sportstyle

"We're currently seeing higher participation numbers in running due to COVID, and many people are either discovering or rediscovering the sport. While we don't know exactly how the pandemic will play out during 2021, we do anticipate the growth in running to continue, both on the road and on the trail." Brooke Kaplan, Darn Tough Vermont "I believe the running category will experience a post-COVID growth period. 2020 saw people get out and get active in a big way, but not in a social way. As we come out of the COVID lockdowns and fear of infection fades, we will see people coming back together for runs, events, and the other social aspects of running. Virtual events definitely became a thing, but ultimately I think that people prefer company for their misery (running). I believe this will also drive consumers back into stores to see the latest and greatest in new products." Luke Rowe, CEP "2020 saw the introduction of a lot of shoe technology to improve an athlete's running efficiency and experience. Athletes will be looking for accessories with technological features and compelling stories that further that experience. These technologies translate into interesting and tangible talking points on the sales floor." Jason Barlow, Swiftwick "We believe the running consumer is looking for brands and dealers that are committed to providing the best product available and doing their part to help the environment… We look for a strong rebound in the specialty retail markets." Tom Weber, Wrightsock "We are incredibly excited and bullish on the running category in 2021. We've seen a shift of focus from the workouts in the gym and organized athletics to getting outside in the open air on roads and trails as part of a self-administered social distancing fitness regimen. For brands, Made in the USA is more important now than ever, ensuring quality, timely shipping, adherence to labor and environmental law, and most importantly employing Americans in this most difficult time. Challenges will be numerous, but one we are really focused on is supply chain disruptions. We hope to mitigate this by keeping production under our direct control in the USA." Bob MacGillivray, DryMax "I think 2021 will certainly be an interesting year for running. As the world is still shaken and partially closed from the COVID-19 pandemic, there may be a shift in long-term consumer behavior. It seems Brand Execs Share Their Outlook Two years in the making, Darn Tough Vermont's new 2021 Running sock line has been revamped top to bottom. New technical features include targeted ultra-lightweight cushioning in the footbed and toe for impact protection, reinforced high-wear zones for increased durability over long distances, a high-performance upper with multi-zoned mesh for ventilation and comfort, and a supportive performance fit through the arch to reduce fatigue. Compression sock maker CEP applies 65 years of product and design knowledge to the new Hiking Merino and Hiking Light Merino Compression Socks for trail running. A blend of fibers meshed with fine merino wool delivers comfort, proprioception, and blister prevention. The Light version is made with a thinner Merino fabric. Both socks are available in Tall, Mid-Cut and Low-Cut versions for Spring 2021 delivery. MSRP $59.95 (Tall version). 18 • November 2020 sportstyle • sportstylemag.com

• Cover