TRAIL ARE GOING LIGHTWEIGHT SEE P24 CLASSIC COMEBACK and G.H. Bass walk into the 21st Century (Page 20)

SPRING ’12 SHOESTRAVAGANZA

PERMIT # 191 # PERMIT ITHACA, NY ITHACA,

THE BOOK PAID US POSTAGE US RETAIL: KNOW YOUR APPS! STD PRSRT

FOOTWEARINSIGHT.COM • JULY/AUGUST 2011

Editor in Chief Mark Sullivan [email protected] 646-319-7878 Editor at Large Cara Griffin Art Director Francis Klaess July/August 2011

A Special Report to Insight & Sports Insight • July/August 2011 Associate Art Director Mary McGann THE BOOT BOOK Contributors WORK Michael Jacobsen GEAR UP 2011 is the year of Mike Kennedy the hard-working, good-looking, Nancy Ruhling 24/7 uber boot Tim Sitek Emma Johnson PAGE Publisher 42 Jeff Nott

oot brands are working extra hard these days to design footwear that goes to the of its class. When describing what wearers want, they use Georgia Boot’s words like “durable,” “dependable,” “comfortable,” and “versatile.” But [email protected] Diamond Trax Bhow do these words translate into insoles and outsoles? As this edition of are placing splashes of striking accent colors in strategic spots or adding colors to the boot book illustrates, the answers are being fueled by a host of factors. the standard black and brown lineup. 1. Custom Comfort Right Out of the Box. adjust the boot to fit like a glove, and wider toes and narrower heels provide a 3. Is It a ? Is It a Boot? better fit. More brands are making women-specific Hi-tech sizes features and styles.allow the wearer to from a shoe. A new generationNo, of It’swearers, Super usedBoot. to Increasingly, running the youworld can’t in , tell a boot 516-305-4711 is demanding a lighter, more athletic look for work and outdoor boots and expects 2. Fashion Puts Its Best Foot Forward. this new breed of footwear to do double, even triple duty both and off the job. strut down the catwalk, but they are getting more stylish. Some are walking back to their retro roots or evoking the wild, wild WorkWest boots(see story aren’t on exactly Page 35); ready others for a 4. The Hi-Tech Track. proprietary systems. SpecialBoots linings now comewick awayfully loaded moisture; with gel a plethorapads and of cushions patented provide comfort; slip-free lug patterns eat dirt; dials and rockers provide a custom-like fit; and new materials like ion-Mask create full-proof waterproofing. Advertising James Frank Photo: – Nancy A. Ruhling Jess Tendrick, Advertising Director [email protected] 201-236-6324 Beth Gordon [email protected] 949-293-1378 Jeff Gruenhut [email protected] 404-467-9980 Troy Leonard [email protected] 352-624-1561

Sam Selvaggio The 110 trail is a [email protected] minimalist trail runner positioned as 212-398-5021 a shoe for those who aren’t quite ready for a fully barefoot-inspired experience. Production Michael Jacobsen 201-396-7005 [email protected] Business Manager Marianna Rukhvarger 06 THE FOOTWEAR EYE 24 Trail: Bright Lights 516-305-4709 Birkis’ ‘Really’ Cool Campaign; Ups the Bet on Light, fast and flexible. Minimalism moves beyond the road [email protected] Barefoot; P2i’s British Invasion; More than from and hits the trail. Subscriptions the Great White North; Groupon: Not All That; ’s store.formula4media.com Comeback Player 31 Let There be Lifestyle Spring ’12 is full of color, function and life. 14 Retail: Tapping Mobile Apps Every four seconds one child is born and 15 mobile 40 Less Shoe, More Sales phones are sold. That means retailers have to upgrade The minimalist footwear movement has become a PO Box 23-1318 their mobile marketing strategies today. nationwide phenomenon, creating unprecedented buzz Great Neck, NY 11023 for the running industry. Phone: 516-305-4710 Fax: 516-305-4712 16 THE FOOTWEAR EVENT 2011 www.formula4media.com Seminars discussed consumer behavior and management 58 Tongues tips for a changing workforce, while he expo was hopping! Two old friends re-connect over an invention and a dream. Formula4 Media Publications Find out how they are working together again. Sports Insight 20 Trends: ShoeLift Footwear Insight Some shoes never go out pf style, as Hush Puppies & G.H. On the cover: Hush Puppies’ and Bozeman offer a new Outdoor Insight Bass remake history by walking into the 21st century. take on the classics. Photo by Frank James Team Insight Textile Insight Running Insight Soccer Insight

Footwear Insight® is a trademark of Formula4 Media, LLC, Great Neck, New York. ©2011 All rights reserved. The opinions expressed by authors and contributors to Footwear Insight are not necessarily those of the editors or publishers. Footwear Insight is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in Footwear Insight may not be reproduced in whole or in part without the express permission of the publisher.

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Subscriptions: one year, $24.00 (U.S. Funds) in the United States. All other countries, $54.00 (U.S. Funds) for surface mail. POSTMASTER: Send address changes to Footwear Insight, P.O. Box 23-1318, Great Neck, NY 11023 footwearinsight.com TIME OUT | MARK SULLIVAN

Dreaming in Dollars

It’s the middle of the summer and retailers are up to their eyes in inventory, so what better time to think about fall and what the fourth-quarter will bring. I guess Q4 has been in my subconscious because I had a dream about Ugg the other night. It was sort of like “Inception,” except my hair is not as good as Leonardo DiCaprio’s. In my dream my friend Leslie who is the most anti-fashion, anti- capitalistic person I know, bought a pair of Uggs. When I expressed my amazement (and a little happiness) that she had purchased the official shoe of Christmas, she retorted “Well I didn’t buy the same ones as everyone else, I got something different.” And therein is the rub for Leslie, for retailers, for all of us. It’s about something different. By the fourth quarter, it will be less than 12 months until the next presidential election. Cable TV talking heads will be blathering on about Candidate X and how polls show that Americans are afraid of the future and unsure about the economy and the consumer will be holding onto their wallets for dear life. But they will spend for something new and different: Ipads, Droid phones and shoes they don’t already have in their closets. The running shoe category has been on fire for the better part of the past eight years. There are lots of reasons for that, but succinctly put, it’s because the shoes have been good, the perfect fusion of performance, fashion and value. I don’t need to have any eerie dreams to be sure of that. The minimal-lightweight trend has legs and although the pundits say the growth has been fueled by consumer interest in good running form and natural foot movement, there are a few other factors at play, too. The growth in minimal footwear has coincided with the introduction of dramatic colors to running shoes. Athletic footwear companies that spend millions of dollars on product testing and athlete endorsements don’t like to hear that shoes are selling because they look good, but that’s the truth here. On an intellectual basis, people will tell you they married their spouse because they are kind, generous and make a good life partner. What they won’t tell you is what originally attracted them to this person is that they looked great naked. I love looking at consumer research that evaluates all the factors about why people buy things. Was it the color, the fit, the price, a recommendation from a friend or the salesperson? It’s all hogwash. Consumers buy things because it makes them feel good. That applies to stylish, cozy sheepskin boots and sleek looking running shoes that look great with jeans. And in an uncertain economy, consumers need to feel really good to spend their money. So for back-to-school and for the holiday season, consumers will spend. Carefully and selectively, sure, but shoes will be bought and some dreams will come true.

For those readers who can’t get enough of my wit, wisdom and insightful analysis, you can catch me almost weekly on my new blog. http://www.insideinsightblog.com/category/sullivans-insight/

The Footwear Eye

ADVERTISING Birkis’ ‘Really’ Cool Campaign

Birkis is rolling out a provocative new ad campaign around the theme of “active recovery.” The print campaign features athletes in action oriented settings wearing Birkis, which are highlighted with brightly colored arrows and the word “really?” The answer of course is “not really,” and the ads tout Birkis’ active recovery benefits of “immediate and lasting benefits underfoot—especially during your daily activities.” The ads also carry a QR smart phone link that will take users to the brand’s website where they can learn more. “We wanted creative that makes you look at it twice,” said Robert Mangione of Birkis. In addition to touting the notion of “active recovery,” Mangione says the campaign will also use “contemporary images that will differentiate us from other brands within the Birkenstock family of brands and other brands that tout recovery attributes.” In addition to the new ad campaign, the Birkis line has been updated to include styles that feature EVA and are “jean-friendly and wearable for daily activities,” Mangione said. The updates seem to be working. Finish Line has picked up the brand for its website, Mangione noted. “We see a great opportunity for the brand beyond the typical comfort stores.” The ad campaign will kick off in trade pubs and move into consumer by the end of the year. The campaign will also be featured in this summer’s edition of O-Ranger, the national parks guide, which has a distribution of more than six million copies. “It’s not a traditional ad vehicle for the brand,” Mangione told Disclaimer: No, not really...but it looks pretty cool, eh? Footwear Insight, “and we like that it’s a great way to reach consumers who www.activerecovery.us are out and active on their feet.” l

Merrell Ups the Bet on Barefoot

eth Cobb, Merrell’s GM, says he believes barefoot product can with inventing the category. Merrell’s assortment includes women, grow to be 20 percent of all sales in run specialty, more than men, children’s, lifestyle, street/road and trail product. “We believe double the eight percent share of market the category racked this range can make the barefoot category accessible to more people,” up in the first quarter of this year. “It’s the fastest growing Cobb said. “Consumers are finding real benefit in the product and we category out there and I believe we’re only in the third inning believe a broader range and more education about the category will of a nine-inning game,” Cobb told Footwear Insight. help grow the business.” SMerrell is betting strongly on that growth with an expanded barefoot Merrell has created a special part of its website devoted to barefoot, collection, produced in collaboration with Vibram, the brand credited http://www.merrell.com/US/en/Barefoot; created an I-phone app that teaches consumers how to run in the product and developed point- of-purchase materials that educate the consumer about the product. Merrell’s assortment includes Merrell also has established a relationship with noted trainer Walt women, men, children’s, lifestyle, street/road and trail product. Reynolds, who will be speaking to retailers and consumers about “bareform running.” Cobb also said that Merrell has benefited from ‘listening’ to consumer feedback about on numerous blogs, online forums and social media sites. “We’ve never felt closer to the consumer,” Cobb said. “As much as we thought we knew about what consumers wanted in shoes, we’re learning more.” Merrell’s move into these new categories was prompted by what company executives learned online, Cobb said. “Once people experience the feeling of barefoot and the tangible benefits it offers, they want it in other aspects of their lives, whether it’s casual use or standing up on a paddleboard. We believe what we’re seeing now is just scratching the surface.” l

6 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Footwear Eye

TECHNOLOGY Ion-Mask got its first high-profile introduction in footwear several P2i’s British Invasion years ago with Hi-Tec and Magnum

Coulson discovered a way of using special plasma (actually ionized gas) in a vacuum chamber to create a protective water-resistant nano-coating. The discovery was first used by the military to create uniforms that would protect its soldiers against chemical warfare agents. The first commercial uses have been in footwear, but testing in the apparel category is underway and Coulson believes that product will hit the market in the next 12-18 months. Coulson says one of the major attributes of the technology is that it’s a “whole shoe process.” “Traditional shoe components received water repellency treatments prior to assembly, but Ion-Mask treats entire finished shoes – even their stitch- ing – with a quick, one-shot process.” Ion-Mask has been used in industrial shoes and service footwear used by doctors and nurses, but the athletic business is close to Coulson’s heart. When he spoke to Footwear Insight from his Oxfordshire UK head- quarters, he was training for his first triathlon, a half Ironman.

P2i, the British-based technology company and makers of Ion-Mask, is expanding its American presence. The company, which derives about 25 percent of its revenue from the U.S. market, will soon hire a chief commer- cial officer for the American market that will oversee its sales team, which is currently based in New Hampshire. Ion-Mask got its first high-profile introduction in footwear several years ago with Hi-Tec and Magnum and has expanded its list of footwear part- ners to include Nike, Timberland, , Scott, Mizuno and K-Swiss, which use the technology in running shoes, hiking boots and golf shoes. Ion-Mask is a nano-coating protective layer that company executives describe as having one-one thousandth the thickness of a human hair. The coating can be applied to a variety of materials, including leather and synthetics, with no visible evidence and “imparts a vast range of functional properties including water and oil repellency, stain resistance, insect repel- lency and flame retardancy,” the company claims. P2i was spun out of the British Ministry of Defence in 2004 by Stephen Coulson, who was conducting Ph.D research at UK’s Durham University.

