ISSUE 1415 APRIL 14, 2014 The Weekly Digital Magazine for the …d4ex6pvli7xof.cloudfront.net/.../SGB_14Q2/SGBW_1415lo.pdf · 2014. 4. 15. · ISSUE 1415 The Weekly Digital Magazine

ISSUE 1415APRIL 14, 2014

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MAKING NEWS4 Women Baby Boomers

Push Marathon Participation to All time Record

Oiselle Signs Kara Goucher 6 Running Vendors Support Track Athletes in

USATF Squabble 7 Janji Run for Another

8 Headsweats Introduces the Honor Boston Collection

Yurbuds to Sponsor Boston Marathon

Running Team

APRIL 14, 2014ISSUE 1415

The Weekly Digital Magazine for the Sporting Goods Industry

Cover: Photo courtesy reebok

Photo courtesyNewton running

10

FEATURES10 Newton Looks Beyond Niche Status

14 The Sock WallAn Integral Part Of The Athletic

Footwear Experience 18 Insoles

Much More than Cushioning24 Talking Insoles

Some obvious, and not so obvious, pointers on how to sell insoles.

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NEWS

The percentage of people finishing marathons who are women continued to inch up in 2013, when participation rebounded strongly from 2012 and set another record, according to estimates released by Running USA.

Despite several cancellations due to weather and the Boston Marathon attack, a record 1,100 marathons were held in the U.S. last year, according to Running USA's annual Marathon Report. A record 541,000 runners finished the 26.2 mile race and women made up a record 43 percent, or 232,600 up from 42 percent in 2012. The data shows female participation rates caught up with male participation rates of 31 percent in the 34 to 44 year-old demographic and then overtook them in the three age groups beyond. Participation in the Master division, ages 40 and older, also set a record climbing a point to 47 percent of participants, or 254,300.

The numbers demonstrate that a 6 percent decline in finishers in 2012 was an aberration attributable to the cancellation of the ING New York City Marathon. That race was poised to draw 47,000-plus fin-ishers, but was cancelled due to Hurricane Sandy.

USA Running estimated that the April 15, 2013 bombing at the Boston Marathon finish line and weather cancellations of major marathons in Dallas and Memphis in December reduced the number of finishers by

Women BaBy Boomers PuSh MarathoN ParticiPatioN

to aLL tiME rEcord

Oiselle, the women’s running apparel brand based in Seattle, WA said Kara Goucher, one of the most decorated female runners of all time, has joined Oiselle as a sponsored athlete and business partner.

Goucher made her marathon debut in New York City in 2008 placing third. In 2011, she finished fifth at the Boston Marathon and competed in the 2008 Beijing Olympics and 2012 London Olympics placing eleventh. In January 2014, Goucher moved back to Boulder, CO with a goal to train to qualify for her third Olympic marathon team in 2016.

Goucher’s goals outside of running match closely with Oiselle’s “femi-nine fierce” mantra. “I am so grateful to be joining Oiselle,” said Goucher. “I was able to truly ask myself what I believe and search to partner with a company who shares those beliefs…Oiselle supports women runners from beginners to Olympians, and celebrates the journey we all take to-gether. Meeting Sally was extremely inspiring to me. She made me want to be a better version of myself and align with people who share the same vision. I honestly feel like I have found a home in Oiselle, and look forward to helping other women find their wings.”

“What I love about Kara is that she dreams big and goes for it,” said Sally Bergesen, founder and CEO of Oiselle. “Oiselle has also been about believing in what might otherwise seem impossible. As we grow Oiselle into a community, and a force at the highest level in our sport, having Kara join the strength of our existing team, makes the future feel wide open. I can’t wait to see where we fly next.”

Kara Goucher

13,000 in 2013. The New York City Marathon, meanwhile, set a record with 50,266 finishers.

The only possible negative metric was a -0.7 percent dip in the number of finishers from the same 372 U.S. marathons for 2012 and 2013, not including the Boston Marathon. By comparison there was a 1.6 percent increase in finishers from the same 388 U.S. marathons for 2011 and 2012. Since 1990, there has been more than a 140 percent increase in U.S. marathon finishers (224,000 vs. 541,000) and over the past decade, a 40 percent increase (386,000 vs. 541,000).

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Brooks, Saucony, Oiselle and CEP Compression all issued statements supporting its sponsored-track athletes if the Track & Field Athletes Association calls for a collective action against the USA Track & Field (USATF), the sports governing body. A potential strike could lead some athletes to boycott the USA Outdoor Championships, June 26-29, in Sacramento, CA.

A group representing elite runners, shot putters and pole-vaulters seeking to unionize are reportedly upset at the way USA Track & Field runs its meets and applies rules. In February, the TFAA asked USATF to be allowed to observe protests and appeals at future USATF cham-pionship meets following a pair of controversial disqualifications at the USA Indoor Championships last month in Albuqerque, N.M., noted the Oregonian. USATF has refused to release the video evidence. The union-ization efforts followed the controversial National Labor Relations Board ruling in late March that designated Northwestern's scholarship football players as employees and awarded them the right to unionize.

In a statement issued on March 28, the TFAA asked the vendor spon-sors for "official recognition" as the "collective voice of elite and profes-sional athletes" and to support the athletes' "rights to participate in TFAA calls to action." The statement went on to ask sponsors "not to penalize

your athletes for participating in collective action" and to enter a clause stipulating as much "in all future contracts you enter into with track and field athletes." The statement led to calls of support from Brooks, Saucony, Oiselle, CEP Compression Sportswear and Team Elliptigo.

“Brooks recognizes the power of teamwork on and off the track,” said Jesse Williams, sports marketing manager at Brooks Sports. “We’re excited to see the Track and Field Athletes Association step up to help give all athletes a voice, and support their desire to work collectively to better the sport. We stand behind our athletes’ participation in the association and look forward to their leadership in track and field.”

Added Mark Bossardet, VP, sports marketing at Saucony, “On behalf of Saucony, we support and recognize TFAA as the organization that repre-sents and protects the rights of ALL elite and professional athletes. Addi-tionally, we will work closely with the TFAA on assuring all athlete rights are protected.”

Nike, the largest sponsor of the USATF, has not commented on the poten-tial action. The USATF relies on sponsorships for about half its $19 million budget, according to the Wall Street Journal. The USATF said in late March that it was appointing a working group to study the issue while indicating the "process will take place over weeks and months."

RUNNING VENdoRS SUppOrt trACK AtHLEtES IN USAtF SqUABBLE

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The idea for Janji, the socially conscious running apparel company dedicated to fighting the global food and water crisis, was born on a bus ride. Founders David Spandorfer and Michael Burnstein were members of the crosscountry team at Washington University in St. Louis heading to the Division III Championship track meet and were thinking how lucky they were to be running.

