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ISSUE 1211MARCH 12, 2012
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
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MARCH 12, 2012 | SGBWeekly.com 5
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
6 NEW BALANCE Excellent Campaign Highlights People Who Are Making Excellent Happen 8 MERRELL Engages Women in the Barefoot Movement Through New Women’s-Specific Website 10 “HELLO BETTER” NEWTON RUNNING Launches A National Brand Campaign 11 BROOKS SPORTS Launches Second Annual Inspiring Coaches Program
12 UP & RUNNING – By Taking a Similar Approach to Apparel as in Footwear, Running Specialty Stores Can Sell More Product in Spring 2012. 16 A SOCK FOR EVERY RUNNER – An Increase In Running Consumers Means More Sock Options On The Market
22 I AM... PERFORMANCE Dave Reynolds, A Snail’s Pace, Inc.
2/3 SKECHERS 4 SPENCO 7 IMPLUS 9 CORDURA 11 INJINJI 19 SPORTSCANINFO 20 OUTDOOR RETAILER
Copyright 2012 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to SGB PERFORMANCE are not necessarily those of the editors or publishers. SGB PERFORMANCE is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB PERFORMANCE may not be reproduced in whole or in part without the express permission of the publisher. SGB PERFORMANCE is published weekly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to SGB PERFORMANCE , 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450
MARCH 12, 2012ISSUE 1211
NEWS
FEATURES
DEPARTMENTS
ADVERTISERS
16Page
Photo courtesy of Fitsok
Cover photo courtesy of Ronhill
Editor In ChiefJames Hartford (704.987.3450 x104)
Managing EditorThomas J. Ryan (917.375.4699)
Editors At LargeMackenzie Lobby
Creative DirectorTeresa Hartford
Graphic DesignerCamila Amortegui
Advertising Sales Account ManagerKatie O’Donohue (704.987.3450 x110)
Circulation & [email protected]
TechnologyChief Information Officer, Mark Fine
VP Research & Development, Gerry AxelrodManager Database Operations, Cathy Badalamenti
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6 SGBWeekly.com | MARCH 12, 2012
New Balance debuted its Excellent Makers global campaign that cel-ebrates people in the world who “make” things - especially things that are “Excellent.” The brand highlights craftsmen, athletes, artists and musicians and shares their common passion for what they do.
“New Balance recognized that every day we all have the opportu-nity to make Excellent happen. We hope this campaign inspires peo-ple to make Excellent happen in their own lives and in their own way,” said Steve Gardner, SBU manager for New Balance Lifestyle. “We are proud of our own heritage, commitment to craftsmanship, and how we can support and celebrate people who are following their own personal Excellent.”
The campaign launches in-store and online via social media, with videos and creative, engaging elements on New Balance’s Lifestyle Facebook page - Facebook.com/NBClassics.
New Balance highlights Excellent Makers through six campaign videos including:• Nick Swisher, professional baseball player – his foundation
Swish’s Wishes benefits young children in the community.• Jay Electronica hip-hop artist - born in 1976, Electronica grew
up in the Magnolia projects of New Orleans with a passion for music that he loves to share.
• New Balance Factory associates, from Skowhegan, ME who work crafting shoes.
• Osian Batkya-Williams, eco designer – a London-based designer and modern Jack-of-all-trades, Osian works as an industrial de-signer, furniture maker, teacher, and builder.
• Kate Gibb, screen printer - as a contemporary silk-screen artist finds inspiration in the most unlikely places.
• New Balance Factory Associates from Flimby, U.K. who work crafting shoes.
Several 2012 lifestyle footwear introductions, including the New Balance 1300, 574 and US574, are also celebrated through the campaign. The campaign, developed by Arnold Worldwide of Boston, launches in major global markets throughout the first half of 2012 with markets adding their own Excellent Maker profiles throughout the year, such as the Gold Fields, an up-and-coming band from Victoria, Australia. Consumers can also submit to the Excellent Inspired Gallery which features designs from global brand fans.
