Running Insight 3.15.18 by Running Insight

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

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RUNNING INSIGHT

VF to Buy Altra Brand

F Corporation, the parent company of The North Face, Smartwool, Timberland and Vans, has reached an agreement to buy Altra, the upstart footwear brand that has cracked the competitive running business with its Zero Drop shoe designs. Altra has been owned by ICON Health & Fitness since 2011. Terms of the agreement were not disclosed. VF has been said to be on the hunt for a running shoe brand for years. The publicly traded conglomerate was in the hunt for Saucony in 2012 before losing out to a bid by Wolverine Worldwide. And VF’s name is mentioned as a possible acquirer whenever a running brand is rumored to be for sale. In Altra, VF has acquired a brand that has captured the imagination of the run market since it was launched in 2011 by Brian Beckstead, Jeremy Howlett and Golden Harper. Golden is the son of Hawk and Cheryl Harper, owners of Runner’s Corner, a run specialty store in Orem, UT. The concept behind the first Altra shoe was developed in 2009 when the trio shaved down the heels of existing running shoes to create a “zero drop” from heel to toe. Harper chose the name “Altra” based on the Latin word “altera”, which means “to fix or mend

RUNNING INSIGHT ® is a registered trademark of Formula4Media, LLC. © 2018 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709.

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something that is broken The Altra brand was picked up by early adapter stores such as Playmakers in Michigan and the brand’s founders sold to ICON in 2011 so they would have the resources of a big company to keep up with the growing demand. Today, Altra is sold in 55 countries through more than 1,600 specialty retail locations and generated $50 million in revenue for the trailing 12 months. “The acquisition of the Altra brand is another example of our efforts to reshape and evolve our portfolio of powerful brands to align with our enterprise value creation model,” said Steve Rendle, chairman, president and CEO of VF Corporation. “The active outdoor and performance sector is a large and attractive growth space. The addition of the Altra brand brings to VF a unique and differentiated technical footwear brand and a capability that when applied across VF’s outdoor footwear, direct-to-consumer and international platforms will serve as a catalyst for growth.” ICON executives say the sale of Altra will allow them to focus on its core fitness brands of NordicTrack ProForm, its Freemotion commercial business, and iFit, its connected fitness subscription brand. n

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Reebok Returns to the Run Is Reebok now here to stay?

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eebok is back in the run specialty game. After years away from the channel, the Boston-based brand, a fixture on running store shoe walls throughout the 1980s and 1990s, has re-embraced running and stands eager to regain credibility and status in an environment it once flourished. “We’re in the game and focused on building fantastic products and experiences,” assures Scott Daley, general manager of Reebok’s running business unit. That’s a fresh, happier tune from adidas-owned

Reebok, which struggled to gain much traction in the 21st century as other running footwear brands made headway and the athletic giant, a longtime sponsor of elite athletes and purveyor of novel technology, largely vanished from the sport. Resurrected from the running graveyard, is Reebok now here to stay? Coming and going

Around 2010, Reebok pushed running aside, “a mix of internal and external factors,” Daley says. Thereafter, however, company leadership began deliberate conversations about Reebok’s brand

RUNNING INSIGHT

Reebok’s Return to the Run (continued) positioning and, eventually, crafted a fresh brand strategy built around fitness and the belief that the world would increasingly embrace healthier, more active lifestyles. Initially, Reebok gained momentum by attaching itself to fitness activities such as CrossFit and mixed martial arts. Running remained relegated to the sidelines. “We really didn’t articulate the role of running,” Daley admits. In 2015, that changed as Reebok leadership determined that a central, resolute focus on running was necessary for any brand building its strategy around fitness. The company assembled a product and innovation team singularly tasked to develop high-level technology while it also began laying the foundation for deeper immersion in the category by crafting relationships with the likes of Ragnar and Midnight Runners. “It wasn’t rocket science to us,” Daley says. “In fact, it was very simple: we

