Running Insight 3.1.2021

21 PAGES OF RUNNING APPAREL (PLUS SOCKS AND MASKS!) FOR 2021!

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

MARCH 16, 2020 MARCH 1, 2021

FASHION FORWARD IN 2021

Run fashion takes center stage as retailers look for an edge in a challenging environment.

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Running Fashion

RUN FASHION

FORWARD Keeping on top of trends in the world of fashion will allow run specialty to remain on-trend and in style. / By Debbi Page

W

hile the fashion industry rides the rollercoaster from the shock of the pandemic compounded with supply chain disruptions and

delayed and/or limited store openings, it is more important than ever for run specialty retailers to understand how customers are thinking and how this has impacted the fashion trends that have emerged in the past year of COVID-19.

It all starts with the number one business trend of the year — the now-dominant home office.

While working from home, consumers have had an abundance of time on their hands that allows for a considerBlue cast greys are one of the most versatile colors being seen on everything from running tights to tops. Photo: Saucony

able amount of in-depth research on any product on their shopping list — with apparel near the top of it. Face it, for

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2021 all rights reserved. Running Insight is published monthly, 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.

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Run Fashion Forward (continued)

Color is playing an important role in run fashion in 2021 as cheerful and positive palettes – led by aquas, blues and corals – promote soothing and healing vibes. Sock brand Feetures certainly knows this, with the inspiration for its Spring 2021 Prism Collection coming from color psychology with an emphasis on light therapy and how it affects moods. Lead designer Song Nguyen found inspiration this season by using color to enhance the mood and experience of different activities.

good or bad for the lives of retailers, researching and purchasing online has become a way of life.

The good is that in 2021 when a customer ventures into a store, he or she is far more educated in the products they are seeking.

The bad: Gone are the days of relying on the store’s salespeople for product and technical advice.

Add to this the huge boom in outdoor activity – certainly including running – and more serious thought about a sustainable future and what emerges is a very different, very challenging retail apparel environment.

Every one of these factors is impacting how consumers shop — and the products they seek out.

Because of all this, r un specialty retailers need to be ontrend and up-to-date with their fashion smarts, a knowledge that goes well beyond pricing and merchandising to include a host of factors ranging from 4

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sustainable fabrics to technology to color trends.

For example: • Consumers are much more conscious about the climate crisis and will actively seek out sustainable fabrics. There is increased interest in garments made with recycled polyester, nylon and cotton.

• Multi-use is hot. Think shorts with pockets, jackets with wearable tech and, of course, Bluetooth-enabled shoes.

• They are demanding the latest in apparel tech, favoring garment waterproofing, along with the always-important moisture-wicking, breathability and quick-dry features.

• Runners definitely are showing a greater interest in performance and function first.

State-of-the-art intelligent fabrics that read and react to the wearer’s body are designed to monitor performance and combat overheating while

coaching in real time.

• Interesting, what us being called “technical sportswear” is in vogue, as none other than Vogue magazine recently revealed that “as millions join social fitness communities like Strava, Nike Run Club o Fiit, technical athleticwear is in demand.” Both premium and mass-market brands are tapping into these fitness communities, according the magazine’s online voguebusiness.com site; indeed, lululemon has one of the biggest clubs on Strava, with more than 100,000 members.

The Brighther Side of Color Many of these trends can certainly be attributed to the COVID-19 pandemic. In a world filled with bad news and conflict, fashion and color are playing a role in coping.

Some of the strongest colors being seen everywhere from runways to running paths are

palettes that are cheerful and make a positive impact. It is no surprise that aqua and blue tones continue to gain strength, especially when used with tonally related colors and in ombre prints. Aqua is one of the most soothing colors and promotes a sense of healing during a pandemic.

The warmth of coral colors and orange-based reds exude confidence and energy in activewear. These warm colors are often used in contrast with black or navy.

Blue cast greys are one of the most versatile colors being seen in everything from tights to tops.

“Soft greys and clearer yellows are very successful this season,” points out Kathy Griffin, director of R&D at Robi nson Ma nufact u r i ng, Day ton, T N. “G reens a re becoming cleaner and we are seeing more yellows.”

The soft grey promotes tranquility when paired with tonal blues or greens and is equally dynamic when combined with warm colors such as lemon sherbet (sounds yummy!) or a multitude of broad range of brights.

The bold use of black and white is attention grabbing and ensures the wearer stands out on any run.

Finally, this year prints that are influenced by nature are going wild. Animal print motifs and subtle geometrics are often seen combined with reflective qualities.

The Shape of Things To Come All of this technology and color is playing out in the look of apparel in general — and running apparel is following the same path. © 2021 Diversified Communications

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Run Fashion Forward (continued)

It’s all about multi-function in run apparel, such as this New Balance Impact short (above) that has a compression-like short with pockets underneath, while Anita’s new Active Sports Bra and Tights turn to an Black/Kalahari Leopard print for a wild, modern vibe for runners.

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For silhouette design, consumers are looking for value and design modularity. They want to be able to wear garments that are seasonless and have reusable components — often made with two or more functions. With consumers looking to buy less, functionality and hybridized styles are key.

Four of the top design trends run specialty retailers are going to want to have on their shelves and mannequins: • The two-in-one short.

Designed to provide light compression without restriction, this multi-use piece of apparel provides additional coverage and ease of movement, while pockets strategically placed on the side legs minimize movement of items and prevent rubbing. Reflective tape adds even more value with the focus on safety.

• The multi-pocket short.

Taking it a step further, this season is featuring shorts and leggings with even more pocket space for runners to carry everything from keys to cell phones to credit cards or cash (for those who still carry cash). Zippered and stash pockets allow items to be stored securely while eliminating the need for arm bands or packs. This season designers are adding more pockets made of materials with breathability and fibers that absorb and dry quickly.

• The double-layer vest.

Smart runners know how important layering is. The increasingly popular double-layer vest this season usually includes a synthetic base layer that wicks away sweat, while a half-zip top layer can be unzipped easily to release heat. For the higher price-point styles, fabrics include techy

While run retail is and will always be mostly about the latest and greatest in footwear, the role of apparel is increasing at specialty stores as consumers trust their local run specialty retailer to carry trend-right and in-style apparel. features that can transmit data and monitor performance.

• The moulded sports bra.

In a slightly different direction, clean edges and moulded cups made of lightweight space foam provide extra support and comfort for female runners who are demanding attention be paid to undergarments. Wide straps and a high apex cut allow for natural breathable support. Mesh panels are often added to work as a natural cooling system for the body, while trim detail made of welded reflective tape ensures safety while out on the road.

Higher price point moulded sports bras made with smart fabric offer varying levels of support depending on high or low level impact.

Staying on Trend While run retail is and will always be mostly about the latest and greatest in footwear, the role of apparel is increasing in bottom-line importance as consumers trust their local run specialty retailer to carry trendright and in-style apparel.

To earn that trust retailers must pay attention to the product and style trends found everywhere around them — from high-end department stores to gyms to streetwear and, of course, on runners themselves. n © 2021 Diversified Communications

Running Fashion

NEW LOOKS How the pandemic changed run shops’ relationship with apparel. / By Daniel P. Smith

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or much of the last two decades at the helm of Portland Running Company in Oregon, Dave Harkin struggled with apparel, a plight familiar to many running retailers.

Shops like Portland Running Company, after all, built themselves on the shoulders of performance running footwear. Even as running apparel made impressive strides, vendors’ marketing engines hummed and run shops became more sophisticated with merchandising and purchasing, apparel largely lingered as an afterthought and many retailers strained to unlock success in the category.

“We know the things we love to run in, but apparel was always a difficult sell and we fell short,” admits Harkin, who co-owns the two-store operation with his wife, Paula.

Apparel and a Pandemic But an interesting thing happened during the pandemic at Portland Running Company: Apparel began moving as customers consolidated their shopping efforts.

“We used to have to create the experience, but all of a sudden the experience was that they got to come into the shop,” Harkin says. “We had their attention in a different way and began looking for ways to boost the ticket beyond footwear.”

With extra intention and purpose, Portland Running Company staff actively touted apparel. They dove into customers’ workout routines and suggested suitable solutions. They spotlighted versatile apparel that transcended the run and heightened their focus on marketing apparel via social media. As a result, apparel revenue climbed at Portland Running Company, including a nearly 50 percent jump in men’s apparel sales.

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With few customers leisurely shopping stores, mannequins and store windows have become even more important tools for Portland Running Company to suggestively sell apparel and accessories.

“We had established ourselves as the authority on running and had that trust,” Harkin says. “We just needed to extend it.”

A similar tale played out at Charles River Running in Norwood, MA. There, owner Charlotte Walsh saw apparel sales, typically about 12 percent of her store’s annual revenue, score a noticeable leap as

new runners and walkers hunkering to get outside gobbled up apparel.

“I sold through many items before they ever needed to be discounted,” Walsh says.