Note: In March 2011, New Balance launched their current brand campaign “Let’s Make Excellent Happen” designed to motivate and inspire active consumers to reach a new level of personal performance – a new level of “Excellent.”
NEW BALANCE EXCELLENT CAMPAIGN HIGLIGHTS PEOPLE WHO ARE MAKING EXCELLENT HAPPEN
NEWS
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8 SGBWeekly.com | MARCH 12, 2012
NEWS
Merrell unveiled a women’s-specific online resource dedicated to educating and training women on barefoot running and fitness. The title of the site is “Pretty Strong,” captioned with “unleash your natu-ral power, embrace your natural beauty,” bringing powerful and per-sonal definition to the natural balance women seek everyday to be strong and embrace their potential.
Merrell said the website, merrell.com/barefoot-women, is meant to encourage women to set and meet their personal fitness goals through the benefits of natural movement. The site is interactive and engages women to share their personal stories through testimonials, comments on the women’s blog and through Merrell’s social places.
“At Merrell, we have spent many years watching how the natu-ral beauty of the world outside motivates people to greatness,” said Meg Hammond, marketing director at Merrell. “Not surprising that Mother Nature is both a woman and a force to be reckoned with. From many years of experience outside and a dedicated focus on women’s-specific designs, Merrell understands the natural power of women. It is Pretty Strong. Merrell Barefoot is designed to unleash a woman’s natural power, her natural beauty and helps her feel the whole body benefits from moving the way nature intended.”
The women’s resource page offers a women’s-specific transi-tion to barefoot and training program with coach Walt Reynolds, pro-fessional trainer and President of NovaSport Athlete Development. Reynolds is one of the architects behind Merrell Bareform. A 180 beats-per-minute playlist includes fitness music selected by female barefoot enthusiasts on the Merrell team and encourages the natural
180 cadence (feet landing 180 times in a minute while running) of barefoot movement.
The site also reaches women through a video illustrating the real-life barefoot stories of four female fitness enthusiasts in the Merrell family.
The four women each have a different personal goal and story but all benefit from their transition to barefoot shoes and discover they are “Pretty Strong.” Through their different athletic personalities and goals, Merrell hopes to convey the benefit of barefoot movement for woman, to make barefoot fitness an inclusive experience that all women can relate to and become curious about.To further their story reach, Merrell will dedicate the majority of its advertising efforts this spring on Merrell Barefoot for women. The advertising is available at youtube.com/watch?v=v5ctW384Pbg&feature=player_embedded.
Snowy Mellish, women’s product line developer at Merrell, said Merrell will continue to offer female designs that are lighter and more nimble in fit, feel and function, as well as feminine in look. She added, “What is right for her will be different than what is right for a 200 pound guy. Merrell has had a successful history in the outdoor market differentiating itself by moving away from a ‘shrink it and pink it’ mentality and we feel the same will benefit us in the running and athletic markets.”
Merrell’s women’s-specific barefoot models include the Bare Access Arc, a transition shoe; and Dash Glove, a zero-drop, lightweight fitness and running shoe. Other versions include the Barefoot Train collection for gym and outdoor fitness, the Lithe Glove cross-trainer, Pure Glove Mary Jane for après pilates, yoga or a quick lifting routine in the gym.
MERRELL ENGAGES WOMEN IN THE BAREFOOT MOVEMENT THROUGH NEW WOMEN'S-SPECIFIC WEBSITE
Just click on the video icon to view the Merrell Barefoot for women advertisementTAKE A CLOSER LOOK
10 SGBWeekly.com | MARCH 12, 2012
NEWS
The advertisements, developed by Breakaway, a hybrid branding agency/VC firm based in Boston, will appear online and in print magazines such as Runner's World, Fitness, Triathlete, LAVA and more. Creative executions feature Newton Running customers exhibiting ideal natural running form, as well as five-time Ironman World Champion Craig "Crowie" Alexander, who has a lifetime contract with Newton Running.
Going live later this spring, a redesigned NewtonRunning.com will employ creative elements of the "Hello Better" campaign, more how-to videos and articles about natural form running and its benefits, such as improved efficiency and reduced chance of injury.
