Running Insight 11.01.2019

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

NOVEMBER 1, 2019

OFF THE

BEATEN PATH Run specialty seeks new adventures in the Great Outdoors Preparing for TRE: How one brand does it. Retailer Tips: Page 8 Cover photo: Boa ties it up on the trail.

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Aim For GREAT! ‘What would Eddie do?’ and more tales of retail inspiration / By Daniel P. Smith

T

he moment could’ve easily passed over Tom Vladimir’s head.

Walking down the hallway of the Boca Raton Resort and Club with his friend and resort president John Tolbert, Vladimir observed Tolbert bend down and pick up small pieces of paper littering the carpet.

It was a simple, modest act, of course, but one that has remained etched in Vladimir’s mind. Tolbert, a suited-up executive who oversaw a resort boasting annual revenue

of more than $200 million, didn’t pass over the menial task or assign it to any one of the resort’s 1200 staff members, but rather immediately handled it himself.

“It’s that attention to detail that comes from the top which has always stuck in my mind,” says Vladimir, head of the Runner’s Edge in Boca Raton, FL. “I believe the best leaders aren’t afraid to set an example and expect their staff to show the same attitude that nothing is beneath them or their pay grade.”

As Vladimir can attest, ideas for a stronger run specialty store can come from the most unlikely, seemingly unrelated of places.

Whether it’s tangible marketing ideas or customer service philosophies, running retailers can draw inspiration and lessons from the retail and hospitality operations around them.

So, What Would Eddie Do?

In his early 20s, Steve Moore worked for an entrepreneurial Maryland restaurateur

The Run Moore team celebrates the opening of its new unit in Westminster, MD, with a ribbon-cutting event in August. Run Moore owner Steve Moore attributes the growth of his independent running store to above-and-beyond customer service.

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Successful Retail Experiences (continued) “I believe the best leaders aren’t afraid to set an example and expect their staff to show the same attitude that nothing is beneath them or their pay grade.”

TOM VLADIMIR RUNNER’S EDGE BOCA RATON, FL

Run Moore owner Steve Moore -- here with two customers at his Westminster, MD, running store -- says his past work in the hospitality sector afforded him rich perspective into high-touch customer service.

named Eddie Dopkin. One evening, Moore watched Dopkin visit tables at his upscale restaurant. A female customer mentioned that she loved his breakfast joint across the street, largely because it was the only place she could find that carried Stevia. Moments later, Moore watched Dopkin sneak across the street, open his breakfast spot and return with two packets of Stevia for the woman’s iced tea.

“This wasn’t asked for or even warranted, but Eddie did it anyway,” Moore recalls.

“That always struck me because it wasn’t only going above and beyond, but going above and beyond when it wasn’t even expected.”

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At Run Moore, his Westminster, MD-based running store, Moore has since adopted the “What would Eddie do?” refrain as a rallying cry for superior customer service.

Giving Out Advice

In one recent instance, Moore says a customer entered seeking nutrition for her first 10k race, subtly mentioning a recent IT strain. Staff members immediately jumped in with exercises, tips and other suggestions to address the pain.

“It’s easy when someone says something in passing to just ignore it. After all, she didn’t come in for that reason,” Moore says. “She left, though, with a lot

more knowledge and I’m betting we’ll see her again.”

After visiting a local high school program with staff from Run N Fun, her Minneapolisbased running store, Kari Bach and her team settled in for dinner at a local eatery. The restaurant’s owner was touching tables across the dining room when he stopped at Bach’s group and asked if this was their first visit. As it was, Bach said so and the owner welcomed them. He later returned with a gift card for a future visit, a movie card and a salt-and-pepper shaker set.

Sock It To Them

“This wasn’t something advertised at all, but a really smart idea

that showed he cared and valued our business,” Bach says.

Impressed by the act, Bach has since instituted a similar practice at Run N Fun, dispensing complimentary socks to first-time customers and inviting them to return to Run N Fun again.

Bach says the simple, unexpected effort, one designed to heighten customer loyalty and counter future online purchases, seems to genuinely impress customers.

“It shows them we’re willing to take those extra steps to earn their business time and time again,” she says Doing Right for the Customer

At 5’6”, Bob Dyer struggled to find well-fitting apparel, especially formal attire like the suits and dress shirts required for his past life in the corporate world.

That’s why Dyer became such a loyal, decades-long customer of Sam Cavato Men’s Wear near St. Louis.

While the store didn’t have a bevy of options in Dyer’s size, Sam Cavato’s staff never sold Dyer on compromises or accepted dead ends, even calling Dyer when new product arrived that might suit his slight frame.

“They never tried to sell Bob on something that didn’t fit him or to convince him to wear something bigger,” recalls © 2019 Diversified Communications

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Successful Retail Experiences (continued) “We talk about not just taking their money and letting them leave, but rather continuing to engage them and putting an exclamation point on their experience in our store.”

SUSIE STEIN UP AND RUNNING DAYTON, OH

Dyer’s wife, Jennifer Henderson.

“They looked at the long-range relationship and doing right by us.”

Dyer and Henderson have since brought that same attitude to Running Niche, the St. Louis running store the couple opened in Spring 2018. If a customer falls out of the norm – someone who needs a 4E shoe or a size J bra, for instance – neither Dyer nor Henderson push a subpar alternative. Rather, they’ll introduce proper solutions, which might include a special order or even sending the customer to a competitor with a deeper array of on-hand options.

“Ultimately, we want them to be runners and to give them an experience rooted in their best interests,” Henderson says.