“The product was selling itself.”

Though Luke Paulson did not see a substantial uptick in apparel sales at Jus’ Running in Asheville, NC, he acknowledges

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New Looks (continued) people are spending at home,” Paulson says.

Throughout much of 2020, Walsh did not find customers dropping into Charles River Running for a leisurely shopping experience. Rather, she found purposeful shoppers armed with questions and prepared to buy.

“They’re here to get what they’re looking for and leave,” she says.

To accommodate shoppers focused on grabbing specific items, Jus’ Running in Asheville, NC, rearranged its apparel and prioritized putting similar products together on the retail floor.

it has been “a little easier to sell apparel” since COVID-19’s arrival.

“We typically have to push apparel, mark it down and spend time with it on social media,” says Paulson, Jus’ Running’s manager. “Since Ma rch, I noticed customers coming in with a particular piece in mind.

They were on a mission to find that windproof shell or tights.”

According to the Running Industry Association’s (RIA) Fourth Quarter 2020 Retailer Survey, nearly 40 percent of run shops saw 2020 apparel sales top their 2019 tally. That’s an undeniably positive sign given run specialty’s long-held struggles with apparel coupled with the challenges the pandemic thrust upon retail.

Run shops have embraced 10

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apparel more fully and are now angling to carry that momentum forward.

Leveraging Digital For seven weeks beginning in March, The Running Well Store’s three locations in metro Kansas City were closed to the public.

“That’s when we would’ve moved all that spring apparel we brought in,” buyer Meredyth Melcher says. “Instead, we were the only ones seeing it on the wall.”

Like dozens of run shops across the country, The Running Well Store unveiled an e-commerce site in 2020 and leveraged that and affiliated digital tools to persuade purchases. (The number of specialty run retailers selling online jumped from

27 percent in March 2020 to nearly 90 percent at year’s end, according to RIA data.)

“Though people might go to the web store for something specific, we tried to entice them to scoop up apparel while they were at it,” Melcher says.

At Charles River Running, which debuted its online store in May, Walsh produced short Instagram TV videos providing straightforward information on apparel – “New people, in particular, don’t know what to wear under their pants,” Walsh reminds – while other run shops, including Jus’ Running, used social media to showcase the versatility of apparel in different environments.

“We’re definitely marketing comfortable lifestyle apparel as a solution given how much time

Service and Education T hat sh i f ti ng consumer behavior underscored the critical importance of friendly service and staff education, particularly the ability to call out product features and, more importantly, benefits. When associates can provide good-natured, expert assistance, the register can ring, especially with the new runners buying first-time products such as base layers and pants.

“They’re asking questions with genuine interest,” The Running Well Store’s Melcher says of customers, wh ich includes a good number buying items for friends and family members who have become more active. “That’s given us an opportunity to educate customers on the value and quality of the products we have.”

Harkin has tried to facilitate conversation about apparel and other non-footwear items at the Portland Running Company by creating a more mobile checkout experience. Rather than a fixed register, staff conduct transactions on the sales floor with iPads. This, he says, allows staff to position customers near different product.

“A nd t hat’s c r e at e d a n opportunity for us to introduce apparel, recovery products, socks and other items in a way © 2021 Diversified Communications

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New Looks (continued) thought she had her apparel purchasing figured out for Charles River Running. Then, COVID-19 hit. Some apparel simply did not show up, while Walsh cancelled some orders herself. By January 2021, she had little apparel on hand and few opportunities to fill in.

While pleased to have moved so much product at MSRP, Walsh also understands she lost some potential sales. Looking to avoid a similar fate this year, she bulked up her Fall 2021 ordering a bit, specifically leaning into tried-and-true brands that make quality apparel.

“My customer is looking for pants that will last seven years,” she says. “They want quality gear that doesn’t have an attitude.”

With mobile checkout on tablets, Portland Running Company staff can position customers next to apparel and accessories to spur conversations.

that feels more spontaneous,” Harkin says.

To facilitate social distancing, many run shops removed apparel racks from the floor, slimming down apparel presentations and removing duplicates to create a more streamlined look. Some even eliminated fitting rooms to gain floor space or, like Jus’ Running did for about two months at the onset of the pandemic, closed fitting rooms.

“Though we realized we were shooting ourselves in the foot with that,” Paulson says. “People still want to try on items.”

The Importance of Merchandising Store windows and mannequins, meanwhile, became uber important to showcase apparel, with savvy retailers devoting 12

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more thought to what they were highlighting and how. This “real estate” took on added importance since customers were not casually shopping and stores needed to capitalize on any and every opportunity to grab instore customers’ attention.

Recognizing shoppers’ more focused visits, Jus’ Running simplified apparel presentations inside its store. Paulson and crew abandoned organizing apparel by vendor collections and instead grouped like products together — all the jackets in one spot, for instance, with all the tights in another.

“It’s more utilitarian and it’s worked for us,” Paulson says.

Calculated Ordering Heading into 2020, Walsh

Future Buying According to the RIA’s recent retail survey, nearly two-thirds of run shops plan to “sit tight” and take a normal percentage of their future orders, while 11 percent say they are underinventoried and will look to bring in more product. One in four, meanwhile, will likely cancel or revise futures and pursue at-once availability.

Understandably, stores are wary of over-ordering, especially given the continued absence of races and expos as a vehicle to move apparel.

Simultaneously, though, run shops acknowledge availability concerns with some vendors.

They fear being caught empty handed and unable to deliver for customers.

“We can’t fill in willy nilly as we’ve done in the past,” Harkin says. “There has to be some real strategic thought to ordering these days.”

The Running Well Store’s plan to walk this tightrope? Melcher’s 2021 blueprint includes smaller runs, more apparel coming in more often and broader price ranges to accommodate diverse customer sets.

Diversifying the Product Mix Technical running apparel continues to hold a prominent place in the run specialty environment as many consumers prioritize function. Warm and waterproof, for instance, still matter.

Increasingly, however, run shops are looking more holistically at apparel and directing added attention to ultra-comfy lifestyle pieces – yes, athleisure – as the lines between work, home and exercise blur. Joggers and running pants have been a hit at Jus’ Running, while the Portland Running Company has found success with insulated vests and thicker tops for men as well as yoga pants for women.

In the February issue of Running Insight, retail design pro Holly Wiese of 3 Dots Design called the athleisure trend “good news for running retailers” and urged them to focus more on comfort and less on technical. With more robust attention on lifestyle apparel, run shops can position themselves to be a destination for this sought-after apparel.

That’s certainly the hope of Portland Running Company’s Harkin, who has increased his apparel booking volume 10 percent and carefully diversified his product mix.

“I didn’t add new vendors, but I’ve relied on trusted partnerships and embraced lifestyle apparel,” he says. n © 2021 Diversified Communications

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Running Fashion

THE SILENT SALESPERSON Run retailers need to recognize the importance of mannequins and visual displays in selling apparel./ By David Naranjo

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un specialty retailers have just seconds of a potential customer’s attention to pull them into their store — and they only have one chance to make a good first impression. It is vital to get it right, especially when it comes to the apparel selection and presentation.

With that in mind, retailers have to realize that the first point of impact is their windows. As the calling card of their business, the impression they leave will either attract enough interest to make a customer come in, or walk past without a second glance.

Are your windows setting you up for

success in selling your running apparel?

Do they create excitement or missed opportunities?

As the pandemic winds down and customers begin enthusiastically returning to brick-and-mortar, it is especially important to let your windows speak for your store’s

Greneker’s Bespoke mannequins “in action” certainly add to apparel merchandising in any run specialty store.

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© 2021 Diversified Communications

apparel focus. The question is: How do you effectively do this?

In Clear Focus An effective window display should focus on a clear presentation and representation of the apparel being sold. The merchandising message should be specific and color coordinated — too much clutter and mix of product can be confusing and turn the customer away.

The use of mannequins to display merchandise is the single most effective way to display product. Mannequins breathe life into otherwise lifeless pieces of clothing and add attitude and excitement to the overall image of the store.

In short, mannequins are your biggest allies when it comes to making that first impression — not only because they create a large visual presence, but because they are the perfect Silent Salesperson, continually selling product without interaction. And they never take coffee breaks!

Customers relate to them on a personal level as well.

Mannequins are inspirational to look at, their sculpted aspirational bodies encourage and allow the customer to see themselves in the merchandise displayed.

Another issue to consider: There is now much focus on inclusiveness and body positivity for society as a whole. This has become reflective in the athletic and running markets as well, where there has been a big push to promote and include larger sizes, particularly in women’s categories, which also includes mannequin representation.

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Sport-specific mannequins can be used individually for a small window or grouped for larger presentation.

© 2021 Diversified Communications

The Silent Salesperson (continued)

Above, an example of the power of multiples/form display. Below, eye-catching dynamic mannequin use and window display by the silent salespersons.

