Running Insights 4.3.2025

Run community helps recovery from California fires. Page 16

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MARCH APRIL 2025 2025

CLOSING THE LOOP

Sustainability initiatives in 2025 are leading run specialty into a greener future.

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The Sustainability Issue

THE TIME TO ACT

IS NOW! How sustainability efforts can benefit retailers in the running retail space in 2025.

By Madeline Hall and Adam Bratton, Recover Brands

O

ver the past six months alone we’ve watched entire communities be swept away by catastrophic flooding in the mountains of North Carolina, we’ve seen apocalyptic images of more than 55,000 acres of land and 16,000 structures destroyed in California wildfires and we’ve witnessed parts of the Gulf Coast being blanketed under 10 inches of snow.

It’s all too common to think that those “far-off” environmental disasters don’t immediately impact us. But what if they do impact us both directly and indirectly every single day?

What if ongoing environmental disasters are changing how people view their relationship with the planet?

What if the environmental movement is changing how consumers choose to prioritize brands, products and retailers that put people and the planet first?

More specifically, what if run specialty feels that impact every single time a consumer

Cover photo: Recover Brands

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2025 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email except for two print issues year. 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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IMPACT Matters!

Every pair of sneakers sent in to us and reused helps:

♻ Give sneakers a second life �� Save at least 500 gallons of water �� Displace 30 lbs of CO2 emissions �� Support over 4,000 families in the Reuse Economy Together, we’ve kept 21+ million pairs of sneakers out of landfills—creating a more sustainable future for all.

Thank you for making a difference in your running community and beyond.

Sign up to be a Certified Sustainable Store today!

The Time To Act Is Now! (continued)

Greenwashing 101: recoverbrands.com/a/blog/greenwashing-101

Recover Brands’ 360 Closed Loop Apparel Recycling Program (left) can be a catalyst for increased foot traffic through customer engagement. Need proof? The enviornmental impact of collective action within run specialty can save thousands of pounds of landfill waste and water and pounds of greenhouse gas emissions.

“We are leading the charge for a more mass-adopted mindset, but we can’t be the only ones doing it. Our future selves want and need this concept to catch on with the masses in a scalable way. In order for sustainability to have a mass impact and make a meaningful difference, it has to be available and accessible to other manufacturers, brands, retailers and in other networks.”

— Bill Johnston, Founder/President of Recover Brands

As businesses and retailers, we must understand that starting somewhere and working towards a goal to help the planet is better than not starting at all. Shifting the focus to sustainability offers an opportunity to engage and educate consumers and foster a more substantive dialog about the brands’ efforts.

decides to spend, or not spend, their dollar at our stores?

Step One: Setting A Goal Keep in mind that with a recentered business approach to environmentally conscious products, consumers and retailers alike must take a proactive role in understanding the difference between a sincere attempt at sustainability and Greenwashing.

Our Greenwashing 101 article (see link above) is a great start to understanding what to look for and how to identify the differences.

Beneath all the marketing and consumer buzzwords, the truth is that our planet is facing a climate crisis driven by fossil fuels, consumption habits, deforestation, throw-away culture and water pollution. Many regions, both locally and globally, are already experiencing the severe impacts of these issues.

Ultimately, it is our collective responsibility to take action

Embracing Sustainability From a business standpoint, it’s become abundantly clear that brands and retailers alike must embrace the demand coming from consumers to practice sustainability for the long-term benefit of our planet and bottom line.

As societal values begin to change, so has a correlation with general purchasing behaviors. In retail, recent data shows consumer consciousness is shifting towards a focus on sustainable goods, with the newest generation of buyers having an overwhelming preference for sustainable brands and products.

With conscious consumption gaining traction, manufacturers and suppliers must embrace this consumer demand and 4

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have begun incor porating more eco-friendly products throughout their collections. At the retailer level, prioritizing and highlighting sustainable items in your product mix can help attract new eco-focused consumers and strengthen loyalty among your current customer base.

Research shows that not only are more buyers looking for sustainably produced products, but that they are willing to pay more for them.

Above and beyond ecofriendly product offerings alone, sustainability initiatives can be the catalyst for increased foot traffic through customer engagement and programming like hosting a plogging run or T-shirt recycling event with Recover’s 360 Closed Loop Apparel Recycling Program as shown in the photo above left.

within our organizations and communities — prioritizing the safety and health of both the planet and its people into our business practices and daily lives.

Imagine the environmental impact we could collectively make if just 100 run specialty retailers switched their staff uniforms to a sustainable apparel option … good news, we’ve calculated the environmental savings for you in the above graphic.

We can never be perfect when it comes to sustainability, but there is always a way to begin to incorporate it and strive for better. Sustainability is a group effort that takes all of us.

Incorporating environmental impact into decision-making lays down more substance to the company’s image and initiatives. It creates new avenues where businesses can become sustainable leaders and environmental champions in their communities.

Run specialty stores have long been woven into the fabric of the communities they serve. Leading with a planet-first approach is another way to reinforce that we, as an industry, appreciate and care for the areas where we live, work, play — and run. n © 2025 Diversified Communications

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The Sustainability Issue

Going Green At Retail Five practical ways to make your running store more sustainable. / By Holly Wiese, 3 Dots Design

I

t is no secret that running brands are making significant efforts to make their manufacturing process and products more sustainable, but that effort can easily extend into the run specialty stores that sell their products. There are many ways running stores can incorporate sustainability into their design and buildout without breaking the bank.

Not planning a full remodel soon? No

worries — many of these ideas are easy to execute, so you can create a list of sustainable goals and chip away at them over time.

1. START WITH SHOPPING BAGS AND PACKAGING A simple place to start is with your shopping bags. Are they FSC-certified?

(This stands for the Forest Stewardship

Council, which ensures sustainable forestry practices.) If you’re using paper bags, make sure they’re made from responsibly sourced materials. Better yet, go bag-free and offer a small discount for customers who bring their own.

Another great option is investing in reusable fabric bags — they cost more upfront but become a long-term marketing tool as customers carry them around. Find

A cash wrap made of repurposed Wyoming snow fence at Neptune Mountaineering in Boulder, CO, sets a sustainable tone for the specialty retailer.

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Going Green at Retail (continued) some great eco-friendly bag options at www.ecopackables. com/pages/retail-bags.

To f u r t h e r p r o m o t e sustainability, push your vendors to rethink packaging. If they’re still using plastic or non-recycled materials, speak up. Encourage them to switch to biodegradable, compostable or recyclable options whenever possible. Also, consider creating a green loyalty program where customers earn rewards for bringing their own bags, recycling some gear or arriving by bike, foot or public transit.

2. UPCYCLING AND DONATION PROGRAMS Many running stores already pa r t icipat e i n sho e reuse programs, which is a great start. Getting creative with the collection bin can catch your customers’ eyes and encourage more participation.

In addition to old shoes, gathering jackets or running shor t s for donat ions to underserved community run programs can be a great way to take upcycling to the next step.

3. SUSTAINABLE STORE UPDATES AND REMODELS If you’re considering doing some store updates or a remodel, consider sustainable flooring and wall covering options. Cork or recycled rubber f looring both offer durable, sustainable options that are also comfortable for your staff during long shifts.