More than Mukluks from the Great White North

Manitobah Mukluks is making its move in the American market. The brand is diversifying beyond the high furry boots from which the company takes its name and is expanding its American distribution. The brand is The now being carried by a diverse range of retailers, including The Sundance Metis feature a custom Catalog, Urban Outfitters and cold weather doors of Nordstrom. The five- designed outsole year-old company gets high marks for its authenticity. The product is made in from Vibram Canada and has a high percentage of Aboriginals working in its factory who do hand stitching and bead work on the company’s . Manitobah, whose owner Sean McCormick is a descendent of Aboriginals, also donates thousands of dollars a year to job training for the local community.

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The Footwear Eye

INTERNET Groupon: Not All That

were from new customers, but Helbig says, “It was quite a few.” Nonetheless, “We will most likely not do another groupon,” Helbig says. “We were in on it early and now feel like the fad has run its course. Businesses that run in Groupon now don’t seem to have the same reputation that ran in it eight and 10 months ago, and we don’t want our brand or our industry to earn a reputation as a place for big sales or discounts. We’d prefer to be known for our great customer service.” Kris Hartner, owner of Naperville Running Company in suburban Chicago, spoke to several athletic footwear retailers before deciding against signing on with Groupon. For one, the numbers didn’t work. Second, he worried his service-focused business would be tarnished. “One of my biggest issues is that it creates a coupon mentality,” he says. “If you need to liquidate seasonal apparel or you’re severely overstocked, it might make sense. But if you sell 4000 groupons and you’re inundated for several days, your employees are overworked, new customers are not having great experience because you’re overrun, and In recent months, a blog post by a Portland, of the proceeds for another 90 days. the math doesn’t work out.” OR, café owner Jessie Burke went viral when Owner Matt Helbig said the financials left Groupon spokesperson Chad Nason says she detailed her experience with a Groupon “a bitter taste in my mouth.” “They just made that many points in the Groupon contract are campaign, which she called “the single worst $45,000 in one day and they’re going to charge negotiable, and that the young company which decision I have ever made as a business owner me another $2000 in credit card processing?” sold its first discount in November, 2008 is still thus far.” Posies Bakery & Café’s Groupon he said, adding that he found the policy of evolving to best work with its customers. Nason experience, which put the business $8000 in delayed payments frustrating. “They’re sitting adds that his company is willing to work with debt, has been the rallying cry of many retailers on millions if not billions of dollars, making retailers to create a Groupon campaign which and service providers who decry the popular money on it for months,” he says. will both heighten awareness and be profitable. email-based marketing vehicle and its knock- Further, Helbig joined other retailers who Changes could include increasing the percentage offs. The account was detailed complain about customers of the groupon the merchant receives, limiting the in many outlets, including The who abuse the Groupon rules, number sold, and changing the period for which Washington Post. which state only one grou- the discount is valid, he said. While Groupon and its com- The web pon per customer, and no “A lot of merchants think they’re supposed petitors like Living Social and based gifts. And while Big River suc- to make a ton of money on Groupon,” Nason Yipit has been considered by discount cessfully heeded Groupon’s says. “If we’re doing our job right, we absolutely marketing experts and Wall detailed suggestions to beef make sure it is profitable, and a lot of our Street as the sweetest business craze up staff in preparation for an merchants make this happen. But this is a model in recent years, many is not initial onslaught of custom- marketing expense. This is the most powerful retailers report otherwise. always a ers following the promotion, local marketing tool available because you’re One is Big River Running, bonanza retailers frequently bemoan seeing the exact person who came into your which has three locations in for the the initial rush leaves them store because of your marketing dollars.” the St. Louis area and ran a retailers shorting both new and long- Nason adds that 95 percent of Groupon’s Groupon promotion late sum- time customers when it came merchants say they would run another mer of 2010. The deal went like to attention and service. promotion with the company, and the business this: Customers paid $25 for a For customers who used is growing throughout the U.S. and globally. $50 credit at Big River. They sold 3500, and groupons, Big River’s average ticket price Kris Hartner, however, is skeptical about Groupon and the retailer split the $25, 50-50. increased from the normal $71 to $92 (before the business model in the face of Groupon’s Additionally, Groupon charged Big River a two the groupon was deducted). About 400 of the impending IPO. “I think Grouopn should have percent credit card processing fee on each groupons were never redeemed. All told, the taken the $6 billion when Google offered to buy transaction. While the coupons were on sale for store netted $28,000 on a little over $140,000 it,” he says. “I don’t see a lot of people coming one day, the retailer didn’t receive its full share in sales. It is not clear how many of those sales back.” — Emma Johnson

10 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Footwear Eye

PEOPLE Spira’s Comeback Player

When Jim Tompkins retired from New Balance basketball, running and walking. Tompkins two years ago, he thought he was done with has whittled that down to walking and running the footwear business. Then a friend from the and now has the brand targeting independent shoe business introduced him to Andy Krasfur, retailers, running specialty stores and specialty the founder and CEO of Spira. catalogers and e-tailers. Key accounts include Spira was a nine-year old company that has Zappos, Hammacher Schlemmer, the Active made some ripples in the athletic footwear Sports website and key Foot Solutions franchises. business with what it called “wavespring The next step in building distribution is to technology.” The technology was comprised crack independent shoe stores, like those of lightweight springs that the company Tompkins worked with when he was at New installed in the heel and forefoot of its shoes Balance who opened single branded New that Krasfur said increased energy return, Balance stores. “Those are the retailers who reduced impact and decreased the risk of understand product and can help a brand like energy. The technology was developed by ours tell its story.” Krasfur’s brother, David, and the two initially Tompkins admits Spira is under-distributed launched the company together. But they and would like to at least double its number of had a disagreement which turned into a legal accounts in the next 18 months. The company battle and Andy had to leave the business for has annual revenue of less than $10 million and all of 2006 before returning in 2007 after he Tompkins says Spira’s goal is to get into the borrowed $2 million to buy out his brother and $40 to $50 million annual revenue range within Francis LeVert, another investor. three to four years. The company struggled through all that tumult, Jim Tompkins The company has just shipped four new but Tompkins, who first came on as a consultant running shoes, including The Stinger and The and eventually as president and an investor, issues, but we’ve worked through those.” Genesis X, and has additional models in the believes in the technology and the company’s Tompkins has also focused the company’s pipeline that will ship early next year. future prospects. “That’s why I am here,” efforts on key categories and channels of “The footwear business has been stale,” Tompkins told Footwear Insight. “When I came distribution. When he started consulting, Spira Tompkins said. “As an industry, we’re on board, Spira had some major fit and cosmetic was in a range of categories including work, clutching at buzzwords like wellness and trying to make it work.” During tough economic times, retailers tend to reduce inventory and stand pat, Tompkins said, but “that’s the last thing the industry needs now. Retailers need to try new ideas. That’s where they have experienced success.” Tompkins, who made his reputation in the business as a design and development guy, believes Spira offers a different and viable technology, and has an opportunity to inject some fresh energy into the business. “Spira has a small, loyal cult following,” he said. “We just need to expand the cult.” l

Spring Ahead: New models for next season are aimed at helping Spira expand beyond its small, loyal cult following into more mainstream retail.

The technology is comprised of lightweight springs that are installed in the heel and forefoot of its shoes that increases energy return.

12 • Footwear Insight ~ July/August 2011 footwearinsight.com

RETAIL Many numbers are flying around about the growth of mobile, but this stat, attributed to The Economist, visually stands out in highlighting the importance of building a mobile marketing strategy for your store. Tapping Mobile Apps Every four seconds one child is born and 15 mobile phones are sold. By Naomi Mannino

ccording to Nielsen, there are more than 82 million marketing. “Instead, cash in on larger, proven apps people are mobile phone web users in the U.S. and the June already using on their mobile phones every day. Many are even free 2011 BIGresearch Consumer Intentions & Actions for retailer participation,” advises Schiavone. In the U.S., Nielsen Survey found that 86.3 percent of shoppers surveyed research found that Facebook and Google Maps are the two top-used research products online before heading to the store. apps. Schiavone also advises that before embarking on any further In addition, Americans spend 2.7 hours per day using paid mobile campaigns that retailers Amobile devices for socializing, according to a new study of mobile “Businesses tap free participation Google apps internet use by Ruder Finn. Because of these trends, stores know first: Claim your free place for each they need to be accessible on mobile devices. “My customer’s use should be of your locations on Google Maps and of these is still in its infancy but growing. I’ve already improved my periodically Google Places. Other popular apps used website for mobile, fleshed out my Google Maps, Google Places and searching on smartphones already for socializing Yelp listing, developed a Facebook Page customers use and have even and checking and shopping are Foursquare, Yelp and hired a social media person to take advantage of new ways to reach themselves out.” two new ones Scvngr and Shopkick, all shoppers immediately on their mobile phones. It’s instant impulsive of which incorporate the local, social shopping I can and should control,” says Danny Wasserman, owner of Sheri Koetting, MSLK and mobile aspects of shopping trends Tip Top Shoes in New York City. In a search on the Google Maps app today. Sheri Koetting, co-founder and for “Vibram Five Finger Shoes, New York City” Tip Top Shoes popped chief strategist of the Queens, NY-based design firm MSLK, agrees, up first on the list out of all the sporting goods and athletic shoe giants “The cost of developing your own app can start at $30,000 and small in New York City, so Wasserman is doing something right. local merchants will not find a good return. I advise investing in a You might be thinking you need to create an app of your own to smartphone enabled website, with deep links to specific pages like compete. “You’re too small to stand out with your own mobile app, so products and location, making it easy to be found online.” don’t sink money into creating one,” says Vincent Schiavone, partner Want to get your marketing more mobile, social and local using at Listen Logic, a company that advises large brands on social apps? Check the chart! l

App Name Cost Benefits Features

Google Free & Paid Get Found Locally: The Google Suite of mobile business services is number Google Places and Google Maps are free, so claim your place for each store one in importance if you want people to instantly find popular shoe products and location. Add your website address, specialties, hot brands and lots of pho- specialties at your store instead of a competitor’s store. tos. Google Adwords is paid online and mobile advertising with many options as budget permits. Google’s huge distribution and new integration of Google Offers with Google Wallet provide an easier-than-ever toolbox for consumers to buy and redeem offers.

Foursquare Free Make It Social, Local & Mobile: Foursquare accomplishes all three aspects in Claim your free place for each store location in Foursquare. Create Specials one shopping app that’s free for retailers to participate in. As demonstrated by and Badges, which are rewards and deals for loyal customers who “check Jimmy Choo’s “CatchaChoo” Foursquare campaign, the potential to drive real in” as well as to draw shoppers who are near your location who can also people to a real store is now also very real. see your deals. Check your Venue Stats to track foot traffic, deal popularity and more.

Facebook Free & Paid Cummunicate With Customers: Facebook is in a unique position to put its Create a simple free Facebook Page with lots of photos of hot brands you 157.2 million visitors to work as a powerful marketing tool and number one for sell and update it regularly with sales, events and new footwear trends. Next, customer engagement on a mobile phone for free. Once created, never ignore claim your free page to Facebook Places (or add it) so shoppers can check your Facebook Page, keep updating and adding new products, comments and in through the Facebook app on their mobile phone. Create Facebook Deals photos. Promptly answer customer questions and complaints and be sure your that automatically get shared with friends when purchased. Buy Facebook service is top notch so people are sharing positively and not negatively. Ads to target local customers that include a “Like” link (Facebook Events include an “RSVP” link.) And, you can choose to pay only when people click (CPC) or when they see your ad (CPM).

Yelp Free Get Found And Reviewed: Another free app for retailers to use that more and Check your Yelp listing and be sure you have a complete listing for each loca- more consumers are tapping before they visit a store to check out reviews. tion. If not, create one. Ask happy customers to write up a review. Monitor for negative reviews and answer to them whenever possible via the “add owner comment” button.

Shopkick Under $100 Rewarding In-Store: Loyalty punch cards and wasted marketing dollars on Big retailers like Sports Authority and Target as well as Simon Property Group customers who don’t visit the store are a thing of the past. This app rewards Malls are using this app to encourage repeat customers and reward shoppers customers when in the store detected by a signal box for each store location with “Kicks” (special deals and rewards) just for walking into their stores and that costs under $100 dollars. now smaller merchants can do the same. Small commissions apply for each deal purchased.

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THE FOOTWEAR EVENT

Key Topics for Attendees: Consumer Behavior and Management Tips for a Changing Workforce

From left: Bart Yasso of Runner’s World shared insights on key “archetypes” among running consumers, while Kelly McDonald provided tips on how to manage multiple generations of employees in the same workplace (see related stories below). Jim Dion discussed pricing strategy for retailers; Walt Reynolds gave a lively demonstration on Bareform Running; Jim Falcone of Academy looks on during the Running MBA Program, while Molly O’Keefe of Runner’s World lays out the big picture on the growth in the running business.

