IT’S NOT THE BRICKS IT’S THE MORTAR
Big Peach Running owner Mike Cosentino shares his thoughts on retail today and the reasons he wrote his new book.
As a former national-class endurance athlete, Mike Cosentino is well-known in the run specialty business as owner of Big Peach Running Co. and Big Peach Ride + Run, two concepts that are among the industry’s most awarded and most successful privately held retailers. He has consulted with hundreds of business leaders in various channels and has been a keynote speaker for numerous organizations, including Cox Enterprises, Nike, Sports Distributors of Canada, Centers for Disease Control and Prevention and the National Sporting Goods Association.
His soon-to-be published book, tantalizingly titled “It’s Not the Bricks, It’s the Mortar,” points out that brick-and-mortar retail faces unprecedented challenges and many people might suggest this is when growth-minded leaders have no choice but to personally tighten their operational grip to take complete control of their endeavors.
But Cosentino believes otherwise and stresses now is the time to strive for Uninvolved Optimization – the ultimate destination for total team empowerment –and his book arms leaders with relatable examples and critical formulas to create and maintain processes that raise organizational potential to its peak.
Running Insight recently caught up with
Cosentino to find out why he wrote the book — and why now.
Why write this book?
Cosentino: It’s often said that non-fiction authors write the book they themselves need most — and that’s true for me. Over the years, I’ve observed and participated in
countless practices that have benefited the retail industry and my own business. At the same time, I discovered that these insights weren’t being documented or shared widely. So I started doing so. Even more recently, some of the best-published content is coming from those who are academics and consultants. That vantage point is really good, but it is not the same. If I want to play the guitar, I want to have some conversations with guitarists — not just those who know music.
And why now?
As for the timing, I had a personal event involving my son and a deadly accident a few years ago. Some of your readers may even remember it, as the support from this community was overwhelming and was the best reflection anyone could imagine of how this channel cheers, fights and prays for its own. In the aftermath – and fueled with inspiration from my son – I decided I could not let my aging collection of notes and the unfinished manuscript sit idle any longer.
What is the message of the book?
It is simple: Retail is a team sport — and a group project. Whether you’re a store manager at a single location or the CEO of a global sporting goods brand with wholesale accounts, your success – and your sense
Cover Photo: Kai Brickey
It’s Not the Bricks (continued)
of peace – will depend on your capabilities to “spread the weight evenly.”
Is that from personal experience?
Of course, I learned this the hard way. For years, I carried too much myself. But over time, I discovered that the most effective – and fulfilled – leaders are those who build systems, people and cultures that can thrive without their constant involvement. I call this principle Uninvolved Optimization. It is defined as the condition in which a project, department or enterprise operates effectively without direct instruction from a senior leader or key predecessor.
And to be clear, this concept isn’t about stepping away — it’s about stepping back just enough to allow others to step forward. It’s about creating environments where ownership, initiative and clarity replace bottlenecks, burnout and micromanagement. The book explores both the soft skills (like trust, communication and unity) and the hard skills (like procurement, planning and guest services) that service-industry leaders need to build sustainable success — for their teams and for themselves.
The book has an interesting title. Can you explain it?
“Brick-and-mortar” is an oftused term for this industry. And though I briefly cover the origin story for this now popular jargon, the title is really an analogy for the industry itself. The bricks are the most visible elements of a retail business. In this channel, those bricks might be the newest footwear releases or midsole technologies, the equipment used to fit customers, the location
chosen to house the operation or any other hyper-visible consideration. But, ultimately, it’s not those items that determine the success of the business.
As we all know, there are plenty of retail cadavers that held the best leases, had the best products on their shelves and spent the most money on supposedly unmissable advertising. Instead, it is the lesser-considered ingredients that make the difference and determine our success. These are items like team unity, inventory proficiency, sales associate personality characteristics and
net profit assurances. It is the “meaningful mortar” of a retail business that is detailed in the book itself.
Who is the target reader?
Highly desirable, experiential retail is still the absolute best activity to reliably connect a local transaction to the global economy. With that in mind, this book is for those who wish to improve experiential retail in a solid, scaleable manner. To go further, it is also for the motivated leader who understands that growth is nourished most by a capable,
empowered team. To be even more specific for this channel, it is for those who choose to pursue their fullest potential alongside others doing the same as new hires, colleagues, vendor partners and industry mentors.
What do you hope our readers take away from reading this book?
In my opinion, there are too many retailers and vendors in sporting goods retail – and I say “sporting goods” intentionally to include, but not be exclusive to, run specialty – because they love
Mike Cosentino and his team at Big Peach Running are ready to sell some books and more running shoes.
Photo: Kai Brickey
Before the official launch for “It’s Not the Bricks, It’s the Mortar” later this year, there are two exclusive ways for run specialty colleagues and readers of Running Insight to get an advance copy (copies are limited):
• https://itsthemortar.com/product/advance-copy/
• Or as a way to reflect this industry’s enthusiasm for shopping local, get a signed copy by purchasing online at Cosentino’s favorite independent bookstore in Atlanta – A Cappella Books – by CLICKING HERE
running, exercise, the outdoors or some other fitness-minded activity. Of course, this is a fantastic reason to start a role or career in this industry. But it’s not nearly enough to be successful and find the workload satisfying for a longer term.
For leaders in this channel, it is the disciplines of retail that are most important: guest services, retail arithmetic, procurement, organizational dynamics, hospitality ... and so many more crucial practices that
must, ultimately, come alongside our love of the activities we promote.
So your message is …?
I want my fellow run specialty retailers to take away an increased appreciation and competence in these businesscrucial areas. They matter — a lot. In addition, I want readers to personally grasp how important it is to approach professional opportunities with an obsessive intentionality, with empowerment
and toward sharing their authority as leaders.
Writers like to say that they hate writing, but love having written. Do you feel the same way after finishing this book?
