Sports RETAILER - SportsOneSource.com

Performance
Sports
RETAILER
News and Information for the Running and Triathlon Market
A SportsOneSource Trade Publication
August 2008
Ecco Launches Biom Running Shoes
In a nod to the growing ‘barefoot running” movement based on natural motion, Ecco is
introducing Biom, a collection of performance road and trail running shoes that the company
hails as “category-changing running product.”
Implus Footcare
Partners with Grangers
Implus Footcare, LLC, has been named
the distributor for Grangers aftercare
products-the oldest company specializing
in waterproofing treatments for fabrics
and leather-for the U.S. and Canada.
Grangers cleaning and waterproofing
products are designed to extend the life
of clothing and footwear by restoring the
fabrics and leather to its original finish.
The company has a long history of
environmentally sustainable practices and
uses advanced chemistry and technology
to offer products that maintain, enhance
and restore the performance of outerwear,
footwear and equipment. Grangers
is the only aftercare product line that
carries both ISO 14001 and Blue Sign
certification. Implus recently purchased
Yaktrax, a unique line of winter traction
footwear, and SneakerBalls, a line of
sports air fresheners.
Inside PSR
n New Balance adds outdoor
athletes to Team NB
n What’s in a Name? Running footwear categories
blur as innovation and
competition increase
n Outdoor Retailer attracts
running specialty
n Runners Roost:
A home-grown retailer
improves community fitness
The footwear, which boasts a close-to-the-ground
silhouette, comes in three platforms.
The “A” platform is
designed for elite
athletes who typically
run six-minute miles
or faster. The “B”
platform is designed for
9.5-minute-per-mile runners, and the
“C” platform is for occasional runners who complete a
mile in 10 minutes or more. Each platform consists of
one textile and one leather style. The “A” platform will
be specifically for men and will include two insoles, one
each for training and racing. The “B” and “C” platforms
will be available in gender-specific versions.
The men’s Biom “A” yak leather
road running shoe is designed to
allow a natural running motion.
The shoe offers anatomical
support as well as strength,
breathability and a snug fit.
Biom’s technical features include a TPU rubber outsole, direct-injected PU midsole,
biomechanical midsole, and an anatomically shaped last (created after scanning 2,200 feet).
The leather version is made of yak leather, which is three to five times stronger than cow
leather, and can be skived down to 1 millimeter for a lighter, more conforming fit.
The “A” and “B” platform road running shoes will be launched in March 2009. The “C”
platform, as well as trail running shoes, will follow in Fall 2009. The textile models will be
retail priced at $195, and the leather models will be $220.
Distribution will target running specialty stores. According to David Helter, brand
manager of Ecco USA, Biom will not be sold into the company’s four biggest accounts
(Nordstrom, Ecco retail stores, The Walking Company and Dillards), nor will the collection
be sold online.
CHEATER
Sof Sole performance insoles give runners a
hidden advantage by delivering exceptional cushioning and
support that empowers them to train harder, longer, and
compete at a higher level.
www.sofsole.com
Sof Sole performance
socks give runners a hidden
advantage by delivering exceptional
comfort and moisture management
that empowers them to train
harder, longer and compete at a
higher level.
Move your customers - and your
hosiery sales - to the front of the
pack; let them experience Sof Sole's
performance enhancing difference.
Sof Sole Product Shown: Anti-Friction Sock
www.sofsole.com
Key Features: Slip-Resistant Technology, Seamless Toe,
Deep Heel Pocket, Hydrologix Moisture Management.
THE IMPLUS LINE OF FOOTCARE PRODUCTS
APARA
SNEAKER BALLS
SOF SOLE
YAKTRAX
www.implus.com
EDITORIAL
Managing Editor
Lou Dzierzak (612-618-2780)
[email protected]
Art Director
Sean Berthelot (203-404-0632)
[email protected]
Contributing Editors
Andy Kerrigan, Charlie Lunan, Kevin O’Donnell,
Dr. Paul Langer, Thomas J. Ryan
Performance
Sports
RETAILER
News and Information for the Running and Triathlon Market
CONTENTS
August 2008
6
Group Editorial Director
Judy Leand (212-398-5022)
[email protected]
ADVERTISING
Account Managers
Robert Z. Feiner (212-398-5020)
[email protected]
Sam Selvaggio (212-398-5021)
[email protected]
Susan Tauster (630-858-1558)
[email protected]
Business
Production
Andy Kerrigan (704-987-3450 x103)
[email protected]
Ad Coordination
Casey Schoonover (704-987-3450 x108)
[email protected]
News_______________________________________
Circulation & Subscriptions
Joy Matheny (704-987-3450 x107)
[email protected]
Account Manager
Amy Ward (704-987-3450 x106)
[email protected]
4
5
President & CEO James Hartford
Chief Information Officer Mark Fine
VP Research & Development Gerry Axelrod
Director Information Management Ruben Desangles
Manager Database Operations Cathy Badalamenti
VP Business Development Bill Bratton
Eastern Business Manager Barry Gauthier
Retail Relationship Manager Jill Underwood
Other SportsOneSource Titles:
Footwear Business
Hunting Business
Outdoor Business
Sporting Goods Business
Sporting Goods Dealer
The B.O.S.S. Report
Sports Executive Weekly
Footwear Business Update
Outdoor Business Update
Team Sports Update
SGB Update
© SportsOneSource, LLC
2151 Hawkins Street | Suite 200 | Charlotte, NC 28203
704-987-3450 | fax: 704-987-3455
n Saucony launches web site
n IronmanPower.com provides 29-week Ironman training and nutrition program
n Nike names VP of product
n Internal Medicine Study reports runners live longer
n New Balance adds outdoor athletes to Team NB
n PowerBar first annual “Specialty Retailer of the Year” award deadline nears
n Finish Line extends sole destination
Features___________________________________
6
10
utdoor Retailer Attracts Running
O
2009 running footwear, apparel and equipment
12
top Right There: Merchandising for Spring 2009 performance apparel will make
S
runners stop dead in their tracks
hat’s in a Name?