Yasso of Runner’s World Paints Picture of Today’s Running Consumers • No problem spending, especially at the Tells attendees that three distinct consumer types have different buying behaviors beginning. • Great target for education and clinics. Product knowledge will create that “aha” There is a great deal of discussion about is “likely to turn to a friend or peer for moment which will spark greater zeal for “the Running consumer,” but today’s running recommendations on shoes, where to shop and running and spending on their new activity. market is actually made up of a number of how to get started with training or routines.” Yasso spent a good deal of his presentation different consumer types with very different “The newbie is least loyal in terms of focused on the working mom runner, who he needs, behaviors and shopping patterns. brands or where they shop,” Yasso told identified by the name Maureen. “Running is an That was the message delivered by Bart the retailers in attendance. “As a result, the important part of her life and ‘getting the run Yasso of Runner’s World at The Footwear newbie may be timid and or intimidated in’ is critical,” Event last month in Chicago. Yasso’s remarks when entering your store for the first time. Yasso said. “She often runs before work came during a special Running MBA program, They could be intimidated by a techy when the sun is just coming up, so this woman which sought to educate retailers in all environment or a run specialty environment is a prime consumer for reflective product.” different channels about the growth in running. where everyone is skinny and a ‘real runner’. Maureen and other working moms are Yasso’s presentation focused on three This is the shopper who truly is the deer in also pressed for time, so her shopping time different consumer types: “the newbie,” the the headlights.” is limited and structured, Yasso said. “She “working mom” and the “health and fitness Yasso’s advice to retailers on serving the is likely to shop for herself when she’s also runner.” newbie: shopping for her kids or husband so she’s as The “newbie,” who Yasso identified by the • Your first goal is to get the newbie into shoes likely to shop in a full-line sports store as she is name of Ned, is “generally motivated to take and maybe a pair of shorts. at run specialty.” Yasso said working moms are up running by a single event, whether it’s a • After that you can sell him or her anything also prime apparel consumers and is likely to doctor’s recommendation, a relationship break- and everything. respond to stores that are easy to shop and do up, a big birthday, or just a look in the mirror.” • Likely to buy gimmicky product and a good job merchandising apparel. Yasso said this newcomer to the sport experiment. Other key points about Maureen, according

16 • Footwear Insight ~ July/August 2011 footwearinsight.com Consumer Behavior and Management Tips for a Changing Workforce

In addition to the well-attended educational sessions at The Footwear Event, the expo floor was teeming with activity throughout the attendees’ time in Chicago. Some of the on-going action from the show floor (from left to right): Talking minimalism at the New Balance booth; showing the line at Clarks; doing some strong shoe business at Dansko; Happy talk at the Alegria booth; comfort meets design at Birkenstock; and looking at cute boots for kids. The Footwear Event expo, which was held at Navy Pier, featured 55 brands in total.

to Yasso: runner, according to Yasso: runners and “article I read.” • “Running provides a strong social connection • 54 percent are in training programs. • Has three pair of shoes in current running with other women. They like to be goal • Three top “most likely to purchase” venues rotation. oriented and training for a race most likely a are run specialty, online and full-line • Top brands are: ASICS, Nike and New Balance. half marathon is a likely goal.” sporting goods. • Very influential to other runners. This is the • 59 percent of half marathoners are women. • Three top influences: salesperson, other runner Ned talks to when getting started. Half marathon is the fastest growing distance race in the country and halfs are good for Generational Differences in the Workplace working moms because they can “fit in” the Managing different age groups was a big topic training for that race. • “Mom” is an important part of working mom. Likely to participate in mother-daughter or How can four different generations work Boomers will say ‘gunshot in Dallas.’ Gen Xers mother-son races. Merchandising around productively side-by-side in today’s workplace? will say ‘plane crash over Martha’s Vineyard,’ and pregnancy-maternity is an opportunity as well. That was the theme of “Come Together,” Gen Yers will say ‘Kennedy Who?’” The Health & Fitness Runner, who Yasso Kelly McDonald’s presentation at The Footwear Workers’ attitudes are shaped by two key referred to as Dick and Jane, is the most likely Event. “This is the first time ever we’ve had four factors, McDonald said. “Parenting style and to shop run specialty. This runner, Yasso said, generations in the workforce at the same time,” information flow – the means by which people engages in other activities and sports, but McDonald said. “People are living longer, so they get information – go a long way toward impacting running is their primary activity. are exiting the workforce at a later age.” how people behave at work.” The health and fitness consumer runs four McDonald identified the four generations as: “The parents of Matures believed children days a week, 20 miles a week, 11 months out of Matures; Boomers; Generation X; Generation Y. should be seen and not heard, so that age the year. “They run to “stay in shape, relieve And she emphasized that the differences group tends to have great respect for authority. stress, have fun” and “do something for myself,” are not so much about age as they are about Boomers were indulged and empowered by Yasso said referring to RW research. the generations that shaped them. “When you their parents, so they carry that attitude into Other significant information about this ask someone how Kennedy died, Matures and the workplace. More than half of the Gen Xers

footwearinsight.com July/August 2011 ~ Footwear Insight • 17 THE FOOTWEAR EVENT

We’re building a better footwear marketplace.

1 2 3 4 5 6 7

The Footwear Event®. Designed with a fresh blueprint featuring content with conversation. And commerce. We’re focused on the footwear 8 9 10 11 12 channel and what makes the most sense for all those in it. Whether your a retailer, vendor or rep. And it’s working. 2011 Number of brands: 27% increase. 2011 Retail Attendance: 32% increase. Our blueprint? Easy access. Keynote speakers. 13 14 15 16 17 18 Business sessions. Complimentary meals. Social gatherings. Expo hours. Better booth designs. W Hotel. Did we mention easy access?

19 20 21 23 24 22 Save the dates. Experience the industry’s best event of the summer. The Footwear Event June 25-27, 2012

25 26 27 28 29 Navy Pier, Chicago

1. Zachary Croft and Sonya Jones, Sikes Children’s Shoes. 2. Jimmy Hall, Dunham’s. 3. Kitty Bollinger and Diana Rowland, Dansko. 4. Sue and Larry Orischak, Foot Solutions Scottsdale 5. Jim Sheridan and Francee Schloesser Cool Comfort Shoes. 6. David and Loretta Mills, Comfortable 31 Soles. 7. Rhonda Sawyer and Leah Hall of The Shoe Crate sandwich Curt Smith of Schnees. 8. Amy Beck, SmartWool and Mercedes Marchand, Sockwell. 9. Bill Golden, Golden Shoes and Meg Scheidler from Ahnu. 10. Curt Munson, Playmakers. 11. Amye Hendesron and Marty Anderson of For more information, contact: Doctor Specified with Stuart Pressman of Sole-utions. 12. Rick Ravel, Karavel and Kitty Bollinger, Dankso. 13. Gary and Ellis Webber Shoe Gallery. 14. The Goldens of Golden Shoes. 15. Stanford Jennings, New Balance16. Benny Hopkins of Sound Feet. 17. Scott Cates and Donnette Ortel of Beth Gordon 949-293-1378 / [email protected] Alegria. 18. Jeanette Riechers and Brenda Baril and Janice Abernathy and Jennifer Smith of Abbadabba. 19. Fit Flop wines on the boat cruise. 20. All aborad for the architectural cruise. 21. Ayelet Lax and Ari Levy, Naot. 22. Andy Krasfur, Spira, Molly O’Keefe and Bart Yasso, Runner’s World. 23. Brian Jones and Curt Munson, Playmakers. 24. Rob Williams, Wesley Shoe Coral. 25. Sam Hassan, The Tannery, Joseph Joseph, VIM, Tarek Mark Sullivan 973-304-1440 / [email protected] Hassak, The Tannery. 26. Barbara and Jack Jensen, Jensen’s. 27. Kevin and Deb Durkin, The Boot Shack 28. Jess Tendrick, Footwear Insight, Beth Gordon The Footwear Event. 29. Phil and Carol Wright, Vernon Powell Shoes and Conrad Strohacker of Conn’s Shoes; 30. Mollie and Kirk 30 32 Brown from Buck’s Shoes with Mike Featherston of ICB. 31. Ted Gilverson of Drew Shoes. 32. Peter Zappala and Chris Cohen of New Balance. come from divorced households, and they were ‘Digital Divide’ is the new Generation Gap.” group grew up with computers in their bedrooms the first generation of latchkey kids because “Matures grew up getting all their information and the Internet at their disposal. “The digital The Footwear Event 2012 will feature an expanded Running MBA program. Exhibitor space is limited. both parents worked. As a result, they are from newspapers and the evening news,” world provides them with the anonymity very self reliant, but slow to trust others.” For McDonald explained. “And if they wanted to and freedom to express their opinions about Gen Y, McDonald said, many were raised by know more than that, they went to the library. everything. They are extremely comfortable with “Helicopter Parents,” who constantly hovered This is a generation that was trained to listen and technology and have been trained from an early over their children “trying to be both their they bring that attitude to work.” age to solve problems and multi-task.” friends and agents.” “These kids have been Meanwhile, McDonald said boomers grew McDonald said that all age groups have raised to feel special all the time. They have little up watching TV and “watching themselves.” strengths and weaknesses in the workplace and experience with frustration, failure and pain.” That made them believe in the “power of understanding their differences is key to making McDonald said “agent parents” of this generation people working together.” As a result of this it all work. “A Boomer manager may question often intercede on their children’s behalf. “I’ve experience, she said this generation prefers why a Gen Y employee wants to leave work early heard stories about parents calling the bosses of face-to-face communication, not computer chats and go to a yoga class. That same employee is their kids to negotiate salaries or complain when or conference calls. Gen X-ers grew up with probably frustrated because his or her boss can’t their kids were fired or disciplined.” computers and cell phones and the ability to open an attachment off an e-mail. They both have How employees process information and use tape TV shows and watch them whenever they points, but if they can better understand where technology is another key difference among the wanted. “This generation got their information in the other is coming from, they’ll have a better thefootwearevent.com generations that impacts workplace behavior. a less controlled, but more private way. They are chance of working more productively together. “Back the 1960s, people used to talk about “The accustomed to being reached at all times. ” It’s not that an y of these behaviors are right or Generation Gap,” McDonald said. “Today, the For Gen Y, McDonald pointed out that this wrong, they’re just different. l

18 • Footwear Insight ~ July/August 2011 footwearinsight.com ® a registered trademark of The Footwear Event

tfe house ad.indd 1 7/11/11 4:56 PM tfe house ad.indd 1 ® a registered trademark of The Footwear Event We’re building a better footwear marketplace. The Footwear Event 2012 will feature an expanded Running MBA program. Exhibitor space is limited. Mark Sullivan 973-304-1440 / [email protected] Beth Gordon 949-293-1378 /[email protected] For more information,contact: Save the dates. dates. the Save Navy Pier, Chicago June 25-27, 2012 The Footwear Event Experience the industry’s best event of the summer. h Fowa Event Footwear The gatherings. Expo hours. Better booth designs. designs. access? easy mention we booth Did Hotel. W Better hours. Expo gatherings. Social meals. Complimentary sessions. speakers. Business Keynote access. Easy blueprint? Our increase. 2011 Retail Attendance: 32% increase. working. it’s And rep. or vendor retailer, a your Whether all it. in for those sense most the makes what and footwear channel the on focused conversation. We’re commerce. with And content featuring blueprint thefootwearevent.com 01 ubr f rns 27% brands: of Number 2011 ® . Designed with a fresh a with Designed 7/11/11 5:12PM TRENDS Photo: Frank James Frank Photo: Remaking an iconic footwear brand is as tricky as walking a balance beam, because to be successful, original style and newfound features must be on equal footing. Hush Puppies and G.H. Bass, two of the more successful casual ShoeLift brands America has ever produced, recently looked to their history to give a contemporary lift to the popular nostalgic styles that have Hush Puppies & G.H. Bass made them prime players in the industry for decades and to propel themselves into upscale markets. Here’s how they did it.

remake history by walking Hush Puppies: When Hush Puppies casually walked onto the scene in 1958, its relaxed nonchalance, epitomized by brushed suede uppers into the 21st century and lightweight crepe soles, stuck out in the crowd of formal footwear. Its long history of success – by mid-1959, a million pair were sold, By Nancy A. Ruhling and today it’s still one of the top five largest global brands of casual footwear – is a hard act to follow.

Some shoes never go out of style. But it’s not because they never change. It’s because they know how to change to meet the stride of each new generation.

