Footwear Insight

TAKING ACTION A s retailers open back up, masks are going to play a big role — and BOCO Gear is ready. Known for its endurance gear such as hats and accessories, Boulder, CO-based BOCO Gear began reacting to the COVID-19 epidemic back in January, when the brand started sourcing N95 masks in response to its factory in China's request for masks to protect workers and their families. Now, BOCO has pivoted production to develop custom, sublimated consumer masks for current retail customers and new businesses. "Our business model has always been offering quality products with low minimums and quick turn times, so the shift for us was fairly easy — it has come down to developing and updating the patterns," says BOCO Gear CEO Kay Martin. "Our masks can be custom- ized for businesses, and there is an option that includes a pocket that will allow for a filter for additional protection. Our abil- ity to customize and turn masks quickly will help businesses make customers feel more comfortable, particularly as states open up and employees are asked to come back to work." Martin notes that the brand's relationship with its factory partner in China has been key. "Our factory's agility and flexibility driving a common goal is a big strength for us," she says. "Our custom masks allow businesses to brand themselves as they look out for their employees and customers." l PIVOTING TO PPE BY JENNIFER ERNST BEAUDRY, CARA GRIFFIN AND BOB MCGEE RUNNING BRANDS I n the face of the COVID-19 pandemic, Ferndale, WA-based Superfeet is working on multiple fronts to protect the com- munity locally — and the retail community at large. In March, the insole manufacturer and its sister firm, Flowbuilt Manufacturing, put out a call, asking groups in need of medical equipment to reach out as the companies opened up capability on their HP MultiJet Fusion 3D printers. Rapidly transform- ing their manufacturing, the company pivoted in a week to creating PPE masks, and partnered with fellow Washington State-based airplane interior manufac- turer Pioneer Aerofab, which supplied hoods. In April, Superfeet and Flowbuilt delivered 42,000 PAPR hoods to hospitals in the Pacific Northwest; in May, the firms are opening up an additional 30,000-unit capacity that will let them deliver hoods nationwide. The PAPR hoods are reusable, sanitizable, and compatible with other major PAPR systems, and are being sold at cost to hospitals in need. Superfeet also worked on the retail front, adding new options to support its run shop and other retail partners shut under stay- at-home orders. The firm says it is offering drop-ship capabilities free of charge for stores who don't want or are unable to ship inventory from their stores. In addition, for shops that don't sell online or want to add more options, the firm has developed an affiliate program to share revenue from Superfeet.com sales, and shared content for social channels that retail partners can use to encourage consumers to shop local. "Our retail customers have been super- appreciative of the relief program," Mike Houser, VP of US Sales at Superfeet, said. "There definitely is a 'we're all in this together' mentality out there, and every little thing brands like ours can do to support and supplement their efforts is appreciated." l Getting Flexible Custom Built Superfeet and sister firm Flowbuilt delivered 42,000 PAPR hoods to hospitals in the Pacific Northwest in April, and have plans for more this month. footwearinsight.com May 2020 ~ Footwear Insight | Sports Edition • 5 BOCO Gear's masks are available with custom minimum orders at $6.50 wholesale per mask and a 2.5-week turnaround. (Stock options have no minimums.) Retailers interested in ordering should visit bocogear.com or email sales@bocogear.com.

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