Mannequins should represent the customer and the brand identity and be reflective of the apparel being sold. Too often athletic brand retailers use female fashion mannequins, their lithe, sinewy bodies perched on their toes obviously meant to wear high heels. While these mannequins look great at Saks, they certainly do not represent the athletic lifestyle run specialty retailers are promoting and selling.

Another frequent mistake is the use of inferior mannequins. While they may be less

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expensive, they do not offer value. A mannequin with bad proportions will cheapen the presentation and create damage to the identity and reputation of a brand.

Don’t Overshadow the Goods Here are a number of other factors to consider in your mannequin presentation: • The right mannequins will be effective in selling products without overshadowing the merchandise. Select bodies and poses that are a true reflection of your customer, product

diversity and brand.

• The selection of sport-specific and lifestyle mannequin availability is varied and wide; however, the use of basic mannequins is effective as well, as long as the bodies represent the lifestyle and brand.

• Elevate mannequins on platforms to further create visual impact and excitement.

• Mannequin color is equally important. Bright colors and glossy finishes tend to pull focus from the merchandise; these are more effectively used for fashion brands. Color should be subtle and complementary to the store interior, while allowing the specific body, pose and merchandise create authenticity.

• Merchandising plays a key role in the effectiveness and success of displays. If a customer loves what’s on the mannequin, but struggles to find the merchandise, it is likely they will become frustrated with the experience and think twice about a purchase or revisiting a store.

Merchandise apparel displayed on a mannequin near the presentation, so customers can find the desired items with ease.

• It is very important that as merchandise sells mannequin outfits are changed often to feature new products and encourage new sales.

Signage or Mannequins In lieu of mannequins, some stores focus on graphics and signage. While they are both effective in combination with mannequins and or mannequin forms, they alone cannot create the kind of visual impact, excitement and response needed to maximize apparel sales.

For a smaller retailer even a single mannequin or two

can make a huge difference.

If budget is an issue, there are mannequin forms that speak to specific categories that are economical to purchase.

Using forms within the store helps to identify a specific department or category. Forms that display T-shirts, leggings, underwear and/or hosiery can be effective visual markers and lead-ins to other departments, while also creating desirable visual impact.

Savvy retailers understand that utilizing mannequins and forms are the most effective visual tools for increased sales.

Mannequins should be seen as an investment in a retailer’s ultimate success and bottom line.

Finally, a story from my experience: I can remember as a traveling stylist returning to a store to change out the mannequins and a sales associate commented, “I hate when you change the mannequins in our windows. They look great, but everything sells out!”

The point lost on that associate was that this was the sole intent of visual display and the power of mannequins — I took it as a compliment. n About the author David Naranjo is VP–creative for Greneker, a mannequin manufacturer founded in 1934. His experience with the world of visual display and mannequins started in 1984 as a visual assistant and stylist for Charlotte Russe, a women’s clothing chain. Over his decade as stylist, area manager and visual director at Charlotte Russe, he discovered the power and impact of visual merchandising, mannequins and window displays.

© 2021 Diversified Communications

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Running Fashion

Many Happy Returns Apparel returns are the norm in both online and in-store shopping and retailers need sound policies to adapt. / By Patrick Purcell

P

icture this — a woman shopping online buys six pairs of running tights in various colors and sizes.

The idea being, let’s see what fits and what these colors/patterns actually look like in person and in the mirror. The intent when purchased is to only keep two pairs and send the rest back.

That is the new reality of consumer behavior when it comes to buying apparel online. And run specialty retailers selling online are going to have to get used to it.

Retailers are seeing similar scenarios in their brick-and-mortar stores as well.

As retail stores continue to open (most with closed fitting rooms) more and more people are turning their homes into their own personal dressing room.

Defining Return Policies Consumer shopping habits are changing as brands refine their return policies and out of necessity make it easier than ever to return product. With most fitting rooms closed and the home being the new dressing room, most companies are defaulting to generous return policies, free shipping and free returns as consumers are buying more and more online.

Indeed, in the first half of 2020 e-commerce sales increased 30 percent year over year from 2019. And a simple fact of retail life is that more online shopping also means more returns.

Online and specialty retail consumers are increasingly basing their decision on where to buy on the ease of return policies. For example, return rates in brick-and-mortar stores average around eight percent — for online orders that average jumps to 25 percent.

This brings us to why consumers are making returns in the first place. Are

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It is vital for run specialty retailers to cater to the online apparel shopper with favorable return policies.

customers unhappy with the products they are purchasing? Not necessarily.

• 80 percent are returning product due to it arriving damaged.

• 64 percent say the item purchased does not match the description of the product.

• 30 percent are saying they are making

purchases with the intent to return, both online and at brick-and-mortar locations.

Making Returns A Pleasure Product returns do not always have to have a negative connotation. Too often, the phrase “I need to return this” brings

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thoughts of a bad purchasing experience.

No one wants to have their shopping experience associated with the word “sad.” Sad it didn’t fit, sad the product didn’t match the website description or image, sad the product had to be returned.

The Importance of A Good Return Policy On average, four percent of current Channel Signal consumer reviews mention product returns. Data suggests that sentiment around a brand drops about 62 percent when people are talking about returns in their reviews. However, reviews that mention returns can have very little to do with the product itself and much more to do with return policies, customer service and the overall ease of the return process.

With retail spending increasing – sales actually jumped 5.3 percent in January – consumers will focus on the return policy even when deciding on their purchase.

Around 68 percent of shoppers view a return policy before making a purchase and 50 percent of shoppers abandon their purchase due to a lack of return choices.

Positive reviews that mention returns are mostly based off of that return policy and the ease of returns. Consumers trust

other consumers, making product reviews extremely relevant to the buying process.

Consumers are drawn to experiences that promote ease of use. This is especially true when it comes to return policies. The more a brand or retailer addresses not only their return policy, but the return process as well, the better. An easy, clear return policy can create long-term brand champions. n about the author Patrick Purcell has held several poisitions in the outdoor and tech industries for more than 20 years. His experience in customer service, operations, product management, sales and marketing have given him a well-rounded background and insight into what it takes to build, maintain and grow a successful business. For the past decade, his focus has been specifically on sales, marketing and branding. He brings his years of experience to Channel Signal to help form and grow the sales and marketing aspects of the company. He lives in Salt Lake City with his daughter and new family and in his free time he can be found on the ski slopes, golf course, or hiking in Southern Utah.

© 2021 Diversified Communications

Running Fashion

Looking Better NPD report finds activewear sales in all channels rebounding as retail headed into 2021.

T

he welcome good news for run specialty retailers who count on apparel sales to strengthen their bottoms lines is that activewear sales for December 2020 were $5.3 billion, which marked a healthy five percent increase from the same month a year earlier and perhaps a harbinger of better apparel days to come.

According to research by NPD Group, active apparel – the clothes sold at run specialty – performed significantly better than

fashion apparel, where sales declined 16 percent from the same period one year ago.

Over the course of the past year, activewear has outperformed fashion apparel.

The reason, obviously, is that activewear is not only being used by an increasingly active population for their runs, walks and workouts, but also for their stay-at-home work in a pandemic year.

Looking at overall apparel performance for the calendar year ending December 2020, overall sales were down 17 percent,

It was all about comfort in 2020 and activewear sales were the beneficiary of a work-at-home trend.

Photo by standsomeklifestyle on Unsplash

Over the course of the past year, activewear has outperformed fashion apparel. The reason, obviously, is that activewear is not only being used by an increasingly active population for their runs, walks and workouts, but also for their stay-at-home work in a pandemic year.

according to NPD, while activewear apparel was down only five percent for the year, indicating a strong shift to the category.

Comfort Takes Over Of the top 10 classes identified by NPD, sweatshirt sales led the way in sales as the year of COVID-19 ended – men’s sweatshirt sales were up 10 percent and women’s sweatshirts were up 15 percent compared to a year ago. Boys’ sweatshirts also experienced sales growth for the month, growing five percent over December 2019.

The continued trend of buying apparel for a comfortable-at-home lifestyle extended to the women’s pants category, which grew 15 percent in December 2020 as compared to December 2019, according to NPD. By comparison, sales of men’s active knit shirts, the number-two dollar category in December, were down seven percent compared to the same period in 2019 and women’s active knit shirts were down six percent. Outerwear tops declined four percent for men’s and 12 percent for women’s in December.

One of the biggest gainers were men’s underwear bottoms, where sales were up 26 percent compared to a year ago. NPD places some of the growth on purchases for gifting compared to year ago. n

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05.01.2021

The Running Fashion Show

THE RUNNING RUNWAY 2021

The role of apparel at run specialty retail has changed dramatically in this Pandemic Age and retailers are taking a close look at the brands and styles they are putting on their socially distanced floors. The major vendors have responded with fashion forward and technically advanced apparel for all ages, types and sizes.

These next pages highlight the trendright fashions that run specialty retailers will need to look good.

