Brooks Running provided performance running gear for millions of runners across the globe throughout 2020, reporting that it has reached new high watermarks for the business and brand in a highly competitive field. The company ended the year with global revenue of nearly US$850 million, up 27% year on year.
‘In a year gripped by the COVID-19 global pandemic and related economic disruption, individuals globally chose outdoor activities – and more specifically running and walking – as convenient and compliant ways to stay active, get fresh air, and manage stress.’
“In 2020, the Brooks team stayed very close to the runner for cues on how to navigate the uncertainty caused by global retail and supply chain disruptions,” said Jim Weber, CEO at Brooks Running.
“We quickly found new demand signals to track shifts in running participation and shopping behaviour and acted decisively to engage runners and gain market share in every channel of distribution.”
In 2020, the brand adjusted its communication approach and reinforced its omni-channel distribution support to engage with runners and make sure they could find Brooks whenever and wherever they chose to research and shop.
‘Brooks’ Sales & Operations team created a process that included a new demand model to replace retailer signals with cues coming from digital sell-through and running participation. By the middle of the year, this customer-focused process gave the brand the confidence that demand for Brooks was exceeding previous year sales, prompting a green light to reignite production to meet demand.’
While markets were interrupted with inventory disruptions from the impact of COVID-19, Brooks’ reportedly market share grew around the globe. According to data from NPD Group, at retail, Brooks was the number four adult performance running footwear brand in the US in 2020 with 8.5% dollar share, up 1.8 points year on year.
In the same period, the Brooks Ghost became the number one franchise for adult performance running in the total and run specialty markets combined.
Brooks gained more than 3 points of performance running dollar-share among runners in 2020 compared to 2019. For the first time ever it became the number two brand among runners based on dollar-share position.
Within the final two months of 2020, Brooks was the number one adult performance running footwear brand in the athletic specialty/sporting goods (ASSG) channel, helping to generate momentum leading into 2021.
In 2020, during brick-and-mortar retail closures, Brooks sales online shifted north of 75%, stabilizing at 46% by year end.
Brooks believes its ability to deliver on its ‘Run Happy’ promise to customers starts within its own walls. Over the course of the year, it invested in modelling the brand’s core values via virtual engagements and platforms. Over the past 12 months, Brooks’ active employee count surpassed 1,000 as the company added nearly 100 employees and retained talent with zero layoffs throughout the year.