W
Running footwear categories blur as innovation and competition increase.
Specialty:
A collection of Spring
Departments______________________________
14
Runners Roost
A home-grown retailer improves community fitness
Internal Medicine Study
Reports Runners Live Longer
Specialty NEWSwatch
Saucony Launches Web Site
Saucony, Inc. has announced the launch of
its newly redesigned website, saucony.com.
The updated digital platform is a significant
piece of Saucony’s multi-faceted, offensive
marketing strategy.
In a published statement, Mary O’Brien,
Saucony’s vice president of marketing
states, “With our brand positioning in
place, our new website is the strategic
vehicle that tells our story to the consumer.
We’re confident that this new platform
will communicate a more accurate
representation of the brand: that Saucony
is a company that exists for runners.”
Saucony’s
president
Richie
Woodworth adds, “We wanted our web
site to tell our story, ‘At Saucony, we run.’
We wanted to inspire people through our
web site to run.”
The updated site features an improved
look and feel, updated navigation and
content. To invite return visits, Saucony
has partnered with MapMyRun.com. The
MapMyRun feature allows runners to
find local routes, plot their runs, and log
workouts. Woodworth says, “There’s a
community aspect of the site that we hope
will keep people coming back for more.”
IronmanPower.com Provides 29-week
Ironman Training and Nutrition Program
PowerBar has partnered with Ironman to launch a unique online destination for
triathletes. The site will provide the latest nutrition information as well as interactive
tools to help train for their event. As the official nutrition partner for Ironman, PowerBar
supports the “4th Pillar” of Ironman - Nutrition - in addition to Swim, Bike and Run.
PowerBar invites athletes to visit IronmanPower.com to utilize the 29-week
Ironman training and nutrition guide. There is also a RouteFinder that allows users
to map training routes that match the elevation and challenge of their upcoming race
course. The site also provides widgets so users can share their progress with others on
favorite social networking sites like iAmTri.com, MySpace and Facebook.
Nike Names VP of Product
Nike, Inc. promoted Eric Sprunk to the newly created role of vice president
for product. In this role, Sprunk will be responsible for all Nike brand product
across the company’s footwear, equipment and apparel engines from design
and development to manufacturing.
Sprunk, 44, has been with Nike for 15 years working in senior financial,
product and global management roles. He will report to Charlie Denson,
president of the Nike Brand.
4
The study “Reduced Disability and
Mortality Among Aging Runners: A
21-Year Longitudinal Study” published
August 11, 2008 in the Archives of Internal
Medicine announced that regular jogging
in middle age may reduce people’s risk
of disabilities and help them have longer
and healthier lives.
Launched in 1984, the study tracked
two groups of people described as
“ever-runners” and “never-runners.
Lead author Dr. Eliza F. Chakravarty,
an immunologist and rheumatologist at
Stanford University School of Medicine,
monitored 538 people who run regularly
along with a control group of 423 people
who said they never run. Many of the
runners were recruited from a national
running club and the non-runners came
from the ranks of Stanford University
faculty and staff.
When the study began, all the
participants were age 50 or older.
Chakravarty and her team matched the
demographics, physical characteristics,
ethnicity and lifestyle habits of both
groups. Exercise habits were the only
variable.Volunteers completed an annual
survey from 1985 to 2005 that monitored
their health, exercise habits and
experiences with injuries and disabilities.
The information was analyzed at the 8,
13 and 21 year checkpoints. Researchers
found that people who exercised
regularly had better cardiovascular
fitness levels, increased bone mass,
improved aerobic capacity and fewer
physical disabilities. The running study
group also lived longer compared to
the control group’s mortality rates.
Addressing a commonly held concern of
older runners, the researchers examined
X-rays and arthritis reports and stated
that there was no significant difference
in the conditions of joints between
runners and non-runners.
Performance Sports RETAILER
Outdoor Athletes Join Team New Balance
PowerBar First Annual “Specialty Retailer of the Year”
Award Deadline Nears
In April, PowerBar announced the
introduction of its first annual
“Specialty Retailer of the Year”
Award. Open to all independent
sports specialty retailers, the
new award program will recognize
retailer commitment to consumer education about sports
nutrition and local advocacy outreach.
