hi-res version - SportsOneSource.com

Transcription

AUGUST 2009
VOLUME 4 | ISSUE 8
K-SWISS
SPECIALTY
ENTERS
RUNNING
Photo courtesy of Bakke-Svesson/Ironman
STORY ON PAGE 6
www.sofsole.com | (800) 446.7587
The NEW Sof Sole® Airr ® Performance Insole
The first performance insole to incorporate air chamber technology in the heel and arch.
UPDATES
Magazines
Newsletters
Sports Executive Weekly
News · Analysis · Insight
Week 0846
© SportsOneSource, LLC
The Week’s Top Stories
Titleist Pro V1 future shifts with
Callaway suit decision…
(Page 2)
Crocs posts $148 million loss after
(Page 3)
charges…
JULY2009
VOLUME 4 | ISSUE 7
2010PREVIEW
SPRING
SPORTS
BASEBALL, SOFTBALL AND MORE
While much of the U.S. is concerned about job cuts,
the sporting goods industry appears to be experiencing
a tougher job market of a different type.
The B.O.S.S. Report
Week3)0846
(Page
and 11% will hire over 100 employees.
November 17, 2008
News · Analysis · Insight
With depressed housing values and the mortgage crisis impacting the ability
of many to relocate for career opportunities, survey respondents indicate
that relocation
remains the
most common
given whenTrade
a candidate
The Bicycle,
Outdoor,
andreason
Snow-Sports
Newsletter
Sport Chalet focuses on inventory turns down an offer. Forty seven percent of respondents have encountered
at least one to two candidates unable
to relocate due to LLC
housing market iscontrols in Q2…
(Page
4)0846
Week
© SportsOneSource,
November 17, 2008
sues, with 23% of respondents citing “commute too far” as a common rea Easton-Bell looks to new products son given when a candidate turns down an offer. This statistic is up signifiDiamonds in the Rough: Niche Brands Still Thriving...
to drive Q3 sales…
(Page
4) Week’s
The
Top
cantly from
13%Stories
last year. In addition, 55% of respondents state that “not
willing to relocate” is one of their
challenges
in recruiting
strong talent.
At atop
time
when retailers
have backed
off pre-season orders and are inclined
Orange 21 breaks even in third
Niche Brands still thriving in
to stayCalifornia
with tried
true product,
it’s when
hard to imagine how lesser known
“It’s a challenge because southern
is and
extremely
expensive
quarter…
(Page 4)
tough economy…
(Pages 1-2)
continue toelse
grow.
a reminder
candidates are trying to sell a brands
home somewhere
andYet
buyinone
in our lo-that the economic downturn is
not affecting
equally,
some“We
smaller
Head NV Q3 winter strength
cation,”
saidwinter
Jessica
Clayton, who
works oneveryone
Patagonia’s
HR team.
defi- brands are doing it at a pace
offset
Head NV
sees Q3
strength
that
would
be stunning
in good
times.
nitely
have had
people that we
have
interviewed
and,even
when
it comes
down
by weakness elsewhere… (Page
5)
offset
by
weakness
elsewhere…
to it, they have decided
accept the
position
because
of living
some
of these
brandsthe
arecost
building
off smaller bases or are simply in
(Pagenot
3) toClearly,
Adams Golf sees good news deis too expensive in southern California.”
the right place at the right time. Some are offering low-cost, high-margin
spite Q3 sales decline…
(Page
6) posts $148 million loss after product at a time when consumers don’t have much money to spend. Others
Crocs
With nearly one in five homeowners owing more to banks than their propercharges…
(Page 4)
are helping
in on a high-end fashion trend. A few
ties are worth, relocation will continue
to beoutdoor
a trend retailers
affecting cash
recruitment.
Sher-Wood in final stages of TPS
even attribute their success to manufacturing in North America, claiming it
Hockey acquisition…
(Page
6)
Zappos
off 8% of
its
Aslays
companies
consider
new employees,
the to
survey
shows
the quality
allows them
replenish
asthat
needed
and toofcustomize product for untradiworkforce…
(Page
4)
hire and retaining key
employees
hasmarkets.
increased in importance, as has reductional
Mizuno first half sales dip 2.5%…
are seeing an increase in the volume of re(Page 6) ing hiring costs. Respondents Among
these
brandinisquality.
Canada Goose, which according to independent re Cabela’s
finedvs.
again
for
exports
sumes
2007
without
a corresponding
increase
search, is the fifth fastest growing brand in insulated jackets in the U.S. so
(Page 4)
violations…
ASICS sales increase in first half,
far this year. The company has broken out of its beachhead in New York City
but net drops…
(Page 6)
Sport Chalet tightens
inventory
in theMovers
past 22 months. Fiscal year-to-date sales are
Market
Report and added 60 doors
Market
controls in Q2…
(Page 5)
up 25% in the U.S. said company CEO Dani Reiss. While that rate is only a
Gander Mountain expects 4.3%
fraction of
the 67% growth
set in+/the fiscal year ended March 31, the
Index
11/14
11/7
+/Company
11/14 pace
10/7
Q3 sales growth…
(Page 7)
Easton-Bell third quarter boosted
increase is still seen as impressive in the current climate.
by newIndustry
introductions…
860.06 (Page
936.145) -8.1%
Spt Chalet
1.35
1.80
-25.0%
Perry Ellis slashes fiscal 2009
Reiss attributes the growth to a methodical leveraging of the brand’s 50guidance…
(Page 7)
Footwear
1,105.72
-6.3%
Lululemon
8.24 over11.02
-25.2%
Confluence
parent1,036.60
cuts dividend
year heritage
and a cross
into the
fashion space. The National Science
to preserve
cash… 1,042.66 1,121.97
(Page 5) -7.1%
Foundation
issues
the
company’s
Expedition parkas – which retail for
Apparel
Quiksilver
1.62
2.18 iconic
-25.7%
Aldila Q3 sales decline 11% …
$457.50 at Paragon Sports Sunday – as standard gear to U.S. researchers
(Page 7)
Hardlinesto be659.65
720.43
-8.4%
App
9.12
12.41also -26.5%
NRF: retailers
more lenient
stationedG-III
in Antarctica.
They are
used by the Royal Canadian Mounted
with returns for Holiday… (Page 5)
Police. That
helped Canada
Goose break into Europe, where the
NRF: Retailers to be more lenient
Golf
951.47 1,001.38
-5.0%
Shoeheritage
Crnvl
10.18
14.03
-27.4%
brand has become something of a fashion item. That, in turn, set the stage
with returns for Holiday… (Page 7)
Fox Shocks
poised 399.36
to grow beyond
Spec Retail
464.63
-14.0%
Nautilus
1.68
2.36
in 2006 for
a more ambitious
assault -28.8%
on the crowded U.S. outerwear marMTB after strong Q3…
(Page 6)
Other Stories include Cabela’s,
ket, said Brunswick
Reiss. Only in
the last3.50
year have
they assembled a U.S rep force.