New Balance’s Q Speed Jacquard tops are breathable and come in a range of colors for its short-sleeved and tank top designs.

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The Running Fashion Show Apparel

2UNDR’s Power Shift with ColdSkin has a poly blend design to provide the best support and quick-dry performance suited for competition, while the patented Joey Pouch delivers fit while preventing unwanted skin contact and chafing.

Janji’s 3-inch AFO Middle Short in Psychotropic is designed by an artist from Chennai, India.

The Convertible Run Bra from Brooks allows runners to switch between scoopback and racerback for comfort and personalized style. Other benefits include subtle nipple coverage, shock-absorbing technology that provides smooth coverage and minimal shape without a built-in cup and sweat-wicking, quickdrying DriLayer HorsePower fabric.

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The Running Fashion Show Apparel

The medium support Piping GPX bra from ASICS is equipped with a four-way stretch fabric and quick-drying properties and features removable pads to switch up the shape and feel.

Steigen’s new apparel line includes an ultra-lightweight and anti-drying Pro Singlet that keeps moisture on the skin to cool runners down in the heat.

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The Skechers Performance Apparel Gratitude 7/8 Legging features a soft nylon and spandex blend fabric in a 7/8 length with comfort features.

Headsweats’ Active Long Sleeve Tee features performance macro orb Repreve fabric, a sustainable material made from five recycled plastic water bottles.

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The Running Fashion Show Apparel

Saucony’s Rerun Tank is for women who require versatility and makes for a playful statement while putting in the work.

The refreshed collection of Brooks running shorts feature ample storage options, sustainable materials and smart distraction-free designs — and nothing to rub runners the wrong way. Strategically-placed pockets offer plenty of storage options and are designed to keep essentials securely stowed while on the run.

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The Running Fashion Show Apparel

Expanding into apparel, Nathan’s ultra-lightweight performance windbreaker is silent when moving (including jingle-free zippers) and packs easily and compactly into its own pocket, which makes it a fine travel companion.

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The ASICS Visibility jacket form men and women features reflective accents and a water-resistant material for better protection. The main fabric is made with a sustainable material that’s constructed with recycled polyester.

© 2021 Diversified Communications

The Running Fashion Show Apparel

The Nike Windrunner Jacket is made with at least 75 percent recycled polyester fibers and a reflective graphic made with Nike Grind — and hidden pockets from front to back.

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The fasciae in the shoulder and trunk area of Falke Impulse Running shirts are activated by motion to strengthen the abdominal and back muscles and help pull the shoulders down and back so that the runner can breathe more freely. At the same time, the activators also contribute to an improved arm swing.

© 2021 Diversified Communications

The Running Fashion Show Apparel

The In Control Tech Bra from Perspective Fitwear is made for high-intensity activities and includes thick straps and a high neckline to maximize comfort and support. This lightweight bra features the brand’s Good Human Tech fabric and is rapid drying (10-30 minutes) with UV 50+ protection.

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© 2021 Diversified Communications

The Running Fashion Show Apparel

Inspired by bold eye-catching colors that make a statement outdoors, Junk Brands created its Reverb headband design with brightly contrasting colors with a wave, creating motion while still keeping each hue’s integrity.

Journey off the beaten path in the Nike Dri-FIT Flex Stride Shorts, with flexible fabric that offers targeted breathability along with versatile storage options for gloves and snacks.

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The Kari Traa brand, founded by Olympic gold medal skier Kari Traa, is described as motivational, inspirational — a bad-ass women-run brand building products for women, by women. Its Var Sports Bra offers light support compression with slim adjustable straps and moisture-wicking, quick-drying fabric.

© 2021 Diversified Communications

The Running Fashion Show Apparel

The Stopwatch Long Sleeve from Saucony offers straightforward sweat-wicking performance that gives runners the moisture management they need to stay comfortable at any speed. The Fortify three-inch Hot Short holds both the runner and her stuff without getting in the way.

A staple in every runner’s collection is the classic black run short and CEP’S Run Loose Fit Short fits the bill. The five-inch inseam, wide drawstring waistband and bonded seams make this short comfortable with a lightweight feel. Keys and nutrition can be stashed in the zippered back pocket.

Miler Running’s Base Running Singlet and Base Running Short use performance fabric from European mills and incorporate bonded seams and anti-odor fabric.

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The Running Fashion Show Apparel

The FlipBelt Mid-Weight Leggings from Level Terrain are high-waisted sports leggings with an integrated FlipBelt waistband that discreetly secures essential items while running, including a phone pocket.

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The Running Fashion Show Apparel

The Queen Bra from Oiselle has a simple design, but still includes all of the internal construction that makes it a highly supportive, structured bra — molded cups with perforation for heat release, padded and stable shoulder straps, adjustability in both the chest band and the straps and an extra plush and ribbed chest elastic that forms the foundation of the style.

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Characterized by its barely-there feel, On Running’s women’s Lightweight Pants combine quick-drying, high-stretch fabric with a flattering fit, with an adjustable waistband, hidden key loop and lower leg zipper in all six ounces of its cerulean or navy construction.

© 2021 Diversified Communications

The Running Fashion Show Apparel

Bakline’s Rockaway Crop top is breathable and wellsuited for high temperatures with a loose-cropped fit.

It gives runners another option to beat the heat with its polyester fabric that repels humidity.

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The Running Fashion Show Apparel

The Anita Active Sports Bra Air Control Delta Pad in the new print Black/Kalahari Leopard is a combination of fashion and function. The transparent and lined mesh fabrics makes it ultra-light, while the breathable, triangular DeltaPad foam cups provide support and ensure permanent air circulation with its cut-out sections at the bottom and to the sides of the cups. Coordinating with the Sports Bra are the Sports Tights Massage Leggings that complete the fashionable look.

With the idea of “Run. Chill. Repeat” as its mantra, Rabbit’s ultra-soft EZ Capsule is EZ to run in, but also EZ to chill in.

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© 2021 Diversified Communications

Who are the Best Running Stores of 2021?

December 2, 2021 | Austin, TX Nominations are open for the Best Running Stores of 2021, which will be honored December 2 in Austin, TX at the 15th annual The Running Event.

• Best Running Stores celebrates the stores leading by example in the run specialty industry. These are the retailers who continually show their commitment to customers and community alike.

• Capping off three days of education, product demonstration, and networking at The Running Event, the 2021 awards ceremony will bring the industry together in celebration.

NOMINATIONS OPEN UNTIL MARCH 24

Have a favorite running store?

Submit your nomination before the March 24 deadline.

HOSTED BY

Learn More

www.therunningevent.com/brs-2021-awards/ Produced by

The Running Fashion Show Headwear

The Territory Run Co. Long Haul Cap is a quick-drying, lightweight five-panel hat with breathable mesh, soft comfortable fabrics and a crushable brim. The cap is also offered as a completely custom option for any shop, race or club.

The Experia by Thorlos Unisex Accessories collection, launching this Spring along with a line of running apparel, includes this fleece beanie as well as gloves, arm sleeves and a wrap headband.

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Lightweight, highly weather resistant, breathable and crushable for easy storage, the Helium Wind Cap from Outdoor Research features Pertex Diamond Fuse ripstop nylon fabric for wind and weather protection paired with mesh panels on the sides.

Smartwool’s Go Far, Feel Good Run Cap is lined with Merino Sport 150 mesh fabric that combines the moisture management, temperature regulation and odor resistance of Merino with the durability and quick dry time of polyester.

© 2021 Diversified Communications

The Running Fashion Show Headwear

rnnr’s tie-dye Pacer hat weighs in at only 2.1 ounces. but still provides 50+ UV protection and is ultra-breathable.

The Fractel Daybreak Edition Cap keeps runners cool in the hottest of summer conditions and features FLOWmesh fabric.

The Cruiser True Performance Trucker Hat from Alter Ego Running celebrates the classic trucker form with its pronounced front panel shape, along with a curved brim with laser cut back netting, sweat-wicking materials and ultra lightweight fabric.

Boco Gear’s Get Outside Trail Trucker is its lightest, most breathable and versatile trucker, with a soft foam front panel, ventilated mesh back panels and a moldable, with a snapInspired by bold eye-catching colorslightweight that make abill statement back closure and moisture wicking internal sweatband. outdoors, Junk created its Reverb headband design with brightly contrasting colors with a wave, creating motion while still keeping each hue’s integrity.

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© 2021 Diversified Communications

The Running Fashion Show Socks

Darn Tough’s Women’s Run No Show Tab Running Sock is an ultra-lightweight Merino wool sock that’s sweat-wicking and prevents blisters. These minimal running socks stay put for a forget-their-on feel.

Gear up to show American pride with CEP’s Old Glory Socks that pair pride with technology. The socks feature the iconic colors of the American Flag in a medical-grade compression sock with a stay-put fit that promotes ankle and arch stabilization.