Absolutely! Best of all, I’ve come to have an appreciation for what a regular writing practice does for my own clarity of thought. And this book has made me a better writer now, whether with emails, notes of appreciation
Excerpts from the Preface of ‘It’s Not the Bricks, It’s the Mortar’
IF I’M HONEST, EVEN I would ask myself this question: Has not enough been written about brick-and-mortar retail and the imperatives necessary for such bold and benevolent enterprises to thrive? To me, it seems the volume of content is already overwhelming. From bestselling books to barely-read blogs, this is a theme drowning in commentary. Equally intimidating, there are regular cold splashes of reality that reinforce concern. In 2021, the retail industry soberly endured the permanent closure of ten thousand doors while overall consumer spending grew at a booming eight percent. More recently, UBS (a top-20 bank in global assets) shared its belief that it will be lights-out for another forty to fifty thousand stores in the United States by
2026. Whether confirmed or prospective, these types of casualty rates leave a scar on both Main Street and Wall Street — but the dismal headlines no longer seem to surprise either consumers or investors.
Yes, I’m certain I could find a less crowded topic with more momentum to study and editorialize on . . .
Nonetheless, I’m bothered. More specifically, it bothers me that everything I’ve recently and regularly heard or read in this critical service sector is perspective and guidance from people who likely mean well, but — they’re not actually doing it. They are not doing retail. They are not tangibly tied to the daily operations of the more than four million brick-and-mortar retail establishments in the United States. They are not
fully immersed in on-site or online selling. They are not directly dependent upon their own provision of hospitality. Or customer service. Or procurement. Or anything that is observably linked to the business of providing these real services that really matter.
Simply put, they are not in the arena.
“It is not the critic who counts; not the man who points out how the strong man stumbles or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs and comes up short again and again, because there is no effort without error or shortcoming; but who does actually strive
or Word docs. Along with AI tools, I might just come to understand the meaning of “brevity!”
Finally, any more books in Mike Cosentino’s mind?
Of course. I have a framework for another leadership book under the heading of (no surprise!), The Peach Principles. At the same time, my first book was published in 2003. This comes 22 years later — so there is little danger of me rushing the process. n
to do the deeds; who knows the great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat.” — Theodore Roosevelt, from speech at the Sorbonne, Paris, April 23, 1910
The irresistible resolve in this presidential quote presents an opposing side to my dilemma. Its spirit inherently defies popular speculation and can be invoked to dismiss the notion that content promoting retail-related prosperity is either dated or saturated. Even better, it is on this side where we find
It’s Not the Bricks (continued)
those who already represent an industry that perpetually proves it is greatly resilient and generationally relevant. Standing together, it is all of us who consciously choose pursuits that result in honest commerce, beautifully illustrated through our personally connected service propositions. Every day. We are living it. Breathing it. Betting on it. And betting so much on ourselves.
And, man, so many of us are doing it, oh, so well! We know the retail industry can be a dazzling storefront window into the societal importance we assign to service and serving others. It is legacy work that deserves to be preserved, sustained, continued, and consistently improved.
Despite the naysayers and the negative prospects frequently associated with retail as a discipline or an industry, I’ve resolved my hesitation as to whether more should be published about this profession . . . I guess you could say I care too much to share too little.
But! Hear this, too: The consequences of our decisions and actions are our constant companions. And there are times when we want or even need to step away from our occupational role. In Chapter 1, I share how these lessons unfolded for me. Through the most uncertain season of my life, I learned it is only when we reduce or even unfasten our involvement that our example, our delegation, our training curriculum, and our operational processes are materially
tested. The success of our enterprise – and the sum of our previous efforts –becomes fully dependent upon how well we have intentionally prepared others for what we may have initially felt only we could do.
It is this hard-realized awareness that guides this manuscript. As researcher and university professor Brené Brown assertively suggests, “Regret is a fair, but tough, teacher.” I too have found this to be true. In fact, it was this otherwise icky condition that influenced me to greatly adjust my approach to leadership in my retail business. I will refer to this specific adjustment on the pages that follow as “Uninvolved Optimization.” Like much that is difficult at the onset, it has led to an upgraded version of myself and an improved future for others.
Just as importantly, this approach has a prerequisite: “Involved Maximization.” Both concepts underlie a syllabus that goes far beyond basic business survival tactics. Let’s formally define them, remembering that the process of Involved Maximization precedes that of Uninvolved Optimization as a critical frontload:
• Involved Maximization (Task-Oriented): The conscious decision and concerted effort of a leader to approach a project, department or enterprise in a manner that combines the pursuit of results with an intent to transition future iterations of the effort to others.
• Uninvolved Optimization (Target-Focused): The condition in which a project, department or enterprise is operating effectively
without direct involvement or instruction from a senior leader and/or key predecessor in the effort.
To be direct, this should be the pervasive approach for motivated leaders with meaningful targets. Whether pursuing new-and-improved products, ambitious goals, undeveloped possibilities or enduring contributions, the ever-shifting demands of change and growth mandate leaders to be on the move without stagnation, lethargy or collapse in their wake. The earned latitude with Uninvolved Optimization is not a systematic hack or shortcut to less work or responsibility. If anything, it is the opposite, as the pursuit of potential is perpetual — and consequential. For top performers, seasons of personal-time poverty are necessary with Involved Maximization to ensure a target-rich future through Uninvolved Optimization. The continuous transition from IM to UO requires the best retail leaders to achieve mastery of both. They consciously remain devoted to Uninvolved Optimization while strategically – and visibly – engaging in Involved Maximization.
So let us delay no longer. The bricks have arrived — and the mortar is being mixed. We will start with a foundation that ensures peak performance in the most critical aspects of our craft and close only when we have a level of confidence that matches the potential impact of our passionate endeavors. n
Plated Preferences
Answering
the question of why are more men than women buying plated shoes. / By Amanda
Loudin
Do male runners consider themselves more serious about speed than their women counterparts?
