” says
marketing director Suzanne
.erpel. “Smart fabrics and
technologies are being applied
to products in addition to strategic blends to give products
a unique edge over anything
else in the market. FastWool is
an example of using seamless
technology in addition to merging our proprietary comfortable yarn with a naturally
insulating wool.” Q
© 2015 Formula4media LLC.
INTRODUCING
MCS ( MUSCLE CONTAINMENT STAMPING)
THE FUSION OF THE HUMAN BODY +
2XU COMPRESSION TECHNOLOGY FOR
HUMAN PERFORMANCE. MULTIPLIED.
COMING FEBRUARY 2015
THE WORLD’S MOST ADVANCED COMPRESSION TECHNOLOGY
adidas Unveils
Ultra Boost
The Ultra Boost
hits retail on
February 11th.
MSRP $180.
didas has unveiled
the Ultra Boost,
which t he brand
is calling its
most technically-advanced
running shoe yet. The shoe is a
follow-up to the Energy Boost
shoe, launched in 2013, which
has been well received by
consumers and retailers.
Eric Liedtke, adidas
executive board member, told
Running Insight that many
of the new details on the
Ultra Boost came about as
a result of “listening to our
running specialty clients and
consumers.”
Liedtke describes the Ultra
Boost as a re¿ned version of
the Energy Boost shoe. Ultra
Boost has 20 percent more
“boost pellets” in the midsole,
A
The Ultra Boost in the design stage: the
goal was to be “simpler and better.”
16
runninginsight.com
giving it “20 percent more
boost” without increasing the
weight of the shoe.
The Ultra Boost will be
available at retail beginning
February 11 and will have a
suggested retail price of $180.
In addition to its energyreturn Boost midsole, the shoe
features a Primeknit upper for
a precision ¿t and maximum
breathability. It also has a new
heel construction that cradles
the foot and adjusts to the
Achilles tendon’s natural movements, according to the brand.
In its marketing, adidas is
calling the Ultra Boost “The
Greatest Running Shoe Ever.”
Explains Ben Herath, VP
of design for adidas Running:
“We set out with the notion of
creating the greatest running
shoe ever. It’s been two years
since we put Energy Boost
into the market and we’ve had
time to learn. We basically
took all of our greatest
technologies and put them
together in one shoe.”
In building the shoe,
adidas used a testing system
that shows how the foot
moves, expands, contracts
and rotates during the gait
cycle. According to Herath,
this information was used
in the design of the shoe. “It
informed what we did and
didn’t need,” he says. “We
challenged ourselves to make
the design simpler and better
and tried to make each part
of the shoe take on a greater
role and work in harmony
with foot.” Q
© 2015 Formula4media LLC.
June 29 - July 1, 2015
Navy Pier & W Chicago Lakeshore
Join us in Chicago for the business-to-business conference and
trade show designed to focus retailers and brands on the most
powerful consumer in the market place.
Conference Presentations
Networking
Trade Show
Scheduled to Appear at the 2015 Event
Unconventional Strategies and
Tactics for Today’s Business Climate
Capture the Mindshare and the
Market Share will Follow
Erika Napoletano, is a branding expert who
happens to be an ACE and NASM-certified
personal trainer and group fitness instructor.
Libby Gill shares techniques from her latest book.
Every participant will receive immediately applicable
takeaways to:
• Identify the authentic value that makes you stand out.
• Powerfully articulate your unique value proposition.
• Master the art of emotional connection to create deep
and lasting customer relationships.
She is the founder of unstuck.LIFE, a
destination for restless brands and the
people brave enough to lead them. And if
you’ve ever felt stuck, well, Erika’s the one
you call to get unstuck and over all the
annoying things that keep you and your
business from being awesome. Erika is also
the award-winning, twice-published author,
including “The Power of Unpopular.”
Erika Napoletano
Libby is the former head of communications
for Sony, Universal, and Turner Broadcasting.