Newton Running is expanding its support to running and multi-sport specialty retailers through "Hello Better" POP displays, greater race support, more expos and education from local tech reps. In-store events are growing and will include over 300 Newton Natural Form Running Symposia and Form Clinics in 2012. These free events introduce customers to natural form running technique and the benefits to Newton Running shoes.
Similarly, the Newton Natural Form Running Coaching Certification program has provided hundreds with the tools essential to teaching Newton Natural Form Running since its creation a year ago. In 2012, the program is being redesigned with new standards and a tiered certification process.
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NEW12_006_Runner's World Spread_v6_outl.indd 1 2/2/12 3:01 PM
"HELLO BETTER" NEWTON RUNNING LAUNCHES A NATIONAL BRAND CAMPAIGN
Newton Running is launching a seven-figure campaign, entitled "Hello Better," to spell out the benefits of natural form running. The campaign's launch coincides with the release of spring 2012 versions of the Gravity Neutral Performance Trainer, Motion Stability Performance Trainer and Distance Light Weight Trainer, the Distance U Light Weight Trainer and the Black MV2, which began reaching U.S. stores in late February.
"In just five short years, Newton Running has grown to be a player in the highly competitive running and triathlon shoe market purely through grassroots and word-of-mouth marketing," said Newton Running CEO, Jerry Lee. "This new national campaign will introduce our shoes to a much larger audience."
MARCH 12, 2012 | SGBWeekly.com 11
BROOKS LAUNCHES SECOND ANNUAL INSPIRING COACHES PROGRAM The Brooks Inspiring Coaches program aims to bring support, awareness and a dose of Run Happy spirit to high school cross country and track and field coaches who go above and beyond to motivate their runners and keep their programs strong. "Last year we read hundreds of heartfelt stories about amazing high school coaches from all over the nation. We ultimately honored 10 who not only motivated their runners on the track and trail, but become their lifelong mentors," said Jim Weber, president and CEO of Brooks Sports, Inc. "These coaches exemplify our mission to inspire everyone to run and be active."
In an effort to bolster its support for coaches and their high school running teams nation-wide, Brooks decided to more than double its investment in the Inspiring Coaches program for 2012. The leading running company will honor 25 coaches and award product and mon-etary support to their teams. Brooks will award each finalist:• $5,000 in Brooks performance running footwear, apparel, and accessories for his or her team• $500 cash for additional team expenses• Membership into the Brooks Inspire Daily (I.D.) program The 2012 Inspiring Coach of the Year will also receive:• $5,000 in Brooks gear• An additional $2,000 in cash• A trip for two to the 2013 Brooks PR Invitational
Anyone inspired by a coach is asked to visit brooksrunning.com/inspiringcoaches to nominate a current high school track and field or cross country coach. Applications will be accepted through June 29, 2012. Brooks will announce the top 25 finalists and profile them on brooksrunning.com during August; the 2012 Inspiring Coach of the Year will be unveiled in September.
Coach Amy Pitzel and Brooks president & CEO Jim Weber pose for the 2011 award.
12 SGBWeekly.com | MARCH 12, 2012
UP &RUNNINGBy Mackenzie Lobby
By taking a similar approach to apparel as in footwear, running specialty stores can sell more product in Spring 2012.
In the early days of the first running boom, there was no telling how far the running industry would come. “Twenty years ago, running specialty shops sold singlets and split shorts, that’s it,” said Todd Dalhausser, General
Manager of Saucony Apparel. Today, the apparel walls look a lot different. According to SportScanInfo, running apparel grew 25 percent last year, making it a $1 billion industry.
While there is a clear upward trend, Dalhausser said that selling apparel can be an uphill battle. “From an early age, we’re taught that apparel is self- service,” he explained, highlighting that customers often want assistance with shoes, but not with apparel. “This means retailers have to be creative in how they merchandise.”
