Running Insight

SUPPORTING RUNSPECIALTY I ncreasingly in recent years, the very brands filling the stores of running specialty storefronts have become the target of frustrated looks, even condemnation, from those same retailers. From brands' intensifying direct-to-consumer sales efforts to the reduction of demo fleets and field support, running brands have undoubtedly earned some of the disapproving glances. Among a number of running retailers, the perception is that manufacturers stand more interested in their own bottom lines – not necessarily an inexcusable focus, mind you – than being solid partners for the specialty channel that helped catapult and legitimize these same enterprises. "Many brands are shortsighted and their endgame is to acquire the end consumer as quickly as possible with the goal of higher margins or maybe because of the fear that many dealers might not be around too long," one veteran multi-unit retailer recently told Running Insight. Certainly for some brands, the optics – and perhaps even the cold-hearted realities – support such an argument. Some brands are using aggressive digital marketing tactics to lure traffic and sales to their own websites; some have pulled away from the channel at large or concentrated their efforts on a few select prized specialty players; and some continue struggling to enforce minimum advertised pricing (MAP) policies and distribution as they have pledged. But in this era of an evolving and layered relationship between brands, retailers and consumers, the truth isn't quite so crystal clear. "By and large, we believe that the brand community is heavily invested in ensuring run specialty stays strong because if run specialty catches a cold, While some running brands have come under fire for being more competitor than partner to running retailers, collaboration in the channel has not evaporated. By Daniel P. Smith 70 runninginsight.com © 2017 Formula4media LLC.

• Cover