Running Insight 10.1.18

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

A DIVERSIFIED COMMUNICATIONS PUBLICATION

RUNNING RUN-WAY

Running retailers are using fashion shows to ramp up in-store excitement.

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RUNNING INSIGHT

Work the Runway A primer for hosting a killer running store fashion show. / By Daniel P. Smith

Fleet Feet Chicago utilizes its annual fashion show to tout its reputation as a lifestyle store in addition to a running retailer.

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n a Saturday night in April, 2008, just as running gear emerged as popular for a 5K as a trip to the grocery store, Fleet Feet Sports Chicago celebrated the grand opening of its then-new location in Chicago’s Old Town neighborhood with an in-store fashion show.

While attendees sipped wine, modelemployees strutted down a makeshift runway

sporting the latest fashions from Adidas, prAna, Lolë and others. Showcasing a vast array of products, Fleet Feet Chicago slyly trumpeted its chops as a lifestyle store, not just a running retail stop.

A decade later, the vino still flows, the athleisure trend persists and fashion shows continue at Fleet Feet Chicago, though owner Dave Zimmer and his crew have

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2018 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher.

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transformed years of reflection and learning into elevated events that make the register ring and strengthen the Chicago store’s position as a prominent activewear player.

“As a channel, we focus so much on the technical aspects and sales of footwear that the larger dollar of athletic apparel often becomes an afterthought,” Zimmer says.

“The fashion shows allow us to position

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RUNNING INSIGHT

Fashion Shows (continued)

The annual fashion show is a staple of the events calendar at Get Fit in Austin, TX, with immediate sales and exposure the ultimate benefits.

ourselves as an apparel-selling resource.”

Across the country, other running retailers have similarly turned to fashion shows to spotlight – quite literally – the latest apparel, push new trends, introduce upstart brands, deepen customer engagement and jumpstart sales.

At Get Fit, a nine-year-old running shop in Amarillo, TX, owner Karen Roberts has made her Female Fashion Show a staple of the store’s annual calendar. She moves product aside, creates a runway and welcomes as many as 75 women into her 3000-squarefoot shop, pre-selling $10 tickets to an event that includes food and beverage, a goodie bag and door prizes.

“We get immediate sales and that’s always a benefit,” Roberts 4

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says of her fashion shows.

Producing a fashion show, however, is no easy feat. Such an event requires thoughtful and detailed planning.

Location, Location, Location

Minneapolis-based Mill City Running has hosted a number of fashion shows since opening five years ago. Holding shows both in-store and at off-site venues, owner Jeff Metzdorff favors instore shows.

“In terms of sales, having it on site is imperative,” Metzdorff says. “Plus, there’s no space to rent or two-drink minimum and dressing rooms are right there.”

That said, executing an in-store show, namely transitioning from the fashion show setup to a sales environment, can prove difficult.

Fleet Feet Chicago has crafted

a suitable compromise: it now holds its fashion shows at a theater located just steps from its storefront. The theater, Chicago’s famed Second City, features the stage, lighting and audio to deliver a crisp show. Following the event, then, attendees are directed to the Fleet Feet store to obtain their gift bag.

With a recently acquired flex space above his store – the aptly branded Mill City Athletic Club – Metzdorff looks forward to holding a fashion show upstairs so the Mill City showroom can remain a ready-to-shop environment.

“We’re mentally preparing for how this will all come together,” Metzdorff says.

Get Fit’s Female Fashion Show is a popular spring event, while Mill City has hosted spring and

fall shows and notched success with both.

After years of hosting both a spring and fall show, Fleet Feet Chicago nixed the spring show and moved solely to a December show highlighting cold-weather gear, which lends itself to better price points, layering and more technical features. The early December show also allows Fleet Feet Chicago to leverage the holiday-shopping spirit.

“We found that the closer we put the show to the holidays, the better the shopping mindset of our customers,” Fleet Feet Chicago director of merchandise Catherine Moloznik says.

