p14,15 Brand Profiile 8/15/08 12:45 PM Page 15
w w w. s g b - s p o r t s . c o m
SGB
Sports Retail - PROFILE
Sports and Outdoor
specialist running retailer.
In some of the direct marketing that we do, the
advertising is often linked with store listings. If we have, for
example, a new shoe coming out, or some apparel (like our
Nightlife collection which is out in the Autumn), those
stores which are stocking it will be listed as dealers in the
advert . This goes out in the running press, so anybody at all
interested in running will see our dealers and where they
can buy our product. We also tag all those adverts with the
words 'Brooks is only found at specialist running stores
which you can find by going to our web site'.
Quite often in spring and autumn we have promotional
parties with retailers, where we do free gait analysis, and
people can come in and try the shoes and get knowledge
and advice. The reps that do these, all have UK athletics
coaching qualifications, which means they can give
independent advice to runners.
We sponsor about 100 races or events a year. Some are at
a very local level, with 200 or 300 runners, some are at
national level. For example this October we're sponsoring we like to have associated with the brand. the biodegradable midsole across our entire range.
the National 10k Road Race Championships at Chichester,
we do some big half marathons like Plymouth and Hastings SGB: How will the brand grow? It is a specialism, and there SGB: Is this proprietary technology?
There are thousands of people that run in Brooks events are a finite amount of shops that can accommodate a ME: It is our technology. When we developed MoGo, it's
throughout the year. It is one way to reach consumers who specialist running shoe. basically a chemical formula and it took many variations
might not already know the Brooks brand name. ME: We'll work with the retailers we are working with, some before we got that formula right. Later on, working with
of which are expanding their own horizons. The specialist that formula, we realised that by putting an additive into it
SGB: Do you have any endorsements? running market is very healthy, and more sports stores are we could make the midsole biodegradable. We've offered to
ME: No high-profile athletes, because we're not that type of getting gait analysis in and understanding the specialists share this with the running industry so that biodegradable
brand and we don't have that kind of budget. We endorse running side more, so there's plenty of room for growth midsole material can become standard, it's up to other
athletes who are out much more on their local scene; many over the next few years in our sector. brands whether they take us up on that offer.
people will remember Dave Buzza, who lives in the South With sustainability in mind, from Spring 2009 most of
West and is a veteran runner now. He's a local icon and SGB: You changed the cushioning in your shoes in 2006 – our shoes will have laces made from recycled water bottles
because he's out and about, all the runners know him and what's the feedback been like from that? (PET). We're looking at environmental issues as we go
know he is supported by Brooks. Also we support Nigel ME: We introduced a new midsole cushioning compound along.
Gates, who just broke the age best for the mile and he lives that we call MoGo in late 2006; the feedback was very, very We've improved our shoe boxes so we use vegetable inks,
in the Brighton area. We endorse people like that who are positive. We wanted something that would give a and we use less ink; the boxes don't use any glue so they can
local motivators and are running regularly down at their performance that at least matched its predecessor, fold totally flat; the paper stuffing has been removed and we
clubs. We also support our “Out There Running”athletes, Substance 257, that Brooks had used for a long time. But just use one piece of card, too.
such as Stephen Sharp and Jason Ward, and then we have we also wanted something a little lighter and a bit more
our young, Up-and-Coming”group of athletes we help on durable, and very importantly we wanted it to have a SGB: With the costs of research and development involved in
the way up . The only athlete we endorse heavily is Chrissie slightly softer feel, greater cushioning, without losing any all new technologies, is there any added cost to retailer and
Wellington who is the IronMan Hawaii winner, who has stability in the material. runner?
just won IronMan Australia and IronMan Germany, and MoGo has been very successful and sales have increased ME: There has been an overall increase in market prices
who will be one of the big favourites to win again in Hawaii since we adopted it. Going forward, for Autumn/Winter 08, going forward into Spring 09 due to the global economic
this year. we're just putting out our first shoe with a biodegradable climate, oil price increases, transport cost increases… So
midsole, BioMoGo. It comes to market in a top-of-the- there's been a slight increase overall, but the environmental
SGB: Having an athlete who is not so high profile can be an range shoe, the Trance, and by Spring 2010 we hope to have issues have not caused any price increases.
advantage though, as runners will know she's more likely to be
using the shoes because they're right for her rather than
Trance 8 men
because you've paid her. Radius 7 women
ME: Absolutely. The Brooks athletes we are associated with,
all enjoy wearing Brooks; if they should leave us to go to
another brand, they will hopefully remember Brooks with
fondness and positive thoughts, and be happy to
recommend us to people. Those are the kind of characters
Ghost women
Cascadia 3 women
Ariel women
AUGUST 2008 15
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45