Running Insight 6.1.21

The Running Shoe Guide ... 16 pages of the best shoes for Fall 2021

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

JUNE 1, 2021

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W O N P O T S DON’T

A look at the strides run specialty retail has made halfway through a year of recovery and rebirth. skechers.com

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inside 6 Recovery and Rebirth in 2021

JUNE 1, 2021

30 Running As Catharsis

The Running Event executive director Christina Henderson looks at the run business halfway through 2021.

8 The Long Run

The running community can be stronger than anything that can divide us. / By Tonya Russell

34 Super Shoes 2.0

Many factors will impact run retailers in the second half of 2021. Be prepared. / By Parker Karnan

12 The Emerging Runner

Intriguing options emerge for run shops as super shoes evolve beyond race-oriented models. / By Daniel P. Smith

40 Up Against The Wall

Run retailers can capitalize on new runners as COVID restrictions begin to lift. / By Dirk Sorenson

Run retailers talk savvy ideas to create a better shoe wall.

46 A Run With ...

16 A Welcome Return to Races

Fábio Tambosi, Chief Marketing Officer, Saucony

Safety remains top of mind and prompts an array of novel approaches. / By Daniel P. Smith

50 A Run With ...

Keith Kelly, Sales Manager, New Balance

Cover Photo: Altra, page 55

22 It’s Complicated Racing is returning to a different world in in 2021, but there’s reason for optimism. / By Tim Murphy

26 Gap Year

52 Why Now? Why start a shoe brand in 2021? / By Scott Tucker

54 2021 RUNNING SHOE GUIDE

Acceleration of retail trends in a pandemic has given run specialty a chance to grow. / By Ryan Callahan

16 PAGES OF THE LATEST AND GREATEST SHOES FROM THE MAJOR VENDORS TO RUN SPECIALTY.

The Staff

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RUNNING INSIGHT EDITORIAL

RUNNING INSIGHT ADVERTISING

Editor Michael Jacobsen mjacobsen@divcom.com

Publisher Christina Henderson chenderson@divcom.com

Graphic Designer Deborah Page

Daemon Filson dfilson@divcom.com

Contributors Daniel P. Smith Brian Metzler Tom Griffen Judy Leand

Glenn Dulberg gdulberg@divcom.com

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Mark Sullivan msullivan@divcom.com

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2021 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email, with three print issues in June and December.

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. Diversified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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Recovery and Rebirth For The Business of Running I had a really good day at work the other day. It looked similar to most of my recent days, so I couldn’t differentiate it right away because I was in the same place I’ve been for the past year and a half – my cozy New York City apartment sitting at my desk, which is backed up against a brick wall strung with holiday lights that have become year-round lights.

But for the first time in a while, when my meetings ended in the early evening, I didn’t feel exhausted from the virtual world where we’ve been living. Rather, I felt invigorated and energized. I did inventory of the day to figure out what had given it this different feel. Whatever it was, I wanted to hold onto it.

Christina Henderson Executive Director The Running Event

I had spoken to a dozen people in the run specialty industry that day — a mix of retailers and brand representatives, which in and of itself isn’t too out of the ordinary. But the tone and energy felt different — renewed. Most of our conversations were about The Running Event and how to have a presence to best cultivate authentic connections and conversations at the event.

The Running Event is where the “You too?” connection doesn’t disappear from the screen. It can be followed up with a valuable conversation over a coffee or a cocktail. To finally be able to make concrete plans to create the space for these to occur was invigorating.

It’s been said over and over – and certainly can’t be said enough – that run specialty stores have relentlessly supported their communities and kept people connected, even when it’s felt impossible to do so in the midst of a pandemic. Now, in the middle of 2021 we are finally seeing light and hope and opportunity.

As we move forward into the second half of this year of “recovery and rebirth,” as we say on the cover of this special issue of Running Insight, we’ll experience highs and we’ll continue to encounter obstacles. I want to encourage all of our readers that as you continue supporting your local communities, be sure to also lean into the run specialty community. This fellowship – we could even call it a partnership – is what makes our business unique and, dare I say it, special.

It’s an exciting time for our run specialty industry with the welcoming of new runners, the return of races and the ability of local run communities to be able to once again gather for special events, group runs and the always-welcome post-run get-together. When we cultivate and strengthen this community, local communities and runners benefit.

The Running Event is November 30 – December 2, 2021, in Austin, TX. It will celebrate the recovery and rebirth of our special business. We’re excited to bring the industry together and encourage connections, do business and create good together. I can’t wait to see you there.

Christina Henderson Executive Director, The Running Event chenderson@divcom.com

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© 2021 Diversified Communications

The State of Run Specialty...

THE LONG RUN Many factors will impact run retailers in the second half of 2021. Be prepared. / By Parker Karnan

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© 2021 Diversified Communications

Photo: Salomon

W

ithout a doubt, the number o n e q u e st io n we’ve been fielding at Karnan Associates over the past 60 days is, “How long is this going to last?” And the questioners don’t necessarily just mean the pandemic. Let me explain.

Of course, every business is up compared to March-April 2020. Those were extremely dark, uncertain days in run specialty — indeed, for all retail. That was a forgone conclusion. But a surprising number of stores experienced their biggest March in history — and April didn’t slow down the way it often does after a big spike.

What appears to be happening is a series of waves crashing into specialty running stores in succession, resulting in sales growth that will continue at least through the third quarter and probably into next year.

• Wave 1 was another round of stimulus payments.

• Wave 2 is the vaccine rollout.

• Wave 3 is the anticipation of a summer vacation.

• Wave 4 is the promise of Fall events.

• And wave 5 is a bona fide back-to-school.

If you just read these opening sentences, and it sounds like you are living in a different economy, don’t fret. Most likely you are in a colder metro market.

A surprising number of stores experienced their biggest March in history — and April didn’t slow down the way it often does after a big spike.

The course of the sales growth trend began in rural markets and is moving to urban and began in warmer climates and is moving to colder. High levels of consumer savings are genuine, and, don’t fret, even if you haven’t felt it yet the spending will hit your market as soon as those factors take hold.

Readying for the Future Indeed, a recent New York Times article reported that household savings is $4.1 trillion today, compared to $1.2 trillion before the pandemic.

That’s a lot of pent-up supply of resources ready to meet equally pent-up demand.

So, what can get in the way of a record year at specialty?

There are several factors to keep an eye on. Some we can control. Some we can’t.

Redirected consumer spending on services.

Spending on goods rose 5.4 percent in the U.S. while spending on services only grew by 1.1 percent in the first quarter. The pent-up demand on services and entertainment may get the lion share of disposable income during the summer months.

Americans have had some opportunity to revenge spend on consumer goods since last June. They have not had the chance to do the same on travel, entertainment and 9

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services. When this spending is unleashed, there may be an inevitable slowdown on the sale of goods.

Travel and Leisure has generally favored the specialty running store. People wear what we sell when they travel. More importantly, race participation makes up a part of this untapped demand, which benefits specialty retailers directly. There is enough good news here to believe that our industry will continue to grow in the second and third quarters, but it is good to recognize that shortly we will not have the undivided attention of our customer’s disposable dollar.

Supply chain scarcity. Can you imagine trying to forecast this year’s Q3 and Q4 demand last August? Our vendors needed that crystal ball, but it was murky at best. Wildly optimistic forecasts would have seemed irresponsible and so the most bullish suppliers placed cautiously optimistic POs with their factories for Fall ’21 product.

Currently, stores are experiencing growth of 20 percent over pre-pandemic levels in those markets that have heated up. As the rest of the country follows suit, demand will outpace supply until the vendors can adjust. Scarcity will help margins and keep our industry from overheating, but it could also prevent us from reaching 2021 potential.

The appropriate action for product line managers is to stock up now if you have the capacity to do so. Of course, this advice is contrary to conventional inventory

management practices.

RIA members will remember a great discussion a few months back about the right inventory footwear turnover for our industry. The range varied from four-to-eight turns annually, but the consensus was that product velocity is important to maintain cash flow.

Today, a shoe in the hand is worth more than two or three on order. With the long runway of summer ahead of us, an extra month’s supply of top sellers that may not be available down the road is a good investment for your business.

Inflation. The financial world is divided today about whether inflation or deflation is a greater economic threat. I am not an economist, and when I pretend to be one I get in trouble. However, in the spirit of simplifying a complicated issue, there are two opposing thought groups.

People in the inflation group believe that money supply, household wealth, loose central banks and supply shocks will wash through the economy and push prices up. Those in the deflation group believe that money hoarding, household fear, loose labor markets and excess capacity will drive prices down.

The initial reading on our industry’s first quarter performance indicates that the inflation group might be winning the argument.

While shop owners can’t control inflation, they can set themselves up for it. For starters, convert short-term high interest rate debt into fixed rate long-term debt. The SBA recently increased loan limits

Currently, stores are experiencing growth of 20 percent over pre-pandemic levels in those markets that have heated up. As the rest of the country follows suit, demand will outpace supply until the vendors can adjust. for EIDL loans, allowing for business owners to apply for loan increases or get an initial loan at a 3.75 percent fixed rate.

If there is no short-term debt to convert, a fixed 3.75 percent interest rate is still cheap money if inflation is on the horizon.

Inertia. We got it done last year. From online to appointment and from courier to curbside, we adapted our businesses to meet the customer any way they wanted.

As industry consultants, the Karnan Associates team witnessed your pivots, responses and investments. You didn’t just survive. You thrived.

Over the past 60 days in-store transactions have been ahead of typical March and April levels. Slamming Saturdays are back. Directing store leadership’s attention to the showroom floor makes sense and is only natural, but not at the expense of the nimbleness you established in 2020. At the Running Insight Market Week in January, the content focused on three nextlevel objectives that remain keys to long term growth.

• Marketing as a Core Competency at Specialty Run • Streamlining the Omnichannel Experience

© 2021 Diversified Communications

The Long Run (continued) Over the past 60 days in-store transactions have been ahead of typical March and April levels. Slamming Saturdays are back.

Directing store leadership’s attention to the showroom floor makes sense and is only natural, but not at the expense of the nimbleness you established in 2020.

• Continuing Your Team Development As you plan your summer projects, keep the long view.

Experience is the retail differentiator and the way to achieve this is through personalization

and seamlessness. Spontaneous purchases are giving way to considerate purchases as consumers carefully select who they want to shop with based on how they connect with the brand.

Multiple convenient shopping platforms, timely and personalized messages and brand communications that express your core values all weigh-in to this selection.

Looking to the Future We don’t have much control over some of the factors listed, but our efforts can be a force that changes inertia.

As an industry we have a lot to look forward to. The next few months will be fast-paced and will bring new highs to

many stores. Sales growth remains an important indicator of success, but the next level requires looking beyond today’s growth.

If you really want this to last, invest in the people and infrastructure that will differentiate your experience in the years to come. n

The next few months will be fast-paced and will bring new highs to many stores. If you really want this to last, invest in the people and infrastructure that will differentiate your experience in the years to come.

Parker Karnan, founder of Karnan Associates, has worked in the specialty run industry for the past 30 years.

Karnan and his team spend their days working with specialty run retailers across the country doing their part to help each store Run Great!

Question for Parker? Email at parker@karnanassociates. com.

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The all-new Cloudace.

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THE EMERGING

RUNNER

Run retailers can capitalize on new runners as COVID restrictions begin to lift. / By Dirk Sorenson

T

o say the last year has been an interesting one for run specialty retailers and their vendors would certainly be an understatement. The U.S. consumer has struggled to define new ways to live their lives throughout the COVID-19 pandemic. Many have changed their fundamental behaviors around work, living and fitness, placing unique stress on retailers to rapidly adjust merchandising, product inventories and selling strategies.

Number one among them is the shift, perhaps permanent, to online shopping.

Think back to March and April 2020, a time when many run specialty retailers – indeed, most “non-essential” retailers – found their brick-and-mortar doors temporarily closed, forcing consumers to shop for necessities online, a shift that NPD data indicates will remain at some level.

From March 2020 through February 2021, NPD’s Retail Tracking Service reported a 73 percent average monthly sales growth in the Sport Specialty E-commerce Retail Channel, an aggregate of online retailers and traditional brick-and-mortar retailers that report their online sales to NPD. This is over three times the growth that occurred in 2019 and is likely a lasting change by consumers towards retailers that provide online sales mechanisms.

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Throughout 2020, consumers not only had to change the way in which they purchased goods and services, they were also challenged to reinvent their daily routines, like finding themselves cooking at home more and working/learning in new and different ways. One of the more dramatic shifts that occurred in 2020 was the way the U.S. consumer adapted to new fitness and exercise routines — including running.

Consumers Reinventing Retail Americans had to get creative as gyms and fitness centers in the U.S. were either closed or operating under significant capacity restrictions. And with many more Americans working from home with time to focus on new activities, the outcome has been a surge in the purchase of equipment to participate

Many have changed their fundamental behaviors around work, living and fitness, placing unique stress on retailers to rapidly adjust merchandising, product inventories and selling strategies. Number one among them is the shift, perhaps permanent, to online shopping.

in home fitness, cycling, running and activities such as golf and racquet sports that provide socially distanced outlets for consumers to exercise.