PowerBar is looking to reward retailers who demonstrate
their support of the sports nutrition category via creative
display units, knowledgeable staff, and contributions to sport
in their local community.
The winning retailer will receive $2,500 worth
of PowerBar sports nutrition products for retail
use and $2,500 worth of product to donate to local
sports cause marketing events. The prize package
also includes sponsorship of the retailers shop team
through PowerBars Team Elite program providing branded gear
and product for training.
PowerBar is asking interested retailers to submit a photo and a
paragraph about their store and its best practices for review. Entries
can be sent to [email protected] through
September 1, 2008, and the winner will be announced at the InterBike
trade show in Las Vegas, September 26-28, 2008.
Finish Line Extends
Sole Destination
Specialty NEWSwatch
New Balance announced that they have signed on three outdoor
athletic enthusiasts to join the brand’s larger “Team New
Balance.” Trail runners Kyle Skaggs and Anton Krupicka, and
freestyle kayaker Ruth
Gordon have all signed
on with New Balance.
New Balance will
provide each athlete
with New Balance
footwear, apparel, and
accessories, as well
as a small stipend
that enables them to compete and train. The outdoor enthusiasts
will help drive New Balance’s product innovation through their
involvement in the company’s wear-test and product development
process. As brand ambassadors, they will also showcase New
Balance performance footwear and apparel products locally,
nationally and internationally in their various competitions.
The Finish Line, Inc. has extended its partnership with
Soles4Souls, the international charity dedicated to providing
free footwear to those in need, and will continue the national
shoe trade-in program, “Sole Destination,” at all 697 Finish
Line store locations across the United States.
Since the program was launched on “National Barefoot
Day” June 1, 2008 approximately 30,000 pairs of shoes
have been collected. The shoes will go to impoverished
communities in the United States and around the world.
Customers donating a pair of new or used shoes at The
Finish Line receive $5 off the purchase of a new pair of
shoes valued at $25 or more. The “Sole Destination”
program will end on Tuesday, September 30, 2008.
Performance Sports RETAILER
5
Specialty FEATURE
6
What’s in a Name?
Running footwear categories blur as innovation and
competition increase.
By Lou Dzierzak
F
or decades, performance running shoe makers have
segmented their product lines into distinct categories.
Asics boasts structured cushioning, cushioning/neutral and
motion control. New Balance touts motion control, lightweight,
stability and neutral cushioning. But today, market forces are
blurring those traditional definitions.
Innovations in design, materials and construction are allowing
manufacturers to build shoes tailored to narrower applications and
runner needs. The increasingly competitive business environment
is leading some brands to carve out niches by pursuing unique
brand positions and footwear definitions.
Claire Wood, footwear product line manager at Brooks Sports,
describes the shift in thinking. “We look at our footwear line as
a continuum. We do have four categories—neutral cushioning,
guidance, support and motion control—but we definitely see
crossover,” she says.
In 2008, Brooks created a category called “guidance” that
fits between neutral cushioning and support. “You can’t really
‘bucket’ somebody. It really is a continuum,” Wood explains.
“You do see crossover. A runner could get along great in a
neutral shoe as well as a guidance shoe. It’s really the personal
preference of the runner when they go in to get fit. What’s going
to feel best and be healthy for them to run in?”
Fritz Taylor, SVP of global footwear at Brooks Sports, notes that
the brand’s continuum approach is based on foot types. “On one side
of the continuum is the neutral, rigid, high-arched foot,” he says. “On
the other side is the very flexible, mobile, overpronator foot. While
we know there are different places on the continuum that runners
fall, we break it into four categories to keep it simple and clear.”
New Balance also uses a continuum approach. Dan Sullivan,
running strategic business unit manager at New Balance, says,
“We look at it as a continuum in terms of the amount the consumer
pronates. We talk about shoes being mild-stability or high-stability.
So, within that stability segment, there’s a continuum.”
As product lines expand, the lines between category segments
have become less distinct.
“We definitely see [categories] shifting,” observes Sullivan.
“We see other companies changing the vernacular that they are
using. A few years ago, it was very consistent and everyone used
the same terminology. But philosophies change on what is most
important. From a competitive set, the manufacturers are looking
for someplace they can own instead of going after the competition
when they know it may take years to win. [They are asking],
‘Where is there an opportunity for us to carve out a niche?’”
Isaac “Ike” Alvear, executive director of performance brands for
Avia, Ryka and Nevados, adds, “The lines are absolutely blurring.
When you have a brand like Asics that now has 25 SKUs, you have
to ask yourself, ‘If you have a 1000 series and a 2000 series, and
then introduce a 3000 series, what is the degree of difference?’”
Avia segments its line using a 1-10 scale relative to the degree of
guidance the shoe will provide.
