Running Insight 9.1.2020

Ya Gotta Accessorize ... New products and advice for selling the category. Page 22

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

MARCH 16, 2020 SEPTEMBER 1, 2020

BACK ON THE TRAIL

Run specialty turns to trail running as a key category as it heads into the important Fall 2020 season.

Sabrina Pace-Humphreys pushes for diversity on the trails. Page 18

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Keep On Running Even though The 2020 Running Event is cancelled, we will meet again soon as run specialty remains strong.

Dear Run Specialty Community, It is with great disappointment that we had to bring you the news recently that we will not be able to meet in person, as intended, in 2020.

As we announced to the industry last month, due to ongoing health and safety issues caused by the COVID-19 pandemic it has become necessary to cancel the 2020 edition of The Running Event, which was scheduled to take place on December 1-3, 2020, in Austin, TX. Despite some re-opening measures nationally and locally, there are still far too many uncertainties about the impact that COVID-19 will have on travel and mass gatherings this December. Accordingly, it is impossible to hold an event that would provide a valuable experience for the run specialty industry.

Christina Henderson Event Director/Publisher

But there is some good news. While we are disappointed we will not be seeing our friends in the running community this December, we are happy to announce that we plan to return to Austin for The Running Event from November 30–December 2, 2021. Mark it on your calendar!

And since we do not want to wait until December 2021 and the next edition of The Running Event to see you again, we are moving forward with plans for an exciting and novel Spring 2021 event that will allow you to conduct business in a safe and productive way. Please stay tuned for further communications from our team as we seek your valuable input on that opportunity.

We sincerely thank everyone in the run specialty community for their continued support as we navigate these difficult times and we look forward to providing a better-than-ever experience for all at the 15th edition of The Running Event in 2021!

Please do not hesitate to contact me with any questions or feedback.

Stay well and healthy!

Sincerely, Christina Henderson Event Director, The Running Event Publisher, Running Insight

Cover Photo: Inov-8

chenderson@Divcom.com

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2020 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Divesified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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The Trail Issue

OFF THE BEATEN TRAIL W

e all know how the global coronavirus pandemic has negatively impacted the running industry — with the postponement of the 2020 Olympics, cancellation of the public races of all Marathon Majors, cancellation of the spring high school and college track seasons and the temporary closure of hundreds of 4

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brick-and-mortar running shops. But participation in running appears to be booming nonetheless and especially trail running.

Here’s a look at the ways off-road running is growing and cues to where it could continue a significant upward trend in 2021.

1. Trail Running Participation With gyms closed and most races

canceled, people are hitting the trails this year more than ever before to maintain their fitness and their sanity. It’s hard to quantify that growth just yet, partially because there are no races to track participation. By way of media reports, online shoe sales, land agency use figures, participation in virtual events and general observations, it’s pretty clear there are more people running

© 2020 Diversified Communications

Photo: Brian Metzler

Even in the age of COVID-19 – or perhaps because of it – the future of trail running is bright. / By Brian Metzler

Off the Beaten Trail (continued)

Several next-generation trail running shoes have recently hit the market, including the Brooks Catamount ($160) and the Nike Pegasus Trail 2 ($130).

this year. Trail use has been so popular in many places – from Fort Wayne, IN, to Estes Park, CO – it’s forced some national, state and regional parks to limit access for safety concerns.

“There are definitely more people out on the trails before, so trail use is up and probably trail running, too,” says Martin Schneekloth, a Huntsville, AL-based ultrarunner who is a member of the Altra Red Team and ran both the H9 Trail Marathon in Georgia and the Pikes Peak Marathon in Colorado in recent weeks.

“The question will be how many people stick with it, how much retention there will be. If we’re talking about road runners heading to the trails for the first time, it will probably help grow trail running quite a bit.”

2. Fastest Known Time Craze While many (but definitely not all) trail running races have been canceled, there are still a lot of runners moving extremely fast out on the trails.

The Fastest Known Time trend 6

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– essentially the act of setting records on trails – has been growing gradually for years, but it’s been booming this year.

In 2015, there were 222 new FKTs reported, but that figure grew to 530 by 2018 and more than 1700 through the first half of this year. There were 151 verified FKTs added to the FastestKnownTime.com site in July, 2019, but in July, 2020 a whopping 566 new trail records were added. While those actual numbers might seem relatively small, many of those new marks have been set by top-tier athletes and have been turned into news stories and social media posts that have inspired more runners to get out on the trails.

“It’s just exploded since April and it’s never let up,” says Peter Bakwin, one of the co-founders of the FKT concept. “With most of the races canceled, it seems as if everyone is out running fast on trails. We’re basically overwhelmed by the volume.

It’s creates a giant opportunity, but it’s not really an opportunity that we were prepared for — like

On Aug. 23, nearly 800 runners competed in the annual Pikes Peak Marathon in Manitou Springs, making it one of the world’s biggest running events since the Los Angeles Marathon on March 8.

everyone else who was caught off-guard by the pandemic.”

3. The Return of Trail Races While almost all road races have been canceled since the spring, trail running races have been happening throughout the U.S. since June. Although some states still haven’t allowed athletic events to take place, Colorado, Ut a h, Georgia, Alabama, Ohio and California are among the states that have allowed races to proceed on a limited basis by following federal advisories from the Centers for Disease Control and state and local social-distancing regulations and safety practices.

The American Trail Running Association has helped the cause by creating Guidelines for Trail Running Events in the COVID-19 Era for race directors, as well as a checklist for individual runners to feel safe.

On Aug. 23, nearly 800 runners competed in the annual Pikes Peak Marathon in Manitou Springs, making it one of the country’s biggest running events since the Los Angeles Marathon on March 8. (The Pikes Peak Ascent was canceled to avoid the shuttle bus scenarios required to bring people off the 14,110-foot mountain.)

Many of the big trail races were postponed or canceled in the spring and summer, including Chuckanut 50K, Seven Sisters, The Dipsea, Western States 100, Hardrock 100, Broken Arrow Skyrace and the Leadville Trail Marathon, Silver Rush 50 and the Leadville 100, Vermont 100. Given that some of trail running’s marquee races have small participant fields to begin with, there will likely be a logjam of runners for years to © 2020 Diversified Communications

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

So we focused on the items every runner needs.

Minimalist designs for maximum performance.

Off the Beaten Trail (continued)

The North Face Flight VECTIV ($199) has an energy-returning carbon-fiber plate embedded in the midsole.

come trying to get into popular events.

4. Ultrarunning Growth What’s next in trail running?

Ultrarunning has been growing steadily for the past 10 years – by as much as 345 percent according to one report from RunRepeat.com/International Association of Ultrarunners – and figures to continue growing into the new normal brought about by COVID-19.

Two key points are that 12 to 15 percent of the annual 330,000 runners hail from the U.S. and ultrarunning participation is growing faster that marathon participation since 2009.

Once considered an oddity, there are numerous races ranging from 150 to 240 miles and most sell out months in advance, says Candice Burt, 8

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whose Destination Trail event c ompa ny h a d pla n ne d t o organize four 200-mile races around the West this year.

Three of those events had to be canceled, but the Oct. 9-13 Moab 240-Mile Endurance Run will be run under new COVID-19 safety guidelines in Utah with a full field of 200 runners.

“We’re seeing a lot of interest, that’s for sure,” Burt says. “With 200-mile races, I think there are ultraruners who are interested in the next big challenge, but we’re also drawing people who are in it for the pure adventure and even thru-hikers who appreciate the journey and the community of that kind of quest.”

5. New Year, New Gear Several shoe brands have made a bigger push into trail running

over the past two years – including Nike, Brooks, Skechers, Topo Athletics, Under Armour, Saucony and On – trying to take some of the market share that Altra, Hoka and Salomon dominate as the North American leaders in the category.

