runstyle

runstylemag.com Spring 2024 runstyle 43 "e recovery category has enhanced people's awareness around the importance of good, supportive footwear. Post workout, or post all-day on your feet, a shoe that cushions the foot for comfort and supports the heel and arches is crucial. All of our shoes feature our TRUComfort insole, which has the cushion and support needed post workout." – Matt Dieckhaus, VP of sales and marketing, Latitudes Inc. "For any recovery shoe to be successful, it needs to be comfortable and leave the athlete feeling better aerward. Recently, there has been continued demand for more stylish recovery options from customers who want to wear their recovery footwear in the workplace or out to meet friends. Brands have responded by introducing new materials, styles, and colors into products." – Russ Stevens, product manager, Topo Athletic "e issue with this hot topic is, how is recovery defined? At Xelero, we define recovery as a balance of support, stability, and just the right amount of cushioning that working in conjunction to help recovery aer running, and overcoming overuse injuries. e technology of Xelero TRU sandal sets us apart from all the rest." – Mike Arce, national sales manager, Xelero "We have modified our mission as it relates to recovery to take aim at reinjury prevention. We're offering products that treat common injuries, while also helping to ensure that injuries impacting the training cycle do not continue to happen. e PowerStep Dynamic Ankle Support Sock combines three braces into one while maintaining a slim profile that can fit in just able any athletic shoe." – Jay Cain, director of B2B marketing, Foundation Wellness "e foundation of the recovery category hasn't changed so much as the amount of education and overall awareness of recovery footwear has increased. This year we'll be introducing two products that straddle the fence of open/ closed-toe product and fit the rising demand for a modern mule. Many of our consumers who first experienced OOFOS with our sandals and slides are coming back for newer styles, so they can implement Active Recovery into all aspects of their lives. – Darren Brown, head of marketing, OOFOS "At VELOUS, we engineer for athletes of all levels, from professional to weekend warrior. e most significant change in the direction is the inclusion of full shoe styles, in addition to existing slides and flips." – Tim Bartels, CEO, VELOUS How has the recovery category adapted to everyday athletes? What is the active consumer looking for in a recovery shoe and how is this different from what an elite athlete is looking for? "Elite athletes and weekend warriors are learning that they are solely responsible for taking care of themselves. ey have learned, sometimes the hard way, that without proper recovery, they cannot compete at a high level." – Mike Arce, Xelero "Each wants a product that is comfortable, stylish, and versatile, relieving stress on their body aer a workout. Some professional athletes may be able to stay off their feet aer their workout, but most other athletes will still go to work, run errands, or meet up with friends aer a hard session." – Russ Stevens, Topo Athletic "Both want real technology with proven benefits. It's not enough for shoes to be comfortable. What is driving the growth of the recovery category is a desire for something that can truly help with workout recovery and provide relief from everyday soreness, aches and pains." – Darren Brown, OOFOS "e need is very similar, but how they look at it is quite different. An elite athlete wants to perform at their best the next day. Recovery is a key part of their overall training. e everyday athlete is looking to feel better as soon as possible and very much focus on comfort." – Tim Bartels, VELOUS "All athletes and active people want to get back into the activity that they love following an injury or ailment. Our Dynamic Ankle Support Sock allows for healthy movement of the ankle, not lock the ankle in place. is flexibility allows for proprioceptive therapy to continue and gives the athlete the confidence to get back into the game." – Jay Cain, Foundation Wellness "Post workout, athletes are looking for a shoe that provides cushion, support, ease of use and versatility." – Matt Dieckhaus, Latitudes Inc.

• Cover