Brooks Running has reported record third quarter global revenue up 49% year on year, leading to a 2020 outlook of 27% annual growth.
The company adds that ‘these results reflect the brand’s careful navigation through the global COVID-19 pandemic and related economic downturn, clear performance positioning, and ability to fulfil demand across channels.’
“We believe in the positive power the run can create in someone’s day and its additive benefits over time. It is also an effective antidote in troubling times, and we’ve seen that prove true as running participation increased since March,” said Jim Weber, CEO at Brooks Running.
The company notes that the 2020 running boom created amidst the pandemic has been driven by people running for mental and physical health. According to Brooks sales data, the brand gained 1.6 million runners through October of this year.
Weber added, “We have worked alongside our retail, factory and distribution partners to ensure those who want to run can find the product they trust and need to bring positive energy into their lives.”
Despite challenges and uncertainty felt around the world caused by COVID-19 and an ensuing volatile economy, Brooks argues that it ‘came into the global pandemic with the best positioned brand in running and very strong product lines.’
Market share growth reportedly grew in Q3 as the brand added new runners. According to The NPD Group, ‘Brooks captured the largest share increase year-to-date through September in the US adult performance running footwear category, gaining 4 share points versus the same period in 2019.’
Brooks adds that it is ‘working hard to be agile, curious and resilient during this time of uncertainty.’ Its Run-Sight Lab research team increased its runner engagement activities and identified a mindset shift for those running amidst the COVID-19 pandemic – many of whom are leveraging the run for its mental benefits rather than running to achieve a fitness, distance or event-related goal.
With this insight, the brand adjusted its communication approach and reinforced its omni-channel distribution support to ‘connect authentically with runners and make sure they can find Brooks whenever and wherever they choose to research and shop.’
Brooks’ digital sales, both through brooksrunning.com and retail partners, rose from less than 35% of sales in 2019 to a peak of 82% of all sales this past April. Digital has since stabilized at 42% of sales, up 7 points from pre-COVID levels.
As pandemic precautions seized brick and mortar retail, the brand adds that it ‘increased support for same-day delivery and curbside pick-up programs for retail partners, helping them get product into runners’ hands in a safe and efficient manner.’
In terms of product Innovation, in the past 10 months, the brand introduced new footwear styles including the Hyperion Tempo and Hyperion Elite training and racing shoes, and the Catamount trail shoe.
The brand also launched its Dare Run Bra collection and recently unveiled the brand new Run Visible collection, helping runners be seen in low- and no-light conditions. Existing franchise styles continue to gain traction with shoes like the Ghost and Adrenaline GTS reportedly up 25% and 17% year over year, respectively.
Over the past year, Brooks adds that its brand awareness and familiarity amongst runners and retailers has ‘continued to increase as evidenced by industry surveys and reports.’ According to Running USA’s 2020 National Running Survey that looked at 2019 data, Brooks leads the pack at more than 2.5 times the next competitor when it comes to favourite brand of running shoes amongst those who run.
Miro AI, in its Q4 2019 report released late January, analyzed event photography containing nearly 260,000 runners at races of all sizes across the US. For the full year 2019, Brooks was the main brand on the feet at 24% of race participants, ‘4 points ahead of the next brand’.
Meanwhile, in Germany, Brooks was awarded “Brand of the Year” in the running category by SAZ Sports for the fourth year in a row.