Balega’s Silver No Show running socks provide lasting antibacterial running sock performance with fibers encapsulated in silver ions.

Fit is ensured with compression sock arch support bands and an extra-deep heel pocket.

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© 2021 Diversified Communications

The Running Fashion Show Socks

Eco-friendly performance socks from Experia by Thorlos, coming in Fall 2021, are made from Repreve yarns and each pair recycles an average of four plastic bottles. Experia Green is available in a No Show Liner, a Tab Back Low Cut and an Ankle Cut in five colorways.

The Falke Achilles sock provides the effectiveness of a massage through anatomically-aligned silicon nubs that massage the tissues on both sides of the Achilles tendon.

This stimulates the blood circulation and improves the oxygen supply of the tissue, reducing discomfort during running.

Balega’s Support socks provide extra support without the need to wear an actual compression sock. The Support bands follow a brace construction to create a nonrestrictive cradling fit that enhances comfort during activity, with strategically placed silicone grip pads to ensure no sliding.

The AC4 (Active Comfort Sock with four zones of compression) from OS1st, launching in May, is built with its nano-bamboo fiber cushion and Skin Thin technology for a cooling effect. These are made for long runs on the road, training on the trails and recovery on the couch.

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The Running Fashion Show Socks

The inspiration for Feetures Spring 2021 Prism Collection comes from color psychology with an emphasis on light therapy and how it affects moods.

Ultra-light meets ultra-low profile in Le Bent’s micro run sock.

Its Definitive Fit System delivers fit and the light weight allows for breathability in warmer climates and fast-paced settings.

rnnr’s Snack collection pushes boundaries with its tie-dye collection designed to keep running rad. The rnnr Marathon sock is made with a cushioned footbed and arch support.

Swiftwick’s Maxus 0 sock features a high-cushion sole that adds padding without sacrificing breathability, for high-impact activities.

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The Running Fashion Show Socks

Steigen’s one-size-fits-all, blister-free socks embrace all things Spring with its new Palm Tree and Spring Floral Prints.

Zensah Compression Leg Sleeves provide runners with calf support, shin splint relief and decreased leg fatigue. Made of Zensah’s ultra-soft fabric, they are moisture wicking and anti-odor.

The SockGuy Sugar SGX running sock comes in five candy colors along with black and white, with a technical design that features a compression rib fabric that reduces fatigue and increases blood flow.

Smartwool teamed with ultrarunner Rob Krar to make a sock that can handle the longest trail runs — the PhD Pro Endurance Krar Print Crew that features Indestructawool technology for durability, a Virtually Seamless toe for added comfort, and 4 Degree elite fit system for a dialed, performance-oriented fit.

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© 2021 Diversified Communications

The Running Fashion Show Masks

Designed with lightweight stretch performance fabrics that offer wicking and antimicrobial properties, the neck tube from Experia by Thorlos is part of the company’s new line of running accessories for Spring 2021.

Smartwool’s Intraknit Merino Face Covering is new to the brand’s line. Merino yarn provides the full power of the fiber, with moisture management, thermoregulation and odor control.

Oiselle’s Flyte Gaiter is soft, stretches, wicks away moisture and is always at the ready for neck warmth or a sporty mask.

Featuring Quick-Flip technology that allows access to hydration and nutrition without removing the mask, Nathan’s mask features a stretch material that provides for custom fit for all face shapes.

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© 2021 Diversified Communications

The Running Fashion Show Masks

Zensah’s Performance Face Mask is reusable, breathable, anti-bacterial, odor-free, moisture-wicking and quick drying.

It is thermoregulating to bring warmth to runners in the cold and cooling them down in the heat.

Le Bent’s washable and reusable face masks use a blend of Merino wool and rayon from bamboo along with its bentCORE technology for an itch-free feel.

The mask has a flexible wire to fit nose bridges of any shape or size.

The Buff Filter Tube feels and fits like a favorite Buff product. Designed with a three-layer replaceable filter that blocks with 98 percent bacterial Outdoor Research is offering its Face Mask filtration efficiency, and three-pack of filters, which provide naturally it stays put in a breathable protection in a double-layer face built-in antimicromask with nose wire, in camo colors. is adjust- bial-treated mesh able, washable, and shaped to create a more pocket and comfortable breathing space for any activity. changes out easily.

The Junk Brands Winter Gaiter is created with its Borean technical fabric, along with a water-repellant exterior and fleece interior.

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Perspective Fitwear’s Got You Covered Tech Mask serves as a facial covering to protect against the elements with a no-slip design cut to stay in place so runners can focus on what’s ahead. Got You Covered is sweat-wicking, fast-drying, lightweight, breathable and smooth.

Comfortable, reinforced ear loops combined with an adjustable nose bridge create a custom-like fit in Feetures masks, made of a triple layer polyester blend with an antimicrobial copper lining.

© 2021 Diversified Communications

Running Fashion

7 On A Roll

They may not yet be household apparel names, but these seven companies are making noise in run specialty. / By Carly Russo

Bak to Business

Mixing the grit, style and attitude native to its diverse city with charitable partnerships and social awareness, New York-based Bakline is a running wear brand that designs with community in mind.

Established in 2008, Bakline began life as rugby apparel brand but eventually shifted its focus as founders and brothers Matthew Vosburgh and Robert Schnabel realized their greater passion — running.

Today, the brand operates as a fully tailored performance wear line that encompasses all sizes and demographics.

“Being part of the community is a part of our model. We could not claim to be a socially aware company if we do not endeavor to make a dedicated and sustained effort to inspire and fund change,” says Vosburgh. With this sentiment in mind, Bakline introduced its Community Fund in 2020 that donates 10 percent of its online sales to partnering organizations.

Among its long-term partnerships are WeCoach, The Sports Bra Project and Girls on the Run, all organizations built to support women — another cause close to Bakline’s heart. The brand supports women through various other projects such as its female brand ambassador program and Future is Female Coaches blog series, which recognizes inspirational female coaches in the running space.

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Bakline wears its New York roots on its sleeve as it makes a move into running apparel.

runners’ backgrounds and create apparel for those who are underrepresented due to their size, gender or race. For that reason, Bakline will not sell products unless they are tested to fit the whole spectrum.

Whereas many mainstream brands focus on standard sizing, Bakline analyzes the cut and fit of its products to ensure nobody gets left out.

“In carrying Bakline, running retailers provide an option for a brand that not only fits a broader spectrum of the community base, but celebrates who they are

as people — not simply as customers,” says Vosburgh. The brand’s small-business flexibility gives it the chance to form customizable collaborations with retailers to produce market-specific gear while maintaining its core inclusive values.

Another part of the Bakline story is its focus on artistic visuals and graphics in its apparel to inspire and spark imagination. Whether beginner or elite, Bakline acknowledges that running is a passion sport pursued for a variety of reasons and develops its products to serve the emotions

© 2021 Diversified Communications

of runners regardless of their pace, experience or goals, especially when it isn’t easy.

“Indeed, the passion we each feel for running and training manifests itself in different ways and evolves day to day and year to year,” says Vosburgh. “From the front of the pack to the back, we all experience the joys and challenges of the sport — the elation at the moment of lacing up our shoes and getting out the door, as well as dread and hitting the snooze button over and over again.”

A Green Perspective

Perspective Fitwear is rising to the sustainability challenge with products that encourage female runners to do the same.

The brand’s eco-friendly Good Human Tech fabric is cut specifically to fit women’s bodies and at the same time to reduce landfill waste.

The Good Human Tech fabric uses a degradable technology that enables its apparel to fully decompose within three years of entering a landfill.

Perspective Fitwear also uses recycled industry water in the dyeing and weaving process to avoid tapping into the drinking water supply. The brand stays focused on reducing its carbon footprint by limiting its use of natural raw materials in order to create sustainable apparel without compromising quality.

A company founded a nd op e r a t e d by wom en , Perspective Fitwear prioritizes comfort while maintaining its on-trend patterns and styles.

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Perspective Fitwear makes apparel with both fashion and the environment in mind.

in stylish activewear that’s also good for the planet.

Zensah Heats Up

Zensah is turning up the heat in compression technology with a new sock designed to decrease muscle recovery time. The Heat Recovery Sock uses infrared

technology to promote heat as a form of therapy in place of traditional icing methods.

Rather than using outside sou rces of heat, the Heat Recovery Sock reflects runners’ own body heat through Far Infrared Rays (FIR) that are embedded into the sock’s

Zensah’s new technology is utilizing heat to speed recovery for runners.

fabric. Constructed using mineral additives such as calcium, magnesium and tourmaline, these components harness FIR to penetrate muscles with deep vibrations and heat retention.

The therapeutic vibrations work to speed up muscle recovery, reduce muscle fatigue and eliminate post-activity soreness.