“Here were two 5’ 7” skinny Jewish boys who could never have competed at a high level in anything else,” remarked Spandorfer. “We had running - and we had the resources to not just finish a race, but compete at the top of our sport. We knew we had to find a way to give back through the sport that gave us so much. When we got back from the track meet, we applied to some business plan competitions, won them, and that gave us the funding and confidence to launch Janji.”

Based in Boston, Janji – which translates to "promise" in Malay - sells technical shirts and shorts with designs based on the flags of devel-oping countries, starting with Haiti and Kenya but since expanding to add Tanzania, Rwanda, Bangladesh, Peru, and the U.S. For each item purchased, approximately $4 is donated to that country to help solve the problem.

In Haiti, for instance, it works with Meds & Food for Kids (MFK), a non-profit dedicated to saving the lives of Haiti's malnourished children and other nutritionally vulnerable people. The tag on the shorts and shirts reads, "When you pur-chase this piece of Janji's Haiti apparel, you give 8 packets of nutritional medicine to a Haitian child. 25 percent of Haitian children are mal-nourished. But by providing Janji-sponsored nu-tritional medicines from Meds and Food for Kids, a child can become healthy in just 6 weeks! Janji's Haiti apparel is inspired by the Haitian flag."

In May 2012, Janji sold its first product line to Big River Running, a specialty running store in St. Louis, MO where Spandorfer formerly worked. The line is now in over 100 doors across the country. With its apparel design director coming from Nike, Janji seeks to at least match the quality of other apparel brands in the run specialty space.

“All of our apparel is designed for runners - Mike and I still run 70 plus miles a week,” said Spandorfer. “We wear test everything, making sure our apparel not only looks good and does good, but feels good - even at mile 24 of a mara-thon.” But the big selling point behind Janji is both the charity connection and its commit-ment to independent running stores.

“The response from running stores has been outstanding,” said Spandorfer. “So many small running stores are about giving back and chang-ing lives, so it makes sense that they would connect with a line that does just that.”

With its headquarters located on mile 23.4 of the Boston Marathon course, Janji’s team was all near the finish line during the bombing last year and has a full slate of outreach efforts planned for this year. Spandorfer’s partner, Burnstein, who finished 68th overall in Boston last year, is training to finish in the top 50 in 2014. Janji also crowd sourced the design of a Boston Marathon tee, with proceeds to the Greater Boston Food Bank. On the night of the Boston Marathon, a popular band from New Orleans is being flown up to play a private show with 400 of Janji’s closest friends. All proceeds from the event will go toward its partnering organizations.

Albeit on a small base, Janji tripled its volume in 2013, started to expand overseas by opening with Sweatshop Running store in the U.K., and launched a team division. But Spandorfer believes Janji is only starting to tap the running communi-ties’ connection to supporting others.

“We just want to continue to create great apparel that runners are not just excited to wear, but proud to wear,” said Spandorfer. “If we keep doing just that, we can change the world.”

JANJI rUN FOr ANOtHEr

Janji co-founders, Michael Burnstein and David Spandorfer


NEWS

yURBUdS tO SpONSOr BOStON MArAtHON

rUNNING tEAM

Yurbuds will sponsor four runners at this year’s Boston Marathon who were unable to finish last year’s race due to the bombing.

“The Yurbuds #neverstop team symbolizes all of the heroes that ran in the Boston marathon last year and shows the strength of the running com-munity,” said Daniel DeVille, director of marketing for Yurbuds. “We hope sponsoring these four runners not only gives them both motivation and in-spiration, but also shows our support for the Boston community and honors all those affected by last year’s tragedy.”

The Four Sponsored Runners of The Yurbuds #Neverstop Team

• Erica Nash, a runner from Seattle, WA with Cerebral Palsy, who was unable to finish at mile 25.7 due to the sudden stop of the marathon and a muscle sei-zure. Currently Erica runs with the use of an Alter-G, an anti-gravity running unit.

• Julie Benson, was participating in last year’s race to raise funds for the Sandy Hook Elementary School’s PTA when she was stopped at mile 25.8.

• Ginger Cross, a qualifying marathoner, approached the finish line and was caught between two bombs during the marathon. Recognizing the impact that the event had on runners and their families, she created the 5,700 Boston Strong Facebook Page where Boston marathoners could come together to heal as a community.

• Ryan Polly, one of the first in the running community to respond to the Boston tragedy, created a race in his hometown of Williston, VT to raise funds for the victims and their families. His race received national attention and raised more than $17,000, which was donated to Massachusetts General Hospital and The One Fund. In the weeks that followed, he rallied, with a petition of more than 20,000 signees on behalf of the runners. Through his efforts, the 5,700 runners who did not finish the race now have the ability to run this year and see their dream come true.

Erica Nash

Julie Benson

Ginger Cross

Ryan Polly

HEAdSWEATS INtrOdUCES tHE HONOr

BOStON COLLECtION

Headsweats has designed a limited edi-tion Honor Boston headwear collection. Fifty percent of all sales from the Honor Boston Collection will be donated to The One Fund of Boston, which will use the funds to offer assistance to the bombing victims and the greater Boston community.

“As avid supporters of the running community, we wanted to find a way to honor those who were affected by the terrible events that happened at the Boston Marathon last year,” stated Mike McQueeney, president of Headsweats. “The Honor Boston collection provides a way for us to give back while providing support for those who were affected by this tragedy.”

The Weekly Magazine for The sporTing goods indusTry

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n its seventh year of business, Newton Running seems to have caught a similar “itch” experienced by many married couples. For Newton,

however, the itch is more about its relationship with some runners and even the run specialty channel, particularly those still viewing the brand as that “funky niche player,” according to Craig Heisner, president of Newton

Running. Newton has continued to develop

over the last seven years from a “strong heritage, the awareness that’s been built, and an incredible tribal follow-ing” among triathletes and scores of runners. Many of the original beliefs Newton initially brought to the mar-ket in 2007, touting the benefits of lower heel-to-toe construction and gait efficiency, are being adopted by other running brands. With increasing

awareness also among runners around the importance of efficient running motion, Newton believes the running market has shifted towards its posi-tioning and that more runners are aware of the benefits of an efficient gait.

“There’s a real acknowledgment by the team that the opportunity to strike is now,” said Heisner. Still, Newton has many changes set for the

current year to capitalize on the opportunity, including losing its tag as the unconventional choice on the shoe wall.

Heisner acknowledged that the company’s messaging may have come across as too complicated, leading to the misconception that the shoes were reserved for a certain class of runners and creating a “nice” percep-tion in the marketplace.

“We’ve always believed that any runner could put on a pair of Newton’s, experience a better run, and this might be somewhat contrary to how the brand was initially presented,,” said Heisner. “Our simplified message, that Newton’s are for every runner, will be loud and clear from us this year.”

Heisner also said he believes Newton’s product line overall remained quite consistent over the last seven years, but that both retailers and run-ners are interested in something fresh and more diversified. In response to the market’s evolving over the next seven months, Newton will launch more product than the brand has over the last seven years.