It turns out probably the best way for running specialty stores to do this is to simply treat apparel the same way they do footwear. Working with customers, the employee generally asks a series of questions to pinpoint which shoes might work best for a customer. There’s a big selling opportunity when that same data is applied to apparel. New Balance’s Running Apparel Product Manager, Claire Shearman underscored the fact that companies are working hard to provide continuity between shoes and apparel saying, “We have taken great strides to work closely with our footwear counterparts to ensure we have a strong head-to-toe story for easy in-store merchandising.”
Kim Page of Bull City Running in Durham, NC said that it’s all about education and customer service. “If we do a good job of exceeding a
Photo courtesy of New Balance
MARCH 12, 2012 | SGBWeekly.com 13
customer’s expectations through great customer service, they’ll look for solutions beyond just shoes,” she explained. By knowing the latest trends and technologies in apparel, the same way they do with shoes, employees are able to speak to customers about more than just what goes on a customer’s feet.
Spring 2012 brings a number of exciting stories that will help running specialty store owners move their inventory and get runners as excited about apparel as they are about footwear. The introduction of several new brands demonstrates the growing success of the running apparel business. What’s more, the latest fabrics and designs nearly sell themselves, especially in the ever-burgeoning women’s market. BRAND DEBUT For runners looking for something new and different, there will be several emerging brands on store floors this spring: Ronhill Apparel, Gore Running Wear, and 180s.
RONHILL “Our goal isn’t to replace any of the sporting goods or mass distributed brands,” said Ronhill’s Chris Nelson. “Our goal is to give the specialty retailer an opportunity to offer something that will make them more ‘special’ with a product that allows for a higher register ring and the consumer a tremendous, high performance brand not found everywhere or worn by everyone.”
Ronhill’s success in the United Kingdom prompted them to introduce their first line of running apparel to the U.S. this spring. With forty years of experience, their current line lives up to being a premium, specialty running brand. While price points are slightly higher, the quality of the garments and back story of the company will be more than enough to convince many runners to give them a try. “The Ronhill line uses some of the nicest materials we’ve seen,” said Page of Bull City Running. “A lot of times people are willing to pay a bit more for a great product.”
Ronhill works hard to remain solely a running specialty brand, avoiding big box outlets. “Specialty retailers are where it all starts. They are the lifeblood of the industry and where many new runners go for expertise and advice,” added Nelson. For runners looking for authenticity, there is no greater message than this type of exclusivity.
GORE RUNNING Gore Running will also cause excitement among runners looking for the latest and greatest. Having achieved credibility via W.L. Gore with their use of Gore-Tex and Windstopper laminates, customers will be familiar with their name. “Our aim as a brand is to create premium outfit systems for all performance levels and all weather conditions,” explained Gore’s Running Category Specialist, Anglea Lindbo. From recreational athletes to serious ultra runners, they have something for everyone.
“Attractive products and high-end functionality for a sport-specific end-use make the difference in the existing running apparel market,”
Lindbo added. This brand will be of special interest to the trail running crowd, as many of these runners come from outdoor sports where Gore is well known.
180SDipping their toes in the running apparel market, 180s will also offer a few key garment options in Spring 2012. In an effort to expand product development and provide performance technology to runners year round, they are launching QuantumCool Performance Apparel and Accessories. Packable jackets and calf and arm sleeves will feature QuantumCool technology, which addresses temperature control, moisture management, and sun protection in a new way. Runners already familiar with 180s accessories will be drawn to these new products to help complete their arsenal of running gear. FABRIC FRENZY Regardless of whether a runner is open to new brands or is loyal to an existing name, it remains important to explain the technical nature of the various fibers. Not only do these features set today’s running apparel apart from athletic apparel of yesteryear, they also help customers to pinpoint which technologies are most important to them. The impressive advances made in fabrications will sway even the runners who are most resistant to wardrobe updates.
While the importance of temperature and moisture control is well established amongst harriers, many are unaware of the major improvements made in technology over the last couple of years. “We always explain to runners that a technical fabric can be a real game changer by wicking away moisture and helping them have a more enjoyable experience running,” said Page of Bull City Running.