“It’s been proven that the right product can resonate.” SCOTT DALEY, GM, REEBOK

needed to build credibility in the space.” The first priority: build meaningful product, not just another running shoe. “Because let’s face it,” Daley says, “no one’s waiting for another brand to enter the running category.” Quickly, however, Reebok, which made its first running shoe in 1909, recognized that this was not the category they had abandoned years earlier. A rather fixed experience and concrete belief in how running footwear should be built had given way to a more malleable mindset stretching from minimalism to maximalism. “You look at the spectrum of experiences and realize there’s not one solution,” Daley says. “In one way, the channel today is

more competitive than ever, but there’s also more opportunity because it’s been proven that the right product can resonate.” Liberated by that realization, Reebok intensified its product management, design and development, something best represented today by the Floatride Run. Released in April 2017, the $150 shoe features a proprietary foam, sock-like upper and sleek look. “Floatride is about us defining an experience we thought was unique and better,” says Daley, noting that blind consumer testing proved the brand had a viable, compelling product. Running retailers agreed. “Floatride is a leap ahead for Reebok,” says Kris Hartner of the three-unit Naperville Running Company operation in suburban Chicago. “It’s a differentiated product that stands out and we brought it in feeling it could do something for us.” Adds Joe Rubio of Running Warehouse: “Reebok had a lot of ‘me, too’ product, but

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RUNNING INSIGHT

Reebok’s Return to the Run (continued)

SCOTT DALEY GENERAL MANAGER, REEBOK

Floatride is a unique offering in this space.” Rather than bringing Floatride Run to market with an expensive, media-driven campaign, however, Reebok instead adopted a “ground game.” The company supplied the footwear to an army of some 1,200 influencers ranging from footwear salespeople to running coaches. These folks became Reebok’s onthe-ground ambassadors. In just three months, Reebok’s Floatride Run emerged as one of the company’s top-selling footwear models en route to earning the “Best Debut” award in the 2017 Summer Shoe Guide from Runner’s World. “We had a plan to enter the market and hopes about how we would be received, but knew this was a long-term play,” Daley says. “That’s different than the Reebok I’ve been with at different times over the last two decades.” Running ahead

“We want to be a meaningful partner for the right retailers, overemphasizing and overdelivering for these partners.”

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While 2017 might have marked the beginning of Reebok’s return to the running category from a consumer perspective, Daley says the buildup has been in motion for years and will continue. “It’s going to take years for people to see us the way we want to be seen in the space, but that’s a road we’re prepared to travel with consistent operations year after year,” Daley says. “We’re bringing newness into this territory and it’s important people know we’re serious and in this for the long haul.” Over the last calendar year, Reebok has put a team on the ground to service specialty accounts, knowing that the specialty channel delivers validation and influence. “Specialty is so important in connecting to the running community because it’s a curated environment in which staff are seen as the experts,” Daley says. Reebok’s focus in the specialty space, however, will be on quality, not quantity. Reebok has no interest in entering every specialty door, but rather seeks growth with appropriate partners.

“We want to be a meaningful partner for the right retailers, overemphasizing and overdelivering for these partners,” Daley says. Hartner, who has stocked Reebok product since opening his flagship Naperville Running Company store in 2000, says Reebok offers great account support and positive trade terms for the channel. “They’re hungry and moving in the right direction,” Hartner says. Service to the run specialty channel aside, Reebok’s long-term success in the channel is undeniably tied to creating innovative, appealing product, something the brand is pursuing today from its new headquarters in Boston’s Seaport District. Designed to inspire a healthy and engaged workforce “to make the best fitness products in the world,” the brand’s 220,000-square foot global hub features collaborative workspaces and a 30,000-square foot gym. “This has brought new energy to Reebok,” Daley says, as well as a heightened enthusiasm to construct “product that does what it says it’s going to do.” With the Floatride Run generating attention in the marketplace, Reebok will unveil its next shoe in the franchise, the 100-gram Floatride Run Fast Pro this June. On March 1, meanwhile, Reebok unveiled the Fast Flexweave, a $100 shoe designed to balance lightweight construction and fit with durability and stability, especially for quick-burst workouts and speed drills. The brand is also readying its next cushioning proposition with external partners outside the footwear industry. “We’re doubling down on innovation and that’s what will define us in the years to come,” says Daley, noting that footwear is Reebok’s immediate focus though apparel is “in the pipeline.” In a competitive environment, that’s the type of pledge retailers like Rubio want to hear. “I know we’re seeing intriguing product from Reebok today and that’s something that hasn’t been said about Reebok running for a long time,” Rubio says. Comments like that coupled with the feedback Daley’s team received firsthand at The Running Event late last year continue to energize Reebok and inspire its commitment to the running marketplace. “We’re getting opportunities we absolutely wouldn’t have gotten 18 months ago,” Daley says. “As we deliver time and again, we think the running market is going to find merit in us.” n

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RUNNING INSIGHT

From Mexico to Texas to PyeongChang and Back BY DANIEL P. SMITH

Valley Running Co. owner German Madrazo garnered international attention while representing Mexico at the 2018 Winter Olympics.