But not everyone buys into the continuum theory. Jim Monahan,
VP of footwear at Asics, counters, “I don’t think the lines are
blurring. People have come to the realization that neutral/cushion
Performance Sports RETAILER
“
We definitely see [categories]
shifting... From a competitive set,
the manufacturers are looking for
“
someplace they can own. [They are
asking], ‘Where is there an opportunity
for us to carve out a niche?’
­­­­­—­­Dan Sullvan, New Balance
shoes meet the needs and requirements of the broader market today.
The old school of thought was that every shoe sold needed to be a
stability-oriented shoe. In the old days, there was a fourth category:
light/lightweight. The term has gone away because technology and
materials have improved.”
Monahan adds, “One school of thought is, do we need these three
classifications? The classifications are easy for the general consumer to
understand. It’s taken years for stability/neutral shoes to be accepted. I
think consumers are educated.”
According to Rod Foley, Mizuno’s director of marketing for
athletic footwear, “Where I’ve seen the blurring within the industry
is where more and more companies are taking shoes originally built
for someone in the middle of the stability category, and you are
seeing that midsole mold used in another category by extracting or
enhancing the stability piece, but doing nothing else to the geometry
of the shoe. That’s causing some confusion as far as where the shoe
lies on the spectrum. Retailers say it’s essentially the same shoe.
You are just starting to cut the pie a little bit too small. That’s what
I’m hearing and seeing out there.”
Moreover, says Foley, “The way we look at it, over the last five years
the human foot hasn’t changed that much. Five years ago, three categories
were perfectly fine for everyone. I’m not sure about these new categories
and who these people are that we are building shoes for.”
Many running-oriented retailers support the premise that category
definitions are blurred. How blurred? Cody Hill, owner of Boulder
Running Company, Boulder, CO, responds, “Oh, big time. There’s
what I consider ‘gray area’ shoes. You look at the sub-motion control
category. You’ve got the Asics Evolution and the Foundation. They’re
Performance Sports RETAILER
really similar. If somebody’s a heavily overpronated runner, they’re
going to need the Evolution, but if they’re mid-ground, they could
run in either. There is definitely a lot of overlapping of the silos of
cushioning stability and motion control, and I think you’re going
to start seeing a lot more consumers buying the lower-priced, highstability shoe versus the motion control shoe.”
Bryan Mills, director of franchise development at Fleet Feet,
concurs. “Some of the vendors have started creating some new
categories—largely just to gain share. They’re doing an important
thing, recognizing that there are a lot of different feet and [running]
gaits out there and they’re trying to provide a range. This allows us to
provide the customer with a broader range of solutions because, at the
end of the day, the customer just wants something that fits well.”
Foley reports that Mizuno created a footwear matrix five years ago
to help manage the expanding categories.
“We were fighting a battle of perception of how our shoes are
categorized versus themselves,” says Foley. “We had some obstacles
to overcome in the marketplace [in regard to how] retailers were
categorizing our shoes. We were honestly confused within our own
group about how we were categorizing our shoes, and where our own
shoes were on the level of stability/control or lack thereof, let alone
what the people in the marketplace thought of our shoes.”
Foley continues, “We decided to come up with a two-dimensional,
two-axis matrix that not only talks about the level of support or
stability in a shoe, but also talks to the type of running within that
biomechanical category.” Mizuno’s matrix lists neutral, support and
control on one axis, with maximum, moderate, performance and
racing on the other.
Tom Carleo, SVP product at Saucony, is also convinced that
category definitions are changing, which he views as both problem
and opportunity. “If you step outside of the running specialty channel,
and beyond any full-service, more technical sporting good dealers,
I would say these lines have blurred dramatically at the trade and
consumer level,” he says.
At Saucony, Carleo champions stability as a brand position. “We
break stability into three areas: ultimate stability, stability, and light
stability,” he explains. “The trend in the last three or five years has been
some blurring between the motion control and stability silos of shoes.”
While excited about the potential, Carleo is aware of possible
reactions from retailers. “When I go out and meet with an account,
I don’t want to be the fifth guy [within a month-and-a-half] to have
a different terminology for something [those accounts] have called
motion control for 25 years,” he says. “If you are going to be bold
enough to do that, you need to be bold enough to invest in that,
7
Specialty FEATURE
8
so it goes to the consumer level. If we all come in and call it
something different, it creates confusion.”
Alvear believes retailers also play a role in changing definitions.
“My sense is that change is coming from leadership in retail,”
asserts Alvear. “[Retailers] are saying, ‘I need to describe the
difference between shoes.’ When the retailer is driving that, you
have to listen. It makes sense. At no other time in my experience
in the industry has there been a greater assortment of product. The
retailer’s challenge is how to position these products and describe
the end-benefit to the consumer.”
Foley also points out that, “You are dealing with people who
come from a position of strength in terms of their own opinions
about how the products actually work based on how many people
they have put the shoe on. Even with shoes that are market leaders
in the industry, if you went to 10 different stores, you might get 10
different opinions as far as how much stability the shoe has or who
it is made for.” He adds that his focus is to put specific shoes on the
people they are designed for, as opposed to layering those models
between existing shoes in the line.