Saucony’s HydraLite moisture transfer fabric, featured in their PE Shorts and HydraLight Short Sleeve, serve as examples. Similarly, Asics’ spring line offers garments with their signature cool-to-the-touch fabric. “The fabric feels cool and soft to the touch, has quick
Photo courtesy of Ronhill
14 SGBWeekly.com | MARCH 12, 2012
moisture management, and high stretch and recovery for a great fit,” explained Asics’ John Ohail. Sugoi’s own cooling fabric includes their Vector Stretch technology, which Director of Product, Chris Gagan explained, “is a dimensional mesh that, by nature of construction, creates a cooling environment between the user’s skin and the fabric.”
Brooks features one of the sheerest options in the category for spring 2012 with their D’Lite series. “The D’Lite Mesh Tank is quick-drying and super lightweight,” explained Lauren Wall, apparel product line manager for Brooks. The North Face is also working to promote their lightweight Better Than Naked Fabrics for spring. “We paired top of the line fabrics that are whisper light with great moisture management characteristics, along with our body-mapped designs and burnout ventilation that allow for breathability where you need it most,” explained The North Face’s Director of Performance, Kevin Joyce.
In addition to lightweight garments, many runners are also concerned about sun protection. This makes it important to ask questions and find out if it may be a point of interest for certain runners. “Typically the more sheer the fabric, the lower the UPF rating,” said Dallhauser. “We work to use fabrics that provide protection from the sun, while still remaining lightweight and moisture wicking.”
Brands such as Patagonia, who largely market to trail runners, pay special attention to UPF ratings. Patagonia’s spring line features ratings between 15 and 30 for those looking for added protection. Customers should be made aware that the power of UPF protection diminishes with wear and tear. “Fabrics that get worn out can lose their UPF protection,” explained Patagonia’s Jess Clayton. “This is an important feature when you are logging a lot of time under the sun.” For those runners who need extra convincing to replace their old running garments, the reminder that certain technologies wane with time may help tip the scales.
WOMEN SURGE AHEAD In addition to pointing customers toward specific brands and technologies, it also
remains necessary for running specialty stores to understand who is doing the buying. SportScanInfo reports that women’s running apparel grew approximately 25 percent last year, while men’s grew 20 percent. “We outsell women’s over men’s apparel 2-to-1 now,” reported Chris Smith of Five Star Sports in Corvallis, OR. This growth is largely a result of women gravitating toward garments that can be worn beyond running, offering greater versatility.
Owning much of the women’s market is Moving Comfort, which has responded to the changing times by releasing a number of hybrid pieces for spring. “As the trend toward more fashionable, crossover active apparel continues, women are looking for something different to add to their wardrobe beside a short or pant,” said Heather Cvitkovic, senior product line manager for Moving Comfort. This has led them to develop the Distance Run Dress and Momentum Skort, offering both fashion and function.
“This is a sweet spot for performance apparel,” added Oiselle’s Founder and CEO Sally Bergesen. “If you can find pieces that
work for your marathon, but that you also want to change into after your marathon, things are golden.” Patagonia is entering this market with the All Weather Dress, Oiselle has the Bum Wrap, Sugoi touts the Moxie Skirt, and the brainchild of the style, Skirt Sports, is releasing the Marathon Chick Skirt and the Adventure Girl Skirt this season. “Women are defining themselves as multidimensional,” said Skirt Sports’ Founder and CEO Nicole DeBoom. “Skirts are considered more flattering and more fashionable than most traditional performance wear and with high-performance features added to a stylish skirt, women don’t have to sacrifice performance for fashion.”