The big thrust is expected to come from the introduction of +ONE technology, which adds a fifth lug to Newton’s award-winning four-lug Action/Reaction cushioning system, with the goal of broadening Newton’s appeal to more runners. With some reviewers considering the collection Newton’s transition shoes, the technology is featured in four models: the Gravity III and Motion III mileage trainers and the Distance III and Distance S III speed trainers.

By Thomas J. ryan

NewtoN Looks BeyoNd Niche statUs

i

Craig Heisner, president of Newton Running

Photos courtesy Newton running


With the lugs aligning to the foot’s five meta-tarsal bones, the shoes deliver more cushioning and greater responsiveness but are 25 percent more stable in the forefoot. Heisner said with Newton’s classic four-lug outsole, some runners felt unstable at times because they could fall on the medial and lateral side. He added, “We’ve ex-tended that platform across the entire forefoot of the shoe so it certainly makes a noticeable dif-ference in the ride – very smooth, considerably more stable, considerably more cushioning, and more familiar to most runners without compro-mising that unique Newton ride.”

The outsole has been improved to add 20 to 30 percent greater durability and traction. While in the past Newton’s shoes shared tooling with subtle nuances, the four models have unique tooling. The Motion III and Distance S III, for instance, add a new Extended Medial Bridge (E.M.B) for a broader platform and added sta-bility. The four shoes also feature unique upper designs whereas in the past they’ve shared upper designs and generally differentiated with color.

The new Mileage and Speed Trainers also de-but major design changes that appear in all new Newton Running shoes throughout 2014. The changes include welded instead of stitched over-lays, 360-degree reflectivity and subtle two-tone designs on the metatarsal stretch panels.

The Gravity III and Motion III maintain a 3mm drop from heel-to-toe, and the Distance III and Distance S III still have a 2mm drop. This near-level platform supports a more balanced, natural posture, which is an essential compo-nent to efficient running.

“We’ve looked at all of the concerns or road-blocks that have precluded runners from getting in our shoes and trying them out,” said Heisner. “I think we now offer a more familiar feel, with-out compromising what we stand for.”

Beyond the initial launch, Newton will flow in product during the second and third quarter with each program offering “subtly unique dif-ferences in ride and positioned toward differ-ent types of consumers.” The effort is known internally as its POP (point of power) Pro-gram. For the first time, Newton will land in the $100 to $140 “kill zone” at run specialty with shoes on the lower-end priced from $110 to $129 while continuing to offer its premium models at $155 to $175.

colors are also being seen on other running brands, Heisner suspects they’ll eventually shift back to more neutral tones, making Newton again stand out. Said Heisner, “It’s a big brand component of who we are.”

While Newton’s marketing budget isn’t no-ticeably increasing, a greater percentage of the spend will focus on supporting retailers. Said Heisner, “That could come in a lot of different forms. But it’s not just sending POP that ends up in the trash, but truly building launch programs around our new products and in general offer-ing more support to them day-in and day-out.”

It includes a greater emphasis on push/pull tactics with its field marketing team to build greater awareness in local communities. While continuing to hold its two-day clinics for retail-ers, called School of Running, at its headquar-ters in Boulder, CO, more clinics will be held in local markets. Heisner said that while Newton benefits from insights gained from participating retailers with its clinics, the goal is to have retail-ers better understand Newton’s technologies and positioning.

“Hopefully, it lowers the anxiety that some of them have shared with how to pull our product and present it,” said Heisner.

While Newton isn’t walking away from tra-ditional media, 2014 will mark a greater shift toward social media and digital platforms. The move aims to “take advantage of the unique tribal following that we have and better leverage the voices of evangelists that are already part of Newton nation.”

With a much-smaller marketing budget versus most competitors, Heisner believes the digital focus will provide better metrics around whether Newton’s message is being heard. Said Heisner, “We’re seeing some significant returns already on some of the things that we’ve been able to do online.”

Newton will look to better leverage its stand-ing as the official run course and shoe sponsor of Ironman in the U.S. While Newton has garnered “tremendous awareness” among triathletes, the message will be intensified that Newton is “a running brand.”

Newton’s team of elite marathoners and triathletes will seek to gain more exposure on the national level versus regional wins in the past. The steady wins add credibility to Newton’s

Overall, Heisner said that even though the “subtle nuanced improvements” are designed to reach a broader audience, the overall line still leverages its Action/Reaction technology and remains “very tight” with a focus on stability and neutral models driven by gait, foot structure and runner type. Added Heisner, “Truthfully, we feel we have a line that fits perfectly together and addresses the needs of many different types of runners.”

Outside the wider breadth of products and +ONE, perhaps even more of a shocking change will be Newton’s introduction of “more main-stream colorways” in the future. Heisner noted the wild colors often wound up as the primary reason some runners didn’t try the shoes. Said Heisner, “Some folks just don’t like to bring that much attention to their feet.”

Still, bright pallet tones – even that “the fourth or fifth annoying color” – will remain a “signature” differential for Newton. While bright

Gravity III

Motion III

Distance III

Distance S III


product but Heisner said it also helps that each athlete also embraces Newton’s message and culture. Said Heisner, “We have great advocates for our brand who have had a tremendous amount of success and that success will be on a larger and larger scale in the next year.”

Other innovative outreach approaches are promised with the February hiring of Mike Nesladek, who recently worked on the Bud Light, Michelob ULTRA and Budweiser Select brands for Anheuser-Busch InBev, as its VP of marketing. While not expected to bring Newton a Super Bowl ad, Heisner described Nesladek as a “true Newtonite,” having run in Newtons for years. With wide experience in sports marketing, he expects Nesladek to bring a “fresh perspective” on building a brand with runners and in the run specialty space.

Operationally, Newton has expanded its field marketing and rep team to cover more territories since Heisner, who’s resume includes senior-level roles in the running business units at New Balance, Reebok, and Brooks, where as head of marketing and product, he was a major driver of the strat-egy for growth enjoyed by the brand today. He joined Newton as president in March 2013. Last year, Tom Curran was promoted to director of sales, Specialty Running, to support its run focus. The supply chain has also re-ceived greater investments with an emphasis around delivery and quality.

Newton has generated double-digit growth since its first year, when it was founded by Jerry Lee, CEO, and Danny Abshire, chief technical of-ficer. It’s now in about 600 independent specialty running shops in the U.S. Heisner, “Not surprisingly we do really well with a much smaller number of those stores, Our goal is to really move some of the tier B-level stores into A-level stores.”

For some owners, that will involve convincing them that Newton isn’t a minimalist brand. Beyond bright colors, Newton was best known in its

arrival for its unique lower heel-to-ball offset and for touting the benefits of natural running, Messages were also addressed to some degree by Vibram FiveFingers and other minimalist models. While Newton found “some advantages” in being associated with the minimal/barefoot movement in its heady days, “ultimately the guilt by association has not helped us because we never positioned ourselves as a minimalist brand.”

But with other mainstream brands also shifting to lower stack heights, a trend he expects will continue, Heisner believes Newton has secured “owner-ship of the benefits that are ultimately delivered by greater efficiency running.”