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lot has changed for German Madrazo in the last year. For starters, Madrazo, owner of Valley Running Co. in McAllen, TX, didn’t have a Wikipedia page 365 days ago – or even 30 days ago for that matter. Millions hadn’t heard his name, seen his face or found inspiration in his story. Everything changed on Feb. 16 when Madrazo captured global attention as a cross-country skier competing for Mexico at the 2018 Winter Olympics in South Korea. His emotional arrival at the finish line of the 15-kilometer individual event delivered one of the defining images of the PyeongChang Games and supercharged Madrazo’s world. The Journey to PyeongChang

Madrazo’s journey to PyeongChang begins – of all places – under the warm sun of northern Mexico. A rancher by trade,

Madrazo had long lived an active life and began training for Ironman competitions more than a decade ago. But with drug cartel violence increasing around his hometown and Madrazo and his wife, Lucia, contemplating a family, the couple started plotting a new life in the United States.

Wanting to open a running store, the couple began saving money toward their vision. They researched retail operations and the running specialty marketplace, ventured to The Running Event and capitalized on every opportunity to connect with vendors and running retailers. “Anytime I had a chance to get information, I did,” Madrazo says. In early 2011, the couple received their visas and moved to McAllen in April. Two months later, they opened Valley Running Co., launching what Madrazo calls the “best seven years” of his life. He relished helping members of the community pursue their own fitness goals, savored training runs with his neighbors and found joy in making his 1,800-square foot store a festive hub for McAllen’s sprouting running community. In early 2017, Madrazo, then a 42-yearold father of toddler triplets, had a wild idea. Inspired by an article he read years prior about Peruvian cross-country skier Roberto Carcelen, Madrazo set out to reach the PyeongChang Games for his native Mexico. There were, however, a few towering problems, not the least of which being that Madrazo had never put skis under his feet. Undeterred, Madrazo found his way to Andy Liebner, an accomplished Nordic skier-turned-coach who also owned the U.S. Ski Pole Company in northern Michigan. Though Liebner openly questioned Madrazo’s lofty aims, the coach nevertheless invited Madrazo to accompany him on a business road trip from Michigan to Utah. Along the way, Liebner promised Madrazo he’d teach him to ski. Madrazo accepted and flew to Northern Michigan. Soon after, the Texas resident made his maiden voyage into the demanding sport. “Honestly, I thought I was going to die,” Madrazo says of his first time on skis. “But I also thought there was no other place I’d rather be. I’d never seen white trails like this in my life and it was a feeling I wanted to create again and again.” Thus began Madrazo’s global, 13-month odyssey, an adventure that included travel to four continents, intense training and blooming friendships with other Winter Olympic aspirants from decidedly unwintry nations, including Tongan competitor Pita Taufatofua – an Internet sensation in his own right for his shirtless walk in the opening ceremonies

RUNNING INSIGHT

From Mexico to Texas to PyeongChang and Back (continued)

Waving the Flag: German Madrazo staking his claim to fame at the Olympic Games.

at the 2016 Olympics in Rio. Madrazo and Taufatofua, along with Chilean skier Yonathan Fernandez, spent two months together in Austria living and training together, building a brotherhood rooted in friendship and ambition, diligence and perseverance. “One grueling workout after another, we told each other, ‘We fight another day,’” Madrazo says. In time, Madrazo met the Olympic qualification thresholds for skiers from nontraditional nations. Olympic experience

During the PyeongChang Games’ opening ceremony on Feb. 9, Madrazo, the first competitor to represent Mexico in crosscountry skiing in 30 years and one of four members of the Mexican delegation, donned a mariachi outfit and carried the Mexican flag into PyeongChang Olympic Stadium. “That feeling of carrying my country’s flag in front of the world was indescribable, a feeling of immense excitement and honor,” Madrazo says. One week later, Madrazo stood at the starting line of his 15-kilometer test. At home in McAllen, where the race aired in the early morning hours, Valley Running Co. employees and friends gathered at watch parties and engaged in online chats, pointing 12

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to their friend’s unlikely presence on one of sport’s grandest stages. In the race’s opening moments, Madrazo could tell he was “off.” He was slow to intervals along the course, weakened by a cold and stinging cramps, battered by frigid temperatures, high winds and a year of intense training. Even so, Madrazo trudged through the punishing course. As he approached the finish line, he veered over to the stands and grabbed a Mexican flag, a decision that cemented his last-place finish among the race’s 116 competitors. “I never gave [finishing last] a thought,” Madrazo says. “I was going to the finish line with that flag and was going to enjoy the moment.”

