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approval. We'll get asked, as a conscience for the industry, "Should I carry this product or brand?" Talk to us about members and brand partners. What are the benefits of being involved with LIA? Fyfe: "Asics, Brooks and On are currently partners. Some retail members include A Runner's Mind, Saint City Running and Mill City Running. If you are a member of LIA, you want to be in the know, have access. ere is no cost to join. As an official brand partner, you open up your lines of communication and transparency for the future of the business, while also providing funding to help make this a reality." Straughn: "For brands, it is a legally binding partnership. We have a brand survey that lays out the transparency we need to be brand partners. It asks for information about production processes and materials used in products. is is not a pay to play organization." How are you recruiting participants? And what are some of your program initiatives? Straughn: "rough press. Plus, this year we were asked to be the environmental impact partner at e Running Event, officially. We've been heavily involved in planning how to reduce waste at a huge convention. We'll be hosting a trail cleanup with Asics and multiple educational seminars. We're also launching our Better Bin program, which is recycling for products." Fyfe: "Most specialty owners know you can recycle shoes, but not other products. is is an upfront, educational moment that incentivizes people to shop with you and come back, because you are providing them with a way to responsibly shop and recycle with you. So, this can be passed down, downcycled or separated and made into something new. Brands have been making circular products and educating directly to consumers, but brands also know that run specialty retail spaces are the influencers. It's where brands get their start and grow. We are the educators. We can help it catch on much sooner. ere are four separate sections in the bin for apparel, socks, nutrition and sneakers. Recycling is done with Sneaker Impact, Recover and TerraCycle. e bins will have a QR code that leads to our website to learn more about what happens to the products. Tracing is also an issue today. We drop things off, but have no idea where they go." Say I am a retailer that has no idea how to get started in making my business more sustainable. What can I do? Straughn: "We have a great roundtable you can watch on our site. We're having a conversation at TRE with the Conservation Alliance. Sit in and learn how you can make a difference with your business. Educate your staff. Start talking about product materials and what brands are doing to reduce their impact. It's powerful to have these conversations on the floor about what brands are doing." Fyfe: "People are asking questions about the sustainability of products they purchase. ey'll keep asking more. We're preparing the industry for that inevitable future. When retailers come to us, we say we're not calling people out for not doing enough. We're not the sustainability police. Take small steps. Start recycling at your store. Choose brands that you believe in and can connect with. Have events and tie in the community. It can be overwhelming, but we're here to help you get started." n The LIA Has Hosted Clean Up Events and Created a Plogging Kit (Pick up Trash While Jogging). runstylemag.com Fall 2023 runstyle 21 The Better Bins Product Recycling Program is an LIA initiative for retailers. "We're not calling people out for not doing enough. We're not the sustainability police. Take small steps." —CHRISTIAN FYFE

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