With a clear purpose of “inspiring everyone to run their path to a better self,” Brooks Running reported record third quarter global revenue up 49 percent year over year, leading to a 2020 outlook of 27 percent growth.
These results reflect the brand’s careful navigation through the global COVID-19 pandemic and related economic downturn, clear performance positioning, and ability to fulfill 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,” says Brooks Running CEO Jim Weber.
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. “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.”
Market share growth accelerated in the third quarter as the brand added new runners. According to The NPD Group, Brooks captured the largest share increase year-to-date through September in the U.S. adult performance running footwear category, gaining four share points versus the same period in 2019.*
E-Commerce and Retailer Growth
Brooks’ digital sales, both through brooksrunning.com and retail partners, grew from less than 35 percent of sales in 2019 to a peak of 82 percent of all sales this past April, and has since stabilized at 42 percent of sales, up seven points from pre-COVID levels.
As pandemic precautions seized brick-and-mortar retail, the brand 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.
During 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 new Run Visible collection, featuring science-backed technology that helps runners be seen in low- and no-light conditions.
Existing franchise styles continue to gain traction with shoes like the Ghost and Adrenaline GTS up 25 percent and 17 percent year over year, respectively.
*Source: The NPD Group/U.S. Retail Tracking Service, Based on Dollar Sales, January-September 2020