Plan with Purpose

For a successful fashion show, thorough planning isn’t optional.

Savvy stores dig into the details © 2018 Diversified Communications

RUNNING INSIGHT

Fashion Shows (continued) fashion show’s featured product on hand for customers to purchase following the show. That demands stores decide on the show’s product well in advance and place the necessary order.

“If you don’t have the product on hand, then you won’t get the sales you deserve,” Roberts says.

At its fashion shows, Fleet Feet Chicago takes it another step: An event program for attendees identifies the model’s attire while the show’s featured products are also called out on the sales floor so customers can easily find them for purchase.

Respect Thy Customer

The team at Fleet Feet Chicago celebrates another successful fashion show.

earlier rather than later and do so with an array of checklists.

“You only have one shot at this,” Zimmer reminds.

From gathering the models and securing an event emcee to promoting the event, creating a show program, prepping the apparel for each model and defining staff assignments, executing a compelling fashion show requires constant attention to detail.

“The more preparation, the better because there’s no faking this,” Metzdorff says. “If you’re winging it, it’ll show quickly.”

Add a Charitable Aspect

Like others, Get Fit links its fashion show proceeds to a local charity. The beneficiary at its most recent show, for instance, was Heal the City, an Amarillobased free healthcare clinic.

Not only do attendees appreciate the philanthropic aspect, especially when a ticket price is involved, but a strategically 6

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selected charitable partner can also boost promotion.

“The charitable piece makes a big difference on the marketing side when the charity promotes the event to its network,” Roberts says. “If people believe in [the charity’s] mission, then they want to support and give.”

Corral Vendor Support

Similar to others, Roberts isn’t shy about soliciting vendor support. She asks vendors to donate the outfit each model will wear, to supply door prizes such as shoes and apparel and to contribute sample packs or other small items to the fashion show’s gift bag.

“Getting vendors on board helps you to create a more complete event,” she says.

Choose the Right Models

When it comes to models, stores have various approaches, each holding its own merits.

Roberts invites her top 20

female customers to be her show’s models, which further punches up the show’s local aspect.

“It’s a feel-good for them and us,” she says.

Mill City, meanwhile, culls its models from its running community, favoring the big personalities who frequent the store’s fun runs and events.

“These ‘store celebrities’ add to the atmosphere and there’s always buzz about who will be in the show,” Metzdorff says.

After years of using local ambassadors and local celebrities, Fleet Feet Chicago has since turned to a local modeling agency with a diverse roster of professionals.

“These individuals know how to walk a runway, showcase apparel and are comfortable on the stage,” Moloznik says.

Have Showcased Product

With sales being a primary goal, it’s critical stores have a

Retailers can easily, and innocently enough, create a fashion show that comes across as an overzealous commercial for the store. It’s best to avoid preaching, Zimmer says.

“Approach this from a highlevel production perspective and be focused on entertaining your audience,” Zimmer says. “That way, they are inspired to be a part of what you’re doing.”

Reflect and Evolve

Carbon-copy events will eventually fail to resonate with customers, so smart operators add in various details from year to year to enliven the environment, from live music to food trucks.

Metzdorff always tries to keep customers’ perspective top of mind. Worried that he might be burning out his customers with annual fall and spring fashion shows, for instance, Metzdorff pulled back.

“We had to find the right cadence and one a year is the right number for us,” he says.

“We didn’t want to find out the hard way that things were becoming rote.” n © 2018 Diversified Communications

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RUNNING INSIGHT

Fashion, Forward Athleisure apparel brings the runway to running retail as style meets performance for 2019.

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thleisure has become an well-accepted and welcome addition to the world of running apparel.

Clothing that takes the runner from the workout to work or play is becoming increasingly prevalent

on the shelves and racks of running specialty retailers.

Here are four pages of athleisure fashion that is trendright for 2019 and can help with the bottom lines for running specialty retailers.