Dept Store
1,206.31 1,300.02
-7.2%
2.44
-30.3%
Quiksilver, Rossignol, Modell’s,
REI seeks
to dispel 802.49
“myths”888.87
to
Reiss credits
BOSS
-9.7%
Gandrthe
Mtn growth
1.17 to two
1.99 factors,
-41.4%including the authenticity of the
Converse, Trek, Under Armour,
sustain big bike gains… (Page 6)
brand, which is made exclusively in Canada. “When you buy our product,
PGA, Columbia and many more...
S&P 500
873.29
930.99
-6.2%
Crocs real product
1.14
2.23is iconic
-48.9%and classic and part of that landyou are buying
that
Survey: Housing market, gas
scape as Pac
opposed
to buying
something
made at one of [a] few limited factoDow Ind.
8,497.31 8,943.81
-5.0%
Sunwr
1.22
3.11
-60.8%
(Page 7)
prices affecting
hiring…
ries in Asia, where everyone goes to make their stuff and then tells a different marketing story,” he said.
Continued >>>
Page 1
Lafuma sales increase 5.2% in
Phoenix FW sales drop for third
(Page 3)
quarter…
PLUS
BEST
PRACTICES
for Fall Selling:
Football, Soccer
RUNNING
and Volleyball
THROUGH THE
STORM
Athletic
Directors
Provide Words
Changing consumer
of Wisdom
spending presents
Photo courtesy of Saucony, Inc
To download a digital version
of this magazine, go to:
sports
retailer.
com
According to the Generator Group’s 2008 Hiring Trends
Survey, the housing market and fluctuating gas prices are having an increasing impact on companies’ ability to attract and retain key talent. Generator said 25% of the companies surveyed said that the economy was
making recruiting more difficult; while 48% reported it had no impact. Taking into consideration growth and attrition, about half (52%) will hire zero to
five new people in the remainder of 2008, the remaining half will hire more,
The B.O.S.S. Report
Zappos lays off 8% of workforce…
Team Dealersnew opportunities.
For many outdoor recreation
Cope with New
product categories, 2009 has been
Competition a challenging year, but running – at
www.
performance
November 17, 2008
Report: Housing, Gas Prices Impact Recruiting...
Survey: Housing market, gas
prices affecting hiring…
(Page 1)
VOLUME 42 | ISSUE 5
least at the macro level – appears
to be a bit more resilient than most
other categories. Within running,
the consumer is finding ways to
maintain their lifestyle, (albeit at a
lower cost) but the vast numbers
of new participants over the last
decade still makes the category
one that continues to draw promising new brands, create innovative technologies and develop new
opportunities.
The weakened state of the
economy may even be creating
some opportunities for certain
specialty retailers and vendors as
SUMMER 2009
fiscal 2008…
(continued on page 7)
(Page 7)
OIA: Outdoor execs see recovery
coming in Q3 2009…
(Page 7)
Gander Mountain expects 4.3%
(Page 7)
Q3 sales growth…
Orange 21 breaks even in third
quarter…
(Page 8)
Other Stories include Columbia,
Trek, nuun, Skins, Kjus Skiwear,
Spyder, Quiksilver, Rossignol and
many more...

Market Report
Index
11/14
11/7
Market Movers
+/-
Company
BOSS
802.49
888.87
-9.7%
LaCrosse
Vendors
972.40
1,058.06
-8.1%
Columbia
App/FW
741.54
826.76
-10.3%
1,066.68
1,153.28
-7.5%
Hardlines
Retail
11/7
+/-
13.36
12.57
36.00
34.62
4.0%
9.21
11.39
-19.1%
Spt Chalet
1.35
1.80
-25.0%
6.3%
8.24
11.02
-25.2%
680.91
-14.3%
Lululemon
936.14
-8.1%
Quiksilver
1.62
2.18
-25.7%
S&P 500
873.29
930.99
-6.2%
Gandr Mtn
1.17
1.99
-41.4%
Dow Ind.
8,497.31
8,943.81
-5.0%
Crocs
1.14
2.23
-48.9%
SEW
583.76
11/14
Volcom
860.06
Page 1
FRANK HUGELMEYER
OIA PLANS FOR
THE NEXT 20 YEARS
APPAREL
APPAR
APPARE
L TREND
DS
S
WHAT’S
S HOT
T FOR 2010
WHO MAKE
MA
M
AKE
KES THE
KES
KE
HE
E CUT?
CUT
C
UT?
SGB
G R
RE
ETAIL
TA
AIL
IL TO
OP100
OP1
P100
P
1
Research Services
Career Services
• Syndicated Research Reports
• Custom Brand and Retail Studies
• Consumer and Retailer Panel Data
• Outsourced Market Research Programs
• SportsScanINFO Retail Point-of-Sale Data
• SportsJobSource.com Industry Job Board
• Free Job Search
• Rep Search Directory
• Executive Recruiter Packages
Event Services
Weekly Market Trend Report
-- FOOTWEAR --
A Service of The SportsOneSource Group
Week Ending 11/1/2008
• 40 Under 40 Awards
• New Expanded Format
FOOTWEAR SALES SUMMARY
Weekly Variance
SPORT FOOTWEAR
BASKETBALL
S S RESEARCH
NOTES
YTD Variance
Units
Dollars
Units
Dollars
-3.9%
-2.1%
-1.4%
+0.8%
+1.3%
-10.4%
-11.2%
-2.9%
CLASSICS
-11.3%
-7.7%
-8.6%
-0.1%
FASHION ATHLETIC
-15.3%
-17.8%
-9.2%
-11.1%
RUNNING
ACTIONS SPTS FW
-2.4%
+1.0%
+1.9%
+6.1%
+16.0%
+12.3%
+19.8%
+16.9%
OUTDOOR FW
-3.1%
-3.0%
-3.5%
-0.5%
ALL BOOTS
+1.4%
+0.8%
+2.9%
+9.3%
Another sluggish week as Sport Footwear sales declined in
the low-single-digits in dollars and mid-single-digits in units,
pulling the year-to-date number ever closer to the red.
The only channels to see Sport Footwear sales grow for the
week were family footwear and mid-tier department stores,
both of which were up mid-singles in dollars. Full-line SG was
down low-singles, while mall specialty was down high-singles.
The softness at mall specialty can be attributed to a strong
promotional stance last year that artificially boosted sales.
Men’s Sport Footwear sales declined low-singles for the week,
but women’s continued to be the larger drag on results, down
mid-singles. However, the Women’s business drove the gains
at mid-tier, growing in low-teens for the week.
MARKET SHARE REVIEW -- RUNNING FOOTWEAR*
DOLLARS
YTD This
YTD Last
Point Chg
NIKE
61.9%
56.5%
+5.40
ASICS
+0.41
UNITS
NIKE
YTD This
YTD Last
55.2%
50.6%
SAUCONY
2.9%
2.5%
+0.38
-1.10
AVIA
2.7%
2.4%
+0.38
+0.13
PUMA
1.1%
ADIDAS
6.6%
7.0%
2.0%
2.8%
NOTES
For the trailing four-week period,
Running Footwear sales declined
in the mid-singles in units, but
improved low-singles in dollars.