Brooks has got t en rave reviews after launching its long-awaited Catamount ($160) lightweight performance shoe with a sticky rubber outsole and the brand’s new nitrogeninfused DNA Flash midsole compound.

Nike Pegasus Trail 2 ($130), updated with a tackier outsole, improved stability and fit, has also been well-received.

Mea nwh i le, i nov-8 just debuted the TerraUltra G 270 ($160) with an improved version of the Graphene Grip rubber it unveiled last year, plus a new

TPU-PowerMax Flow foam and a unique new adaptable fit upper.

The brand quietly creating the biggest buzz in the trail running space is The North Face.

With a revamped footwear team based out of the new Denver headquarters, TNF has developed a patented technology for trail running and light hiking models known as the VECTIV platform. The 2021 line, which will launch in February, will include eight models for men and women with the marquee model being the Flight VECTIV ($199), a durable and protective long-haul trail runner with an energy-returning carbon-fiber plate embedded into the midsole foam similar to the high-tech marathon racing shoes that have become all the rage for running on the roads in the past few years. n © 2020 Diversified Communications

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The Trail Issue

Opportunities Along

The Path

Even in a COVID-19 world there are opportunities for run specialty. / By Dirk Sorenson, Sports Industry Analyst, The NPD Group

O

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Photo: Runhouse

ur new reality has brought along with it many challenges and forced us to reinvent most of our daily routines — from how we work and play, to how we socialize and exercise. This has prompted radical shifts in buying trends across the athletic, outdoor and sporting goods markets and has opened doors for opportunity in many of these areas. Sales growth has been more obvious and immediate for some markets, such as cycling and home fitness equipment, which have been reaping gains since the onset of the pandemic, and has taken more time to ripen for others, such as running footwear.

It should come as no surprise that the numerous physical store closures across sporting goods and specialty retail have had a negative impact on the U.S. athletic footwear market in the first half of 2020. Sales of athletic footwear sold across specialty sporting goods and e-commerce and large format sporting goods stores were down 10 percent to $5.6 billion compared to the same period last year, according to data from The NPD Group’s Retail Tracking Service.

The impact of store closures also becomes evident when compared to online sales.

During this same six-month period, athletic footwear sales sold through the sport Š 2020 Diversified Communications

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Opportunities (continued)

Consumers looking for fitness opportunities outside of the gym have driven the growth of running shoes, with trail and road running shoe sales especially strong.

specialty e-commerce channel grew by double digits compared to last year. Given all the retail closures from March through June, an e-commerce sales surge was a natural outgrowth.

In June, overall athletic footwear sales reversed the trends seen in previous months and grew compared to the same month in 2019. Several positive trends began to emerge for this market in June, as many physical retail outlets began the re-opening process. While many are not yet fully operational, brick-and-mortar sales are trending more positively than during the height of the pandemic.

Trail Shoes Benefit What has also developed is a genuine consumer interest in purchasing trail and road running shoes. Overall running shoe sales were up nine percent in June 2020 compared to the same month last year.

There are a few unique factors driving this increase. The sales growth may be a consequence 12

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of consumers looking for fitness options that fit with the need for social distancing with many gyms and fitness clubs still closed. In addition, during the lockdown period and into June, many Americans working from home added time back into their day and may have been willing to more earnestly turn to running as an activity, due to their revamped schedules.

Leveraging the growth experienced in June will be no small task for run specialty stores.

NPD’s Checkout data suggests that consumers have only accelerated their purchases via the online channel and that this change in behavior may never return to pre-COVID-19 levels.

This is a critical challenge that must be addressed.

Several trends that occurred at run specialty stores in June are worth careful examination.

Running shoe sales sold through this channel were down five percent in June compared to last year. This result is not unexpected, as run specialty stores

Women’s Shoes Remain Strong Breaking down this five percent sales decline, the fact that women’s running shoe sales were flat and men’s were down 10 percent supports that women are continuing to be the key demographic for running.

Women’s shoes carried a slightly higher average selling price in the run specialty channel — $119 as compared to men’s at $117. Focusing on this healthier market of women’s product and the brands gaining share in this space is an important move towards generating growth in the second half of 2020.

Br a nds such a s Ka rhu, Salomon and Altra all had impressive growth in June for women’s running. Merchandising these brands alongside established ones such as Brooks, Hoka One One, Asics and New Balance, which all have a proven track record of performing well among women, will help to establish run specialty stores as a destination for running shoe purchases.

A second opportunity for run specialty stores is found by embracing the surge in the home fitness equipment market.

Cardiovascular equipment has never had a better six months of sales. In the first half of the year, sales for this type of equipment amounted to $682 million, an 80 percent increase over the same period last year. Treadmills grew even faster, up 149 percent, and in June alone 56,000 new treadmills were sold. The at-home fitness trend will create

numerous add-on sales opportunities and run specialty stores should pursue ways to capture their fair share of these add-ons.

Being the neighborhood expert on running programs suitable for treadmills, merchandising add-on products that can be used with treadmills – such as water bottles, treadmill attachments and equipment mats – will help signal to the new treadmill owner that the run specialty store is a destination for advice.

Finally, it is worth noting that June growth for running shoes occurred during a period when almost every running event had been cancelled. Shoes in the opening price points also had greater sales gains than premium shoes, which indicates that these consumers are new to running and are seeking the health benefits of the activity as opposed to the experience of racing. With this knowledge, stores need to pivot towards messaging about the fitness benefits as opposed to the racing and speed benefits of product.

As retail emerges from the COVID-19 crisis, run specialty stores are capable of gaining more share of the running market today than prior to the pandemic. Focusing on women, the expanding at-home fitness trend and lifestyle running are the ingredients of success. n Source: T he NPD Group/ U.S. Retail Tracking Service/ January-June 2020.

Footwear figures are based on sales within the athletic specialty/sporting goods, outdoor specialty, run specialty and sport specialty e-commerce channels. © 2020 Diversified Communications

Photo: Runhouse

were in a transition period and working through how to operate a brick-and-mortar space with social distancing rules.

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The Trail Issue

The Trail Aid AllTrails helps to safely connect runners, hikers and outdoor enthusiasts to trails near and far. / By Daniel P. Smith

I

t was business as usual for Ron Schneidermann and AllTrails through the opening two months of 2020. The free mobile app and website that sparks outdoor adventures by broadcasting data, maps, reviews and photos of more than 100,000 trails across some 150 countries was continuing its steady run of growth.

Then, the World Health Organization named COVID-19 a pandemic on March 11 and “everything ground to a halt,” Schneidermann recalls. Shelter-in-place orders became commonplace across the U.S., public lands closed and questions swirled about the amplitude and duration of the coronavirus-related shutdowns.

“There’s no playbook for this,” says Schneidermann, who joined AllTrails in 2015 and has served as its CEO for the past year.

Promoting Safe Trail Use As U.S. residents escaped to the outdoors to run, walk, bike and hike, movement many adopted to counter COVID-19’s stress and uncertainty, AllTrails momentum accelerated throughout April and into May as park closures lifted, shelter-in-place orders eased and the weather turned.

In May, AllTrails app installs jumped 119 percent over May 2019, while the platform saw a record number of active users – people using the app while on the trails – on May 24. The outdoors digital guide also saw its mid-week utilization soar as people took to the trails at three times the rate of previous years — growth that persisted throughout the summer months.

“People turned to public lands for a release and our utilization reached an alltime high,” Schneidermann says.

That reality ignited a deep sense of responsibility in Schneidermann and the 14

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AllTrails is helping people safely and confidently take to the trails during the COVID-19 pandemic.