Years ago, Susie Stein, owner of the two-store Up and Running chain in Dayton, OH, read a story she refers to as the “pink pen.”

A couple went out to dinner at a high-end restaurant, Stein retells, and the night featured impeccable food and service.

Honoring the Process

“Treated like a queen and king,” Stein says. “Everything to the nines.”

At the meal’s conclusion, the waiter brought over the folio, which held the bill, the customer’s credit card and a pinkfeathered pen far more suited for a corner diner than a five-star restaurant. For Stein, the story underscored the importance of minding the details and delivering a top-notch experience from

beginning to end.

“In this case, that cheesy pink pen was the last thing the couple remembered about the restaurant,” she says.

The “pink pen” lesson is one Stein relays to her Up and Running staff often. In fact, the last step in the store’s sales process calls for associates to “notice [the customer’s] eyes.”

It’s a reminder to see the process through to the very end, which might include shaking hands after handing customers their bagged product or walking the customer to the door.

“We talk about not just taking their money and letting them leave,” Stein says, “but rather continuing to engage them and putting an exclamation point on their experience in our store.” n

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TRE Here We Come!

How Saucony readies for The Running Event. / By Daniel P. Smith

A

week after the 2018 edition of The Running Event (TRE), members of Saucony’s sales, product, marketing and leadership teams began filing into the Saucony Showroom inside the company’s Massachusetts headquarters. For the next two hours, the individuals traded perspectives, observations and ideas about the recently passed four-day industry gathering in Austin, TX. Led by Pamela Preuss, who’s been running Saucony’s trade show operation for more than a decade, the group engaged in a candid discussion about Saucony’s presence at TRE and how the brand captured mindshare in a lively environment featuring more than 250 exhibitors. There was also a deep dive into feedback from retailers – the good, the bad and the ugly about Saucony’s performance in the run specialty channel – as well as a frank review of competitors’ presence at the show.

“We do this in the moment, so it’s fresh,” explains Don Lane, whose first order of business upon being named Saucony’s chief marketing officer last November was hopping a plane to Austin to be on the trade show floor.

That December 2018 meeting represented Saucony’s first step in its year-long march to TRE 2019, an earnest review that has since fueled the brand’s presence and messaging at an annual gathering Lane calls “the pinnacle event in our industry.”

“We need to get TRE right,” he says.

Defining Objectives

As 2019 unfolded, Lane defined two key priorities for Saucony at TRE 2019.

First, he wanted to reinforce the company’s new “Run For Good” brand platform.

Launched on Global Running Day in June with the world’s first Instagram relay race, Run For Good celebrates the positive that comes from running. According to Lane, the three-word mantra informs virtually everything connected to the brand’s marketplace 8

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Saucony has spent a year preparing to showcase its brand and product at The Running Event next month.

presence — from its external partnerships and activations with retailers to its marketing and product development.

“It’s not a tagline,” Lane says of Run For Good, “but really a north star for us because we believe what we do will be as important as what we say.”

TRE 2019 represents the first time Saucony is bringing the Run For Good campaign to life on a trade show floor and Lane says the brand’s messaging around the platform will intensify throughout 2020.

One of the run specialty channel’s linchpin brands, and certainly one hungry to gain market share, Saucony’s second objective was to showcase its innovative spirit and offer a glimpse into its future. To that end, Saucony is debuting the Endorphin Collection at TRE

2019, three distinctive footwear models slated to hit the market in summer 2020.

Raising the Endorphins

Developed in collaboration with Saucony’s elite athletes yet built with the everyday runner in mind, the Endorphin Collection blends bold aesthetics – “These are a real step forward for us in terms of design,” Lane says – with technical punch. The Endorphin Pro and Endorphin Speed, for instance, both feature a Pebax-infused midsole called PWRRUNPB that is the lightest midsole Saucony has ever brought to market.

“We’re talking some seriously advanced tech inside these shoes,” Lane says.

With TRE 2019 closing in, Saucony leadership began reaching out to corporate,

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Saucony Prepares for TRE (continued) sales and field staff as well as its roster of elite athletes about TRE participation. About 20 Sauconyrelated staff will attend TRE, including executives, tech reps (so-called “Shadows”) and elites Molly Huddle, Parker Stinson and Jared Ward. With that comes the process of coordinating flights, hotel rooms and TRE access.

Minding the Details

At the same time, Saucony plotted its presence on the floor.

For its 150-square-foot booth, the company’s internal graphics design team crafted visual displays in line with the company’s Run For Good platform. Other creatives, meanwhile, completed a video for booth televisions showing the latest Run For Good

initiatives and products.

“We had a lot of discussions about creating a space that is inviting and one people want to stay in,” Lane says.

Inside the booth, brand leaders decided against showcasing Saucony’s entire product line, choosing only to display the Endorphin Collection, select trail footwear and new colorways.

“We’ve gone with the reductive approach because we want to show we’re a brand looking forward, not backwards,” Lane says. “We have something to say and we’re going to say it clearly.”

Amid an assortment of easyto-overlook details like ordering booth electricity and furniture, Saucony also plotted its booth Happy Hour, including ordering

Koozies featuring Rod Dixon’s noteworthy quote: “All I want to do is drink beer and train like an animal!” There’s also the process of scheduling meetings with retailers, media and other industry partners.

“TRE is the place we can build and strengthen relationships with our run specialty partners by being very clear about who we are and where we’re going,” Lane says. “We want to show we’re engaged and investing in the run specialty channel.”