Friends: Pita Taufatofua (left) and German Madrazo.

Enjoy it he did. With a wide, enthusiastic smile, Madrazo waved the Mexican flag down the homestretch amid rousing cheers. One commentator said, “You’d think Madrazo just one gold.” He crossed the finish line nearly 26 minutes behind gold medallist Dario Cologna of Switzerland, but was quickly swarmed by fellow competitors, including Taufatofua. The two embraced. “We fought another day,” Madrazo told Taufatofua. “No,” Taufatofua replied. “We fought until the end.” At that moment, emotions overwhelmed Madrazo. Tears flowed and elation reigned. Taufatofua and others – the so-called “exotics” from nontraditional winter sport nations – hoisted Madrazo onto their shoulders and carried him away from the finish line. That spirited sequence, in still frames, videos and words, soon traveled around the world and Madrazo emerged an international sensation. Time wrote: “The Internet Found Its New Hero. It’s an Olympic Skier Who Finished Dead Last.” The following morning in South Korea, Madrazo awoke to more than 2,000 Facebook messages and hundreds of texts from family and friends. Media requests poured in, a whirlwind that continued to consume Madrazo even three weeks after his divine run. “It’s all still settling in,” Madrazo told Running Insight on March 8, minutes after completing an interview with a Mexico City radio station. “But I feel a great responsibility to inspire others to pursue their own dreams and goals. I was a 43-year-old competing in the Winter Olympics one year after I first put on skis. I had doubts upon doubts stacked upon me, but I made it.” Hours later, Madrazo said he would begin his trek back to McAllen, eager to resume life with his family and his running store with renewed purpose. “I can’t wait to get back because I love what I do at the store and feel it’s work that matters and creates good karma,” he says. “And given what’s happen over the last year, I’m excited to carry my message about pursuing your dreams and living an active life in a new, inspirational way.” n

RUNNING INSIGHT

WALKING ACROSS AMERICA

Retail on the Road / Chapter 2

Retail on the Road

Tortoise & Hare Sports: Glendale, Arizona I called ahead, and a few hours later I rolled my Thule jogger off the roadside and into a giant parking lot. Parked it just outside Tortoise 14

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& Hare Sports and began removing my walking clothes: a neon vest, giant straw hat, fingerless cycling gloves. Two folks approached and began asking the typical questions. What am I doing, why am I doing it, yadda-yadda. As we spoke, I noticed how comfortable they were in the store’s outdoor space. I couldn’t tell if they were customers, staff, vendor reps, or whatever. Turns out they were customers. But the way they welcomed me to Tortoise & Hare said a lot about what goes on inside. The naturally-lit store was busy. Owner Nathan Hohenstein was fitting a customer. I found a recovery corner and began rolling out my calves. Soon Nathan brought me a vibrating Trigger Point roller – leg candy. When he finished his fit, Nathan recommended we do lunch. His wife, Rebecca Reiger Hohenstein, chose the spot. A soup and sandwich joint in their center. Nathan’s got a long history in specialty run. He’s worked at Playmakers (MI), Marathon Sports (MA), and Runner’s Den (AZ). Rebecca is new to retail but not new to business. Her past in Laboratory Sales offered insights to the importance of relationships, quality processes, and teamwork. She’s also not afraid of a big sale. But admittedly, Rebecca didn’t realize how much she’d appreciate being a part of a community until going full-time at the shop. Turns out that’s what she likes the best about what she does. Creative writing is one of Nathan’s lesser-known passions. In fact, he received his Master’s in Fine Arts (MFA) from Emerson College with aspirations of going into publishing. I asked him if there were any similarities between good writing and good retail. Nathan explained there’s a unique challenge in turning a thing, be it a piece of writing or a retail business, into something concise and poignant. He used poetry as an example. Short bursts of lines, when well-composed,

