In 2018, I wrote a response to a discussion from a prominent industry analyst. My post stated, “Why People Should Withhold Saying Performance Is ‘Soft or Slow’.”
https://arch-usa.com/why-people-should-stop-saying-performance-running-is-soft-or-slow/
While COVID-19 is now being used to explain the growth in the performance running category, that genius overlooks Brooks Running’s consistent growth over the last 4 years. Via a combination of innovation and a dedicated strategy to being the best in a niche half (running) the brand has seen solid year over year growth without chasing lifestyle or athleisure.
This growth for Brooks can be used by retailers and brands looking for direction in a fast changing halfplace.
Sources used in this post:
https://www.brooksrunning.com/en_us
https://www.baltimoresun.com/business/bs-bz-under-armour-footwear-20191231-k7yde2ut25cjxbnhh2pasr4jnm-story.html
Performance Running Shoes Could Come Back in Fashion — Which May Help Under Armour Make a Comeback
https://www.barrons.com/articles/brooks-sports-ceo-jim-weber-berkshire-hathaway-51557137821