Overall, Heisner believes the shift toward emphasizing cushioning and even maximalism, is healthy. It shows the industry remains open to ”at least exploring and promoting different ways to think about running and that’s good for the business and good for the sport.”

At the same time, with more brands telling a cushioning story, the trend will help Newton further stand out.

“Maximalism goes against the philosophy that we believe in,” said Heisner. “We actually believe that the relationship with the ground is good and healthy. We believe ground communication is important to our story around efficiency. So you won’t see us chasing the maximalist trend. We’ll stay true to who we are.”

The overall ambitious goal is to increase Newton’s current share of 1.5 to 2 percent share in the run specialty channel to reach 10 percent within the next two to three years, with momentum built on a continuing good response to +ONE. Added Heisner, “Having been part of brands that tip, I know that could be slower or that could be a heck of a lot faster.”

But its broader product line, product tweaks, outreach efforts and with market trends working in Newton’s favor, Heisner believes converting a few more retailers into Newtonites will pave the way. ■

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By Scott Boulbol

The Sock WallAn Integral Part Of The Athletic

Footwear Experience

Photo courtesy Feetures!

hat not so long ago was no more than an afterthought – which socks to use for the day’s activity – has become a key decision

in many athletic pursuits. Increasing numbers of outdoor athletes even office workers have discovered the considerable benefits of perfor-mance socks.

With steady growth in recent years, performance socks remain a po-tential growth item at retail. But convincing dyed-in-the-cotton con-sumers can be difficult, especially with a typical pair of performance socks running $10 and more at retail, and $50 or more for compression socks – compared to six or seven bucks for a three-pack of low-tech socks dubiously marketed as performance at a big box store.

But with a few common sense practices, retailers and vendors can still profit from the potential cash cow (sheep?) that is a true performance sock. A few key techniques in packaging, display, and POP promotions, etc., and more labor-intensive and expen-sive, but highly rewarding, training and employee/consumer field-testing programs can both help assure strong sales.

But first, what defines a true performance sock? Most specialty retailers and vendors agree that cotton is a definite no-no. From there, the idea of technical fibers can vary considerably, but all agree they must have a combination of characteristics key to athletic use.

w



“Performance socks have several common denominators: arch support, seamless toe, selective cushioning, ventilation, and moisture-wicking fibers,” said Jeff Wheeler, VP hosiery sales for Sof Sole. We would add durability and the ability to maintain form and support even when wet. And recently more specialized socks have joined the fray, including toe socks that allow for the toes to splay more naturally, compression for improved circulation, and even wind and waterproofing for use in harsher weather. The common players include polyester (although many would argue this is not truly a performance fiber), nylon, and of course Coolmax and merino wool.

The most effective practice according to vendors and retailers is, not surprisingly, educating the consumer or retail staff. Product demonstra-tions, field testing, training seminars and product testing are as crucial for sales staff in convincing consumers that this is a necessary accessory. And those staffers can use some of the same tools on their customers, perhaps on a smaller scale. It’s especially important with something like socks, where customers can be quite skeptical of the need to spend the extra money.

For vendors, that education of course has to start with the sales staff. The consumer can’t be educated without a highly motivated, knowledgeable clerk, preferably with experience of the product’s benefits in the field. George Schott, VP of sales and marketing for Injinji said he’s seen remarkable results with a simple education campaign. One of the retailers carrying his socks, where there was little effort made to educate the staff, was seeing very poor sales.

“I sat down personal with the staff and discussed in detail the benefits of high-performance socks and what makes ours superior,” he recalled. “The results were amazing. We managed to double our sales at the store in about two weeks.”

Smartwool’s Steve Metcalf, global director of strategic communications added, “We don't just rely on the Sales Reps and Agents to educate our retailers. We have a nationwide team that 'clinics' our accounts seasonally and not only talks about the performance attributes of SmartWool products, but also the performance attributes of SmartWool products married with, for instance, a new pair of running shoes or hiking boots.”

And that educated staff passes on the knowledge to the consumer. In her 15 years in various roles with Boulder Running

Company, district manager Amanda Charles has tried all sorts of tech-niques, and said a hands-on, experiential education is by far the most effective. “I engage consumers in the conversation by asking them if they recall what happened the last time they sweated in a cotton tee shirt.

George Schott, vP sales and marketing, Injinji

Steve Metcalf, global director of strategic communications, Smartwool

The shirt absorbs that moisture and becomes a wet towel on the body,” she said. “Explaining the ‘how’ be-hind that and then the moisture wicking properties of technical fabrics enables the consumer to begin to say ‘aha, I understand!’

With the customer engaged and intrigued, her next step is focus-ing on what happens inside a shoe with a cotton sock – its inability to maintain shape inside the shoe as

it holds moisture (read: blister poten-tial, hot spots, etc.). To seal the deal

she has customers try on a technical sock on one foot versus their cotton sock on the other to feel the difference in fit and slippage, etc.

The more tangible the benefit, the more powerful this hands-on ap-proach can be. For instance, socks with distinctive characteristics, like compression for instance, are perfect candidates for this approach: the consumer is much more likely to accept the technology as legitimate after trying them on.

Photo courtesy Boulder Running Company

Seal Skinz, makers of waterproof, breathable socks for various outdoor sports, takes this approach to a successful extreme. They’ll actually have cus-tomers or retailers don their socks and stand in a bucket of water to demon-strate the waterproof qualities. There’s a caveat here, though – make sure the test is absolutely fail-proof, or it could have the opposite effect.

Of course not every vendor can do this with every retailer, so Schott rec-ommends online training tools like the website 3point5.com which pro-vides a venue for vendors to upload the educational materials, and retailers to get their info from a computer rather than an in-house lecture. The site also provides testing programs for sales staff, where they can read through the vendors’ lessons, and take tests to prove their knowledge.

Amanda Charles, district manager Boulder running Company


Schott said these work best when tangible rewards are married to good test results. He’ll offer comp rewards or discounts on prod-ucts to retailers for their efforts. And the more lessons/tests taken the greater the rewards. This works on two levels, he said: First, it gives incentive for the staff to get the knowledge, without the time and effort needed for in-store seminars. And it also puts product in their hands to try out for themselves, without the vendor having to simply give it away.

Pairing socks with shoe purchases can also be very effective. It not only adds a sock sale to a shoe purchase, for instance, but it rein-forces the idea that socks are an in-tegral part of the athletic footwear experience. A high-tech shoe de-serves an equally high-tech sock.

But while more basic price-reductions will definitely increase sales, there’s a concern that these should be chosen carefully, as they can send the wrong message. “As for promotions, we are not fans of the buy one get one free pro-motions beyond a few targeted

opportunities, and definitely not on a day-to-day basis,” admitted Luke

Rowe, Fleet Feet’s SVP of business development. “We feel that when you rely on price… you devalue the sock. You are using price instead of the benefit of the product to close the deal.”