G.H. Bass’ Vanessa G.H. Bass’ Linwood Hush Puppies’ Bozeman Part of the limited-edition collection, The classic Weejuns flat strap This men’s wingtip pairs a khaki-washed this classic Weejuns penny loafer penny loafer, part of the limited suede and grey/blue distressed canvas to with beef roll is for women. edition, is for men. create a modern take on a classic.

20 • Footwear Insight ~ July/August 2011 footwearinsight.com Which is why the brand treaded very carefully when it created a It’s a more premium product.” special collection to celebrate the half-century of the classic Hush The collection features high-end materials, modern colors and Puppy, still one of its top-10 sellers. advanced comfort features. “As we move forward, the 1958 collection “Iconic brands have to evolve and be meaningful to the is becoming bigger,” says Cory Haberman, VP-global product consumer,” says Dani Zizak, VP-global marketing for the brand, development. “From a design standpoint, it’s leading the ethos of which sells more than 18 million pair per year around the our brand, it’s the skeleton of our architecture. We’re using the DNA world. “We really focused on fashion and consumer trends to of 1958 to expand our product and our architecture by applying its pull together an iconic and classic collection that is designed to details to the broader collection.” enhance our original product.” The Spring/Summer 2012 women’s styles include metallic nubuck The Hush Puppies 1958 collection, which debuted for Fall 2010 leather and brightly colored fabrics; wrapped leather and signature with a lace-up Oxford and a slip-on, views the brand’s classic trapunto stitching and loafers that show their American spirit with styles “through a current-day lens,” Zizak says. “This is not a brand red, white and blue checkered fabrics. The men’s styles feature repositioning, but we are evolving and willing to embrace the best surprising colors and materials, including washed and brushed parts of the brand. The collection, which retails for $89.90 to $150, is suede and distressed and waxed leather. part of a strategy to move upmarket into the right specialty stores. “We’re choosing leathers with a unique textural quality that, like

Hush Puppies’ Profile Slip On G.H. Bass’ Goshen Hush Puppies’ Keepsake Made of tumbled, soft, environmentally For men, this limited-edition classic A new take on the classic Wayne, this tanned navy nubuck, this men’s shoe Weejuns penny loafer has a beef roll. women’s shoe has an upper of premium is a front runner for comfort. blue nubuck leather and a plaid fabric.

footwearinsight.com July/August 2011 ~ Footwear Insight • 21 TRENDS suede, are soft, supple and hold color well,” Haberman says. “Some Although they are the brand’s most iconic styles, they were not the almost have a nap to them like suede. Suede, which is what the original first. George Henry Bass, a tannery owner, started out by making boots Hush Puppies were made of, is important, but it will be a smaller part for Maine farmers in 1876. He didn’t introduce his first , mod- of what we do.” eled after the ones worn by Native American Indians, until 1906. Hand-worked, hand-applied treatments and embellishments empha- To celebrate the Weejuns’ 2011 milestone, Harbor Wholesale Ltd., a size the concept of an artisan finish, Haberman says, and are paired licensee of Bass brand owner Phillips-Van Huesen Corp., has created a with a “relaxed style and a softer, more minimalistic construction that limited-edition collection of seven styles — four for women and three allows materials to be draped and ruched. Sometimes we don’t include for men. Featuring premium leathers, fashionable colors and quality linings.” finishes, they retail for $109 to $119 and are available from August through the first quarter of 2012. Hush Puppies’ Reminisce “Our goal was to update the upper leather materials and bring for- ward the styling to make them more stylish while keeping the same shape and last,” says Jim McCormick, president of Bass Wholesale. “We wanted to make the leathers more relevant, foot-friendly and more flexible. Traditionally, people like to wear them without , and we didn’t want there to be a break-in period of a couple of weeks as there is with the original style.” The limited-edition collection features distressed and shiny brush- off leathers and new colors, including navy and a burgundy that’s close to the signature hue. Like the originals, they are hand sewn and feature the hammock-for-the-foot construction. Some even retain the “penny The 1958 collection, which Zizak reports is selling well around the keeper” strap that was used in the 1940s and 1950s as a pocket for world, is part of broader plan to raise the brand’s profile in America. dimes, then the cost of a pay phone call. “We’re well known in the United States,” she says, “but we want Hush Puppies to occupy the same plane here as it does on the global level, G.H. Bass’ Women’s Ventura where it’s traded as a premium, quality brand. In the United States, Hush Puppies isn’t as well known for what it represents today.” Zizak says Hush Puppies will continue to collaborate with high-pro- file fashion designers like , who designed an Autumn/Winter 2011 collection that features a tall boot, a chukka, a lace-up, a wingtip, a tap shoe and a ghillie in richly colored “worry-free” suede. The brand also plans to create concept stores in the United States that will join the ranks of the more than 600 it has around the world. “The concept stores highlight the brand in its entirety,” Zizak says, adding that two were recently opened in Montreal and two will be added in the United Kingdom in the next 18 months to two years. “They Bass also gave its other iconic styles – the buck shoe and saddle educate and inform the consumer that there’s more than what they buck – new looks. The traditional tan or taupe suede with brick outsole thought. Our story resonates with the consumer, it’s not just another has given way to an array of outsole colors that McCormick calls “fun.” collection of shoes.” “The response has been good even prior to the 75th anniversary,” As for the 1958 collection, Zizak reports that it’s been selling woofing he adds. “There are very few iconic American brands like Bass, and well around the globe. the consumer recognizes that we’re in a classic fashion trend so we “We’ll continue to focus on Hush Puppies 1958,” Zizak says. “It’s the fit right in.” heart and soul of the brand.” To spread the word about the limited-edition collection, the brand, which is sold in major department stores and independents, including Hush Puppies’ Laze Toe Post FL Nordstrom, Bloomingdale’s, Barneys New York, Urban Outfitters and Free People, reintroduced itself to vendors. “We wanted to create a halo effect,” McCormick says. “We wanted everyone to know that we are back and we are relevant.” It also launched a major public relations initiative, focusing on get- ting coverage in major fashion magazines and onto the feet of celebrity movers and shakers. “We do not have paid endorsers,” McCormick says. “We got to them in various ways. Sometimes it was through their stylists; sometimes they just started wearing them on their own.” So it is that the footwear of Spirit of St. Louis aviator Charles Lindberg and pop superstar Michael Jackson has now found favor with MTV UK host Alexa Chung, Naya Rivera of “Glee,” Kelly Osborne, Ellen G.H. Bass & Co.: Three-quarters of a century ago, George Henry Bass, DeGeneres, Orlando Bloom, Michael Cera and Will Arnett. founder of G.H. Bass & Co., got the bright idea to create the penny Bass also is looking to expand globally. Sold throughout Europe, loafer. Central and South America, Japan and South Africa, the brand is work- In 1936, when this event occurred, there was nothing else like it on ing on distribution in China. the market, and nobody knew that the humble hand-sewn Bass Weejun Collaborations also have been added. In Europe, Tommy Hilfiger moccasin, based on the shoe worn by Norwegians, would become one stores are marketing a classic design that Bass sourced, and in the of the brand’s – and the country’s – signature styles. United States, Rachel Antonoff created a $100 to $150 women’s collec- Today, the Bass Weejun, which gets its name from the mash-up of tion, and Mark McNairy developed a $100 to $150 line for men. “Norwegian-Injun,” refers to three styles -- the penny loafer, the drop “These moves have given the brand more validity and have allowed tassel and the kilty tassel – that remain among the brand’s top three it to go upscale with distribution and to build a better, more efficient sellers. product,” McCormick says. l

22 • Footwear Insight ~ July/August 2011 footwearinsight.com

TRAIL

Light, fast & flexible. Minimalism moves beyond the road and hits the trail. Bright By Cara Griffin Lights

Over the past year, we’ve seen minimalist Merrell barefoot styles. “And we anticipate Traditional outdoor brands such as footwear break through with running the New Balance Minimus, which are Columbia are embracing the minimalist consumers in a big way. And in the next 12 shipping soon, to do really well in the trail trend, too. Columbia’s Spring 2012 trail months, we’re likely to start seeing just how running category.” footwear line focuses on light weight, far-reaching the minimalist movement’s As minimalism moves beyond road dryness and versatile trail performance. impact can be — beyond road running running and lifestyle into trail, light hiking “Our goal is to be as meaningful and to footwear categories such as trail, and multisport, the particular use of the innovative in the outdoor footwear space as multisport, hiking and more. Terms such product is still very much defined by we are in the winter footwear space and the as light, fast and flexible are not new to the consumer. “It’s a style play for some outdoor footwear space is all about the trail the trail category, but brands in this space people,” says Dunn. “I’d say only about 30 segment,” explains Mark Nenow, VP-global are now also increasingly talking about percent of the customers buying barefoot footwear merchandising at Columbia. some very “minimalist” types of design styles are actually running in them and the “Minimalism is trending and that is about features such as “natural movement” and rest are wearing them mostly casually.” lightweight, flexible, and less is more… “minimizing heel drop.” Merrell launched its barefoot styles the paradigm is shifting away from heavy, “Minimalist is taking off in outdoor, to much publicity this past spring and overbuilt and inflexible footwear.” absolutely,” says Chris Dunn, assistant sales have exceeded the company’s high The customer is still leading the way in footwear buyer at Backcountry.com. He expectations, according to Craig Throne, the minimalist movement, Merrell’s Throne notes that shoes selling extremely well at VP-global marketing at Merrell. Merrell believes, and brands are responding. “As we backcountry.com presently include the is expanding its barefoot-inspired shoe all keep making better product that meets offerings in Spring 2012 with new Barefoot needs beyond running more people will be Run road running shoes, Barefoot Train, likely to try the minimalist category,” says New Balance/110 Trail: A minimalist trail runner ideal for race day or a long training run, the 110 features a thin for athletic training, Barefoot Water for Throne. “People get into minimalism in ROCKSTOP plate in the outsole that protects feet from water enthusiasts and Barefoot Life, for “a different ways.” punctures and disperses shock without sacrificing the connected fit and feel in all steps of life.” Acknowledging that Merrell is part of a natural running feel. The 110 is positioned as a shoe for “We launched from our strength, more large history in the industry “of a cushioned those runners looking for a but who aren’t quite ready for a fully barefoot-inspired running experi- of the outdoor angle with trail run and existence,” Throne notes that even outside ence. SRP $79.95 crossing over to road, which was more of its barefoot line, Merrell’s shoes are now running product than we’ve been known for getting lighter and closer to the ground Vasque/Rift: A trail ready multisport shoe, the Rift weighs in at less than 2 pounds, without sacrificing stability or before,” says Throne. “Running started the across the board. “We are surprised at resilience and functions as a lightweight approach shoe. whole minimalist movement. What attracted how quickly consumers are embracing the A lace-to-toe lacing system ensures an ideal fit while the us to the whole concept was getting back change. I think the message is logical to low-profile, triple density mid-sole supplies stability and to nature. But now people are all looking people and consumers get it and understand comfort. SRP $120 for product solutions beyond just running. the science behind it and that human form Brooks/Pure Grit: Part of Brook’s new lightweight Once you go minimal in running you don’t didn’t evolve to run on a big heel.” Pure Project line, the Pure Grit is a lightweight trail shoe want to go back to a built up shoe, so people Of course, not every brand is touting mini- with a hug-your-foot upper and pliable yet protective want footwear for beyond the run. We see mal, and not every consumer is seeking it out. outsole. The one-piece outsole is concave and splays out with pressure. The upper foam conforms to the people extending it into their everyday life But light, fast and flexible are ruling the day for foot. SRP $100 — into other categories of footwear.” Spring 2012 in the trail footwear category. l

footwearinsight.com July/August 2011 ~ Footwear Insight • 25 TRAIL Bright Lights

Inov-8/Terrafly The intermediate trail shoe, available in men’s (the 303) and women’s (the 277) versions, is ideal for road and hard packed trails. It is lightweight, with a more natural option for transitioning back and forth from road to trail. It has a 6 mm toe to heel differential and offers an anatomic fit. SRP $120

Saucony/Peregrine 2 The of this trail blazing shoe is even more minimal in the upper. Using the same platform, it con- tinues to be low profile and offer responsiveness and traction for uneven surfaces. The weight is 9.9 oz (men’s), 8.7 oz (women’s). SRP $100

Tecnica/Dragon XLite Designed as a multi-function shoe, the Dragon XLite offers the durability of a hiker, the precision and agility of an approach shoe and the sole of a running shoe. Going against the minimalist grain, Tecnica’s TRS XLite technology offers forward rolling motion and cushioning, but with a dual density outsole for maximum lightness underfoot. The semi-oversized platform with an effective lug pattern provides ample grip on varied surfaces. The tech is aimed to offer cushioning with great stability along with “best in class lightness.” SRP $115

footwearinsight.com

TRAIL Bright Lights

Brands are now also increasingly talking about some very “minimalist” types of design features such as “natural movement” and “minimizing heel drop.”