Libby Gill
She is now CEO of her own consulting firm where
clients include AMC Networks, Disney-ABC, GoDaddy,
Intel, Kellogg’s, Microsoft, PayPal, Royal Caribbean
Cruise Lines, Safeway, Wells Fargo, and many more.
The Running & Fitness Event For Women is proud to host...
IRRA Apparel Summit
She Runs Retail Summer Meeting
Running The Next Generation
Presented by
Presented by
Presented by
For exhibitor and sponsor information, contact Beth Gordon, VP and Show Director: 949-293-1378, bgordon@formula4media.com
For retail information, contact Mark Sullivan: 646-319-7878, msullivan@formula4media.com
Updates on 2015 speakers and trade show happenings: therunningandfitnesseventforwomen.com
FIRST
IN DETROIT
MARKET
Gazelle Sports Plans 4th Location
Gazelle Grand Rapids
Gazelle Kalamazoo
azelle Sports will
open a fourth location this summer,
expanding into the
Metro Detroit area.
The running, soccer and active
lifestyle specialty retailer will
launch a Northville store in the
highly anticipated Northville Park
Place shopping center located at
Seven Mile and Haggerty roads.
Gazelle Sports Northville is targeting a June opening.
“We want to provide a different
kind of customer experience,
one we don’t think is currently
available in this area,” said
Chris Lampen-Crowell, Gazelle
Sports co-owner. “We bring an
amazing retail experience to
active people and those who want
to get moving, both in terms of
our staff and their ability to help
individuals at any ¿tness level,
but also in terms of the breadth
of our product assortment...
particularly apparel that isn’t
currently available in the area.”
Gazelle Sports is already
well known to many in greater
Northville via its local soccer
club involvement through Gazelle
Sports’ Team Division. Gazelle
Sports Northville will offer a
unique soccer experience within
the store along with its industryleading running expertise. Gazelle
Sports was named one of the Top
Four Running Stores in the nation
in 2012 by Competitor Magazine
and has made its Top 50 list nearly
every year for the past 10 years.
“We have really solid roots in
terms of our belief system and
why we’re in business,” LampenCrowell said. “To grow and continue to be in business over a span
of 30 years, you have to be highly
G
Gazelle Holland
Gazelle Northville
“We have really
solid roots in terms
of our belief system
and why we’re
in business.”
CHRIS LAMPEN-CROWELL
CO-OWNER, GAZELLE SPORTS
adaptable but also never lose your
focus. Gazelle Sports builds on relationships; relationships with our
employees and relationships with
our customers, our vendors and
our communities. We’re more than
just a transactional business.”
That commitment to being
more than a transactional business
led Gazelle Sports to become a
Certi¿ed Bene¿t Corporation
(B Corp) in 2013, a designation
awarded by B Lab, a non-pro¿t
Headlamps
Designed
For Runners
group that promotes sustainable
business practices. Each company
must meet rigorous standards
of social and environmental
performance, accountability and
transparency before it can be
awarded B Corp status.
B Corp certi¿ed companies
demonstrate that success can be
de¿ned by developing equitable
and sustainable best practices to
help solve social, environmental
and business problems.
“We’re more than just another
company moving in to make a
pro¿t,” Lampen-Crowell said.
“We’re a company that is trying
to impact people’s health and the
health of a community. We’re a
company that cares.”
The Northville location will
complement Gazelle’s existing
stores in Grand Rapids, Holland
and .alamazoo, MI. Q
™
™
Switch on to Run-Right Light™ from NATHAN.
Because you’re a runner, not a rock climber.
Contact your NATHAN rep and reserve yours for Fall ‘15!
18
runninginsight.com
CONTACT NATHAN
SEE. BE SEEN.
RUN LONGER.
nathansports.com
© 2015 Formula4media LLC.
Outdoor Retailer Recap
Reporting Back from the Trade Show Floor in Salt Lake City.
By Jennifer Ernst Beaudry
The 2015 edition of Outdoor Retailer Winter Market wrapped last month in Salt Lake City, and despite the challenges facing
the broader retail community, vendors and retailers were generally upbeat about fall sales and the state of the business
going forward. Here, Running Insight highlights the subjects of discussion and key takeaways from Salt Lake City.