In the months from June 2020 to March 2021, sales across NPD’s total tracked market of at-home exercise equipment, including weights, treadmills and stationary bikes, increased 78 percent in dollars from the same timeframe during the prior year. Sales of golf equipment increased 76 percent and racquet sports equipment increased 41 percent. And in the nine months from June 2020 through February 2021, cycling equipment sales were up 50 percent.

The surge in sales at retail corresponds to participation trends noted by the Outdoor Industry Association’s special report “The New Outdoor Participant, 2021 Special Report,” in which they noted a 58 percent increase in new participation in walking and a 28 percent increase in new participation in running/jogging outside in 2020.

This finding aligns with insights from NPD’s Trend Tracker report, in which consumers reported planning to participate in walking/hiking 48 percent more as an activity in 2021 than they did in the prior year and run 10 percent more as an activity.

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| D I G I T A L

M A R K E T I N G

More customers. More often.

The Emerging Runner (continued)

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A U T O M A T I O N

M

Y

M

Y

Y

Y

E M A I L

M A R K E T I N G

K

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This strong interest in new activities is translating into running and walking shoe sales. In the last 10 months (June 2020 through March 2021), sales of both walking and running shoes have increased just shy of 10 percent for the total measured market.

Charting a Path To Success This data points to a few critical considerations as running specialty retailers chart a path to success in a post-COVID-19 environment. The first consideration is how to generate even more sales based on the interest levels in new activities outlined in both the consumption of new health and fitness products as well as in survey information.

One opportunity for retailers is to close the gap in sales performance between the strong equipment sales noted and that of running/walking footwear. While consumers may have felt a need to prioritize the purchase of needed and not-yet-owned fitness, outdoor and cycling equipment, that behavior was less evident in NPD’s sales data for running/walking shoes.

The opportunity to message to the newer runner and engaged walker as to the benefits of a new shoe and apparel investments is compelling.

With an uncertain race calendar for 2021, marketing and merchandising investments can be made by reallocating budget typically reserved for race support. Simple efforts, such as hosting staff workshops on how to sell to new runners and walkers, can pay real dividends.

One specialty independent running store we recently visited has pivoted much of its attention to the new runner.

Now hosting a “new running” group run each week, the format is a lower-mileage run with a focus on mobility, form and other basic skills that more established runners may not want or need to prioritize in their group runs. The store also has an online scheduling tool for new shoe fitting that notes the level of the runner.

This store’s owner uses this information

Accuracy in understanding the market and the needs for product at retail will translate to better profits for the retailers and suppliers alike. to assign the right staff member to work with each customer and to manage the number of consumers in the store at a given time. These basic steps have generated store loyalty and incremental sales to a new primed-to-spend audience.

The owner of the store also noted a strong interest by parents in having their middle school and high school children start track-and-field and cross-country running as a sport, mostly because these activities occur outdoors where social distancing can be maintained.

This retailer recognized the longerterm benefits of creating more support for another type of new consumer — the young athlete. The owner noted there was a large overall “sales basket” when serving the high school athlete. In addition to purchasing shoes, add-on sales were robust, and parents also tended to purchase while in store.

A second opportunity for retailers and vendors/manufacturers is in the frequency and types of communications that are occurring. Demand for sporting goods products is uncertain as consumer behavior changes surrounding returns to work, vaccinations and even gym reopenings.

This uncertainty places stress on forecasting and managing inventory. Accuracy in understanding the market and the needs for product at retail will translate to better profits for the retailers and suppliers alike.

Creating opportunities to discuss market observations, review sales data and define a mutual path to success is required in this uncertain time. n Dirk Sorenson is Executive Director, Industry Analyst–Sports, The NPD Group Source: The NPD Group, Retail Tracking Service. Unless otherwise noted.

© 2021 Diversified Communications

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A WELCOME RETURN

TO RACES

Safety remains top of mind and prompts an array of novel approaches. / By Daniel P. Smith

L

ast year at about this time, Rich Kenah wasn’t feeling too swell.

The executive director of the Atlanta Track Club (ATC), Kenah “felt horrible” that the ATC’s signature event and the world’s largest 10K, the Peachtree Road Race, would not be celebrating its annual Independence Day running through Atlanta’s streets due to the COVID-19 pandemic.

“It was a tough pill to swallow,” Kenah says of the ATC’s big event going virtual in 2020.

And it was not a pill Kenah wished to ingest again.

Over the last year, Mission: Peachtree 2021 has become an all-hands-on-deck effort for the ATC, which remains committed to hosting an in-person Peachtree 16

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next month and restoring the city’s annual Independence Day tradition. Supported by a COVID advisory group of public health personnel, the ATC has devoted countless hours to developing “safe and appropriate” plans for the upcoming Peachtree event.

“We’re not going to be the world’s largest 10K in 2021,” Kenah acknowledges, “but our goal coming out of July 4th is to be the world’s safest 10K.” Pent-up Demand After race cancellations dominated the calendar for much of 2020 and early 2021, races, including mass events like Peachtree, continue returning to communities across the U.S. And by and large, runners are signing up, eager to

return to racing and capture a dose of quasi-normalcy in their athletic lives.

When Grandma’s Marathon in Duluth, MN, opened registration last October for its marathon, half marathon and 5K slated for June 19, runners gobbled up the 4000 half marathon entries within a day. By Christmas, the event’s 4000 marathon and 1500 5K slots sold out as well.

The Gate River Run in Jacksonville, FL, reached its 8000-person limit within two weeks of opening registration last Dec. 1, including 4500 registrations on the first day, reports Doug Alred of 1st Place Sport Running. On March 20, nearly 7000 finishers completed the 15K race — the nation’s largest in-person running event since the pandemic’s appearance in March 2020.

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Return to Races (continued) increasing capacity following the immediate registration surge, officials tabled those discussions during the winter.

“We are committed to these numbers and staying there,” Grandma’s marketing and PR director Zach Schneider says.

“One way to take the complexity out is to focus on the 9500 we have because our top priority is the race itself.”

The 2021 edition of the Peachtree Road Race will not have the same shoulder-to-shoulder look of past events at its start line. Race organizers plan to send off corrals of no more than 1500 runners every 10 minutes.

According to MultiSport Research’s January 2021 Endurance Sport Athlete Motivations Study, 83 percent of athletes expect to race sometime this year.

“First and foremost, we want to warm consumers back up to the idea of racing again and it’s promising so many are enthusiastic about getting back at it,” says Michelle Duffy, associate marketing director for Life Time, which hosts more than two-dozen races across the U.S., including noteworthy events such as the Miami Marathon, the New York City Triathlon and the Leadville race series.

Yet, many race organizers expect racing’s return to be a slow march ahead with layers of interventions and modifications in place throughout 2021 and likely into 2022.

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“This is like turning up a dial, not flipping on a light switch,” Kenah says.

The list of adjustments to get folks to the starting line and create a safe environment is long and varied and all encompassing.

Shift Dates, Slash Capacity When the Paris Marathon ditched its April date for October 17, organizers did so “to maximize the chances of running together.” The hope, of course, is that COVID-19 is less of a pressing threat in October than it was in April.

Si m i la rly, t he Boston Marathon moved its race from April to October while also trimming its field to 20,000, substantial changes to an event rooted in tradition and grandeur.

T he ATC, meanwhile,

elected to split up Peachtree between two days – July 3 and 4. At press time, race capacity had yet to be determined, but Kenah acknowledged it would not approach 60,000 runners.

All race organizers are adapting various strategies to assure that their events do take place in a lingering COVID environment. Here are a few of them: A SINGULAR FOCUS ON THE RACE. Many race leaders have stripped down events to focus exclusively on the race. Grandma’s Marathon, for instance, cut its popular Friday and Saturday parties, while the ATC similarly did away with finish line social events and the sponsor village at Peachtree.

Though Grandma’s leadership had discussions about

MODIFIED EXPOS. Gate River Run took drastic steps at its expo. Upon registration, runners had to select a twohour window on one of three days to pick up their packet.

Once they did that, they could exit to the expo area or leave the facility altogether.

“It looked like it was dead all the time, but it worked,” Alred says of the expo.

Of note, some races have even debuted drive-thru packet pickups to further facilitate safety and limit crowds.

VIRTUAL AND HYBRID OPTIONS. BOLDERBoulder 10K leaders tabbed six different courses that participants could run over the three-day Memorial Day weekend. Each course was marked, measured and timed. Participants had to register for their selected course during a defined twohour time block.

The Salt Lake Running Co. (SLRC) offered a virtual option with each of its three winter road race series events earlier this year. SLRC race director Pete Van Slooten says having the virtual option allowed participants an opportunity to be engaged in the race even if they weren’t on site, while

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Return to Races (continued) Likewise, the ATC will require Peachtree participants provide proof of vaccination or a negative COVID test to receive their race number, a measure that signaled the end of mailing race numbers to participants.

After a virtual Peachtree Road Race in 2020 due to the COVID-19 pandemic, Atlanta Track Club executive director Rich Kenah (left) and his team crafted exhaustive plans to drive a safe, in-person event this July.

also providing the races an incremental registration bump for little added investment in labor. In an interesting tie-in to SLRC’s three retail stores, virtual participants received a small store credit since they were not using race-day amenities.

EVOLVING POLICIES FOR CANCELLATIONS. Given the uncertainty COVID19 can bring, race organizers are reviewing their cancellation policies and other race terms. Seeking to balance clarity, fairness and peace of mind, many are crafting policies accordingly.

SLRC, for example, has altered its race cancellation policy to say that a race will go 20

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virtual if the in-person event cannot happen. In resurrecting the Philadelphia Distance Run Half Marathon and 5K, race organizers opened 4500 slots for the Sept. 19 event and promised full refunds to those who registered prior to June 15. The Paris Marathon, meanwhile, has offered full refunds to runners should the race be cancelled due to COVID-19.

MANDATORY VACCINATIONS OR NEGATIVE COVID TESTS. For its April 25 event, Toledo’s Glass City Marathon required entrants to have proof of full vaccination or a negative COVID-19 test within 72 hours of their “first interaction with the event, including packet pickup.”

MASKS. Most events are requiring participants to wear masks before and after they run. At the Gate River Run, Alred found runners overwhelmingly obedient at the start line. At the finish, however, race officials had to take a more proactive approach to ensure compliance, including signage, frequent announcements and dispensing disposable masks.

“The good news is that most participants are simply thankful races are back and we found they were willing to do just about anything to comply,” Alred says.

ALTERED START LINE PROCEDURES. With starting lines being a prime source of concern, race officials are making significant changes to minimize gatherings and enable social distancing.

U.K.-based crowd scientist Marcel Altenburg has encouraged Grandma’s Marathon to employ a rolling start in which five runners begin every five seconds. Altenburg’s model shows every participant should have 20 feet of available space to use while on the course.

Rather than setting off 3000 people every five minutes, as has become customary at Peachtree, corrals at the ATC race next month will hold no more than 1500 runners and

begin every 10 minutes. Staff even measured the staging area to ensure that every participant would have 36-square feet of space around them, a drastic departure from the shoulderto-shoulder scene at the typical 60,000-runner Peachtree.

Gate River Run, meanwhile, divided its field in half and used two separate starting lines. Every five minutes, the gun fired for 1000 runners at each line. After the mile mark, the two groups merged onto the same 15K course.

Smaller events are employing similar tactics to drive social distancing, such as setting off in small waves, maybe 25-50 people, every threeto-five minutes or arranging runners in a grid-like pattern – often with on-the-ground markings designating where people should stand – and mechanically moving people up to the starting line every five seconds.

The Silver Lining for Races Though pent-up demand from runners has many race organizers encouraged and energized, they nevertheless acknowledge the stress of planning an event amid continued COVID-19 concerns and lingering uncertainty. Kenah, however, sees a silver lining to all the reflection and discussions the pandemic spurred.

“I truly believe running events out there will be better at their trade with what we’ve learned throughout this pandemic and the ways in which we’ve all been forced to critically think through things and brainstorm solutions,” he says. n

© 2021 Diversified Communications

IT’S COMPLICATED Racing is returning to a different world in in 2021, but there’s reason for optimism. / By Tim Murphy

T

here is a lot to be optimistic about in America these days.

Vaccinations are proceeding and many areas are flirting with normalcy when it comes to in-person events and everyday activities. America is edging closer and closer to putting the pandemic (hopefully, mostly) behind us.

And that is certainly good news for the business of running, which although it pivoted so well to pandemic-era virtual events and selling, still relies on in-person contact and communication.

None of this is meant to downplay or diminish the damage COVID-19 has inflicted on us personally and as a society, but there is reason to be generally optimistic.

How does that optimism apply to the running world?

Not surprisingly, it’s very complicated.

Much depends on what industry lane you occupy — and even there it remains complicated. Footwear sales for some companies were strong in 2020, with companies such as Brooks, Puma and Hoka One One all performing well. But performance at Nike, Adidas, Under Armour, ASICS and New Balance all suffered to varying degrees. Activewear was way up in some areas, but down in others.