At the store level, retailers configure display walls based on
brand recommendations, market conditions, customer base and, of
course, their own beliefs.
“We line them up by brand,” reports Boulder Running Company’s
Hill. “Typically, we’ll have the most stable shoes at the top; then
motion control, sub-motion control, and stability; then cushioning;
and then lightweight trainer. We divide them by brand but within the
brand, we have similar-quality shoes next to each other.”
Fleet Feet takes a different approach. “We still typically
display shoes in those three standard categories, but we use neutral
instead of cushion,” says Mills. “[The categorization] tends to be
more of a continuum than an absolute demarcation between the
different functions.” More importantly, he adds, “For us, the shoe
wall is more for display or marketing rather than function. Our
goal is not to sell off of our shoe wall. The shoe wall is to remind
people we sell footwear. In our store, we don’t have customers
walk up and ask, ‘Do you have these shoes in size X?’ If they do
that, we’ve failed to do our jobs.”
Although the Boston-based City Sports chain uses the traditional
categories of motion control, cushion and stability, COO Sean Scales
notes, “The categories are something that the customer shouldn’t
even have to bother themselves with. It’s the trained associate’s job
to determine the best shoes for the customer.” He elaborates, “I’ve
seen some places going with vendor-specific merchandising, which
surprises me a little bit. It helps tell a brand story well, but I don’t
think that a customer who’s looking at motion control shoes should be
distracted by neutral shoes right next to them from the same brand.”
As Taylor from Brooks points out, “Half of
retailers are still using three categories: neutral,
support, and motion control. Half are using some
fourth categorization to identify the zone between
traditional support and neutral. I think a lot of
running retailers are looking at pronation in a
different way. Many of them would agree they
were perhaps over-prescribing heavy-duty support
or motion control shoes before.”
After decades of brand advertising and countless
articles in consumer running magazines, the question
is, do consumers understand the categories?
At Boulder Running Company, “You definitely get the
person who comes in, has done the research, and says, ‘I want
to try on the [Asics] Evolution and the Foundation,’” says Hill.
“Some people come in because they want to learn about the
shoe and get the best thing for them.”
Mills sees both experienced racers and first-time runners.
“The problem with the word ‘cushion’ is that everyone wants a
cushion shoe. That’s like saying, ‘I want a cushion mattress. I don’t
want to sleep on a brick.’” He adds, “There are two categories of
customer. The majority are looking for a proper-fitting shoe. Then
there are people who have done lots of running and are looking for
something they’ve had lots of success running in.”
Specialty retailers play a central role in educating runners of
all experience levels. However, says Taylor, “There’s still a lot of
confusion out there among consumers about what they might need
or what is required. Specialty retailers are doing well because they
help consumers sort through that.” As a case in point, he explains,
“You still hear runners say they need a stability shoe because
they turned an ankle or have weak ankles. We’re not addressing
ankle stability with stability shoes in running. We’re addressing
overpronation. There’s still a fair amount of confusion out there.”
Sullivan confirms the importance of customer service at retail:
“A lot of people go in and say, ‘Fit me. You are the expert. I don’t
care what is under the hood. I trust you.’”
Change may occur in the future, but in the near-term,
existing product categories will remain in place. “People
have deep-seated beliefs and understandings in the science of
biomechanics,” Sullivan says.
Yet, the terminology created over time still isn’t universally defined.
“Cushion and responsiveness are words we all throw around,
but none of us are completely comfortable with the way we define
things,” says Foley. “We have to find a better way to get the
definitions to the consumer.”
While clarifying existing segment definitions is important, the
introduction of new niches will continue. For example, Sullivan
notes that New Balance is addressing runners who hit the ground
midfoot. “It’s essentially a new segment that will be small
and will grow over time. It’s going to take time for retailers to
understand it and see the successes of it. It’s definitely going to
be an evolutionary approach,” he says.
To help avoid confusion, Carleo simply suggests, “Instead of
watching the lines meld into each other, we need to do a good
job of being distinctive within each of those silos. As you move
through the silos, our job, as manufacturers, is to make sure we are
doing our best, through design and naming, to build consistency
and make the stories easier to tell at the retail level.”
Performance Sports RETAILER
WHAT’S YOUR RETAIL IQ?
1. How did sales for Running Footwear in the sports retailer
channel in July change compared to the year-ago period?
a. Down low-single-digits
b. Up mid-single-digits
c. Flat
d. Down high-single-digits
2. Women’s Running Footwear sales grew at a faster rate
than men’s at the sports retailer channel in July?
a. True
b. False
3. Who had the top selling Stability shoe in
the sports retailer channel in July?
a. New Balance
b. Brooks
c. Asics
d. Adidas
4. Which Running Footwear subcategory saw
the strongest dollar sales growth for the
month at the sports retailer channel?
a. Cushioning
b. Motion Control
c. Stability
d. Fashion Running
5. Who had the top selling men’s Trail Running
shoe in the sports retailer channel in July?