New Balance
Fall 15 style.
20
runninginsight.com
Running Apparel
Readies: After years of
seeing apparel sales go to
the Lululemons and Athletas of the world, running
brands are ¿ghting back
for Fall 2015 with
fashion-forward,
cohesive performance lines that
leverage lifestyle
appeal. Brooks
and New Balance
are both showing completely
revamped lines for
the season — the
¿rst for both to show
the vision of creative
heads Anne Cavassa
(VP of global apparel at Brooks) and
Deirdre FitzGerald
(VP of apparel at
New Balance). Add
to that more trendsavvy offerings from
Saucony, Under
Armour and other
players and there just
might be a runningwear renaissance
in the works. Is it
enough to challenge
the entrenched
vertical retailers?
Time will tell,
but strong
product is
the right
place to
start.
Winter Is Coming: Snow or
ice is no match for the robust
crop of winter-speci¿c running
and trail shoes for Fall 2015.
.ey franchise styles getting
updates include Saucony’s $110
After years of seeing
apparel sales go to the
Lululemons and Athletas
of the world, running
brands are fighting back
with fashion-forward,
performance lines.
Run Shield .invara style with
a water-resistant soft-shell upper, and the Brooks Adrenaline
ASR with a rematerialized
DWR-treated upper and a hybrid road-to-trail outsole. And
from Columbia Sportswear, the
$115 Ventrailia OutDry trail
runner uses OutDry for full
waterproof protection but adds
drainage ports in the midsole
to make sure that sweat can
escape 360 degrees.
Out Is In: Doubled in space
for its second edition, the
outdoor-lifestyle focused
Venture Out section at OR —
which showcases the younger,
urban-inÀuenced “modern
outdoor” side of the business
— saw robust buyer and media
traf¿c at the winter show.
The section represents a new
direction for the historically
gear-obsessed outdoor market:
less techy, more “approachable,” a conduit, many hope, for
converting young city-dwellers
into outdoor enthusiasts (and at
least getting them in the door
while the outdoor and heritage
trends still hold sway). It’s one
strategy for stores looking to
broaden their audience and
further differentiate themselves
in an increasingly competitive
market that, if successful, will
certainly have other channels
and markets looking to copy.
Walk This Way: The Fall
2015 offerings on the show
Àoor con¿rmed what Spring
2015 suggested: walking shoes
are shedding their orthopedic
baggage. Athletic new styles
from brands including Skechers
and Ryka look light, fast and
fresh, and sleek brown shoe
and classic outdoor styling
enlivens looks from players
like Rockport, Ahnu and
Ecco. Walking targets a huge
audience (look what it’s done for
Skechers — the $400 million
category grew 20 percent in
2014 according to NPD’s data,
largely attributable to the
Manhattan Beach, CA-based
brand’s success with GoWalk),
and a revitalized category
could offer with serious add-on
sale potential at retail. “With
boomers aging, walking will
become more important,” NPD
analyst Matt Powell noted. Q
© 2015 Formula4media LLC.
Brooks Looks Ahead
By Jennifer Ernst Beaudry
rooks execs say the
company wrapped a
transformative year
in 2014 — and the
Seattle-based company is aiming even bigger in 2015. After
hitting the $500 million mark for
2014 (halfway to the company’s
stated goal of $1 billion in sales
by 2020), celebrating 100 years,
opening a new global headquarters in downtown Seattle and
buying back Brooks’ Canadian
operations, CEO Jim Weber told
attendees at a media breakfast
before OR that he’s still looking
ahead. “As I keep reminding
Dan [Sheridan, SVP and GM of
Brooks’ North American business], I think we [can] double in
the U.S.,” he said.
Brooks Adrenaline ASR 12 GTX 300
2014 BY THE NUMBERS
15%
B
Increase in year-over-year revenues
13%
U.S. footwear sales increase
32%
Increased sales in Europe,
Middle East and Africa
37%
By the numbers, the company
had a stellar year, with a 15 percent increase in year-over-year
revenues, a 13 percent growth
in U.S. footwear sales and a 32
percent increase in sales in Europe, the Middle East and Africa.