Hi-Tec/Harmony Lite Adidas/Terrex Solo GoLite/Dart Lite ASICS/GEL-Fuji Racer Designed for multisport use, the Harmony This light, durable approach shoe has Engineered for trail running. the Dart This new style debuts as the light- Lite has a premium, durable suede and a high-traction outsole toe and coat- Lite has a zero drop last — promoting a est shoe in the ASICS trail line. It is mesh upper, bespoke Italian-designed ed midsole for durability. It also fea- natural stride. It also has a fully breath- designed to provide excellent fit with webbing and a moisture-wicking lining. tures adiPrene and a forefoot protection able mesh and synthetic upper and a a breathable, lightweight upper and It also features an anti-odor, antimicro- plate for safety and comfort on extreme dual density EVA midsole. It features features a water drainage system in the bial OrthoLite liner and contoured approaches. The high abrasion mesh RockAbsorber Technology for protec- outsole. SRP $110 midsole with a Vibram outsole. SRP $100 upper offers extra durability. SRP $110 tion, a PreciseFit System and a Sticky Gecko Sole for traction. SRP $110

As minimalism moves beyond road running and lifestyle into trail, light hiking and multisport, the particular use of the product is still very much defined by the consumer.

Kigo/drive Teva/ReForge ion-mask Salomon/Synapse Scarpa/Spark The drive is a laced unisex shoe engi- Part of Teva’s Mainline Collection, this The Synapse is a natural motion hiking At 9.5 oz, the Spark is Scarpa’s lightest neered for active wear including running, multi-sport shoe caters to traditional out- shoe that offers the protection and stabil- trail-running shoe, a race-ready shoe hiking, walking, cross fit, paddle and gym door enthusiasts who hike, kayak, camp, ity of a hiking shoe and the lightness and embodying its “mountain minimal” con- wear. Weighing in at four ounces with a climb and raft. The ReForge is a men’s- intuitive motion of a trail running shoe. cept of stripping things down to the zero drop outsole and a 2 mm flexible only style. Water drains through the The RX Motion ride technology includes basics yet providing an appropriate level outsole, the barefoot-inspired shoe is midsole’s Drain Frame channels and the multidirectional grip and natural motion. of protection. Along with a low-profile flexible and superlight. SRP $91 ion-mask-treated upper shrugs off water The Seamless Sensifit wraps the foot midsole, the Spark employs a high- droplets. SRP $130 with a precise and secure fit. SRP $120 tensile fabric forefoot strike plate and recycled content materials. SRP $115

Traditional outdoor brands such as Columbia are embracing the minimalist trend, too. Columbia’s Spring 2012 trail footwear line focuses on light weight, dryness and versatile trail performance.

Columbia/Powerdrain Merrell/Rapid Glove Stem/Natural Origins ECCO/BIOM Trail This lightweight, multi-use shoe has a Merrell is expanding its barefoot collec- Newcomer Stem Footwear makes zero drop The natural motion trail shoe’s anatomi- combination mesh, TPU and EVA upper tion in Spring 2012 to include a variety of minimalist shoes featuring outsoles made cal last shape offers flexibility for foot with a TPU cap overlay. Its Techlite midsole new running, training, lifestyle and water of a special air-injected rubber compound muscle activation and ground adaption. features drainage ports in the heel and shoes. The Rapid Glove is a slip on with which is designed to offer a true barefoot The rubber outsole is rugged for perfect forefoot and a fully drainable footbed. The an adjustable in-step webbing strap for experience. The thin and flexible outsole grip in any terrain. Available in a Yak outsole is siped with Omni-Grip wet grip a precise fit. allows for optimum ground feel and unre- and textile version. SRP $ 200 (leather) rubber lugs for traction. SRP $95 stricted movement. The extra wide toebox $175 (textile) and fit of the shoe accounts for the natural expansion of the foot upon ground contact.

28 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Dansko Volley printed canvas in red palm frond; Wrapped Professional in multi-stripe. let there be Lifestyle

Lifestyles come in all shapes and sizes. There are Lifestyles of The Rich and Famous. There are active lifestyles, rugged lifestyles, surf and beach lifestyles and there is everything in between. Spring ’12 footwear is the same way. There are fabulous fashionable (but comfortable) shoes. There is footwear appropriate for the hitting the trails or hanging around the campsite and there are other styles more suited for sitting in a coffee shop and contemplating the state of the universe, which could be better, but could also be far worse (kind of like the shoe business actually).

footwearinsight.com July/August 2011 ~ Footwear Insight • 31 The Outdoor Lifestyle Spring ’12 is full of color, function and life.

JAMBU JAMBU JAMBU CHACO The Bath The Barefoot The Water Evo The Updraft

ECCO K-SWISS K-SWISS PATAGONIA BIOM Trail Blade Max Glide Women’s Blade Max Stable Men’s Cragmaster

KEEN AHNU MERRELL MERRELL The Turia Sandal The Sausalito The Dash Glove The Rapid Glove

KEEN The Ambler Mesh

OBOZ MERRELL The Mystic Low Women’s The Rollout

32 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Stylish Lifestyle The feminine touch is evident in these sleek silhouettes.

DANSKO EARTHIES CUSHE AETREX Dani in black burnished full grain Amalfi The Clover Peep Toes, Essence Collection

SANITA NAOT SANITA SANITA The Alberte The Peace Mirror The Naja The Tetris

El Naturalista NAOT ALEGRIA ALEGRIA The Campos Ella The Trovador The Tuscany The Kleo

EL NATURALISTA MERRELL MEPHISTO Kalso Earth Cork Oak collection Evera The Prudy The Empire

34 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Active, But Comfortable, Lifestyle On a boat, on a trail or in the office, good looks mix with performance.

Ahnu SANUK MEPHISTO MEPHISTO The Bryant Canvas The Anthem The Cheston for men The Peria

SEBAGO SEBAGO SEBAGO WOLKY Triggs Chukka The Catch in Brown The Spinnaker The Passion

CHACO CUSHE The Vade The Evo

CHACO OBOZ The Todhino The Beartooth

36 • Footwear Insight ~ July/August 2011 footwearinsight.com

The Toe-Showing Lifestyle Spring’s favorite silhouette allows toes to roam free.

ALEGRIA Alegria BIRKENSTOCK BIRKENSTOCK Cha-Cha Baliwood Granada Turquoise Larissa Habana

PATAGONIA SANUK KEEN MEPHISTO The Reflip The Chubby Emerald City Toe Wrap The Delfine

ORTHAHEEL From left: Aurora, Layla, Lola and Talia

38 • Footwear Insight ~ July/August 2011 footwearinsight.com ADVERTISEMENT

The Jackie

The Jackie is Ahnu’s celebration of today’s woman and the many roles she plays as a true “Jack of All Trades.” Featuring Numentum™ Commute technology - a neutral positioning system that keeps you balanced and encourages your foot’s natural biomechanics for all day, go anywhere comfort. www.ahnu.com

Ahnu Brand Insight.indd 1 7/11/11 9:03 AM TREND INSIGHT

How minimalism figures into the product Less Shoe, More Sales mix

he phone has been ringing off the hook at the Cinncinati based up 9 percent through the end of April, and Stahura credits buzz around running shop Bob Ronker’s Running Spot, and about one in minimalist shoes with spurring sales in an uncertain economy. “The attention three of those calls are inquiries about minimalist or barefoot around minimalist product is generating not only sales, but also more attention style running shoes, “specifically Vibram Five Fingers, but and conversation about running in general. And we believe it is driving others like Newton, Merrell, , New Balance and Nike new participants to the sport, and new shoppers into run specialty retail,” as well,” according to Chris Reis, store manager at the retailer’s she explains. According to the RetailTRAK sales figures, minimalist shoes TO’Bryonville, OH location. Reis, who has been with the company for five generated over $13 million in sales for the channel through the end of April, years, believes that the recent attention garnered from the minimalist shoe accounting for 8 percent of all shoes sold and nearly all of the 7% sales growth movement is healthy for runners and the running industry alike, and he is not for the shoe category so far this year. Sales of minimalist shoes were up almost the only one who thinks so. 300 percent, or $10 million from the same period in 2010, while all other shoes The minimalist footwear movement has become a nationwide phenomenon, were up less than 1 percent, or about $1.2 million for the same period. “There creating unprecedented buzz for the running industry. Boulder, CO based is the potential for minimalist footwear to eat into sales from other types of market research company, Leisure Trends Group, has tracked the emerging shoes, but the overall category growth is still there,” states Stahura. trend for several years, both in run specialty and at outdoor retail. LTG The high demand keeps minimalist product moving out the door at a rapid Retail Analyst Liz Stahura notes, “while Vibram, with its unique story and pace and allows retailers to maintain better than average margin for the unmistakable design, has garnered a large share of media attention and retail product. So far in 2011, the average margin for a minimalist shoe is 46 percent, sales, plenty of other brands have successfully entered the minimalist space in three points above the average margin for all other shoes sold at run specialty 2011.” According to the 2011 Leisure Trends Group Run Specialty RetailTRAK, retail (43 percent). While inventory was an issue for retailers last year with so far in 2011, at least 19 brands are selling one or more minimalist shoe many retailers scrambling to get a hold of product, 2011 has seen significant model at run specialty, up from about 10 last year at this time. Approximately inventory ramp up. 146 different minimal shoe styles (men’s, women’s, and junior versions are At the end of April, inventory was up over 260 percent for minimalist, counted separately) have sold, up from about 70 last year at this time. while dropping 2 percent for all other shoes. Minimalist sales kept pace with In a year full of economic ups and downs, overall run specialty sales were increased inventory; sell through was up three points to 68 percent for the

Minimalist Shoe Unit Sales Units Sold at Running Specialty Retail

180 6,000

160

5,000

140 (in thousands) 2011

120 4,000 Inventory Units Units Sold

100

3,000 80 2010

60 2,000 2009 2008 40

1,000 20

January 2008 April 2011 January December

40 • Footwear Insight ~ July/August 2011 footwearinsight.com Year to Date Run Specialty Shoes Sold Non-Minimalist / 1,749,885 (92%)

Minimalist / 151,638 (8%) 46.0%

period. Further proof that demand is keeping pace with supply: annualized turn jumped from 3.0 last year at this time to 3.7, representing a 25 percent increase. Year to Date Average Margin “The fact that retailers are seeing faster turns along with the significant increase in inventory suggests that demand was outpacing supply in 2010 and remains 43.4% strong in 2011,” says Stahura. Reis agrees that the attention is bringing in new customers, and generating interest that reaches beyond their store’s existing customer base. “In many cases 42.6% they are new to running or not runners at all. We also get calls from out of state, people asking us if we have specific styles or sizes.” While backlash due to misuse remains a concern, retailers and brands focus on educating their customers to minimize overuse injuries. “Everybody is pushing the education piece, says Reis. “It is almost a liability. I am not sending someone out the door in a pair of barefoot style shoes thinking that they can replace their existing shoes. We tell those that are starting out that these are a supplement to your other shoes — not your only shoes. They are not the only thing you should run in right away.” Stahura notes that while the minimalist frenzy may not last forever, its positive impact on the run specialty industry has far reaching potential. “We 39.7% are looking at an opportunity to grow the overall business, generate excitement for the sport, and gain participants which is always a positive,” she says. Reis sums it up perfectly when he comments, “If you get that light bulb to go off for Road Race Trail Mimimalist someone and get the form stuff to click — if you can be the store that gets that for them, you will have a customer for life.” l Non-minimalist

Left to Right: Newton Terra Momentus, Brooks Green Silence, Merrell Pace Glove, New Balance Minimus, Faas, Saucony Kinvara and Nike Free.

