Issue link: https://viewer.e-digitaledition.com/i/902158
even work with staff to set a goal. Secondly, according to Sung, consumers are seeking a wider range of authentic outdoor experiences supported by versatile products with wearability that spans "from preparation to performance to recovery." The store will be home to Colorado's only Superfeet + HP FitStation, just one part of what Sung and Go Far Shop co-founder Kate King say is part of an evolving retail landscape. The state-of-the- art Superfeet FitStation is one of only 12 in the country and is Colorado's first, utilizing 3D scanning and printing to help customers find perfect fit through both a 3D foot scan and complete gait analysis that provide insights into the shoes and insoles best suited for the nuances of an individual consumer's foot shape and activity level. The insoles are made in the U.S. and will be sold for $150. "Ideally what we want to do is not create divisions within active folks," said King. "Let's bring them together to get inspired and engaged for getting active outside for whatever their endeavor may be. Living in Boulder, I really wanted to embrace that community aspect, the idea of local businesses and shopping in curated stores. The goal of the store was to really collaborate and bring a sense of community into an active lifestyle store with a run focus. Overarching, that's what we're trying to do." Smartwool is the store's primary apparel line, and the idea for the store was partly inspired by Sung's longstanding relationship with the brand and understanding its desire to reach consumers in new and different ways. One of the initial vendor collaborators is Boulder's Skratch Labs, Boulder-based maker of hydration mixes, recovery formulas and most recently sports-nutrition bars. "For the last several years there's been a general sense of woe in the retail space, an angst about the disappearance of retail. But, what I've seen is that people still want a reason to visit local stores," said Dr. Allen Lim, founder of Skratch Labs. "We thrive on community and a desire for the connection that our neighborhood spot gives us. The retailers who are succeeding are the ones who get this. I'm hopeful that Boulder will embrace its new neighborhood running shop. It takes a place, but most importantly, it takes all of us." n 34 runninginsight.com © 2017 Formula4media LLC. The aim of the store is to collaborate and bring a sense of community into an active lifestyle store with a run focus.