+0.19
1.2%
18.2%
10.0%
Sales increased low-singles at full
-0.64
2.2%
3.0%
AVIA
13.6%
-0.48
6.1%
-4.30
11.0%
+0.99
14.2%
2.4%
1.9%
ASICS
+4.60
11.6%
9.9%
5.4%
SAUCONY
NEW BALANCE
Point Chg
12.0%
NEW BALANCE
ADIDAS
PUMA
-4.55
-0.88
MIZUNO
1.1%
1.0%
+0.10
REEBOK
1.6%
1.8%
-0.27
BROOKS
1.0%
0.8%
+0.14
BROOKS
0.9%
0.8%
+0.15
SALOMON
0.8%
0.6%
+0.28
MIZUNO
0.9%
0.8%
+0.08
line and mid-singles at mall specialty, but declined at mid-tier
department stores and family
footwear for the four-week period.
Kids’ sales grew mid-singles with
sales of men’s Running Footwear
increasing low-singles and
women’s just above flat for the
trailing four-week period.
* Does not include Running Specialty
CATEGORY FOCUS -- RUNNING FOOTWEAR*
Top Sellers for Week -- RUNNING FOOTWEAR*
Rank
PUMA
NEW BLNCE
2
ADIDAS
Market Share Change -- RUNNING FOOTWEAR
Trailing Four Weeks
-8
This week in Sports Executive Weekly:
Retailers Report October Comps Results…
K-Swiss's Q3 Revenue Drops 10.7%; Warns of Q4 Loss…
Big 5 Reports Third Quarter Comps Down 6.6%
Quarterly Results for Heelys, Golfsmith and more...
BROOKS
AVIA
MIZUNO
SALOMON
-6
SAUCONY
-2
-4
NIKE
0
ASICS
Share Change (Points)
6
4
Brand
Style
ASP
1
NIKE
W NK SHOX NZ WHT/SLV
$106.24
2
NIKE
M NK SHOX NZ SI BLK/GRY
$113.31
3
NIKE
W NK SHOX DELIVER WHT/SLV
$118.52
4
NEW BALANCE
NB M992GL D
$116.56
5
ASICS
M AS GT-2130 WHT/SLV/RYL
$81.95
M NK SHOX DELIVER BLK/BLK
$118.20
6
7
8
NIKE
ASICS
ASICS
M AS KAYANO14 WHT/BLK/RYL
W AS KAYANO WHT/TURQ
$125.48
$121.25
9
NIKE
M NK AIR MAX WRIGHT WHT/WHT
$98.70
10
NIKE
W NK SHOX DELIVER BLK/MTSLV
$118.14
The Weekly Market Trend Report is produced each week by analysts and editors
at The SportsOneSource Group exclusively for SportScanINFO subscribers and
retail reporting partners. All data is compiled utilizing SportScanINFO’s comprehensive platform that presents weekly retail POS data across the Footwear.
Apparel, Licensed Products, Hardgoods, and Outdoor market segments. For
more information regarding Custom Reports, contact your Regional Business
Manager or contact us directly at [email protected].
One Source. Unlimited Solutions.
Research/Events/Career Services
Katie Bolick
704.987.3450 x110
[email protected]
Subscriptions/Advertising
Subscriptions/Advertising
Joy Joy
Matheny
Matheny
704.987.3450
x107
704.987.3450
x107
[email protected]
[email protected]
AUGUST2009
EDITORIAL
Editor-In-Chief
James Hartford (704-987-3450)
[email protected]
Senior Business Editor
Thomas Ryan (917-375-4699)
[email protected]
Contributing Editors
Nancy Prichard Bouchard Ph.D.,
Pat Carpenito, Kyle Conrad, Lou Dzierzak,
Dr. hPaul Langer
CREATIVE
Creative Director, Teresa Hartford
Graphic Designer, Brett Shippy
PRODUCTION
Product Development Manager
Jeremy Noel
[email protected]
ADVERTISING
Director, Specialty Business
Kris Versteegen (704-987-3450 x102)
[email protected]
Director, Key Accounts
Barry Gauthier (774-553-5312)
[email protected]
Senior Advertising Sales Manager
Susan Tauster (630-858-1558)
[email protected]
Advertising Sales Manager
Sam Selvaggio (212-398-5021)
[email protected]
BUSINESS
Circulation & Subscriptions
Joy Matheny (704-987-3450 x107)
[email protected]
TECHNOLOGY
Chief Information Officer, Mark Fine
VP Research & Development, Gerry Axelrod
Director Information Management, Ruben Desangles
Manager Database Operations, Cathy Badalamenti
BUSINESS DEVELOPMENT
President & CEO, James Hartford
VP Business Development, Bill Bratton
Research Sales & Marketing, Katie Bolick
OTHER SPORTSONESOURCE PUBLICATIONS
SGB
SGD TEAM Business
The B.O.S.S. Report
Sports Executive Weekly
SGB UPDATE
Outdoor Business UPDATE
Footwear Business UPDATE
Sportsman’s Business UPDATE
Team Business UPDATE
2151 Hawkins Street | Suite 200 | Charlotte, NC 28203
704-987-3450 | fax: 704-987-3455
www.sportsonesource.com
Photo courtesy of K-Swiss
NEWS
4 Mizuno Corp. Fiscal Q1 Profits Halved On Global Revenue Declines
Asics America Seen Outpacing U.S. Running Market
5 Under Armour Rethinks Running Footwear Strategy
FEATURES
6 K-SWISS Enters Specialty Running
10Form, Function, Fashion Running Apparel for Spring 2010 Addresses
all three elements
12Completing The Runner’s Uniform Accessories Cover Runners
From Head To Toe
14 The Straight Story I Part 2 Dispelling Running Footwear Myths
Copyright 2009 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers & contributors to PERFORMANCE SPORTS
RETAILER (PSR) are not necessarily those of the editors or publishers. PSR is not responsible for unsolicited manuscripts, photographs or artwork.
Articles appearing in PSR may not be reproduced in whole or in part without the express permission of the publisher.
PERFORMANCE SPORTS RETAILER, Volume 4, Issue 8, is published monthly by SportsOneSource, LLC, 2151 Hawkins Streeet, Suite 200,
Charlotte, NC 28203; (704) 987-3450. Subscription: one year, $99.00 (U.S. funds) in the U.S. and its possessions; Canada and Mexico, $149.00
(U.S. funds); all other foreign delivery, $249.00 (U.S. funds); Printed in USA. Postage paid at Charlotte, NC and additvional locations. POSTMASTER:
Send address changes to PERFORMANCE SPORTS RETAILER, 2151 HAWKINS STREET, SUITE 200, CHARLOTTE, NC 28203; (704) 987-3450.
NEWS
MIZUNO CORP.