2008 2009 2010 YTD 2011 (Jan-Apr)

Minimalist Excluded 99.34% 98.77% 95.25% 92.03%

Minimalist Only 0.66% 1.23% 4.75% 7.97% Percent Shoes Sold All Shoes 100% 100% 100% 100%

2008 2009 2010 YTD 2011 (Jan-Apr)

Minimalist Excluded 4,477,655 4,675,515 5,071,054 1,749,885

Minimalist Only 29,874 58,318 252,927 151,638 Actual

Shoes Sold All Shoes 4,507,529 4,733,833 5,323,982 1,901,523

Trend InsightTM is a feature in Footwear Insight that includes consumer research and retail point-of-sale data from The Leisure Trends Group. Data in this issue’s report are based off of Leisure Trends Group’s LeisureTRAK® report. The LeisureTRAK report is developed from a quarterly poll of 1000 American adults ages 16 and over. The results are projectable to the U.S. population. With over 20 years of historical data, the LeisureTRAK report is the definitive source for information about Americans at play. For more information on Leisure Trends Group or its LeisureTRAK report contact Julia Day at 303-786-7900 ext. 107 or [email protected]. For additional information on Trend Insight, contact Jeff Nott at 516-305-4711 or [email protected].

footwearinsight.com July/August 2011 ~ Footwear Insight • 41 A Special Report to Footwear Insight • July/August 2011 THE BOOT BOOK WORK BOOTS GEAR UP 2011 is the year of the hard-working, good-looking, 24/7 uber boot

Georgia Boot’s Diamond Trax

oot brands are working extra hard these days to design footwear that striking accent colors in strategic spots or adding colors to the standard black and goes to the head of its class. When describing what wearers want, they brown lineup. use words like “durable,” “dependable,” “comfortable” and “versatile.” But 3. Is It a Shoe? Is It a Boot? No, it’s Super Boot. Increasingly, you can’t tell a boot Bhow do these words translate into insoles and outsoles? As this edition of from a shoe. A new generation of wearers, used to running the world in sneakers, the Boot Book illustrates, the answers are being fueled by a host of factors. is demanding a lighter, more athletic look for work and outdoor boots and expects 1. Custom Comfort Right Out of the Box. Hi-tech features allow the wearer to this new breed of footwear to do double, even triple duty both on and off the job. adjust the boot to fit like a glove, and wider toes and narrower heels provide a 4. The Hi-Tech Track. Boots now come fully loaded with a plethora of patented James Frank Photo: better fit. More brands are making women-specific sizes and styles. proprietary systems. Special linings wick away moisture; gel pads and cushions 2. Fashion Puts Its Best Foot Forward. Work boots aren’t exactly ready for a provide comfort; slip-free lug patterns eat dirt; dials and rockers provide a strut down the catwalk, but they are getting more stylish. Some are walking back custom-like fit; and new materials like ion-Mask create full-proof waterproofing. to their retro roots or evoking the wild, wild West; others are placing splashes of – Nancy A. Ruhling

THE BOOT BOOK Top-Treading Trends > Boots get their legs with comfort, style and hi-tech features

1. Altama’s Desert EXO, created for protection as our consumers in Northern light-duty military/tactical missions, is Alaska, Fort Mac Alberta or Eastern made of tan desert suede and air mesh to Russia, but no one wants cold feet,” says 1 blend in with the sand. Mark Ducharme, industrial sales manager. “This boot has evolved from the popular “This boot keeps feet warm without the Original Desert EXOSpeed and EXOSpeed bulk of a traditional winter boot. II styles that were introduced in 2006 and 2009,” says Jami McCord, marketing and 3. Bates’ Delta-9 Desert Tan, e-commerce manager. “Each aspect of designed for work, uniform and military this boot has been refined to create the applications in multi-terrain environ- most desirable tactical style.” ments, utilizes the brand’s new iCS Today’s wearers expect lightweight comfort technology. comfort and athletic design, and the With iCS, the wearer simply turns new EXO is as light as it looks – there’s a disc to swiftly switch between four no metal construction. Approved for comfort zones – firm, outward, cushion 2 wear with the U.S. Army uniform, it has and inward. The boot also has a slip- a suede-cushioned collar that keeps resistant Vibram Mutant rubber outsole bloused pants in place. Its removable whose lug design provides increased innersole, a multi-cushioned orthotic, traction, a stain-resistant, Scotchguard- provides extra comfort and fit. protected Warrior Leather upper, plus a Add to this EXO lug-patterned soles, full-cushion ethylene vinyl acetate foot- dual-zone wicking and breathable air bed and gel forepart pad that provide mesh, a slip-, acid- and oil-resistant and added cushioning. non-marking rubber outsole, molded “The proprietary technology sets this ethylene vinyl acetate midsole and nylon boot apart,” says Andrew Fowler, director speed laces, and it’s a real trooper. of sales. “Our consumers desire light- 3 weight, comfort and durability when it 2. Baffin’s Premium Worker Hi-Viz has comes to on-duty and off-duty footwear. turned up the temperature on a brand We created this boot with features that whose boots work in the coldest places meet those demands.” on the planet. Designed for cold-weather or cold-stor- 4. Blundstone’s BL560, a lifestyle and age wear, the full-grain leather, water- work boot, is the “warm and dry” version proof boot’s non-metallic hardware, of the brand’s classic pull-on. safety toe and puncture-proof plate It comes equipped with a thinsulate lin- make it ideal for airport and public ing, waterproof leather and gore, oil- and utility workers. acid-resistant thermoplastic polyurethane Features of the eight-inch industrial outsole and a natural shearling insole boot include a lightweight polyurethane that’s removable. midsole that wraps the foundation of the “Blundstone is known worldwide as foot; Icepaw outsole pads for traction the original pull-on work and lifestyle 4 on ice; extra wide toe box for comfort; boot,” says Tim Engel, vice president, B-tek insulation that keeps feet warm in sales. “More and more brands are com- temperatures as low as minus-22 degrees ing out with laceless pull-on boots, and Fahrenheit; Hi-Viz accents for increased Blundstone is proud to be known as the visibility and safety; and Gelflex pads original. As we like to say, ‘Often copied, 5 that shield high-impact areas like the never duplicated.’” heel spur and metatarsal. Available in black or brown, it meets Canadian 5. Bogs’ Industrial Chukka, in steel-toe Standards Association and ASTM and non-steel-toe versions and a slip-on standards for impact, puncture and style, is the ideal worker: It’s designed to electric shock resistance. show up early, stay late and never “Not everyone needs the same call in sick.

44 • A Special Report to Footwear Insight ~ July/August 2011

THE BOOT BOOK

The Industrial Chukka, which has a ing it a better return on investment. They are 6 durable, hand-lasted rubber upper with willing to pay more for quality since they will waterproof Neo-Tech and Airmesh insulation, be using these boots every day.” comes with a host of hi-tech features. They include the brand’s Channel Air system that 8. Dickies’ Heritage 6013 and 6023, six- maximizes air flow and wicks away moisture, inch steel-toe and soft-toe electrical-hazard an Ortholite insole and an ASTM-approved work boots, bring the past up to date. chemical- and slip-resistant non-marking Made of premium, full-grain saddle and self-cleaning deep-lug outsole. The con- brown textured leather with antique brass toured fit includes a wider and nar- hardware and a heat-embossed Dickies rower heel for comfort. logo, this boot looks as good as it works “Our Chukka allows anyone to stay and feels. There’s a padded collar and comfortable in the most uncomfortable tongue for added comfort and a rubber conditions,” says Bill Combs, founder heel guard for extra stability and protec- and president. “Our steel toe actually tion. The industrial rubber outsole, which keeps feet warm, even in sub-zero condi- uses a traditional welted construction, is tions. Add in superior traction and high oil- and slip-resistant. Fully lined with mois- shafts to protect against chemical splashes ture-wicking performance fabric, the boot with 100 percent waterproof protection, and also has a removable memory foam insole. 7 you’ve got a boot that works as hard as the “Features that speak to the heritage guys who need them do.” or longevity of the brand are popular, as are technical features,” says Jeff Huckle, 6. Cat’s Grist, a pull-on waterproof work product manager. boot, expands the brand’s use of Flexion, which moves with the body and feet, 9. Harley-Davidson Footwear’s Sirocco, reducing fatigue. a performance riding and street-wear boot, “Flexion, which we debuted in 2010, is our literally plugs into the latest technology with most successful technology launch to date,” a state-of-the-art heater. 8 says Kelly Ballou, marketing manager. “It The battery-charged heater in the boot’s works around the natural shapes of the foot forepart radiates heat from the sole up, using biomechanics and ergonomics to keep helping keep feet warm on long rides. The the foot aligned along its natural gait cycle. removable charger, which has three settings, Flexion provides out-of-the-box comfort. provides 3.5 to seven hours of heat after a Your feet feel as good at the end of the 4.5-hour charge via a jack in the boot’s back. day as they do at the beginning.” The Sirocco, a classic lace-up motorcycle The Grist, which sports classic silhouette with a slightly more aggressive Wellington styling, is a work beast. It tread, also features a waterproof full-grain has an ASTM steel toe, slip-resistant leather upper and Hydro-Guard waterproof outsole, electrical hazard protection, membrane lining and a slip-, abrasion- and waterproof upper of full-grain leather plus oil-resistant Vibram outsole. synthetic, nylon mesh lining, removable eth- “This is the first boot in our arsenal to 9 ylene vinyl acetate sock liner and a molded incorporate the ThermalBed Technology,” polyurethane midsole. says Hobie Burgnon, VP-sales. “The chal- lenge for us is to create styles that improve 7. Danner’s Workman GTX, a steel-shank the riding experience without alienating the leather work boot that weighs in at only 64 wearer. The Sirocco, which is undeniably ounces, is a study in rugged refinement. Harley-Davidson in heritage and aesthetics, Its breathable Gore-Tex waterproof liner does this.” stays dry even in extreme conditions; its full-grain leather is comfortable and dura- 10. Hi-Tec’s V-Lite Mt. Nevis II WPi, a ble; its stitchdown construction provides a men’s lightweight hiker, is equipped with a wider platform for stability; and its Vibram slew of best-foot-forward technical features. Duralogical outsole fights fatigue. In addition to Hi-Tec’s signature ion-Mask It’s available in six-inch and eight-inch waterproofing technology, the V-Lite has a styles. The steel-toe version meets or moisture-wicking lining, comfort-Tec sock 10 exceeds ASTM standards for electrical liner, Stabila-Flex bi-fit board that eliminates hazard footwear. the need for a heavy steel shank, compres- “Reliability and high durability are impor- sion-molded ethylene vinyl acetate midsole tant to our customers,” says Laurie Shaw, and high-traction outsole. marketing director. “They want products “They are called V-Lite because the ver- that can be recrafted; with these boots, the tical build concept strips away as much outsoles can be replaced, the leather can be weight as possible without sacrificing per- reworked and the seams can be restitched, formance or durability attributes,” says CEO stretching the lifespan of the boot and mak- Bill Berta. “No specific technology can be

46 • A Special Report to Footwear Insight ~ July/August 2011

THE BOOT BOOK

11 credited for the light weight of these boots. and wheat colors. It’s the combination of innovative materi- “The Tacoma is a modern take on a clas- als, construction and experience of over 30 sic that fulfills everything Keen holds dear years in the industry.” — a work boot that stands on its own,” says The two color combinations of the mesh Kevin Kious, sales manager. “But when it and suede uppers – olive/taupe/Dijon and comes down to working, it has you cov- smokey brown/taupe/saffron – make them ered.” catwalk contenders. 14. Kodiak’s Rebel, a steel-toe, electrical 11. Justin Original Workboots No. 434, a hazard industrial safety boot, offers a light- six-inch non-steel-toe rugged tan gaucho weight profile and contemporary style. handcrafted in America, is a real work horse. The boot, which has a smoke-color Part of the J-Max collection of work nubuck leather upper with abrasion-resistant 12 boots, it’s designed to go the extra mile nylon panels, is available as six-inch and through hours of grueling, physically strain- eight-inch styles. It meets or exceeds ASTM ing work. Its insole features special systems and Canadian Standards Association stan- for comfort and freedom of movement, dards for impact, compression and puncture low-impact, lightweight, flexible gel-cushion resistance. inserts, a padded collar and tongue and a Features include a high-frequency molded 13 lining to keep feet dry. leather heel guard and stability strap; rein- The soles are equipped with lad- forced rubber bottom eyestay; abrasion- der grips and Elastomer pads to resistant rubber toe guard, patented padded increase abrasion resistance and anatomical tongue; anatomical wide-fitting slip resistance. last, removable anti-fatigue footbed with “These boots incorporate industry- energy-transfer heel and forefoot pads; leading technology with quality, long-lasting lightweight direct-injected polyurethane materials for best-in-class footwear,” says midsole; and a thermoplastic polyurethane Brandon Barker, brand manager. outsole with a slip-resistant tread design. “The Rebel offers exceptional styling 12. Kamik’s Jennifer, a performance with all of the key safety components at a lifestyle rain boot, combines fashion and great value,” says Erron Sorensen, senior function in lightweight, colorful footwear. VP-sales. Canadian-made, Jennifer is 100 percent waterproof and 100 percent recyclable. It’s 15. LaCrosse’s Alpha Mudlite, an easy- made of rubber helium. Rubber helium, the on/easy-off rubber work boot, is a stickler brand’s proprietary product, is PVC-free, for mud. feels like natural rubber, keeps its form The lightweight oil- and slip-resistant and traction in cold weather and is much boot, rubber over naturally insulating neo- lighter than rubber. prene, is made of a bi-directional abra- “Kamik is one of the last if not only com- sion- and puncture-resistant upper mate- panies that can say that it still manufactur- rial and has a removable ethylene vinyl ers in North America,” says Catherine Cook, acetate footbed and a rubber-cup outsole 14 marketing director. “Comfort and lightweight with built-in floatable rubber midsole. Its boots are very important to our customers.” steel-toe versions comply with ASTM elec- trical hazard standards. 13. Keen Utility’s Tacoma is designed to “Many boots in this category offer a few work on work days and weekends, too. of these features,” says Laurie Shaw, mar- Made with a waterproof nubuck keting director. “But Mudlite was created to leather upper, the Tacoma’s distinc- be the boot in our line that has it all.” tive silhouette and style set it apart as do its hi-tech features, which include a 16. Magnum USA’s Sidewinder HPi in KeenDry waterproof, breathable membrane MultiCam, a military boot designed particu- and a Dri-Lex lining that has two-zone com- larly for Special Forces in Afghanistan and fort technology that allows moisture out but Iraq, also transitions to the hunting and out- never in. Its Goodyear welted construction doors market. makes it flexible and durable, and its oil- In development for more than a year 15 and slip-resistant non-marking rubber sole with the help of American, British and make it good to go on any surface. Southern Hemisphere Special Forces per- Keen Utility’s patented left and right sonnel, this tactical/military/outdoors boot asymmetrical steel toes, whose contoured is the first fully camouflaged boot, from shapes provide superior lightweight protec- the tip of its top to its sole. It is built for tion, meet American National Standards high-terrain mountain operations and the Institute requirements for electrical hazard harshest environments. protection and open circuits. It’s available “There was a tremendous need for with or without steel toes in black, brown a fully camouflaged boot,” says Alexis