AllTrails’ team. As people turned to the platform for information on trails they could explore, AllTrails wanted to promote safe, responsible use.

In partnership with its board of medical advisors, AllTrails released guidelines for safe trail use. These included: • Bringing a mask or bandana to wear, if only to use when passing others.

• Avoiding trailheads with expansive parking lots.

• Using AllTrails activity data tracker to plan trail activity during quieter times.

• Opting for outings on local trails rather than traveling to popular outdoor recreation destinations.

AllTrails also unveiled several features and filters designed to help promote social distancing and safety on the trail, including a new “Trails Less Traveled” filter that pointed users to less congested trails. In addition, route-type filters denoted loops as opposed to out-and-back routes to limit contact with other trail-goers, while an updates feature shared news of closures as well as the availability of key amenities

© 2020 Diversified Communications

like restrooms or parking lots.

“We wanted to get information out there so people could explore the trails safely,” Schneidermann says. “With increased utilization on the platform, we felt a greater sense of responsibility to help people keep themselves and their communities safe.”

An Ally for Run Specialty AllTrails’ surging pandemicera growth highlights the 10-year-old platform’s value to runners and, potentially, run specialty retailers.

The hand-curated content includes a range of information to promote informed trail use, including length and elevation gain, photos, terrain details and

“We see a cool opportunity to bridge the online and offline worlds, specifically with in-store activation.”

Ron Schneidermann, CEO, AllTrails

maps. To deliver peace of mind, AllTrails also offers users the ability to download maps for offline use, provides off-route notification alerts and boasts a lifeline feature that stores safety contacts.

“There’s growing recognition of the physical, mental and emotional benefits of being outside,” Schneidermann says. “AllTrails taps into that and makes it easy to hit the trails.”

And that, Schneidermann continues, makes AllTrails a friendly ally for run specialty shops.

He encourages retailers to leverage the AllTrails’ platform as a free resource to further connect with and support customers’ fitness pursuits,

providing something interesting, relevant and helpful to their customer base. On the store’s website or via social media, for instance, a store can share a list of local entry-level trails, nearby dog-friendly trails or the top trails for one-day excursions.

“We see a cool opportunity to bridge the online and offline worlds, specifically with in-store activation,” Schneidermann says, noting that some shops have posted a QR code for AllTrails in their stores so customers can easily download the app.

“People are full of hope and aspiration when they buy a pair of running shoes and we want to be that bridge for how they can use that product to its potential and create sustainable habits.” n

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The Trail Issue

Sisters on the Trail Gina Lucrezi builds a dynamic community delivering inspiration for trail-running women. / By Daniel P. Smith

A

fter a decorated r un ning career at DeSales University in Pennsylvania that included 10 Division III All-American honors and a national title in the 1500-meter run, Gina Lucrezi asked herself a simple, yet ultimately daunting question upon graduation in 2005: What’s next?

Interestingly, the Pennsylvania native found her next running adventure not on the track or the road, the two most frequent destinations of post-collegiate running stars, but in the solitude of the trails.

And today, Lucrezi is among the foremost champions of women’s trail running as the founder of Trail Sisters, an upstart, grassroots organization devoted to growing “women’s participation and opportunities in trail running through inspiration, education and empowerment.” Over the last four years, Trail Sisters has evolved from an online journal into a robust community that boasts approximately 100 local 16

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running groups, hosts runner retreats and issues grants enabling women to pursue ambitious trail adventures.

Creating the Community A cross-country and track purist, Lucrezi never much considered trail running – that is until she met American Trail Running Association (ATRA) founder Nancy Hobbs while interning with the United States Olympic Committee in Colorado Springs, CO, in 2008.

“Nancy took me under her wing and I got hooked,” Lucrezi says. “I loved the independent feeling of trail running and the freedom it brought.”

As Lucrezi pursued her newfound love for the trails during her personal time, she found complementary professional pursuits.

She landed a marketing gig with inov-8, the U.K.-based footwear and apparel brand with a hefty presence in trail running, and crafted branding plans, organized media

and managed the athlete team among other duties. She followed that up with additional posts offering unique glimpses into the trail running world – in advertising sales with Trail Runner magazine, in business development with iRunFar.com and with athlete and event management for Julbo Eyewear and Ultimate Direction.

But as Lucrezi became more deeply involved in the trail running world, both personally and professionally, she identified a troubling reality: a perplexing lack of content, encouragement and representation of women in the sport.

“It was men on the covers of race posters and on the marketing ads,” she says. “I felt as if women were on the outside looking in and there was neither emphasis nor encouragement for women to hit the trails.”

Lucrezi launched Trail Sisters in 2016 to fill that void.

“There was no other place fostering something like this for women, even though there should have been,” she says.

A space singularly devoted to the female perspective and voice in trail running, the digital platform started simply: an online journal for women, by women, to share perspective, advice and stories related to trail running.

In an April 11, 2016, welcome letter on the site, Lucrezi introduced Trail Sisters as “a podium for female expression … that generates a healthy well-being and helps you to excel with your outdoor passions and goals.” Its earliest posts covered a smorgasbord of topics — thoughts on the appeal of trail running, handling fear, trail conservation and adventure essentials.

“It was an opportunity for women to share their experiences on the trails with others,” Lucrezi says.

Over the past four years, Trail Sisters’

© 2020 Diversified Communications

crowdsourced journal has grown from Lucrezi and a handful of her closest trail-running allies into an international community boasting some 400 contributors and nearly 600 posts.

As the online journal gained steam, Lucrezi began exploring alternative ways to expand the Trail Sisters community to further inspire and empower women in the sport. That led Lucrezi to host discussions and presentations at run specialty and outdoors shops, to sanction Trail Sisters running groups in communities across the U.S. and to unveil women’s-only trail running retreats. Sponsored by the likes of Merrell, Smartwool and Skratch Labs, the bi-annual Run With Her retreats consistently sell out.

With the support of Under Armour, Ultimate Direction, Tailwind Nutrition and others, Lucrezi launched Team Trail Sisters in 2018, an inclusive group for women who are active in their local communities, participate in race events and stand eager to beat the Trail Sisters’ drum.

And alongside Merrell, Trail Sisters established the Trail Run Adventure Grant. From some 250 applicants each year, Trail Sisters awards six $500 grants to women who want to chase their dream trail run adventure. Recent grant winners have used the funds to traverse the Three Sisters Loop through the Cascade Mountains, to trek the 273-mile Lebanon Mountain Trail and to tackle the highrising West Maroon Pass from Crested Butte to Aspen.

“Historically, women are trying to play catch up, but I truly feel our programming and offerings are having an impact and push for the inclusion, recognition and support Trail Sisters is all about,” Lucrezi says.

Lucrezi attributes the growth of Trail Sisters to a swelling number of women interested i n t r a i l r u n n i ng, a t rend documented by the likes of ATRA and the International Association of Ultrarunners.

For some, Lucrezi notes, the appeal of trail running begins with curiosity or a desire to seek

Merrell and Trail Sisters team up EARLIER THIS YEAR, MERRELL AND TRAIL SISTERS partnered to deliver special edition designs of the Antora and Banshee, two of Merrell’s most popular trail running models.

Trail Sisters founder Gina Lucrezi handpicked artist Sarah Uhl to design the print of the women’s-specific footwear, specifically asking Uhl to make the shoes as loud and proud as possible.

The footwear accomplishes that with its bold blue color and red mountain vistas while some of Lucrezi’s favorite mantras – “Take a bet on yourself.” and “Success is achieved by those willing to try.” – line 17

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challenges beyond the road. Others, meanwh i le, a r e e a ge r to embrace a more independent side or to escape eyeballs – and judgement – by running in an out-ofthe-way environment.