Brooks Canada saw a 37 percent
lift in sales in its ¿rst year as a
wholly owned subsidiary.
Weber and Sheridan said the
brand will sustain that growth
with an increased focus on apparel — “we’re playing to win in
that market,” Weber said — led
by global VP of apparel Anne
Cavassa. For Fall 2015, Brooks is
rebranding the Moving Comfort
division, which it pared down
to a core focus on sports bras in
2014. Going forward, all bras
produced by the company will
be under the “Brooks Moving
Comfort” label.
Increased sales for Brooks Canada
Also key, according to
Sheridan, will be working with
retailers on new ways to make
omnichannel a win for both
sides. And a key driver will be
the resurgence, Sheridan said,
in core styles like the Adrenaline GTS and the Ghost, both of
which held the top position in
their categories for the year. Q
*ADDITIONAL CONDITIONS MAY APPLY. CALL FOR DETAILS
TRI BLEND TEES
AS LOW AS $3.16*
© 2015 Formula4media LLC
888 464 3824 | www. A4 .com
runninginsight.com
21
Running Shorts
Matt Hillenbrand
Dorian Ulrey
Brooks Beasts Add Two
The Brooks Beasts, the
three-year-old team sponsored
by Brooks Sports, has signed
Dorian Ulrey and Matt
Hillenbrand.
Ulrey is an 11-time All
American and an NCAA
Champion, whose professional
racing experience includes his
2009 appearance at the IAAF
World Championships for
Team USA in the 1500-meter
run. He boasts personal
records of 3:35.23 in the
1500-meter run and 3:55.52 in
the mile.
Hillenbrand is a recent
graduate from the University
of .entucky, known as a
versatile runner who competes
in events from the 800m to the
5.. He was one of just two
collegiate athletes to qualify
for the men’s 1500m ¿nal at
the USA Outdoor Track and
Field Championships last year.
The Beasts also include Nick
Symmonds, Riley Masters,
Casimir Losxsom, Garrett
Heath and Mark Wieczorek. Q
2XU Signs Crowie
Apparel brand 2XU has
added triathlete Craig “Crowie” Alexander and his triathlon
coaching company Sansego to
its growing portfolio of brand
ambassadors. Alexander will
train, compete and recover in
2XU garments including wetsuits, compression wear, cycle,
tri and run apparel until 2017.
Alexander is a three-time
Ironman World Champion
and a two-time Ironman 70.3
World Champion. In 2011, at
the age of 38, he achieved what
no other man in the history of
triathlon had done prior; he
won both the Half Ironman and
Ironman World Championship
in the same year. In winning
his third Hawaiian Ironman
World Championship in 2013,
Alexander also claimed a new
world record.
In addition to his personal
achievements, Alexander’s
leading triathlon coaching
brand, Sansego, offers tips
and advice on training for
triathlons of all distances.
Sansego currently incorporates
¿ve coaches located around the
globe, providing personalized,
one-on-one training and advice
to the world’s top athletes as
well as an interactive online
community.
Alexander will work with
the company on product
research and development
in the pursuit of the brand’s
promise to facilitate human
performance multiplied. In
addition, 2XU will work with
his coaching brand Sansego
in the development of a new
line of high performance
sports apparel for triathletes
to be called Sansego
Performance.
“Craig is one of the most
inspirational athletes on the
planet,” says 2XU’s director
of sales and marketing Aidan
Clarke. “His insight into the
technical requirements for
triathlon apparel will offer
us an undoubted edge on
our competition, ensuring
we remain at the forefront
in design, function and
innovation in apparel. It’s
these types of athletes and
partnerships which drive us
further and motivate us to
perform.” Q
CLIF Bar Signs on as a Boston Marathon Sponsor
LIF Bar has signed a longterm sponsorship agreement
with the Boston Athletic
Association (B.A.A.)
to become the Of¿cial Sports
Nutrition Food of all B.A.A.
events, including the Boston
Marathon.
