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GL OBALS PORTUPDAT E

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S PONS ORE D RACE S ANAT URALRUNNER

J UL Y+AUGUS T2013


Welcome Hope you’re all well and enjoying the last bits of summer! This time of year is always quite exciting. Autumn/Winter product is on shelves, selling-through quite well and garnering a lot of positive media coverage. Of course, we’re also all working hard to sell-in, properly position and prepare for delivery of the Spring/Summer collection. In this edition of the ECCO Sport Global Update, we have many interesting stories to share, including successful presentations of the new outdoor and running collections at major trade shows on two continents, sponsorship of some tremendous events, and official launch of the ECCO Sport Ambassador Program. Thanks to the hard work of each of you, much more is also included within these pages! Remember, if you have anything to share with the group – such as marketspecific awards, trade shows, local sponsorships, charity initiatives or publicity opportunities in your region – please contact Elizabeth Maloy of Buffalo Communications (emaloy@buffalocommunications.com). And, as always, THANK YOU!

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Fully Kitted

A brand new press kit is now available in support of the SS14 collection. It contains valuable resources, including: • • • • • • •

New Videos (Direct Injection Technology, Leather, Lagoon, etc.) Product Information (one-sheets, tech sheets, press releases) Fact Sheets (weather resistance, BIOM intro, yak leather) Catalogues Sponsored Athlete Bios / Images Executive Information Price Sheets (InDesign file for market-specific adjustments)

Please click the links below for quick and easy downloads: INTERNATIONAL CHINA AND AUSTRALIA NOTE: Product images were omitted in an effort to keep file sizes manageable. These are available for download from the ECCO Mediabank or by e-mailing emaloy@buffalocommunications.com.

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Best in Show

Featuring 1,500 brands and nearly 30,000 attendees, Outdoor Retailer (OR) Summer Market 2013 provided an ideal platform from which to grow awareness of the ECCO brand, write orders, deepen relationships and showcase the latest models to media from around the world.

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Held Week 31 in Salt Lake City, Utah, festivities kicked off with an ECCO-specific editor event that saw eleven journalists from short-lead outlets testing AW13 BIOM Ultra models amidst breathtaking scenery near the famed ski areas that lie just beyond city limits. Led by ECCO Ambassador and legendary Utah backcountry guide Mike Coronella, this short hike took the group on a steep and strenuous hike to a beautiful alpine lake surrounded by mountains and fields of wildflowers.

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After a quick breather and some picture taking, the group headed down the trail to a beautiful picnic area nestled in a picturesque canyon complete with babbling stream. Awaiting them was a deluxe three-course meal complete with wine pairings prepared by one of Salt Lake City’s premier chef’s. Thomas Maymann, ECCO Sport Product Manager, and Erik Walcott, ECCO USA General Manager of Performance, then provided an exceptional brand introduction and key product presentation Attendees were universally impressed with the event and, most important, with the comfort, performance and style of the ECCO Outdoor collection. In fact, many wore their new BIOM Ultra shoes for the remainder of OR!

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The four primary days of the OR Show were jam packed for the ECCO team, with many sales appointments as well as more than 45 pre-scheduled meetings with important print and online media outlets. To a person, they enthusiastically received the SS14 collection. Trail running remains a dominant and developing market trend, and editors universally applauded the BIOM Ultra. Those representing lifestylefocused outlets were excited by the bright colors and technology story of Lagoon, as well as the multi-functional nature of Terracruise.

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The Great OutDoor(s)

A week full of sunshine in Friedrichshafen, Germany, was the perfect environment for the 20th annual OutDoor trade show that spanned 85,000 square meters and included more than 900 exhibitors from 42 countries. This year’s show saw products focused less on innovation and more on brand heritage. The good old-fashioned attributes of quality, fit and materials were emphasized by many companies. These are cornerstone strategies behind the design of each ECCO product.

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In a booth featuring gorgeous SS14 campaign imagery, ECCO met with many important accounts and key journalists covering the authentic outdoor market. Visitors were among the “Who’s Who” of the industry, and many positive media hits have already been published! Open to the public, OutDoor welcomed more than 20,000 guests that wandered amongst aisle after aisle of booths stocked with the industry’s newest products boasting exciting technical innovations. From the SS14 ECCO collections, Terracruise and Lagoon were especially well received. They are seen as expanding on the brand’s leadership position in the active sandal market to create a footwear range for all summer adventures – the water, hills and beyond.