48 • A Special Report to Footwear Insight ~ July/August 2011 Nascimento, public relations manager. “No available in Lake Green, Carbon and a new 16 one else is addressing this need in the mar- Mossy Oak BreakUp, make the hiker per- ketplace. Nothing in nature is black – and fect for outdoor and causal . in sniper training, one of the first rules of thumb is to look for boots on the ground. 19. Rocky Boots’ Long Range Work Full camo, including the soles of our boots, Boot stays a step ahead with combined will indeed save soldiers’ lives. In the past, technologies. snipers would spray paint the bottoms of Its Long Range X Peak Performance their boots, which wears off during time.” System has 10 highly engineered compo- Featuring ion-Mask technology, which nents ranging from a removable, recyclable, makes it impervious to water and other odor-resistant footbed that has dual-density liquids, the MultiCam has a locking cleat cushion and air flow chambers and a life- in the sixth position that prevents loosen- time guarantee to the Stabili-Shank, a ing of laces; a Tec Tuff leather toe that is patented design for arch support and edge- 17 made from specially treated leather and to-edge lateral stability. The boot also has is 100 times more abrasion-resistant than a breathable, waterproof membrane and an standard leather; the hardest durometer ASTM-approved aluminum safety toe that Vibram rubber soles to prevent cuts; and is lighter than steel. an OrthoLite footbed designed exclusively “The Long Range utilizes technology for Magnum and military use. The boot is no other work brand is using,” says Steve designed to carry 175 pounds on top of the Graham, marketing manager. “Many of its wearer’s body weight for a year in combat. features are the first to appear in the foot- wear market and are truly one of a kind in 17. Mountrek’s Dylan Field casual men’s the industry.” boot is a functional, fashionable water- 18 proof chukka that’s made to work the 20. Salomon’s Quest 4D GTX is a light after-sports shift. and fast yet fully loaded backpacking and It has a lightweight and flexible poly- tactical boot that also may be worn in the urethane and rubber outsole for shock everyday workplace. absorption, plus a minimal compression It finds its comfort zone via the brand’s set. Its duel-density contoured open-cell most advanced trail-running technologies. foam insole has a thermoplastic urethane These include the contragrip, a mix of heel and shank support. In addition, it compound, lug geometry and density that sports 360-degree protective rubber fox- provides great grip and durability, and a ing and speed lacing. 4DChassis that applies cushioning, stability “Chukka boots are a trend right now and and all-mountain traction through trail-run- have timeless styling,” says Donna Colella, ning design applied to trekking. A Gore-Tex brand manager. “These are easy-to-wear waterproof bootie construction, heel foam, casuals that have built-in function.” waterproof split suede leather, a protective 19 rubber toe cap and gusseted tongue round 18. Muck Boot’s Excursion Hiker, a out its features. lightweight, rugged, casual, 100 percent “The Quest uses cutting-edge technology waterproof hiker for the outdoor enthusiast, to make boots lighter and faster without is designed to keep feet and boot together compromising protection and stability,” even in the stickiest situations. says Lauren Barra, product category man- Its cinch lace cord lock, laminated to ager. “It has a sleek profile and fashion- its five-millimeter neoprene upper, gives a forward colorways, including ones that are snug ankle fit. The lower part of the boot women-specific.” 20 protects the foot with armored rubber, and the new Radial outsole is made of light- 21. Tecnica’s Max Hiker Mid GTX is a weight rubber in a horizontal- pat- fast-hiking boot that combines comfort and tern that helps shed debris quickly. It also versatility with top-of-the-mountain trekking features a cushioned ethylene vinyl acetate performance. midsole, a breathable moisture-wicking lin- Its Tecnica Rolling System Max oversize ing and an Achilles footbed for more shock technology makes it 25 percent lighter absorption. What’s more, it keeps feet yet gives it 100 percent more cushioning comfortable in temperatures ranging from volume for all-day comfort every day. The sub-freezing to 85 degrees. Vibram sole provides a great grip, and GTX “It offers the most extreme comfort you adds comfort and waterproofness. 21 can find in this category,” says product “Oversize sports equipment has long manager Ari Mintz. “And the boots secure been proven to enhance performance,” protection from wet, snowy or muddy days says Tom Berry, VP-global sales and mar- and will stay in place when walking on keting. “It makes sense to incorporate it uneven terrain.” into footwear. Much like a mountain bike Its neutral two-color upper and bottom, versus a road bike, TRS Max makes sense

A Special Report to Footwear Insight ~ July/August 2011 • 49 THE BOOT BOOK

23

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for trail shoes. Studies have shown that TRS Max users use 13 per- cent less energy and experience up to 7 percent less force impact.”

22. Terra’s Marauder, a work/construction/industrial boot 24 months in development, is the brand’s first completely metal-free eight-incher. The boot, made in Canada, features a direct-injected rubber outsole that kicks away debris and foreign objects and has an aggressive-lug, slip-resistant tread pattern designed to decrease slips and falls. The boot also has a lightweight, direct-injected shock-absorbing polyurethane midsole with a toe bumper, a premium full-grain waterproof leather upper and a CLEANFeet Treated, moisture-wicking Aerospacer lining. “The Marauder series outsole takes inspiration from the military, inno- vation from athletic footwear and incorporates our manufacturing exper- tise,” says Erron Sorensen, senior VP-sales. “This boot represents our most significant breakthrough in the design and manufacture of safety footwear in Canada.”

23. Timberland’s Mountain Athletics LiteTrace Mid Waterproof, a men’s multi-sport, takes a giant step into the lightweight category. Weighing in at only 12.5 ounces, it’s the brand’s lightest design. In a stylish bold orange, it offers the attributes of a traditional hiker and the comfort of a sneaker. The boot, essentially only a membrane, eliminates layers to create a close-to-the-foot waterproof shell, and its Pebax foam heel is 20 percent lighter than ethylene vinyl acetate and more durable. The green rubber outsole, made of 42 percent recycled rubber, is designed for traction and durability on trails. “Traditional multi-sport boots are still heavy compared to other types of active footwear,” says Gregg Duffy, senior director of outdoor perfor- mance. “We’re the first brand to use Prebax in a multi-sport.” Duffy says Timberland created this boot because “we are literally see- ing consumers on the trails hiking in their sneakers — they’re not getting what they need in the multi-sport category.”

24. Timberland Pro’s Helix six-inch Composite Toe is a lightweight full-grain leather industrial work boot that can stand on its own two feet for hours on end. It gets its lasting power from the brand’s Anti-Fatigue Technology — molded, inverted cones that support, collapse and return in key pressure zones. A roomy, composite safety toe provides lightweight protection and comfort; a waterproof membrane keeps feet dry; and a slip-resistant lugged outsole enhances traction. “The Helix provides lightweight comfort and support without sacrificing 26

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protection, a rare combination to find in the industrial footwear category,” says Jim O’Connor, senior director of product and marketing. “It also negates the need for companies to provide expensive anti-fatigue mats that can pose dangerous tripping hazards.”

25. TrekSta’s Evolution Mid GTX, a hiking boot with men’s and women’s versions, gets its traction by treading lightly while staying in the comfort zone. The brand’s nestFIT design, which resembles the foot, increases comfort and cushion response while eliminating hot spots. The sole fea- tures HyperGrip and IceLock rubber compounds. “Out nestFIT offers a fit and concept that has never been produced and gives the feeling of a semi-custom fit right out of the box,” says Mike Barker, sales coordinator. “Also, we made sure to use the lightest material possible while still including the necessary support structure for carrying a 40-plus-pound pack on varying terrain.”

26. Vasque’s Talus WP, a heritage-style waterproof hiker in men’s and women’s versions, combines old-world charm with new-school performance. It has chic, classic looks – metal eyelets and red laces. And techie- touches – a dual-density ethylene vinyl acetate footbed, a molded polyurethane midsole, a Vibram Nuasi outsole, an Ultimate Fit Perpetuum last (and a gender-specific one for women) and an UltraDry waterproofing system. “The focus is on fit and comfort,” says Kyle Rackiewicz, product development director. “We’re adding a more simplified vamp on some products to add color pops and more design flair into the hiking and multi-sport segments.”

27. Wolverine’s Northman, a work boot with a traditional silhouette, is part of a new line handcrafted in the brand’s Big Rapids, Michigan, factory that pays homage to the company’s history of more than 125 years in business. Available in brown or black with an optional steel-toe, insulated or non- insulated, it is built of Horween leather, the gold standard. Its construction, which allows the boot to be re-soled, partners with performance technologies, including a breathable Gore-Tex waterproof lining, a dual-density polyurethane and rubber Vibram 360-degree outsole, a polyurethane footbed and a leather midsole that molds to the foot. “The Northman combines time-tested construction methods and per- formance technologies for a premium work boot that is built to perform and last,” says Roger Huard, VP-product development. THE BOOT BOOK

BORN IN A Breed Apart THE U.S.A. > Western boots ride the range into the 21st century The is America’s hardest working boot. Nobody knows for sure who made the oday, the “Made in America” label is first one, but it is believed that along about 1870 some cowboy got some cobbler to craft it. gaining cache with customers, and the This newfangled boot wasn’t about vanity; it was about practicality. From its pointy toe to its brands are working hard to get their tall leather shank, the boot, first and foremost, was meant to tame the wild, wild West. T word out. We asked some key compa- Nearly 150 years later, the cowboy boot, rechristened the Western boot, is still on the job. nies about their USA branding campaigns. Taking the best from the past and the present, this new herd of boots offers hi-tech comfort, old-world handcraftsmanship and 21st-century styling. – NR “We’re proud to say we’re handcrafted in the USA. We’re committed to continuing the time- honored tradition of selling boots that are hand- 1. DURANGO western style hand made in Spain, shows its crafted in America as much as possible and are Durango’s DB5534, a Western/lifestyle boot, is fashion side with elaborate pin-tuck quilting and touched by the support we receive from our con- a classic men’s style in distressed tan with simple multi-colored studs polished to a shine. sumers on the topic.” stitching on the shaft. The full-grain leather boot The short-shaft boot, hand-studded and Louis Russo, Brand Manager, Justin Boot Co. features a snip toe and a two-inch cowboy heel. hand-antiqued, is Goodyear welted and fully “This is a timeless style that is a great all- lined with pigskin. “The Justin name represents a brand that has around boot for someone who wants a straight- “The short shaft is suitable for skinny jeans been rooted in the heritage of the American West up cowboy look,” says Amber Vanwy, marketing and dresses,” says Michael Petry, VP-design. since 1879. Continuing this honored tradition, manager. “We made a best seller even better by “Its stellar craftsmanship, highest-quality Italian domestic manufacturing of J-Max boots is an updating it with a more modern toe and more leather, hand-antiquing and hand-made con- important focus for the brand, and all products comfort features.” struction make it best in show.” are American-made. The ‘Handcrafted in the USA’ label we place on our products is a major part of our brand’s objective and mission, and we con- 2. FRYE 3. JUSTIN BOOT CO. tinue to experience positive consumer feedback.” Frye’s Deborah Pin Tuck, a classic women’s Justin Boot Co.’s Bent Rail is functional, Brandon Barker, Brand Manager, Justin Original Workboots

