Running Insight

Shannon, OS1st vice president of marketing, that led the brand to develop products that are "laser-focused on consumer needs in sports medicine and that re-engineer compression as bracing. The trend that we created with graduated zoned compression we believe will continue to lead the category." It is likely, says Alberto Benarroch, Zensah director of marketing, that compression will become even more targeted. "A graduated sock is not enough to catch a customer's attention," he says. "We must include muscle targeting and such to increase the category's value proposition." Bryan Smeltzer, Zamst US general manager, says the category will continue to gain strength. "More and more runners are wearing compression socks," he says. "The importance of recovery is one trend fueling the compression hosiery category. We have found more athletes recognizing that recovery is sometimes equally as important as working out, and they seek out products to shorten their recovery time." Apparel Wears its Cred Well Increasingly, compression apparel is being seen as a "second skin" that moves with the body and improves health as well as athletic performance. Technology, the driving force behind the new products, is taking graduated and targeted 10 runninginsight.com © 2017 Formula4media LLC. Compression's Winning Combination (continued) CEP Nighttech Socks combine graduated compression with the safety of reflective colored dots for high visibility during night- time running. The socks are $65; sleeves (not pictured) are $45. ZeroPoint's Pro Racing Compression Socks, $54.90, are ventilated and antimicrobial. Intense compression, strongest at the ankle, gradually decreases toward the top for optimal circulation. Zamst's HA-1 compression socks, $59.99, deliver gradual compression. Anatomically correct for the left and right foot, they flush out byproducts like lactic acid, reducing muscle vibration and fatigue. McDavid's Elite Compression Socks (8841), $49.99, feature the brand's Targeted Compression. Made of a specialty yarn created from seaweed and wood cellulose, they have an anatomical 3D knit design at the toe and heel. "We must include muscle targeting and such to increase the category's value proposition." ALBERTO BENARROCH, ZENSAH s s s s

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