Fiscal Q1 Profits Halved On Global Declines
Mizuno Corporation got a little help outside of its native
Japan in the fiscal first quarter ended June 30 as all nondomestic regions posted strong double-digit declines for the
period. Total worldwide revenues declined 9.3% to ¥40.9
billion ($420 mm), compared to ¥45.2 billion ($433 mm) in the
year-ago quarter.
Revenues in Japan inched lower 2.9% to ¥30.3 billion ($311
mm), while Europe, the Americas and Asia all declined more
than 20% for the period.
The Baseball business declined 4.6% for the quarter to
¥12.5 billion ($128 mm) and Sports Apparel declined 4.8%
to ¥7.9 billion ($81 mm), while Sports Footwear decreased
13.1% to ¥7.3 billion ($75 mm) and the Golf business posted
the biggest decline, falling 25.0% to ¥6.0 billion ($62 mm) in
the fiscal first quarter.
Worldwide gross margins declined 220 basis points to
40.0% of sales from 42.2% of sales in the year-ago period.
SG&A dipped 5.5% for the period, but grew 150 basis points
as a percent of sales to 35.2% from 33.7% of sales in fiscal Q1
last year.
Fiscal first quarter net income fell 46.5% to ¥1.0 billion ($10
mm) versus ¥1.9 billion ($18 mm) in the year-ago period.
Inventories at quarter-end were down nearly 5.0% to ¥26.7
billion ($279 mm) at June 30, 2009.
The company’s forecast for the fiscal year remained
consistent at ¥160 billion.
ASICS AMERICA
Seen Outpacing U.S. Running Market
Asics America Corporation is forecasting
high-single-digit growth for the 2010
fiscal year, thanks to continued growth
in its running footwear business and
strong sell-in for its apparel business.
The U.S.-based subsidiary of Asics
Corporation is estimating that revenues
will increase between 6% and 7% for the
first half of the year, and about 8% for the
entire year.
“Our running category is growing even
in these tough times,” says Rich Bourne,
president and COO at Asics America.
“We have strong brand recognition,
excellent product and we are performing
well at retail. These are all indicators that
we have a sound strategy in place, and
despite the challenges of the economy,
are continuing to build a platform for
continued growth in the future.”
The company said their running
business in particular is strong, with an
11% increase for the year-to-date period.
The growth was said to be driven by
a stable of top-selling performance
running styles including the GT-
4 PSR | performancesportsretailer.com
2140, GEL-Nimbus and GEL-Kayano.
Women’s running also continues to be a
main driver of the growth.
According to retail point-of-sale data
compiled by SportScanINFO, Asics
posted growth in the mid-teens in
Sports Footwear, the overall Running
category and the Performance Running
sub-category for the retail year-to-date
period through June. Based on the SSI
data, the trend for Asics in Running is
outpacing the market as a whole, which
increased in the mid-single-digits over
the same period.
“The gap between sell-through and
sell-in is roughly in line with what
we see at retail this year,” said James
Hartford, chief market analyst at The
SportsOneSource Group, which manages
the SportScanINFO platform. “Retailers
are clearly reducing inventories and that
is creating a five point gap on average
between what we see sold in and what
is selling through. The indications are
that retailers are running very lean going
into back-to-school.”
The SSI data indicates that Asics
continues to pressure Nike for the top
spot in Performance Running market
share. Based on the SSI data, Asics has
pulled to within approximately 400 basis
points of the Nike brand in Performance
Running Footwear for the year-to-date
period through June after gaining three
full points of share this year.
As reported by SportsOneSource in
May, financial results for the 2008 fiscal
year ending March 31 showed the Asics
America’s revenue at $510 million, a
20% increase over the previous year. In
addition to the domestic growth, Asics
America’s Brazilian subsidiary continues
to benefit from a strong performance
brand position resulting in high doubledigit growth over the last year. Total
revenues were pegged at $529 million
for the year.
Asics
America’s
growth
has
contributed to the overall financial
growth of parent company Asics
Corporation, headquartered in Kobe,
Japan, which posted a 7.0% increase (in
yen) to ¥241.9 billion ($2.4 bn) for the 2009 fiscal year ended
March 31, compared to ¥226.2 billion ($2.0 bn) for the prior
year.
Asics Corporation posted a 16.0% decrease in revenues
for the fiscal first quarter ended June 30. Total consolidated
worldwide revenues were ¥54.9 billion ($563 mm), compared
to ¥65.3 billion ($625 mm) in the year-ago quarter. Gross
margins contracted about 140 basis points to 43.5% of sales in
the fiscal first quarter. Net income plummeted 84.8% to ¥1.15
billion ($12 mm) versus the prior-year quarter.
Inventories at quarter-end were down roughly 2.5% to ¥39.6
billion ($415 mm).
The company’s forecast for the fiscal year remained
somewhat stable at ¥225 billion, which would represent a 7.0%
decline in revenues from the last fiscal year ended March 31.
Net income is now expected to come in at ¥8 billion versus a
previous forecast of ¥10 billion and prior fiscal year net income
of ¥13 billion.
UNDER ARMOUR
Rethinks Running Footwear
Strategy
Under Armour indicated that it plans to revamp its running
footwear strategy as it looks for a better path to break into
the crowded category. Among the changes, the company is
looking at modifying the price of its running shoes, upgrading
the technology and paying more attention to what time of the
year the shoe sells best.
Executives revealed its new plans for running footwear,
which was first launched at the start of the year, during a
conference call discussing second quarter earnings. The
footwear business fell 18.5% to $37.5 million for the quarter
as deliveries of running and training footwear failed to
anniversary the much-hyped training launch in the prior year’s
quarter. The call came a week after the company announced a
shake-up in leadership at its footwear division with the hiring
of Gene McCarthy, a former executive at Timberland.
Prior to taking his new post at Under Armour as SVP,
Footwear on August 10, McCarthy served as co-president of
the Timberland brand and was was part of the executive team
responsible for developing strategies for all aspects of the
$1.4 billion global company, including brand voice, consumer
activation, and product direction. During his his three years at
Timberland, he also posts as president of the authentic youth
division as well as group VP for product and design.
The company indicated that the push for change was not a
sign that the running shoe launch wasn’t successful.
“We took a fairly aggressive approach to the running
footwear market in Year One and now that we are here, we
have a better understanding of the things that we did right
and certainly some opportunities to improve,” said Kevin Plank,
Under Armour’s chairman and CEO, on the call.
David McCreight, Under Armour’s president, also noted
that the shoe was well received by people who bought it and
has enabled it to further expand into the running specialty
channel. But he indicated the shoe needed to evolve.
McCreight said the company will “further dial in” the price
value offering to the consumer, with improved sourcing, product
and material engineering all seen as parts of the equation.
There was also acknowledgement that they came away from
the first six months of the running footwear experience feeling
they were priced above the market by about $10. UA will also
offer more price/value in core apparel basics this fall.