Reclaimed or FSC-Certified wood flooring will also ensure your flooring selection was sourced responsibly. Using old fence or barn wood planks to cover walls, wrap cash wrap counters or build fixtures and display tables is a great way to 8

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Two more sustainable ideas for a store: Above, an accent feature wall made from salvaged barnwood. Below, more salvaged barnwood used for the cash wrap, logo sign, tables and apparel fixtures.

© 2025 Diversified Communications

4. BIOPHILIC DESIGN AND AIR QUALITY Bringing natural elements into your store can create a more inviting atmosphere, while also improving air quality. A living wall or a few strategically placed plants add a biophilic design element that makes the store feel fresh and vibrant and also warms up the area. VOC-free paints and finishes also help reduce harmful chemicals for better indoor air quality.

As part of its eco-efforts, Fleet Feet in Sacramento, CA, created a custom dropbox to encourage more shoe donations from customers.

save money on materials and to repurpose existing and often beautiful materials along the way.

We have used some beautiful old snow fencing from Wyoming on several cash wraps in recent store designs. These types of features not only create an impactful store element, they also catch the eye of your customers and make for great conversation pieces.

Another great way to connect with your community, support lo c a l a r t a n d e n c o u r a ge sustainability while you’re at it is to collaborate with local artists to create some unique art focal pieces in your store made from recycled materials such as old shoes, race medals or race numbers.

And, if you have to use new materials for certain aspects, be sure to source locally in 9

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order to reduce your carbon footprint on the shipping. Also, remember to choose building material vendors who align with eco-conscious values whenever possible.

When considering new or replacing existing lighting in your store, be sure to incorporate LED lighting, as it uses up to 75 percent less energy and lasts significantly longer than traditional bulbs. Other ideas to consider for energy savings in your lighting plan include: • Maximizing natural light by incorporating large windows or skylights whenever possible.

• Install motion sensors and timers in stockrooms and restrooms to cut energy use significantly • Installing low-flow fixtures in bathrooms can also help on saving water.

5. SUSTAINABILITY IN EMPLOYEE SPACES When assessing the ecofriendly level of your store, don’t forget about the backroom and employee areas. Do you have recycling and composting bins set up? Are you encouraging refilling water over single-use plastics by having filtered water stations for staff as well as out front for customers?

Years ago, when I worked at Pearl Izumi we had a “one less car” incentive program that allowed employees to earn credit toward free gear for every time they rode their bike to work. As you can imagine, in Boulder, CO, with a bunch of cycling enthusiast employees, it was a widely popular program that often left a very empty parking lot out front.

I mplementi ng a si m i la r program can be a fun way to motivate employees to walk, run, carpool, bike or bus to work instead of driving. It’s fun to create competitions along the way as well, with bigger prize incentives for best monthly commuter, etc.

Small Steps, Big Impact W hatever path you ta ke toward ma king your store

It is no secret that running brands are making significant efforts to make their manufacturing process and products more sustainable, but that effort can easily extend into the run specialty stores that sell their products.

There are many ways running stores can incorporate sustainability into their design and buildout without breaking the bank.

more sustainable, the key is to start small and build momentum. Employees should be informed and engaged in the process, helping customers understand your commitment to sustainability.

People often underestimate the impact of small, consistent changes. But over time, they add up. I know the big picture of it all can get overwhelming, so I suggest picking one idea per month to implement — by the end of the year your store’s carbon footprint will be significantly lower.

Sustainability isn’t just good for the planet — it’s also a great way to differentiate your store, connect with customers and inspire positive change in your community. Ready to get started? n about the author Holly Wiese owns 3 Dots Design, a retail consulting firm specializing in the specialty run channel. www.3dotsdesign.com © 2025 Diversified Communications

The Sustainability Issue

REI Walks the Eco Talk As a giant in outdoors retail, REI recognizes its role in leading the way in sustainability efforts. / By Amanda Loudin

E

veryone talks about sustainability in the outdoors and running industries. Customers want to feel better about their environmental impact — and most brands do, too. But there’s also a good deal of greenwashing and it’s important to learn to read between the lines. Still, some brands rise above the others, like Patagonia and prAna. In the running space, among many eco-efforts new-to-running brand Allbirds, Swiss brand On and of late, ASICS, with an everyday circular trainer, fit this bill.

Often left out of the conversation are the retailers, so we have to ask: What is their role in sustainability? REI, which in recent years has made a deep dive into the running arena, says it has an answer to this.

The company placed its sustainability efforts front and center in 2018, when it launched its Product Impact Standards.

With defined brand expectations and preferred attributes, REI began assessing the practices of more than 1000 brand partners. The company admits it cannot ensure 100 percent compliance of those standards, but it has used effective reporting on the results and continued standards updating to shape a conversation — and most importantly, higher expectations.

“We believe that every time we sell a product, it’s a chance to connect the brand to a better way of doing business and supporting the outdoors,” Andrew Dempsey, director of climate for REI, tells Running Insight. “From a sustainability standpoint, the impact standards guide how we think about that.”

Efforts in Running In the running space, REI attempted to lead the way with its Swiftland MultiTrail running shoe in 2023. To create a sustainable shoe, REI partnered with Bloom, a company that cleans lakes and waterways 10

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REI believes that every time it sells a product it is a chance to connect the brand to a better way of doing business and supporting the outdoors.

of harmful algae blooms and recycles them into various compounds. Together, REI and Bloom created a foam-blend midsole consisting of 10 percent algae and an insole made up of 30 percent algae. The upper knit consisted of recycled plastic bottles. The company stopped making its own branded shoes, however, at the end of last year.

Its Swiftland clothing line still exists and running customers can find anything from Hoka and La Sportiva to Topo Athletic and On under its roof. The company also added dedicated floor space to create in-store running “shops” within the walls of stores

in Washington, D.C., several California locations, Chicago and L.A. With more focus on partners’ brands, both in running and elsewhere, REI’s Product Impact Standards include both brand expectations and preferred attributes.

Both focus on the management of key environmental, social and/or animal welfare products. REI expects each brand partner to meet its list of expectations. When it comes to preferred attributes – which are voluntary – the company likes to see leading certifications and material types that are “most effective in advancing sustainability

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and driving positive impacts.”

For those brands who comply, REI highlights the attributes to its customers.

The retailer’s Product Impact Standards program is now on its third iteration, receiving its most recent update (version 3.2) in December, 2024. This was a relatively minor update, according to Dempsey, but changes included its efforts to pursue the new Climate Label standard, which will encourage brand partners to create and deploy a climate transition budget towards qualifying emissions reduction projects within their own value chains and beyond.

“This is an exciting opportunity for brands to talk about the impact they’re having from a different perspective,” says Dempsey. “We think the label will provide an easier way to communicate to customers who look at sustainability in a 360degree way.”

Another update to REI’s standards is a lens pointed at chemicals management. Here, REI has updated requirements from its brands to align with new state laws governing the use of “forever chemicals,” or PFAS.

Getting brands on board with its eco-efforts – specifically through its Product Impact Standards – is a key element of REI’s sustainability strategy.

Product Impact Standards is diversity and inclusion.

