Friday, May 9, 2014

Running Shoes, A Hot Market

Sketchers has made a lot of noise in the industry over the last few weeks.
(note the adidas logo blacked out from the bib)

Buoyed by the historic Boston Marathon victory by poster boy Meb Keflezighi the brand was thrust into the limelight and center stage as Meb made the post-victory media rounds.

Then came the news that America's running sweetheart, Kara Goucher, was the next professional signed to endorse and wear the brand.

PRESS RELEASE May 5, 2014, 10:20 a.m. ET
Skechers Performance Division Partners with American Long-Distance Runner, Kara Goucher, in a Multi-Year Agreement as Goucher's Official Footwear Sponsor

The response was swift and not so nice toward the brand from hard core runners, but still supportive of Kara.

Now come the questions about Skechers as a legitimate running brand and if the recent success and news can turn skeptic into believers and drive company revenue.

While its athletic footwear may not be what revolutionizes the performance-shoe industry, Skechers’ contracts could certainly change the way the game is played.

Company was once known primarily for fashion, lifestyle shoes.
By Charles Butler

It was five years ago that we saw another brand go in the the running shoe market in a big way and that has been successful. 

On the brink of bankruptcy, the sporting goods company engineered a turnaround by scrapping most of its product lines in favor of a focus on the running shoe market.

Can Skechers be successful with so many markets to serve with their Shape-ups line, kids line, BOBS brand, fashion lines, etc. or will this success in running force them to get some focus?

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