If you look at the statistics on who’s buying the latest high-performance shoes, the answer is an emphatic yes.
Figuring out why that is could be a key to more targeted inventory and sales at run specialty retailers.
The data comes from the recently released Fleet Feet Running Report, which took a deep dive into who is buying what type of shoe. Analyzing data from a commissioned YouGov survey, the report’s participants were 61 percent women, 39 percent men. But a deeper dive into who purchases highperformance models – the plated shoes and higher end training shoes – reveals a flipped scenario: men buy these models in a 60/40 split with women, according to the survey’s answers.
The results only lead to more questions. Why do men self-identify as more serious runners than women? Is it marketing? Product design? Women still playing a game of catch-up to their male counterparts stemming from decades of exclusion in the sport?
Caroline Bermel, product marketing specialist at Fleet Feet, sees it as a mixture of factors. “Women prioritize fit, feel, injury prevention and versatility over the technology,” she explains. “But the narrative is evolving.”
If that’s the case, then retailers have an untapped market at their disposal.
Closing the Gender Gap
For some perspective on the male skew toward high-performance shoes, there’s some value in a look back at their history. “When plated shoes first came out, they were available only in unisex sizing, which means men’s sizing,” explains Bermel. “That provided an extra barrier for women
of having to figure out what size they are in men’s shoes.”
That kind of gender gap has long-standing implications not only in buying habits, but in how women look at themselves and, ultimately, how they perform. Not all highperformance shoes have added women’s sizing, even today. That could be a mistake.
In 2025, with women starting to close race participation gaps in several distances, it behooves retailers to consider how they sell plated shoes. Strava’s Year in Sport
report shows that in 2024 there was nearly equal participation between genders at the half marathon distance, for example. When it comes to snagging crowns for fastest segments, Strava’s data revealed that women came out on top 20 percent more often than men. “Things are shifting and more women are seeking out this space,” says Bermel.
Pete Mulligan, owner of Falls Road Running Store in Baltimore, MD, says that when plated shoes first arrived on the
Why do more men than women gravitate to high performance choices? Fleet Feet’s recent Running Report attempts to answer that question and to incorporate the findings into its in-store merchandising.
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performing shoes, however.
“Women are smart shoppers and don’t want to pay top dollar, so they wait for the sales or the lower priced models,” Mulligan explains. As a result, Mulligan keeps a range of high-performance shoes in stock.
Bermel says that Fleet Feet has adopted a policy of asking every runner what their goal is when they enter the store. “That can help direct women runners toward the higher performance shoes, if speed is what they’re after,” she says. “Brands are aware that women make up a substantial part of their customer base, so they’re incentivized to get women into these shoes.”
Charlotte Walsh owns Charles River Running in Boston and her customer base is largely made up of recreational runners. There she has largely stopped carrying plated shoes. But she fields calls about those models, and generally finds those callers are male. In-store – and at her store’s weekly runs and events – the crowd is heavily male. Women runners, she finds, “are out there to be social, not necessarily to get fast.”
As women catch up to men in race participation, however, their buying habits will likely follow. The Strava report showed that regardless of gender, shoes like Nike Vaporfly dominate all others, and 44 percent of marathoners ran in carbon-plated technology in 2024.
scene, buyers in his store did skew male. “But as the updated models came along and the older models went on sale, women started trying them,” he says. “And once they got a taste for them, they started gobbling them up.”
Mulligan believes that in the post-pandemic era – and with social media fueling the fire –runners of all genders and paces are placing greater value in a high-performance shoe. “This is especially true of runners looking to qualify for Boston,” he says.
“But even back-of-packers are buying them now, because they want any advantage they can get.”
The Cost Difference
He does see a difference in how much women and men are willing to pay for the higher
With women catching men in New York City Marathon participation this year, retailers have a big market at their disposal going forward. “We follow what our customers ask for,” says Mulligan, “and right now, most aren’t afraid to spend $285 on a shoe.” n
Plated shoe sizing has only recently evolved to include women. Among the brands leading the way are Nike and Saucony.
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Puma Goes Wild
Since its performance running reboot in 2021, Puma hasn’t been shy about being bold and daring. From neon colorways and supercritical midsoles up and down its product lineup to the FAST-RB Nitro Elite and its 58mm stack height, Puma has captured eyeballs and attention, reigniting interest in a brand that had evaporated from run specialty stores and consumers’ collective consciousness.
Now, The Cat is accelerating its pace. In March, the 77-year-old German brand introduced its biggest – and most expensive – global campaign to date: “Go Wild.” The campaign, which will run throughout 2025 and into 2026, presents a new vision of sports aligned with expectations of younger
generations, leaning into Millennial and Gen Z consumers who view sport as a form of self-expression, a source of enjoyment and a vehicle to craft social connections.
“We believe that greatness begins with the courage to be yourself and this philosophy has always guided Puma, resonating more than ever with the younger generation,” Puma global VP–brand and marketing Richard Teyssier tells Running Insight.
Leading With Running
While Puma boasts an established global presence in various sports, including soccer, basketball and golf, it kicked off the “Go Wild” campaign on March 20 with a hero film centered on running. Under a catchy
tune with a “But then I got high” refrain, the 59-second film features individuals choosing to chase the runner’s high instead of sleeping in late, succumbing to a heel ache, putting an infant to sleep or texting an ex among other distractions.
“With this ‘Go Wild’ campaign, we are taking our first step to further connect with our audience, with the first chapter focusing on running with a truly unique and disruptive approach,” Teyssier says.
Notably, the film eschewed athletes and celebrities in favor of the everyday Joes and Janes who complete a run amid life’s daily rigors and demands. In looking to inspire individuals to “unleash their wild energy through sport,” Puma aims to make more meaningful connections with consumers
New global ‘Go Wild’ marketing campaign is the biggest in Puma’s 77-year history. / By Danny Smith
around the world.