By gathering information and understand-ing a customer through the shoe-fitting process, their apparel needs become clear-er. Whether they are looking for new trends, technologies, or brands, their shopping ex-perience can be catered to and enhanced through the running specialty channel’s age-old approach to selling: Provide The Best Customer Service Through One-on-One Attention. ■
Photo courtesy of Oiselle
MARCH 12, 2012 | SGBWeekly.com 15
180s Quantum Cool Packable Men’s Run Jacket packs into a pocket on the back and includes pockets and wiring features for a music player. MSRP $70
Asics ARD Short Sleeve features ThermoCool fabric, breathable mesh, and chafe-free properties of flatlock stitching. MSRP $45
Puma Faas Lightweight Windstopper features reflective logos and lightweight, highly breathable fabrics for performance. MSRP $160
Brooks D’Lite Micro Mesh Racerback offers a translucent look for hot weather conditions, ultra-lightweight and can be layered or worn alone. MSRP $25
Gore Air 2.0 Women’s Slim Cut Tank provides better support and comfort through a special design and fabrication. MSRP $69
Saucony Inferno FX Men’s Short Sleeve features a printed front with ultra-lightweight moisture management fabric. MSRP $36
Moving Comfort Distance Run Dress includes an interior Powermesh shelf bra. MSRP $64
New Balance Prism Shimmel offers an asymmetric design, welded seams, and Polygiene stretch lycra fabric for performance. MSRP $60
Ronhill Trail Microlight Jacket utilizes a new fabric that provides wind and rain protection. This water repellent shell is light weight and wind resistant. MSRP $120
Patagonia Men’s Strider Shorts are ideal for everyday training and longer runs, utilizing lightweight recycled polyester fabric coupled with Air Flow mesh for breathability. MSRP $49
The North Face Fave-Our-ite Full Zip Hoodie is perfect for wearing to and from races, the gym and during recovery. MSRP $65
Sugoi Moxie Short Sleeve is a breathable layer piece. MSRP $35
16 SGBWeekly.com | MARCH 12, 2012
f the running industry hadn’t already eradi-cated the use of white, cotton sports socks amongst harriers, they certainly have now.
In today’s running market, technical fibers that wick moisture and control temperature are expected. With the influx of runners com-ing into the sport, brands are beginning to understand the importance of providing a va-riety of options to fit the wide ranging running demographic.
“Some people prefer lightweight socks, others want more cushioning, and some look for compression,” explained Kim Page of Bull City Running in Durham, NC. As a result, not only have technologies and fab-rication techniques advanced, the number of options have expanded. Today’s running sock selection includes non-synthetic fibers, better fit features, a revamped color palette, and a number of impressive choices for compression needs.
WOOL GAINS A FOOTHOLDPartially as a result of the trail running boom, merino wool is being used more in running socks. It seems that the trail running crowd gravitated first as a result of their familiarity with companies like Smartwool in the outdoor industry. A performance-driven fiber, merino wool then made the leap to the running market.
Wigwam leads the way with a number of trail options, such as the Rebel Fusion Trek-ker. Built to withstand miles over rough trails, this sock combines 61 percent nylon, 37 percent merino wool, and 2 percent span-dex. “Most of our trail running styles more often than not incorporate merino wool and our Ironman performance running socks use more synthetic fibers,” explained Wigwam’s Field Marketing Manager, Natalie Stangl.
Goodhew similarly incorporates wool into their Sedona and Taos performance socks. “Our lambswool/alpaca blend provides more durability and enhanced insulation from cold and heat,” said Goodhew’s VP of design and merchandising, Mercedes Marchand. Good-hew also touts the odor controlling nature of wool, eliminating the nasty aromas hard to avoid with synthetic fibers.
Other companies, like FITS Socks and
Point6 also offer impressive wool options. Using a super-fine 18.5 micron merino wool, FITS offers supremely soft and comfortable choices, while Point6’s 100 percent com-pact spun merino, combined with smooth toe seams, nearly eliminates the chance of hot spots and blisters from occurring.
A BETTER FITNo matter what the technical fabric, the com-fort of a sock largely depends on fit and de-sign. FITS calls this their Full Contact Fit sys-tem, incorporating a Dynamic Toe Cup, a Heel Lock, and Full Contact Cuff. Made to mold to the shape of a runner’s foot, excess fabric and slippage are no longer an issue.
A number of companies also promote the use of an arch band to enhance fit. For Bale-ga, the key to the arch band is to keep the moisture wicking fabric close to the skin so it can do its job. “Since people’s arches are come in many different shapes, by adding a little more elastic into the arch band, it makes it easier for the sock to take the shape of the foot better,” explained Chris Bevin, President of Balega International.