VUORI

CASUAL COOL

In their own words: “Whether you’re a runner, swimmer or a powerlifter, Vuori has something for you.

The brand’s casual-cool aesthetic grants those who invest in it the superpower of seamlessly transitioning from an intense workout to coffee with friends without anyone noticing.”

Price Points: $32-$129 Key Items: Kore short, Banks short, Ripstop Climber Pant and Outdoor Trainer Shell What to Expect for 2019: Vuori’s Kore and Banks shorts both return in all-new colorways. As this season marks a milestone in Vuori’s evolution into a full lifestyle brand, the Fall/Winter collection additionally debuts plenty of new pieces such as the Cosmo Performance Lounge Pant and the Jeffreys Pullover.

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© 2018 Diversified Communications

The new Cloud. All day. Every day.

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RUNNING INSIGHT

Athleisure Fashion (continued)

SHAPE ACTIVEWEAR FASHIONABLE PERFORMANCE In their own words: “Inspired by the pages of Shape magazine, the Shape activewear collection is an inclusive fitness apparel brand that ranges from size XS-3X and offers performance-designed pieces that are comfortable, stylish and ready to take on your sweatiest activities.”

Price Points: $28-$110 Key Items: Protech V.3 Jacket, Protech V.3 Legging, Cage Mesh L/S Performance Tee, Ghost Reflective Windbreaker, Define Bra What to Expect for 2019: For the winter season there are fashionable performance styles that embody the essence of the season with festive hues, faux fur details and velour track suits.

BODY GLOVE ACTIVE CREATE HAPPINESS In their own words: “Push yourself to the farthest limit, or go at a slower pace, Body Glove Active makes something for your body and lifestyle. From Ultra lightweight running shorts to high-performance sports bras and quick-dry gear made to be worn both in the gym and on the beach.”

Price Points: Sports Bras: $28-$62; Tops, Long Sleeves, and Jackets: $30-$100; Shorts: $37-$57; Capris and Leggings: $50-$97.

What to Expect for 2019: BodyGlove is launching its Create Happiness campaign that says: “Happiness is a state of mind that’s created from within. It’s a state of well-being where we let positivity in and leave negativity out. It’s about working towards your goals and dreams with joy and passion.”

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© 2018 Diversified Communications

RUNNING INSIGHT

Athleisure Fashion (continued)

BLOQ UV

SAFETY AND STYLE In their own words: “BloqUV provides basic styles for men and women in a rainbow of 30-plus colors Throughout our 10 years we have remained true to our mission of educating consumers on the damaging effects of the sun’s rays and how the sun penetrates through your clothes. Once a year our retailers join forces with BloqUV on ‘BloqIt with BloqUV,’ our annual Melanoma Awareness Campaign held during May. Our fabrics provide moisture wicking and quick dry benefits as well as a cooling effect when users sweat in the fabric or use for swimming. The brand crosses over many activities, including running.”

Price Points: Tops begin at $30 wholesale for the crop top to $39 for men.

What to Expect for 2019: BloqUV sees a need for multipurpose accessories such as its blanket wraps, sleeves and bandanas in its proprietary Bloqtek fabric.

Sleeves will launch in January at Surf and PGA Shows.

LAVALOKA

PLAYFUL AND SASSY In their own words: “Lavaloka was born to bring out the playful in you by offering high-quality, sophisticated patterns and solids in both vibrant and neutral palettes, giving the option to express yourself colorfully or quietly in the gym, trail, or street. Show your sassy side.”

Price Points: Yoga Pants $89-$94; Capris $79-$84; Shorts $45; Tanks $36-$40; Bra Tops $45; Jacket $90 What to Expect for 2019: The legging and perfect zipper jacket are staples. Style, comfort, and durability is king.

Look for unique designs and finishes in the coming seasons.