Bringing the Message Home

With Saucony’s overall brand message in place and show details coming together, brand leadership looked to accentuate those key talking points.

Sharon Barbano, head of Saucony Trail Strategy and a former U.S. trail running champion, finalized details for the 30-minute Saucony Dirt Power Women’s Panel on TRE Thursday. The four-member panel, which includes Saucony president Anne Cavassa and u lt r a r u n n i ng s t a r M a r c y Schwam among others, will share tips on taking running from the road to the trail as well as how running stores might encourage more women to find their “dirt power.”

“We’ve seen significant growth in trail because we’ve focused on it and that will continue at TRE,” Lane assures.

In addition, Saucony creatives completed a full-page ad for the

Saucony plans to ramp up the star power at TRE by featuring some of its star athletes, including (from left) Molly Huddle, Parker Stinson snd Jared Ward.

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Saucony Prepares for TRE (continued)

Saucony chief marketing office Don Lane spent his first few days in his new position at The Running Event in 2018. This year he plans for the company to have a major presence during its key trade show.

TRE show program. Showing the forefoot of one Endorphin Collection shoe, the ad invites attendees to stop by the Saucony booth for a “sneak peak” at the all-new Endorphin Collection and chats with Huddle, Stinson and Ward about the collaborative process that led to the development of the footwear.

“It’s both creating awareness for new product, but a call to action as well,” Lane says of the ad.

The presence of Huddle, Stinson and Ward also enables Saucony to reinforce its Run For Good message. The three are not only notable athletes, Lane reminds, but individuals who actively engage with the world around them. Ward, for instance, teaches statistics at Brigham Young University, while Huddle is involved with charitable causes like Project Purple and Team for Kids.

“They are great symbols of who we are in the world,” Lane says.

Saucony will then reinforce that message with the Run For Good Award at the TRE banquet. Spurred by Saucony’s Run For Good Foundation, a long-time initiative committed to battling childhood obesity, the Run For Good Award recognizes a retailer who inspires children to take up the sport through community-based youth running programs.

“The Run For Good Award is another way we can highlight the good that comes from running,” Lane says. “Even more, though, it’s a way to publicly recognize the great efforts of a run specialty retailer.”

When the Austin Convention Center eventually empties on December 5, Lane hopes retailers leave feeling the energy and momentum building at Saucony.

After all, it’s been a year-long effort to underscore just that point at TRE. “I hope retailers believe the best is yet to come from Saucony,” Lane says. n

Are You Ready for TRE?

Five pre-show planning tips for retailers attending The Running Event.

RETAILERS: A LITTLE PLANNING can help you maximize your trip to The Running Event.

1. Create a schedule. Identify breakout sessions you plan to attend and outline where you need to be and when on each day. Leave some wiggle room, though, so you can react to anything particularly intriguing.

2. Establish priorities and a plan.

Pinpoint vendors you need to see on

the trade show floor, perhaps even creating a “must see” and “like to see” list. Note any specific questions you want to ask.

3. Make appointments. Especially for those “must see” vendors, contact the brand beforehand to schedule a meeting. This way, you’re assured of face time and better positioned to have a productive conversation.

4. Prepare your pitch. Eager to get a new brand into your store or deepen

ties with an existing vendor? Prepare a packet that shares store background, key data and photos as well as ideas for highlighting the brand in your store.

This will show you’re serious about being a valued partner.

5. Split up. If you travel to TRE with other store staff, divide and conquer.

Plan to attend different breakout sessions, divvy up the to-do list and challenge each other to find notable products or new ideas. n

To register for The Running Event: https://www.therunningevent.com/register/ 12

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Hot on the Trail The appeal of trail running continues to spread, including among those all-important urbanites. / By Judy Leand

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to nature that’s hard to obtain while surrounded by the peripheral sounds of the city,” says Dave Wittlinger, national sales director for Venga Endurance. “Feeling at peace with Mother Nature has proven beneficial to our state of mental health.”

The SFIA’s 2019 Topline Participation Report for Trail Running reveals that there were just over 10 million participants in 2018, up 9.4 percent from 2017, and accounting for five-year average annual growth of 8.1 percent. The upshot is that despite being a far smaller market than road running, trail running is flourishing and thanks to an ever-increasing roster of races and events,

it remains an important growth category for vendors and retailers Off the Beaten Path

“I think there are a few reasons for the increased popularity in trail running. Having been around the sport for over 30 years, I see so many more events and races than ever before. They’re all of different distances, but I especially see more long-distance races that require more training and preparation and probably deliver more gratification once completed,” observes Tony Post, CEO and founder of Topo Athletic. “It can be a social experience but it’s still very challenging

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Photo: SmartWool

here is no question that outdoor activities such as trail running are continuing to resonate with a widening swath of Americans who want to unplug from harried lives and immerse themselves in nature, if even for a short while. Among the sport’s many draws are that it’s fun, easier on the body than running on pavement, far less boring and repetitive than indoor gym workouts, plus it often provides beautiful scenery and has an engaging social aspect.

“As congestion in urban areas increases, our need to ‘get away from it all’ has boomed.

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trail, there’s a level of spontaneity and the unknown so you reset and rely on all of your senses to guide you. As a result, you end up feeling more centered, more human,” he says.

Although many trail running market experts agree that the sport’s hotbeds in the U.S. tend to be mountainous and rugged regions (think: Rockies, Sierras, Appalachians), Jared Smith, product line manager for trail run at Hoka One One, points out that it’s not necessary to be near the mountains to get onto a trail.