Brad Dickerson, Under Armour’s chief financial officer, also
said the company had to discount more shoes than expected
during the latest quarter. Dickerson also noted that many
of the changes in the running shoe would not be seen until
late next year or early 2011. The company could lower prices
or create a more technologically enhanced shoe that would
justify higher prices, Dickerson said.
The appointment of McCarthy followed an extensive search
by the company to fill its top footwear post. In mid-June,
Raphael Peck, Under Armour’s SVP of footwear, resigned to
pursue other opportunities.
Free
Sample*
Try a free sample of Pinnacle, the most
advanced foot orthotic yet for exceptional
relief from heel and arch pain.
Pinnacle features a unique 4-step system for unexcelled comfort:
2. Life-long resilient cushioning
1. Prescription level support
with spring for comfort
3
Hypurcel
EVA 2
1
4
3. Anti-slip fabric
for dryness
4. Stabilizing heel contours
Contact Us for your free sample:
Toll-free: 1-888-237-3668
Email: [email protected]
• Eliminates excessive inward
rolling motion of the foot
• Relieves heel and arch pain
• Reduces ankle, knee
and back pain
*Limited to new Pinnacle retail customers
performancesportsretailer.com | PSR 5
K-SWISS
ENTERS SPECIALTY RUNNING
Racing For Success In The Long Run
By Lou Dzeirzak
Founded in 1966, K-Swiss may be best
known for its signature leather model
tennis shoe, its “Classic” that made its
debut at Wimbledon the same year as
the brand’s inception. Over time, the
“Classic” has evolved from a highperformance shoe into a casual, lifestyle
shoe. Still sold today, the model remains
one of the brand’s most visible products.
In 2008, K-Swiss reclassified its
footwear products into two product
categories - lifestyle and performance.
At the same time, K-Swiss announced a
serious long-term commitment to enter
the performance running segment.
“We’re the newest addition to specialty
running,” says Mark Sheehan, director
of performance running for K-Swiss.
Sheehan, who has created running
products for Nike, Reebok and Puma,
says K-Swiss has “points of difference”
that sets it apart from competitors. “We
have attractive story lines that can be
told at the retail level to make people
say, ‘Wow. K-Swiss does know how to
make running shoes,” he says.
In order to quickly establish credibility
with consumers and specialty running
retailers, K-Swiss signed a long-term
licensing and sponsorship agreement
with World Triathlon Corporation, owner
of the Ironman triathlon brand. Under
the agreement, K-Swiss will be the
exclusive footwear and apparel provider
of a collection of co-branded K-Swiss/
Ironman performance/lifestyle footwear
and apparel.
Andy
Giancola,
director
of
sponsorship/licensing for Ironman, says
K-Swiss needs a brand like Ironman to
help it segue more smoothly into the
performance running market. Ironman,
he adds, gives K-Swiss credibility
within the performance running market
and helps validate the brand’s running
products. “When somebody associates
the Ironman attributes with a product,
they think durable, performance, best in
class, authentic, dream fulfillment and
leadership,” Giancola says. “That’s what
draws people to the brand.”
“We saw the partnership as an
opportunity to create interesting product
that would be immediately worn by
athletes,” he continues. “We want to
be a performance running company.
That’s our long-term goal. Our shortterm strategy was to create a product
that would enhance a triathlete’s ability
to perform and then learn from their
insights and apply that into a longerterm approach to running product.”
Sheehan adds that while K-Swiss
doesn’t necessarily expect huge growth
in the first or second year, the brand
does expect to establish and maintain a
prolonged presence in the performance
running market. “Our association with
Ironman as the official footwear and
apparel sponsor should (assure) the
retailer and the consumer that we’re not
going away,” Sheehan says. “This is a
marathon, not a sprint.”
In addition to co-branded Ironman
footwear and apparel, K-Swiss will
support Ironman events in 2009 as the
official run course sponsor of Ironman
70.3, Boise; Amica Ironman 70.3, Rhode
Photo courtesy of Bakke-Svesson/Ironman
In February 2009, K-Swiss launched miSOUL technology in its performance running footwear. With its interchangeable midsoles,
or “miSOULS,” the Run 1 miSOUL is the only running shoe that easily transitions from a neutral cushioned shoe to a lightweight
race/trainer to a stability shoe in a matter of seconds.
Island; and Ford Ironman, Louisville,
among several others. K-Swiss will also
serve as a sponsor for all other Ironman
and 70.3 events domestically as well
as Ironman UK and both 2009 Ironman
events in Germany.
Partnering with the Ironman is
more involved than paying a fee for
sponsorship or licensing. When K-Swiss
initially approached Ironman with
the idea of entering the performance
running market, Giancola says Ironman
suggested the shoe be tested in the
Kona fields in Hawaii. “We were not
going to let them come out with a shoe
that looked nice but did not perform
well,” he says. While the testing process
took a year, Giancola maintains that
both sides are confident the response for
the finished product will be favorable.
In entering a market dominated by
other specialty brands, K-Swiss has
had to overcome a credibility gap with
Ironman participants. Traditionally,
says Giancola, K-Swiss has been
tabbed as lifestyle or tennis brand.
However, Giancola maintains he has
yet to hear one negative comment from
triathletes who have tried the shoe on.
The extensive research K-Swiss has
conducted has validated the product, he
adds, and Ironman triathletes have been
“amazed” by the shoes. “It’s not just
that (K-Swiss is) sponsoring athletes,
but they are getting (athletes) involved
in the design process,” Giancola says.
Sheehan acknowledges the initial
skepticism within the triathlete audience.
“At the first ten Ironman events, I saw
a puzzled look across their face,” he
says. “The next comment that comes is
‘K-Swiss makes running shoes?’”
“It’s the first question mark,” he
admits, “but once they get our shoe on
their foot, all those questions go away
very quickly.”
Strategically, K-Swiss is investing in
relationships with elite triathletes to
support product design and marketing
efforts. “Some of the best athletes in
the world are wearing our products and
are part of our wear test team,” says
Sheehan.
Sheehan lauds the company’s
partnership with professional triathlete
Chris Lieto from day one in the design
and development of its shoes, and
notes that the trust Lieto has put in the
initiative has been invaluable in helping
the brand spark interest within the
performance running market.
“That’s why we are spending a huge
amount of time working with specific
athletes,” he adds, “…(we know) if we
can make a product for them to perform
better, the participant can look to
K-Swiss and have the faith and trust that
(K-Swiss) has spent the time creating
the product that will work for (them.)”
The
K-Swiss/Ironman
product
will initially be sold through online
distribution channels, on-site at the
events, and ultimately through strategic
performance retail partners.
Looking to future performance
running footwear models, Sheehan
expects a carryover effect from success
in Ironman competition. “We have a
sincere belief that there is a halo effect
down the road,” he says. “Our intention
is to be able to become a full on running
company. We will create product that
will meet the needs of every specific
runner in the marketplace.”