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© 2018 Diversified Communications

RUNNING INSIGHT

Athleisure Fashion (continued)

STRONGBODY

UNDERSTATED FASHION In their own words: Strongbody Apparel is a premium activewear brand that ethically makes its performance gear in Vancouver, Canada. Known for a sleek and minimalist aesthetic, Strongbody engineers its gear with performance features and its NanoElite+ Performance Technology which is harnessed from the shells of crustachein — it’s eco-friendly, odor fighting, moisture wicking and quick drying.”

Price Points: Shirts from $48-102, bottoms from $68-$108; Men’s: Pulse Elite tee ($88), Everything Short — $78, both feature NanoElite+ performance technology. Women’s: Signature set: Bra: $52, Leggings: $88: Wicking, sheer proof with light compression with a cottony touch. Mid-rise waist leggings and racerback bra.

What to Expect for 2019: Strongbody is expanding its running offering with wicking and ultra-light weight fabrics. With its trademark understated sleek designs it is incorporating performance Italian fabrics and its NanoElite+ Performance technology.

JO FIT

INSPIRE HAPPINESS In their own words: “Jofit’s mission is to create a community of confident women. This is accomplished through meticulous attention to detail during the fitting process, design tricks that flatter the figure and fun, dynamic patterns that inspire happiness. Our athleisure line is created from highquality fabrics for women of all ages.”

Price Points: Performance tights range from $110-$140; Fitness Jackets range from $86-$150; Cutout Racerback tanks range from $72-$82; V-Neck Tees with Empowering Quotes $72; Raingear ranges from $140$150.

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© 2018 Diversified Communications

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RUNNING INSIGHT

Nominations Open For Retailer Awards

Four stores and individuals to be recognized at The Running Event in Austin next month.

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ominations are underway for four individual awards that will be presented to retailers at The Best Running Stores in America Awards Dinner to be held Thursday, November 29 in Austin during The Running Event.

The Awards recognize stores for outstanding efforts on behalf of their communities and for individual achievements in their stores and in balancing their work and personal lives.

The four awards that will be presented are:

The Ubuntu Award Presented by Balega Sports

Run Happy Award Presented by Brooks

Run for Good Award Presented by Saucony

Sound Mind, Sound Body Award Presented by ASICS

This award is presented to a store that makes a tremendous difference in its community.

The culture of Balega draws its inspiration from the humanistic philosophy focusing on people’s allegiance and relationship to one another. It is the relationship to our communities that resonates with storeowners every day in their hometowns. Changing lives, helping to improve the lives of those living in their communities.

2017 Winner: Lively Athletics, Oak Park, IL

Now in its second year, this award celebrates a specialty retail employee who brings a glass-half-full approach to the job every day.

The criteria? This individual always has a positive attitude, a dedicated work ethic and is a total team player — going the extra mile to help both customers and fellow staff. A cheerleader for his or her store and its culture, this individual inspires an active lifestyle and personifies what Run Happy means.

2017 Winner: Caroline Yasuda, Naperville Running, Naperville, IL

This award, also in its second year, recognizes a retailer who inspires kids to run their world through community-based youth running programs.

At Saucony, a good day is when you get to run; a great day is when you inspire others to run. And now, more than ever, that must include our kids. The winner will receive a donation to help introduce even more children to the power of running, creating a happier, healthier future for the local community.

2017 Winner: Varsity Sports, Louisiana

ASICS believes that the key to a happy and healthy lifestyle is through a sound mind in a sound body. ASICS is an acronym — Anima Sana In Corpore Sano, which means “a sound mind in a sound body.”

The winner of this award embodies these values on a daily basis in both their personal and professional life. In honor of ASICS founder, Kicharo Onitsuka, a donation of $1949 will be made to the winner’s charity of choice.

2017 Winner: Ragged Mountain Running, Charlottesville, VA

Nominations should be submitted by October 15th to msullivan@divcom.com

TO REGISTER FOR THE RUNNING EVENT CLICK HERE

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© 2018 Diversified Communications

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RUNNING INSIGHT

Running Well Is Doing Well Kathy Gates opens her third store with a unique Kansas City flavor.