For those customers who prefer to choose for themselves, the most important sales tool is proper packaging and display. According to our experts, the rules of thumb here are to: keep it simple and clean; make it pop; provide just enough tech to intrigue but not overwhelm.

“Time is a precious commodity; you need to win people over in bullet points that are concise and justify the product, Charles said. “I understand [vendors] are proud of their technology, however not a lot of people want to know the ‘how’ of something, they want the ‘what,’” she said.

As for visuals she added, “When Feetures introduced gold on their Elite packaging, I swear they might as well have put [actual] gold on that packaging. It pops off the rack, and screams high value.” She also suggested packaging can easily allow the customer to touch and remove the product, and quickly replace it.

Jim Einhauser, EVP of marketing and sales for the 150 year-old Wigwam agreed “Obviously, in a store environment, packaging is key: simple, concise messaging that allows a consumer to make a choice for their specific need. Sock walls have exploded in size, and getting recognized on the wall is paramount. We work with buyers, and also with a store's merchandising team and media teams [to accomplish this].”

That sock wall, rather than various, separated displays, seems to be the favorite, as it accentuates the importance of socks, and the store’s commitment to them, while allowing the customer to com-pare products directly.

“Personally I prefer what I would call the ‘Wall of Socks,’” said Rowe. “Many customers will come to us for reasons other than to purchase footwear, and you want to show them that you are in the sock business, and make sure they remember that you carry a great selection of socks.” ■

Luke rowe, Fleet Feet’s SvP of business development

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Much More than Cushioning

By thomas J. ryan

ushioning is making a big comeback in 2014 at least in the all-impor-tant run footwear category. The arrival is most visible with the chat-

ter around max-cushioned product like Hoka One One and its imitators as well as heralded arrivals such as Brooks Transcend and New Balance’s Fresh Foam 980 in the neutral category promising to put more foam underfoot for a softer ride.

With the shift away from more minimalist styles, partly due to the hype that is naturally dying down but also because of injuries sustained while running on ultra-thin outsoles, some say it’s putting more atten-tion on the importance of the protection that comes from cushioned insoles.

“Runners of all levels are constantly pounding their shoes no matter what terrain they run on and a cushioned and supportive shoe model is crucial,” said Glenn Barrett, OrthoLite’s CEO. “This need strengthens the importance of each shoe having the right components.”

David Church, president, Sorbothane, also sees the conversation around cushioning pointing to the benefits of insoles. His findings were supported by a recent focus group about insoles with a clear request for more comfort, natural support and impact protection

“Active consumers are asking for a way to add cushioning, absorb shock and put comfort back into their workouts,” said Church. “This has always been the strength of Sorbothane insoles. Whether walking, run-ning or standing - consumers are looking for a quality insole that will support and cradle their foot in comfort and provide a layer of impact protection.”

Some believe any shift away from minimal to more neutral and light stability doesn’t impact the insole buying decision.

“To me the story is the same: What you put under your foot matters,” said Ellen Harwick, communications manager at Superfeet. “Regardless of the thickness of the shoe midsole, the midsole itself is still relatively

iNsoLes

Photo courtesy Garrett Grove and Superfeet

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APRIL 14, 2014 | SGBWeekly.com 19Photo courtesy Garrett Grove and Superfeet

two-dimensional, flat, and unsupportive. The benefit of Superfeet insoles provides the foot a three-dimensional platform that helps adapt the two-dimensional midsole of any shoe to the per-son’s three-dimensional foot. This helps to im-prove the fit and comfort of the footwear, while also providing the traditional benefits associated with a supportive insole.”

Jeff Antonioli, Spenco’s VP of sales and mar-keting, added that the quality of insoles in your shoes - whether they are highly cushioned or not - is still very important because a cushioned shoe does not automatically come with a superi-or insole. In fact, the opposite is more likely true.

“Most runners still have the same foot strike, roll, and push-off no matter what kind of shoe they are in, and orthotic insoles aid those bio-mechanics,” said Antonioli. “Spenco's insoles complement the highly cushioned shoe in that they also provide proper arch support, which can help reduce injury. We recommend Spenco insoles no matter what shoe you train or race in – that inner support still matters.

Evan Wert, President of Icebug USA, distribu-tor of ArchFlex insoles, also believes that the trend away from zero drop or flat shoes for runners to what seems like a sweet spot between 4-to-8mm is also a positive for insoles. “We are seeing that consumers still want to have an insole that helps "bridge" the gap between the shoe and the foot,” said Wert. “This makes the shoe fit better and helps to eliminate the chance of hot spots, blis-ters, or other issues. It also has gotten the indus-try to develop lighter and better fitting insoles for today's shoes.”

For spring 2104, insole suppliers continue to offer a variety for different foot types to cover the needs of a wide range of activities. Some are lower profile with less cushioning and some of-fer considerably more cushioning, but all prom-ise shock absorption, comfort, and in many cases work to relieve pain.

Sof Sole is introducing the first insole de-signed to treat plantar fasciitis, one of the most common foot ailments to the specialty market-place. There is no “break-in” period with the insole. It is marketed as comfortable, right out-of- the-box for $20. The composite nylon plate flexes to support and remain in contact with arches throughout the gait cycle for pain relief associated with plantar fasciitis. The gel drop and memory foam in the heel add comfort and the 4/5 length design fits any shoe.

Available exclusively to the independent spe-cialty retailers, Powerstep's Pulse Performance Orthotics, $38, feature built-in arch support and

Sof Sole plantar fasciitis sole

Powerstep's Pulse Performance orthotics

Hickory Brands Flat Foot Sport

Hickory Brands New Balance Supportive Cushion Insole

Sorbothane SorboAir replacement Insole

heel cradle to stabilize the foot and improve alignment. The motion control, with targeted dual-layer cushioning, helps to absorb shock at impact to reduce stress on the feet, ankles and joints. The spring-like action of the polypropylene shell provides bounce back with each stride. Pulse insoles are eas-ily sized by shoe size and require no in-store modification or trimming.

“Powerstep orthotics do more than temporarily cushion the feet,” said Jennifer Hoane, director of marketing and customer service at Remington Products Co., the owner of the Powerstep insole line. “By combining balance, support, and cushioning, Powerstep products relieve foot pain and often prevent com-mon foot conditions from developing.”

Sorbothane is introducing the SorboAir Replacement Insole featuring a lightweight air-infused Sorbothane foam base for heel-to-toe comfort for $22. A pure Sorbothane heel absorbs up to 94.7 percent of impact shock while a lightweight base layer cradles the foot in natural air-infused Sorbothane. The insole also features a Poron liner for moisture management, cushion-ing, and a brushed-top, anti-microbial cover.

At Hickory Brands, its in-house brand, 10-Seconds, is in-troducing the Flat Foot Sport designed for low to flat arches for $35. The patented insole controls the pronation through the gait cycle with a varus wedge that extends to the toes pre-venting the foot and ankle from turning inward. A layer of Poron cushions and absorbs shock to the foot with an antifric-tion and antimicrobial top cover.