Brand expectations under this umbrella include the colorways in wearable products, inclusive product copy and controls

aimed at preventing cultural appropriation. At a time when DEI efforts are under attack, the company recently re-affirmed a commitment to those standards.

Statements from CEO Eri

REI’s focus on footwear certainly includes a sustainability aspect.

Measuring Progress REI recognizes that to get all brands on board with its Product Impact Standards it must lend a hand where needed.

“We work closely with our buyers and partners to support them,” says Dempsey. “Some partners are very far along with compliance, while others are just in the beginning stages. In both instances, the standards provide a framework for how we can all do our best.”

A not her piece of R EI’s 11

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Artz and president Mary Beth Laughton included this: “We believe time outside is a human right and should be available, equitable and safe for all.

That we have a responsibility to steward our public lands.

And that we must do all that’s humanly possible for the longterm health of our planet. These commitments have guided us for our first 86 years and will guide us for the next century as well.”

To best understand how REI and its partners are performing when it comes to sustainability, it issues an annual Impact Report. While it plans to release the 2024 version at the end of April, the 2023 report revealed that the company has achieved a 90 percent waste-to-energy ratio in its distribution centers and is taking steps to do the same at its stores. In 2023, the retailer went bag-free and requested that external brand partners find alternatives to individual plastic bags for shipping.

Also in the 2023 report, REI reported that 63 percent of its sales stemmed from brands that have set a science-aligned emissions reduction target.

Additionally, the company has joined forces with several multi-stakeholder initiatives, such as the Outdoor Industry Association Climate Action Corps and the Textile Exchange.

Dempsey says that at the end of the day, REI’s action is rooted in collaboration.

“We’re a co-op and a retailer and we believe we go farther together,” he says. “We’re doing this work to advance the practices we drive as a business.

But ultimately, we’re doing it to share learnings with others and to bring them along on the journey.” n © 2025 Diversified Communications

The Sustainability Issue

Make the Effort There are steps retailers can make to help the environment – and their businesses. / By Tina Muir

R

unners are creatures of 1. Become a drop-off point for habit and it can be tough to TerraCycle (it’s free!). Runners can get them to try something bring gel and nutrition wrappers of new. They don’t want to do any brand and through a partnership anything to jinx their running, put with GU, TerraCycle will recycle themselves at a higher injury risk them into outdoor fur niture, or lose precious seconds when they decking, playground equipment have worked so hard to be race ready. or even a watering can.

A few years ago, I worked with 2.Connect with outfits such as a brand that wanted to get into the Sneakers4Good, Sneaker Impact, running space. They researched GotSneakers? or Soles4Souls to and innovated and came out with a get a box to put in your store to product that was worthy of runners. collect shoes. Ship them to the I loved it — and I became a partner company for free and they will and advisor for their journey into the be passed along, if they have life world of running. I was excited to help in them (many shoes that runners them understand the community and consider “done” still have plenty to encourage runners to give their left), or recycled if they are too product a try. worn.

We did get a lot of traction, but there 3. Set up a clothing collection was one major problem: They wanted box. Ideally this will be with a to sell their product exclusively in local center for people experiencing their stores. I encouraged them to homelessness or a group that collects work with running specialty stores clothing for those who need it. because runners trust their local 4. Check out HydraPak’s Re_ stores, they know shoes and they Tina Muir is an advocate for sustainability in run retail and provides a Pack program, where they upcycle know their community. Whenever number of real-world examples of how to join in the effort. old reusable bottles into composite someone asks me, “What shoe should construction materials.

I wear?” I send them to their local beating heart of our towns and cities; we By offering all four of these, you running store, ideally one that has a close need you. You know the importance of can become a destination for runners to relationship with one of the local run clubs listening to your customers, and while drop off items — and while they are in your or crews. pproduct erformance is still the priority for store joining your sustainability effort they But the brand was adamant and ultimately most runners, many are considering their may see a sale you have for their favorite did not stay in running, which was sad. environmental impact as well. With the shoes and stock up, remember that they I genuinely wanted them to succeed, rise of online shopping, you have already need more gels or be reminded that they especially as an environmentally conscious evolved to be able to stay in business; have want a handheld for their upcoming company. One of their reflections was that I believe helping your customers live race. You get their business; they feel good they had underestimated how embedded sustainably is another way to be more about their eco-friendly actions. running specialty stores are in running secure in the years ahead. culture.

Your store is already the place for runners The Merchandise Angle to gather and to learn about innovations When it comes to merchandise, of course, The Sustainability Argument in running gear and you can make it the as an environmentalist I encourage people As a runner and as an environmentalist, place for them to put their environmental to buy less, as we need to use the items I wish every runner would shop at running aspirations into action. we already have (there are enough clothes specialty stores. Local businesses are the Here are four ways you can do that: on the planet to clothe six generations!).

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Make The Effort (continued)

But, I still encourage runners to purchase items that they need.

For apparel, the best strategy is to offer high-quality, longlasting items that can handle multiple runs before needing to be washed and that can be worn week after week, month after month, year after year, without breaking down.

Natural materials, especially Merino wool, are able to handle odor, sweat and many washes, as well as temperature changes.

I don’t need to tell you how to look for quality in running clothes or shoes – you know that better than I ever could – but encouraging runners to purchase fewer, higher quality items is better for the planet and will give them an affinity for your store and a desire to return again and again. A few pieces of advice: • One trend in this direction is that more runners are choosing to run races with their own handhelds, vests and belts.

Hydration bottles have come a long way over the past decade

and you can offer an extensive range of products for runners to try out.

• Whenever possible, give smaller brands the opportunity to be on your shelves. When big-box stores a nd on line retailers came into the picture, you knew how it felt to be sma ll a nd authentic. Give those new entrepreneurs who are trying to make a difference a chance.

• Ask customers if they want a bag, instead of automatically giving them one. Most people take bags mindlessly and that simple question can be enough to make them realize they don’t actually need one. If you’re able to, offer paper bags.

• Have a community bulletin board to serve as the hub for what’s going on in your area.

Ma ke it f u n a nd i nclud e activities that runners may enjoy beyond local races and running events. The more that local businesses stick together and support each other’s work, the stronger the community

Simple efforts such as putting a TerraCycle drop-off point into a store can be one of many sustainable steps for run retailers.

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Get Involved: Racing for Sustainability

Racing for Sustainability has a vision: A world where sustainability is as integral to a race as the start and finish lines. While major races have the resources to execute impactful green initiatives, small and mid-sized races often lack the funding and guidance to do the same. Racing for Sustainability (RFS) bridges the gap between sustainability ambition and implementation in races of all sizes by providing race organizers with the tools to reduce waste, conserve resources and foster a culture of environmental responsibility.

RFS gives its members expert advice and the tools to put that advice into action, including editable templates, PDFs to send to runners and volunteers and ready-to-use content to copy and paste. Once a race has achieved at least 15 of their sustainability initiatives, they receive the digital Racing for Sustainability badge to display on their website, social media and emails to promote their efforts. Ultimately, the organization’s website will include a directory of races that have earned the RFS badge, so that runners who want to support sustainable races have an easy way to find them.