How It All Started for Road Racing The road racing world was more evenhanded in selecting winners and losers — every major, mid-major and small community race was either cancelled or significantly downsized. But beneath the surface and high-profile cancellations, the business impact on road racing is just as confusing.

By the time Spring 2020 hit, in-person 22

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racing was basically over. Race Result Weekly’s editor David Monti reported that 51 events were held in-person in 2020 after the coronavirus pandemic hit.

Fifteen were U.S.-based events and they were mostly small road races.

Immediately, IRL races announced they were “going virtual,” a term as overused by the end of 2020 as the cookie cutter virtual races that emerged. Pay $50, upload your time, get a shirt and a medal.

Granted, some races had very little time to react to the pandemic and simply had no choice other than a “plain vanilla” virtual race. Others simply lacked the resources to do anything out-of-the-box.

This is understandable because, after all, they are IRL race directors, not digital experience creators.

There were also opportunists who saw a long-term world with no IRL races and started churning out virtual race after virtual race, some without any connection to the culture or theme or location they were (at times) appropriating.

And finally there were those who harnessed the power of a brand (recognizable

comic book heroes, cartoon characters, Hollywood movies) and/or their own company or state identity, and used that association to get runners excited. And those runners got very excited, signing up for well-marketed, themed swag that became a primary driver of virtual sign ups. One race director worried aloud that they’d become a swag e-comm business because of the emphasis on “stuff” rather than running or experience.

No matter what any given virtual race looked like, in the end they all existed for the same purpose: survival. Race organizations did what they had to do to survive and – except in the case of some less-than-ethically-themed events – no one can begrudge them for doing so.

So with a cloudy rearview image of 2020 (races were down, all of them, but some weren’t, and some crushed it in 2020), what did the first half of 2021 look like?

As vaccines have steadily rolled out across the country, and with some communities being more willing to embrace in-person events earlier, events are slowly coming back. As of early last month,

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It’s Complicated (continued) No matter what any given virtual race looked like, in the end they all existed for the same purpose: survival.

Race organizations did what they had to do to survive and no one can begrudge them for doing so. most have been very small and still held with social distancing measures and masking requirements in place. The U.S. majors are scheduled for the fall – all with virtual options as well – and just about every racing-inclined runner is itching for races to return.

Right?

Well, to say it again — it’s complicated.

Racing in 2021 is just as confusing as 2020. On the one hand, it seems like pent-up demand for racing is so strong that it’s sure to overwhelm any race’s field size.

BibRave operates not just a large community of 150 running influencers of our own, but also communities for shoe brands, race organizations, headphone companies and sunglasses companies. We have our finger on the pulse of a decent-sized section of the running community and from what we’re seeing and hearing, demand for races should outstrip race capacity across markets. Some version of “I’m over virtual racing and can’t wait for IRL races to return!” echoes throughout our Slack channels.

Posted results and data shared by Running USA about 2021 member events does reflect some of this optimism 24

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for racing this year. A few small to mid-sized races (in the low thousands of participants) have posted 2021 numbers on par with 2019, while others have shown success simply by hosting races with reduced fields (though still in the mid thousands of participants) and no notable spike in COVID19 cases.

However, in speaking with other large race organizations, many are bearish on filling up their races even with reduced field sizes as required by local permitting authorities. Frankly speaking, many will just take however many participants they can get, but hopes aren’t always high that consumers will be ready and willing to spend more on a race (more on that below) that takes place amidst so much uncertainty.

Then there’s a technical problem beyond a reduced field size and uncertain demand: Many races are already full from 2020 cancellations.

Especially if an event has a reduced field size, when they factor in roll-overs from 2020 cancellations some races have no capacity for new runners.

Those people have already paid (some paid in 2019), so even by hosting an event in 2021, a race that’s filled to capacity might be making little or no new revenue in 2021. The problem isn’t just an issue for large races either — races of all size are experiencing this additional pinch.

So there’s a multifaceted problem with reduced field sizes from municipalities unwilling to grant a permit for a large (5-10,000 person) event and also the risk of flagging

demand for spaces in these smaller fields, plus the fact that many races are starting the year full but with no new revenue.

The Worst Part The most vexing aspect of these headwinds and potentially weak consumer demand is that as vaccination rates increase, and our understanding of COVID-19 improves, it’s becoming clear that hosting an outdoor event can be done safely.

There will always be safety concerns, but we’ve never lived in a risk-free world and there will always be a risk of getting sick when around large groups of people. We simply can’t and shouldn’t hold out for a situation where an event can be 100 percent safe — that’s not a reality we’ve occupied, nor will we ever.

Races now have a lot of information and useful case studies for how to host a relatively large event safely. Doing so obviously represents more costs, making the economics behind hosting a race in 2021 even more dubious. Hosting a race is and should be viewed as safe by consumers, so when reduced field sizes don’t fill, it’s particularly frustrating for an already beleaguered industry.

A Time For Solid Optimism Finally, all of the body shots and sucker punches the road racing industry endured in 2020 came amidst steady decline from its peak in 2013.

So there are headwinds and headwinds and headwinds.

I f t h e r e’s r e s t r a i n e d

Races now have a lot of information and useful case studies for how to host a relatively large event safely.

Doing so obviously represents more costs, making the economics behind hosting a race in 2021 even more dubious. optimism for 2021, there is a lot of optimism for the road racing industry for 2022 and beyond. Next year is when most are highly confident that pent-up demand will meet with partial satisfaction from virtual races and an incomplete return to in-person races in 2021.

All of those factors will also converge with the spike in new runners that the pandemic created (Brooks gained 1.6 million runners through October 2020, and Strava saw a record 3.4 million downloads in May).

There’s a lot of cause for optimism and time will tell if the rebound is a 2021 or a 2022 tale. Either way, the end is in sight as the country gets ready to race again. n Tim Murphy co-founded BibRave in late 2013, originally creating a place for runners to gather online and discuss the best races to run, the best gear to try, and the best nutrition to use. From there, the company expanded into community building and influencer marketing, eventually becoming a full-service, endurance-focused marketing agency. He can be reached at tim@bibrave.com

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GAP YEAR

Acceleration of retail trends in a pandemic has given run specialty a chance to grow. / By Ryan Callahan

N

ow it is 15 months into the pandemic and I find myself stuck in a paradox to which many of us in run specialty can relate — the post-COVID challenges facing our industry feel more tangible and significant than ever before, yet the opportunities in our industry feel exciting in a way that we haven’t seen in years.

For better or worse, the pandemic has rapidly accelerated several trends that were gradually playing out prior to March of last year. Consumers flocked more heavily into online shopping, the home began replacing the gym and communities migrated online in the form of Peloton leaderboards, Facebook groups, Instagram Live sessions and Zoom breakout rooms.

The fear, of course, is that this shift, the “Amazon-ing” of our economy and digitizing of our communities, is permanent and represents an ongoing threat to our channel. Simply put, people are worried that the gap has gotten too big – and the playing field too unequal – for us to keep up.

I see it differently.

Opportunities Aplenty For the first time since the online shopping boom began in the 2000s, there is an opportunity for run specialty retail to catch back up as the barrier to entry for quality e-commerce has been dramatically lowered. Technology is getting better and cheaper, data tools are getting more robust and user-friendly and small businesses are able to create high-quality, traffic-driving content for minimal cost.

At Pacers Running, we see this confluence of trends as a major opportunity for run specialty retailers. We believe that we are entering a new era where we can 26

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Pacers Old Town Alexandria store manager Victoria Sanche stands in front of Pacers Runnings’ original location. The DC retailer is celebrating 30 years of business this year and still sees its brickand-mortar stores as the core of its plans to expand into e-commerce.

finally go wherever the customer is and compete with larger companies and create a new generation of running customers.

To get there will still require an investment in time, education and resources, along with a dedication to the values that make us so successful in our local communities. But we believe the opportunity is within reach for nearly everyone in the channel and will be built on three pillars.

1. Technology.

For the first time, small businesses can build an A to Z strategy for online selling that doesn’t require a six-figure web design firm, a complicated inventory management system, a dedicated marketing team or a sophisticated understanding of how to leverage data to target new customers and increase ROI from existing customers.

Using online e-commerce platforms or integrating a service like Fitted is making it increasingly easier for stores to have a robust e-commerce that integrates with their inventory and allows them to seamlessly sell online. If you tried e-commerce years ago and found it to be too complicated and time consuming, try again. The ability to build and support an e-commerce site today is light years ahead of where it was just five years ago.

On the marketing front, tools such as Mailchimp and Zaius let you send dynamic e-mails to customers that look and feel like they were professionally designed without the need to code or graphic design, while social media continues to give us direct access to our consumers 24/7.

Even things we take for granted like the iPhones in our pockets have become

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Gap Year (continued)

Pacers implemented virtual fittings during the pandemic for shoes and bras and expect to continue offering the service to reach more customers.

incredibly powerful tools for shooting professional-looking videos and photography with a few YouTube tutorials and some trial and error.

Essentially, every major roadblock that was either too time consuming, technical or expensive is now within reach for most stores to take advantage of at a fraction of the time and cost it would have required in the past.

2. Data.

Thanks to a variety of tools from Google and Facebook, quality audience targeting has never been easier. With a few online tutorials or some simple trial and error, stores can quickly target highly desirable consumers anywhere in the country. Agencies such as Upper Quadrant are also providing cost-effective services in the channel that allow retailers to punch above their weight and find new customers for their online store.

And now that you have beautiful looking e-mails to 28

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work with, you can also run fairly robust funnels and automated e-mail campaigns with the ability to track ROI in real time without a background in data science.

Depending on what you are using for point of sale, it is also becoming much easier to merge online and in-store customers, giving you more opportunities to better target your audience and understand their shopping behavior.

3. The Specialty Touch.

Just because we are moving into more cha n nels a nd broadening our reach with e-commerce doesn’t mean we need to forget who we are and why we are all here.

One hesitation run specialty retailers often cite for not taking the plunge and building a bigger e-commerce presence is that the “special” of run “specialty” has always been the in-store customer experience, the community run and the customized fit process.

Com munity, local and

customer experience will always be at the core of who we are, but instead of seeing a move into e-commerce as an afterthought or a hindrance to what we can offer our customers, we see it as an amplifier.

Thanks to the ubiquity of social media, the ease for us to connect with consumers after they leave our stores and the ability to finally build affordable brand experiences online, we believe that not only can run specialty finally embrace the e-commerce future, but we can also be innovators and develop new ways of providing services for our customers.

Reaching The New Runner How can we use these tools to amplify what makes us special and reach new customers? How can we build a bigger community and increase our diversity efforts? How can we give those consumers who “aren’t runners” or are “too intimidated to go into that store” a way to get into running that is more on their terms and from the comforts of their homes?

From quality social content that inspires to tools like virtual fittings, ask-the-expert and online training services, we can build out our brand values and reach more people without sacrificing what makes us really good at what we do.

Unexpected Competition?

I’d be remiss if I didn’t acknowledge that a greater shift to online could create a new type of turf war between fellow running stores. Not surprisingly, we see this differently as well.

From quality social content that inspires to tools like virtual fittings, ask-the-expert and online training services, we can build out our brand values and reach more people without sacrificing what makes us really good at what we do.

We believe that a more robust network of run specialty e-commerce players will lead to more wins over the big guys and we also believe that there are a lot of gaps, or “running deserts,” out there where consumers wish they could shop at a more specialized retailer but don’t have the access. We see e-commerce as a growth opportunity for the channel.

But none of this will be easy. While the tools are more user-friendly than ever before, simply opening an e-commerce store and waiting for customers to arrive will not work. We have to make run specialty e-commerce special as well.

But I believe consumers want this from us and will reward those who put in the effort. We all got a peek of what the world would look like without our beloved local businesses during the pandemic and most of us didn’t like what we saw.

The next great boom in retail is here — and this time it’s going to be the local retailers that are going to lead the way. n Ryan Callahan is the Brand Director at Pacers Running.

H e c a n b e re a c h e d a t Ryan@runpacers.com

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RUNNING AS

CATHARSIS

The running community can be stronger than anything that can divide us. / By Tonya Russell

I

t may seem so easy to discount the impact of 2020 and COVID-19 on running, considering how many lives have been dramatically impacted.

However, the world has gotten to the point where everything overlaps. It seems like we can no longer shield running from other aspects of the world.

How could we, considering that runners have lost their lives and livelihood to COVID? Even more, races have been canceled or have gone virtual and the recession caused by the pandemic made it even more difficult to reach individuals who would otherwise fall in love with the sport.

It is all a part of what the business of running – and the running community – has faced and, at times, benefitted from in a pandemic year.

“I found a used jogging stroller on OfferUp and began to take my 18-monthold for runs in the park after dropping off the bigger kid at his outdoor playtime,” she explains, adding that she’s trying Couch to 5K again and so far she’s enjoying it.