The Heat Recovery Sock is part of Zensah’s campaign to educate runners about the benefits of heat therapy versus using ice to heal injuries. The brand’s goal is to create products that accelerate runners’ recovery more effectively, and get them to stop using the RICE (Rest, Ice, Compression, Elevation) method. The Heat Recovery Sock comes as an emblem for Zensah’s mission to inform the industry of the best methods of injury prevention and healing.

Fractel’s Eye for Change

Sometimes an unrelated challenge leads in new directions and that’s exactly what happened to Matt Niutta, a passionate runner whose diagnosis of an eye condition prevented him from driving and allowed him to see the world from a different perspective.

He then decided it was time to create something new.

The result is an Australian company called Fractel, founded in 2018 with a focus on headwear for runners that offers a fusion of function and style.

“We pride ourselves on a quality product and a brand with both personality and a story,” Niutta tells Running Insight.

“Our products are a direct representation of our community and our target market is anyone with a passion for movement © 2021 Diversified Communications

7 on a Roll (continued)

Fractel is bringing Australian style and performance to the U.S. run market.

Steigen socks are one-size-fits-all, with performance features part of the mix.

and the outdoors — primarily in the running and adventure industry.”

Since its launch in Australia in 2018, Fractel has grown organically and it is now making a push into the U.S. market, already being stocked in more than 35 stores domestically.

Further growth was seen last year with the launch of Fractel U K a nd well as in South Africa and continued growth in America, along with retailers and agents in New Zealand, Denmark, Japan, Taiwan and Hong Kong. The brand has also partnered with Scotty Hawker (third Place UTMB 2019) as its leading sponsored athlete, who signed in January, 2020.

“We are a small brand with plenty of momentum,” explains

its product expansion with the introduction of 100 percent recycled polyester fabric to be used in more than 75 percent of its products. “Sustainable fashion is a key driver for us and we have our sights set on transitioning our whole range to recycled materials as soon as possible,” Niutta says.

“We’re a community driven brand with a passion for sustainability, function and style,” he adds. “We all have a ‘why’ and we believe we all have a story to share. We want our products to resonate with you like they do us and be a conversation starter for all the right reasons.”

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Niutta. “The running culture and community aspect is massive in the U.S and we want to take what we know from building our brand here in Australia further abroad to share more stories and continue growing our community.

“When performance and style are combined, synergies are sure to arise,” he adds. “Fractel Headwear intends to bridge and commune the worlds of sports and fashion, by bringing out the best of both.”

Fractel found initial success in its home country by targeting distribution in run specialty stores with a focus on bringing premium products to the table with sustainability front of mind.

This year Fractel will continue

One For All At Steigen

At first glance, a one-sizefits-all sock company might

seem simple by design, but the concepts behind Steigen are anything but plain. This Australian-based brand, known for giving back to athletics in its hometown and ma k ing blister-free socks for runners, is now coming to the United States with its socks and a new apparel line.

Steigen’s line features socks that are sold in one size, but can stretch to fit sizes US 5-12 due to the combination of Lycra and nylon used to create a sock that is stretchy, but also lightweight and breathable. Its socks are crafted to target the arch, heel, toe box and ankle in order to prevent runners from feeling pain in their most blister-susceptible areas.

Founded by Olympic athlete © 2021 Diversified Communications

7 on a Roll (continued)

Nathan has expanded its knowledge of what runners need into apparel in 2021.

Falke Achilles sock is a medically approved product to treat a common ailment.

Louis Rowan, Steigen prides itself on being more than just a sock company through its charitable acts in its hometown in Geelong.

The brand hosted its first race in 2020 in an effort to generate a greater fan interest in track racing. The event invited runners to participate in a teambased format, giving them the chance to win both team and individual cash prizes. Positive feedback has prompted Steigen to make plans to do it again in 2021.

In order to expand its brand Steigen has unveiled an apparel line that includes a Pro Singlet made for runners. The singlet is a lightweight and anti-drying to keep moisture on the skin and cool runners down in the

heat. Previously just available in Australia, New Zealand and Asian markets, Steigen’s socks and Pro Singlet are now coming to the U.S.

running tees, shorts, jackets and leggings boasting, according to the company “superior performance meets cool comfort.”

Nathan’s Apparel Move

A sock can be so much more than a sock in 2021 and Falke is utilizing medical technology to address a common runners’ concern with its Falke Achilles sock.

Since Achilles tendon injuries are among the most common injuries athletes suffer – it is expected that one out of five runners will fall victim to Achilles injuries at some point – and with few reliable solutions to ease their pain, Falke has developed a medically approved design to give athletes the relief they desire.

The Fal ke Achilles is a Lyocell sock created to stimulate

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Known for its hydration a nd ot her r un n ing accessory products, Nathan’s new apparel collection debuts this month with the theme “Beyond Boundaries.”

Whether it’s running a mile or a marathon, the company says it is there to support runners with the gear they need to empower and improve the run.

The company has taken the attention to detail in its other running products and applied it to the new line of apparel.

The 2021 collection includes

Falke’s Achilles ‘Heal’

blood circulation and improve the oxygen supply to tissue in the foot, which decreases pain during running. Its blueprint features anatomically designed silicon nubs that rub up on both sides of the heel for a feeling of massage.

The compression molds to runners’ feet and stabilizes the heel, providing the safety measures that can help heal Achilles problems. One other technical benefit: the socks are built for right or left feet in order to avoid uncomfortable pressure and rubbing of the toes.

Lending even more tech credence, as a medically approved product Falke Achilles meets the laws, regulations and framework enacted by the European Directive on Medical Devices. n © 2021 Diversified Communications

To listen to the full interview with Shoes & Brews on The Run Matters Podcast powered by Skechers Performance, click here.

Thirsty for Success Shoes & Brews talks about its running store/brewery on the Run Matters Podcast Presented by Skechers Performance.

So, they need to be knowledgeable about everything,” Anderson says.

The brewery has developed a few running-inspired beers, such as the Negative Split IPA, she says. “We call it that because the second beer goes down faster than the first.” The brewer also developed a beer honoring runner and well-known beer miler Nick Symmonds when he visited the store.

The Mortimer T Raspberry ale was named after Symmonds’ rabbit.

L

ike many great ideas, the inspiration for opening Shoes & Brews came on a run, founder Ashlee Anderson, recalls.

“I was out for a run with my husband Colin and our friend Dave and they were running ahead of me. At one point, they came running toward me and said, ‘We have this great idea to open a running store with a microbrewery. Are you in?’ and on the spot I said, ‘yes.’”

In 2014 with two additional partners, including her father-in-law, Shoes & Brews opened with the unusual concept of two businesses under one roof. The business balances at about 70 percent shoes and 30 percent brews, with the beverage number higher than the group had anticipated.

The store strives for a family-friendly atmosphere catering to families like their own, parents with young kids seeking a community connection in Longmont, CO, which is north of Denver and east of Boulder.

The staff at Shoes & Brews is crosstrained. Most of them work in both the running store and the brewery. “One day they could be fitting you for shoes and the next day they could be pouring you a beer.

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Running for the Beer Beer also figures prominently in the store’s major event, an 800-meter challenge, which will be held around Saint Patrick’s Day. For this event, runners chug a beer at the start line and then run to the end of the cul-de-sac on which the store is located.

That distance is about 400 meters. The runners’ times are clocked at 400 meters and the time becomes the price they pay for their beers for the remainder of the day.

“If you run the first 400 meters in 2:30, your beers cost $2.30 for the rest of the day, so you are truly running for your beers.”

While the pandemic has disrupted the schedule of the store, it has also wreaked havoc on the Anderson’s home life. Ashlee says she has gone from working four days a week in the store to being a stay-at-home mom and working nights and weekends in the store. The silver lining? “Our staff has really stepped up and grown. We have high expectations for our staff serves our guests and we are so proud of how they’ve grown in a way where we haven’t missed a beat.” n

The Shoes & Brews team in action: Dylan Donohoe, Dave Zakavec, Colin Anderson, Ashlee Anderson, Kris Donohoe and Roger Anderson.

© 2021 Diversified Communications

running shorts Nominations Now Open for Best Running Stores of 2021 ARE YOU ONE OF THE BEST RUNNING stores in America? Then take note that nominations are now open for the Best Running Stores of 2021, the awards program that identifies and honors the best run specialty retail stores in America.

The ceremony will take place December 2, 2021, in Austin, TX, at the 15th annual The Running Event.

All industry professionals, brands and retail customers are welcome to nominate one store that best serves their customers and community. Best Running Stores of 2021 nominations must be submitted by March 24. Winners will be selected following evaluation and notified by mid-July; the Store of the Year will be announced at the December 2 live celebration. All winning stores will receive two free passes to The Running Event, including accommodations at the host hotel.

“We’re excited to open nominations for the 2021 awards and invite all members of this close-knit and passionate community to submit the stores that have gone above and beyond in run specialty retail — setting a new level of excellence for customer service along the way,“ says Christina Henderson, executive director of Best Running Stores and The Running Event and publisher of Running Insight.