If you’d like to support the work RFS is doing to make it easy for races to be more eco-friendly, please consider donating. With a donation of $25 or more, you’ll receive the Running…and Beyond guide to help you take the next step in your personal sustainability journey. Learn more at racingforsustainability.org. becomes.

• Runners often stick to the same routes, other than when they’re traveling, but for almost all of us there are plenty of places to explore close to home.

Are you able to arrange some day trips to explore local parks and paths that you have heard (or maybe know) are good for running, but that others may not have enjoyed? That nudge to try something new will be well received and runners will be grateful to you for stoking their joy of exploration.

I n 2 0 2 3, t h e P a l m e t t o Running Store, which fiercely prioritizes sustainability and

goes above and beyond to find innovative ways to be both a good environmental steward and a successful business, earned The Running Event’s prestigious Store of the Year Award. The Running Event’s choice of an eco-conscious retailer demonstrates how much sustainability is appreciated within the running community.

While making these changes may involve extra effort, you have those runner habits that also make us great environmental a dvo c at es: st ubb or n ness, resilience and the ability to adapt. You got this. n © 2025 Diversified Communications

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The Sustainability Issue

Fighting Fires With the help of the running community, Los Angeles bounces back from devastating wildfires. / By Danny Smith

A view from A Snail’s Pace storefront in Monrovia, CA, as the Eaton Fire burned. Though the shop never faced a mandatory evacuation, it did shut for one day.

W

ith the sun only beginning its climb over the Los Angeles cityscape on the morning of Sunday, March 16, thousands assembled next to famed Dodger Stadium 16

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for the 40th running of the Los Angeles Marathon.

Over the subsequent hours, 21,400 runners traversed 26.2 miles of L.A. streets, passing through Hollywood and

Beverly Hills and some of the city’s most iconic landmarks before finishing at Avenue of the Stars in Century City.

Thousands lined the streets, clapping, cheering and shouting inspired messages

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in an energizing, triumphant counter to the gloom covering the City of Angels weeks prior.

“The city came out for the marathon and we could feel the uplift,” Murphy Reinschreiber, chief operating officer of The McCou r t Foundation, t he organizational force behind the Los Angeles Marathon, tells Running Insight.

M a ke no m i st a ke, L o s Angeles, though battered and bruised from January’s tragic wildfires, is on the mend with a boost from the local running community.

Wildfires Consume L.A. Entering 2025, Reinschreiber and his McCourt Foundation colleagues were gearing up for two major events – the Rose Bowl Half and the Los Angeles Marathon – serving about 40,000 runners in the calendar year’s opening 11 weeks. Everything followed a familiar script until the plot turned in an unexpected direction.

Starting on January 7, nine different wildfires consumed Los Angeles County over the ensuing two weeks. The fires displaced residents, uprooted lives and left once-vibrant communities a charred mess of debris, shattered dreams and uncertainty.

“T he wildf i res took a ll of us way off our stride,” Reinschreiber says.

The McCourt Foundation quick ly a n nounced the postponement of the Rose Bowl Half slated for January 19, a simple decision given the blazes engulfing the area and, even more, the Rose Bowl’s presence as a command center and staging area for more 17

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On January 19, Run With Us in Pasadena, CA, hosted an event distributing footwear, apparel and socks to those impacted by the fires. More than a dozen brand and community partners participated in the event.

than 4000 firefighters and National Guard troops. The McCourt Foundation hustled into customer service mode, managing a flood of inquiries from runners and partners related to the Rose Bowl Half and the fate of the sold-out Los Angeles Marathon.

Beyond those events, local run retailers – along with so many other businesses – also felt the impact personally and professionally.

In Pasadena, Run With Us sat on the edge of a mandatory evacuation zone for the Eaton Fire and was forced to close for two days as flames swept across more than 14,000 acres and leveled thousands of homes, businesses and more. Run With Us assistant manager Michelle Williams says the Eaton Fire impacted many of the 25-yearold running shop’s staff and customers, including some who

lost their homes.

Nine miles to the east in Mon rovia, A Snail’s Pace owner Joe Lourenco watched fire trucks idle on the road in front of his running shop and black smoke blanket the blue sky — a surreal scene in a typically idyllic setting. Lourenco’s store, located about a half mile away from the mandatory evacuation zone, closed for one day.

“But that’s a small price to pay,” Lourenco says.

Runners Respond As the fires subsided, the city’s r unning com munity contributed to relief efforts, helping to spark recovery and ignite hope.

On January 19, Run With Us turned its parking lot into a large-scale community event.

With the help of nearly a dozen brands, the retailer distributed free shoes, clothing and apparel

to individuals affected by the wildfires.

“Everyone wanted to do something to help,” Williams says.

Vendors sent over lightly used demo shoes and new product while running retailer peers such as Noth Dakota-based See Dick Run and Orlando’s Track Shack shared goods as well.

The McCourt Foundation and LA Road Runners, meanwhile, purchased $1000 worth of socks for distr ibution. Williams estimates Run With Us helped about 850 people on January 19 alone.

“We said we’d end things at noon, but we were still going strong at 4 p.m.,” she says.

For the next month, Run With Us continued its philanthropic ways, including providing clearance shoes and apparel to fire victims.

A Snail’s Pace similarly © 2025 Diversified Communications

Fighting Fires (continued)

Weeks after wildfires tore across the region, more than 21,000 runners toed the starting line of the Los Angeles Marathon, a symbolic nod to the area’s recovery.

collected items for fire victims and supplied footwear, apparel and other goods to people impacted by the fires. Lourenco has adopted a longer-term approach to distributing items, however, especially knowing needs will extend well into the months ahead.

“Too often when natural disasters occur, once the news moves onto the next topic people forget it takes months or years for places to fully recover,” Lourenco says. “We plan on continuing to distribute shoes and apparel throughout the year 18

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to schools, run clubs, churches and other organizations.”

Optimism In Recovery The McCourt Foundation pushed excess food, water and race clothing from its warehouse to local relief centers, directed financial cont r ibutions to recovery efforts and partnered with Strava to invite runners from a round the world to contribute to the Together LA Wildfire Relief Fund.

The Foundation also teamed with the nation’s three largest marathons – Boston, Chicago

and New York – to raise funds for relief efforts through the sale of limited-edition togetherLA apparel featuring logos of the four marquee events. The foundation directed net proceeds from sales of the “4 Marathons: 1 Cause” mercha nd ise to CORE and the California Fire Foundation to help fund relief and recovery initiatives.

By early February, the shock and short-term thinking that dominated as the fires burned slowly ceded to optim ism a n d a s u r g e o f p o s i t i ve energy. Reinschreiber saw

runners return to the streets and their familiar patterns of life. Viewing running as a part of the city’s recovery, T he McCou r t Fou nd at ion confirmed its plans to host the Los Angeles Marathon on March 16 and announced April 27 as the new date of the Rose Bowl Half.

“Throughout its history, the Los Angeles Marathon has played a unifying role in the city and we wanted to be a part of delivering something meaningful to Los Angeles,” Reinschreiber says. n © 2025 Diversified Communications

Serving Run Specialty Since 1991

Helping Runners RECOVER BETTER™

The Sustainability Issue: Brand Focus

Cool Sustainability Icebug races toward a greener future. / By Danny Smith

I

n 2015, Icebug, the Swedish company best known for producing ultragrippy footwear, crafted a daring goal to become the world’s first “climate positive” shoe brand.