“I’m running about twice a week now, very slowly and not very far, but still doing it and pretty proud of that.”

Patil’s opinion of the sport has changed so much, and though she finds it to be difficult, she is convinced of its chance to be a saving grace for a pandemic community.

“I still find running really hard, but I’m craving the challenge, the change of pace and honestly just the feeling of getting sweaty and physically exhausted.

Anna Patil with Leela out for a run in Brooklyn.

A Prescription for Self-Care For Anna Patil of Brooklyn, New York, running became the prescription for self-care. Prior to 2020, she was not a runner at all, though she was a certified personal trainer. Her story is one of running through a pandemic.

“Early in the pandemic – stuck at home in Brooklyn trying to work and manage two little kids, no car, nowhere to go – I started to just feel this urge to run. I wanted to get out in the world, move fast, feel free and get at least a little farther away from home than I could walk.”

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It’s cathartic. I actually wake up looking forward to the run, which I never thought I’d say.”

Runners of Color The catharsis Patil feels on runs juxtaposes the harsh reality faced by runners of color, who run for many of the same reasons. And sometimes they run with the added burden of existing in a society where people who look like them may be met with suspicion in their own communities, or even killed, like Ahmaud Arbery.

This reality is not lost on Houstonbased runner and journalist Emilia Benton. As if being benched by an injury in early 2020 weren’t enough, she had to face the notion that she had to keep politics out of running. As a woman of color, she’d like to discover a more supportive and inclusive space for others of color, especially seeing how many did not rally around Ahmaud Arbery as they did others who were murdered while out on a run.

She tells Running Insight, “It’s definitely been eyeopening, especially on a local level. Most of the social justice-related articles I’ve written have received mostly positive feedback on a national level, but living in a red state it’s gotten me to see that many people do view all of this as

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Running As Catharsis (continued)

Emilia Benton set to run and write.

‘too political.’”

Organizations and individuals that she’s trained with have actually distanced themselves from her because of the work she’s done. This has been frustrating and challenging to her beliefs that more work needs to be done.

“I want to get more involved and show up for my community and it’s hard when those in charge seem to want to just ‘check a box’ with a vague DEI statement and aren’t open to feedback from people of color about how they could improve and work to make the running scene truly more inclusive,” she adds.

The upside is that she has become acquainted with new individuals and more opportunities. “Through the writing I’ve done, I’ve gotten to connect with a lot of runners of color across the country who are doing great things and inspiring to me,” she says.

“As a woman of color myself, 32

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sharing diverse stories that might otherwise not be told is something I’m really passionate about.”

The conversations that she’s having are essential, considering the barriers that keep running from being as diverse as it could be. One survey found that running marathons can cost between $1000 and well over $5000 between gear, fees and travel costs. This could shut out low-income groups, families with strained resources or even Black or Brown people.

However, they do have a presence and many are running in predominantly white spaces.

That is why Benton believes that amplification of their experiences – both good and bad – are important growth opportunities for the running community.

“Share their stories. Did you read an article or listen to a podcast with a lesser-known runner who has a story you think people should know about? Send it to your friends or family. Promote it publicly.

It might feel like overkill, but stories from minorities are still not receiving anywhere near the same amount of promotion and attention as White runners generally do.”

Running For Hope Patrick Rodio of New Jersey has been equally shocked by how the events of 2020 and 2021 have forced him to look at his running community differently. While social media has helped him to meet everyone that he’s run with, it’s also been a tool of division.

“If it wasn’t for social media,

I likely wouldn’t even know some of the – sometimes wild – thoughts of some of the runners I’m out there with. While the socials bring us together, it often does a great job of driving us apart. The election season was certainly a debacle for many of us, regardless of who we voted for, just from the natural divisive nature of social media rage.”

(He likens it to road rage, only some are banging their keyboards instead of their car horns.)

COVID-19 was another cause of debate. Do we run together anymore? Can we?

Should we? Are we getting virus-soaked droplets on each other? Did we before? Are we running in masks? Or without masks but 17-feet apart?

“Regardless of studies or any other possibility of droplets hanging in the air, we kept running. By ourselves at first, running our neighborhoods and empty trails, but as it turned out, we really needed each other.”

He explains that nothing matches the camaraderie of a group run. “It gets you out the door, keeps us accountable. Hell, the social aspect gets most of us out the door on any given day to get that run in.”

Rodio has taken up many missions since the start of the pandemic, which has enabled people with varying opinions to work together, even with no races in sight. Last year, he ran 20 miles to raise funds for the local seniors in Collingswood to pay for their yearbooks. This year, he ran 21 miles for the class of 2021. Those friends,

Patrick Rodio at 2020’s 20 for 20.

regardless of ill feelings held through the year, will join him on his race route and they’ve been donating to other important causes.

Rodio has seen how remarkable the community can be when differences are put aside for the sake of creating equity for others.

Reason For Optimism Whether at the individual level or collectively, running in the last year has been a cathartic adventure. Being a part of the sport has been a means of healing and gathering despite differences in beliefs.

This past year has proven that while there is always room for growth, the running community can be stronger than anything that can divide us — whether that is a pandemic, social distancing or social injustice. n Tonya Russell can be reached at trussiler@gmail.com © 2021 Diversified Communications

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SUPER SHOES 2.0 Intriguing options emerge for run shops as super shoes evolve beyond race-oriented models and experiment with different propulsive plates. / By Daniel P. Smith

I

t all started with a singular discovery. Following the 2018 Ultra-Trail du Mont-Blanc (UTMB), the 106mile race that winds through the Alps, a research team from The North Face tested finishers and identified a 40 percent reduction in lower-leg muscle strength. That finding created a question that would become all-consuming for the Alameda, CA-based brand, one itching to make deeper inroads into trail running.

“How can we make athletes finish with a bit more tick in their legs and improve performance?” recalls Michael Thompson, senior product director of footwear at The North Face.

That simple question unleashed a multiyear product development endeavor at The North Face to create a trail shoe blending stability for technical terrain with forward propulsion. “We shot big out of the gate,” Thompson says.

Over 2.5 years, almost 30 prototypes and near-constant dialogue with its core athlete team, The North Face chased a pioneering effort: To bring a carbonplated running shoe – something that had only recently begun stirring interest in the performance run marketplace – to the trails.

“At that point, plated technology was geared toward predictable road surfaces, not unpredictable trail surfaces,” Thompson reminds. “There was no playbook here.”

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The North Face broke ground with the release of the Flight Vectiv trail shoe with a carbon fiber plate.

When The North Face launched its Flight Vectiv trail shoe in January, that singular question Thompson and his colleagues confronted in late 2018 celebrated a most glorious answer.

Welcome to Super Shoes 2.0.

Until recently, propulsive “super shoes” have overwhelmingly, though not exclusively, been limited to race-oriented road models featuring carbon fiber plates. Now, however, footwear brands are pushing far beyond the performance PR silo. In bringing carbon fiber into trail shoes and everyday trainers while also experimenting with alternatives to carbon fiber plates, distinct underfoot feels and varied price

points are quickly filling – and redefining – the super shoe category.

Carbon Fiber’s Mainstream Ascent Truth be told, carbon fiber isn’t new to running footwear. In the 1990s, in fact, Reebok and Adidas integrated carbon fiber into select models, though neither brand could gain market share traction. Into the early 2000s, carbon fiber remained an intriguing ingredient in footwear design, though cost and rigidity concerns largely plagued development.

Fast forward to May 2017, however, and carbon fiber entered with a bang. The buzz around Eliud Kipchoge’s sub-two-hour

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Super Shoes 2.0 (continued)

Super Shoe Twists: The carbon fiber-plated Flame from 361 Degrees (top) recently hit the market at $160; New Balance introduced carbon fiber plates into a traditional training shoe with the recent debut of the Lerato (middle); and Under Armour’s Machina 2 uses a Pebax speed plate inspired by sprint spikes as a propulsive alternative to carbon fiber.

marathon attempt and the Nike footwear he wore in that quest – the ZoomX Vaporfly 4% – ignited interest in carbon fiber-plated super shoes.

Message boards filled with chatter about these propulsive, futuristic-looking shoes that could improve performance, while talk of banning the footwear from competition further boosted intrigue, particularly among the fast crowd.

“This became like [Roger] Bannister breaking the fourminute mile,” says Ben Sigle, of the Manhattan Running 36

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Company in Kansas. “Nike pushed the doors open and gave us a tech advancement in footwear that really changed the game.”

When Hoka One One introduced the original Carbon X to the world in May 2019 – and did so with its own ballyhooed record-breaking effort tied to ultra runner Jim Walmsley – the floodgates opened. Within a year, New Balance, Saucony, Brooks, On, Skechers and others unveiled their own carbon-plated kicks.

Despite rather hefty price

points – most carbon-plated footwear models reach or exceed $200 – and no direct application for the speedy shoes as COVID-19 cancelled races across the American landscape in 2020 and into 2021, carbonplated models nevertheless generated buzz and sales at run specialty stores.

“Though a big price to swallow for both the retailer and the consumer, this footwear has been a positive for us,” says Joe Lourenco, of A Snail’s Pace, a four-store running shop chain in southern California that carries super shoe models from Saucony, Hoka, Brooks and The North Face. “This footwear has helped us capture younger customers and, thanks to rather tight distribution, differentiate our stores from the competition.”

And the flood of carbon fiber product keeps coming.

When Puma re-entered the performance running market earlier this year, it did so with a carbon-plated racing shoe called the Deviate Nitro Elite.

This spring, ASICS unveiled two new shoes with a full carbon plate in the Metaspeed Sky and Metaspeed Edge while 361 Degrees recently launched the carbon-plated Flame. The Flame’s $160 price tag, more accessible than most of its full-length carbon-plated peers, brings an interesting new wrinkle to the super shoe category.

(And not surprisingly, the super shoe technology has moved into “super spikes,” such a s New Ba la nc e’s FuelCell MD-X and SD-X. Bot h new t rack models pair New Balance’s bouncy

FuelCell cushioning with carbon fiber plates.)

Beyond the Race Here in 2021, so-called super shoes continue rushing into a new era, moving beyond racers while also experimenting with new propulsive materials underfoot.

It’s a natural evolution, says Tony Post, the founder of Topo Athletics and a longtime footwear industry executive.

“Much like cars, things start in Formula 1 and then work their way into the cars we drive as the tech becomes more relevant to the marketplace,” Post says.

To wit, the New Balance Lerato, a more traditional training shoe featuring a carbon fiber plate, recently began arriving in U.S. run shops. Billing the Lerato as the first-ever training product to feature a carbon fiber plate, New Balance paired the Lerato’s release with a telling tagline: “Because, not every day is a race day.”

When The Nor th Face brought carbon fiber to the trails earlier this year with the Flight Vectiv, a model akin to many trainers with its men’s 10-ounce weight (just a tick lower than the Brooks Adrenaline, by way of comparison), it also unveiled the Vectiv Infinite, which features a 3D Pebax plate underfoot for multi-directional stability and forward propulsion.

Others have incorporated carbon fiber substitutes as well.

Saucony, for example, found a hit with the Endorphin Speed, which features a responsive nylon plate, while Mizuno is

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Super Shoes 2.0 (continued) readying the release of a peppy new shoe that utilizes a glass fiber reinforced nylon plate evaluated to be 1,141 percent snappier than the traditional Pebax material found in its signature Wave Rider plate.

In early 2020, just as the carbon fiber-plated racers were getting their legs, Under Armour spun the tables when it launched the Machina training shoe. To propel runners, the Machina used a Pebax speed plate inspired by sprint spikes.

Doug Smiley, Under Armour senior product line manager for high-performance run footwear, says the Machina’s goal was to be “faster, softer, lighter.”

“Our insight was that many highly cushioned shoes were lacking efficiency … and runners wanted a high-mileage, ultra-cushioned trainer that had a propulsive effect, especially at toe-off,” Smiley says.

As compelling as carbon fiber is, Smiley notes that the material is more expensive and sometimes comes with a shortened lifespan. That, he says, will almost certainly spur more alternative plates and unique solutions as footwear brands look to innovate in and evolve the super shoe category.

“It can be a balancing act between finding the optimal material and resultant experience while still making it accessible to the widest range of runners possible,” Smiley says, adding that Under Armour’s goal is “not to predetermine a technology” but to rather “test and learn for the optimized experience.”

Similarly, as Post’s team at Topo continues exploring different ways to use propulsive 38

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plates, improving the user experience stands top of mind.

“Most people just want to be able to get up and run again tomorrow,” Post says.

“Ultimately, footwear is a tool to improve the user experience and we can’t forget that.”

The Impact At Run Shops At the St. Pete Running Company in Florida, owner Cody Angell is amped about the super shoe category’s continued evolution. He says customers notice the difference in the footwear when they start running and some are open to the idea of purchasing a traditional trainer alongside a second shoe that makes training a more fun, light and lively experience.

“We’re finding customers purchasing the footwear and using it interchangeably with their more traditional training shoes because they want it, not necessarily because they need it,” Angell says.