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The Capital Tri

When more than 2,600 triathletes representing 40 countries stepped to the starting line 18 August for the inaugural KMD Challenge Copenhagen, they did so in part thanks to the sponsorship of ECCO! Nearly 200,000 spectators lined the BIOM run course, cheering for competitors ranging from amateurs to leading professionals. Even royalty got in on the fun with Danish Crown Prince Frederick competing alongside his countrymen and completing his first ever Ironman!

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Copenhagen proved an incredible race host, distinguishing itself as the only capital city to host an Ironman event. The 42.2 kilometer BIOM run course consisted of four laps alongside historic sites such as Amalienbord Castle, the Little Mermaid and New Harbor.

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ECCO presented the BIOM line of products in a sports truck during the event. On hand to further engage consumers on behalf of the brand were ECCO athlete Martin Jensen, who made time to do a feature interview with Danish national newspaper, BT. Alongside Jensen was former two-time ITU long distance world champion and ECCO Ambassador Thorbjørn Sindballe offering tips on how to perform your best.

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Special congratulations to ECCO Denmark sales team member Anders Ploug who finished Ironman Copenhagen with the impressive time of 10:17:32. Anders you are an Ironman!

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Pedal Power

Furthering its targeted presence in the sports marketing arena, ECCO also recently served as a title sponsor for the ECCO Benetton Sprint in Tristach, Austria on 16 August. This unique competition included 60, two-person teams relaying on mountain and racing bikes over a course spanning 6.5 kilometers and featuring 1,000 meters of vertical gains. Very well-promoted, the event also included ECCO signage throughout the course and garnered excellent media coverage in the region.

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Lab Work

The Better Running Initiative (BRI) was established to discover what runners want most from their shoes. Results are in from the initial round of experiments focusing on the BIOM EVO Racer. Exceptional feedback from 150 athletes worldwide has been gathered and is being analyzed by the ECCO design team as it works on developing the SS15 collection.

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The BIOM EVO Racer received above average marks for responsiveness and ground feel, overall fit and heel-toe transition. The goal to create a true racing shoe – lightweight, fast and agile – was achieved. Full results can be found HERE in the Better Running Blog.

Now in its second phase, the BRI has transitioned the 60 most active members of the Lab to test the BIOM EVO Trainer. Providing great support along the foot bed for longer training runs, the shoe looks to be the answer for athletes seeking more cushioning. As before, the in-depth and honest comments from Lab participants will be utilized as the design team expands the entire BIOM line and works toward creating the world’s best running shoes!

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Going Global

Three hundred sales team members from around the world gathered Week 31 in Tønder for the SS14 Global Kick-Off Conference. The weeklong event included workshops, product presentations, networking and strategy meetings.

A highlight was the Sport Master Class. This team building event pitted seven groups against each other in a test of physical and mental challenges. The competition included indoor putting and slack lining, as well as the Pony Hill challenge, where competitors raced up a hill before being blindfolded and tasked with identifying ECCO Sport shoes based on touch.

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Tuned In

With approximately 5 million daily viewers, NBC’s Today Show is among the most coveted of all American media opportunities. On July 11, Self Magazine Fitness Editor Jaclyn Emerick appeared on the show for a segment called “How to Take Trends from Runway to Everyday.” Her choice of footwear – the ECCO BIOM EVO Racer Plus – stood out by helping up her style quotient throughout the piece! Click HERE to view the segment.

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Reigning Supreme

On 23 July in Racine, Wisconsin, ECCO athlete Martin “the come-back kid� Jensen commanded his first-ever win at the 70.3 Ironman distance! After a disappointing 2012 season marred by injuries, Martin broke the tape by posting a career best half-marathon split (1:15:16) in just his fifth competition this year. Leading the star-studded field out of the water, Martin lost some ground on the bike and trailed the top athletes by 1:45 at the run transition. Pushing to make up ground, he re-gained the lead at 8K and never relinquished his position, finishing first among a field littered with Olympians and European champions.

