Running Insight

94 runninginsight.com © 2017 Formula4media LLC. market, On is among the top four running shoe brands; and in Japan, the globe's third largest running market, Allemann says On is "going through the roof." The U.S., Allemann confirms, remains "priority market number one." Through the first six months of 2017, On captured 100 percent growth in its U.S. sales, while same-store sales growth continues to climb. "[Same-store sales growth is] the most important number for us because we want to see our existing partners growing the share of their business," Allemann says. Lamb, who only began carrying On foot- wear last December at his Fleet Feet outlets, says On product is resonating with his clien- tele, so much so that he immediately began writing fill-in orders to bring On product into his second San Francisco store after sales took off at his Chestnut Street unit. "Customers like [On footwear] because it's a cool, beautiful and stylish product that is also technically sound," Lamb says. As with any new footwear brand, Long says Potomac River Running has tip- toed into carrying On product, though early returns are solid. At the company's downtown D.C. store, On has emerged as the top-selling footwear brand, while its market share in five other Potomac River Running stores hovers around 8 percent. "Our staff tell us that customers ask to try on On shoes more than any other brand," Long says, adding that On tends to attract a younger, non-performance running crowd. "That's been great for us because it's an opportunity to sell to new customers, which means we're growing the pie versus taking away sales from another brand." While Allemann relishes On's early market headway, he and his colleagues know future success is not guaranteed. He promises continued innovation, both with On's product technology and its go- to-market strategies. In one particularly bold marketing play, On challenged 10 people running the 2016 NYC marathon to switch to the On Cloudflow the day before the race. The experience, recounted in a YouTube video viewed more than 40,000 times, underscores On's desire to be daring and different. All 10 runners, by the way, finished the marathon. "It's been incredibly gratifying to see the response of the running community and we see incredible potential for the brand," Allemann says. "Now that said, we know we need to continue performing at a consistent level and earning the trust of our partners by producing great product and delivering what our retailers need when they need it." That consistency is what retailers like Lamb want to see. "I love that they've brought an entrepre- neurial spirit to it and I hope they grow at a manageable rate that allows us all to be successful," he says. Ditto for Potomac River Running's Long, who says On is currently saying and doing all the right things by extract- ing its product from Amazon, restricting online sales and being responsive to its run specialty partners. With updated models of the Cloud and Cloudflyer having dropped in early November , he now wants to see On navigate this transition smoothly. "Prove this and it will be a capstone for them," Long says. "On's cornered a niche, so how do they improve on that and weather any growing pains?" n ON (continued) The original Epsom salt soak without the tub Millions of people have used tons of Epsom salt for the past 300 years to relieve aches and pain associated with normal muscle exertion. Why? Because Epsom salt (magnesium sulfate) really, really works. Now your tired, sore, strained muscles can receive that same, safe natural Epsom salt relief. World-class runners rely on drug-free Epsom-it Muscle Recovery Lotion as part of their training routine. Now you can, too. Bounce back fast with our proven Muscle Recovery Lotion! Not tested on animals • Paraben free Invented and made in the USA Available now at epsomit.com

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