The influx of super shoes from different footwear players, he continues, present talking points with customers, especially newcomers to the sport who favor a “fun experience” over racing. Even better, it helps push traffic into run specialty.

“If someone is getting their tenth pair of the Brooks Ghost, they’re likely getting it online,” he says. “But if we can give them a shoe that’s unlike anything else they’ve ever tried on before, that’s a good thing for our shops.”

While Sigle acknowledges that customers “feel the difference” when trialing many super shoe models and reports

ASICS has injected carbon fiber plates into its Metaspeed Sky and its Metaspeed Edge.

that the footwear sells well at the Manhattan Running Company, he still sees super shoes as a niche category.

“The majority of the people are not pushing the limits, but are out there for a good sweat,” he says. “Now, there are obviously people trying to advance and go faster and when we start this conversation with them, they’re interested.”

Sigle is most interested in giving consumers choices — and that’s where the continued development of super shoes into different running shoe categories and with alternative plates holds particular appeal.

“Not everybody needs the Ferrari race car, so we hope to continue seeing alternative solutions and different price points,” he says.

That’s what so many brands are now angling to provide, mixing propulsive plates and midsoles to deliver responsiveness, cushioning and unique underfoot feels distinctive from more traditional training shoe models.

“The more innovation that

delivers more solutions to the runner, the better,” Under Armour’s Smiley says. “We’ve seen big inflection points in the industry based on innovationdriven trends like minimalism and the expansion of plated footwear into new spaces is creating excitement, interest and differentiated experiences that might not have ever been created otherwise.”

Adds The North Face’s Thompson: “There’s a lot of horsepower around footwear innovation right now … and, in the end, it’s consumers who are going to win.”

And that is what has run shops like A Snail’s Pace excited for themselves and the run specialty channel at large.

“This footwear has given us something new to talk about and given people a reason to come into run specialty,” Lourenco says. “My hope is that brands continue to push the envelope and provide specialized product that we can get our hands on to offer something truly unique to our customers.” n

© 2021 Diversified Communications

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The holistic service includes a 3D foot scan and biomechanical analysis, alongside custom product recommendations and fitting service.

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3.5.2021 23.13

Up Against The Wall Run retailers talk smart, savvy ideas to create a better shoe wall. / By Daniel P. Smith

To add a bit “more flair” to its shoe wall and create a more dynamic visual, Confluence Running in Goshen, NY, used iron pipes installed against a brick wall.

I

t was time for a change at the Cape May Running Company.

In March, the five-year-old store located in Cape May, NJ, proudly introduced its new shoe wall. Ditching the generic shoe holders that tucked into slat wall, the store used wooden shelves placed on iron piping against a wood background matching the shop’s custom dressing room doors.

“It’s now a much cleaner, more cohesive look that better maximizes the space we have and improves visual interest,” boasts Cape May Running Co. co-owner Harry Back.

The importance of the shoe wall cannot be underestimated in run specialty shops.

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Displaying a running store’s core product, the shoe wall is most often the main focal point in a run shop, the frequent destination of guests and a sales and marketing tool capable of helping run shops showcase variety and drive interest.

“Quite simply, a shoe wall helps to get people excited about what they are investing in,” says Lance Muzslay, who owns a trio of Sole Sports Running Zone shops in Arizona.

While there are points and counterpoints to shoe wall mechanics and no hard-and-fast rules that apply to every situation, here are 11 ways that run shops are attempting to maximize the shoe wall and generate interest.

1. Favor the back.

When designing run shops, Holly Wiese and her team at 3 Dots Design put a lot of thought into the placement of the shoe wall on the showroom floor. As much as possible, the preference is to place footwear in the rear of the store. Much as grocery stores station staple items in the rear, the idea is that run shop customers will peruse other items while venturing back to see the store’s primary attraction.

“This way, the customer is drawn through as much of the store as possible,” Wiese says.

When Confluence Running put the shoe wall at the back of its new store in Goshen, NY, in fact, apparel sales tripled.

© 2021 Diversified Communications

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Up Against The Wall (continued) stability, while columns are sorted by brand. This more calculated, cohesive arrangement, various operators report, makes it easier to explain shoes to customers and helps them conveniently scan their recommended options.

Meanwhile, many stores devote a separate area of the store to trail footwear since that is its own differentiated product and most often has its own demographic as well.

Cape May Running Company in New Jersey recently redid – and relocated – its shoe wall, including adding a wood background to match the running store’s custom-made dressing room doors.

“It wasn’t solely because people had to walk through everything else to get to the shoe wall, but it certainly didn’t hurt,” Conf luence Running director of operations Jenna Jenks says.

2. Separate the genders.

Whenever possible, Wiese likes to separate men’s and women’s shoe walls rather than having all the footwear in one display — and for a sound, strategic reason.

“This allows you to create traffic flow in two different

areas of the store rather than jamming traffic into one central area,” Wiese says.

Another savvy tip: Place any gender-specific products next to the corresponding shoe wall. Confluence Running, for example, has found success positioning run bras adjacent to its women’s shoes.

3. Use lighting.

Ask Wiese about the most frequently overlooked part of the shoe wall and she does not hesitate to name lighting.

Rather than relying on general

lighting that often casts a shadow, she suggests run shops use commercial-grade track lighting and shine it directly.

“Shoes are such a key product for run shops that they need to be prominently featured,” Wiese says. “Track lighting helps footwear come to life.”

4. Logical grouping.

Ma ny r u n shops have adopted a grid-like system for displaying shoes. For instance, rows are lined with similar categories of shoes, such as lightweight neutral or high

5. Add some artistry.

For simplicity and practicality, slat wall has been the prevailing shoe display method for decades. More and more, however, stores are ditching slat wall for a footwear presentation with more visual punch.

At Sole Sports, vertical cables run from floor to ceiling with thin metal shelves holding shoes — a little “eye candy to drive interest,” Muzslay says.

In Confluence Running’s store, tall pipes run from floor to ceiling in front of an exposed brick wall. The footwear rests on small iron elbows connected to the vertical pipes.

“This adds a little more flair to the presentation, so it feels less utilitarian and more like an art piece,” Jenks says.

The Color Conundrum THOUGH RUN SHOPS MIGHT HAVE multiple colorways of a given footwear model in stock, many stores present only one colorway on the shoe wall.

Many stores fear a customer will see a different color of a model they have selected after much deliberation and insist on that option, which triggers a special order and limits inventory turn.

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New York-based Confluence Running has taken a contrarian approach — and has found it works well for their business.

When the store has multiple colorways available, it showcases those on the shoe wall. Confluence Running director of operations Jenna Jenks says it gives customers “the illusion

of choice” and has not prompted a significant uptick in special orders.

“If customers walk into a running store and it looks like there’s nothing there, they may walk out and not give you a chance,” Jenks says.

“We want the customer to see that we have a wide range of solutions available.” © 2021 Diversified Communications

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Up Against The Wall (continued)

To add visual energy to their shoe walls, stores can use shadow boxes, alter the orientation of footwear, display pairs and add graphical elements.

6. Give breathing room.

At Sole Sports, Muzslay has his shoes spaced out approximately 10 inches, an effort to give each model space of its own.

That’s a smart move, Wiese says, adding that shoes piled on top of one another creates a cluttered look that causes confusion for the customer and makes it difficult to discern one product from the next. Give footwear room to breathe.

7. Inject some drama.

To create different points of interest on the wall, Wiese suggests changing the orientation

of shoes. For instance, show shoes in pairs, use shadowboxes to mark new arrivals as something especially unique or set trail shoes on an angle.

8. Love the lateral side.

While there is certainly an argument for displaying the medial side of footwear, largely to quickly point out the posting on stability shoes, that argument is becoming less relevant as many brands forgo traditional posting.

More than anything, though, the lateral side of footwear holds the branding and is

“often the prettier side of the shoe, too,” Jenks says.

9. Think small.

The crew at Sole Sports tries to keep all men’s shoes within one size of one another and does the same for its women’s shoes. Notably, the stores also prioritize smaller sizes, which are lighter in weight, help create a sleeker look on the wall and better enable breathing room.

10. Remember accessibility.

With the previous shoe wall at Cape May Running Co., some shelving sat as high as

eight feet off the ground, so high that some employees and customers could not grab a shoe. With its new look, however, no shoe is more than six feet off the floor. “This has created something much more accessible,” Back says.

11. Keep it clean and orderly.

Before closing each day, staff at both Heartland Soles in Iowa are tasked to tidy the shoe wall for the next day’s opening.

That checklist includes tucking in all shoelaces, filling in any gaps on the wall and pointing shoes in the same direction. n

Good-bye Price Tags WHEN JORDAN AND LINDSEY Andrews opened Heartland Soles in Coralville, IA, in 2018, they elected to remove price tags from their shoe wall. Though a somewhat daunting experiment, they quickly discovered that the absence of price tags did not confine the selection process and, in fact, afforded staff greater freedom to bring out different footwear models.

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As a result, the couple later removed prices from the footwear wall at their flagship shop in Johnston, IA. Over the years, Lance Muzslay has experimented with the presence of price tags on his footwear at Sole Sports Running Zone stores in Arizona. These days, he forgoes presenting prices to “defocus price and avoid any sense of sticker shock.”

And surprisingly, he says, price is rarely an issue.

“When some customers come in and see a $150 shoe, they only see the price, not the value of the shoe.

We want to let the shoe do the talking,” Muzslay says, adding that staff will actively look for a price signal during the sit-and-fit experience to help inform their efforts.

© 2021 Diversified Communications

A Run With ...

Fábio Tambosi Chief Marketing Officer, Saucony

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What do you feel you are bringing to Saucony at this point in your career?

I am very grateful for the opportunity Saucony has given me to be one of very few CMOs in the sporting goods industry that is representing the BIPOC community. At heart, I bring my perspective as a Brazilian father raising a daughter who doesn’t see enough people who look like her in marketing campaigns. It’s time to turn these moments into advocacy, inspiration and education with Saucony accelerating its focus on building a more equitable representation, both internally and externally.

ábio Tambosi was named as chief marketing officer at Saucony this spring, responsible for providing strategic development and execution of Saucony’s global branding initiatives, including brand positioning, direct-to-consumer, advertising, digital strategies, international growth initiatives and expansion of Originals.

He reports directly to Saucony’s global brand president, Anne Cavassa. He joined Saucony with more than 18 years of global brand-building experience, most recently serving as global head of brand, planning and activation at Adidas, for the Sports Performance categories.

Why join Saucony, and why now?

Saucony was founded in 1898, just two years after the first Olympic Marathon and one year after the first Boston Marathon.

Surrounded by that running history, the company was destined to become a leader in the running industry. With an unprecedented heritage in the sport, namely in culture and innovation, Saucony has the opportunity to once again propel running into uncharted territories in an industry that is craving a fresh new perspective to help get the world outdoors and, in turn, create a future that’s greater than good for a new generation.

Anything else that attracted you to the company?

The brand’s commitments to equity, diversity, inclusion and belonging, sustainable practices and the overall goodness of running, are values that resonate deeply with me.

How has the COVID-19 pandemic and all of its limitations impacted you personally 46

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and professionally?

COVID-19 was the tipping point of a more significant challenge that has impacted the world in many ways. We weren’t ready for this. Everything around us went on a pause. We lost control of our daily routines. Humanity wasn’t prepared to respond and embrace the challenges presented by 2020 and taught many of us the importance of humility in leading our lives, both personally and professionally.

Did anything positive come out of all of this?

It has given me the gift of perspective and the importance of slowing down in our lives. We are now way more intentional and present when spending time with our loved ones, colleagues and our community.

Most important, it further clarified that integrity must be at the core of how we live our lives. It boils down to how we treat people and how we make decisions, personally, as leaders and businesses.

How does your experience in sports and sporting goods add to your new role at Saucony?

Through my years in sports marketing and as an athlete I have developed a dynamic toolbox and a tremendous passion for inspiring millions of people through emotional storytelling, all while living a better life through the transformative power of sport. I am committed to leading the brand with a people-first approach built on a player-coach and athlete mindset to focus on winning as a team.

How would you describe Saucony’s position in the run specialty business in mid-2021?

We are confident that 2021 will be a strong year for Saucony, demonstrated by our record high double-digit growth in Q1 revenues. We are in our third year of a three-year turnaround. We are running faster than the marketplace, fueled by product innovation and our distinctly Saucony style. These will be our key drivers that set us apart from a very formulaic playbook.

© 2021 Diversified Communications

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Fábio Tambosi (continued) Where does Saucony fit in with run specialty retailers?

We continue to win in many different arenas and run specialty is a key growth driver for us. As the best run specialty retailers continue to enhance their in-store experiences and community engagement, we are committed to supporting their renaissance and growth.

How do you envision that position evolving over the short and long term?

We’re continuing to drive deeper engagement with our consumers through product activation programs and services that meet the needs of our partners and the running consumer. We’re getting back to supporting in-person experiences through our Shadow Team as they resume store visits. We want to help run specialty welcome the “every runner” as they look for guidance and advice. And if run specialty didn’t have a presence online before COVID, it sure does now and we will support their digital efforts and help grow that area of their business.