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ECCO Athlete Michelle Vesterby continues her journey to the starting line in Kona. Currently training at altitude in Boulder, Colorado, she’s is building her strength and winning races Michelle recently placed 1st (9th overall, including male athletes!) at the Steamboat Springs Triathlon on 18 August. It was a solid tune-up race to stay competitive and arrive at the Ironman World Championships in peak condition for a chance to earn a podium spot.

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In her first year as a professional triathlete, ECCO Ambassador Ashley Clifford also qualified for Kona and will join Michelle on the starting line this October. Introduced to the BIOM EVO Racer by Dana Sawyer, Sales Manager East for ECCO USA Performance Division, Ashley currently ranks among the world’s top30 professionals. She’s accomplished this, in large part, by improving her run and bike times to go with her exceptional strength as a swimmer.

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Off to a Fast Start

Designed as a cost-effective grassroots marketing initiative, the ECCO Ambassador Program featured in last month’s Global Update was officially launched this month. The ECCO Outdoor and ECCO Running Facebook pages made the announcements, and will take turns introducing a new Ambassador each week.

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Ambassador spotlights include vital stats and social media information, as well as links to additional original content hosted on ecco.com. That includes exclusive interviews, tips and stories from the Ambassadors themselves. Be sure to keep up with #TeamBIOM via the Ambassadors’ social media pages for lots of great ECCO content and stories.

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Up Close and Personal Slowtwitch, one of the world’s most influential and well trafficked triathlon websites, featured both the textile and Yak leather versions of the BIOM EVO Racer in its lead up to coverage at KMD Challenge Roth. Featured at the Expo as a new running shoe option for racing and training, the BIOM EVO Racer turned some very important heads in Germany.

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A Natural Runner

In her own words, Michelle Vesterby can now call herself “A Natural Runner.” She recently visited the Energy Lab in Belgium, one of the world’s premiere performance testing centers. While there, Michelle completed a series of tests to analyze her dynamic foot pressure. The resulting image shows fantastic news: her foot strike is following a natural and optimal path.

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Before wearing BIOM, Michelle pronated while running and was a bit skeptical about performing in a Natural Motion shoe. After three years of racing and training in the BIOM series, her form has evolved. Coinciding with this has been a significant improvement in her race times and rise in the world rankings.

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The Marketing Mix

ECCO is first and foremost a product-driven company that’s focused on developing truly exceptional shoes. This contrasts the marketing-first approach of other brands. Yet that doesn’t mean ECCO doesn’t excel at marketing as well. Drawing from exceptional AW13 creative campaigns orchestrated by ECCO HQ, ECCO USA is poised to execute a robust marketing program for Q4. Strategically mixing print, digital and social media, the partnerships include outlets that specifically address the hiking, trail running and endurance markets. Helping make this a global “win,” a portion of the audience for each outlet hails from several markets beyond the U.S., most notably Canada and Europe. Look for complete details and clippings in future updates.

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Green Energy

In line with the ECCO global commitment to environmental stewardship, ECCO USA recently became a member of the Conservation Alliance. By bringing outdoor businesses together to protect wild places, the Alliance has contributed almost $12 million to grassroots conservation groups across North America. This has, to date, resulted in the preservation of 42 million acres of wildlands. The organization also hosts regular Backyard Collective events to bring member company employees together for a day of environmental action. Participants build trails, clean rivers and do other projects together to help preserve the outdoors for their customers, their coworkers and their children.

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Featured Publicity Austria

Land der Berge

Denmark

BT

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Eurowoman

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Featured Publicity France

VO2

Germany

Men’s Health

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Aktiv Laufen

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Featured Publicity Italy

Runner’s World

Netherlands

Glamour

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Tred

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Featured Publicity Norway Henne

Sweden

Switzerland

Textil Revue Sportfack

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Featured Publicity United Kingdom

OutdoorMagic.com

Geographical Magazine

Trail Magazine

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Women’s Fitness

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Featured Publicity United States

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Competitor Magazine

Sneaker Report

Gear Junkie

Slowtwitch.com

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ECCO Global Update - August