Photo: mywalkinglife.com/walk-across-america

IT TOOK ME 49 DAYS TO WALK TO PHOENIX FROM THE Pacific Ocean. Three total weeks of walking, plus an additional four weeks of injury recovery to care for a foot issue sustained in the California desert. I was thrilled to have finally accomplished the first major phase of my journey, even though it took forever. During the week leading up to my arrival to the Valley of the Sun, I had not spent a dime. Not on food, gear, and certainly not on accommodations. Every night I camped in the middle of nowhere. Pitched my tent in the sorts of places where you hear shooting stars. I’d grown used to coyote serenades, found solace in their eerie songs. I hadn’t kept up with worldly affairs and spent more time meditating than I did on social media. So, my entry into the metro area came with a bittersweet jolt. Suddenly I was faced with narrow roadside shou lder s, angry commuter traffic, and far-fewer honks of encouragement. Everyone was going somewhere and seemed to be running late. Phoenix’s pace of life was a far cry from the tranquility of the desert. Not yet acclimated to the shift in vibe, I needed a safe haven. A place where I’d find my people – like a run store. I did a search on my phone and found a long list of options. One shop was in Glendale, just a few miles ahead. Another, in Phoenix proper, near where I was planning a homestay two days later. I could visit both shops without having to deviate from my route. So off I went to tell someone, “I walked all the way from Santa Monica to see your store!”

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Walking Across America (continued) can have a life-changing effect on someone. Most impressive was Nathan and Rebecca’s positive outlook. They embrace the possibility of change and reinvention and know that tomorrow’s retail looks different than today’s. Listening to the way they frame the future of retail was truly a breath of fresh air.

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Photo: mywalkinglife.com/walk-across-america

ABOUT THE AUTHOR: Tom Griffen is a storyteller. He’s also a coach and trainer for specialty retailers. For the next six months he’ll be walking across America. His planned route started in Los Angeles, headed to Phoenix, and will continue onto El Paso, Austin, Shreveport, Little Rock, Nashville, Asheville, and eventually to the Atlantic seaboard. He plans to stop at run shops within range of his eastward movement. There he’ll stock up on needed items, but also include the visit in a Running Insight article that celebrates your paths crossing. Follow him at www.mywalkinglife.com, on Instagram @tomswalkacrossamerica, or listen to his podcast, My Walking Life, on iTunes (or wherever you podcast).

Runner’s Den: Phoenix, Arizona I stopped into Runner’s Den unannounced. And frankly, I was on the hunt for some new shoes more than trying to gather fodder for an article. But reality shifted expectation (as it does) and I ended up having a fantastic experience not only as a consumer, but also as a new friend of the shop. Runner’s Den has been around since 1978. It’s a legacy store in the industry. The layout offers an intriguing mix of modern and old-school décor – race numbers, pennants, and photos grace the walls – all of which is a necessary part of its history and aesthetic allure. The two staffers I met when I visited, Courtney Scott and Craig A. Davidson, also represented the entire spectrum of vintage and modern. Courtney is a millennial. She moved to Phoenix from Alabama after her dad raved about it during a business trip. She bravely uprooted the comforts of home and landed in Phoenix, sight unseen, quickly snagging a big-box retail position. Having previously worked at Fleet Feet Huntsville, Courtney had a clear view of what specialty retail looks like. Her job, however, was a far cry from it. So she quit and found a place at Runner’s Den. Her authentic personality and genuine attention to my needs (as a shoe customer) proved she’s right where she ought to be. Courtney had just completed her first half marathon

and was still basking in the glow of the race. Her mom had flown out to do it with her and she lit up when she talked about it. I asked Courtney what makes this place important to her. She saidconnection. And not just with runners, but with anyone who comes through the doors. Craig is a legacy in his own right. He’s been working at the shop since 1983. He’s a “streaker” — November will mark his 40th year of consecutive daily running. When I chatted with him, he had nearly 250 marathons under his belt. Odds are it’s more than that now, given his prolific covering of the distance. He’s also an ultra guy, but not the sort who runs on trails. Craig only runs road ultras claiming that he trips on everything – and on trails it’s impossible for him to stay upright. Over the nearly four decades of daily running, he’s found $10,000 in change, including a $5 gold piece. He said it alone is worth $1800. Who said you can’t make money running? While Courtney was fitting me, I listened to Craig banter with his customer (an elderly woman). She giggled as she gave Craig a hard time, saying he was the only person in town with patience for a tough customer, like her. Craig played along. Craig is a natural storyteller. But unlike a lot of good talkers out there, he’s also a great listener. And in this business, that’s the magical combination. Before I left with my new shoes, the three of us exchanged social media contact info. Now we’re connected on Facebook and Instagram. I’d guess that mine was a typical experience at Runner’s Den. One where if it’s your first time there, or even if you are an out-of-towner (like me), you leave knowing you’ve got a couple new friends. And that’s pretty special. n