“We were unable to celebrate 2020’s winning stores in person, honoring them in a virtual ceremony held during Running Insight’s Market Week instead,” she adds.

“With that, it feels especially meaningful to come together during The Running Event this December for a night of recognition. We look forward to capping off three days of forward-looking conference sessions, dynamic product demonstrations and showcases, and peer-to-peer learning with a celebration of the Best Running Stores of 2021.”

Nominate a store online at https://www. therunningevent.com/best-running-stores/ 51

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© 2021 Diversified Communications

running shorts Individual Sports, Running Up in The Year of COVID-19; Participation as Unpredictable as 2020 Itself AMERICANS STARTED STRONG, stopped everything when COVID-19 hit, and then pursued pandemic-acceptable sports and fitness activities as 2020 progressed, according to the recently released SFIA’s Annual Topline Participation Report. Among the big winners: running.

The report measures the participation rates of all Americans, ages six and above, tracking 120 sport, fitness and outdoor activities. In addition, this year’s report features a special section: COVID-19 Effect on Participation.

Individual sports such as running, tennis, golf, hiking, skateboarding and surfing thrived in 2020. Helping to drive growth was a participant’s ability to take part in these activities outdoors and socially distant. Conversely, team sports, which do not lend themselves to social distancing, struggled to maintain participation. Exacerbating this trend was

the significant impact of school and park closures, taking away access to scholastic, travel/competitive and recreational sports.

COVID-19 was a double-edged sword for the fitness industry. With gyms and health clubs being forced to close, fitness participation levels overall decreased in 2020. Fitness activities that could be done at home, such as yoga, Pilates and kettlebells, showed robust participation increases. Traditionally popular activities done generally in health clubs or studios, like stationary cycling (group), stair-climbing machine and cardio kickboxing, experienced significant declines.

Notably, the number of totally inactive Americans, defined as those who did not participate in any of the 120 tracked activities, dropped by seven million. This 2.4 percent decrease from 2019 marks the largest decrease in the number of inactive Americans since SFIA introduced this

survey in 2008, one positive sign from a complicated year.

I n a l l, t he r ep or t i nd icat es t hat Americans stayed fairly active, but not with the same frequency and avidity as in pre-pandemic times. Americans searched out pandemic-appropriate activities where they could, with varying degrees of success and sustainability.

“2020 brought unprecedented challenges for Americans looking to be physically active, but we find hope in the millions of Americans who changed their habits, venues and activities to somehow exercise and play,” says Tom Cove, SFIA president and CEO. “At the same time, we see so many people yearning for their children and themselves to get back on fields, courts and health clubs; we all must work together to provide safer sports and fitness opportunities as soon as possible.”

For more: www.sfia.org.

Rock ‘N’ Roll Las Vegas To Return in 2022 The Rock ‘n’ Roll Marathon Series’ pinnacle event, Rock ‘n’ Roll Las Vegas, will permanently shift from its traditional November date to become an early-year event, with the next edition now taking place on Feb. 26-27, 2022. One of the largest and most popular night running events in the world, Rock ‘n’ Roll Las Vegas will offer half marathon, 10K and 5K distances under the glitz and glamor of the iconic Las Vegas Strip, giving runners the unique and exclusive opportunity to Run the Strip at Night with music and entertainment throughout the courses. More information regarding general registration will be available on the event website.

“Moving to February will provide our participants the same amazing experience of the biggest running party

on earth, with a few new twists along the way,” explains Elizabeth O’Brien, managing director of North America for Rock ‘n’ Roll. “We enjoyed our time holding the event in the fall, but it was important to us that our participants

had a race date they could count on and plan towards. Moving to this new time of year will provide that assurance while allowing participants to truly own Vegas for the Rock ‘n’ Roll race weekend.”

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© 2021 Diversified Communications

running shorts Under Armour Rides The Wind LOOKING TO UP ITS GAME IN RUN specialty, Under Armour last month unveiled its latest high-performance running show, the UA Flow Velociti that promises runners “the feeling of the wind at your back.”

The UA Flow Velociti Wind boasts an all-in-one cushioning system that eliminates the rubber outsole and is described as a “lightweight yet supportive shoe that would perform for elite runners in their most taxing workouts.” In essence, UA designers removed the heaviest part of the shoe – the outsole – without sacrificing durability or traction.

The UA Flow Velociti Wind launches globally on March 3, and will be available on UA.com, UA Brand Houses, premium run specialty accounts and select sporting goods accounts.

UA Flow is described as a responsive, grippy and supportive singular-foam compound that eliminates the rubber outsole, enabling Under Armour to create a hightraction running shoe.

The debut UA Flow Velociti Wind

(MSRP: $160) was designed and engineered to provide responsiveness and energy return, grippy traction and an engineered upper solution, UA Warp, that molds to the human form.

The development of UA Flow was executed in pa r tnership between Dow and UA including Innovation, Product Design, Biom e cha n ics, At h let e a nd Consumer Insights groups, with more than 50 people involved in collectively bringing this new technology to fruition.

The UA Flow midsole technology made its debut in the basketball category with the launch of Stephen Curry’s signature shoe, the Curry Flow 8, under his new namesake brand.

UA Flow, the lightest midsole technology in UA’s current running lineup, completely eliminates the rubber outsole, reducing the two-to-three ounces of weight that it adds, on average, from a traditional running shoe. The foam has

naturally sticky traction, so traditional bulky overlays aren’t needed.

The Under Armour Warp upper features supporting tapes that act like seatbelts on the foot, placed precisely where biomechanists found them to be most helpful for a runner. The tapes are in tension when needed and relaxed when they aren’t, eliminating any buckling and pinch points from traditional uppers built with continuous materials.

Albert Explained in White Paper Looking to further expand the understanding of its new technology, Aetrex recently released a white paper on the technology and innovation behind its Albert 2 foot scanner. The white paper explains the technology and strategy that went into developing the foot scanner, from a 360° 3D reconstruction of the foot, to Machine Learning-based footwear recommendations, to the AI-powered Albert Voice Assistant.

Albert 2 is a fully-integrated foot scanning system engineered to help customers find the right footwear and orthotics and provide an enhanced customer experience at retail. The quick, two-feet-at-once scanning process takes

20 seconds or less and can capture both static and dynamic pressure, as well as 360˚ 3D measurements of the foot.

The accurate, complete foot data is

then used to help customers find the best fitting footwear or orthotics on the first try, based on their unique foot profile.

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© 2021 Diversified Communications

running shorts Nathan Sports Partners with Black Girls RUN! NATHAN SPORTS HAS ENTERED into a partnership with Black Girls RUN!, providing gear and financial support to further the mission of the organization to inspire women to develop and maintain an active and healthy lifestyle.

Black Girls RUN! was founded in 2009 in an effort to tackle the growing obesity epidemic in the African-American community and provide encouragement and resources to new and veteran runners. The mission of BGR! is to encourage AfricanAmerican women to make fitness and healthy living a priority and subsequently lower the number of women with chronic diseases associated with unhealthy diets and sedentary lifestyles.

A goal of the partnership is removing barriers to make getting healthy and active more attainable. With the support of Bregal Helps Initiative, a financial donation was made on behalf of United Sports Brands to help support various BGR! initiatives. BGR! ambassadors will also be provided with Nathan running essentials. Nathan’s sister brand NSpire, carrying socks and sunglasses, will be sold at Walmart stores across the country, with a portion of the proceeds going back to BGR! This partnership stems from the belief of both Nathan and BGR! that running helps people push their potential, ultimately creating a healthier and

happier lifestyle.

“Black Girls RUN! is an incredible organization and resource for Black women to take charge of their health,” says Mary Harden, director of brand marketing for Nathan. “We stand by our motto, ‘We Run with You,’ providing hydration and gear solutions for runners of all levels

and from all communities.”

“Partnering with Nathan is like finding the perfect running shoe,” adds BGR! CEO Jay Ell Alexander. “We are excited to work with a brand of this magnitude that understands the value of fitness and health in our community and is able to provide resources for our members.”

RockTape and TriggerPoint Win Contract RockTape, a maker of sports medicine products, recently was awarded a five-year blanket purchase agreement with the Veterans Health Administration, introducing its kinesiology tape and TriggerPoint mobility rollers to the Physical Therapy categor y of the Medical/Surgical Prime Vendor 2.0 program through December 2025.

“It’s an honor to serve this community,” says Dr. Steven Capobianco, director of medical education at RockTape. “Current studies tell us that veterans have more musculoskeletal disorders limiting mobility than non-veterans.

‘Our products and education offer simple and effective non-opiod, musculoskeletal treatment and self-care

options – we want everyone to have a drug-free option to help them move more, and move better,” her adds.

Most recognized for its signature kinesiology tape and foam rollers for runners and other athletes, RockTape and TriggerPoint are independently prominent brands within chiropractic and physical therapy sectors of the medical community.