A New Balance licensee, Hickory Brands will also introduce the New Balance Supportive Cushion Insole for $45 that features a padded arch rise designed to support the plantar fascia tendon that helps to relieve and/or prevent plantar fasciitis. A deep heel cup and Abzorb cushioning provides support and cushions both short and long runs. The top cover and foams are antimicrobial.

Spenco is partnering this spring with the Ironman series and will introduce the Ironman Race and Ironman Train Insoles each at $50. Ironman replacement insoles incorporate Spenco Total Support Technology and the patent-pending 3-POD Modulation System. By positioning pods with varying degrees of hardness beneath key areas of the foot, Total Support Insoles change the ground forces impacting the foot during activity for better performance and comfort while helping to reduce over-pronation.

“Our Ironman Train insoles provide rigid arch support for demanding training,” added Antonioli. “Race insoles are lightweight with a flexible arch for race day. They both offer a combination of cushioning and stability suited to the de-mands of training and racing.” Antonioli said store personnel should know what the customer’s goals, training regimen, and foot type are to recommend the right insole.

Masterfit customizes all their insoles to varying degrees to the end-users’ feet. Said Steve Cohen, CEO at Masterfit Enterprises, “That means that consumers get insoles that are shaped to their feet for maximum support and comfort and retailers don’t need to carry as many SKUs to fit a wide va-riety of feet.”

Spenco Ironman race and Ironman Train Insoles


Designed for use in all active footwear with patented Wear-N-Form technology, Masterfit’s EZ·Fit Terra Cut-To-Fit Insole personalizes the shape to fit a person’s heel and arch shape. The Terra, priced at $40, uses a full-length cushion comfort cradle of EVA with a semi-rigid, three-quarter length support shell for heel stabilization and balance. It has shock-tuned Poron pads under the heel and met head to dampen impact during heel strike and toe-off.

Masterfit’s microwavable Zapz, $60, provides doctor-style custom insoles at a fraction of the cost. Based on the EZ Fit

design with Wear-N-Form technology in the heels, Zapz’s big differential is its patented, exclusive-to-Masterfit InstaForm Gel Arch. When heated in a microwave for just a minute, the Insta-Form Gel softens, contours, and volume-adjusts to the natural shape of the arch. Cohen said, “If you can trace, trim, and make popcorn, you can make Zapz.”

Reebok CCM entered the insole cat-egory last year aiming directly at the ice skate category. Jeff Dalzell, senior business director, skates, said skate insoles commented that insoes “tend to take a beating” in hockey from wear but also sweat that adds an excessive

amount of moisture to the insole. Until recently, "no one was really adding any technology" to the traditional hockey replacement insole.

Developed in partnership with CurrexSox, Reebok's CCM Custom Support Insoles feature curEVA shock-absorbing material and Auto Heel technology for cushioning and comfort for $50. A Dynamic Arch Cradle (DAC) redistributes pressure evenly while working to stabilize excessive movement. Breathable top-level fabric helps with moisture management. The insoles are available in high, medium and low-arch heights. A Footdisc system defines the arch type within 15 seconds. "I believe we’re

pushing the upper limit in terms of what’s done at the retail level that doesn’t go to the orthotic level," said Dalzell.

Sidas uses a three-arch height philosophy for fitting shelf insoles. “Each has a unique construction based on the foot’s morpholo-gy,” said Jay Taylor, president and CEO at The Soze Group, the North American distributor for the French-based brand. “For example the Sidas High Arch 3Feet All-Year Insoles have more padding under the metatarsal area to help cushion a ridged foot type.”

Masterfit’s EZ·Fit Terra Cut-To-Fit Insole

reebok's CCM Custom Support

Insoles

Sidas High Arch 3Feet All-Year Insoles

Masterfit’s Zapz

Photo courtesy Garrett Grove and Superfeet


Priced at $45, key features include perforations for breathability, a fore-foot pad for added cushioning, and anatomical construction adapted for low, medium and high arch types. “We use a patented sizing system that uses pressure analysis to choose an insole for the consumer on the retail floor. The POP enclosed with the rack will link back the foot shape to the appropriate insole,” said Taylor.

At Superfeet, the big story here is its release of the Carbon Insole for $50. It is the thinnest insole in its line with a blend of proprietary materials. EVO-Lyte contributes to a strong heel cap. The style also includes the ADD/APTTM System, a new durable, lightweight foam for Superfeet.

“Carbon is an interesting combination of features, all in a low-profile, lightweight package,” said Harwick. “EVOLyte provides retailers the option to fit more feet in more types of shoes. Carbon can be ideal for a range of footwear from lightweight running shoes (minimalist or not) and cleats, to tight-fitting approach shoes or stylish casual shoes. Carbon is a blend of lightweight design and high-performance support. We have even found some ski boot retailers fitting customers with Carbon in their ski boots.

Shock Doctor will introduce its Active Trim-Free Insoles for $20. Designed spe-cifically to be added on top of an existing insole for more support, the Active Trim-Free offers many of the same benefits as a full-length insole but is easier to fit into shoes with little extra toe room. The three-quarter length shock-absorbing foam pro-vides comfort and support, and reduces fatigue and stress. Other features include

Adaptive Arch Technology that adapts to the shape of the foot, shock ab-sorbing foam that contains air channels to improve comfort and air flow, a butterfly control bar to align the foot and control pronation, and an anti-microbial top cover for moisture management.

Jason Richter, senior director of product marketing at Shock Doctor, believes that consumers are getting mixed and inconsistent messages from shoe companies with the shifting trends. “From the very beginning, we’ve been very consistent about support, stability and shock absorption with our insoles,” said Richter. “This helps reduce the everyday wear and tear an athlete’s foot goes through. We also point out that our insoles can make your shoe perform as it was intended right out of the box even several months later. We like to think of insoles as providing additional support, stability and shock absorption and complementing the shoe, even after it starts to break down.

OrthoLite’s open-cell foam technology is found in more than 140 million pairs of athletic, casual, dress, work, and outdoor shoes every year but can also be found in the OrthoLite Fusion Insole for $20. “OrthoLite’s advanced, proprietary polyurethane formula with recycled rubber content holds the distinction of being the only open cell foam insole combining long-lasting cushioning, breathability, and durable moisture management,” said Barrett. Working with its brand partners to address the

specific performance characteristics, OrthoLite continues to introduce proprietary foam formulations that can be tailored to different shoes types including Lazy recovery foam, Impressions, X-40 High Rebound, ESD

Static Control, ECO and 3D-SKIVE.For cold weather, ThermaCELL

Heated Insoles, $130, include three temperature settings – no heat, me-dium heat (100°F) and high heat (111°F) - that are controlled by a wire-less remote to customize temperature without removing shoes or boots. The battery lasts up to five hours per charge; quality tested by SATRA, and can be trimmed for a customer fit. For fall 2014, the ProFLEX Heated Insoles,

$179, will add ultra-flex material, a removable rechargeable battery, and UBS charging for extendable use.