Feetures utilizes elasticity in the arch to also provide superior fit. “In our Elite sock, we’ve been able to vary the amount of compression runners feel in different parts of the sock,” explained Feetures’ John Gaither. “Our Power Arch is anatomically constructed to deliver targeted support to the arch of the foot.”
Fitsok’s Jeff Bull echoes this point, saying, “All of our socks implement an arch support in their design. This is a key feature to keep the sock in place and to eliminate bunching.” This is also Sole’s approach in providing their signature Tensorfit Arch Band, which contrib-utes to both support and comfort by keeping the sock in place.
EXPANDING THE COLOR PALETTEFollowing the running apparel industry’s lead, running socks are adopting a new look. For-merly drab, with very little fashion influence, Spring 2012 brings a variety of color and design choices. “We are seeing a slow and steady increase toward flashier colors in running socks and shoes,” said Wigwam’s Natalie Stangl. This is apparent in Wigwam’s
A SOCK FOR EVERY RUNNER
An increase in running consumers means more sock options on the market.By Mackenzie Lobby
Photo courtesy of Injinji
I
MARCH 12, 2012 | SGBWeekly.com 17
Single Trax Pro, which comes in eye-catching Bright Rose. While Balega believes there still remains a segment of the mar-
ket that wants traditional white, black, or grey options, they also acknowledge the shift towards more color options. “As in apparel, we feel that extra pop in color can draw the attention of the shop-per over to the wall and turn them on to the brand,” said Bevin.
Ander Horne of Catawba, the socks licenser for Brooks, said they work closely with the shoe brand to align their color schemes with footwear. “We developed a line of socks around the Pure collection of shoes,” he explained. “They have some of the same sales features, so they can work in tandem together.”
Releasing a number of new designs and colors in their Performance Series, Injinji has embraced and encouraged this trend. “There has been high demand and feedback to bring in color so we decided to start with the Performance Lightweight and Performance Midweight,” said Injinji’s Marketing Director, Deirdre Ostrowski. “Our loyal customers are really excited and happy about the new colors and we hope it attracts new runners and athletes to our products.”
Similarly, Fitsok is releasing women’s color-specific socks this spring, dubbed Jewelpop. Sold in three-packs, the socks will include Fuschia, Electric Lime, and Purple options. “We looked at some of the top shoe brands forecasted colorways in running apparel for 2012 and 2013 and matched up with trending cross-brand colors,” said Bull.
COMPRESSION ENDURESAlthough compression socks are no longer at the height of their popularity, they continue to be a relevant options for many runners. Injinji’s Performance Series Compression Toesock is ideal for those who prefer the five-toe system. Made with CoolMax FreshFX and nylon fibers, they wick moisture and prevent odor. Lycra Energy provides gradual compression to reduce swelling and increase blood flow.
Wigwam’s Ironman Circulator socks utilize 95 percent stretch nylon and 5 percent spandex to enhance muscle recovery. Having been the official sock of Ironman for 18 years and running, they have many loyal endurance-leaning customers who rely on them for post-race maintenance.
Feetures’ Elite Compression sock is also great for both pre- and post-competition and exercise. Through graduated compression, they increase circulation, promote recovery, and reduce fatigue. Their anatomical fit also cuts down on blistering and bunching.