“The overall growth in the U.S. and globally is based on experiential adventure, and it spans a broad array of age groups. The

the East and Southeast. “From Washington, DC, to Atlanta, Georgia, there are communities rich in road running history combined with an abundance of trails and open spaces to play outdoors, and these forces have helped some of these areas shine in trail running,” Smith says.

Trail running is also drawing road runners who are seeking relief from years spent pounding the pavement, according to Katie Pyle, product line manager for Saucony Trail. “Trail running often requires the use of different muscles, so it can be beneficial from a strength and balance perspective,” she says.

“There are so many more ways to participate in the sport than ever before — many different race options and distances, group runs, and information and education around the sport.”

Racing for Growth

On the competition front, there is growing interest in multi-day and festival-based trail running events, notes Steve Aderholt, VP–operations for Ragnar Relay.

“These events do a great job of capturing the broader community feel of trail running while still providing experiences in more destination-type environments.

Multi-day events are providing options for a ‘runcation’ spent on trails both in the U.S. and abroad.” He adds, “It will be interesting to see how those grow as the base of trail runners grows, as it is unique to trail versus road running.”

Inga Johnsn, Ragnar Relay’s CMO, notes that many Ragnar participants are drawn to trail running because they are craving a new challenge and are actively replacing road events with races © 2019 Diversified Communications

Photo: Tecnica

and rewarding once completed.

I think the challenge is different and more interesting than traditional road running when you throw in different types of terrain, elevation, vertical gains and descents that may require hiking and walking in addition to running. But above all, I think people just have a love for being in that environment: in the mountains, woods and deserts.

It’s satisfying the instinct we have to be in nature.”

Nilou Mozafari, design manager for performance at The North Face, concurs. “In an increasingly digital age, we’re expressing a need to connect back to nature. When you run a

opportunity to get out and explore someplace new is becoming more attractive and differs according to location,” he says. “There’s an advent of more people talking about going to local parks and trails that aren’t necessarily near mountains.”

Just as importantly, Smith has noticed that the urge to explore ties into social media because the experiences are “Instagramable” and easy to share with friends and family. “This influences what’s accessible and available in local areas and helps to identify local trails. Experiencing things rather than buying things is becoming more prevalent now.”

Kevi n Fitzpat r ick, New Balance’s GM for performance footwear, expands on this idea by commenting, “We live in a new age of digital entertainment.

With increased subscriptions to streaming services, people have more access than ever to incredible content that showcases all of the adventure and challenge that trail running can offer.”

M o r e ove r, Z a c h K i n g, SmartWool’s product line manager for men’s socks, believes the sport is showing maturity with improvements in inclusivity. “Trail running is no longer limited to eccentrics and elusive mountain people, but instead has formed communities within the heart of major cities [as well as] core outdoor communities,” he explains. “Trail running includes everyone from walkers to elite runners, and every age, race, sex, size and background.”

While traditional regions within the American West remain magnets for the sport, many brands are seeing a significant amount of growth in densely populated areas, specifically in

Hot on the Trail (continued) held on trails. “We have 20 races now spread across the U.S., and honestly we’ve seen great interest in so many areas of the country that no one geographic area pops out,” she exclaims. “We will continue to add more races in both the U.S. and abroad, with new races already launched in Mexico, Australia and the U.K.” Johnson notes that Ragnar is also expanding new formats in the U.S. to capture more beginners as well as those ready for additional challenges. These efforts include single-day events that require less of a time commitment than regular overnight races, and the addition of a “Black Loop” at select Ragnar events that nearly doubles the mileage.

Ragnar’s other key initiatives

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involve sustainability, such as holding cupless races, putting solar panels on race trucks, and making composting/recycling commitments. Earlier this year, Ragnar launched its “Size Matters” campaign that encourages runners to leave a smaller carbon footprint at events by purchasing offsets. These programs involve Ragnar race partners including Nathan, which supports cupless initiatives; Craft, which provides eco-friendly participant T-shirts; and Merrell, which produced a mini-documentary showcasing the work of Ragnar trail sweepers.

Devoted to the Trail

In the greater scheme, many vendors that once concentrated primarily on road running are

now devoting more attention and resources to the trail side of the business. For example, Saucony will launch a trail-specific apparel and accessory collection in Fall 2020. The company also recently signed a long-term deal with Grayson Murphy, the 2019 Women’s Mountain Running Champion and five-time AllAmerican from the University of Utah, to further elevate the brand’s commitment to the women’s trail running community. A variety of race sponsorships and a new program with the American Trail Running Association are also part of the mix. And New Balance is now launching New Balance All Terrain, a seasonal outdoor collection designed to easily go from trail to street.

“As marathon participation

begins to level out following years of steady growth, athletes are looking for new ways to challenge themselves,” says New Balance’s Fitzpatrick.

“We’ve also seen an increase in race-related travel where runners are choosing events based on location. Trail running easily fits both of these criteria by allowing runners to experience a new challenge in some of the most beautiful places in the country.”

At present, trail running accounts for about 10 percent of New Balance’s total running business, driven in large part by the success of the category in the brand’s European markets.

“We are refocusing our efforts in [the trail running] space and we believe there is a lot of opportunity to differentiate and grow

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Hot on the Trail (continued) a more serene experience of being in nature.”

Even for a supplier such as Boa Technology, which is involved in a variety of categories ranging from biking and snowsports to running, hiking, golf and more, trail running is one of the company’s fastest-growing segments.