For store associate, Josh Silvia, marketing manager for Schawbel Technologies, ThermaCELL’s parent, said that when purchasing new footwear specifically for this product, it might be worth buying a half size larger. He added that it “Works best in insulated boots, but should work in almost all footwear.”

Mike Baker, CEO of Sole, said that Sole footbeds have always been in-tended to work in a neutral shoe. “The majority of the cushioning required by the customer should be built into the shoe, not the footbed,” said Baker. “The cushioning in our footbeds exists to accommodate the volume of the shoe. The cushioning and support will not hinder our product.”

All Sole footbeds offer the same amount of custom support but have three levels of cush-ioning with the Softec Ultra, $45, at 3.2mm, Softec Response, $45, at 1.6mm, and Thin Sport, $60, offering zero cushioning. “Sole footbeds remain supportive by adapting to your foot type without flattening out,” said Baker.

Key selling points for Sole footbeds is its moldable orthopedic EVA layer with an easy 5-minute, in-store or at-home molding pro-cess. When molded, the footbeds reduce plantar fascia strain by an average of 34 percent. Sole also does not control the rear foot but continues to offer plantar fascia support so the foot can move naturally. “This combination allows for a better fit for the majority of the population,” said Baker.

At Footbalance, the Dynamic Blue In-sole, $80, with a high density 3.0mm EVA footbed represents the brand’s all-around, custom-molded insole. It offers high-tech polyester fabric with a sanitized antibac-

terial treatment that wicks moisture from the foot for a cool, friction-free surface. It’s ideal for recreational and performance athletes.

For Nordic skiing, downhill skiing, mountain biking, snowshoeing, etc., their Performance Insole, $80, is designed for light support with a

Superfeet Carbon Insole

Shock Doctor Active Trim-Free Insoles

orthoLite Fusion Insole

ThermaCeLL Heated Insoles and ProFLeX

Heated Insoles

Sole Softec response

Footbalance Dynamic Blue

Insole


this product is and, to be frank, what it is,” said Stanley Tollett, marketing director, SoxsolS. “It can be trimmed to fit almost any shoe, it prevents sweat from soaking in and staining footbeds. It therefore can be sold as

an enhancement and add-on product with virtually every sale of footwear. It is a tremendous value both to the retailer and the end consumer.”

Icebug Footwear is rolling out its line of ArchFlex Insoles, de-signed by Ortolab AB, the lead-ing Scandinavian orthopedics lab and are available in three arch

shapes: low, medium, and high. The big difference with ArchFlex is that it addresses all three foot arches: medial, lateral, and transverse. Most insoles do not address the transverse - right behind the ball of the foot - since it's difficult to place correctly under the foot.

"ArchFlex is able to do this by developing the proper shape, having 10 sizes per style so that the placement is graded properly, and by allowing the pad to "flex" slightly underfoot," said Wert.

Another key difference is that the whole insole is designed to be more "dynamic" as the customer steps down with the aid of ArchFlex's unique blend of materials and design. The dynamic support means the natu-ral movement of the arches is not blocked, instead they offer the proper amount of support through the entire gait, supporting the arches even when your full body weight is over the foot. ■

minimalistic feel with dynamic energy return. The Game, $80, is designed for high-impact, court sports for greater shock absorption, stability and injury prevention.

Todd Poseley, Footbalance’s North America VP of sales, said cushioning is just one aspect of a quality footbed; a properly fit footbed will help support, align, and sta-bilize the lower body. “It is not a corrective device, it is an accommodative device,” said Poseley. “A good footbed will complement the cushioning properties of footwear and still give sufficient support.”

He added, “Look at a stock insole in virtually any shoe on the market, athletic or otherwise, and the lack of support will be obvious, a thin piece of EVA just doesn’t cut it. While we want to provide a custom footbed for the customer, you may think of it as customizing the fit of the shoe they will wear as they walk out the door. No matter what type of footwear, the insert needs to connect the actual foot to the footwear as a dynamic and well-fitted interface.”

Described as “the insole you treat like a sock,” SoxsolS work as a hy-brid sock and insole because they lay flat in the footbed and provide some cushioning like an insole, but also have a washable and dryer-safe fabric material like a sock. Designed for walking shoes, SoxsolS can be trimmed to fit any footbed and prevent sandals and shoes from absorbing sweat.

“The important thing for in-store staff to know is how widely applicable

Footbalance Game

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By Thomas J. Ryan

t the store level, selling insoles is all about introduction, explana-

tion, and trial. But often, it comes down to getting a conversation going around insoles.

“We like to use the ‘Why, Try, Buy’ tech-nique,” said Drew Davies, national sales manager, Sof Sole. “For the ‘Why’ part, we explain to customers that it improves the comfort of their shoe, it improves the performance of their shoe, reduces impact and stress on your joints and muscles as well as helps to keep feet cool and dry.

“For the ‘Try’ part, which is very impor-tant in the sale of an insole, we like to have the associate ask the customer what kinds of activities they plan to do in their shoes, then explain to them the advantages that having an insole in the shoe can give them while doing these activities. We like to try and have the associate bring out one shoe with one of our insoles in it and another shoe with the stock liner in it when trying on the shoe and have them tell which shoe feels better. Comparing the stock liner to our insoles after having them try them on is a great selling tool.

Talking insolesSome obvious, and not so

obvious, pointers on how to sell insoles.

a


“For the ‘Buy’ part we let the customer know that our insoles will improve the comfort and performance of any shoe for any activity you will be doing in those shoes. We also offer a 30-day money back comfort guarantee, and a one-year warranty against defects. All-in-all it is a risk free purchase for the customer.”

Jeff Antonioli, Spenco’s VP of sales and mar-keting, said an obvious sales strategy is to point out that most manufacturers of running shoes invest very little in the insole while investing plenty in the rest of the shoe.

“That’s why many experienced athletes replace the out-of-the-box insole immediately, and yet there is still an education effort that needs to take place among elite athletes and weekend warriors,” noted Antonioli. “Having the extra support, fit and cushion can help prevent injury while improving posture and performance. Weekend warriors may be less biomechanically correct than elite athletes, so even though they may not be running long distances, they can benefit from the support of a good insole.”

Todd Poseley, FootBalance’s North America VP of sales, said it’s important that store asso-ciates qualify a customer for their footbed just as they should for their footwear. Considering their current footwear, discussing their primary activity, expected time or use across all activities, as well as any physical problems or conditions should be taken into consideration.

“Many people will come in for a specific issue (like pain, shin splints, heel spurs, etc.) and you need the ability to correctly fit the existing foot-wear in addition to other end-use shoes or activi-ties,” said Poseley. “The needs of a high level cy-clist will differ greatly from those of a recreational runner or an everyday casual shoe, the proper model is just as important as the final custom fit.”