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© 2021 Diversified Communications

running shorts inov-8 Plans Major Product Introduction in March as Wayne Edy Resumes Control IN A MOVE ANTICIPATED FOR SOME time now, inov-8 founder Wayne Edy is back leading the footwear company as it prepares to launch what it is calling “the biggest sports footwear innovation of 2021.” Edy bought back the company from Descente last year and has kept it under wraps while spearheading the design of a new running shoe.

The shoe will be the world’s first-ever to feature a Graphene-enhanced foam, called G-FLY, that has been developed in collaboration with The University of Manchester, the “Home of Graphene.”

The planet’s strongest material, Graphene has been infused into the foam of the new shoe to help improve the performance of trail and ultramarathon runners. inov-8 will make a full reveal on March 24, with the shoes set to go on sale shortly afterwards.

Edy founded inov-8 in 2003 and now owns 100 percent of the business outside of Northern Asia.

“I’m delighted to be back at the helm ahead of what is an exciting new chapter in the continued development of the world’s most innovative sports brand,” he

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says. “We benefited from being part of the Descente group from 2015 to 2020, but we’re now independent again and preparing for our biggest ever product launch [this] month.

“It was a risky time to purchase back the business, but it was an easy decision, driven by my hunger to lead more product innovations,” Edy adds. “After a very uncertain period in which we reluctantly furloughed some of the team during the first lockdown, we quickly restructured and brought clear focus to the business.

My instincts were to continue investing and, despite most of the team working from home, by the end of the year we had made an incredible recovery, leaving 2020 a much stronger business with a highly motivated team.

“Now, with momentum under our feet and awards coming in thick and fast, we can accelerate, using ground-breaking product innovations to grow in 2021 and beyond.” inov-8 first used Graphene in 2018 when

launching Graphene-enhanced rubber, which delivers a tough grip. Sales of its running, hiking and fitness shoes featuring the “wonder-rubber” have surged over the last three years.

Once again team ing up with The University of Manchester and footwear veteran Doug Sheridan, inov-8 is set to push the boundaries even further with the new shoe, which boasts three patentpending technologies.

“We’re bringing together the worlds of science and sport and combining them with innovation and entrepreneurial agility to go up against the major sports brands — and we’re going to win,” adds Michael Price, inov-8 COO. As well as being 200 times stronger than steel, Graphene is also the world’s thinnest material and boasts astonishing flexibility. A team of over 300 staff at The University of Manchester has pioneered projects into Graphene-enhanced sports cars, medical devices, aeroplanes and sports footwear.

© 2021 Diversified Communications

running shorts Fleet Feet Adds Stores, Adds Personnel in Active 2020 DESPITE THE MANY PANDEMIC challenges, it appears to have been a good year for Fleet Feet, which last week reported significant growth in 2020, the addition of five stores and triple-digit growth of its e-commerce site. The franchisor also hired a head of human resources and marketing and made several promotions to support future growth.

“As I look back on 2020, I’m in awe of what Fleet Feet was able to accomplish,” says Joey Pointer, CEO and president of Fleet Feet. “Early on in the pandemic, the state of retail was fragile and fragmented with different local ordinances.

Thankfully, we had the infrastructure and, more importantly, nimble and determined franchise owners and employees at every level within our stores and Store Support Team in place to help us quickly adapt our operations and continue to serve our customers.”

Among the year’s highlights: • Fleet Feet opened five stores in 2020, bringing the total store count to 182 across 37 states and the District of Columbia. In OrthoLite Unveils Aerogel-Infused Open Cell PU-Foam OrthoLite has unveiled OrthoLite O-Therm, a thermal insole technology for cold-weather footwear protection. O-Therm offers all of the known benefits of open-cell PU-foam while combining what it claims is “the world’s lightest and most insulative cold barrier protection.” For the consumer, this means feet will stay warmer.

O-Therm is billed as the first and only aerogel-infused, open-cell PU foam. This new technology creates a thermal barrier that blocks the cold and maintains footwear temperature regulation. Using an advanced aerogel, the proprietary combination of materials in O-Therm delivers thermal

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2021, Fleet Feet has already opened one store in Gaithersburg, MD, with additional franchise locations scheduled to open in Madison, AL, New Albany, OH, and Carnes Crossroads, SC by June 30.

• It elevated its in-store outfitting experience, fit id, by introducing dynamic pressure mapping to its 3D foot scanning technology. The integration, now available in 100 stores, launched in September.

• Fleet Feet’s digital business grew 200 percent in 2020, buoyed by shifting consumer shopping trends and infrastructure updates. Its digital team introduced an order management system and checkout experience on FleetFeet.com to deliver online purchases fulfilled from local Fleet Feet stores.

• Promotions within its Retail Operations department included Matt Werder to senior director of retail operations; Alex Tallman to senior manager, retail experience; and Amy Rihel to retail trainer.

• F leet Feet moved f rom a 7500-square-foot distribution center to a 24,000-square-foot facility, expanding

from 15 to 23 full-time employees. The company also implemented a centralized buying and distribution system for footwear.

• As a part of its community-based social responsibility efforts, Fleet Feet strengthened its national charitable arm, Do the Run Thing, and its stores continued to support local charities. In the early days of the pandemic, Fleet Feet donated 20,000 pairs of socks to hospital workers in partnership with Feetures.

• The company also launched three new partnerships with Black Girls RUN!, Civil Rights Race Series and Latinos Run, donating a $25,000 to the organizations.

Fleet Feet also raised $44,000 for Girls on the Run through a virtual run and donated $9000 to the NAACP Legal Defense and Educational Fund, Inc. • Over the past six months, Fleet Feet’s leadership team saw Ellen Donahue’s promotion to VP-marketing and hired two new executives — Erika Braun, senior director, and human resources and marketing director Tiffany Lee. insulation and all-day comfort underfoot for cold-weather protection.

“OrthoLite’s proprietary aerogel is O-Therm’s secret sauce,” explains Rob Falken, VP–innovation at OrthoLite.

“Our advanced aerogel traps micropockets of air without the need for loft, and it won’t lose its effectiveness when compressed under foot. OrthoLite’s aerogel is unlike any other aerogel solution in that it is nano-porous inside of a multi-porous structure, and that creates a supreme thermal barrier which blocks both cold and heat.

“In addition, O-Therm’s advanced silica aerogel powder is the lightest man-made material, weighing in at only three times the weight of air,” Falken notes.

© 2021 Diversified Communications

Running Fashion

One More Thing ...

Running Insight offers our own Running Apparel Dos and Don’ts

W

ith apologies to our colleagues at Glamour, whose “Glamour Dos & Don’ts” have defined generations of beauty, style and fashion advice for America’s women (and sometimes men), here is our list of RI Dos & RI Don’ts for running apparel in 2021.

inevitably turn into a jumbled mess.

DO … Have favorable return policies Many stores in these pandemic times are allowing customers to bring clothing home to try on rather than using dressing rooms — and then letting them return the pieces they don’t want to buy. More work for the store, but comfort and safety are paramount.

DO … Accessorize There’s nothing better for a retailer than an impulse sale after a customer has purchased shoes and socks. Think of the margins when they add a hat or a reflective vest to complete the ensemble.

DON’T … Forget men Sure, women are most style conscious and will be more likely to grab that cute top. But men needs shirts and shorts, too. Just don’t overwhelm them with choices.

DON’T … Clutter Customers can’t choose a running shirt or pair of shorts if they are bunched together with a bunch of other stuff on a shelf.

Keep it neat and stylish … like the clothes themselves.

DO … Curate You should know better than anyone what is selling, what goes with what and what brands your customers favor. Make some of the initial buying decisions for them.

DON’T … Turn out the lights Clothing is best seen in flattering light. Attractive mini-spots or track lighting can bring a focus and help shoppers see the colors and textures. Get rid of the 100-watt daylight bulbs.

DO … Use props As Holly Wiese of 3 Dots Design writes in the January issue of Running 57

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DO … Leave plenty of room Like your shoe fitting area, clothing shoppers need their space — for both safety and modesty reasons. Carve out some room, put in a few mirrors and make people comfortable.

Insight, people are more visual than we realize, especially when it comes to clothing. Don’t be afraid to display apparel on some unexpected props to help catch the attention of runners passing by. And, of course, use mannequins.

DON’T … Pile on Clothing should be easily visible, so use rounders or hangers and don’t stack shirts on top of each other. They

DON’T … Be trend-wrong Running apaprel is, after all, a mix of fashion and performance. Keep up on colors, styles and fabrications. And read Running Insight (and Glamour) to be trend-right.

DO … Carry sport bras Make sure you have female staff to answer questions and help fit and a dedicated area wouldn’t hurt. You’d be amazed at the sales increase of this personal item if you offer a little personal space. n

© 2021 Diversified Communications