Addressing K-Swiss’ entry into
performance running, Matt Powell, senior
analyst at SportsOneSource Group, says
K-Swiss’ transition is interesting since it
counters the fashion approach that has
traditionally been the brand’s “bread
and butter.” “They have always had
very credible technical tennis product,”
Powell says, “but they made their name
and money on fashion.” Powell notes that
he has also seen a marked shift away
from true performance footwear to a
more fashion-driven business. K-Swiss,
he says, may find itself chasing a
shrinking marketplace.
In addition to building awareness of
the brand’s entrance into performance
running, K-Swiss has created a
technology platform to differentiate
the product from existing players in
the market. In February 2009, K-Swiss
launched miSOUL technology in
its performance running footwear.
With its interchangeable midsoles, or
In 2009, K-Swiss signed
a 4-year long licensing
agreement with World
Triathlon Corporation,
owners of the brand
Ironman. Under
the agreement,
K-Swiss will be the
exclusive footwear
and apparel provider
of collection of cobranded K-Swiss/
Ironman performance and
lifestyle footwear and apparel.
The K-Ona is an ultra-light (9 oz.) and stable running shoe
designed for fast training, races and triatholons.
MSRP $120
“miSOULS,” the Run 1 miSOUL is the
only running shoe that easily transitions
from a neutral cushioned shoe to a
lightweight race/trainer to a stability
shoe in a matter of seconds. The shoe
also allows runners to address stability
issues on one foot without affecting the
other foot. Previously, only an expensive
orthotic could accomplish this.
In Running Network’s Spring 2009
review of running footwear from all
competitive brands, the K-Swiss
miSOUL running shoe won “Best New
Shoe” based on the wear testing and
review of independent wear testers.
Running Network represents twentyfour regional and national specialty
running magazines and web sites in
North America.
“We knew it was important to have
a technology story,” Sheehan says. “We
wanted to tell a story no one has ever
told before. It’s a new way of thinking
about making running product.”
MiSOUL technology allows runners
to customize their shoes based on their
workout with inserts that allow the
runner to go from a 12.5 oz. training
shoe to a less-than-11 oz. fast-paced
running shoe. K-Swiss plans to introduce
additional inserts later to provide runners
with more customization options.
Sheehan says K-Swiss’ technology
story bridges the gap from a triathlonspecific running shoe to a full range of
complementary running product by
simply changing the inserts within
the scope of a single chassis. MiSOUL
technology, says Sheehan, is something
K-Swiss is going to “hang its hat on for
quite a while.”
Sheehan adds that K-Swiss is taking
the “long view” in developing additional
technology features and product
attributes. “We’re learning as we go,” he
says. “…we are fine-tuning our ability
to create, design, develop and produce
product that can enhance an athlete’s
ability to perform. We can learn from
others and take our time to develop a
hybrid technology that we think can
really stand for what K-Swiss is all about
going forward.”
K-Swiss has launched an aggressive
strategy to carve out a share of the
performance running market, and
Sheehan says he is pleased with the
initial steps. “We’ve grown inside
K-Swiss almost astronomically when it
comes to the quality and look of running
apparel and footwear,” he says. “It’s
critical to where we are going to have
patience inside our building to be able
to say not only do we need to make
great products but we also need to align
ourselves with key retailers and movers
and shakers.”
The consistent growth rate of running
participation and the purchasing power
of running and multisport enthusiasts
has made the performance-running
segment attractive for new competitors
and while the move into running may be
difficult for any one brand, Matt Powell
says a brand that proves its long-term
commitment to retailers can make
the transition a success. “In order to
establish a beachhead in performance
running, a brand needs to look at it as
a 5-year plan, before even moderate
success can be achieved,” Powell says
Sheehan understands there’s a lot more
work to be done before the success of
the endeavor can be measured. “…our
biggest task has less to do with product
and more to do with building the mindset
that it takes to be a running company in
this highly competitive market,” he says
“As long as we continue to make good
product and keep telling our story, people
will discover us. My job is to make us the
most sought-after running company.”
IQ
2
3
All Trail Running Footwear dollar
sales for 2009 retail second
quarter through July were:
a. Flat
b. Down Low-Teens
c. Up Mid-Singles
d. Up Low-Singles
4
Which brand had the top selling
Fashion Trail Running Footwear
product in second quarter?
a. Asics
b. New Balance
c. Nike
d. adidas
5
Performance Trail Running
Footwear dollar sales for second
quarter were:
a. Up High-Singles
b. Down Low-Singles
c. Up Mid-Teens
d. Down Low-Teens
6
dollar sales were down in the lowsingle-digits for Q2.
a. True
b. False
7
Which brand had the highest
market share in the second
quarter?
a. New Balance
b. Asics
c. Adidas
d. Saucony
8
Fashion Running had the highest
growth percentage in which retail
channel in Q2?
a. Sports Specialty
b. Family Footwear
c. Mall Specialty
d. Full-Line Sporting Goods
9
Know More.NOW.
10
Which brand had the highest
Footwear market share in Q2?
a. Asics
b. Columbia
c. Salomon
d. Vasque
Average Selling Prices for
Running Apparel for the second
quarter were:
a. Flat
b. Down Low-Singles
c. Up Low-Teens
d. Up Mid-Singles
Asics had the top selling
Footwear product for Q2.
a. True
b. False
Performance Running had the
highest growth percentage
in which retail channel in the
second quarter?
a. Mall Specialty
b. Sport Specialty
c. Full-Line Sporting Goods
d. Family Footwear
A Service of The SportsOneSource Group
www.SportScanInfo.com
For more information about SportScanINFO contact
704.987.3450 [email protected].
Answers: d, b, a, b, a, b, c, b, b, a
1
NOTE: Answers are for trade channels covered by SportScanINFO only. Does not reflect specialty retail, better department stores, big box outdoor stores, Walmart or Target.
FEATURE
FORM,
FUNCTION,
FASHION
Running Apparel For Spring 2010 Addresses All Three Elements By Lou Dzeirzak
As the summer of 2009 nears an end,
sales performance of running apparel
have emerged from the storm with
minimal damage. Traditionally, sales
of apparel tend to be more elastic
than those of footwear, but many
running specialty brands are reporting
modest successes in a challenging
retail environment. Data compiled by
retail point-of-sales data compiled by
SportScanINFO confirms that overall
performance apparel has seen a slight
improvement for the year-to-date,
which is a significant accomplishment
when considering many apparel
segments have fallen double-digits in
fiscal 2009. When broken out further,
SportsScanINFO found that while the
overall performance apparel category
was up single-digits, runner’s short
sleeve and long sleeved shirts jumped
double-digits while running shorts
were up high-single digits – fairly
impressive considering the current “flat
is the new up” mentality exhibited by
most brands and retailers.
At New Balance, apparel sales are
reportedly two percent ahead in the
elite dealer segment, and also overall,
though many running specialty brands
are reporting modest successes
in this difficult retail environment.
Peter Soorenko GM of Apparel at
New Balance, says the company
is encouraged by that – especially
considering the condition of the
market.