The Retail Opportunity W h a t eve r t h e individual’s reason, Lucrezi considers women’s swelling enthusiasm for trail running a positive for running retailers given that women tend to spend more than men in running footwear and apparel while trail runners as a whole typically invest heavily in the Gina Lucrezi has brought together a welcoming sport. She suggests sisterhood on the trail in forming Trail Sisters. workshops on topics such as trail awarethe intimidation factor of trail ness and “no-drop runs” in running and promote it in their which the entire group regu- communities. larly reconvenes on the trail “There’s a lot of money to be throughout a run as avenues run made if run specialty stores are shops might explore to minimize smart,” Lucrezi says. n

the shoe’s upper.

“Sarah was the hands to my brain,” Lucrezi says of the vibrant Uhl-designed footwear, which earmarked proceeds for Trail Sisters’ grants and outreach programs.

Merrell marketing manager Erika Derylo called the collaboration an attempt “to increase visibility and participation of females in the trail running community.”

“These shoes are a celebration and catalyst of females coming together to be unstoppable, both on the trail and within their daily lives,” Derylo says. n

© 2020 Diversified Communications

The Trail Issue

Seeking Diversity in Running Black Trail Runners formed to promote inclusion and participation of Black people in trail running.

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s the running community seeks to diversify and with the realization that trail running remains mostly populated by white runners, a UK-based group called Black Trail Runners has been formed as a community and campaigning group seeking to increase inclusion, participation and representation of Black people in trail running.

In an open letter to event organizers and race directors posted recently on its social media accounts, Black Trail Runners says it has a favor to ask: “Can you help us to encourage more Black people to enjoy trail running?”

The group believes that running in the outdoors should be for everyone, but although trail running culture imagines itself to be inclusive it is effectively for the few. Black runners are woefully underrepresented in the culture of trail running, Black Trail Runners maintains, and lack a voice in its organization and visibility in its media.

Barriers to access mean that Black people are discouraged from enjoying outdoor spaces and are effectively excluded from the joy of trail running and its many physical and mental health benefits.

In the letter posted this month, written and signed by running luminaries such as Dora Atim, Marcus Brown, Rachel Dench, Martin Johnson, Sabrina Pace-Humphreys, Sonny Peart, Donna Richards and Phil Young, on behalf of Black Trail Runners, the group says simply that they “believe trail running has a diversity problem.”

The letter continues: “As Black trail runners, our experience is that trail running is overwhelmingly, disproportionately White. Often, each of us has felt that we are the only Black person taking part in a trail running event. Many Black people are missing out on the physical and mental benefits of running and racing on trails.”

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running is far from being the inclusive sport many claim it to be. The fact that many people don’t see the problem is part of the problem, invalidating our lived experiences and those of other Black runners.”

Black Trail Runners is asking race directors and event organizers to help it quantify the issue by adding ethnicity questions just as they collect age and gender information from entrants, which are primarily used for prize categories and age-grading scores.

The group is asking that this ethnicity data be gathered by a simple addition to the sign-up process, allowing Black Trail Runners to quantify the issue and inform its efforts to increase participation.

One UK trail event company has already implemented the collection of ethnicity data in its race registration process, using the standard 18 groups recommended by the UK government. n

Why It Matters

Sabrina Pace-Humprheys is one of the signees of the Black Trail Runners letter to the trail industry.

The organizers say they created Black Trail Runners as a community and campaigning group to increase the inclusion, participation and representation of Black people in trail running. Since its launch last month, the response from runners has shown it that the group is meeting a need.

“Black runners have welcomed the opportunity to join with others who look like them and value their experiences and views,” the organizers continued. “At the same time, the comments of detractors have clearly demonstrated to us that trail

WITH BLACK PEOPLE EXCLUDED from the narrative of trail running, they are denied a powerful way to imagine themselves in the healing outdoor environment, according to Black Trail Runners, which is increasingly important as a counterpoint to the diminishing public realm in towns and cities.

Lack of diversity prevents the new ideas, new narratives, the new growth and the new performance levels that would inevitably come if more Black people were actively welcomed into trail running culture.

The exclusive environment of trail running raises difficult questions around prejudice and racism in the wider community. n blacktrailrunners.com/campaigns

© 2020 Diversified Communications

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The Trail Issue

Taking It To the Ultra Inov-8 unveils Terraultra G 270 ultramarathon shoe in new colorways for Fall.

S

taking a claim in the trail running category, inov-8 vowed to “take the sport of ultramarathon running by storm” this summer with an evolution of its Terraultra shoe that features an improvement in its use of Graphene-Grip and a new plush cushioning foam that delivers greater energy return for longer. The new Terraultra G 270 is, says the company, “the ultimate shoe for big trail miles.”

Keeping the momentum going for Fall, a new color – blue/yellow – dropped August 13 and joins the earlier green/black and black versions of the Terraultra G 270.

All three are unisex colors, with sizes for both men and women.

An evolution of the Terraultra G 260 – which won multiple awards, including Best Trail Running Shoe 2018 by Runner’s World UK – the Terraultra G 270 features, in addition to the improved use of GrapheneGrip rubber and outsole flex grooves to aid long-lasting sticky traction, a Powerflow Max midsole foam delivers 20 percent more energy return and retains its optimum cushioning levels for twice as long as its predecessor. This ensures a snappy and responsive ride at all times, even deep into an ultramarathon.

In addition, the new Boomerang insole boasts a 40 percent increase in energy return versus the previous footbed, while Adapterfit technology in the upper works with the foot to adapt to any swelling or changes in terrain and improve overall comfort.

The Terraultra G 270 is priced at $160.

Among its testers has been Damian Hall, one of the world’s leading ultramarathon runners, who wore it in his attempt attempt at a Fastest Known Time (FKT) on the 20

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268-mile Pennine Way (England’s oldest National Trail) this summer.

“Ultramarathon running has boomed in recent decades, with studies showing a 1600 percent increase in participation of events further in distance than a marathon,” explains Michael Price, COO of inov-8.

“Our first specifically designed shoe for these committed runners, the Terraultra G 260, featuring the world’s toughest grip, was a huge success. It has become the bestselling trail shoe in the history of our own website retail channel, with sales doubling in the past year.

“Now, following an 18-month period in which we gathered feedback from ultramarathon runners across the world, we are ready to launch the Terraultra G 270,” Price adds. “It features several small, yet crucially detailed, improvements that will make a big difference in performance. The

best just got even better.”

Because of its collaboration with Graphene experts at The University of Manchester, inov-8 is the only brand to use the Nobel Prize-winning material in sports footwear and has a patent pending on the technology. By infusing the world’s strongest material into its rubber, the brand has developed no-compromise outsoles for running, hiking and fitness that are both insanely sticky and incredibly tough wearing.

Inov-8 has seen a 44 percent surge in global sales of its Graphene-enhanced footwear so far in 2020 compared to the first half of 2019.

Price adds: “We’re combining science and innovation together with entrepreneurial speed and agility to go up against other major sports brands — and we’re winning.” n

© 2020 Diversified Communications

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You gotta

ACCESSORIZE The accessories category offers run specialty retailers an important profit stream for Fall 2020.

IN 2020 MORE NEWCOMERS ARE FINDING THE JOY

UV protection, and from safety gear to hydration, the

in getting out on the road, trail or track in a world

category offers high margins, quick turns and repeat

battling a pandemic. In addition to a good pair of

business. These eight pages offer some of the

sneakers and functional apparel, these newbie run-

accessory products that have caught our editors’ eyes

ners – along with the “old-timers” – need the “other

this summer, plus advice from the suppliers on why,

stuff” that makes a run complete. From headwear to

and how, to make more money selling the category.