a. New Balance
b. Nike
c. Asics
d. Salomon
6. Who had the strongest market share growth in Running
Footwear in the sports retailer channel for July?
a. Asics
b. New Balance
c. Brooks
d. Nike
7. For the sports retailer channel in July, how did
the Running Apparel category perform?
a. Flat
b. Increased strong double-digits
c. Decreased low-single-digits
d. Increased low-teens
8. Which company saw the largest increase in market share
in Compression Tops in July in the sport retailer channel?
a. Under Armour
b. Nike
c. New Balance
d. Brooks
9. Who had the top selling Running Apparel product
in the sports retailer channel in July?
a. Adidas
b. Under Armour
c. Nike
d. New Balance
10. Running Apparel average selling prices increased
for the month in the sports retailer channel.
a. True
b. False
A Service of The SportsOneSource Group
For more information about SportScanINFO contact:
704.987.3450
[email protected]
Answers: a, b, c, c, d, d, d, b, c, b
Know More. Now.
Outdoor Retailer Attracts Running Specialty
A Collection of Spring 2009 Running Footwear, Apparel and Equipment
T
Specialty FEATURE
he Outdoor Retailer Summer Market, held August 8-11th, 2008 in
Salt Lake City, UT attracted an estimated 22,000 attendees and 6,300
buyers who wandered through the 438,000 square feet maze of aisles,
meeting rooms and balconies to see the products offered by 1,020 exhibitors.
More than two dozen running footwear, apparel and accessories companies
came to Salt Lake to extend their brand’s penetration into the outdoor market.
More than ever, running is drawing the attention of outdoor brands.
Salomon
Salomon is supporting the launch
of its trail running footwear line
with a comprehensive apparel
line for men and women. The
8.36 oz Minim Jacket features
fully seam taped Gore-Tex
Paclite with an adjustable
hood, full zipper and chest
pocket. SRP $115
www.salomonsports.com
Arc’Teryx
Best known for high-end technical
outerwear and backpacks,
Arc’Teryx is expanding the
brand’s product line to include
technical running apparel for men
and women. The 5 oz single knit
polyester Cito Tank features an
integrated shelf bra. SRP $80.
www.arcteryx.com.
Suunto
Suunto is celebrating the company’s 10-year
anniversary with the introduction of the new
flagship X10. The X10 includes all the features of
the previous X9i, but with significant performance
upgrades. The Suunto X10 includes an altimeter,
barometer, digital compass, thermometer,
extensive memory, as well as the expected time/
stopwatch functions. The new Suunto X10 will be
available in September 2008. SRP NA
www.suunto.com
10
Performance Sports RETAILER
Garmont
New Balance
New Balance will enter into the fast-growing multi-sport category with the
launch of the 1520. This addition expands the brand’s outdoor offerings,
which also include trail running, hiking, water performance, and walking.
The 1520 shoe features GORE-TEX XCR for breathable, waterproof
protection, a Vibram outsole for multi-directional traction, and ABZORB
cushioning for comfort. The 1520 will launch in February 2009. SRP $130.00. www.newbalance.com
Garmont is expanding its trail
running footwear product line. The
new Escape outsole features the
Garmont Dura-Lug surrounded by
sticky rubber. The wicking and quick
drying lining is textured to enhance
heel retention. SRP $99.95.
www.garmontusa.com
Skins
Compression apparel is a growing
technical apparel segment in running
specialty. Skins sport long tights are
engineered gradient compression
performance equipment which optimize
the endurance and recovery of the
muscles of the lower body. Benefits
offered by compression tights include
lower lactic acid production, improved
circulation and greater oxygen
availability in the hamstrings, quadriceps
and calves. SRP $99.
www.Skins.net
Brooks
Brooks has updated the popular Infiniti
for Spring 2009. The Infiniti 2 uses a
Diagonal Rolbar (DRB), a high-density
post at the medial arch engineered
for pronation control and creates a
smoother transition from the runner’s
mid-stance phase into the propulsion
phase. SRP $125
www.brooksrunning.com
Here’s the good news —
Spenco for Her® Insoles with Q Factor® Technology are the only insoles designed specifically to
address a woman’s Q-angle. Spenco for Her® Insoles provide targeted support, cushion and comfort.
Call your account manager today to order your Spenco for Her® Products 1-800-877-3626
Spenco is proud to donate a portion of the
proceeds from each sale of Spenco for Her®
products to further support Breast Cancer
Initiatives.
www.spenco.com
®Registered Trademark of Spenco Medical Corporation. ©2008 SMC. All Rights Reserved.
Stop Right There
Merchandising for Spring 2009 Performance Apparel Will
Make Runners Stop Dead in Their Tracks
Specialty FEATURE
W
12
ith the plethora of online
consumer activity, it’s no
surprise that performance sports
vendors will start launching interactive
merchandising displays this spring as a way
of promoting and educating consumers about
new technologies and fabrications.
Explains Brooks Running’s marketing
programs manager Dayna Berger, “People are
used to footwear with technical aspects, but when
it comes to apparel, there are technical aspects
that people don’t understand. This interactive
display provides info about why apparel costs
$100. There may not be someone available [for
in-person assistance], and the more the consumer
knows, the better it is for everybody.”