“We started with the consumer insight that running will give you a rush like nothing else, which means that no matter how hard it is, you will never regret a run,” says Julie Legrand, senior director of global brand strategy and communications at Puma.
In pre-tests, Puma reported runners responded positively to the hero video — and the post-launch numbers confirm that potential. In its first month, the video was viewed more than 10.2 million times on YouTube alone. At the same time, Morning Consult found Puma’s favorability score among Gen Z climbing as well.
Heightened Investment
According to Legrand, “The ‘Go Wild’ campaign was developed with the largest consumer research in the brand’s history.” The edgy campaign also represents Puma’s most significant marketing investment to date, including a 40 percent increase in marketing spend compared to 2024. The campaign features a multi-channel global media strategy spanning multiple touchpoints — digital, out of home, public relations, social, television, retail and more.
While the campaign launched with running, it will begin incorporating Puma’s other athletic categories, such as basketball and soccer, while also leveraging key global sporting events.
Additional content will look to explain “Go Wild” to the global audience, using the stories of Puma ambassadors such as 1968 track and field Olympian Tommie Smith, Jamaican sprint star Usain Bolt and world record-holding pole vaulter Mondo Duplantis to demonstrate self-expression through sport.
“Puma has always been home to athletes who achieved greatness in sports by being their true selves and following their own path to success,” Puma CEO Arne Freundt says. n
Puma’s running reboot continues with the “Go Wild” global campaign, an ambitious effort to spotlight sport as a celebration of self-expression.
Puma Goes Wild (continued)
Rebel With A Cause
How Bryan Poerner’s punk rock roots are driving Diadora’s run specialty growth. / By
“But I don’t sit idly by I’m planning a big surprise I’m gonna fight for what I wanna be”
— “Waiting Room” by Fugazi
As a kid growing up in Lacey Township, NJ, in the late 1980s and early 1990s – an area and era he labels “vanilla” – Bryan Poerner fell in love with punk rock music. The genre’s DIY messaging and creative culture resonated with Poerner. Many punk bands screened their own tees, printed their own fliers for shows and designed their own album covers.
“Scratching every part of the creative itch,” Poerner tells Running Insight. “In punk, you could write your own story.”
Poerner was also drawn to punk’s rebellious edge, including lyrics openly questioning mainstream conventions. It broadened his perspective of the world – and the possibilities.
“I loved the questioning,” he says. “What was culturally accepted wasn’t necessarily correct.”
Today, Poerner’s longstanding embrace of punk rock’s ethos fuels his work with another long-time personal love: running. Blending creativity with a hard-charging attitude and a singular mission to make the best running products possible, Poerner stands a central figure in Diadora’s recent running renaissance.
Intermingling Passions
Poerner has spent much of the last four decades trying to mix his passions for running and music. During his high school years, he frequently hustled from cross country or track practice to band jam sessions or shows. He also launched his own independent label with a telling name:
Track Star Records.
While the two worlds intermingled seamlessly in Poerner’s teenage life, he rarely saw overlapping examples elsewhere. Running seemed to exist in one space. Music in another.
That is until he walked into Miles Ahead Sports in Manasquan, NJ. There, Poerner saw his two favorite worlds – music and running – co-existing in beautiful harmony. The tiny run shop led by running evangelist Bruce Robinson and his wife, Sharon, featured split shorts, posters of elite racers and lively discussions about track workouts over the melodic beats of reggae music.
“To me, it was every bit as rad as the coolest record store,” he says. “The feeling I got in this space as a kid was something
Danny Smith
I wanted to preserve.”
After a standout running career at Richard Stockton College of New Jersey, including setting the school’s steeplechase mark, Poerner became a Puma athlete. He also began working for The Cat as a regional specialty sales manager. In total, he spent 14 years at Puma, eventually becoming a national account manager handling major sporting goods chains in the Northeast.
Landing at Diadora
In 2017, Poerner joined Diadora as national sales manager for U.S. Sport and found a brand vibe reminiscent of his punk rock days. Diadora, an Italian brand that had largely disappeared from the performance running stage despite strong ties to the sport, was eager for a running resurrection and – much like the punk rock bands Poerner admired – actively, intentionally questioning its purpose.
“What they wanted to do aligned with my interests,” Poerner says.
He began working with Diadora’s sport director on a fresh product line. The process was steady and meticulous, rooted in an unapologetic combination of investigation and ingenuity. Building prototypes in-house, testing, analyzing results and then repeating the process over and over and over again. The spirit reminded Poerner of his punk rock days – imaginative, individualistic, inquisitive.
“If you want to build shoes like everyone else, that’s easy,” Poerner says. “If you want to build shoes to help a kid win the state title, that’s a different pursuit.”
Poerner brought Diadora a deeper understanding of the nation’s run specialty marketplace, helping the
Since joining Diadora in 2017, Bryan Poerner has helped steer the brand’s renaissance in the U.S. run specialty marketplace.
brand select specialty partners and put discipline behind distribution. Still today, the brand only sells in-line products to running stores and does not discount on its own e-commerce site.
“If you want to build a real running brand, you need the buy-in of the running community and you need to respect that partnership,” Poerner says. “I’m happy to be that brand modeling out how to act with run specialty partners.”
Within three years, Poerner’s guidance pushed Diadora footwear into more than 200 run specialty stores across the U.S., a rather remarkable feat given the channel’s uber-competitive landscape.
A Running Resurgence
Since 2022, Poerner has served as Diadora USA
president and CEO, continuing to elevate the brand’s presence in the nation’s running consciousness. Exciting models like the Gara Carbon and the Italiancrafted Atomo Star have helped accelerate the 77-yearold brand’s profile and propel its marketplace ascent. Today, Poerner reports soaring sellthrough data in more than 400 run specialty doors across the country.
“Retailers and runners are becoming
more comfortable with us and we’re growing every year,” he says.
Diadora’s climb comes at a time in which many running retailers are actively seeking niche brands to ensure their stores’ “specialty” positioning. Yet, Poerner takes nothing for granted. He recognizes “the shoe has to be king” and likens run specialty to luxury goods and highend cars.