Territory Run Athletic Trucker

A mid-profile running hat (MSRP: $35) made with soft, lightweight materials offers a popular curved brim style and a breathable closed mesh to protect the head while offering maximum air flow.

Why Sell Accessories: “Running hats have been the bestselling product on our site for the past three years. In comparison, when I worked at a running shop 10 years ago we almost never sold hats,” says founder Brent Farrell. “They have come a long way in the last decade and have become an important aspect in the running gear setup. It is not just about finding any hat that will keep the sweat away and the

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sun out of your eyes. It is about wearing a hat that suits your personal style and represents the culture of running. I can see retailers placing a greater importance on the running cap when talking to customers as a perfect add-on to any shoe purchase.”

How to Sell Accessories: “Runners love this sport. It is their lifestyle and they want to express their passion through what they wear,” says Farrell. “We can give them the opportunity to do this by offering more accessories that serve important functions to enhance their experience while helping them to express their identity.”

© 2020 Diversified Communications

Powerstep Pinnacle Insole

PowerStep has combined the clinically-proven Pinnacle design with specialized support for different arch heights. The new Pinnacle High and Pinnacle Low now join the popular PowerStep Pinnacle to offer better fit for different arch types. The Pinnacle Arch Series features three arch profiles designed for high, neutral and low arches.

Why Sell Accessories: “These are profitable add-ons, better profit margin than shoes and are integral to the runner’s experience,” explains Stephanie Loving, graphics/tradeshow manager. “Space wise, insoles do not take up much and are often the most profitable per square foot and in many ways people are more loyal to an insole than an actual shoe style

since those change often. In many cases the foot traffic is positively impacted when local referring medical professionals are aware they can send their patients to a store for specific insoles they recommend.”

How to Sell Accessories: “Start conversations with vendors to see what help they can provide — access to co-op funds, employee spiff ideas, vendor monthly promotions, social media templates and advertising template ideas,” Loving advises. “Discuss with your reps on what you could do to maximize the sales of the brand — merchandising, bundle sales and upselling, utilize them as they are the subject matter experts.”

Blister Magic Blister Prevention/Recovery

Blister Magic is a blend of natural oils that can help prevent blisters and also shrink blisters to help runners recover quicker. It comes in both a standard one-ounce amber glass bottle with a pump and a lighter one-third-ounce travel size non-breakable plastic amber bottle with a dropper tip.

Why Sell Accessories: “Obviously shoes are the main focus, but with fewer walk-in customers coming in it is even more important than ever to get add-on sales,” says founder Justin Goyer. “Accessories are usually a smaller dollar value consumable item that can improve your dollar per sales numbers. They can also be something customers will use up rather quickly and they can find themselves needing to coming back to your store sooner for more. This gives you more opportunities to show off your newest apparel items.”

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How to Sell Accessories: “Keep doing what you do best and that is the great customer service,” says Goyer. “Customers are not always apprised of the latest and greatest running accessories, or of new items that they may have never heard of before and appreciate suggestions that could help improve their performance. What sets businesses apart is this trusted relationship. When customers know that your store is always looking for and bringing in the newest and hottest items in the running world they will rely on the business to provide an end-to-end service. With so many products out there and so many online options, working with customers even before they come in and suggesting new accessory items based on their running needs will have them come back time and time again.”

© 2020 Diversified Communications

Amphipod RunLite Mask + MicroStretch Luxe Phone Belt

Incorporating safety, utility and style, Amphipod has coordinated two must-have running products — the MicroStretch Luxe belt, a top run-specialty accessory for carrying phones in new eye-catching prints, with a new series of ergonomicfit RunLite Masks. Featuring adjustable ear loops, optional head strap and a moldable nose wire, the RunLight Mask is the newest premium running mask solution.

Why Sell Accessories: “Having the right mix of season basics and eye-catching pieces in visibility, hydration and phone-carrying solutions is one of the lowest-cost, highestmargin ways to cement the association in your customer’s

mind between their needs and your store as the reliable go-to for a full range of specialized and high-value running gear,” says co-founder June Angus.

How to Sell Accessories: “Align season accessory buying decisions with the retail reality and don’t be tempted to prebook or over buy for fall or spring,” Angus advises. “Bring in merchandise and highlight new accessory styles that are visually compelling. Reinforce the light and fun aspects of starting up, and going for a run. Stock UMAP protected accessories only.”

KINeSYS Fragrance Free Spray Sunscreen

A sport-performance formula, KINeSYS SPF 50 Spray Sunscreen is easy to apply and light on the skin. It protects the skin without getting in the way of running and was recently voted an Editor’s Choice by Runners’ World Magazine for Best Sweat Resistant Sunscreens. Free of oil, alcohol, parabens, PABAs and preservatives, SPF 50 Fragrance Free is vegan-friendly and cruelty-free.

Why Sell Accessories: “Convenience, community connection and advice from a trusted expert will be key requirements for consumers in the new retail landscape. Customers are looking for easy decision-making and seeking an inclusive product mix from retailers they trust. Offering exclusive lines in their product mix increases the retailers’ value. Accessories can have a lower MOQ and dollar invest24

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ment than big-ticket items and the MSRP is lower, increasing impulse sales.”

How to Sell Accessories: “As consumers shift their active time to outdoor pursuits due to COVID-19, their level of UV exposure increases. The sun protection category, including running specific UPF-rated clothing, buffs and sleeves, sunglasses, hats, visors and sport performance sunscreen, is an untapped category. Build accessories into a category on the shop floor, avoid displaying separately. Group clothing with hats and sunscreen to create interest. Educate staff on the importance of sun protection year-round. Create a sun protection category or filter on e-commerce site so customers can search all products offered and not have to search by product silos.”

© 2020 Diversified Communications

Buff Pack Run Visor

The Buff Pack Run visor is lightweight, quick-drying and is made from recycled plastic fibers and it easily packs down to stow on-the-go. The crown is made from 95 percent Repreve polyester from recycled plastic bottles, five percent Elastane. The visor is 100 percent polyurethane. It also offers 50+ UPF protection.

Why Sell Accessories: “Versatile accessories that allow for

easy point-of-purchase sales can be important for retailers, not only for add-on sales, but also to bring in new customers seeking the accessory if it can be used for more than running.”

How to Sell Accessories: “The differentiation of products can bring in a wider range of customers, especially products that can be used in more situations than just running.”

Floyd’s of Leadville Extra Strength CBD LIne

The Extra-Strength CBD line, featuring 100mg Full-Spectrum Softgels and its 2400mg Full-Spectrum Tincture, is derived from organically grown hemp and extracted utilizing the latest in ultrasonic extraction technology to harness some of the most pure and potent CBD on the market.

Why Sell Accessories: “Any time a retailer can offer a highquality accessory to enhance the customer experience with the sport, it ends up boosting customer loyalty and experience, making it truly a win-win.”

good customer service to go through the list of potential needs with a customer while in the store; keeping it conversational helps keep the upsell pressure low. As retailers, you have the opportunity to help customers remember what they need before they even realize it. While customers come in for a new pair of shoes, there is a whole spectrum of products that can enhance their training regimen. Proper equipment is an important part of enjoying a sport, but nutrition and recovery play just as vital a role. In these tumultuous times, relaxing and recovering is paramount and accessories that help with that provide your customers great value.”

How to Sell Accessories: “Keep it conversational. It’s always

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© 2020 Diversified Communications

Pro-Tec Ultra Resistance Band/EVA Bold Foam Rollers

The Ultra Resistance Band (left) is a high-level resistance band for strengthening, toning and injury rehabilitation. Featuring a slip-resistant inner rubber strip to ensure the band stays in place and soft quality material to retain resistance level over time. The EVA Bold Foam Rollers are made with EVA foam for added durability and excellent memory to retain shape. The closed cell surface reduces the spread of bacteria and is easy to clean, while the texture prevents slipping.