Even as company leadership ditched the “climate positive” term – “It makes you think you can consume your way out of the climate crisis,” Icebug director of product Jérôme Manceau tells Running Insight. – the brand continued dedicating time, attention, research and capital to its environmental efforts.

Icebug gathered data from its suppliers about decreasing emissions and initiated efforts to cut the use of fossil fuels throughout the production process. The brand also helped its partner factories access solar panels, sourced natural rubber as an alternative to oil-based rubber and retreated from inbound airfreight.

Along the way, Icebug became a certified B Corp, a designation signaling its commitment to nature and society, and invited consumers to track Icebug’s work on the sustainability front through the brand’s Follow the Footprints Initiative, which publicly shares the materials, factories and carbon of each shoe model. Notably, Icebug also began putting QR codes in its shoes, enabling consumers to easily discover the manufacturing point of their footwear as well as the bio-based and recycled materials in its composition.

Icebug’s sustainability journey took a notable step forward last month with the release of the Järv RB9X, the brand’s most sustainable running shoe to date and “a milestone,” according to Manceau.

T he Jä r v, a t r a i l r u n n i ng mo del designed to tackle long days and mixed terrain, rejects virgin petroleum as its main ingredient. It features a midsole compr ised of 66 percent bio -based content made from corn, an outsole 20

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With the recently released Järv RB9X, Icebug has unveiled the most sustainable shoe in its 24-year history.

containing 15 percent recycled rubber, an upper made of 50 percent recycled polyester and a lining crafted entirely from recycled polyester.

And best of all, Manceau says, the Järv performs – an absolute necessity in today’s performance running marketplace.

“Nobody wants a ‘sustainable’ shoe if it isn’t at least as good as the competition,” Manceau reminds. “We keep working hard to decrease our climate impact and to make

versatile shoes that endure tough usage.”

In the years ahead, Icebug plans to continue leaning into durability and highquality, sustainable materials, hoping it might inspire consumers to choose better and its peers to produce footwear in a more responsible way.

Ultimately, Manceau says, the 24-yearold brand’s vision is “to be a changemaker for a society where people can thrive on a planet in balance.” n

© 2025 Diversified Communications

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The Sustainability Issue: Brand Focus

No Compromises Polartec’s decades-long sustainability push reaches deep into many brands. / By Danny Smith

P

olartec might not be a household name to consumers, but its name is well known among manufacturers seeking innovative and sustainable textiles. Running-oriented brands such as Vuori, rabbit, Oiselle, Nike and Satisfy have all used premium Polartec fabrics, membranes and textile technologies to create everything from lightweight tanks and tees to weather-protective shells.

Polartec’s commitment to sustainability runs long and deep.

In 1993, Polartec invented the first fleece crafted from recycled plastic water bottles.

In leveraging that knowledge to create high-performance fleece, insulation and other fabrics, Polartec has kept more than 2.5 billion – yes, billion – plastic bottles out of landfills.

Over re c ent yea r s, Pola r t e c ha s continued prioritizing innovation alongside environmental stewardship.

In 2023, for instance, the brand introduced Biolon-based products, replacing fossil-fuel derived nylons with a renewable, plantbased nylon alternative that reduces carbon emissions by up to 50 percent. Later this year, the brand will debut a new Biolon plant-based fabric completely severing ties with fossil fuels.

“The R&D process is rigorous and can take years, but bringing the premium products to market that protect the planet in addition to people is what we do at Polartec,” says Ramesh Kesh, senior VP at Milliken, Polartec’s parent company.

P o l a r t e c h a s a l s o r e m ove d a l l environmentally damaging PFAs from its product portfolio – something it achieved in 2021 well ahead of regulatory requirements – and reduced microfiber shedding with innovative technologies and constructions in fabrics to help protect oceans and waterways. Many of the brand’s key fabrics, including Polartec Power Air and Polartec 22

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Polartec has become a partner to numerous running brands seeking sustainable textiles. Companies such as rabbit, Vuori, Nike and Oiselle have all incorporated Polartec innovations into apparel products.

Power Shield, feature recycled inputs and plant-based components.

“These efforts, paired with long-lasting product durability, reduce our impact, reduce waste and extend the life cycle of the clothing and gear that are built with Polartec fabrics,” Kesh says, adding the brand has proven there’s “no need to compromise performance to protect the planet.”

Movi ng for wa rd, Kesh prom ises continued textile innovations blending cutting-edge performance with sustainable

practices. He also pledges ongoing investment in low-impact materials that can be easily repurposed or recycled.

“Sustainability is an ethical choice – some would say obligation – and an opportunity for innovation,” Kesh says. “Every fiber we engineer is a chance to do better for people, for products and for the planet, and with over 30 years of leadership in recycled and sustainable textiles, we see environmental stewardship as a responsibility we’re perfectly positioned to deliver on.” n

© 2025 Diversified Communications

The Sustainability Issue: Brand Focus

Challenge Accepted Outdoor Research’s sustainable push answers the call for a greener effort. / By Danny Smith

O

ut d o o r Re s e a r c h (O R) sustainability specialist Haylee Utt calls carbon reduction the Seattle-based company’s “North Star” – the inspired, lofty target guiding all of OR’s strategy decisions related to sustainability, from its sourcing of raw materials to evaluating chemical safety in its supply chain.

“Outdoor Research’s love for the outdoors goes hand in hand with our responsibility to protect the planet,” Utt says.

And over recent years, Outdoor Research has been par ticularly active on the sustainability front, talking the talk and walking the walk as a growing outdoor brand.

A founding member of the Outdoor Industry Association Climate Action Corps, a collective committed to reducing and removing greenhouse gas emissions across the outdoor industry, OR has set science-aligned targets and employed thoughtful strategies to reduce its greenhouse gas emissions, such as investing in renewable energy.

OR has also teamed with like-minded partners throughout its supply chain to drive positive climate action and taken concrete steps to reduce waste. As one example, Outdoor Research recently partnered with Debrand to responsibly recycle and dispose of textile cuttings from its factory as well as damaged or warrantied garments unable to be resold in the brand’s Des Moines, WA, outlet store.

“This helps us divert waste from the landfill and track how much fiber can be recycled – giving us valuable feedback on our raw material sourcing and the future development process,” Utt says of the collaboration with Debrand.

On the product side, OR has proactively transitioned its products to be free of intentionally added PFAS – the synthetic “forever chemicals” that infiltrate water, 23

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As Outdoor Research continues its push into the running marketplace, the Seattle-based brand is doing so with various sustainable products.

soil and wildlife systems. Today, Outdoor Research builds all of its products free of intentionally added PFAS – an ambitious target the brand reached in January.

The company has also prioritized the use of sustainable materials like recycled nylon and polyesters and bluesign-approved materials, which appear in run-oriented products like its Deviator Wind Jacket featuring bluesign-approved and recycled nylon and the new Swift Lite Shorts, which use bluesign-approved polyester.

Meanwhile, OR’s newly redesigned Foray/ Aspire 3L Rain Jacket recently became

the first technical apparel in the outdoor industry to be third-party certified carbonneutral by Climate Impact Partners.