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or her third Running Well store in the Kansas City area, owner Kathy Gates wanted to reflect the people and passion that make up her local running community. From benches covered in her customers’ race bibs to a hydration station that serves as a gathering spot before and after group runs, the inclusive atmosphere reminds everyone that all are welcome in this place for every pace.

So into what was admittedly a rather dingy space in the Mission district of Kansas City, KS, emerged a truly unique 2000-squarefoot retail space – along with a good-sized 18

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backroom for storage and office space – as the third Running Well in town (the others are in Lee’s Summit, MO, and Barry Road in North Kansas City, MO). The store opened in mid-August.

“This store is unique to Kansas City because of how we wanted it to represent every type of runner as we brought our tagline ‘The Place For Every Pace’ to life,” Gates says. “We worked hard to bring community elements into the store at Mission.”

Among those elements: • A collage of runners making the Kansas City skyline.

• Benches made of bibs from runners in the community.

• An Aid Station with live demo Garmins and lockers for runners to store their belongings while they run.

“The city of Mission was the perfect place because it has a tight-knit community that supports local business and development,” she explains.

The Aid Station is an unusual concept that allows runners to hang out before and after runs, sample nutrition product, store their belongings in lockers and play with live demo Garmin units. While it serves

© 2018 Diversified Communications

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RUNNING INSIGHT

Running Well (continued) primarily as a weekly hang out for its group runs, Running Well plans on using the area for packet pickups and community education events as well.

Gates worked with retail design firm 3 Dots Design to develop the concept that is purposely very different than her other two more traditional running stores. She wanted a flexible space for events and a very eye-catching front window to catch the incredible amount of drive-by traffic on the busy street.

Additionally, it was important that the store include a zone for spouses or friends

of customers to hang out and sample nutrition and hydration products as well as touch and hold the Garmin watches they carry.

In most shops, Gates realized, customers can only look at the GPS units under a case, but they’ll sell much faster if they can be picked them up and put on.

3 Dots Design developed the unique graphics package that focused around some iconic landmarks in the Kansas City area. Each landmark is created by a collage of hundreds of images of Kathy’s loyal customers. n

Top: The August opening of the new Running Well store in Kansas City drew quite a crowd. Among the highlights of the new store are benches decorated with race bibs from customers (above); an Aid Station with live Garmin units (below); and 2000-square feet of retail space (right).

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© 2018 Diversified Communications

RUNNING INSIGHT

Running Has An Impact

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New York Road Runners report details the reach of its running programs.

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participants through 1 for You 1 for Youth, a joint initiative by NYRR and New Balance designed to give all kids access to the footwear they need to get moving. For every pair of shoes sold at the NYRR RunCenter featuring the NB Run Hub, New Balance donates one pair of shoes to NYRR’s youth programs.

Beyond its youth programs, in 2017 more than 15,000 runners took part in NYRR Open Run, a volunteer-led initiative that brings free weekly runs and walks to New York City neighborhood parks in need of programming.

The organization also offers free, weekly walking sessions through NYRR Striders.

Taking place in senior centers, community facilities and neighborhood parks across New York City, sessions include coach-led walks, stretches and drills and discussions on nutrition and healthy living. Last year more than 2000 people ranging in age from 50 to 105 took part in NYRR Striders.

“New York Road Runners strives to give people everywhere a reason to run,” says Peter Ciaccia, president of events at NYRR and race director of the TCS New York

City Marathon. “The foundation of New York Road Runners is its events and we are committed to delivering the best possible experience to runners, fans and communities alike.

“Last year we were joined by runners from around the world at the 50-plus events we produce across New York City’s five boroughs, including our crown jewel event, the TCS New York City Marathon. The more than 50,000 finishers of last year’s marathon are a true representation of the diverse running community we serve.”

We Run. We Rise. also highlights the new products and services NYRR introduced over the past year to elevate the vast online community of runners around the world.