Product doesn’t have to be $400, he allows, but it must be special.
“And we want to be that brand,” he says.
Fundamentally, he continues, Diadora looks at the market differently than most of its peers. From daily trainers to marathon racing shoes to spikes for cross country and track, Diadora’s mission is to create the best possible product, not to indulge the masses. It’s to be with the right partners, not in the most doors.
The mission resonates deeply with Poerner. When he put out records on the Track Star label decades ago, he wanted every record to be the best expression of the art form. Today, he says, Diadora clutches the same values.
“It’s not about selling the most,” he says. “It’s about making the best.” n
While Diadora embraces its Italian heritage and footwear craftsmanship, Bryan Poerner (below) adds in something else inspired by his punk rock days: ambitious questioning in a quest to create the best possible products.
Bridging the Digital Gap
Six tips on how retailers can successfully sell running shoes online. / By
Eric S. Youngstrom
You don’t have to tell running retailers that buying running shoes is a tactile experience. Customers want to try them on, feel the fit and get expert advice before making a purchase. But in today’s retail landscape, a strong online presence is no longer optional, it’s essential.
The challenge for shoe retailers is clear: How do you replicate the in-store experience online while integrating digital sales with brick-and-mortar operations?
It might sound like a daunting effort, but with the right strategies your online store can drive sales without sacrificing the customer experience that makes in-store shopping special. Here’s how:
1. Make Online Fit as Easy as In-Store
One of the biggest obstacles to selling running shoes online is fit. A customer walking into your store can try on multiple pairs, but that’s impossible online. The solution? Reduce uncertainty with smart sizing tools and clear guidance.
Ways to help customers find the perfect fit online:
• Use a digital sizing guide that compares brands and models to known standards. Some brands offer interactive tools where shoppers enter the size they wear in one brand and get recommendations for others.
• Offer detailed fit descriptions in product listings. Instead of just listing “true to size,” specify: “Runs half a size small, consider sizing up for a roomier fit.”
• Highlight customer reviews that mention fit and comfort, helping buyers make informed decisions.
Brands such as Nike and New Balance
use AI-powered fit finders, but even independent retailers can integrate third-party sizing tools to enhance the shopping experience.
2. Seamlessly Integrate Online and In-Store Inventory
Your online and in-store operations shouldn’t compete, they should complement each other. A key to success is ensuring customers can easily transition between both.
Ways to integrate digital and physical inventory:
• Offer Buy Online, Pick Up In-Store (BOPIS) so customers can secure their size before visiting.
• Enable real-time inventory updates, so shoppers see whether their size is available at a nearby location.
• Consider virtual appointments where customers can chat with a sales associate online for personalized advice before purchasing.
Retailers like Fleet Feet excel at blending digital and in-store experiences, offering appointment booking and expert fittings while keeping inventory visible across channels.
3. Make Returns Hassle-Free
Returns are inevitable with online shoe sales. But instead of seeing them as a problem, use them as an opportunity to build trust and encourage future purchases.
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Bridging the Digital Gap (continued)
Best practices for easy returns:
• Offer free or low-cost return shipping. Customers are more likely to buy if they know they can return hassle-free.
• Implement a generous return window, especially for first-time buyers who might be hesitant.
• Allow in-store returns for online purchases, making exchanges easier while driving foot traffic to your store.
A smooth return process builds confidence in online shopping, leading to repeat customers.
4.
Optimize Product Pages to Replicate In-Store Advice
Customers rely on store associates for recommendations.
Your product pages should serve the same purpose by providing detailed information tailored to different types of runners and walkers.
How to make product pages more helpful:
• Include clear breakdowns of shoe type, such as neutral versus stability running shoes, and who they’re best for.
• Feature high-quality images and videos that show the shoe from multiple angles and in motion.
• Add a “Best For” section, for example, “Best for marathon training,” “Best for trail running,” or “Best for all-day comfort.”
Retailers like Running Warehouse provide expert-level
detail online, helping customers feel confident in their choices.
5. Use Digital Marketing to Drive Online and In-Store Sales
A strong online presence does more than just sell running shoes — it keeps your brand top-of-mind for customers, whether they shop online or in-store.
Smart digital marketing strategies for shoe retailers:
• Re-target past visitors with ads featuring products they browsed but didn’t buy.
• Email customers postpurchase with reminders to replace their shoes after a certain mileage.
• Geo-target ads to promote in-store fittings or exclusive events for local customers.
Shops such as Fleet Feet successfully combine online marketing with in-store experiences, using digital ads to highlight expert fittings and community events.
6. Make Checkout Fast and Flexible
Customers expect a seamless checkout experience, especially on mobile devices. Any friction, like slow load times or limited payment options, can lead to abandoned carts.
How to streamline the checkout process:
• Offer one-click checkout for returning customers.
• Accept multiple payment methods, including Apple Pay, Google Pay and PayPal.
• Show estimated delivery dates upfront, so customers know when to expect their order.
In today’s retail landscape, a strong online presence is no longer optional, it’s essential. The challenge for shoe retailers is clear: How do you replicate the in-store experience online while integrating digital sales with brick-andmortar operations?
Retailers that prioritize fast, transparent checkout see higher conversion rates and fewer abandoned carts.
Some Final Thoughts
Running shoe retailers who successfully integrate online and in-store sales will capture more customers and drive long-term growth. By making fit easy, connecting inventory across channels and prioritizing customer experience, you can turn hesitant online shoppers into loyal, repeat buyers. n
About the Author
Eric S. Youngstrom is founder and CEO of Austin-based Onramp Funds, an innovative funding provider that supports the growth of e-commerce businesses. He leads a team steeped in e-commerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.
Photo: Sumup on Unsplash
TWO BRANDS ARE BETTER THAN ONE
Does your insole range meet ALL of your customers' needs?