Ba la nc i ng bu si ne ss g r ow t h a nd environmental stewardship is a challenge, Utt acknowledges, but one Outdoor Research readily accepts.

“OR’s committed to transparency in its business practices, identifying areas for improvement and making strides to mitigate our global environmental impact while continuing to create premium outdoor gear and apparel for people who love being outside,” Utt says. n

© 2025 Diversified Communications

The Sustainability Issue: Brand Focus

Shoe Conversations Two running brands – Brooks and Nike – share the thinking behind their efforts. / By Cregg Weinmann

N

othing brings validation like a good Latin phrase. How about this one “audentes Fortuna iuvat”? It has a nice ring to it, and the translation is equally profound: “Fortune favors the brave.”

There is much conversation about conservation, especially at this time of year as Earth Day is celebrated April 22.

We all know that we only have one planet that is fit for running and that is the example we strive to set in our spheres of influence.

Accountability keeps us on the straight and narrow and helps us sleep peacefully night — that and a regular diet of running.

While lacing up your running shoes in the morning (or evening, lunch or all three), you’d love to be confident that the materials that protect you on the run, treat the environment kindly as well. To find out just what retailers and their customers can expect in terms of eco-efforts, Running Insight reached out to two of the many forward-thinking brands – Brooks and Nike – to discuss their market-leading efforts in developing and promoting sustainability in their running shoes.

How do you address sustainable practices for the components of your running shoes?

Brooks: We aim to reduce the environmental impact of our running gear. To do this, we’ve created our sustainable consumption strategy in support of the United Nations Sustainable Development Goal #12: Responsible Consumption & Production.

We take a holistic approach, managing the impact of our products on the planet across their lifecycles, from raw materials to product use and end-of-life. We’ve identified key interventions to address that impact: we minimize our reliance on 24

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Nike says it is on a journey to reinvent, innovate and source materials to make its circular vision a reality.

non-renewable resources and use more sustainable materials in our product, minimize material waste generated during manufacturing, introduce a fully circular product and take responsibility for our product after its usable life.

Nike: Nike is on a journey to reinvent, innovate and source materials that make its circular vision a reality. That’s why we’re so focused on increasing usage of environmentally preferred options across our five key materials — polyester, cotton,

© 2025 Diversified Communications

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Shoe Conversations (continued) purchased 3050 MWH (megawatt-hours) of renewable electricity to reduce GHG emissions from Brooks-operated facilities, and achieved 12 percent renewable energy use at our Tier 1 footwear factories. Brooks is also minimizing air freight and relying on renewable fuels in ocean transport that could contribute to nearly 30 percent of needed GHG emissions reductions. In alignment with this goal, Brooks partnered with ZEMBA, a first-of-itskind buyers’ group working to accelerate the most sustainable, scalable and economically viable solutions for the maritime sector, to support our commitment to low-emission maritime shipping for 40 percent of our footwear and apparel.

Last fall, Brooks introduced its DNA Tuned midsole in the all-new Glycerin Max and Glycerin 22. This midsole is created with a dual-cell technique and includes biobased content derived from sugarcane, with 18 percent of the midsole made from bio-based content. Using biobased content in our midsoles is an important strategy to help reduce our reliance on foam from non-renewable resources and reducing GHG emissions.

leather, foam and rubber.

By focusing on improving the environmental impact of materials within our products, we have the opportunity to innovate with per formance materials that drive towards our emissions reduction target at scale.

For footwear, we continue to focus on improving specific, high-volume materials (polyester, rubber, foam and leather), through significant efforts to increase the use of recycled versions of these materials and innovate methods to make and support their use at scale.

What recent developments/ techniques have influenced your net-zero shoe manufacturing processes?

Nike: At our size and scale, we are regularly monitoring our footprint and optimizing for the best possible impact.

Emissions associated with our product constitutes more than 75 percent of our carbon footprint, with material choice accounting for 35 percent of that. For this reason, materials – and the energy used to produce them – present an opportunity to reduce Greenhouse Gas (GHG) emissions. We remain focused on increasing the use of environmentally preferred materials (EPMs), adopting a nd scaling re cycle d a nd lower-impact materials without compromising the performance of our products.

Brooks: By leveraging insights f rom ou r GHG em issions inventory and product carbon footprint assessment, we can identify strategies to reduce 26

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Brooks’ new Glycerin Max and Glycerin 22 include bio-based content derived from sugarcane, with 18 percent of the midsole made from bio-based content.

GHG em issions. T hese strategies form the basis of our climate transition plan and our blueprint to achieve our science-based GHG emissions targets. Key strategies in our climate transition plan include manufacturing energy use

and continuing to incorporate recycled and bio-based content into raw materials, among others.

How has this improved your environmental footprint?

Brooks: Last year, Brooks

Nike: Our motto is “There is no finish line.” Moving forward, innovation remains key, as we explore new recycling methods, bio-based alternative materials and more energy-ef ficient production techniques.

Tr a n s f o r m a t i v e c h a n g e requires targeted, collective effort. Through collaboration, both across the company and with suppliers, we are focusing on addressing emissions

© 2025 Diversified Communications

associated with high-volume materials by increasing recycling and reuse. We are also developing the necessary business strategies to enable more sustainable solutions that can be applied at scale across our product lines.

What impact does end of product l i fe /re cycl i ng play i n you r processes?

Nike: Circularity is a guiding design principle for us and we’re working to create products that last longer and are designed with their end in mind. Here are a few examples of how we are helping extend the life of our products and materials: • Through our Circular Design Guide, we have shared with the world a circular approach to design, manufacture and reuse of products with as little impact on the environment as possible.

• We are re-imagining waste streams to create value through the recycling of our own products. What began as a grassroots initiative in 1992 to repurpose shoes headed for landfills is now a global sustainability program that helps transform manufacturing scrap and end-of-life shoes into recycled Nike Grind materials.

• We a r e a l s o e x p l o r i n g business models that support t h e s e c o n d h a n d m a r ke t , like Re-Creation. The Nike Re-Creation program locally collects vintage and dead stock pieces, using them to create new locally designed and manufactured products.

• We recycle and donate used athletic shoes and clothing. You drop off used athletic gear at a participating Nike retail store and we sort it to determine what 27

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can be recycled and what can be cleaned and then donated.

Either way, together we can help divert materials from landfills.

• Nike Refurbished extends the life of eligible products by taking like-new, gently worn and slightly imperfect kicks, refurbishing them by hand and offering them at select Nike factory, Nike unite and Nike community stores.

To become fully circular, we must build complex systems where waste is minimized and what waste is created becomes the source for new materials, reducing our need for virgin materials. We’ve developed circular solutions that cover how products are sourced, made, used, returned, reused and ultimately reimagined as something new.

To achieve this, our product teams use circular design principles to extend product life, fuel creativity and reimagine apparel and footwear design with circularity in mind. At the same time, our circularity programs look beyond product design to create new markets for materials previously seen as waste.

Brooks: O u r ef for ts spa n beyond raw material choices t o c o n si d e r a t io n s of t h e overall environmental impact of materials and the full life cycle of our finished product.