This 7-by-7-inch closed single-circuit
display will be distributed to 50 full-line
dealers this spring, featuring apparel,
footwear, technical and inspirational videos.
Berger adds, “We can deliver more content
in the future as more apparel and different shoes come to rack,
and always have fresh information on the screen.”
Besides engaging customers in an interactive way, it also
eliminates the need for recycling or sending outdated material
to the landfill, notes Peter Mannos, director of Brooks Running
retail development. Mannos says that not all retailers are
open to this type of merchandising, “Some retailers want to
keep doing things their own way, so we’re partnering with
stores that are looking for new ways to reach consumers.”
Performance sports newcomer Arc’Teryx will also launch a
digital interactive display to coincide with their new Endorphin
line. Explains company spokesperson Tom Duguid, “With the
web available for everyone to do research, lots of folks come
in already knowing what they want. Having interactive POP
displays not only reinforces the product’s personality, it reminds
consumers what they’re paying for.”
Though digital displays are the new wave of merchandising,
many vendors are also introducing new four-ways that outfit the
consumer head-to-toe, as well as toppers that attach to existing or
unique displays. According to retailers, this is bittersweet news.
Jenni Peters, owner of Varsity Sports in Baton Rouge and
Mandeville, LA, appreciates the effort and design in many
merchandising displays. But, with only 1,200 square feet of floor
space in both shops (set in renovated houses), most displays don’t
reach their intended potential. “Being one of their top accounts,
we get really nice technically advanced displays that are just
overkill. I’m always wow-ed when they roll in and would love
to use them, but they are designed for more modern, wide-open
mall concepts.”
Saucony
Saucony’s new 4-way
display fixtures will
allow running specialty
retailers to visually
merchandise a collection
of Saucony’s footwear
and apparel.
Performance Sports RETAILER
Brooks
The 4’ x 5’ Run Happy dry-erase
running wall has been distributed
to 100 running specialty retailers.
A smaller 2.5’ x 4’ board was distributed to 300 additional retailers.
The board reinforces the retailer’s
position as a community resource.
campaign that emphasizes running
as a fun experience, instead of hard
and painful.
Explains Mannos, “The Touch and
Feel book is a spin on kids books that
gets consumers to interact with apparel
specifically by bringing pieces of
apparel, zippers and MP3 pockets to
the pages of the book. It brings them
to life in a unique and fun way that’s
not too serious or overwhelming.”
Five hundred of these books will be
distributed to each store that carries
Brooks apparel as well as the field rep
groups, or Gurus.
Meghan
Caffrey,
associate
product manager for New Balance
apparel, describes yet another hands-on approach to engaging
customers with a clear merchandising focus. “We want to make
the shopping experience easy and fun for consumers, so we
added subtle details to tops and bottoms so they understand
which styles coordinate.” These include reflective stripes
and subtle color complements that also coordinate with New
Balance footwear and accessories.
Caffrey adds that modernizing the line also innately compels
consumer interest. “By using sleeker and faster design lines, as
well as visual interest like prints and patterns, consumers are
naturally attracted to touch and feel the pieces.”
Whether luring consumers with digital displays, transforming
four-ways or compelling colorways, support for spring 2009
performance apparel will entice consumers to stop, look and
learn more about the technical and sustainable features that put
performance apparel on par with footwear.
Peters adds that, though it would
be logical to choose displays from a
sales preference, “We choose from the
more utilitarian options like Mizuno’s
horizontal race clock that’s actually a
clock, and Brooks’ retail counter stools
that we need and use daily. They don’t
attract consumers directly to the product,
but they’re effective and get attention.”
Mike Shuman, owner of Shu’s Idaho Running Company in
Boise, ID has no problem housing the elaborate displays in his
2,000 square-foot store. However, he often foregoes using them
as intended to house a variety of competing programs on one
display. “Consumers want the floor to feel different every time
they walk in, so we mix and match products so we’re always
showing something that looks good together.”
And while some emphasize keeping displays neat and tidy,
Shuman feels that leaves things looking sterile. “If you have a
little gruff look, it looks like people have been going through it.
Otherwise, customers feel like they’re a bull in a china shop if
it’s too clean.”
Todd Dalhausser, general manager of Saucony apparel,
reports that getting the customer to purchase apparel goes beyond
displays. “The community as a whole has to find a way to change
the face of running. We all make great products, but put
your hand over the logo and you can’t tell us apart.”
Dalhausser adds that, while associates often spend 45
minutes fitting shoes, consumers are then sent into
apparel by themselves. “The last six feet is aesthetic that
draws them in, which means the right amount of fixtures,
quantity of units on fixtures, and placement.”
Saucony will supplement their new running lifestyle
line, Run Culture Apparel, with new four-ways for
strategic retailers. “Four-ways give the biggest bang
for the buck and, with ours, retailers can customize the
system according to their needs.” This includes adding a
panel for more sizes, waterfalls for merchandising outfits,
incorporating folding systems with hangers underneath,
or attaching an accessory fixture for things like socks,
gloves and beanies. “The challenge with fixtures is to
incorporate as much as possible without overwhelming
the consumer,” According to Dalhausser.
