Episode 218 | Simon Freeman and Mario Fraioli on Emerging Brands and Trends in Running

Footwear Trends

Emerging footwear brands are reshaping the running industry with innovative designs and sustainable materials. Chris Douglas highlights brands like 42 and Norda Zen Running Club, which are exploring biodegradable products to reduce environmental impact 1. Simon Freeman notes that while some brands like Hoka and On have succeeded by standing out visually, others focus on building a community through quality and sustainability 2.

Hoka was this oversized, honestly goofy looking shoe that looked ridiculous, but there was actually something to it from a functionality standpoint.

--- Simon Freeman

The challenge remains for new brands to balance innovation with market appeal, ensuring their products resonate with consumers 3.

   

Storytelling

Brand storytelling has become a pivotal strategy for connecting with consumers in the running industry. Chris Douglas and Simon discuss how brands like Normal leverage storytelling to build a loyal community, even if their products don't visually stand out 4. This approach is exemplified by athletes like Killian Jornet, who use their personal narratives to enhance brand authenticity and trust 4.

Build an audience first and gain their trust over time, their loyalty.

--- Simon Freeman

Such storytelling not only attracts consumers but also aligns with their values, fostering a deeper connection with the brand 5.

   

Direct Sales

Direct-to-consumer strategies are revolutionizing how running brands enter and thrive in the market. Simon Freeman explains that brands like Tracksmith have successfully built communities by initially focusing on online sales, bypassing traditional retail models 6. This approach allows brands to maintain higher profit margins and control over their pricing strategies, as Chris Douglas notes with brands that prioritize quality over cost 7.

You have leverage now that you wouldn't have had when you first started.

--- Simon Freeman

By selling directly to consumers, brands can offer premium products without the markup required by retail partners, appealing to discerning customers 6.