Why Sell Accessories: “Retailers should make accessories an important part of their product mix because offering products that address a wide range of needs related to running shows the customer that this store offers value to all aspects of one’s running protocol,” says director of market-

ing Heather Wright. “As an added benefit, accessories, and more specifically, injury prevention and recovery products, provide a higher margin, add-on sale to most shoe purchases. This category also represents a lower cost to the retailer at a time where keeping inventory costs under control is of the upmost importance.”

How to Sell Accessories: “Bring attention to the accessory categories with attractive displays and merchandising,” Wright advises. “Use resources from manufacturers to train.

A visually pleasing assortment of high-quality products combined with a knowledgeable sales staff will increase the value of the shopping experience and keep your runners coming back to their retail source for everything running.”

Black Diamond Blitz Spike Traction Device

The Blitz Spike is an ultralight trail traction device at only 45 grams per device. Engineered for fast and light missions with ultimate packability, the Blitz Spike features six stainless steel spikes on the forefoot for strength and durability; the spikes have an optimized 8mm length, designed to provide excellent engagement on snow and ice, with improved stability on rock when the trail ends and the scramble begins.

The heel retention elastomer and webbing toe loop keep the Blitz featherweight while providing a stable fit.

Why Sell Accessories: “Accessory sales will complement and likely grow sales for retailers’ main product categories,” points out Mountain Hardgoods category director Bren-

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dan Perkins. “And in the case of BD’s running headlamps, these will allow runners to train or cross-train at any time of the day. Headlamps are another example of accessories increasing user frequency, growing participant numbers, limiting barriers to entry and generally increasing overall sales.”

How to Sell Accessories: “Retailers need to look at accessories as critical pieces of running gear that enhance the user experience, improve performance and provide protection against injury, and sell them as such,” Perkins says. “In the case of running traction devices as accessories, they are a critical piece of equipment for runners to use during the winter in order to comfortably navigate snowy terrain.”

© 2020 Diversified Communications

BU Sunscreen

BU’s non-pressurized sprays go on like a puff of air and dry to a smooth non-sticky finish — it feels like you are wearing nothing at all. Using recyclable bottles and sprayers and produced using solar power, these environmentally conscious sunscreens are oil, alcohol, PABA, preservative, paraben and gluten free.

Why Sell Accessories: “Running is done outdoors and your skin is exposed, so sun protection is a must,” says co-found-

er Jeff Kletter. “But too many products are thick, sticky, take too long to apply, or dry and when they do, it feels like you have a layer of something on your skin. BÜ sunscreens were decided with the athlete in mind.”

How to Sell Accessories: “It’s hard enough getting people into the stores these days, but when you do it’s good to have options available that are not widely distributed,” Kletter says, meaning not at Walgreens, CVS or Walmart.

Hyperice Hypervolt

The Bluetooth-enabled Hypervolt and Hypervolt Plus models offer frictionless connection to an app and will automatically change settings, speeding up and slowing down the device via HyperSmart as the user follows the guided percussion routines. The Hypervolt (Bluetooth) retails for $349 and the Hypervolt Plus (Bluetooth) for $399.

Why Sell Accessories: “It’s important for retailers to diversify their product offerings because customers aren’t just looking for footwear, they are looking for tools to do prehab and rehab work,” says Shawn Beitelspacher, VP-endurance and specialty retail. “Having a more diversified offering and product experience can drive consumers back to the door for other products and that next pair of shoes. Doing that

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will drive up retention rates, average ticket sales and better inventory flow.”

How to Sell Accessories: “Specifically to recovery, speak to the opportunities of at-home recovery,” Beitelspacher says, because customers are spending more time away from stores, physical therapists and spas but still want and need to incorporate recovery into their routines. “Retailers who have taken this approach have had a lot of success not only with sales, but by having meaningful conversations with customers. It’s not just selling another thing, but they are selling tools that help make their customers’ lives better. Make sure you are constantly and consistently speaking to your consumers on all channels.”

© 2020 Diversified Communications

Ultraspire Momentum 2.0

The Momentum 2.0’s Fluidic holsters are more intuitive and easier to access due to the inclusion of a magnetic closure and rail-like system. This design makes it easy to reach back and grab or stow a bottle while on the go. This minimalist six-liter vest has been outfitted with UltrAcool Light Mesh that provides a breathable and lightweight feel and increases pack durability. An upgraded shoulder pocket has been added.

Why Sell Accessories: “Customers come into a run specialty store to buy a pair of shoes because they need to be properly fitted. They need a good pair to help them over-

come an injury, improve their performance or make the running experience more enjoyable. Accessories do the same thing,” says Kevin Robison. “Just like shoes, hydration products will help the consumer improve their performance or create a better overall running experience as they now have the proper fitting gear.”

How to Sell Accessories: “Do a fitting process,” Robison advises. “Just as a gait analysis is done to fit shoes, a fitting process needs to take place for hydration products. As the retail environment has also changed, follow the guidance of the brand.”

Vooray Lexi Mini Backpack

Sized just right for everyday essentials, it’s a stylish alternative to a purse, with a little more versatility. With this petite pack there are unlimited options of where to go — whether it’s a day of fun in the sun or a night out in the city, the Lexi is lightweight, compact and so chic.

Why Sell Accessories: “Accessories may not be the reason someone visits your store, but the right ones will draw attention,” points out Jenn Twiss. “And if they’re priced right, they sell themselves as impulsive add-ons. If your customer 28

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spends $100 on a pair of shoes or leggings, what’s another $36 on a fashionable new bag to accessorize their look and make their day more efficient?”

How to Sell Accessories: “Remember that vendors are your partners and we have a vested interest in your success,” Twiss says. “So include us in your plans — feature us in your bundles, ask us for ways to enhance your virtual events, partner with us on social and secure quality digital assets.

Keeping things fresh online will give you an edge.”

© 2020 Diversified Communications

Tiger Tail Vibration Massage Gun

Its most popular product will always be the 18-inch Tiger Tail Original. Now it is joined by the T-1000 Vibration Massage Gun (MSRP $249.95), a fast-growing tool in recovery.

Also new is the Stretchy Tiger Yoga Strap (MSRP $17.95), an easy add-on, that PTs recommend, and the Hot/Cold Water Therapy Bags (MSRP $14.95-$24.95) — think hot tub experience without getting wet.

Why Sell Accessories: “Accessories offer business diversification. If we’re taught anything in this time of disruption, you can’t have all of your eggs in one basket,” points out president Spring Faussett. “A strong accessory business model can add 30-50 percent to each sale, which helps you skyrocket your Average Transaction Value and give you

meaningful sales numbers at the end of the year. And accessories, including consumables, get your customer back through your door more frequently, which helps lift sales in your bread and butter business — sooner rather than later.”

How to Sell Accessories: “Passion sells. Know and use what you sell,” says Faussett. “If you’re passionate about the accessories you carry, you can increase your store’s average transaction value by 40-50 percent. Try the products – use the products – so that you can educate your customer better than anyone else. Giving a personalized story on how you used the products, when you used the products and what the products did for you, all give you an amazing story that resonates passion back to your customer.”

Caterpy Air

Caterpy Air laces uses the same novel elastic bump technology as in the original model, but the middle of the lace is smooth and bumps are only used at the end to hold in place.

This provides the user with a streamlined style with functionality.

Why Sell Accessories: “Accessories help complete a run retailer’s product mix to ensure a customer can find all their needs,” points out managing partner Anthony Pong. “Often a customer will go to a store only looking for a specific item without realizing how accessories can help out a run. These seemingly little things help customize the running experi29

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ence. In addition, accessories bring in additional revenue without needing much floor space.”