“Trail Running will be one of the largest contributors within our athletic unit in the next five years and it’s a key segment that we’re highlighting to be a core business,” says Eric Weis, Boa’s global business unit director, athletic. “Trail running is a growing sport and an area in which we’re seeing lots of product innovation. This aligns with our goals of enhancing product performance through fit.”

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the category,” he says.

Not surprisingly, for many brands rooted in the outdoors, trail running continues to be a growth driver. “Trail running footwear is the fastest-growing category for adidas Outdoor,” says Patrick Tullos, senior manager of brand communications and sports marketing for Adidas Outdoor. “We expect the [entire] category to be very strong for the foreseeable future.”

At Topo Athletic, Post reports that, “Trail running is 50 percent of our business today—and that’s pretty much the same in the U.S. and Europe. Compare that to just three years ago when it was maybe 20 to 25 percent of our total.” He expects continued growth “as more runners discover

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Hot on the Trail (continued) As more people venture offroad, vendors and retailers are doing their best to serve the market with new technologies and innovations across a broad product spectrum. Key trends and developments include: • The continuing evolution of light and fast gear • Customizable footwear • Advancements in rugged and lightweight durability, as well as versatility in grip and traction for footwear • The crossover of trailinspired footwear, apparel and accessories into the outdoor lifestyle market • A bigger focus on women’s-specific designs across all categories • Greater use of sustainable

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materials and eco-friendly manufacturing practices • In the nutrition category, increasing interest among runners to learn more about the products they put into their bodies, most notably CBD. “You’re constantly seeing athletes set new standards for trail running, and there’s a lot of attention on how people are building out their kits,” says The North Face’s Mozafari. “Focusing on lightweight, sustainable, and protective options, people are invested in high-quality, reliable gear.” He notes that the market is moving away from bulky garments and toward layering systems, and there’s also a focus on women’s-specific design. Storage and packability

are important product attributes, as well.

Nick Clinton, product line manager at Brooks Running, believes the fastest-growing need in trail running footwear is underfoot cushion because it can provide propulsion, shock absorption, adaptability over uneven terrain, connection to the trail, and/or protection. “It’s important to minimize the distraction of discomfort so you can properly enjoy the beauty of the outdoors.

What’s equally important is to pick the right trail shoe for your needs and [end-use],” he says.

Toward this end, the company has a strong partnership with its elite trail running group, the OffRoad Runners, and also regularly connects with the trail running

community for insights, product testing and feedback.

However, Casper Copetti, co-founder of On, warns that to be just a trail brand is a tricky proposition. “Often, trail running is equated with ultra marathon running, which eliminates a lot of people. There’s almost a gradient between trail running and speed hiking,” he says. At present, trail running comprises about six percent of the brand’s U.S. business, and On is currently developing product for less-technical trails such as fire roads. Copetti echoes the sentiments of many in the market when he says, “Trail running is a great way to reconnect with nature, and the whole trail and outdoor business is very close to our heart.” n

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The Adidas Outdoor Terrex Two Ultra Parley trail runners feature a Parley knit upper for a seamless, sock-like feel that provides breathability and room to expand over long trail runs. A responsive Boost midsole maximizes cushioning and returns energy, and a Continental Rubber outsole provides grip (SRP $180).

The New Balance Fresh Foam Hierro Boa is Boa Technology’s first dual-dial shoe for trail running.

The shoe’s Boa Fit System activates a tri-panel canopy for stability and a more consistent connection to the midsole (SRP $160).

The all-new Brooks Divide offers a familiar road shoe fit combined with a lightweight rock plate to protect feet from rocks and roots, and a TrailTack sticky rubber outsole for extra traction (SRP $100).

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© 2019 Diversified Communications

TRAIL GUIDE ... NEW PRODUCTS

The Dynafit Feline UP Pro Alpine running shoe features a new Litebase outsole package developed in collaboration with Vibram. Much like the casing of a bike tire, the Litebase outsole has its rubber sole bonded to a fabric backer, allowing for a sensitive outsole while still protecting against rocks. A slingshot heel rand locks the foot securely into the shoe for added stability (SRP $169.95).

The Hoka One One Speedgoat Mid 2 GTX boasts a Gore-Tex waterproof/breathable technology, a waterresistant mesh upper, a lightweight foam midsole and a Vibram MegaGrip rubber outsole. Zonal rubber placement and 5mm stepped lugs add support and stability (SRP $170).

The New Balance 850 AT, part of the new All Terrain collection, can go from off-road to streets with ease.

The shoe delivers Fresh Foam X cushioning in the midsole, and a Vibram outsole for added grip. The style takes cues from the original 850 silhouette with alternative NB branding, panel design and nylon webbing details (SRP $180).

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Š 2019 Diversified Communications

TRAIL GUIDE ... NEW PRODUCTS

The On Cloudventure Peak lightweight trail racer offers a breathable and durable stretch mesh upper with sock-like construction for fit and comfort. A re-engineered Speedboard has a split design at the forefoot and a narrower midfoot section for torsion control, and five forefoot cloud pods on the outsole provide cushioning and grip (SRP $150).

The Tecnica Origin LT features a customizable fit.

The shoe upper and footbed can be thermo-molded to the feet of each customer using Tecnica’s patentpending Custom Adaptive Shape (C.A.S.) Machine.

After the 15-minute in-store process, the shoe will fit like a second skin and perfectly match the uniqueness of each foot (SRP $170).