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RUNNING INSIGHT

Running Shorts Lily Trotters Adds to Athlete Team

Maria Dalzot, Lily Trotters Elite Ambassador

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Compression brand Lily Trotters is building on the Summer 2017 launch of its ambassador program. The inaugural team of sixteen launched in July and has grown to over 50 female athletes in less than one year’s time. The brand’s ambassador program provides partnership and sponsorship opportunities to athletes while encouraging members to train together, inspire one another and celebrate accomplishments as a community. New additions to the team in 2018 include four elite athletes—Krissy Moehl, Jackie Merritt, Maria Dalzot and Rachel Bell Kelley. All four athletes have big goals this year and are respected female voices within the running community.

RUNNING INSIGHT

Running Shorts (continued) Sneakers4Funds Enhances its Team & Strategy

CLICK TO VIEW VIDEO

Sneakers4Funds, an independent division of Funds2Orgs, the nation’s largest shoe drive fundraising company, announced that Rob Sahlin has joined Sneakers4Funds to lead and direct the venture. “Rob has an extensive background in sales and marketing, most recently with the SimpleK12 corporation. His energy and leadership will further enhance the Sneakers4Funds brand to continue catapulting us forward,” said Wayne Elsey, Founder, CEO & Head Coach. Sneakers4Funds recently beta-tested and now has rolled out a “prepaid shipping bag” strategy for road races, running stores, and running clubs where supporters directly send gently worn, used and new athletic shoes to Sneakers4Funds, and a check is issued to a designated charity. For instance, a running group orders prepaid shipping bags at no charge, distributes them to members, and designates a charity to receive the funds. The members fill the bags with 20 pairs of gently worn, used and new running shoes and drop off the bags at UPS, or schedule a pick-up. “We have tested this strategy and are now rolling it out nationwide to the running community,” said Elsey. “Our strategic alliance with UPS gives the groups an effortless way to ship the bags, as they are prepaid and labeled. All that needs to happen is a dropoff or pick-up by UPS,” added Elsey. Sneakers4Funds has also rebranded and launched a new website. For more information on Sneakers4Funds, view the video on this page or visit Sneakers4Funds.com. Adidas Sees More Growth in Running

According to its latest annual report, Adidas is committed to doubling its running sales between FY15 and FY20, calling the category the brand’s “biggest growth opportunity across all genders and price points. All running revenues, driven by footwear, increased 23 percent in FY17, and Adidas Running intends to spur further growth over the next three fiscal years 20

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THE PERFECT RUNNING SHOE. AND OTHER MYTHS. The Sensation 3

Truth is, there is no perfect running shoe. It’s pure fantasy. Because there are no perfect runners. There, we said it. Every runner runs differently — which is why our shoes use a foam that’s “alive,” able to last longer and adapt over time to the way you run individually. So does this make a great shoe? More and more people think so. But even we know perfection isn’t a shoe, it’s a chase. One that goes beyond your expectations.

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RUNNING INSIGHT

Running Shorts (continued) by refining and evolving its franchise strategy for male and female athletes, increasing investments in running communities and grassroot endeavors like the Runbase operations in Boston and Berlin and focus on “driving the future of digital in sport in cooperation with Runtastic. Beyond performance running, Adidas intends to zero in on increasing market share in its Core business that targets more price-conscious consumers. In other news, Adidas, Boston Athletic Association (B.A.A.) and The Woolmark Company announce a partnership to create and gift the first “Best in Class” tee, which will be reserved only for the top 20 2018 Boston Marathon finishers per 13 age groups. The tee is made up of 75 percent Merino wool and 25 percent polyamide (nylon). The exclusive tees cannot be purchased and will be gifted the day after the Boston Marathon on April 17. n

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November 27- 30, 2018 • Austin Convention Center & Hilton Austin

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Conference Trade Show Best Store Awards Indie 5K® Struktur Lab @ The Running Event • Opening Night Reception • Sports Bra-Fitting Salon • Retail / Vendor Speed Meeting Lunch

2017 HIGHLIGHTS

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Exhibitor Contracts Now Available Contact: Troy Leonard/Show Director: tleonard@formula4media.com or 352-624-1561 or your account representative.

