Footwear Insight

live to do it. It's passion they all possess. It's in their souls. And Currex is passionate about keeping them doing what they love to do." Strategic Insight: "A huge part of our brand strategy that helps differentiate us from our competitors is that we really know our specific target audiences and we're giving our retail customers an opportunity to cross-sell products," says Klein. "We don't simply sell insoles for anyone with feet. It's not as simple as taking out your old insoles and replacing it with a generic insole. We sell insoles specifically designed to who you are and what you love to do. And we communicate that specifically and thoughtfully in every retail environment. We speak to runners like runners. We speak to a soccer players like soccer players. We speak to tennis players like tennis players. ese are unique audiences who deserve unique insoles and unique messaging. So, we're giving our channel partners the chance to satisfy all their insole needs, literally, for anything that moves them." XELERO "Our brand is simply not just a shoe, it's our commitment to providing innovation in recovery footwear that improves people's lives and revolutionizes the market," explains Dan Werremeyer, CEO, Xelero Footwear. "We stand out by being the only shoe on the market that is neutral and works in remedying both pronation and supination. Our main strategy encompasses compassion and top tier technology. As we like to say, 'Helping people is in our DNA.' We want to connect with all our customers and provide the very best shoe available, even if that means taking a large risk." Technology Highlight: Xelero's technology offers several layers of protection, including a midsole, control plate, and XPS propulsion element, all designed to help wearers stay on their feet longer with less pain. "No matter what your lifestyle is like, health issues associated with the wrong footwear is one of the easiest problems to prevent," says Werremeyer. "We want anyone who walks in our shoes to enjoy life again to the fullest, as if your injury or foot ailment didn't exist. We believe the combination of compassion and commitment to high quality research and development keeps our customers returning." Strategic Insight: "We see times of economic stress to be a good opportunity to connect with our customers and mold new relationships," says Werremeyer. "Lately we have been teaching our audience on social media the causes of many long-term foot ailments. Whether you're a returning customer or someone who's never heard of us, you're bound to find something that relates to your lifestyle from one of our checklists or infographics. We believe the more we educate our audience, the more we can positively impact their lives. Even in times of a volatile supply chain and price sensitivity, we will always stay devoted to providing value in our customer's lives every single day." BROOKS For Brooks, innovation is not just about product — it can also be found in its creative retail initiatives. Key Initiative: A specialty retail program the brand is excited about is the Run Happy Shop, a holistic in-store brand program from Brooks that caters to specialty retail and is now in its fourth year. is fall, Run Happy Shop 2.0 launches with a completely revamped experience. The Run Happy Shop (RHS) helps independent retailers drive business (apparel and accessories are a key focus), by implementing assortments and buy plans, as well as marketing programs, sales tools, and creative resources. In partnership with specialty retailers, the Run Happy Shop has grown to nearly 130 shops and has resulted in strong apparel and accessory sales with locations averaging 2.4 times more sales than non RHS doors with greater sell through. is fall, Run Happy Shop 2.0 will build on its predecessor and make room for more innovative and versatile storytelling. e brand's goal is to deepen its partnerships with specialty retailers, by creating a holistic system to drive success throughout the process with support for buying, merchandising, events, in store visual support and of course some "Run Happy" fun. Product offerings in each Run Happy shop in partner stores are curated based on where the stores are located and incorporates historical sell through data to ensure the customer is getting what they want and need. is fall the Run Visible collection will be highlighted in shops to keep the runner seen for those early morning or late-night runs, in addition to other run must-haves such as Run Bras, Run Layers, Socks, and more. Brooks Run Happy Shops will continue growing in spring 2023, with 11 added storefronts, along with a refresh for those already part of the program. Strategic Insight: "Our independent retailers remain an equal and important partner in our overall distribution strategy and play a key role in building the run community," says Mike Billish, VP of North American sales & service, Brooks. "At Brooks, our strategy is to enable the runner to find and experience Brooks in the best possible way that works for them 52 • Footwear Insight ~ September/October 2022 footwearinsight.com The Brooks Run Happy Shop 2.0 Xelero Steadfast POWER IN PARTNERSHIP

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