How to Sell Accessories: “Placement and awareness are key. It is rare that customers go to a store looking for accessories; therefore, it is important to place products in a way that customers can engage in browsing for new products without feeling forced to,” Pong says. “Ultimately, it is up to the sales team on the floor to try out and recommend products. The customer goes to a store for an in-person shopping experience and to find things they may not have found on their own.”

© 2020 Diversified Communications

Discover Rundiscover Runhouse looking to take virtual/actual event national with run specialty retailers.

A

s the run specialty business adapted to the realities of social distancing and the cancellation of all in-person races since March, it turned to the novel concept of virtual events to successfully maintain contact with its community. Now Runhouse, the marketing and creative agency in Philadelphia that focuses on the run business, is taking that concept a unique step further by offering a series of events that combine the virtual with – yes, believe it or not – actual running a set course.

After a successful event in conjunction with Philadelphia Runner this summer, Runhouse is now looking to expand Rundiscover nationally by offering the model to other local retailer partners in a handful of cities around the country. They are currently working with Pacers and Mill City on Rundiscover events in Washington, DC and Twin Cities, respectively, and are in discussions with a number of other retailers about doing Rundiscover events in their city this fall.

“We created Rundiscover because we wanted to provide a compelling virtual option that was still rooted in the local community and offered more value than the generic virtual run model,” explains 30

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Runhouse president Ryan Callahan. “We wanted something that had to be done locally, but could also be run responsibly and in a safe manner.

“We are excited that this event generated the amount of engagement that it did in Philadelphia as well as strong revenue for both our local retailer partner and nonprofit partners,” he adds. “We would love to explore this model in a few cities around the country as we think a lot of running communities are eager to participate in something right now that is unique, fun and safe.”

Callahan says the ideal run specialty partner is a retailer that has a strong community in place and can help develop unique courses for Runhouse to build the event around.

The local partner promotes and manages the course and Runhouse handles design, website, registration backend and the promotional toolkit. Revenue is split evenly between Runhouse, the local retailer and its non-profit partner(s).

The Philadelphia Event Here’s how it works: • In conjunction with Philadelphia Runner, this summer Runhouse created four

unique running courses around Philadelphia that provided plenty of space, interesting landmarks and four to five miles worth of running per course.

• The courses were selected for their interesting history or for being places most runners have not run before.

• The four-week window and the off-thebeaten-path courses allowed the organizers to mitigate crowding and give runners the opportunity to participate in something collectively, but at their own time and pace.

• During the event, runners shared their experience via social media using the hashtag #rundiscover_philly and Runhouse kept runners engaged with weekly course highlight emails.

• With 700 paid participants, the support and enthusiasm for the event was significant and Runhouse received a lot social engagement during the four weeks. https://www.instagram.com/explore/ tags/rundiscover_philly/ • For registering, runners received a hand-illustrated poster designed by the Runhouse creative team commemorating the courses and unique sights along the route — https://www.instagram.com/p/ CB5_muxjPNd/ • Runners were also gifted with a $10 gift card to Philadelphia Runner in order to drive traffic into the store once the event concluded. Registered runners also received comprehensive course guides and turn-byturn directions to help them navigate these unfamiliar areas.

• The Philadelphia event raised $10,000 total for two local nonprofits: Students Run Philly Style and Fairmount Park Conservancy. About $3000 of that was in the form of additional donations made during registration and the remaining $7000 was from the revenue split. n For a look at the Runhouse concept: www.gorundiscover.com

© 2020 Diversified Communications

running shorts Zensah Develops Performance Face Mask for Runners

MADE WITH RUNNERS IN MIND, THE Zensah Performance Face Mask provides a comfortable fit and feel with an overthe-head design that eliminates ear pain.

In addition, unlike cotton or fabric masks,

On Releases Third Generation Cloudflyer On last month unveiled the new Cloudflyer, described as “one of the world’s lightest, fully-cushioned support shoes.”

Now fortified with Helion Superfoam, a wider base and upgraded mesh, the third of the Cloudflyer series couples On’s proprietary technology with comfort in six fresh colorways. It is available now at on-running.com and select retailers for $159.99.

Equippe d with On’s signature CloudTec sole and trademarked Speedboard, the company says the new iteration takes notes from its 2015 effort to reinvent support and break away from an industry-wide aversion to pronation. Where competing models 32

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the Zensah mask conforms to the face, making for a more comfortable fit. The masks are a blend of performance fabric made of 70 percent polyamide/23 percent polypropylene/five percent elastane/ two

percent silver.

“We have focused our B2B distribution on specialty run and we have limited our online sales to specialty running stores,” explains CEO Ze’ev Feig. “It has been a true partnership with specialty run,” he adds, pointing out that sales manager Frankie Kleiman has teamed up with a more than 250 running stores to help drive sales. “Many stores have done a great job on social media in getting the word out on the importance of wearing masks.”

Zensah is also working with a number of professional sports teams and college programs, including the University of Michigan, San Francisco Giants and Minnesota Twins.

Due to the success of the original face mask Zensah also developed a Made in the USA version called the Zensah Technical Face Mask, sold exclusively to specialty run. The company is currently expanding the Technical Mask into more colors that will be unveiled this month. It has also have developed other versions from Copper to Youth sizes, and even one with ear loops.

block inward rotation and disengage vital muscles, the Cloudflyer provides medial reinforcement to guide, but not stop, pronation to support each runner’s full range of motion.

“Unlike your average support shoe, the Cloudflyer focuses on cushioning, not correction,” says On co-founder Olivier Bernhard. “With cloud elements placed where reinforcement is needed most, the third Cloudflyer is engineered to adapt to its runner’s natural gait, preventing injury and increasing comfort.”

Redesigned with a forked outsole, 3D-molded heel counter and breathable upper, the third generation of the Cloudflyer builds upon the strengths of its predecessor — cushioning, protection, support and lightness.

© 2020 Diversified Communications

running shorts OS1st Launches Online Retailer Resource Hub OS1ST HAS LAUNCHED AN ONLINE retailer resource hub with tools to help stores seamlessly place orders, onboard e-commerce and work with OS1st team members on store-specific projects.

In addition to ordering and on-demand training, the resource hub connects retailers with OS1st’s recently added drop-ship program, which debuted at the start of the COVID-19 pandemic in an effort to aid retailers in their shift to e-commerce. Other related programs include a social media advertising benefit and product upload from Fitted and RICS online platform.

“This retail hub collects everything we were already providing for retailers and puts it in one, easy-to-find spot,” says inside sales manager Sabina Hardy. “We are constantly evolving to provide more value-added programs and benefits for our retailers, so they feel supported and appreciated for

Ultra Running Closes One Store Ultra Running Co. announced last month it will permanently shut its South End location after four years. Ultra Running’s original location at Providence in Myers Park will remain open. The Charlotte, NC, run specialty retailer’s decision was revealed in a social media post: “The health and wellness of our staff and customers continues to be the driving force behind our efforts at #URC, and we’re incredibly disappointed not to see an opportunity to reopen #URCSouthEnd safely and effectively moving forward. Change happens, and it’s hitting close to home for our team this time.

“We have loved being a part of the community for the last few years, and appreciate your excitement and interest over the past two months over the possibility of the location opening up

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all they do to connect consumers with our life-changing products.”

“As retailers’ shift focus to adapt to the current moment, we want to be right there with them,” president Josh Higgins adds.

“I’ve worked shoe and run retail and I know what it’s like to wait on vendors. The retail hub is a 24/7 resource that can be accessed anywhere to make sure every store owner,

again post-Phase II shutdown. Sadly, that is not in the cards,” it states.