Spring into Summer New pastel colors now available

RUNNING INSIGHT

50 Best Running Stores in America Selection Process Enters Final Stages

M The mystery shopping, which includes revised criteria from previous years, will take place from mid-March to Mid-April.

For a look at the revised criteria.

CLICK HERE

ore than 100 stores are undergoing final evaluations to determine the winners of The 50 Best Running Stores in America Awards for 2018. These stores were selected from more than 6,000 nominations representing a total of 255 stores. The awards will be presented as part of a three-day program June 21-23, 2018 at the Minneapolis Hilton, which will include business sessions, meetings with 26 brands and an awards dinner at The Mill City Museum on Friday, June 22, 2018. All stores that make The 50 Best Running Stores in America list will be invited and offered complimentary admission for two executives and a hotel room for two nights for the Awards program in Minneapolis. To complete the final two stages of the evaluation, stores must complete a survey that was sent to them earlier this week and undergo a Mystery Shopping evaluation by Franklin Retail Solutions. The mystery shopping, which includes revised criteria from previous years, will take place from mid-March to Mid-April. For a look at the revised criteria, click here: www.50bestrunningstores. com/criteria.html. Winning stores will be notified by May 1, 2018. “The enthusiasm from consumers and the industry has

Headsweats Celebrates 20th Anniversary with Hat Design Contest

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erformance headwear brand Headsweats is inviting consumers to join them in celebrating a major milestone by entering original artwork for the chance to be featured on a limited-edition 20th anniversary performance trucker hat. Artists are asked to submit designs that honor the Headsweats brand and their customers’ active outdoor lifestyle. Design contest submissions will be accepted now through April 8. The top three designs will be shared for a public vote and the winner will be announced May 1. The final product will debut at Outdoor Retailer this summer and be sold exclusively on the

been remarkable,” said Mark Sullivan, editor of Running Insight, the lead sponsor of The 50 Best Running Stores in America Awards. “The final list will be outstanding.” The three-day event in Minneapolis will be held at The Minneapolis Hilton, immediately after the conclusion of Fleet Feet Inc.’s summer conference. The move was made to make it easy for sponsors to participate, Sullivan said, noting that only two of the 26 spots remain. Sponsors will be able to attend the awards dinner and all business sessions and will operate out of suites at the Minneapolis Hilton. Winning retailers will be organized into groups and have pre-arranged appointments scheduled with the 26 sponsors. Sponsors signed up thus far include: 2XU, A4, Aetrex, Altra, Aftershokz, Balega, Brilliant Reflective, CEP, Coros Wearables, Darn Tough, Diadora, Drymax, Fuelbelt, Hoka One One, Kari Traa, MediDyne, OS1st, Pro-Tec Athletics, Reebok, Salomon, Skechers, Sorbothane, Spenco, Trigger Point and Under Armour. At publication, two sponsorship spots remain open. n Any company interested in sponsoring The 50 Best Running Stores in America should contact Jeff Nott at jnott@formula4media. com or Mark Sullivan at msullivan@formula4media.com

Headsweats website. The winning artist will receive a $100 Headsweats Gift Certificate and his/her choice of a nonprofit partner to benefit from a portion of the proceeds. “We wanted to celebrate our 20th anniversary in a way that would encourage participation from the very community that has made it possible for us to be here today,” says Headsweats President Mike McQueeney. “We are so excited to see what folks produce.” Headsweats was founded in the winter of 1998 by shoe industry veteran and avid cyclist, Alan Romick. Frustrated by the perils of forehead sweat dripping down from his helmet, he set out

to develop performance headwear that would wick moisture and dry quickly. Starting with a single product available in just four colors, the “Cotton Classic” quietly became the elite athlete’s secret weapon, expanding to over 17 different products available in over 140 different colors and styles. Today the Headsweats product line includes washable, lightweight, supremely wicking hats that dominate the endurance running, cycling, triathlon, rowing, and adventure racing markets. n

For more information on the Headsweats Design Contest, including official rules and regulations, visit blog.headsweats.com.

Recognizing stores for their achievements in community support, customer service and in-store experience. Awards Celebration: June 22, 2018 Mill City Museum Minneapolis, MN

June 21-23, 2018 Hilton Minneapolis 50bestrunningstores.com