PowerStep provides the support and pain relief customers rely on, while CURREX delivers unmatched comfort and dynamic fit for optimized performance.
By carrying both brands, you ensure that every customer finds their perfect insole.
THE 2025 RUNNING SHOE GUIDE
As 2025 nears its midpoint, RunningInsight surveyed run specialty’s major footwear vendors to gather insight into what the second half of the year will look like on shoe walls across America. We asked each brand – ranging from street to trail and from comfort to recovery – for a “focus shoe” that best defines their running lineup for late 2025 as well as A Look Ahead to tease what’s coming down the road in the early months of 2026. While run retailers surely have many of these footwear models ordered for Fall 2025, we suspect many featured in these next pages will stir some interest and warrant further investigation. Run on!
HOKA Focus Shoe: Arahi 8
The Shoe: The Arahi 8 – the latest iteration from the Arahi franchise – is designed for everyday runs, with an improved fit and a stable, cushioned ride that doesn’t compromise on comfort or performance. With a more comfortable underfoot feel and updated materials, the Arahi 8 features an enhanced H-frame technology system — a stabilizing technology that provides support for overpronators while allowing for softer foams. Combined with a sleek jacquard upper and low-profile tooling, it’s a surprisingly streamlined take on a traditionally bulky category. Launching July 1 in 10 colorways. MSRP: $150
TOPO
Focus Shoe: Phantom 4 WP
The Shoe: The Phantom 4 WP features eVent storm waterproof bootie construction that locks water out, while a ZipFoam midsole delivers a lightweight and responsive ride. MSRP: Approx. $160
DIADORA Focus Shoe: Atomo Star
The Shoe: The Atomo Star is a lightweight, responsive Super Trainer with superior cushioning. The shoe is not just Made in Italy, it is a fully-designed, prototyped, tested, obsessed over and produced in Diadora’s in-house Manovia laboratory. The Atomo Star drew inspiration from one of Diadora’s most successful models – the Mythos Star II – and its silhouette was adapted with a modern understanding of running shoe geometry and enhanced with advanced mechanical properties. Each component was chosen to enhance the running experience with a focus on appealing to low-drop enthusiasts that prefer a lighter shoe with maximum comfort and responsiveness, without compromising on cushioning. MSRP: $240
ALTRA Focus Shoe: Experience Flow 2
The Shoe: The Experience Flow 2 is the first Altra shoe with Altra Ego P35 midsole foam, designed for lightweight efficiency, performance and comfort. An updated heel fit and redesigned upper with engineered mesh improves breathability. With a low 4mm drop and rocker shape geometry, it helps experience an efficient toe-off and a smooth, quick roll through every stride. It also has a roomy toe box and secure midfoot, so runners have plenty of room to help toes move more freely.
Available June 1. MSRP: $140
Sneak Peek: There are a number of themes Altra will be targeting for the near future:
• Reinvigorating classic shoe models and styles.
• Going bigger than ever on the road.
• Premium foam innovation.
• Product storytelling and collaborations with athletes who have compelling tales to tell about experiences in Altra shoes.
Focus Shoe: Uplift
The Shoe: Premium performance takes Ryka’s powerful Made for Women technology to the next level in the Uplift LX women’s running sneakers. Proven in lab testing for performance running and walking with cushioning and acceleration resulting in a smooth ride plus soft cushioning with high energy return and ample shock absorption. ASF (Absorb/Support/ Flex) technology supports each phase of a runner’s stance and lightweight Q:Foam offers density calibrated to a woman’s body mass and gait, while full-length Re-Zorb responsive heel cushioning offers shock absorption.
MSRP: $129.99
LX
MIZUNO Focus Shoe: Neo Vista 2
The Shoe: Utilizing foot angle science and Smooth Speed Assist in the Neo Vista 2, the result is effortless transitions for all paces. Key features incude Smooth Speed Assist that pitches the foot four degrees inside of the platform, which decreases stress on the calf and is proven to keep the runner fast and efficient in the midfoot area of their gate. Mizuno Enerzy NXT Nitrogen infused TPU is bouncier and more durable than the Mizuno Enerzy NXT EVA that was used on Neo Vista. The fulllength glass fiber infused nylon plate and retooled outsole geometry provide a more stable platform than the original version. Launch Date: June 1. MSRP: $190
Sneak Peek: The launch of Mizuno Neo Zen and Mizuno Neo Vista 2 foreshadow a bigger story of material updates for Mizuno Running’s core models in 2025. Supercritical foams are the major update point for each new update launching this year. In the case of Mizuno Neo Vista 2 and Mizuno Neo Zen which sit in its Swift category (supertrainers), the company is using supercritical TPU that provides bounce and resilience. And as Mizuno launches Wave Rider 29 and Wave Sky 9 over the summer, it has created a new nitrogen-infused EVA compound that is lighter weight, more durable and a lot softer than compounds it has used in the past on similar daily training models. The Cruise (Wave Rider) and Float (Wave Sky) consumers are looking for consistency and a smooth ride every day, so tuning the Supercritical EVA in these shoes to be reliable mile after mile was extremely important to the company. “We are particularly excited about our 2025 lineup because it will provide unique experiences for every consumer coming through specialty doors,” according to the company. “Our shoes are genuinely fun to pull and the difference is felt from the first step in. In short, the material updates we will launch in 2025 will transform Mizuno Running as we know it and set the stage for even bigger things to come in 2026.”
