Dan Sheridan, Brooks executive vice president and chief operating officer, says the brand has spent 20 years fixated on one sport: running.
Sheridan says Brooks is winning the"product war" by creating a high-level shoe. The average selling price of a running shoe is $63, per NPD Group, but Sheridan says Brooks, in 2021, is averaging north of $100 per pair."This focus," he says,"on performance run is serving us well."
Sheridan says that when the pandemic hit and people turned to the outdoors for exercise and activities, the rise in running and walking—he describes walking simply as"slow running"—buoyed the entire industry."We saw this influx of new and more engaged runners," he says."Those people in the sport ran or walked more. What that drove for us was incredible volume in terms of demand and market share and more people than ever found our brand.
Brooks works to keep its silhouettes constant, offering only updates and tweaks that improve the product instead of overhauls that could alienate consumers."The Adrenaline has been around for 20-plus years, the Ghost for 12," Sheridan says."Frequent runners are purchasing them. Once you have a shoe you know works for you, you stay pretty loyal to it. We feel a huge responsibility to deliver franchise styles year after year.
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