The Topo Athletic Runventure 3 boasts an aggressive Vibram XS Trek outsole, an ESS forefoot rock plate, and an antimicrobial OrthoLite footbed. The total stack height is 20mm (SRP $120).

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Š 2019 Diversified Communications

TRAIL GUIDE ... NEW PRODUCTS

The North Face women’s Ampezzo is designed for trails that call for extra traction. Benefits include a breathable and supportive dual-mesh upper, an internal arch strap on the tongue for support, and nosew TPU on the heel and forefoot for added stability and a lockdown fit. A proprietary EXTS outsole traction system provides grip (SRP $130).

The Saucony Peregrine 10 GTX delivers PWRRUN midsole cushioning that protects against impact and trail hazards, a fast-drying mesh liner, and directional lugs made of PWRTRAC tacky rubber. The outsole is mapped for drainage or winter stud customization (SRP $140).

The new Salomon Speedcross 5 GTX features a new Gore-Tex construction with a floating tongue that improves comfort and streamlines the overall look and feel of the shoe. Like previous Speedcross 5 models, this latest iteration maintains the grip, outstanding cushioning and precise fit that have made it a favorite (SRP $150).

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Š 2019 Diversified Communications

TRAIL GUIDE ... NEW PRODUCTS

Patagonia’s Capilene Cool Trail Tank for women (left) and Shirt for men are quick-drying and wicking. Both are made with HeiQ Fresh durable odor control and contain from 50100 percent recycled content (SRP $35 for Tank; $39 for Shirt).

Venga Endurance Ultra Gels contain 750mg of water soluble CBD sourced from organically farmed, medical-grade whole plant hemp, and provide five times the absorption rate into the body than typical CBD. The Gels are also THC-free and fortified with nano-emulsified curcumin for increased antiinflammatory potency (SRP $99).

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The North Face’s Flight Futurelight Jacket is fully waterproof and ultra-breathable. The nano structure of the Futurelight membrane allows air to pass through for better venting and breathability without sacrificing waterproofness and durability (SRP $280).

The SmartWool women’s PhD Pro Endurance sock includes Indestructawool technology for enhanced durability, Malleoulus ankle cushion for protection on rugged trails, a 4 Degree elite fit system, and Shred Shield technology that reduces wear from toes. The women’s-specific design features a narrower heel and slimmer fit (SRP $25.95).

The Wigwam SynchroKnit Surpass Light Mid Crew features SynchroKnit construction that strategically eliminates stitches, so bulk is reduced in areas of the leg and foot with less volume, including the ankle and arch/instep area. The sock also has a seamless toe closure and an antimicrobial finish (SRP $19).

© 2019 Diversified Communications

The WIDE WORLD of RUN Interested in Exhibiting?

The Running Event is the intersection of all key players in the run industry.

Contact Us! Christina Henderson chenderson@divcom.com (214) 263-4706

DECEMBER 3–5, 2019 • AUSTIN, TEXAS therunningevent.com Produced by

Boa’s Scientific Approach Denver-based company is taking a science-first approach to trail running shoe uppers. / By Brian Metzler

Boa has reorganized to become an innovator of high-performance fitting systems for its brand partners.

I

f you think about it, traditional shoe construction is still largely based on 19th century design paradigms. And yes, that includes running shoes.

Most running shoes have a midsole/outsole chassis that sits below the foot and an upper, secured by laces, that covers the top of foot. While considerable time, effort and money have been invested in developing fit and cushioning aspects of the bottom tooling through the years, relatively little has been done to put true performance-oriented features into uppers.

New materials and modern engineered knit and mesh uppers have evolved in recent years, but few innovations have helped really 30

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integrate the upper and lower portions of a shoe in a quantifiably more effective way.

Mostly, the upper is an afterthought when it comes to performance and typically a billboard for a company’s branding.

That’s something Boa Technology is working to change.

Originally known for the development of lace-replacement, dial-closure systems since its inception in 2001, the Denverbased company has spent the past few years reorganizing itself to be an innovator of performance fitting systems for the highend products of its brand partners. While it might seem like splitting hairs to differentiate between a technical closure system and

a performance-fit system, the distinction is definitely in the data, says Brett Vladika, director of Boa’s new Peformance Fit Lab. Boa debuted an elaborate prototyping workshop and a 2700-square-foot performance lab in its new headquarters in Denver’s RINO district in 2019 and it has expanded its team to include biomechanics research engineers so it can better understand and improve the performance aspects of athletic footwear, apparel and headgear.

To get baseline data and an understanding of how Boa upper systems can improve footwear fit and performance, the company worked with researchers at the University of Denver’s Human Dynamics Laboratory on a third-party validation study of the specific athletic movements of subjects’ feet inside a singular shoe model. It used lace-up versions of the Adidas Adizero Ubersonic 3 court sports shoes as its base model, but it also modified three versions of the shoe with different Boa Fit System solutions.

The study’s premise was that Boa technology would result in an improved fit, more consistent connection with the midsole, and the initial results showed 1.5-5 percent improvement by way of better agility, power transfer and endurance scores across five key athletic movements.

“Our goal with the work we’re doing in the lab is to understand and improve what fit is and what it will be as it relates to performance,” Vladika says. “We have seen indicators in every single one of the benefit areas that Boa Fit Systems are creating a performance fit and a performance advantage.”

One of the main goals of its intensive science-first approach is to use digital motion-capture data of trail running and how that relates to overall shoe performance, he says. An enhanced fit is crucial because of the dynamic movements of a runner’s feet amid ever-changing foot strike patterns on variable surfaces of a trail.