ICEBUG Focus Shoe: Järv RB9X
The Shoe: Taking advantage of advancements in responsible construction, the Järv RB9X combines recycled and bio-based materials to achieve an overall composition that involves less than 50 percent virgin material. Much more than a material experiment, however, the Järv RB9X is a durable trail running shoe designed to cover long distances. Its last features a narrow heel for stability and ample toe space for comfort on extended outings, while the midsole offers a combination of cushion and stability to manage tricky terrain and the thin, lightweight woven engineered upper combines durability with smoothness. The aggressively lugged outsole features Icebug’s proprietary RB9X compound, which balances grip with abrasion resistance for performance even in slippery conditions. MSRP: $179.95
REEBOK
Focus Shoe: Floatzig 2
The Shoe: Built with soft Superfloat foam in the Zig geometry for pillowy cushioning while increasing Energy Return through the stride for smooth transition and seamless flow. MSRP: $130
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LA SPORTIVA Focus Shoe: Prodigio Max
The Shoe: The Prodigio Max is a highly cushioned trail shoe with an innovative mid-sole. Maximalist shoes have become a staple in trail and ultra running, providing comfort and protection over long distances. However, they often struggle to provide the control and responsiveness needed in technical terrain. The Prodigio Max bridges this gap, delivering protection, energy return and precision for steep climbs and tricky descents. At the core of the Prodigio Max is XFlow Endurance, a new nitrogen-infused eTPU midsole that offers plush cushioning without sacrificing responsiveness. The shoe’s higher sidewalls add stability on rough trails, while an aggressive rocker geometry ensures a smooth and efficient stride. The outsole comes equipped with 4mm lugs and combines the brand’s sticky FriXion White rubber in the forefoot with durable FriXion Blue rubber in the heel. MSRP: $165
ARC’TERYX Focus Shoe: Norvan Nivalis
The Shoe: The Norvan Nivalis, dropping FW25, is a mountain running shoe for training and adventures with an updated feature set for winter conditions, including Gore-Tex invisible fit and over-ankle gaiter. A seamless single pull lace system makes it easy to adjust the fit — even with cold hands. Custom lugs are patterned for mud and snow traction and designed to be compatible with winter running spikes. MSRP: $260
ON Focus Shoe: Cloudsurfer 2
The Shoe: The new generation and clear legacy of the On daily trainer, the Cloudsurfer 2 is reworked and upgraded thanks to a new lightweight engineered mesh and refined details. Cloudtec Phase is now paired with a new computer-optimized outsole to fully support the smoothest ride, increasing durability and offering a cushioned sensation. A more breathable upper material is paired with a refined tongue design and enhanced embroidered details. The evolved Cloudtec Phase offers a smooth heel-to-toe transition and rolling sensation without Speedboard and the computer-generated midsole now comes with an optimized outsole geometry engineered for a more durable ride. MSRP: $160
JOMA Focus Shoe: RS9000
The Shoe: Spanish athlete Chiki Pérez recently competed for the first time with Joma and chose to wear the latest advancement in technical footwear from the brand, the prototype of the RS9000, the ultra-light shoe with a carbon plate that is still in development and promises to make its way among the lightest footwear on the market. It will be a new model that completes Joma’s competition R line. It weighs only 130 grams thanks to features such as the minimalist upper made with very lightweight thread and the midsole incorporates the new Light Reactive technology, made with injected Pebax to reduce weight. Together with the carbon plate, they maximize reactivity and propulsion. On the outsole, the rubber has been replaced by CPU, a material equally resistant to abrasion but much lighter.
BROOKS Focus Shoe: Adrenaline GTS 25
The Shoe: Designed for runners (and walkers) who need support and want a smooth, reliable ride, the Adrenaline GTS 25 offers features holistic GuideRails as well as soft and dynamic DNA Loft v3 cushioning. The breathable engineered mesh upper and flat knit collar provide comfort and structure to help accommodate movement. MSRP: $145
TEVA Focus Shoe: Aventrail
The Shoe: Designed to tackle off-road explorations, the Aventrail blends the benefits of a breathable trail sandal and modern running shoe, offering a secure, laceless silhouette, specifically built to take on the trail. Its patent-pending W Strapping System ensures a secure, customizable adjustable fit, while the laceless design allows for effortless on/off and easy on-the-go adjustments. The Hyper-Comf midsole delivers plush cushioning and responsiveness, paired with a nylon plate for a propulsive ride. Finished with a durable Spider Rubber outsole for grippy traction. Teva Bureau of Adventure member, Mike Wardian, completed the Appalachian Trail in its entirety of 2197 miles in Aventrail Shoe prototypes, sharing that he “appreciated the weight, the way it drains and the grippy traction, while the cushioning provides exactly what’s needed for this type of adventure.”
MSRP: $160
NEW BALANCE Focus Shoe: FuelCell SuperComp Elite v5
The Shoe: The Elite v5 emphasizes light weight like never before, coming in at approximately 214g for a men’s 9.5. It contains a Fuel Cell midsole made with 100 percent PEBA foam, while a stiffer forefoot carbon fiber plate, combined with the PEBA FuelCell midsole, leads to an exceptionally propulsive feeling. A new lightweight outsole material is designed to feel grippier, providing traction on a variety of surfaces and the tongue and collar are engineered for a comfortable, natural-feeling transition from training shoe to race shoe.
MSRP: $250
TRACKSMITH Focus Shoe: Eliot Racer
The Shoe: The Eliot Racer, a highperformance carbon-plated shoe, utilizes a distinct ATPU drop-in midsole, placing the performance right underfoot and the increase in running economy comes from pairing the free-floating midsole with a molded carbon fiber plate.