Clif Bar & Company will provide
runners in April’s Boston Marathon
with its CLIF Bar products before,
during, and after the race. There
will be CLIF Bars served pre-race
at the Athletes’ Village, CLIF
SHOT BLO.S Energy Chews
sampled at the John Hancock
Sports and Fitness Expo,
CLIF SHOT Energy Gel at
C
22
runninginsight.com
Photo: Wikipedia
Mile 17 to boost runners
through the Newton Hills
and CLIF Builder’s
high-protein bars
beyond the ¿nish line
on Boylston Street. The brand will also
provide nutrition to runners at the B.A.A.’s
other major events, including the B.A.A. 5.
in April, the B.A.A. 10. in June, and the
B.A.A. Half Marathon in October.
In addition to its activation on Marathon
Monday, CLIF Bar will be present along
the course in the weeks leading up to the
Boston Marathon to inspire, encourage, and
provide energy for those training for the
119th edition of the Boston Marathon. CLIF
Bar will also engage with runners at three
pre-race Boston Marathon training clinics,
and at the John Hancock Sports and Fitness
Expo on Marathon Weekend. The brand
has also committed to supply CLIF Bars to
race-day volunteers who will be working in
the ¿nish area of the Boston Marathon. Q
© 2015 Formula4media LLC.
M
O
LO
E
N
LI
D
EA
D
ER
V
EO
K
A
M
E
R
O
ST
S
ebruary 15, 2015 is the deadline for stores to apply to win
The Great Store Makeover. One running store will be
“made over” courtesy of 3 Dots Design, Nathan Sports,
ASICS, Balega and Running Insight. In addition to the
makeover itself, the store will be featured in a series of videos that
will be shown on the internet and at The Running Event 2015.
The store that is selected will receive a
free in-person consultation with 3 Dots and
then have their store redesigned and made
over. Part of the makeover process will
include new ¿[tures and displays from the
sponsors with the goal of increasing sales in
the footwear, hosiery and accessory categories.
Any owners interested in having their store made over should
submit the following information to Holly Wise at 3 Dots and Mark
Sullivan of Running Insight at the e-mail addresses below.
Stores can also be nominated by sales reps or industry colleagues.
Creativity counts in the submission process, so stores should feel
free to submit videos, photos, and letters from customers. Q
F
APPLICATION
DEADLINE IS
FEBRUARY 15
THE GREAT STORE MAKEOVER: INFORMATION NEEDED
1. Name of Store
2. Location
3. How Long in Business
4. Key Brands Carried
5. Square Footage (total in
store and total on selling floor)
6. Duration of Current Lease
7. When was your store design last updated?
8. Why is your store a good
candidate for a makeover?
Photos must be supplied
The Great Store Makeover
One running specialty store owner will have their store made over and
be featured on a series of videos which will be shown
on the internet and at The Running Event 2015. To be considered, fill out
and return the following application. Creativity
counts in the submission process, so stores should feel free to submit
videos, photos, and letters from customers.
Sponsored by 3 Dots Design, Nathan, ASICS, Balega, and Running Insight
Store Name:
Location:
How long have you been in business?
What are the key brands you carry?
What is the square footage of your store?
What is the square footage of your selling floor?
What is the duration of your current lease?
When was your store design last updated?
Why is your store a good candidate for a makeover?
Completed applications should be sent to:
Holly Wiese at holly@3dotsdesign.com / Mark Sullivan at msullivan@formula4me
dia.com
Along with your application we require you send us 6-8 store photos.
E-mail us your information or
click here to download a form.
Holly Wiese / holly@3dotsdesign.com
Mark Sullivan / msullivan@formula4media.com
© 2015 Formula4media LLC
runninginsight.com
23
SAVE THE DATE
DECEMBER 1-4, 2015
AUSTIN CONVENTION CENTER
®
THE RUNNING EVENT 2015
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