I have similarly heard most of the money is going to big box and online – the indie retailers and run specialty aren't getting as much of the true "average" runner just yet. Maybe that will change if they start identifying as runners or fall more in love with the sport.
I think some of the more community driven 3rd and 4th wave spots like The Exchange Running Collective, Running Wylder, Mill City, Runlimited are catering to a demo that is outside the hype run club or hip runners that leans more "normal" than people might expect.
I haven’t been to en route yet. I don’t feel like I need to. I saw the list of brands on the window and I’ve seen that movie before. I’ll be really surprised if it survives Boulder and the Pearl St spot with that inventory. The bet must be that the fashion consumer makes up for losing the nurses who simply need comfy shoes. I wouldn’t put my money on that for the short term let alone the long term. Great write up Kyle.
As someone who’s spent a career in technical apparel, I love the point that hip brands push design forward but aren’t the whole industry.
In my small coastal Canadian town, Sunny Running shows the other side: the owner is focused on community and fun, runs a local trail series, and crushes on the trails herself.
The warmth of the vibe goes further than any curated wall of collabs.
This was really insightful and it really made me think about the emergence of the PNS culture in cycling where people now simply buy their way into an elite echelon of the sport. "All the gear and no idea" didn't become a phrase for nothing. But what I think is tragic about this is that this same culture is being pursued by brands under the banner of "community engagement" through "run clubs" and various novelty races at events like UTMB – or Paris Fashion Week. That's not the running community. Heck, I am absolutely in the 10% who take my running seriously (perhaps, again, a little more so) and I have zero interest in this side of running. That means there's this weird echo chamber going on of running influencers and Early Adopter types that brands are chasing...when they make up perhaps 1-2% of all runners.
Then again, any good marketer knows the trickle down effect of capturing those Early Adopters, but the focus and amplification of this side of running is one that 99% of runners will just never tune in to.
What's interesting about Outsiders store is they are built on real experience and history. It's part of Ellis Brigham Mountain Sports, the original business was set up in Manchester (North West England) in 1933. What Ellis Brigham have done well with Outsiders is adapting to the market. With there legacy in this industry they have the confidence to adapt and launch a more lifestyle led adventure store compared with the main business. It's worth noting they have a lovely store in Liverpool and Manchester, where theres better access to the Peaks, Ribble valley and Wales which offer incredible trails.
Oh dang, I had no idea that Outsiders was part of Ellis Brigham! Never been to the locations up north, only the London one. Will have to try and swing back through when the refurbishment in Coal Drops finishes!
Lot of great points here.
I have similarly heard most of the money is going to big box and online – the indie retailers and run specialty aren't getting as much of the true "average" runner just yet. Maybe that will change if they start identifying as runners or fall more in love with the sport.
I think some of the more community driven 3rd and 4th wave spots like The Exchange Running Collective, Running Wylder, Mill City, Runlimited are catering to a demo that is outside the hype run club or hip runners that leans more "normal" than people might expect.
I haven’t been to en route yet. I don’t feel like I need to. I saw the list of brands on the window and I’ve seen that movie before. I’ll be really surprised if it survives Boulder and the Pearl St spot with that inventory. The bet must be that the fashion consumer makes up for losing the nurses who simply need comfy shoes. I wouldn’t put my money on that for the short term let alone the long term. Great write up Kyle.
Yeah, I was pretty accommodating in the post, but I am not optimistic 😅
As someone who’s spent a career in technical apparel, I love the point that hip brands push design forward but aren’t the whole industry.
In my small coastal Canadian town, Sunny Running shows the other side: the owner is focused on community and fun, runs a local trail series, and crushes on the trails herself.
The warmth of the vibe goes further than any curated wall of collabs.
This was really insightful and it really made me think about the emergence of the PNS culture in cycling where people now simply buy their way into an elite echelon of the sport. "All the gear and no idea" didn't become a phrase for nothing. But what I think is tragic about this is that this same culture is being pursued by brands under the banner of "community engagement" through "run clubs" and various novelty races at events like UTMB – or Paris Fashion Week. That's not the running community. Heck, I am absolutely in the 10% who take my running seriously (perhaps, again, a little more so) and I have zero interest in this side of running. That means there's this weird echo chamber going on of running influencers and Early Adopter types that brands are chasing...when they make up perhaps 1-2% of all runners.
Then again, any good marketer knows the trickle down effect of capturing those Early Adopters, but the focus and amplification of this side of running is one that 99% of runners will just never tune in to.
Nice read thanks!
What's interesting about Outsiders store is they are built on real experience and history. It's part of Ellis Brigham Mountain Sports, the original business was set up in Manchester (North West England) in 1933. What Ellis Brigham have done well with Outsiders is adapting to the market. With there legacy in this industry they have the confidence to adapt and launch a more lifestyle led adventure store compared with the main business. It's worth noting they have a lovely store in Liverpool and Manchester, where theres better access to the Peaks, Ribble valley and Wales which offer incredible trails.
Oh dang, I had no idea that Outsiders was part of Ellis Brigham! Never been to the locations up north, only the London one. Will have to try and swing back through when the refurbishment in Coal Drops finishes!