“Lucchese was founded in 1883 by Sam Lucchese in San Antonio, TX. He founded the company on principles of quality craftsmanship and building a product that will fit the human foot unlike any other. He spent years developing a 2 one-of-a-kind last that we still use today almost 130 years later. Our boots are proudly made in Texas by artisans who have over many, many years developed their skills to be master boot makers. We have the best craftsmen in Texas, 3 and there is no other place Lucchese would rather have its products made.” Mario Vega, Marketing Director, Lucchese Cowboy

“Being able to offer our consumers products that are handcrafted in the USA gives us a signifi- cant advantage in the market. Tony Lama Boots launched the Americana collection to directly address those consumers who desire products that are manufactured by American workers.” Mike Fuller, Brand Manager, Tony Lama Boots

“It’s an advantage to make our boots in the USA because it not only pays homage to our his- 1 tory and allows us to leverage our Big Rapids, Michigan, factory; it also fulfills a consistent con- sumer desire for premium work boots that are 4 American made. The boots give a sense of pride to anyone who wears them because they’re made in the USA.” Roger Huard, VP-Product Development, Wolverine

52 • A Special Report to Footwear Insight ~ July/August 2011 fashionable, workable and authentically Western in attributes that great work boots require – 7. ROCKY BOOTS in keeping with the brand’s 130-year tradition. performance, function, comfort and stability,” Rocky Boots’ Handhewn Western Boot, with “From exotic leathers and a variety of toe and says Brandon Barker, brand manager. its nailed-on leather outsole, traditional silhou- upper offerings, to patented technology features ette and ease in and out of the stirrup, is a clas- like the J-Flex Flexible Comfort System, our 5. LUCCHESE COWBOY sic in the work/Western category. boots offer a solution for every lifestyle,” says Lucchese Cowboy’s 12-Inch Apollo Black For extra ruggedness, it is available with a Louis Russo, brand manager. “Justin boots offer Saddle Pin Ostrich defines the heritage of the rubber outsole, and both styles feature the great looking styles that meet the needs of a American West. TechnoStride heel, which gives a smoother consumer’s daily routine.” The made-in-Texas brand has been riding gait via a rolled heel strike area. The boot also the range since 1883, and the Apollo is is slip-resistant and comes in a variety of toes, 4. JUSTIN ORIGINAL WORKBOOTS a winning combination of classic and contem- including square, U and R shapes. Justin Original Workboots’ No. 4444 builds porary styling. It has a leather insole and a “People want something that looks heritage- upon the brand’s 130-year heritage of the one-of-a-kind rubber outsole for comfort rich,” says Amber Vanwy, marketing manager. American West with a sleek, contemporary and durability. “The Handhewn collection offers traditional style that works in the office or in the “It has the Western look and still gives the Western styling with the added features of a great outdoors. comfort, necessities and quality of a working modern boot.” The 11-inch rugged bay gaucho, part of the boot,” says Mario Vega, marketing director. J-Max collection, veers from the classic with “So you get two in one.” 8. TONY LAMA BOOTS a round, non-steel toe. It’s filled with creature Tony Lama Boots’ TLX Western Work Boot, a comforts that stand out at every cattle call. 6. RESISTOL RANCH BOOTS stylish take on the brand’s long tradition, is loaded There’s a system to make feet more com- Resistol Ranch Boots’ eight-inch Lace-Up with patented technology features that offer com- fortable and one that lets the feet move With Calvert Stitch Pattern Tobacco Vintage fort, safety and performance. where they want to when they want to. Calf is rugged and durable enough to suit Its TLX Performance Comfort Package includes Lightweight gel-cushion inserts give a feel- the everyday working cowboy. Yet it’s stylish durable rubber outsoles and scored PVC midsoles good walk to the pull-on boot, and a special enough to kick up its heels in town, too. that sport mesh-covered open-cell foam insoles. lining keeps feet dry. There’s a removable “It has a contemporary/fashion look “We pride ourselves on offering boots that orthotic, and ladder grips and Elastomer pads and features premium leathers and design,” combine fashionable elements such as modern, provide additional on-the-job safety. says Michael Lawlor, VP-brand development. brightly colored uppers with original brand fea- “We’ve been making boots since 1879, and “So you can still use these boots when you tures such as intricate hand-stitching patterns,” these boots leverage our experience resulting go out.” says Mike Fuller, brand manager.

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A Special Report to Footwear Insight ~ July/August 2011 • 53 THE BOOT BOOK

Mom + Pop + 2 Sons = One Successful Store > Outdoor Sports Center in Connecticut got its start on a front porch

By Nancy A. Ruhling

or more than a half century, Outdoor Sports Center has made a name for itself outfitting the citizens of Wilton, CT, for a variety of activities. In retail, there’s no magic formula for success for Flongtime longevity like this. But in today’s market, where the big-box guys with the razzle-dazzle Web sites seem to get most of the attention and sales, Outdoor Sports Center stands out — for what it isn’t and for what it doesn’t do. First off, Outdoor Sports Center only has one store. There are only a handful of businesses in Wilton, so its 40,000-square-foot stand- alone space, which is on a , makes quite a bricks-and- mortar statement. Secondly, it’s a third-generation mom-and-pop shop or rather a mom-, pop- and two-son shop. Jack and Linda Maxwell are the owners; son Scott, who has been helping out ever since he could walk, is the general manager, and son William runs the IT department. Thirdly, the company doesn’t have an e-commerce Web site. Yes, you read that right. It does have a Web site – outdoorsports.com – but it’s only used as a virtual calling card to let the world know it exists. “We are successful for two reasons,” says Scott. “Number one is service; number two is selection. Having such a large selection may be overkill at times, but it’s important that we sell a lot of brands.” The store, which has a staff of 30 to 70 depending on the season, is housed in two buildings and has two floors. It is set up like a series of stores, one for each sports category — skiing, snowboarding, camping, Great selection: Outdoor Sports Center covers everything from skiing to camping. hiking, canoeing, kayaking and stand-up paddle boarding. It carries car

Outdoor Sports Center In Wilton, Connecticut: The 40,000-square-foot store is housed in two buildings.

54 • A Special Report to Footwear Insight ~ July/August 2011

THE BOOT BOOK

“We are successful for two reasons: One is service. Two Is selection.” Scott maxwell, general manager

racks and the appropriate apparel for each grandparents, John and Sidney Maxwell, activity. In addition, there are full-service who were avid skiers at a time when not bicycle and ski workshops. many Americans were familiar with the Its 5000-square-foot footwear sport, started selling the equipment from department, which carries more than 30 their front porch in 1955. outdoor and winter boot brands, is on the “My grandfather, who is now in his first floor of the main building at the back 90s, was a chemist,” Scott says. “This entrance. It is arranged by sports category. was a sideline. He and my grandmother “We don’t use any manufacturer signage,” wanted to get people in Wilton interested Scott says. “We do all the in-store signs in skiing and outdoor activities.” ourselves so they have a similar look.” The company was incorporated in Some 40 percent of the footwear stock 1966, and at one point expanded to five is boots for men, women and children. shops in communities around Wilton. is the best seller; Baffin is Jack and Linda took over in the early number two. 1970s and pared the shops to two then “Our customers are looking for fit and one. performance,” Scott says. “It’s all about “My brother and I were young, and how it feels on the foot. Some of them it was too hard for them to keep all the Many Categories: Boots are arranged by gender. A canoe suspended even ask for boots that have specific from the ceiling reminds customers to check out the other sporting shops,” Scott says. “My parents are the branded features like Gore-Tex waterproof, goods equipment, apparel and footwear in the store. ones who turned the company into a breathable liners and Vibram soles.” All viable way to make a living.” of Outdoor Sports Center’s sales are on The current store was built in 1983, and site. “We do have a discount site to unload stock, but it’s under a different at least for the time being, the family has no plans to add more. name,” Scott says. “We don’t have an e-commerce site yet because we As far as turning things over to a new generation, Scott says, “It will want to do it right. We probably will have one in the next two years, but be a long time ‘til we cross that bridge. I just turned 30, and Will is 28. right now, we’re concentrating on brick and mortar.” Neither of us have children. Our parents are still active in making the Outdoor Sports Center didn’t start out to be a business. Scott’s business decisions.” n

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Tongues

True “smart” technology that works with Two Old Friends Re-Connect the natural human sensory Over an Invention and a Dream system

By Craig Heisner Russell Corp. I’ve also worked with several major brands in strategic consulting roles and had the chance to contribute on the Chicago t’s hard to imagine how two friends from a college prep school 2016 Olympic bid team. in Nashua, NH, with such contrasting career paths would have a On paper, we had little reason to connect through work, but an reason to work together after 25 years, but that’s exactly what’s incredibly intriguing invention by Jim in the late ’90’s changed all of that. happened with me and Jim Collins. Our lives moved in different It was at that time that he and I re-connected and shared ideas on what directions after our four years at Bishop Guertin High School. we were working on. Jim told me about his research on a concept that Jim headed to Holy Cross, where he excelled in the classroom involved a unique technology called “stochastic resonance” that had Ias a physics major, earning class valedictorian while also competing been around for 10 years or so but had never before been used to treat successfully as a member of the cross country and track teams as a medical conditions. He had come up with the idea of utilizing vibrating 4:18 miler. I stayed in-state and earned a degree in economics at the random noise and neuro-stimulation to improve the sensory and motor University of New Hampshire while keeping my passion for athletics alive performance of the human body. Most importantly, he had proven in as a wide receiver on the UNH football team. clinical studies that he could improve balance and tactile sensation when After graduation, Jim studied at Oxford as a Rhodes Scholar, where applied to specific areas and had done so for both the elderly in balance he earned a doctorate in medical engineering before accepting a studies and diabetics who suffered from peripheral neuropathy. Pretty faculty position at Boston University in 1990 in their Biomedical heady stuff for a shoe industry guy like me to understand, but it sure got Engineering department. He’s never left and is now the cofounder my wheels spinning on the market opportunities in the industry. I remember thinking at the time that this is exactly what our industry needed. Rather than depending on gimmicky components and designs, this offered true Jim Collins “smart” technology that works with the natural human sensory system to improve performance and health. This could be a major breakthrough for the footwear business. Fast forward almost 10 years to the Spring of 2010 where, after an unsuccessful development by a medical device licensee, Jim’s invention was moved to the Wyss Institute at Harvard University with the intent of resolving the technical challenges and moving to launch in the market. Jim shared his desire to involve me on the project and the timing was perfect for me to join the Wyss team as a consultant leading the strategy and commercialization efforts. Over the past 12 months I’ve worked directly with Jim and the Wyss Institute engineering team, along with an industrial design firm to fine-tune the designs for both insoles and shoes. The work has also included evolving the electrical needs and identifying a small power source (the biggest challenge), developing a strategy for go-to-market, and initiating business development pitches. We’ve made significant progress as a team. The relevance of this technology in footwear and even apparel becomes more exciting every day that I’m involved with the project. By finding a way to and co-director of the University’s Center for BioDynamics. His apply this noise stimulation to the body with wafer-thin inexpensive career has brought great success with numerous awards for both his actuators embedded in shoes and insoles, wearers could realize work in the classroom and his contributions to research and science numerous benefits including improved efficiency for performance including the MacArthur “Genius” Award. Additionally, Collins is a athletes with less variability in gait and stride length, improved core founding faculty member of the Wyss Institute for Biologically tactile sensation for diabetics to reduce the risk of ulcerations which Inspired Engineering at Harvard University. often lead to amputations, and a clinically proven improvement in My career has taken a somewhat different route. After several years balance for both healthy wearers and the elderly who are at a much in sales and marketing roles in the food business, (Campbell Soup Co. higher risk of falls. and PowerBar) and a hiatus to earn my MBA, I’ve worked primarily in With a growing consumer base in Wellness and an expanded awareness the athletic footwear and apparel industry with senior-level marketing of the importance of footwear and insoles in the chain of health, the and GM roles with New Balance, , and . I’ve been timing seems ideal for a revolutionary technology like this. The next steps fortunate to have contributed to some significant growth both with involve business development opportunities to explore potential licensee the New Balance Running business unit in the ’90’s and a strategic partners which I am leading. I’m thrilled to have the chance to help Jim overhaul with Brooks Sports prior to the business being sold to realize his dream of getting people moving. l

58 • Footwear Insight ~ July/August 2011 footwearinsight.com