What direction do you envision the company going?

Despite 123 years of countless successes, we will continue to operate with an underdog mentality — and we love it that way. We thrive as a challenger brand, with an authentic story to tell about the joy and transformation that the simple act of running brings.

How does that translate into product for the runner?

For the runner, every step counts; the same can be said 48

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about our brand. Our commitment to sustainability, innovation, inclusivity and fostering community are all important steps forward as we strive to become the most loved and distinctive brand in our industry.

So your vision is …?

My vision is to lead Saucony with a humanistic, inspirational and real tone of voice and accelerate innovation across our brand, product and marketplace because when we innovate, we elevate our brand, the industry and, most important, every consumer.

How would you describe the state of the overall run business in mid-2021?

If the pandemic has had any positive impact, it got more people to embrace running as a form of activity towards a healthier lifestyle.

How does that translate into good for run specialty?

As the pandemic-driven growth of running continues to evolve with seasoned runners running more and new runners finding their pace, the demand for running technology has never been greater.

Trail running is experiencing its own boom as people search for serenity and fresh air, with all signs pointing to continued growth through 2021.

On the product side, what can you tell us about the direction Saucony is headed in late 2021 and into 2022?

In my first two months journey, I am very confident in everything I’ve seen for both

As the pandemicdriven growth of running continues to evolve with seasoned runners running more and new runners finding their pace, the demand for running technology has never been greater. Trail running is experiencing its own boom as people search for serenity and fresh air, with all signs pointing to continued growth through 2021. the second half of the year and the road ahead. Moving into late 2021 and into 2022, Saucony’s innovation roadmap is stronger than ever before and ready to elevate the game with incredible design and disruptive product offerings that make all runners faster.

Anything specific to talk about at this point?

What we’re most proud of is our continual innovation in sustainable design. Building on what we’ve learned from this year’s 100 percent natural Jazz Court RFG, and coupled with a huge update to one of our core apparel franchises and work across our entire performance line, 2022 will be a year of product intros that speak to our ongoing commitment to sustainability.

What are your personal passions and interests? Are you a runner?

Well, we are all runners! I am reconnecting with running again and started my journey

to fully immerse myself in the running community.

How about a typical day?

My typical day begins with a healthy family breakfast. After that, I usually drive my daughter to school while we blast her favorite Disney songs in the car.

Sounds like a great way to start a day. What happens next?

I get back home and make sure I get my “sweat in” – either through a run outside or a workout on my home bike.

I am a dreamer and passionate about helping people live their best life, whatever that might be. The future of education is one of my big passions; I love staying connected to my almamater, Clemson University, through teaching or serving on the board of The Erwin Center For Brand Communications.

Go Tigers! Finally, what would you like Saucony to accomplish next?

There is so much I would love to accomplish at Saucony.

We are just starting. My goal is to create a timeless legacy and elevate the brand to a bigger and better place than when I joined the company.

How will that come about?

All of this will come in many forms. My promise is that we will create a more equitable, diverse and inclusive brand for our employees, athletes and the running consumer. Of course, when we reflect back in a few years, the brand will have reached its growth targets in a financial and sustainable way. n © 2021 Diversified Communications

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A Run With ...

Keith Kelly Sales Manager, New Balance

K

eith Kelly was recently appointed sales manager at New Balance as the brand strengthened its commitment to the run specialty channel. The move came about as Kevin Adams, who has been leading the New Balance specialty sales team for the last 11 years, instituted a number of organization changes, including the promotion of two account managers, Melanie Chambless and Jamie Owen, into regional manager roles, and Kelly’s move into the management position.

My job is to ensure they have the freedom and support to manage their business, leading with empathy and delivering against our goals.

What are your strengths?

My biggest asset is my ability to navigate the challenges that the team faces and arrive at solutions that ensure they can kick ass. I also like to think I have a strong relationship with the owners and buyers in the specialty channel and I’m very comfortable having the difficult conversations when things are not going smoothly. We are all experiencing headwinds right now and I try to be a calming and positive influence for my team and for our customers.

How has the COVID-19 pandemic impacted you professionally?

The pandemic has impacted New Balance no different than any other brand of our size. Its been a huge challenge but one that we have navigated with optimism and positivity.

What has been your biggest challenge?

Our biggest concern was our team and our customers and thankfully both seem to be doing well right now. It has been incredible to see the specialty channel persevere and come out the other side.

Did any good come out of the past year?

The pandemic has made everyone better at their job and in many ways our team is closer now than it was pre-pandemic.

We are not out of the woods yet, and we are finding it difficult not being out in the market meeting with customers and consumers alike, but we know we will be.

How about personally?

I have tried to stay very positive. I got married during COVID and consider myself very lucky to live in Park City, where I have access to lots of outdoor 50

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Keith Kelly with his wife, Evie.

space. I rode my bike an awful lot, getting lost in the mountain trails. But its been incredibly difficult to not see family. My parents and my brother’s family are back in Ireland and its been over two years since I’ve been home.

What do you bring to your new responsibilities at this point in your career?

I’ve been very fortunate to have learned from great mentors like Kevin Adams and Tom Carleo and I believe this is a natural fit given my experience and strengths.

Fortunately, I have an incredible team around me.

How would you describe your job responsibilities?

How would you describe New Balance’s position in the run specialty business?

I wish we had more inventory and that the global supply chain disruption was suddenly fixed! It is also difficult to work from behind a computer when one of the strengths of our team is our human connection.

We are all feeling that for sure.

That said, we are still optimistic and we’re very proud to work with the businesses within this channel. We have outstanding product that we believe in and our future product is insanely good.

Some things are out of our control, but like I tell our team, we work for a fantastic company and we have a product team that is making the best shoes and apparel in the industry. I know our retail partners are frustrated at our inventory delays, but we’re getting through it and in the second half of 2021 I hope we are back to business as usual.

© 2021 Diversified Communications

How do you envision that position evolving over the short and long term?

I’m only looking short term right now. We are working in abnormal circumstances and my goal is to help Kevin and my team navigate the challenges.

I haven’t been in a specialty shop in over a year and my good friend Kris Hartner of Naperville Running Company is the only retailer I’ve seen in person since the Olympic Marathon trials in Atlanta.

What is the New Balance social media strategy in 2021?

Our global marketing team has incredible digital leads that have revolutionized our social media approach. It’s a fewer, bigger, better approach to ensure our stories are impactful.

How’s that work?

Each region has their own paid strategy to drive sales and foster deeper relationships with consumers and customers. Our North America marketing team, led by Tracy Knauer, gives our channel great support, allowing our channel lead, James Carney, to create bespoke social media strategies to drive consumers into the doors of our retail partners. Its not rocket science, but the team certainly gets great return on their investment and it allows us on the sales side to focus on our jobs knowing our marketing team is driving demand creation.

Does this strategy involve your New Balance athletes?

Oh yes, I would be remiss to not mention our Team NB athletes. Their organic reach and they way they highlight our 51

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shoes and apparel is incredible.

start my day at 7 a.m. when the East Coast meetings kick off.

Working from home doesn’t suit my personality, but I have gotten into a nice groove of staying at it until the afternoon when I look forward to getting my training in.

How would you describe the state of run specialty in mid-2021?

The global supply chain issue is negatively impacting the run business from an inventory standpoint, but overall there are a lot of reasons to be very optimistic. There are millions of new runners, which presents a great opportunity for brands and retailers alike. After a year of isolation and limited movement it seems like everyone wants to get out and walk/run/ hike/ride/swim.

And run specialty retail’s role in this?

The specialty shop is a central hub in the local running community and so many runners are craving the engagement the store can offer. We know that runners are eagerly anticipating a return to events and it’s fair to say that we are experiencing a running boom that is only gaining momentum.

I hope the specialty retailer can capitalize on this and foster deeper relationships.

What can you tell us about the direction New Balance is headed?

We are delivering our backhalf product in the next few months and we are no doubt excited about the Fresh Foam More v3 and Vongo v5. Our new 860v12 delivers in September.

Any other hot products we should keep an eye out for?

The excitement for me is around our fast product like our Fuel Cell Rebel v2 and our RC Elite v2. Our athletes will

Cycling is one of Kelly’s passion.

be hopefully tearing up the track in our MDx spikes. The team has done an incredible job on the innovation side and as we enter 2022 you will see some of the most disruptive and inspiring product New Balance has ever created. To see the excitement on the faces of our account managers and Trackster team when they saw the new product tells me everything I need to know. The shoes can’t come soon enough!

What are your personal passions and interests? Are you a runner?

Without sounding cheesy, one of my passions is the work I do for New Balance. I truly love the running business and I love my team and the brand I represent.

That is a little cheesy, but okay.

So what’s your typical day like these days?

I live in Park City, UT, so I

What is that?

That leads me to my outside of work passion — cycling. I love the bike, its been a lifesaver. I was a decent runner, but a slew of injuries prevented me from ever achieving what I thought I could. However, on the bike I can ride as much as I want and aside from occasional crashes I feel zero pain.

That’s a busy day. How’s it usually end?

After my ride I sit down with my wife, Evie, stick on a record, crack a nice IPA or bottle of red, and talk about everything except work. The balance is very important to me and makes me better at my job. We both love travel and I love live music, so I’m counting down the days to a post-pandemic time when we can go to Europe and when I can get back into a dark, dingy room to see an awesome band.

Finally, what would you like New Balance to accomplish under your sales direction?

Very simply, I want to continue the work started by Kevin Adams and be the best partner in the industry. I want to see the team blossom and I want to see our Tracksters grow their careers within New Balance.

Ultimately, I want to ensure we always do the right thing by our customers. n

© 2021 Diversified Communications

Why Now?

Answering the question of why start a running shoe brand in the midst of a pandemic. / By Scott Tucker

D

o we really need another skeptical, about the world. I began to running shoe brand? A few question everything. years before the pandemic, 2. Running. My father started jogI thought a lot about that ging in the early 1970s, putting in his question, because I had an idea for evening mile around the neighborhood. how to design shoes by pace for better Good for the heart. While my running performance. was mostly around the soccer field and Starting any new brand, let alone runbaseball diamond (I was much better at ning shoes, is risky in the best of times, outsprinting my opponents than I was because there is so much out there already. The variety of competing Scott Tucker with his new Vimazi shoe. options is overwhelming. What could possibly compel someone who’s been in the run business for a long time, to enter the ring with the heavyweights?

Answer: A scientific discovery. It turned a tantalizing possibility into an imperative and brought together three of my primary interests.

1. Physics. Back in the 1980s I was fascinated by the science of two worldly phenomena: The ozone hole and the greenhouse effect. I fancied myself an environmentalist and so I struggled through a graduate program in atmospheric fluid dynamics, thinking I could contribute to the health of the planet.

(Side note: Both problems are manmade, but not related to each other.)

The education left me with some skills in physics and practice in scientific research. But mostly it made me even more curious, and 52

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at throwing or kicking), I cherished the attention I got at home for running fast.

And so it began.

3. Shoes. Life is rarely linear or predictable. By a million random collisions in the universe, 1995 found me happily working on trail running shoes for a little startup brand named Montrail. Talk about trial by fire! Fortunately, trail running shoes were experiencing a boom and all mistakes were forgiven. Few people will remember the Montrail product flops from those days, because, well, nobody bought them. But I learned much more from the mistakes, than I did from the successes.

An Epiphany In Running In another instance of random collisions, I had an epiphany while warming up for my 6 a.m. Tuesday track workout with my small group of high school teachers and crosscountry coaches. Early morning thought: Shoes could be designed by pace for better energy efficiency.

Yeah, my mind had wondered!

With a start, I realized that the forces under your feet should be related to how fast you are running.

And since a shoe midsole can only react to the force positioned directly above it, I would need to figure out how the forces varied heel to toe and with pace. Not in just a general

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sense, but with the relevant precision that would allow me to engineer the midsole properties correctly. Thus began the deep dive into the physics of running.

You m ight reasonably assume that my questions had been thoroughly answered in the hundreds of scientific papers on running biomechanics and that tuning a shoe by pace wasn’t a new idea at all.

I thought that may well be the case, too. So I began by applying the existing mathematical models to see how the midsole engineering might look.

However, nothing generated results that made any sense.

For example, the calculations suggested that for a 68 kg (150 pound) runner, I would need a shoe thickness in the range of 20 cm (eight inches) in order to get appreciable energy return.

Things were not looking good.

Either energy return was going to be impossible, the mathematical models didn’t apply to running or I didn’t understand how any of this worked. Either

way, I decided to dig deeper.

Time-out. There is a deeply personal story that helps explain my tenacity throughout this journey. In 2014, my 20-year-old son, Torin, died of a sudden heart failure during a 50 km cross-country ski race.

It’s impossible to describe the grief. But maybe you can understand how it shattered my world outlook and everything I thought I knew about life.

The Personal Story Things can come out of nowhere and life can be over in an instant no matter how healthy, faithful and virtuous you are. I don’t want my last thoughts in life to be how I should have had the courage to chase my dreams.