New Balance
Using a new and innovative way to engage consumers Apparel, both technical and lifestyle oriented, is becoming a major product
on a more tangible level, Brooks will also introduce the segment at running specialty retailers. New Balance is working closely with
Touch and Feel book to launch their new Run Happy retailers to provide comprehensive merchandising and display support.
Performance Sports RETAILER
13
Runners Roost
A Home-Grown Retailer Improves Community Fitness
By Emmaline Harvey
Specialty NEWSwatch
F
14
ounded in 1977, Runners Roost is Colorado’s oldest
running store. Originally focused only on running shoes,
the store has expanded its offerings, while also expanding
to six locations, including Denver, Aurora, Lakewood, Colorado
Springs, Fort Collins and another new Fort Collins store opening
in October. Each store carries a broad selection of footwear,
apparel, accessories and nutritional
products tailored to meet the needs
of local runners.
Located along the beautiful
Colorado Front Range, known for
attracting runners looking for a great workout and a beautiful view,
Runners Roost sees a wide variety of athletes come through the
store in preparation for their runs. “We get our share of beginners,”
comments general manager John Shults. Roost’s core customer
base is 55 percent women between 25 to 55, who run around 15
miles a week and comprise about 55 percent of the customer base.
But, as Shults pointed out, “If you included our entire customer
base, the demographics would pretty much include the entire range
[of runners.]” Shults has seen everyone from high school coaches
to casual walkers to athletes running more than 80 miles a week
walk through the doors.
Runners Roost has become a
one-stop shop for local runners, with
shelves fully stocked with wetsuits,
full triathlete apparel lines, chip belts,
goggles, compression suits and more.
While all the locations carry primarily
the same products, each store features
some products that focus on the
specific needs of the community.
Shults explains that one location is
near a great running trail and has an
expanded selection of running apparel,
while another location near the water
has more swimming accessories.
Although the company features a wide variety of products,
Runners Roost still considers itself a running specialty store with great
customer service and community involvement. According to Shults,
“Customers come to our store because of the service, by far. Our
staff shares our customers’ passion for running, walking and fitness.
We listen to our customers’ needs to provide the best products for
them to reach their goals, be it their first 5K or their 10th marathon.”
Although Roost competes against the big box stores, Shults said the
primary competition comes from other specialty shops.
Continued Shults, “The product we provide is the service;
ensuring that folks are in the right shoes.” Runners Roost employees
offer expert advice for every aspect of a workout, including how to
find the best running trails, how to hydrate, what to do for certain
injuries or pain, and what to eat before, during, and after exercise.
“I really think people come to us because we’re the experts and we
provide that [educated] service,” Shults comments.
This exemplary customer service is a reason why the
company’s online sales aren’t as big as they could be. Shults says
the company’s website is not really a big part of the business. The
e-commerce system is intended to benefit repeat customers who
have already been properly fitted and just need a duplicate pair of
shoes, and for loyal customers who have moved out of state. Shults
says, “Although we do have an electronic cart system, we provide
that more as a service and not our focal point.”
An in-store treadmill allows employees to observe customers’ gaits
and aid them in finding a proper fit, and the company conducts regular
training on new products so both employees and customers are in the
know. “We strive to make Runners Roost a fun place to work where
we can pursue a passion for health and fitness,” Shults says. “We have
[employees] sit in on some of the product reviews and try some of the
shoes and do the comparisons. As our products change, our training
and knowledge also needs to adapt to stay up to date.”
A great deal of the company’s success comes from staff members
listening to customer opinions and using those suggestions when
ordering new products. Shults recalls an instance in which a
customer requested the Australian brand, Skins compression
apparel. Runners Roost ordered a few of the products, received a
great response and now Skins is a regular product on the shelves.
The company’s employees
include runners, yogis, cyclists
and others. This natural employee
interest in fitness helps them easily
relate to customers, something
Runners Roost considers crucial
when conducting job interviews.
Commented Shults on the staff,
“We all have a passion for health
and fitness. In our hiring process,
we look at our core values and
clearly that would be one of them.
A lot of the folks run a lot and
that’s their passion.” The company
incorporates this passion for fitness into employee training by
requiring employees to go through numerous clinics and events
teaching them such skills as measuring for proper shoe fit and
deciding which nutritional programs to recommend.”
As for community involvement, Roost is recognized locally as
a strong supporter of team fitness. Most of the stores have a racing
team, with members committing to run a certain number of races
each year, and a running club, for runners not quite serious enough
to join the team. Outside of the store, many employees participate in
local fitness groups, and Roost’s run club coordinator is a coach for
a high school team. The company’s high school presence extends
beyond corporate sponsorship of track and field. Said Shults, “We
often set up the cross country event. We set up the course and put
mile markers up; we show up to support them.”
Performance Sports RETAILER