MSRP: $280
INOV8 Focus Shoe: Trailfly Zero
The Shoe: Building on the success of its Trailfly G 270 V2, the Trailfly Zero is Inov8’s new zero-drop option for trail runners who want to maintain a more natural foot position. With no height difference between the heel and forefoot, it means the body relies less on the shoe and more on the natural biomechanics to carry through every stride. Underfoot is a 12mm thick portion of new Flyspeed Pro midsole foam and 6mm deep energy-popping Boomerang footbed, a supercritical, nitrogen-infused EVA foam that is its highest performing to date. The connection to the trail is further enhanced by a flexible outsole built with hard-wearing, tacky rubber and infused with the world’s strongest material — Graphene. The natural, foot-shaped design of the shoe – combined with the upper’s MetCradle overlays – work to lock in at the heel and midfoot for confidence-boosting hold. MSRP: $160
CRAFT Focus Shoe: Nordlite Tempo
The Shoe: The latest Nordlite series from Craft Sportswear, the Nordlite Tempo, is built on a new last with an improved reliable fit and fine-tuned for the advanced road runner. The HyperGrip outsole is designed in collaboration with Vittoria and the open woven single-layer upper, with embroidery and TPU reinforcements, is for durability and comfort. A Cr Foam Pro midsole includes 15 percent PEBA for responsive cushioning. MSRP: $159.99
XERO
Focus Shoe: Scrambler Low EV
The Shoe: The Scrambler Low EV is an ultralight trail running shoe designed with Michelin’s fiberlite technology, an embedded textile layer that creates a thin, lightweight, flexible trail shoe. The updated material performs better with a new tight-weave, abrasion-resistant mesh and more durable upper protection that keeps dirt out. MSRP: $149.99
SALOMON Focus Shoe: Aero Blaze 3 GRVL
The Shoe: The Aero Blaze 3 GRVL is a major update to the Aero Blaze road trainer franchise. This shoe features the same new eTPU-based midsole foam as the Aero Glide 3 with a lower stack that is tuned for an even more dynamic ride from road to gravel. MSRP: $140
Focus Shoe: Condor 3 Advanced
The Shoe: The Condor 3 Advanced has reduced its weight from 287g in the previous model to 276g due to the nonexpanded EVA-based dynamic-plate. It’s also increased comfort with a wider lacing cage with fewer eyelets to limit pressure points. The stack height is 29mm at the forefoot and 37mm at the heel. Designed for any type of run for all runners and, like its predecessors, the Condor 3 Advanced is made in Brazil from bio-based and recycled materials. It will be available in three new colors for Fall/Winter 2025: Gradient Black Calcaire, Gradient Pierre Pacific and Silver Cashew Almond. MSRP: $200
NORDA Focus Shoe: Norda 005
The Shoe: The Norda 005 trail running super shoe –designed for race days and beyond – combines cuttingedge materials and advanced construction to deliver performance and energy return for trail runners. With a total shoe weight of just 214 grams (8.5 Men’s), the Norda 005 features a bio-based Dyneema upper and first-of-its-kind Arnitel midsole for ultra-lightweight, strong and breathable performance, with excellent water drainage capabilities for high-intensity runs in all weather conditions. The Fit Lock System features a perforated micro-suede tongue that molds to the foot for comfort and heat management, along with a heel collar designed with pods for increased foot lockdown and debris prevention and the Arnitel midsole offers a more than 80 percent resiliency rate.
ASTRAL Focus Shoe: Nosobo
The Shoe: Billed as “the World’s First Rechargeable Hiking Shoe,” the Nosobo offers a balance of ground feel, cushioning and grip, built for long-distance adventures. The shoe features DirectConnect construction for durability and a Trail Grip 2 outsole for traction. The Nosobo and Techyak redefine durability and performance with Rechargeable Drop-In Midsoles, allowing hikers and runners to restore cushioning instead of replacing their shoes — offering a more sustainable, longer-lasting alternative to traditional trail footwear. MSRP: $159
VELOUS Focus Shoe: Vernonia Slip On
The Shoe: The Vernonia isn’t just a recovery shoe — it’s a performance-driven, eco-conscious essential for athletes who care about how they feel and how their gear is made. At its core is the company’s proprietary Tri-Motion technology, designed to support the natural motion of the foot post-activity. A soft yet stable heel zone absorbs impact, balanced arch support aids alignment and forefoot flexibility allows for gentle, active stretching. The breathable stretchknit upper, made from 89 percent recycled materials, hugs the foot like a sock, offering comfort without restriction, while underfoot the midsole features 51 percent sugarcane-based Bio-Foam, delivering responsive cushioning while reducing environmental impact. Available July 2025. MSRP: $129.95 Sneek Peek: As the brand evolves, Velous will continue to expand its ReThink creation philosophy — a commitment to using bio-based foams, recycled materials and responsible production practices that reduce environmental impact without compromising performance. This sustainable approach will extend across an expanded footwear collection, with new designs built to handle a broader range of weather conditions, along with updates to its sandal line.
One More Shoe
OLYMPIKUS Focus Shoe: Corre Supra 2
The Shoe: The new version of the Olympikus Corre Supra elevates performance for competitive runners. Weighing just 215g, the Supra 2 features Oxitec 4.0 upper technology, designed to deliver enhanced breathability, durability and lightweight structure. Inside, the shoe uses a polyester and elastane lining to ensure a balance between comfort, flexibility and durability, while the NT-X insole adds lightweight cushioning and responsiveness and the PEBA-based NT-X 2 PRO supercritical foam midsole offers resilient cushioning with minimal compression set. The outsole is equipped with Michelin anti-slip rubber and a Carbon-G plate is constructed with three layers of continuous carbon fibers: two bidirectional layers for torsional stability and one unidirectional layer aligned with the runner’s stride to optimize energy transfer during propulsion. MSRP: $225 Sneak Peek: Carbon plates will continue to dominate high-performance footwear, with an increasing focus on lightweight, highefficiency materials. As the technology matures, expect to see deeper research into biomechanics and physiological impacts, driving innovative refinements in plate design — whether in carbon or next-gen composites. “That said, the future of running goes beyond elite performance,” according to the company. “We’re seeing a clear demand for versatile shoes that blend performance and comfort, appealing to a broader, more diverse runner base. We believe this will be the defining trend ahead — delivering elite-level responsiveness in a more democratic, accessible way.” In 2026, Olympikus plans to double down on its differentiator — combining cutting-edge technology with true accessibility — to continue moving the Brazilian running scene forward. They will also continue investing in strategic collaborations, such as the Corre Strava edition, and expanding partnerships with niche brands and running collectives.