Smaller brands are also seeing positive
Photo courtesy
of JMKphotography.com
reactions from
specialty
retailers despite
the lingering impact of an economy that
is struggling to rebound. Eric Schenker,
Craft general manager, says sales are
up double-digits to-date in 2009. Craft,
which Schenker says is the largest
specialty running apparel brand, is still
establishing itself in the US market.
From his perspective, Schenker says
specialty retailers can dampen the
impact of a weak market by carrying a
wide variety of brands. “The feedback I
get from retailers is that apparel is a more
difficult sell right now than footwear,”
he says. “It’s critical that they provide
special products for their customer base
(in order to) differentiate them from big
box stores.”
Retailers, Schenker adds, need to give
customers a reason to walk through
the door. “They don’t need clowns and
balloons out front, but (they should carry)
products that will make a difference and
offer a better experience for the athlete...”
he says.
Strong, stable running participation
rates and the need to present specialty
retailers with complete footwear and
apparel lines has kept competition fierce
across the product categories. Julie
Baxter, VP of Moving Comfort, says there
have been brands entering the sports
bra marketplace that “clearly don’t
know what they are getting into.” She
The Saucony P.E. Short returns with an
engineered elastic waistband that rolls over
to reveal a cheeky message “faster than you”
while keeping the crepe liner out of sight.
continues, “The reality of it is that it’s
really difficult to make a good sports bra.
The barriers to entry are very high. In
this economy - where apparel continues
to lag and we’ve seen better seasons sports bras are holding up well.”
Looking ahead to Spring 2010, apparel
brands are delivering innovation in
form, function and fashion. Michelle
Ave, global apparel director for Brooks
Running, says there is a movement
toward functionality balanced with
fabrications and constructions that have
been designed especially for women.
“It’s a time where she feels she can
have it all,” Ave says. “She can have
beautifully designed products that are
highly functional.”
Ave suggests simplicity in design will
be apparent in future apparel collections,
and adds that there has been a move
away from overdesigned, overbuilt
product with constructions that bring
a piece of apparel together - but not
necessarily with great functionality.
In December 2007, New Balance
acquired the Vital Apparel Group, one of
the leading active apparel companies in
the United States. Soorenko points out
that Fall 2009 was the first opportunity
to see New Balance’s influence on the
apparel offerings. “For Spring 2010,” he
says, “(New Balance) has made some
significant changes in styling. Our
products are more modern. Between
the styling and fit, we’ve made some
revolutionary steps forward.”
New Balance’s spring line will include
a new apparel collection for men and
women called New Performance, or “NP.”
There will be eight colors for women and
five for men.
Dalhausser sees several trends coming
in Spring 2010. First are synthetics
that are as soft as cotton, which is
something that he says several brands
have accomplished. Second, people are
looking for more lifestyle fashion in their
performance products, and Dalhausser
says customers are seeking product
with versatility and the ability to perform
in multiple sports. In response to the
interest in lifestyle options, Saucony
will introduce the Run Luxury
collection of coordinated apparel
pieces.
While the fashion look is
important, apparel brands will
continue to promote cutting
edge technical innovations.
Schenker notes the importance
of developing new performance
apparel
fabrications
to
differentiate the Craft brand.
“Everybody’s [apparel] wicks,”
he says. “For me to come in and
say my shirt wicks better than
their shirt doesn’t do anything
for that dealer or customer.”
Schenker says Craft has placed
an emphasis on temperature
regulation
and
technology
designed to help optimize the
runner’s core body temperature.
Asics has introduced a high
performance apparel collection
with Advansa ThermoºCool ECO
set to launch in Spring 2010. Advansa
ThermoºCool garments are made with
a fiber mix that provides evaporative
cooling technology designed to keep
the wearer dry and cool when his or her
body temperature increases. Likewise,
“thermobuffering” properties help keep
the user warm when the temperature
falls. Runners wearing these technical
apparel pieces will remain in their
comfort zones without their bodies
overheating or cooling off too rapidly
after a workout. Asics is the first running
company to incorporate this technology
in their apparel line.
Soorenko says New Balance has
taken the necessary steps to achieve
a balance between form and function
and to manufacture technical apparel
that performs up to standards while also
possessing design and style elements
that allow it to look and fit great.
Craft follows a similar approach,
concentrating on function first while
striving to stay the course and resist the
temptation to utilize gimmicks or jump
on trends. Schenker references a quote
that is on display above his desk, ‘it can’t
be beautiful if it’s not functional.’
Photo courtesy of Saucony
Concerns
about
environmental
sustainability continue to influence
apparel designs and manufacturing
processes. “The good news is that
more and more materials are coming
to market that give us options for ecofriendly construction but also maintain
the performance attributes that we
require,” Ave says.
Moving Comfort is increasing the
company’s commitment to sustainable
practices, but Baxter points out that
many consumers aren’t willing to make
compromises on performance. “We
know customers don’t want to pay more
for it; they don’t want it to feel different
or perform any less,” she says.
Collectively, the voices of brand
managers are filled with enthusiasm
about Spring 2010 offerings. However,
that excitement is tempered as the
state of the market has forced brands
and retailers to be more conscientious
about the way they do business. “The
challenge will bring the best to the top,”
says Ave. “That means offering dialed
in lines that are easy to understand so
retailers can see the benefits and value…
that’s the goal.”
COMPLETING THE
RUNNER’S UNIFORM
Accessories Cover Runners From Head To Toe By Lou Dzeirzak
Running specialty retailers visiting the
recent Outdoor Retailer Summer Market
Show in Salt Lake City had more to see
than just the products offered by the
major brands. (See PSR July for a review
of 2010 footwear product).
Collaborations between specialty
running retailers and accessory
brands resulted in new product
offerings tailored to address the
specific needs of retailers and their
customers.
Nathan Performance Gear, a
subsidiary of Penguin Brands Inc.,
has launched the Run Safe Initiative.
Nathan’s Run Safe Initiative
products focus on basic runner
safety concerns such as utilizing
reflective clothing and carrying
identification and a cell phone.
“Sadly, a lot of stories Nathan
was hearing from retailers revolved
around tragic accidents,” says Megan
Russell, VP of sales and marketing for
Penguin Brands, Inc. “We wanted to
act proactively. We can’t sit and wait
until there is an injury.”
JP Huseby, general manager of
FootWorks Miami in South Miami,
Fl. says it was a wake-up call for him
and others when one of the store’s
customers was struck and killed by
a motorist during a training run.
Huserby suggests wearing a
sleek pouch that can carry a cell
phone, car keys and gels. “Those
have been very well received in the
marketplace,” he adds. “People are
really starting to care more about
safety and function over fashion.”
Russell stresses the importance of
carrying identification but says many
runners don’t carry identification
because they don’t like to switch their
driver’s licenses from pocket to pocket.
Penguin’s Reflective Belt includes an
identification card inside the pack that
is marked with an embroidered I.D. to
signal emergency personnel who may
need to look for critical information. The
Shadow Pak features a mesh pocket to
accommodate any size cell phone.