The discoveries occurred while I was looking back through data I had collected years before on foot forces and trying to understand what was going on. A detail jumped out at me that I had never noticed before — the data quite clearly showed how heel strike,

On-track product testing on the way to developing the Vimazi shoe.

Even if I never make another shoe in my life, the discovery changes 50 years of thinking in biomechanics and our understanding of injuries, training and what it takes to run faster. midfoot strike and forefoot strike were related systematically to impact measurements.

With precision!

Why hadn’t I seen that before? Because nobody had ever analyzed force data with this level of granularity under the foot.

I started pulling on that thread and pretty soon the mathematical connections between foot structures and impact as well as with propulsion fell into place. I found myself staring at the solution to the very old and very important unsolved problem of what accounts for the shape, the duration and the magnitude of the forces during running.

And the solution applied to any person at any speed. This is big stuff.

Even if I never make another shoe in my life, the discovery changes 50 years of thinking in biomechanics and our understanding of injuries, training and what it takes to run faster.

In other words, this is a very rare first. A black swan.

Back to the ‘Why?’ Back to the original question of why I’m launching a new brand in the midst of a pandemic. I knew that the data supported my original epiphany about how the forces change with pace; I knew how

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to account for weight, cadence and strike pattern; and I knew it made a big difference to shoe performance.

Fast forward a couple of years during which I tested the new theory in a collaborative human trials experiment (papers in process to come out this year) and built lots of prototype shoes incorporating the math and I’m ready to debut the first Vimazi running and walking shoes that are designed according to the pace you run so you can maximize efficiency and optimize cushioning.

Just another running shoe?

No, it’s much more than that.

It’s a new discovery about how we run.

Vimazi means “pace zone” and the “V” logo comes from the symbol for a velocity vector. It’s a lot of math and science just to make shoes that feel great and are made for how you run. But I think it’s worth it, because every runner can get the performance benefits, not just the super humans on the podium.

We’re making Vimazi available through select specialty and online. Finding the right Vimazi is intuitive and easy.

And when your tempo workout calls for a different pace than your long run or easy day, then your quiver of shoes is easy to pick, too.

Our fit, and I know a lot about engineering fit, is consistent across models. Therefore, a specialty retailer automatically has access to sell the entire line for margin, even if they only stock a couple models. Visit our temporary website to get more info; vimazirunning.com. n

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THE 2021

RUNNING SHOE GUIDE As 2021 hits its mid-point, Running Insight surveyed all of the major vendors of running shoes to run specialty to gather insight into what the second half of the year will look like on shoe walls across America. We asked for their one “focus shoe” that best defines their running lineup for late 2021, along with a “sneak peek” into what may coming down the road in the early months of 2022.

While run retailers surely have some of these brands and shoes ordered for Fall 2021, we are sure there are many in these next pages that will grab your attention. Run on!

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The 2021 Running Shoe Guide

361 Focus Shoe:Meraki 4 The Shoe: The Neutral shoe, the Meraki 4, an update to Meraki 3, represents the brand’s top-selling model.

361 has improved the overall cushioning by increasing the thickness of the forefoot outsole and midsole, without losing the responsive feel that has become a trademark of the brand.

MSRP: $130 Release Date: July 15, 2021 Sneak Peek: For SS22 361 will be introducing a mild stability shoe called the Kairos. It shares the same wellcushioned and responsive midsole as the Meraki 4, with a simplified upper for a modern, lightweight fit. The shoe will retail for $130 and 361 plans to pull forward inventory in time for the Holiday selling season.

ALTRA Focus Shoe:Torin 5 The Shoe: Altra continues to fine-tune the Torin, keeping its favorite parts of previous models and building upon them. The Torin 5 is designed with performance in mind for a focused fit and feel that’s both comfortable and locked-in. The new premium Altra EGO Max foam is light and luxurious while maintaining a cushioned ride. From everyday training to marathons and more, the Torin 5 provides a truly Altra running experience.

Sneak Peek: In 2022, Altra will provide speed – sleek and fast.

MSRP: $150 Release Date: June 1, 2021

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The 2021 Running Shoe Guide

ASICS Focus Shoe: NovaBlast 2 The Shoe: Following the success of NovaBlast, the second iteration of the energetic and disruptive performance trainer debuts in mid-June. The NovaBlast 2 maintains its heart and soul, providing plenty of the brand’s bouncy FlyteFoam Blast midsole compound while enhancing several key components. The NovaBlast 2 features improved stability through a wider base and adjustments to the midsole geometry.

The shoe also transitions to an 8mm drop, providing additional stability and a smoother ride. The upper is an all-new two layer engineered mesh, featuring a gusseted tongue for comfort and improved fit. Lastly, the NovaBlast 2 includes soft flat, slightly textured laces to ensure a great lockdown.

MSRP: $130 Release Date: Mid-June 2021

BROOKS Focus Shoe: Levitate Steathfit GTS 5 The Shoe: The Levitate StealthFit GTS 5 is for runners who want a sleek, closer-to-foot fit, a super springy ride and trusted GuideRails support. The shoe features DNA AMP midsole technology for high energy return, the GuideRails holistic support system that aligns the body in its natural motion path while keeping excess movement in check and a StealthFit construction that wraps and moves with the foot. A refined Fit Knit upper delivers more seamless structure and breathability and an integrated tongue streamlines the fit. This year Brooks added a GTS (go-to-support) option to its Glycerin and Launch styles and streamlined the shopping experience for runners who might want the plushness of the Glycerin but need additional support.

MSRP: $150 Release Date: August 1, 2021 Sneak Peek: Brooks is taking that same mindset to its Levitate series in our Energize category. In addition to regular + GTS, it is also adding fit options via its new Stealthfit technology.

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The 2021 Running Shoe Guide

DYNAFIT Focus Shoe: Ultra 50 The Shoe: The Ultra 50 GTX is a trail running shoe with extra cushioning and a comfortable fit, offering more protection on long alpine trails. Thanks to its Gore-Tex Invisible Fit membrane, the high-tech shoe features an additional waterproof barrier. The trail shoe was developed for athletes striving for long-distance running in alpine terrain, even when it’s wet out. The maximum shoe volume combined with a cushioned midsole and a grippy POMOCA outsole is the recipe for support on long runs. With the Invisible Lacing system, a layer of elastic fabric was added for further increased protection against dirt and stones entering shoes on the trail.

Drop: 8mm Weight: 310g (men’s US9) MSRP: $159.95

DIADORA The Shoe: For Fall 2021 Diadora will be presenting a new, Made in Italy model that will be its lightest and most cushioned offering in the performance run line-up. The concept, design, testing, innovations and adjustments are being done in-house at Diadora headquarters in Caerano di San Marco, Italy. The midsole will be entirely made up of DD Anima, its most responsive and cushioned foam that is currently found in the Equipe Corsa.

Sneak Peek: In 2022 and beyond shoes from Diadora will continue to keep innovating rapidly because everything is done in-house, from concept to the finished product.

The exploration of new midsoles compounds that offer the best experience in weight and response for all categories of running footwear from stability to racing and innovative production stories are the two key elements to expect from Diadora in 2022.

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The 2021 Running Shoe Guide

ENDA Focus Shoe: Iten The Shoe: The 2021 version of the Iten has been totally reworked to be the “perfect workout shoe,” whether heading out for tempo or a gym session. The big changes in the 2021 model include an upper that has been reworked to a breathable engineered mesh with a precise performance fit and the midsole has a new pocket of softer foam that runs from the ball of the foot to the heel to give more comfort, set in a bed of firmer foam so runners still have that same confident stable feeling on tight turns or when moving laterally.

Enda has also expanded the outsole rubber to cover the whole bottom of the shoe for better grip and durability, with the expectation that a pair should last 100-200km more. The shoe has 17mm under the forefoot with a 4mm drop, weighs 248 grams (8.7 ounces) in a European size 41, US men’s 8.5, US women’s 10.

MSRP: $110 Release Date: June, 1, 2021

HOKA ONE ONE Focus Shoe: Rincon 3 The Shoe: Billed as delivering the best cushion-to-weight ratio on the market and as “a results-oriented running shoe hyper focused on weight savings,” the Rincon returns this season in an even lighter silhouette. This aggressive redesign features an asymmetrical tongue, thinner pull tab and a vented-mesh upper for breathability. Melding a multitude of precision details, the light midsole foam sports aggressive cutouts and enhanced rubber coverage for improved durability., the reimagined Rincon 3 “blows previous iterations out of the water.”

MSRP: $115 Release Date: Pre-order July 15, 2021; available August 1, 2021

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The 2021 Running Shoe Guide

INOV-8 Focus Shoe:Trailfly Ultra G 300 Max The Shoe: The Trailfly Ultra G 300 Max, for ultra-marathon and long-distance running on trails, features the world’s first Graphene-enhanced foam, called G-Fly. The foam delivers 25 percent greater energy return and retains its optimum levels of underfoot rebound and comfort for longer, so runners feel faster and fresher over greater distances. Pioneering a new way for cushioned ultra-running shoes, the Trailfly Ultra G 300 Max also features an underfoot Adapter-Flex groove, allowing it to adapt and react to the terrain, along with GrapheneGrip rubber that delivers the tough trail traction, while the supportive upper fit adapts to the natural changes of the foot when running big miles.

Weight: 300g (average weight across size curve) Drop: 6mm (heel to forefoot differential) MSRP: $190 Release Date: April 2021

LA SPORTIVA Focus Shoe: Bushido II GTX The Shoe: Bushido II GTX is an expansion of the brand’s Bushido, which has long been La Sportiva’s best-selling trail shoe, now featuring Gore-Tex to make it a waterproof/breathable model for colder weather or sloppy running conditions. The Gore-Tex Invisible Fit membrane repels the elements without compromising fit while a balanced blend of traction and grip keeps runners secure on all types of terrain. Slip-on construction wraps the foot like a sock without compressing or exerting pressure points, while the outsole lug design wraps the midsole to provide added traction. Frixion XT V-Groove2 dual-compound rubber provides grip on wet or dry terrain and the padded tongue is ergonomic, breathable and stays in place with its gusseted construction.

MSRP: $169 Release Date: September 15, 2021 Sneak Peek: It’s safe to say La Sportiva’s Spring 2022 collection will be big in the mountain running category.

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The 2021 Running Shoe Guide

MERRELL Focus Shoe: Agility Peak 4 The Shoe: This cushioned, grippy trail runner is designed for runners who want a lot of protection on even the most rugged trails. Version 4 is updated with a slightly thicker midsole made of the lighter-weight FloatPro foam and a new Vibram Megagrip outsole for better grip on rock. Other features: Jacquard upper; integrated lacing system for a glove-like fit; gaiter D-ring; protective toe cap; external rear sling that locks in the heel; rock plate for protection; FLEXconnect dualdirectional flex-grooves in the midsole for enhanced ground connection; and it is vegan-friendly.

MSRP: $130 Release Date: June 1, 2021

MIZUNO Focus Shoe: Horizon 5 The Shoe: The Horizon 5 delivers one-of-a-kind cushioning through Mizuno Enerzy Foam – a dual layer midsole that is 17 percent softer and 15 percent more responsive than U4ic – and XPOP, plus stability and a secure fit. The outsole is a straight line design for flexible yet stable toe off, while a modified heel collar provides enhanced comfort. It all adds up to less pounding pavement and more ruling the roads. Weight 9.7oz; Drop 10mm MSRP: $160 Release Date: Spring 2021

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The 2021 Running Shoe Guide

NEW BALANCE Focus Shoe: Fresh Foam More v3

NEWTON Focus Shoe: Gravity+

The Shoe: The Fresh Foam More v3 delivers Fresh Foam underfoot for easy runs and long hours. A wider platform allows the foot to fully experience the midsole, while an increased rocker allows for a smoother transition. Data-informed outsole placement saves weight while providing durability and traction. A soft mesh upper is engineered with zonal areas of support and breathability. A bold branded logo with a 3D print design conveys premium plush.

Embroidered eyelets complete the no fuss fit upper construction.

MSRP: $165 Release Date: May 2021 Sneak Peek: Throughout 2021 New Balance will donate one percent of MSRP from all Fresh Foam Hierro v6 shoes sold in the U.S. to 1% for the Planet. The Fresh Foam Hierro v6, designed to tackle all terrain, features recycled tongue foam and a cork tongue badge and leverages a “no piece left behind” design approach that looks to minimize waste by using cutoff waste to create nested small components. Sustainability will continue to be a focus for New Balance in 2022 and beyond, both through strategic partnerships and products that meet its Green Leaf standard.

The Shoe: The core of Newton technology is rooted in material dynamics and its shoes have always featured a combination of plates, membranes and foams that when combined have helped millions become healthier and more efficient runners. Featured in the new Gravity+, the next generation of material dynamics elevates its patented Action/ Reaction Technology (ART) system to new levels. The XPS+ Plate is a new precision sculpted proprietary plate designed specifically for its ART system to enhance versatility, performance and comfort. Generated by the active movement of the lugs, it creates a responsive, trampoline-like cushioning system that provides quicker bounce-back and loses less energy than a traditional foam-core running shoe.