Michael Baker, president and CEO of Sole, said that an obvious footbed sale are to those customers already coming into the store with foot pain, looking for a solution. He noted that the American Physical Therapy Association (APTA) and American College of Foot and Ankle have stated in their clinical guidelines that OTC insoles are the first phase of care in treating plantar fasciitis.

Around the fit process, he urges associates to fit to the arch, rather than the length of the foot. Baker added, “When looking at the foot from the medial side, it should look like the arch

shape of the footbed is cradling the individual's arch. It should feel comfortable for the consum-er. For the majority of the population there is an insole that will fit well.”

David Church, president at Sorbothane, said it helps if the sales associates wear insoles them-selves and can personally recommend the prod-uct based on experience. Added Church, “Cus-tomers will listen to your firsthand professional opinion.”

For Sorbothane, sales associates can also use the Sorbothane Grip Strengthener, which strengthens fingers and wrists, to demonstrate how efficiently and naturally Sorbothane ab-sorbs energy and then returns to its original shape under its own power.

Baker noted that molding the footbed in a regular toaster oven in-store could serve as a differential and personalize the store experience.

Also helping to reassure any doubts about the value of insoles is informing the customer about each brand’s heritage, noted Antonioli, pointing to Spenco’s 46-year history as a pioneer of podiatry and sports medicine.

Ellen Harwick, communications manager at Superfeet, said involving the customer in the fit-ting process, with simple and concise explana-tions, is critical to establishing their trust.

“At Superfeet, we like to focus on discussing the ‘benefit’ of our insoles rather than whether or not a given customer may ‘need’ one of our insoles,” said Harwick. “For some customers that benefit could be as simple as the shoe fitting bet-ter, while for others the benefit could be helping to resolve pain or injury. Whatever the benefits may be, the key is presenting the insole as part of the solution (along with shoes, socks, nutrition, etc.) for that customer, and doing so consistently for all customers. This allows each customer to make an educated buying decision based on the recommendations and explanations of the fitter.”

Just getting the conversation pointed toward accessories can also lead to a sale.

“Ask the customer if they have their running socks? Did they bring their insoles? Do they use insoles?” said Jay Taylor, president and CEO at The Soze Group, the North American distribu-tors for Sidas. “Then we can get into the discus-sion about picking the appropriate running shoe once we have a clear vision on the other inputs that they are going to use. If they don’t have an insole, this is the perfect time to suggest one."

Evan Wert, president of Icebug USA, distributor of ArchFlex Insoles, said removing socks can create some “personal contact” between the customer and the associate while also enabling the associate to spot any obvious callouses, red spots or blisters that may help guide that person into the right shoe and insole. Watching the customer walk can also provide some insights. An often-overlooked step is looking at the shoes the customer arrived in.

“The old shoe can tell you a great deal,” said Wert. ”Look at the wear pattern on the bottom, review the amount the midsole has broken down, how they lace (or don't), type of shoe, brand, how worn out is it? Are they overusing their shoes? Is there an insole already in it? What's the inside look like? Worn in the heel area? Are they blowing out the side of the shoe? All this can help give the customer a better experience and fit.”

Steve Cohen, CEO at Masterfit Enterprises, said once a customer has settled on a shoe, exploring insoles should be thought of as an “upgrade” rather than an “add-on.” Comparing stock insoles versus the OEM insole side-by- side as well as looking at the used stock insole of the shoes the customer is replacing can both help. The stock insoles are often worn through or the cushioning materials com-pressed paper-thin under the balls of the foot and the heel - the exact spots where people often com-plain of pain or discomfort issues.

Added Cohen, “Often we make the comparison to a cheap pullout sleeper mattress and a high-quality one. You wouldn’t sleep on a cheap mattress and you only do that eight hours a day. Many people spend 12 to 18 hours on their feet.”

Putting the upgraded insole in one shoe and leaving the stock insole in the other and letting the customer try it on often seals the deal.

“Some subtle leading questions help the cus-tomer convince themselves they need this prod-uct: Do you feel how well the heel is cradled in the shoe with the upgraded insole? Do you feel the increased support and cushioning under your arch in the shoe with the upgraded insole? Do you feel how much more cushioned it feels un-der the balls of your feet and your heels?,” added Cohen. “If there’s still some resistance, especially price-based resistance, we like to talk about how the upgrade insole will also help their new shoes last longer by improving their gait and evening out wear patterns. The upgraded insole can help pay for itself.” ■

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Why did you decide to launch a running sock brand? I worked in my family’s sock and hosiery manufacturing business for 27 years. Part of our business was in the sporting goods market. As an athlete, I found that side of the business really suited my personality and interests. So when that ended in 2001, I saw an opportunity to make a better performance sock that incorporated several new technologies, and I quickly found that run-ners and run specialty retailers were the most receptive to our new products.

What was Feetures! breakthrough moment? Feetures! sustained steady growth from the beginning, but we made a real breakthrough with the introduction of the Feetures! Elite product line. Our Elite products uti-lize patent pending technology, which creates an anatomically constructed sock using targeted compression in the arch. The Elite product has allowed us to take fit to the next level. The market has really responded, and it is clear that consumers are willing to pay a premium price for products that deliver real value.

As a category leader, how have your priorities changed? A major prior-ity includes promoting not just the Feetures! brand but the whole running sock category. We know that there are millions of runners lining up each week to run a 5k or 10k, or even a marathon, and most are not wearing technical running socks. Those are the people we need to reach. We plan to work with our retailer partners to raise consumer awareness about the

benefits of performance socks. We are introducing a retail support pro-gram called, “Step Up Your Sock Game.” It’s designed to help retailers educate their customers about the benefits of performance socks and in turn improve the customer experience and increase their sock sales.

When did your Sons join the company and what does that dynamic bring to the workplace? John has been with me since the beginning of the company. He was instrumental in helping me to get things off the ground. Although Joe was responsible for coming up with the name of the brand, he had to wait until he finished college in 2009 before he officially joined the team. Fortunately, the three of us are very different not just in age but in perspective and attitude and this is a good thing. Although we often disagree, we all respect one another and have a common goal.

You’re one of the top brands in run specialty. What does the future hold for distribution? We believe there are opportunities to grow out-side of the run specialty channel including outdoor, sporting goods, and internationally. However, our focus is to continue to build our brand in the run specialty channel by supporting the retailers who have helped connect us to runners. If we can become the preferred sock among run-ners, then we will be able to seize opportunities in other markets, too. Our long-term goal is to become the most recognized performance sock brand in the world. ■

PReSidenT and FoundeRFeeTuReS!

HugH gaiTHer

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From left to right, John Gaither, SVP and director of product; Hugh Gaither, president; and Joe Gaither, director of marketing

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ISSUE 1415 APRIL 14, 2014 The Weekly Digital Magazine for the …d4ex6pvli7xof.cloudfront.net/.../SGB_14Q2/SGBW_1415lo.pdf · 2014. 4. 15. · ISSUE 1415 The Weekly Digital Magazine