Not to be forgotten, Sockwell, a Goodhew Solution, is offering a series of graduated compression socks for both daywear and after exercise. The Circulator model provides moderate zoned compression (15-20mgHg) and comes in both striped and solid color options for men and women. “Compression is a great recovery technology after activity, but it also adds support during the activity,” said Goodhew’s Marchand. ■
Balega Ultra Light Drynamix moisture management is used in the knitting of this sock to make it one of the lightest on the market. MSRP $12
FITS Light Runner No Show provides high impact cushioning in the toe cup and heel lock. MSRP $15.99
Feetures Elite Light Cushion No Show Tab has an anatomical right and left foot design. MSRP $14.99
New Balance NBx Technical Cocona Low-Cut socks are specifically designed to fit the left and right feet with dry moisture management and odor control. MSRP $12
Brooks Low Cut Tab Lite arch compression hugs and supports the foot, while the Achilles Tab prevents sock migration. MSRP $15.99/2-pair
A Goodhew solution, the Sockwell Circulator makes this compression sock for both daywear and recovery in a variety of colors and styles. MSRP $24.99
Injinji Midweight Performance Toesock is made with CoolMax EcoMade and wicks moisture with the use of recycled materials. MSRP $16
A Goodhew solution, the Sockwell Circulator makes this compression sock for both daywear and recovery in a variety of colors and styles. MSRP $24.99
Point6 Running Ultra Light Micro is an ultra-thin, non-cushioned micro sock using 100 percent compact spun Merino Wool. MSRP $13.95
Smartwool PhD Running Ultra Light Micro with a 4-degree First System for optimal fit and strategic mesh zones for maximum ventilation. MSRP $12.95
Wigwam Single Trax Pro is made with the trail runner in mind. The breathable mesh instep keeps feet cool with superior fit. MSRP $15
18 SGBWeekly.com | MARCH 12, 2012
I AM... PERFORMANCE
DAVE REYNOLDS President, A Snail's Pace, Inc.Fountain Valley, CA
WHAT DROVE YOU TO OPEN YOUR FIRST RETAIL STORE IN 1979? I wanted to run my own business. I loved running and had just enough cash to purchase a running store franchise – Loeschhorn’s for Runners. I re-named it "A Snail’s Pace Running Shop" in 1990 when my mentor, John Loeschhorn, left the business.
HOW DID YOU COME UP WITH THE NAME, "A SNAIL'S PACE"? When I had to slow down running through snails to avoid stepping on them. I thought the name would be welcoming to walkers and joggers who didn’t think they were very good runners. WHAT WAS YOUR SMARTEST MOVE IN LAUNCHING THE BUSINESS? All the running stores in Southern California were going out of business in the late 80s when mail order running shoes and big box sporting goods stores came to town offering substantially reduced prices to steal busi-ness from existing retailers. The name change was a smart move, and developing training programs that created customers. WHAT DO YOU ATTRIBUTE TO THE LONGEVITY OF THE BUSINESS? Not being afraid to do something new or different. Starting a Marathon Training Program, for example, was a lot of work but it has grown into our popular Running Academy which is one of the things I am most proud of. Also, I was very lucky to find strong partners in Eddie Johnson and Winnie Parish; and more recently, Joe Lourenco. Hiring and keeping good people is the key to success. HOW IS THE CURRENT RUNNING BOOM DIFFERENT THAN THE FIRST ONE? It’s better. Runners in the old days were obsessed with speed. A 4-hour marathon got no respect. And 5-hours? Forget it. Today it’s more about fitness and much less emphasis on speed. Six- or 7-hour marathons, and more, are common. Running for charity has also been an excellent addition to the second running boom. It’s a much healthier attitude today, and has allowed for the tremendous growth in participation. WHAT DO YOU LIKE MOST ABOUT YOUR JOB? Changing lives. I don’t get to see it as much as I used to when I spent more time on the sales floor. But I know it’s still there and I hear the stories. I also like the challenge of growing the business. It’s like trying to improve your marathon PR. WHO IS THE BUSINESS PERSON YOU MOST ADMIRE? Jim Davis has been an amazing role model. I admire his dedication to American production, his dignity, and loyalty to his customers and employees. WHAT WOULD BE YOUR ADVICE TO SOMEONE LOOKING TO GET A JOB IN
THE RUN INDUSTRY? Work hard to make your company better and more successful; be a self-motivated individual always thinking about what you can do to improve; seek as much knowledge as possible about your job and your industry.
WHERE STRATEGIC DECISIONS BEGIN
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2 0 1 2AUGUST 2-5, 2012
Salt Palace Convention CenterSalt Lake City, UT
Open Air DemoAUGUST 1, 2012
2 0 1 3JANUARY 24-27, 2013
Salt Palace Convention CenterSalt Lake City, UT
All Mountain DemoJANUARY 23, 2013
SEE YOU THERE!
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