With the introduction of NYRR Virtual Racing Powered by Strava, NYRR is now able to connect with runners from across the globe more frequently.

Motivated by the opportunity to set and achieve goals as part of the online running community, more than 8500 people have entered an NYRR Virtual Racing event, with proceeds directly benefiting NYRR’s free youth and community programs. n

© 2018 Diversified Communications

Photo: New York Road Runners

ighlighting its commitment to make fitness and the sport of running accessible to people of all ages and abilities, the New York Road Runners (NYRR) recently released “We Run. We Rise,” the group’s annual Impact Report for Fiscal Year 2018, which encompasses the months from April 2017 through March 2018.

The impact repor t highlights the nonprofit’s commitment to elevating the communities it serves with free and accessible community fitness programs and world-class running events.

“New York Road Runners’ mission is to help and inspire people through running and that statement drives everything we do as an organization,” says Michael Capiraso, president and CEO of NYRR. “Through our work, I have truly witnessed the transformative power of running.

“Whether running alongside the more than 50,000 runners who take part in the TCS New York City Marathon or visiting a group of Rising New York Road Runners for their weekly practice, I see clearly that running can have a deeper impact on all of us,” he adds.

Since 1999, NYRR has provided free running programs to youth across New York City’s five boroughs and nationwide. Today, NYRR annually serves nearly 250,000 youth, primarily through Rising New York Road Runners, its flagship youth program and events platform. Launched in the 2017-18 school year, Rising New York Road Runners provides free, high-quality, innovative programming designed to motivate all kids to get running and stay healthy and active for life.

During the program’s first year, kids from 48 states, plus Washington, D.C., logged more than four million hours of activity, which equates to approximately 18.5 million miles run.

Additionally, more than 7000 pairs of new running shoes were distributed to program

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RUNNING INSIGHT

running shorts Balega Debuts Fifth ‘Grit and Grace’ Collection to Benefit Breast Cancer Prevention Partners

Balega has continued its support of Breast Cancer Prevention Partners (BCPP) with the release of its fifth limited edition Grit and Grace collection. One dollar from every pair of Grit and Grace socks sold will benefit BCPP, which is a science-based advocacy organization that works to prevent breast cancer by eliminating exposure to toxic chemicals and radiation.

This year’s Grit and Grace line features three inspirational phrases embroidered into the toe of each brightly colored and uniquely designed sock. Each of the phrases was submitted by Balega fans that were inspired by people and experiences in their lives.

The phrases this year are: Be the Light Courage Rules Forever Forward.

Danielle Shively, of Lafayette, IN, began her fitness journey as a group fitness instructor who enjoyed helping to inspire others to achieve their goals. Danielle submitted “Be the Light” because, “It is about being that individual who can shine down on someone and help an individual through any struggle they might be facing and having the strength to carry them on. It may be with people and their fitness goals, people fighting cancer, or maybe on the race course helping encourage someone who thought they couldn’t make it.”

Jen Shull also submitted “Be the Light” because in 2011 her then 20-month-old daughter, Lilli, was diagnosed with brain cancer. “Our sweet girl relapsed in 2015 24

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and we lost her suddenly in February 2017.

Anyone who met her experienced her light.

Her hugs were something you longed for on a bad day. Her smile or laugh could warm your heart like the sun shining upon you. We should all go out each day and be someone’s light ... smile, offer a hand, give a hug. Be the light.”

Julie Gross from California says her phrase, “Courage Rules,” is simple: “Leaving my comfort zone, a combined element of perseverance, overcoming obstacles and barriers to a successful outcome. Whether it is through Sport, Spirit, Life; never visualize failure. Through love, kindness and compassion, these elements are all part of the human condition; with courage, we will rule!”

Last but not least, Nikkia Young, from Richmond, VA, is a 26-year-old runner, yogi and fitness enthusiast who spends her free time volunteering with Girls on the Run and the Richmond Road Running Club.