One life cycle stage we focus on is the processing of raw mat er ia ls i nto a f i n ishe d m a t e r ia l, such a s t ext i le knitting, textile dyeing and midsole manufacturing, all of which contribute 35 percent of our total GHG emissions.

To enable circular product, we need to create pathways

The efforts we make today impact our progress for tomorrow. For many of us, running sets the tone for the efforts of the day and our resolve is bolstered by our endurance.

Audentes fortuna iuvat — Run long, Run well, and Run bravely.

for our product to be returned after runners have finished logging their miles. Through our founding membership of The Footwear Collective, an initiative dedicated to advancing circularity in the footwear industry, we are dedicating r esou rc es t o supp or t t he development of a collective takeback program. The Footwear Collective will play a critical role in helping achieve our circular ambitions, a key part of our Planet 2030 strategy to protect the planet we run on.

We recognize the complexity of developing circular systems and the importance in collaborating within the footwear industry to unlock solutions that will scale and accelerate our journey to circularity.

Additionally, Brooks ReStart is a program offering customers a more sustainable way to purchase Brooks product by offering new homes for lightly used shoes at a variety of price points before they’ve run their

last mile. Brooks’ sustainability initiatives are dedicated to protecting the planet we run on. The launch of ReStart is an important step in the brand’s long-ter m, science-backed approach to sustainability.

W h at nex t st ep s a re i n development/implementation to address greener earth efforts?

Nike: Although we’ve made great progress by reducing o u r ow n e d a n d o p e r a te d emissions by nearly 70 percent and our scope 3 emissions are down 20 percent since 2020, looking ahead we know there is still important work to do.

Climate Change is impacting athletes. We are seeing it in the form of extreme weather events such as heat waves, floods and droughts. It’s impacting the health, performance and participation of athletes of all levels, threatening the future of sport.

To address climate change’s impact on spor t and our business, Nike is helping to innovate and collaborating to find ways to help protect the planet and with it, the ability of athletes to participate in sport.

Nike is focused on driving climate action in four strategic impact areas — carbon, waste, water and chemistry. Helping mitigate climate change requires us to more effectively catalyze decarbonization efforts across our value chain, try to find ways to reduce and recycle waste, optimize water usage and develop cleaner chemistries that minimize our environmental impact and, in turn, help protect the planet. n

© 2025 Diversified Communications

The Sustainability Issue

Reduce, Reuse and

YEE-HAW! The practice of staying true to your running store’s sustainability culture is explained. / By Tom Griffen

Y

ears ago I operated a running store in a lazy beach community near Santa Cruz, CA. Less than half-mile in one direction was the Pacific Ocean and the same distance the other way was a mountainous park filled with fern-lined trails and giant redwoods.

Geographically, it was one of the most unique places I’d ever been.

The area’s general aesthetic, its fashion sense and even the speaking style of the residents was similarly distinctive. The overall vibe was beachy, but unlike many other coastline communities, there was also a resolved air of whimsy. A pair of flattened flip-flops paired as successfully with a fancy suit as they did with kneelength board shorts. Add a drum circle, some rampant political fervor and boom, the town aptly lived up to its tagline: Keep Santa Cruz Weird.

I moved to the Central Coast to help a failing running shop get back on its rails. I’d come from a traditional run retail environment and was well-versed in the conventional way to do business.

The go-to store operating model at the time offered an ideal scaffolding for me to create some momentum, but it didn’t take long to realize that in order to truly fit into my new community, I’d benefit from some minor adjustments.

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Mostly, I needed to prove that I was paying attention to my new, idiosyncratic audience, the majority of which were highly educated, socially aware and environmentally astute.

Making A Start For starters, my first goal was to get good at recycling. I was practiced in separating my own personal trash, but I didn’t realize about the nuances of properly doing so.

My store team and I committed to being ambassadors of sustainability in our tiny little retail footprint. We ran wild with new-fangled policies and processes to more mindfully dispose of waste, use power and generally become better stewards of the planet.

Here’s a short list of some our success stories: • We turned the never-ending piles of shoebox paper into free year-round gift wrapping. This, and an accompanying coupon, brought a lot of people into the store.

• We followed the lead of a San Francisco outdoor retailer and reused spent cardboard as store signage.

• We bundled up stacks of gentlyused shipping materials and advertised free moving boxes on a popular online community board.

• We put a dimmer on our store lights and, along with a couple strategically placed lava lamps, rallied around a vibe of “relaxed retail.”

We, as a team, got really good at doing our little part. The more we looked for opportunities to reduce, reuse and recycle, the more deeply we believed in the bigger reasons behind our efforts. Separating cardboard more carefully was the basic in-road for our new, all-encompassing, collective mindset.

Shirting the Issue One of our more successful endeavors had to do with staff shirts. Back then, vendors were constantly whipping up fanciful technical tees for staffers to wear while working the floor. Most of the shirts were marketing efforts that were so-so at best.

We didn’t want to play along with the so-so norm, so we flat out demanded that they stop including us in their giveaways.

Instead of spending money on such chintzy tops, we asked them to pony up the cost of embroidering our logo onto a selection of vintage cowboy shirts. They happily complied.

My affinity for cowboy shirts has been lifelong. I grew up in a town of ranchers and my earliest memories are laden with

© 2025 Diversified Communications

cowboys. Like, actual, gotten in this business horse-riding buckaroos to foster. who worked jobs as Had it not been for cowpokes, punchers and t he dema nd s of t he wranglers of cattle and com mu n it y, I’m not who would show up at sure I’d have been as the grocery store decked motivated to audit my out in dusty chaps, leather business so thoroughly vests and of course, snapand find otherwise hidden front collared shir ts. areas for sustainable action. I have Santa Cruz Their inf luence left a to thank for helping me mark in so many ways, and included my fashion unintentionally create sense. a store cu lt u re t hat And though I am not a paid close attention to cowboy (and never have sustainability in regards been one), for my entire to all the small things. adult life I’ve sought Sa nta Cr uz was out cowboy snap shirts also the reason I gave at every single thrift a second thought store I come across. to merg i ng my ow n My connection to these a f f i n it y for cowb oy vestiges of my past go snap sh i r ts with the beyond nostalgia. I also local air of eccentricity. really, really like how But, as it turned out, they look. our relationship was When I settled into symbiotic. We fed each Santa Cruz, I thought other’s weird little fires. that adding this touch of And, perhaps most pearl-snap western flair, importantly, I have this especially since it’s a moment in time to thank reuse of something old, for my current penchant would go over well as to live as green of a life as our staff uniform. My possible. Yes, my measly instincts proved to be bundle of recycles and right and our doggone particular lightbulb choice It’s all about the shirts for author Tom Griffen, who urges retailers to look for creative ideas to logoed snap-front shirts, sustain their businesses — while doing good for the environment at the same time. probably does almost most of them from the nothing for the Earth in the 1970s, older than any shirts. I’d gradually add more insoles. But not until their 90th grand scheme of things. employee I ever had, quickly to the mix, usually finding day did they get to pick out a But the practice of separating became the talk of the town. them for two or three bucks week’s worth of snaps. We plastic from trash, or keeping We regularly fielded questions a piece at yard sales and used always made a big deal out of my place just a little bit cooler, like, “Where can I get one of closing stores, and my team their long-awaited shirt day. all while continuing to give life those?” that created many an soon started doing the same.