The Run Safe Initiative promotions
include in-store signage, merchandising
and give-aways from participating
retailers. “We’re helping retailers sell
important products to increase runner’s
safety on the road,” says Russell.
After ensuring that customers are
carrying appropriate safety products,
running specialty retailers can look
to headwear for add-on sales and
further promotional opportunities.
Kay
Martin,
president
of
Headsweats, has seen the company’s
custom headwear business explode
as retailers understand the value of
promoting their businesses.
“The
smarter
retailers
are
branding themselves,” Martin says.
“Now, when you go to an event, you
are seeing Luke’s Locker, Runner’s
Roost or Boulder Running Company
on the heads of the athletes branding
the stores.”
New products associated with
sports outside of running are also
attracting attention. Used by twotime Olympic gold medal volleyball
player Kerri Walsh and Tiger Woods’
trainer, Dr. Keith Kleven, KT Tape
is the first kinesiology tape to be
designed and offered specifically for
consumers. Specialty retailers like
Runner’s Corner, St. George Running
and Salt Lake Running Company are
taking advantage of the media buzz
surrounding the brand.
By carrying brands like Nathan,
Headsweats, Buff and KT Tape,
running specialty retailers can find
accessory options to address every
Photo courtesy of Buff
customer’s needs from head to toe.
A SPECIAL ADVERTISING SECTION
HEADSWEATS
Through Headsweats custom headwear program running specialty retailers can promote
their stores by offering their customers branded caps and visors. Minimum orders are
required depending on type of headwear selected.
KT TAPE
KT TAPE provides pain relief and support before, during, and after
activity without restricting motion. KT TAPE works by gently lifting the
skin off of the muscle, relieving pressure on the nerves and reducing
pain without chemicals or medication. KT TAPE can also improve
circulation and reduce inflammation around strained muscles and
joints. It acts like an external layer of muscle that distributes the strain
on the affected area, allowing the muscle to relax and heal faster.
Available in black, beige, pink and blue. Twenty pre-cut strips per roll.
SRP $12.99
NATHAN
Working closely with its retailers, Nathan Performance has launched the Run Safe Initiative. The
program offers a collection of running-oriented waist belts, identification holders, cell phone cases and
reflective aids designed to create a safer experience for runners. Participating retailers also receive
merchandising and point-of-sale support. The Reflective Belt and the Shadow Pak are shown.
Shadow SRP $20, Reflective Belt SRP $25.
The
Straight Story I
part two
B y P a u l L a n ger, DPM
DISPELLING RUNNING FOOTWEAR MYTHS
In the July issue of PSR, I outlined five examples
of “urban legends” concerning running
footwear construction, technology and
performance that most often arise in the retail
environment. An alarming number of shoe
fitters, runners and even medical practitioners
regard these common misconceptions as
unquestioned “truths.” It’s time to set the
record straight and correct the remaining
falsehoods that routinely confuse consumers
and lead to poor purchase decisions.
1
A cushioned insole extends the life
of the shoe
Adding cushioning inside the shoe will not safely extend
the life of the shoe. Running shoes do not wear evenly because
impact forces are not distributed evenly and thus the shoe
tends to wear out in certain areas faster than others. Heel
strikers tend to wear out the outside (or lateral) portion of the
heel. Cushioned insoles cannot compensate for the uneven
wear of the midsole material and in fact can make the shoe
less stable, making it more difficult for the body to absorb
impact efficiently.
2
Shoes should be selected based on
foot shape and foot type
The size and age of the runner are often overlooked aspects
of selecting shoes. According to Robert Lyden, holder of
numerous shoe patents and author of Distance Running,
prototypical running shoes are designed and wear tested for
a 165-lb male runner with a size 9 foot. Bigger runners could
literally bottom-out their shoes if they are too soft or too light.
I place most runners who weigh more than 180 lbs into shoes
with denser midsoles. Sometimes that means something with
a medial post. Another option is placing them in a shoe with
a polyurethane midsole instead of EVA. Bigger runners will
have more protection and get more miles out of stability and
motion control shoes and will be less likely to crush the shoes
into oblivion after 50 miles.
Recent research suggests that older runners absorb impact
less efficiently than younger runners. As we age, nerve signals
travel slower, muscles contract with less force, tendons
become less elastic, joints lose range of motion and the fat
pads on our feet shrink. These physiological changes may
require alterations in footwear, which may include adding a
more supportive insole or using a show with more forefoot
cushioning.
3
A runner’s stride is constant and
unchanging
A runner who appears to be efficient when fresh can become
a runner who overpronates as fatigue sets in. For those who
run marathon distances and beyond, stability shoes may help
delay the onset of fatigue and help support the lower extremity
as it fatigues. As a runner fatigues and his or her gait changes,
muscles that absorb impact tire and are less able to protect
joints and muscles from the vibrations. This can lead to more
stress on tendons, bones and joints.
4
Alternating two shoes will make a
runner less prone to injury
While the idea may be appealing, there has not been any
research suggesting runners are less likely to be injured if
they alternate footwear. Some claim that resting a shoe will
allow the EVA midsole to recover. However, research does
implicate hard training surfaces such as asphalt and concrete
in some running injuries, so I advise my running patients to
vary the running surface before they vary the running shoe.
5
A runner with a high arch should be in
a cushioned running shoe
The most common fallacy I have seen perpetuated in the
running community is that high arches equal maximum
cushioning. While this approach may work for some underpronating runners, it does not apply to all – especially to those
who are injured or prone to ankle sprains. The problem with
the most cushioned shoes is that they raise the foot farther
off the landing surface and compress more than stability or
lightweight training shoes. Underpronators already tend to
strike excessively on the outside of their foot and soft, raised
shoes will exaggerate this tendency and increase strain on
PSR_hor:Layout 1
3/11/09
10:33 AM
the ankle joint and ankle
stabilizing tendons and
ligaments. For my injured
patients with high arches
who are already in cushioned
shoes, I will often steer
them toward a lightweight
training shoe, sometimes
with stability devices or a
stabilizing insole. By keeping
the foot closer to the ground
and minimizing the midsole
compression, there is less
strain placed on the ankle. We cannot control an underpronating
(or supinating) foot as well as we can an overpronating foot
but we can try to minimize some of the negative effects of the
elevated and soft midsole.
Page 1
ABOUT THE AUTHOR Paul Langer is a podiatrist and
serves as a clinical faculty member at the University
of Minnesota Medical School. He is a member of
the Clinic Advisory Board of the American Running
Association and is the author of Great Feet For Life:
Footcare and Footwear For Healthy Aging.
Shin Splint
Compression
Sleeve
Size Us Up!
The fact is that all athletes are not
alike. At Cho-Pat, we understand
people are different and that is why
our American-made supports are
available in a range of sizes.
The choice is yours!
Dual Action
Knee Strap
www.cho-pat.com
1-800-221-1601
ITB Strap