Running Insight

glimpse of the future as Superfeet showcased the ME3D Recov- er, which it billed as "the first fully-customized recovery slide." The ME3D Recover was actually manufactured on the trade show floor using data captured HP's FitStation which captured 3D scans of the feet, plantar pressure measurements and an in- depth gait analysis. In addition, Superfeet and Brooks debuted their collaboration of "the first individualized performance running shoes," based on the same HP technology. Throughout the show, retailers lined up at the FitStation as if it were a hot nightclub to get their Recover sandals or get measured for a pair of personalized Brooks Levitate RS shoes. The new footwear will be available in June at a limited number of running stores. "Personalized running shoes are the most exciting development in the last five to maybe 10 years," said Josh Levinson, owner of eight Charm City run stores in Maryland. "That could be a complete game changer. The more I talk to people the more they want to stay at home rather than go out to do something. Yet everyone can order Starbucks at home and a lot of people go everyday…why? It is the experience. The running specialty store is a temple and if it becomes ordinary our commodity will be acquired somewhere else. However, if programming is rich and the experience special we will always have a place." Bill Kirkendall, president of the 63-store JackRabbit Sports chain, agreed that the in-store experience is the critical differentiator for running stores. "It's a competitive landscape out there," he said. "We're over retailed and the channel is not seeing explosive growth, but stores that offer a great experience and are more than just a place to shop have a tremendous runway." Kirkendall noted that key suppliers to the run channel have also improved product over the past two years, which he says is fueling the rebound in the business. "We need the brands to deliver great product and controlled distribution. If we get those two things we'll be fine." Other retailers shared those sentiments, saying the better stores are showing strong growth. "We feel the top one-third of our stores are starting to break out," said Joey Pointer, CEO of Fleet Feet, Inc., which will finish the year with 173 stores. "This year, the running market has been like a truck stuck in the mud. It's been rocking back and forth and you know you're going to get out, you're just not sure of when. It looks like when is right now." Fleet Feet had the first $1 million day in its history on Black Friday, just a few days before The Running Event, and Pointer says they are forecasting an increase in comp store sales in 2018. Aside from the major footwear brands, retailers had 200+ apparel, accessory and technology brands to shop. Retailers interviewed by Running Insight cited Vuori, Brilliant Reflective, AfterShokz and Goodr as brands that jumped out at them. "Stores are looking for unique and up-and-coming brands that consumers can't find on Amazon or the local big box stores," said Helbig. "I was excited to find the Vuori male apparel brand. We've been looking for something for our male customers, and I know this will be well received." Overall, stores believe the optimism evident at TRE bodes well for 2018. "We're optimistic, but realistic," said Pointer of Fleet Feet. Said Helbig of Big River: "We're excited about 2018 and are projecting another year of growth. It was also refreshing to hear from my peers that many of their businesses were up this year as well. It seems the tides are starting to shift a little in our favor." n See page 42 for more conference and trade show highlights. Store award highlights begin on page 12. The Running Event 2017 Recap (continued) Dave Shelbourne of New Balance with the Frontrunners crew. The Indie 5K, as always, was one of TRE's highlights for attendees. 10 runninginsight.com ©2017 Formula4media LLC. The trade show floor was lively at TRE 2017 in Austin. Aside from the major footwear brands, retailers had 200+ apparel, accessory and technology brands to shop.

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