MSRP: $190 Release Date: June 15, 2021

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The 2021 Running Shoe Guide

NIKE Focus Shoe: ZoomX Invincible Run Flyknit The Shoe: The ZoomX Invincible Run Flyknit offers soft and responsive protective cushioning, designed and proven to reduce wear and tear, with a focus on the dedicated runner by leveraging the energy return of the midsole. Nike used its lightest and most responsive foam for an everyday trainer.

ZoomX foam was designed as its pinnacle race day technology — the midsole is 100 percent ZoomX with a high stack height and wide base to ensure maximum energy return and stability.

The company took innovation ideas from the Nike React Infinity Run Flyknit 2, such as the higher stack heights and wider bases, but increased the wow factor underfoot by using ZoomX foam. Stack heights: W size 8 = 32mm Heel, 23mm FF; M size 10 = 34mm Heel, 25mm FF. Offset: 9mm drop MSRP: $180 Release Date: February 18, 2021

ON RUNNING Focus Shoe: Cloudstratus The Shoe: The first On model to feature connected CloudTec layers, the Cloudstratus is designed for runners who seek supreme cushioning, with a re-engineered midsole for comfort coupled with support. For cushioning that’s big on energy return, durability and road protection, On added its signature Helion superfoam to the midsole, with a redefined inner sock construction. The wider forefoot and improved heel hold mean a customized fit and feel.

Approximately 75 percent of the polyester used is recycled, making the Cloudstratus forward-thinking in more ways than one. It’s durable yet dynamic and topped off with a star-lacing system that wraps the foot. Weight: 10.7oz (US M8.5), 8.7oz (US W7); Drop: 8mm MSRP: $169.99 Release Date: August 5, 2021

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The 2021 Running Shoe Guide

PUMA Focus Shoe: Magnify Nitro The Shoe: The Magnify Nitro provides long-lasting comfort with its advanced Nitro technology, which delivers responsiveness and cushioning through a thick layer of Nitro foam while the new molded heel technology hugs the foot in all the right places to make it breathable during activity. Magnify Nitro also features Pumagrip, a durable rubber compound that offers multi-surface traction, Profoamlite in the midsole – a lightweight high-rebound EVA that offers additional cushioning and durability – and a premium engineered mesh upper that was developed based on biomechanical research.

MSRP: $140 Release Date: Summer 2021 Sneak Peek: “In 2022 retailers can expect two things from Puma Running — consistency and innovation,” says Erin Longin, global director of the running and training business unit at Puma. “Our first goal is to continue to offer our current lineup of Puma running models that we hope our consumers are growing to love. Our second goal is to innovate with new products that will spark change in the industry.”

REEBOK Focus Shoe: Floatride Energy 3 Adventure The Shoe: Floatride Energy 3 Adventure reimagines the award-winning Floatride Energy 3 model through the lens of the outdoors and adventure.

It combines the standards of the Floatride Energy 3 model with enhanced, durable features to create a high-performance running shoe built for the runner to transition from the road to the trail. Key features include a reinforced toe and heel to add durability and water protection at high wear areas; 100 percent recycled plastic mesh and 100 percent recycled plastic ripstop; and Floatride Energy 3 midsole and outsole.

MSRP: $110; Release Date: July 8, 2021 Sneak Peek: “We’re very optimistic about 2022,” says Keith Stern, senior product manager–running footwear at Reebok. “We believe if you run, you’re a runner and we focus on building products for all types of runners.

With the increase in new runners we are focused on continuing to improve our award-winning Floatride Energy product offered at an accessible price with great value. For us, that means delivering lightweight cushioning that is comfortable, wearable and built with sustainable materials.”

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The 2021 Running Shoe Guide

SALOMON Focus Shoe: Ultra Glide The Shoe: The Ultra Glide is made for all-day comfort on any trail. The brand has packed it with as much grip, fit and lightweight comfort as possible. Together, runners will be ready to glide through any long-distance challenge.

Offset: 6mm (32mm/26mm); Weight: (m) 9.1 oz (w) 7.7oz MSRP: $140 Release Date: June 1, 2021

SAUCONY Focus Shoe: Endorphin Trail The Shoe: The Endorphin Trail takes Saucony’s signature Speedroll technology off-road for the first time, with a thick stack of responsive, featherweight PWRRUN PB cushioning wrapped in a net mesh for added durability that propels runners forward effortlessly. Its secure fit, grippy PWRTRAC outsole rubber and versatile ascent/descent-friendly lug configuration are all designed to give runners confidence on any terrain.

MSRP: $160 Release Date: June 15, 2021 Sneak Peek: Saucony 2022 includes the planned launch of a style in January that redefines what stability feels like, along with updates on some of its road and trail franchises with an overall smoother, lighter and faster ride. Saucony is also taking trail running to the edge with a Fall 2022 product launch. Along with new product is a focus on sustainable design, building on what it learned from this year’s 100 percent natural Jazz Court RFG. Plans for 2022 include the launch a more sustainable running shoe that uses a biobased cushioning material in place of traditional plastic-based foams.

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The 2021 Running Shoe Guide

SCARPA Focus Shoe: Spin Infinity The Shoe: The newest member of Scarpa’s Spin family, the Spin Infinity is its most cushioned offering. Designed for long distance trail training and ultra-racing, the Spin Infinity has a dualdensity EVA midsole, featuring a low density base that provides cushioning and impact absorption, and its Foot Stabilizer Control system (FSC) is a firmer EVA layer that encircles the perimeter of the midsole and also spans the arch area, providing lightweight stability and torsion control. The midsoles 4mm drop encourages an efficient stride and secure ground contact is assured by the Vibram outsole, combining 4mm lugs and Megagrip rubber to optimize traction and grip. The mesh and welded PU upper with Sockfit construction is light and breathable but still provides footwrapping support and a secure fit. This combination of upper and outsole package results in a blend of weight savings, cushioning, support and traction.

MSRP: $149 Release Date: May 2021

SKECHERS Focus Shoe: GOrun Ride 9 The Shoe: The versatile Skechers GOrun Ride 9 is the latest generation in the Skechers GOrun Ride series of lightweight, neutral, well-cushioned running shoes. It’s designed with an engineered mesh upper and highly responsive, long-lasting Hyper Burst midsole cushioning.

Skechers M-Strike technology promotes efficiency in each stride and a Goodyear Performance Outsole provides enhanced traction, stability and durability. The official training shoe of Edward Cheserek, Skechers GOrun Ride 9 is a neutral trainer for logging miles in preparation of upcoming races. Weight: 8.4oz/238g (Men’s 9)/6.8oz/193g (Women’s 7); Stack Height: 28mm–34mm; Offset: 6mm; MSRP: $135 Release Date: Summer 2021

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The 2021 Running Shoe Guide

TECNICA Focus Shoe: Magma The Shoe: The Magma bridges the gap between a trail running, hiking and approach shoe by delivering protection, stability and grip in a lightweight package.

The upper and footbed are pre-shaped around a specific anatomical last to deliver feel and fit. This anatomical fit also provides greater midfoot support and heel hold.

Highly durable, the lightweight construction offers a classic tongue design for a faster step-in, combined with an integrated lacing system for improved precision.

MSRP: $140 Release Date: Spring 2021 Sneak Peek: Tecnica is rebuilding its run offering for S23 and beyond, with a new approach, team and full commitment to developing the right specialty run products. It is concentrating on the North America market and using North American teams to build the future of its specialty run and outdoor business.

THE NORTH FACE Focus Shoe: Vectiv Enduris The Shoe: A slight update to the style launched in Spring, the key differences in the Vectiv Enduris are a Futurelight Waterproof membrane and a deeper 5mm lug for improved traction. Among the many other features is a breathable airmesh upper for comfort and an adaptive fit; a soft, padded tongue for comfort; no-sew TPU overlays in the quarter, toe and heel for protection and to hold the foot in place; OrthoLite footbed; Vectiv technology in the sole designed to help maximize energy on the trail; dual-density 3D TPU plate underfoot for multi-directional stability and forward propulsion; rocker midsole geometry engineered to create long-lasting forward propulsion; and a Surface Control rubber outsole optimized for trail running in any conditions. The men’s color is Black/Monterey bule and the women’s is Deep Eggplant Purple/Transantartic Blue.

MSRP: $160 Release Date: July 1, 2021 Sneak Peek: The North Face plans to expand on the Vectiv platform to reach a wider consumer and dealer base.

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The 2021 Running Shoe Guide

TOPO Focus Shoe: Phantom 2 The Shoe: The Phantom 2 sits on a 33 x 28 mm platform and features a ZipFoam core to deliver a cushioned, responsive ride underfoot. An external TPU heel counter offers additional support. The engineered mesh upper eliminates overlays, providing a secure and breathable fit.

MSRP: $140 Release Date: Spring 2021

UNDER ARMOUR Focus Shoe: UA HOVR Mega The Shoe: The Under Armour HOVR Mega is the newest, lightweight high-cushion addition to the HOVR franchise. It features UA HOVR foam + mesh Energy Web that has been unaged — with more cushioning runners get more energy return in every step. With a two-pronged Pebax spring plate, 18/26mm stack height and a light 10.02-ounce weight, it is designed to provide a fast, cushioned ride without sacrificing energy return.

MSRP: $140 Release Date: August 18, 2021

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The 2021 Running Shoe Guide

VEJA Focus Shoe: The Marlin The Shoe: The Marlin sets the focus on performance, with a minimalist construction and sharp midsole geometry that provides fast sensations and comfort in a durable package. The L-Foam forefoot insert gives 80 percent energy return with multidirectional flex grooves to enhance footwork, while the L-Foam heel insert absorbs shocks. A bootie tongue construction provides a snug fit. Single-layer knit upper and minimalistic construction of knitting and Pebax give its light weight.

MSRP: $180 Release Date: April 2021 Sneak Peek: For the coming seasons Veja will keep developing its range to offer options for those enjoying movement in all of its shapes and forms and plans to keep pushing the connection between natural and technical materials.

VJ SHOES Focus Shoe: Ultra The Shoe: The Ultra is VJ’s first cushioned shoe, made for the trail, made for distance. More comfort is provided with a wider toe box on top of the cushion. A blend of an EVA midsole and VJ Grip featuring 100 percent butyl rubber, the Ultra also features a new, breathable upper with improved durability with the custom mix of Kevlar and nylon fibers.

Aggressive lugs ensure maximum grip, while the design of the shoe supports an easy push off. Unisex; 265g/9.35 oz.; 6 mm drop; 5 mm lugs.

MSRP: $170 Release Date: Spring 2021

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The 2021 Running Shoe Guide

XERO Focus Shoe: HFS The Shoe: For Fall ‘21 Xero is introducing new colors for one of its best-selling styles HFS style, its most versatile running shoe with its hyper flexible sole and tire-inspired tread. Low to the ground for balance and agility, with a wider foot-shaped toe box to let toes spread, flex and move, along with a breathable welded upper and moisture-wicking liner. Lightweight at 6.9 ounces for a men size 9, along with an adjustable mid-foot and instep strap for a secure fit. The patented FeelTrue outsole also provides protection and traction, along with the ground-feel runners need to navigate any terrain. Backed with a 5000-mile sole warranty.

MSRP: $110 Sneak Peek: For 2022 Xero is developing Zelen, a road runner with biodegradable and recycled materials that push the limits of performance and sustainability. At its core, Zelen maintains the Xero Shoes DNA — a foot-first design that allows for natural movement and feedback with a highly breathable upper, versatile sole, featherlight weight, with a $120 tentative MSRP.

SAVE THE DATE November 30 to December 2 | Austin, TX

Connect, learn, and do business with top brands at the running industry’s premier event for run specialty retailers and race directors!

Learn More & Get Updates at therunningevent.com

Put The Running Event on your calendar and join us November 30 to December 2 in Austin, TX.

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one more thing

Some final “halfway” motivation and advice for the remainder of this year of recovery and rebirth.

The man who says he is willing to meet you halfway is usually a poor judge of distance. — Laurence J. Peter When you see a roadblock or challenge as an opportunity, it is amazing how you are already halfway there. — Frances Hesselbein

A lie gets halfway around the world before the truth has a chance to get its pants on. — Winston Churchill A well-ordered life is like climbing a tower; the view halfway up is better than the view from the base, and it steadily becomes finer as the horizon expands.

— William Lyon Phelps 70

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Because you can’t do anything halfway, you’ve got to go all the way in anything you do.

— Jerry Bruckheimer

You don’t jump out of an airplane and stop halfway. It’s all the way. — Jesse White

Believe you can and you’re halfway there.

— Theodore Roosevelt

A halfway decent haircut will go a long way! — G-Eazy

© 2021 Diversified Communications

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sport superfuel

high carbohydrate drink mix 400 calories per serving Order at sales@skratchlabs.com or 800-735-8904 www.skratchlabs.com

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