From a physical standpoint, no brand had a greater presence at The Running Event than Brooks.
The U.S. market leader in running had the largest space on the trade show floor in San Antonio, Texas, and also laid claim to one of the most significant product reveals with the introduction of its Glycerin Flex, a shoe seeking to bring back the road feel of minimalist shoes from the past without sacrificing the voluminous cushioning of today.
Reinforcing Brooks‘ commitment to winning the category was the presence of chief executive officer Dan Sheridan and president and chief operating officer Matt Dodge, both of whom spoke to Footwear News about the company’s recipe for success and ambitions to go even further.
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Pointing to a quarter-century with a 14 percent annual growth rate, Sheridan said: “We chose an incredible category that’s grown rapidly over that 25-year period. A consumer that has a habit of health and wellness in their life won’t give it up in any economic time. Our product has been consistent. They fit, feel and ride in a way that runners resonate with. Match that with a business and service model that is super important to independent specialty retailers, our manufacturing and supply chain, and a spirit of authenticity and local community and engagement — you have a tried-and true strategy that continues to deliver growth around the world.”
Brooks has now claimed the top spot for performance running in Germany, and designs on global expansion include taking the same position in other European countries and building upon its entry into China. Running will continue to be the focal point of that charge, which is set to include a new strategy for apparel beginning in the spring.
There’s also the matter of Brooks’ lifestyle line, which relaunched last year with a focus on three silhouettes: the Adrenaline GTS 4, Cascadia 1 and Chariot. The former two sneakers hail from the early 2000s and the latter the 1980s. Another effort was made to capture some of the lifestyle market in 2014, but Sheridan believes this time will be more successful because the brand, and thus brand awareness, are much bigger now.
“The trend of the run silhouette has never been at a level that is today,” he said. “We have our most loyal [consumers] that are saying, ‘We want more from Brooks.’ Then we know there’s a group of people we’re not talking, and what we know is they’re very active, they’re entering other brands through lifestyle and trend and then choosing performance.”
Brooks’ leading position in running demonstrates its ready for that transition to performance, and in the lead-up it has 111 years worth of product to choose from that can speak to lifestyle and trend.
Trends can be more fickle, though, so what happens when running isn’t seen as fashionable? It’s a question FN has been exploring in its coverage leading up to TRE, and like other brands, Brooks doesn’t see it happening any time soon.
“Even when that changes, people aren’t going to want to go back to uncomfortable shoes,” Sheridan said. “The comfort of these shoes and what’s coming from an innovation pipeline over the next few years, in terms of increased comfort at even lighter weights, is still going to be very compelling.”
Another question the industry is facing, and one of particular interest at TRE, is what specialty retailers need to do in order to enjoy the same growth that its vendors have. Dodge believes these stores need to speak better to younger consumers.
“Younger adults are choosing more healthy lifestyle than previous generations did at that age,” Dodge said. “There’s a maturity in that that is kind of inspirational. [But] you could also look at how anxiety rates have never been higher, loneliness has never been higher. Part of what you’re seeing in the running category is people looking for antidotes, so tapping into that is the key.”
As 2026 begins, Brooks will continue the rollout for the Glycerin Flex, preorders for which will be available Jan. 7. Ten years of research and development went into the model, which applies a series of grooves including a big “S” at midfoot to the DNA Tuned sole. It will still feel as plush as is expected for contemporary runners, but the grooves and the pods that they form allow for a much broader range of flexibility to translate the sensation of the road up to the foot.
Not having to choose between road feel and cushioning itself constitutes a new choice, and Sheridan teased that the tech behind it will eventually spread to other franchise in order to create even more choices.
“To some degree, we feel like we’re just getting started,” Sheridan said. “Based on our strategy and the category we compete in, we’ve got a lot of room for growth.”