“110 West Boulevard has been a labor of love since 2016, and we have been excited to open the doors each and every day. We look forward to seeing you all and continuing that excitement in #MyersPark soon.”

Skechers Improving Online Shopping, App An increased emphasis on online shopping and an upgraded mobile app are two of the priorities Skechers is putting in place as it deals with the impact of the COVID-19 pandemic from both a brand and retail perspective. A revamped customer loyalty program rounds out the footwear brand’s focus as it seeks to recover from recently reported secondquarter sales decline to $729.5 million.

With retail closures impacting quarterly sales, Skechers also recently reported

manager and staff member has what they need to succeed in our partnership.”

This recent retail-focused effort follows on the heels of the company’s successful “Not All Heros Wear Capes” essential workers donation program. For every pair of DC Comic Calf sleeves purchased, OS1st donated a pair during a buy-one-give-one campaign.

a 36 percent decline in U.S. comparable same-store sales. But the focus on online shopping comes as it also reported healthy 428 percent growth in its own e-commerce sales.

The website improvements will include platform upgrades such as better navigation and product photos as well as internal order processing. Also on tap is stronger integration that will enable Buy Online; Buy Online, Pick Up In-Store and Buy Online, Pick Up at Curb.

The improved mobile application, along with a new customer loyalty program, is planned for late 2020 into 2021.

© 2020 Diversified Communications

running shorts Maria Sharapova Teams With Therabody TENNIS GREAT MARIA SHARAPOVA has made an investment in Therabody (formerly known as Theragun), the makers of wellness tech, including percussive therapy devices, and is also joining Therabody as a member of its Advisory Board.

Sharapova told CNBC she will bring a “360-degree outlook” to the company as an athlete, an entrepreneur and a consumer.

After retiring from professional tennis in February, 2020 as a five-time Grand Slam title winner, Sharapova has been investing in health and wellness companies. Sharapova’s involvement as an advisor includes working with Therabody on its product offerings, advising on initiatives from concept to execution as well as supporting the company’s continuing expansion in the European and Asian markets. As a member of Therabody’s Advisory Board, Sharapova will also advise on company partnerships, growth strategies, and the brand’s future direction.

Sharapova’s other investments include interests in the UFC, the mixed martial arts

Morley Signs With ASICS, Joins Idaho Distance Project Makena Morley, 22, has signed a multiyear sponsorship deal with ASICS and joined the Idaho Distance Project (IDP), a professional running team based in Boise. The team was founded by Emma Ulmer and is coached by Ulmer’s husband, Kameron. Morley’s boyfriend, Zach Perrin, has been a remote member of the group for a year and also signed a sponsorship deal with the team. Since it was formed in 2018, the IDP has grown to include nearly 20 athletes specializing in distances from the mile to the marathon.

Addaday and Medi-Dyne Partner Two companies whose products make

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promotion company, and skincare brand Supergoop. She also has her own candy brand, Sugarpova. She told Fox Business that she had invested $500,000 in the candy business in 2012 and that in 2018, it was worth $20 million.

Sharapova was the seventh-highest-paid female athlete in the world in 2019 with $7 million in total earnings, per Forbes.

She made $6 million from endorsement deals with Nike, Porsche, Head, Evian and Tag Heuer.

runners feel good recently partnered to take their product categories even further. Medi-Dyne, a producer of pain relief and prevention, and Addaday, the manufacturer of massage and stretching products, have partnered to expand market opportunities for Addaday’s massage and therapy products.

Under the deal, Medi-Dyne takes on the management of the brand’s non-electric product line, including manufacturing, marketing, warehousing and shipping. Medi-Dyne’s focus will be to expand the reach and exposure of the product assortment to the medical, professional and consumer markets both domestically and internationally.

Addaday will focus its efforts on the development and introduction of a new

line of intelligent electronic massage and therapy products, including variants of its BioZoom percussion device, according to a press release.

“The goal of our partnership is to build an unparalleled line of massaging and therapy products for medical, professional and personal use to ’Keep People Moving’ and ’Live Their Fullest,’” says Craig DiGiovanni, founding partner of Medi-Dyne.

“This partnership between two global leaders in the pain relief and prevention category is the perfect match-up that will help us both expand our global footprints and efficiencies and to be able to pass on those efficiencies to our valued customers,” adds Addaday founder and CEO Victor Yang.

© 2020 Diversified Communications

running shorts New Balance Unveils First Carbon Plate Marathon Shoe TAKING A MAJOR TECHNICAL LEAP into marathon running, New Balance is launching the FuelCell RC Elite on September 15. The shoe was designed with insights and data from New Balance’s most elite marathon runners, making the FuelCell RC Elite what it calls “the ideal marathon racer.”

In collaboration with those athletes, New Balance began working on the FuelCell 5280 mile shoe in 2017. It has taken learnings from the 5280 and applied them to this new marathon racer, building off the brand’s history of innovation in the racing shoe category.

The FuelCell RC Elite (MSRP: $225) is

Nuun Launches Nuun Instant Nuun has launched a powder-formula product called Nuun Instant, designed to relieve dehydration after the symptoms of dehydration have become apparent.

Nuun Instant’s formula uses established science as well as ingredient innovations to speed up the rehydration process on a cellular level. The result is that Nuun Instant hydrates the body approximately two to three times faster than water alone.

Nuun Instant is based on Oral Rehydration Solution (ORS) developed by the World Health Organization (WHO) to treat individuals experiencing illness because of dehydration. Over the years the WHO ORS formula has evolved and Nuun Instant incorporates the latest in hydration science to inform the ratio of ingredients for optimal absorption.

“We know that dehydration happens, It even happens to me more frequently than I want to admit,” says Nuun CEO Kevin Rutherford. “We wanted to make a product that could relieve symptoms of dehydration faster than anything else on the market while tasting great and using only clean ingredients with no

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described as a prime road racing shoe for the marathon distance — it is a lightweight shoe and is the lightest FuelCell midsole

artificial dyes or flavors. We’ve done that, and I am so proud to share the newest Nuun product with the world.”

Nuun Instant comes in two flavors: Lemon Lime and Watermelon. Each serving of Nuun Instant contains only 25 calories and costs $2.49. The single serving pouches are designed for effortless portability and the instantly dissolving powder means that rehydration doesn’t have to wait.

Pro-Tec Aims to Reduce Carbon Footprint Pro-Tec Athletics recently unveiled its latest global initiative that will focus on reducing its carbon footprint through the Carbon Offset Program. The program’s goal is to offset emissions caused by transportation of products.

Every shipment will have its carbon emissions calculated, which will dictate the amount of dollars to be donated to carbon reduction programs. These programs include The Envira Amazonia Project: A Tropical Forest Conservation Project, Truck Stop Electrification, New Bedford Landfill Gas-to-Energy Project and the Soma Wind Project.

“Carbon emissions contribute to climate

compound, providing a soft and lively ride, highest rebound, and maximized efficiency.

change, which can have serious consequences for us as humans and our environment,” says Pro-Tec CEO Jeff Rodgers. “We want to do our part by contributing to carbon reduction programs.”

Headsweats Partners With Virtual Women’s Half Marathon The unique Virtual Women’s Half Marathon Run Series has brought on Headsweats, the maker of apparel and headwear, as the exclusive headwear provider during its weekend of events scheduled for October 17-18.

The Virtual Women’s Half Marathon Run Series is different from many other virtual running events because it will take place on a specific race weekend to provide the fanfare that usually accompanies in-person races. Race options include a half marathon, 10K and 5K. If runners want to enter more than one race the organizers are offering what they call the Double Challenge, which combines the half marathon and 10K over the race weekend. Even more ambitious, the Triple Challenge combines the half marathon, 10K and 5K over the course of the race weekend.

© 2020 Diversified Communications