Boa’s Performance Fit Lab allows its

© 2019 Diversified Communications

Boa’s Scientific Approach (continued)

The use of digital motion-capture data of trail running and how it relates to shoe performance in a science-first goal.

research team to study four primary areas of footwear: agility, speed, power and precision and endurance and health.

It is equipped with high speed motion-capture cameras and four force plates built into the floor, but it includes a force-plate treadmill and a 50-foot section of simulated trail that includes gravel, logs, boulders and inclines and declines over metal and wooden obstacles.

Data is recorded on the manmade trail via portable Bluetooth-enhanced remotesensing insoles, but the Boa team has also taken that equipment outdoors to monitor runners in real-world conditions on rugged, singletrack trails in Boulder.

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“Trail running, as compared to road running, requires a bigger agility factor because you need to adjust to different terrain,” Vladika says. “And so, in the lab, we wanted to bring the outdoors inside so we can look at terrain

with unpredictable surfaces in a repeatable way so we can look at force pressures and angles of movement and the way the body is reacting to that in environments you would not just see in the outdoors.”

Both the indoor and outdoor trail testing has suggested that the improved fit with Boa fit technology can allow a runner to land more softly and decrease pressure on the first and fifth metarasals.

The key to maximizing the performance values in running shoes is starting the design process when a brand begins developing or updating a shoe, not as a last-minute solution, says Dan Feeney, PhD., one of Boa’s biomechanics research engineers. The company used its initial scientific learnings to work with New Balance (Fresh Foam Hierro Boa and 1500T2 Boa), Saucony (Switchback ISO), Adidas (Terrex Agravic Boa) and ASICS (GEL-451) to create nextgeneration Boa-enhanced shoes that hit stores in 2019. Additional models will be released in spring 2020.

Even preilminary wear-test sessions of the New Balance Fresh Foam Hierro Boa (by this reporter) bears out the advantages, as that shoe fits better and feels considerably more nimble and capable with Boa’s tri-panel configuration than the laced version over the same rugged trails in Boulder.

“I think the biggest takeaway is that the system has be developed intentionally for a shoe,” says Feeney, who is also an elite-level runner. “When we develop a fit solution with a brand, we very carefully prototype everything from the position of the dial to the guides, the length of the guides and many other details. If that’s not done well at the development phase of a specific shoe, just slapping on a Boa system after a shoe is designed won’t make it better. If it’s done intentionally, we see bigger magnitude improvements.” n © 2019 Diversified Communications

running shorts Under Armour Partners with Samsung On the Galaxy Watch Active2 Under Armour Edition

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he new Samsung Galaxy Watch Active2 Under Armour Edition watch is designed for people that love to run and want to improve their running fitness and form, with unique features that provide a connected running experience. Cadence-based, real-time form coaching and Premium access to the world’s largest fitness community – MapMyRun – create an ecosystem experience that brings runners accurate data, more intuitive coaching and better overall exercise experiences.

Galaxy Watch Active2 Under Armour Edition provides real-time form and fitness coaching to users. Using data from the smartwatch or from Under Armour Connected Footwear, users will see visual feedback and hear audio cues during workouts, which will help them improve their stride, maintain their pace and continue on the path to conquer their fitness goals.

ASICS Ventures Takes Stake in Dreamers ASICS Ventures, the investment subsidiary of ASICS, recently took an equity stake in Dreamers Fund, which invests primarily in early stage startups in the U.S. ASICS Ventures will be a limited partner in the fund.

Dreamers Fund is a venture capital fund jointly established in 2018 by a company managed by Japanese professional football player Keisuke Honda and an investment company held by actor Will Smith. The fund is comprised of members with a track record of investing in prominent startups and has built a solid network in the U.S. The fund’s mission is to “be a bridge between Japan and America,” and will not only tap its strong networks in the two countries, but also actively make introductions between companies and offer support.

Through ASICS Ventures, which

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“At Under Armour, every product we design is built around the mission to make all athletes better, and we believe that perfectly aligns with Samsung’s mission to create products that enrich people’s lives and build a new future,” said Paul Fipps, chief digital officer at Under Armour. “We are excited to continue to push the limits of performance and technology through our relationship with Samsung; together we are paving the path for the future for immersive workout experiences. The introduction of the Galaxy Watch Active2 Under Armour Edition, combined with our UA HOVR connected footwear and unique MapMyRun experience, will help runners improve their running form.”

The watch comes in a lightweight, sporty, aluminum body, with a specially developed watch face and two size options – the 44mm with black strap for $329.99, and the 40mm with mod gray strap will be $309.99. n

was established in 2016, ASICS has invested in 10 startups so far both in Japan and overseas to promote the development of new businesses.

ASICS has also held accelerator programs for startups in Europe and Japan and has focused on building networks with promising startups.

ASICS Acquires Race Roster In other news at ASICS, the company has acquired Race Roster, a leading race registration platform for running events. Race Roster will join ASICS Digital’s portfolio of consumerfocused running platforms. As part of the agreement, ASICS formed a new Canadian subsidiary known as Race Roster North America.

Established in 2012, the Race Roster platform helps athletes discover and register for running and endurance events, while providing event

organizers with a robust CRM tool for tracking participant data, marketing campaigns and event revenue.

W i t h t h e a c q u i s i t i o n of R a c e Roster, ASICS says it is now positioned to disrupt the running event industry and to meet the needs of runners, race directors and the running community by offering race management, premium brand sponsorship and marketing, while also enhancing the race day experience for participants.

