Brooks Running ended 2020 with global revenues of nearly $850 million, an increase of 27 per cent year on year (YoY). Its investment in its consumer research Run-Sight Lab and singular focus on runners was a major advantage and contributed to the success. Despite the devastating impact of the pandemic on businesses, Brooks’ market share grew around the globe.
US company Brooks Running sells its performance footwear, apparel, run bras and accessories in more than 50 countries.Brooks Running ended 2020 with global revenues of nearly $850 million, an increase of 27 per cent year on year. Its investment in its consumer research Run-Sight Lab and singular focus on runners was a major advantage and contributed to the success. Despite the devastating impact of the pandemic on businesses, Brooks' market share grew around the globe.#
“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 chief executive officer Jim Weber in a press release.
The brand quickly 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.
The brand’s sales and 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.
At retail, Brooks was the No. 4 adult performance running footwear brand in the United States last year with 8.5 per cent dollar share, up 1.8 points year over year. In the same period, the Brooks Ghost became the No. 1 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 and for the first time ever became the No. 2 brand among runners based on dollar-share position.
In 2020, during brick-and-mortar retail closures, Brooks sales online shifted north of 75 per cent, stabilizing at 46 per cent by year end. With the runner in control of their shopping journey, Brooks’ multi-channel presence mattered as they moved from physical stores to online shopping.
ALCHEMPro News Desk (DS)
marketing@alchempro.com