Nikkia’s phrase, “Forever Forward,” is a personal reminder about her commitment to physical fitness. “The word ‘forward’ has been an important word for me since I started running and working out. It doesn’t have to be fast or be the first, but forward for me means progress. Forever forward is another way of saying ‘never give up and don’t quit, as long as you are moving forward, you are a winner.’”

Balega’s Grit and Grace socks will retail for $13 per pair and are being sold only

through balega.com and run specialty stores for a limited time, beginning Oct. 1. For more: balega-socks.implus.com/giving-back.

Brooks Offers Twin Incentives

Brooks Running is inviting marathoners and 10 milers to participate in its “Outrun Yourself Challenge,” which encourages runners to strive for a new goal. Runners who improve their overall race time from 2017 will be awarded for their accomplishment with prizes including Brooks gear and entry into the 2019 Medtronic Twin Cities Marathon.

All runners who beat their previous years’ time in the same distance (Medtronic Twin Cities Marathon or Medtronic TC 10 Mile) will be automatically entered to win one of three prizes. Out of the qualified runners, 25 will win a package that includes a marathon entry and VIP package for the 2019 Medtronic Twin Cities Marathon, as well as Brooks shoes and apparel.

New Balance Donates To UMass

A $5 million pledge New Balance has helped create the Dr. J. Keith Motley Chair for Sports Leadership & Administration at UMass Boston. The chair will head a new sports management and leadership Bachelor of Arts program.

Decathlon Opens in SF

Decathlon, the French retailer that now has more than 1400 stores in 45 countries,

© 2018 Diversified Communications

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RUNNING INSIGHT

running shorts

Led by an additional 15,009 participants in girls’ sports programs, the overall number of participants in high school sports

PURPOSE

Stifel Survey Lauds Nike

The inaugural Athletic Apparel and Footwear Consumer Survey from Stifel points to much higher spending intentions for athletic apparel in the next six months and a more modestly higher purchase intent

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followed closely by cross-country (3824).

Outdoor track and field is the second most popular boys’ high school sport with 600,097 participants, behind only football (1,036,842 participants). Cross-country is sixth with 270,095 participants.).

Outdoor track and field continues to lead the way for girls, with 488,592 participants; cross-country is sixth with 223,518 participants.

OS1st.com · 844-413-5457O HalfPage9_24.indd 1

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KNEE

Track Participation Up in High Schools

increased for the 29th consecutive year in 2017-18, according to the annual High School Athletics Participation Survey conducted by the National Federation of State High School Associations (NFHS).

The number of girls participating in high school sports reached an all-time high of 3,415,306, and boys’ participation also set a new standard at 4,565,580.

While the number of additional participants this year (17,351) was not as substantial as the previous year (94,635), a steady increase in several boys’ and girls’ sports extended the streak to a record-breaking 29th year.

Among boys’ sports, soccer registered the largest gain with 6128 additional participants,

quad

is opening a full-line store in Emeryville in San Francisco’s East Bay, marking its first step towards expansion into the U.S. market.

The new store will be a 47,000-square-foot interactive retail space six times the size of Decathlon’s Lab Store in San Francisco.

The location will feature more than 100 sports and in-store facilities to test sports equipment. The store will feature a major presentation of Kalenji, the retailer’s house brand of moderately priced trail running shoes and apparel.

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9/26/18 9:05 AM © 2018 Diversified Communications

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RUNNING INSIGHT

running shorts around athletic footwear.

The survey of 1252 consumers was designed to better understand behavior, preferences and trends in the athletic footwear and apparel space, including brand affinity, product and style preferences, spending priorities and expectations, and shopping habits. The investment firm plans to conduct the survey every 12 months.

Among brands, Nike is most often cited as the primary brand for both athletic footwear (40 percent of the target population, including 49 percent for Gen Z) and athletic apparel (40 percent of the target population, including 52 percent for Gen Z). The brand’s popularity skews towards high-value consumers who self-identify their personal style as “on-trend.”