The synergies between ASICS and Race Roster will enable ASICS to build relationships with consumers that will drive engagement to digital, retail and run specialty partners.

ASICS will now enable Race Roster to become the top endurance event platform and partner by bringing premium branded experiences to events of all sizes. n

© 2019 Diversified Communications

It takes a lot of effort to make apparel feel effortless.

So we focused on the items every runner needs.

Minimalist designs for maximum performance.

running shorts Curt Mueller, Sports Medicine Innovator, Dies At Age 85

C

urt Mueller, a 2002 Sporting Goods Industry Hall of Fame inductee who revolutionized the world of sports medicine, passed away October 19 at age 85 in Prairie du Sac, Wi. Mueller founded Mueller Sports Medicine in 1959, coined the phrase “sports medicine” and helped bring state-of-the-art products used by professional, collegiate and high school athletes to the general public. He developed numerous registered products, registered trademarks and patents.

Mueller was a three-time letterman in

basketball for the University of Wisconsin from 1953-56 and graduated with a degree in pharmacy in 1957. He saw the need to

raise the standards of athletic training room supplies being sold to schools and started that business on a part-time basis in the basement of his father’s pharmacy, where he was working full-time, in Prairie du Sac. Mueller’s many innovations included the development of Quench Gum in the mid1970s. In 1984, his company introduced a full line of patented sport braces and neoprene supports to the retail market. Then came the revolutionary step of offering his products to the “weekend warriors” and introducing point-of-purchase packaging for its entire line. n

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10/28/19 3:07 PM © 2019 Diversified Communications

A LOOK AT THE MOST IMPORTANT RUNNERS AND RACES OF THE PAST MONTH Wacker, Moreno Wins NACAC

running results

By Brian Metzler

Americans Andy Wacker and Dani Moreno won the individual titles at the 2019 NACAC Mountain Running Championships on Oct. 20 in Jalisco, Mexico. Wacker, a Nike-sponsored runner, covered the 12K course in 53:30, outrunning Mexican runners Jesus Nava (54:22) and Brayan Rodriquez (55:26). Moreno, a Hoka/ Rabbit athlete, won the women’s race in 1:05:28 with a 58-second margin over runner-up Sam Lewis. The U.S. women’s squad, which also included Kristen Findley (4th, 1:07:49) and Mario Dalzot (10th, 1:16:34), won the team championship over Mexico and Canada. The U.S. men, which included David Fuentes (7th, 56:45), Travis Fuller (8th, 56:50) and Eric Blake (9th, 57:02), placed second behind Mexico and ahead of third-place Canada..

11-Year-Old Completes Half Marathon Challenge

Aiden Jaquez completed his first half marathon at age 6 and joined the 50 States Half Marathon Club a year later.

On Oct. 20, the 11-year-old sixth-grader from Montgomery, Illinois, became the youngest runner ever to complete the 50 States Marathon Challenge when he completed the IMT Des Moines Half Marathon in 3:34:51. “When I was 6, my grandma was running in Florida, and there was a cool medal,” Aiden told CNN. “So I begged her and begged her to let me run a half marathon, and she finally said yes. We found out not too long after that that there was a record. I’m just happy I finished it.”

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Carbon-Fiber Shoes Set Records, Win Races, Stir Debate

Eliud Kipchoge took the world by storm on Oct. 12 by becoming the first person in history to run a full marathon under two hours. Running in the intricately planned and managed INEOS159 Challenge in Vienna, Austria, the 34-year-old Kenyan covered the 26.2-mile course in a still unfathomable 1:59:40. Although not an official record because he ran in a private time trial and not an open race, Kipchoge’s mark surpassed his own 2:00:25 clocking from Nike’s Breaking 2 Project in Monza, Italy, in 2017 and his own official IAAF world record of 2:01:39 from the 2018 Berlin Marathon. Kipchoge wore a pair of newfangled AlphaFly shoes, which feature a midsole that includes three carbon-fiber plates sandwiching two packets that apparently include foam and air and possibly even liquid.

While Kipchoge’s feat and shoes were both extraordinary and controversial, it brought to light that virtually every fast marathon result in the past two and a half years was accomplished with shoes with carbon-fiber plates embedded in the midsole.

With the IAAF apparently investigating the new shoe designs and a proposal to regulate running shoes submitted to the British Journal of Sports Medicine, the running shoe industry is buzzing about what will happen next. In addition to the Nike, Hoka and New Balance carbon-fiber shoes that were released in 2018-2019, Saucony, ASICS, Adidas, 361 and are working on technologically advanced shoes that will debut in early 2020.

Most recently, Sara Hall ran a new PR of 2:22:16 at the Sept.

29 Berlin Marathon wearing an ASICS prototype shoe, Leonard Korir ran the fastest marathon debut in U.S. history on Oct. 20 in Amsterdam (2:07:56, Vaporfly Next%) and several Americans ran PRs at the Oct. 12 Chicago Marathon.

Not every retailer is selling the advanced shoes, but many that are have reported robust sales during the fall marathon season.

“Those shoes are all about improving your efficiency as a runner and that might mean upping your cadence, giving you a bit more pop in every stride or just making you feel faster and more fluid,” says Dan O’Keefe, a customer experience manager at Naperville Running Co. in suburban Chicago. “They might not be for everyone, so you’ve really got to be a performance-oriented runner to be willing to spend $250. But the bottom line—and the reason so many runners are buying them—is that the technology has proven itself to work.”

© 2019 Diversified Communications