Those cowboy shirts became to discarded cowboy shirts at opportunity to hand out a job All while my vendors continued a defining cultural trademark vintage stores (where they now application. to pay for our modest logo on of our store. Their simplicity fetch exorbitant prices) are all For as long as I had that the chest. and quirk always drew attention conscious choices that help me store, I kept a rolling rack in On any new hire’s first day and regularly bridged the social stay true to my own personal the back room full of a colorful on the job, I’d outfit them with gap. They sparked the sorts and sustainable culture. assortment of cowboy snap our Big 3 — shoes, socks and of connective interactions I’d Yee-haw! n 29

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© 2025 Diversified Communications

The Sustainability Issue

Celebrating Success Passage of the EXPLORE Act headlines Outdoor Alliance annual report.

I

t was a good year for the environment and for Outdoor Alliance, the coalition of outdoor recreation groups working together to protect public lands. The proof is in its recently published 2024 annual report, which details the efforts made throughout the 2024 calendar year in helping secure major conservation wins, including the protection of millions of acres of land and water, the evolution of how public lands are managed for outdoor recreation and the strides the organization has made in building an engaged and powerful outdoor advocacy community.

Efforts like those and others become even more important in 2025 and beyond as conservation work faces increasing headwinds. Outdoor Alliance’s mission and biggest achievement is continuing to help the human-powered outdoor recreation community – including running – speak with a single voice, garnering greater power in achieving bipartisan conservation successes in Washington, D.C. A key example from 2024 – nearly 10 years in the making – is how Outdoor Alliance led advocacy efforts to pass the EXPLORE Act, the most significant package of outdoor recreation policy that has been passed in recent years. In September, before its passage, Outdoor Alliance gathered a group of more than 80 advocates who facilitated as many meetings with lawmakers on the Hill, championing EXPLORE. Within the 16-page report, the small but mighty 10-person Outdoor Alliance team shares its major accomplishments from the year, which include: • Helped protect 119,615 acres with the expansion of the Berryessa Snow Mountain and San Gabriel National Monuments.

• Facilitated 39,000 letters to legislators.

• Produced 562 datasets that were shared with the public.

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• Helped secure $10 billion for public lands in supplemental disaster funding.

• Held 426 meetings with lawmakers, which equals more than eight meetings per week.

• Wrote 36 policy letters.

• Trained 20 outdoor recreation leaders in advocacy and leadership as part of the newly established Grasstops Collective leadership training program, to influence national policy.

A Landmark Year “The past year was a landmark one for Outdoor Alliance and the outdoor recreation community,” says Adam Cramer, executive director of Outdoor Alliance. “After a decade of hard work, we saw the passage of the EXPLORE Act – a huge bipartisan win – and made significant conservation gains across a range of programs, thanks to strong support from Congress.

“Most importantly, more people than ever who recreate outdoors are stepping

up to advocate for the places they love,” he continues, adding that in 2025 “we’re facing real headwinds — especially with recent layoffs at land management agencies and the threat of public land sell-off. But the past year is a powerful reminder that Americans and their representatives in Congress share a commitment to protecting and improving public lands for all Americans.”

Outdoor Alliance acknowledges the collaborative efforts it takes to get these wins across the finish line and thanks its regional networks, national advocacy organizations, corporate partners and donors, board of directors, and people from across the outdoor recreation advocacy community. These collective endeavors help make Outdoor Alliance one of the most effective conservation and recreation advocacy organizations in the country.

To download a copy of the report: www. outdooralliance.org/outdoor-alliance-2024annual-report n

© 2025 Diversified Communications

DECEMBER 2-4, 2025 HENRY B. GONZÁLEZ CONVENTION CENTER SAN ANTONIO, TX

SPEAK AT AT SPEAK THE RUNNING RUNNING EVENT EVENT THE

2025 2025

The Call for Education is Open!

This year’s education program will be built around the theme “Better Together – Uniting the Running Industry.” We’re looking for dynamic speakers to share action-oriented insights on running culture, consumer trends, leadership, retail efficiencies, and more. If you have insights that will elevate and inspire the run specialty industry, we encourage you to submit a session proposal.

Speaker Benefits • One complimentary registration pass, which provides access to all sessions, keynotes, networking functions, and the exhibit hall • Invaluable networking opportunities with other presenters and industry peers • Photo and biography featured on The Running Event website and app • Session featured in marketing promotions and The Running Event 2025 Guide • Exposure in Running Insight

@therunningevent

The Running Event 2025 Call for Education closes SUNDAY, APRIL 20.

Click below to learn more and propose a session, or visit www.therunningevent.com/ call-for-education

APPLY TO SPEAK

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One More Thing ...

One Tree At A Time A sustainable Q&A with tentree’s Cooper Reis. / By Marcus Wolff

C

ooper Reis knows that business can be a force for good. As the director of wholesale for tentree – a Vancouver-based apparel brand on a mission to restore the planet – he’s helping retailers bring sustainability to the forefront, one tree at a time.

He recently sat down with Trailheads to talk about tentree’s impact, the company’s ambitious goals for 2025 and his latest outdoor adventure.

Trailheads: What is your company’s mission and how did that help launch the brand?

Reis: Our mission is to create a global movement of change makers who are inspired to restore our planet through products built for everyday adventure.

To execute this our focus is on tree planting, which is an easy-to-understand way to help restore our planet. Knowing 32

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that every item plants trees, and being able to track them through our Impact Wallet, connects the customer with the difference they can make by purchasing tentree. This simplicity and the tangible aspect of tree planting has helped launch the brand and build a strong following.

How does your sustainability mission carry over to tentree’s supply chain?

In addition to all of our tree planting initiatives we are also Climate Neutral certified, offsetting all our (Scope 1, 2 and 3) emissions across the entire supply chain. We measure, report and publicly disclose our overall impact through our annual Sustainability Report — a document that we are very proud of as an organization. In short, we are not just striving to be sustainable; we are aiming to be leaders in restoring our planet and that weaves throughout the entire business.

How does your brand get its message out at retail?

Earth Month (April) is a big time of year for our brand.

Every year we partner with retailers across North America to promote the awareness of Earth Month and specifically Earth Day on April 22. We send our partners tentree branded saplings to give to customers and thank them for shopping sustainably. We also offer brand signage and fixtures with sustainability and tree planting messages.

It’s really important to us that customers who discover tentree while shopping in stores can instantly connect with what we do and how they can join the party.

What are your key growth plans in 2025?

Attending Switchback is the perfect opportunity for us to put our brand out there and join the conversation for how we can continue to progress the apparel industry in a more sustainable direction. Additionally, we are investing in our retail partners to ensure they are able to run profitable businesses while still having a positive impact on the planet. Their success is our success and we just need to show them that it isn’t a tradeoff between the two. If we can accomplish this we feel optimistic about growth in 2025. n Marcus Wolff is editor of Trailheads, the official publication of Switchback Spring, June 16-19, 2025 in Nashville, TN. This article originally appeared in the March issue of Trailheads.

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