The brand particularly resonates more with consumers who identify as Black/ African-American and other minorities, versus both the average population and those who identify as White/Caucasian.

Under Armour is the second most popular athletic apparel brand. Fourteen percent of men and 13 percent of women selected Under Armour as their primary athletic apparel brand and popularity skewed towards Millennials.

Adidas was the number three footwear brand, the number two men’s apparel brand and the number four women’s apparel brand.

For footwear, the brand was more popular across younger age cohorts and scored high with Urban consumers.

Among other brands: • Vans was identified as the primary brand by two percent of respondents despite the questionnaire focus on athletic footwear.

• The North Face was selected by three percent of the sample as the primary athletic apparel brand, and six percent for Urban consumers.

• New Balance, trailing only Nike, ranked second among footwear brands in terms of primary brand, although the brand skews noticeably older than average with White/ 28

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Caucasian preference.

• Skechers is the number four ranked primary footwear brand and particularly popular with Gen X women.

• Hoka One One earned high ratings on comfort, fit, and quality although it failed to crack the top-15 list of primary footwear brands.

Overall in footwear, the Primary Brand Selection’s top-15 rankings were Nike, New Balance, Adidas, Skechers, Asics, Converse, Reebok, Jordan, Brooks, Under Armour, Puma, Vans, Adidas Originals, Saucony and Fila.

New Product: Jaybird Tarah Wireless Sport Headphones

Jaybird, a maker of sport headphones for runners, recently unveiled Jaybird Tarah Wireless Sport Headphones, what it bills as “the earbud choice for those looking to cut the cord.”

These water proof and sweatproof Bluetooth headphones deliver a secure, comfortable fit with uncompromised sound and six hours of play time.

Tarah allows runners to enjoy their music without distractions from their headphones.

The interchangeable, ultra-soft silicone ear gels allows users to customize for a secure and comfortable fit. The Speed Cinch cord management system adjusts the length of the

cable on the fly and the internal rechargeable battery offers six hours of play time per charge.

Jaybird Tarah Wireless Sport Headphones were available at jaybirdsport.com on September 25 and in stores and online in the U.S. and Canada in October 2018 for a suggested retail price of $99.99.

Under Armour Cutting Workforce

Facing increasing bottom line pressures, Under Armour recently revealed a restructuring program that will cut about 400 jobs, or about three percent of its global workforce,

by March. At the same time, the company raised the lower end of the fiscal 2018 earnings forecast.

Under Armour says the update to its 2018 restructuring plan was based on an organizational and process redesign intended to optimize the company’s strategic growth initiatives and overall business performance. The company expected to incur total estimated pre-tax restructuring and related charges of approximately $190 million to $210 million in connection with its 2018 restructuring plan. Following further evaluation, the company has identified approximately $10 million of cash severance charges related to the cuts. Accordingly, it now expects approximately $200 million to $220 million of pre-tax restructuring and related charges to be incurred in 2018.

The reduction in workforce is expected to be completed by March 31, 2019 and represents the final component and update to the company’s 2018 restructuring plan.

“In our relentless pursuit of running a more operationally excellent company, we continue to make difficult decisions to ensure we are best positioned to succeed,” explains Under Armour CFO David Bergman. “This redesign will help simplify the organization for smarter, faster execution, capture additional cost efficiencies and shift resources to drive greater operating leverage as we move into 2019 and beyond.” n © 2018 Diversified Communications

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THE RUNNING EVENT

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NOVEMBER 27-30, 2018 • AUSTIN, TX

An interactive, educational area on the exhibit hall floor devoted to the growing trail running category. Featuring presentations from top athletes, brands and retailers who will highlight opportunities around this evolving business.

Presenting Sponsors:

Content Partner:

Research Partner:

Supporting Sponsors:

Special Seating Sponsor:

Visit www.therunningevent.com/trailhead for more details and a daily presentation schedule.