Selling: Running
Barefoot: Not just for running
T
he barefoot running movement continues to divide the market, with some heralding the return to natural running while others have lambasted the notion that supportive shoes are as damaging to runners as they are being portrayed in some quarters. But, in the view of Saucony’s marketing manager Jonathan Quint at least, many consumers are less concerned with the technicalities of barefoot running, and more enamoured with the lifestyle choice these shoes are presenting them.
“There is a lifestyle issue to address and we are constantly talking about how Saucony should be marketing its shoes.
“They are technical running shoes of course, but people are buying them as they are ideal lifestyle shoes that they can wear in other environments, such as to the beach. We always preach about our shoes from a technical running perspective, but they are small and light, and there is a wide variety of opportunities outside wearing them for running.”
This side of the market has been helped by the fact that traditional running brands have been late to join the barefoot movement and haven’t got a foothold in the sector as yet. Others are constantly joining the party though and Quint says: “That’s not to say they won’t, but the barefoot movement has been led by brands that are not as well known in the running world.”
Quint notes that some consumers are also naturally weary of running in barefoot shoes. “Would you want to run barefoot where you live? In an ideal world we’d be able to run as humanity first did but we don’t live in an ideal world.” To this end, he says there are many ‘half-way houses’; minimal shoes that allow users to feel closer to the road but still offer a level of
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protection, such as Saucony’s own Kinvara and Mirage ranges.
“Kinvara and Mirage shoes offer 4mm heel-to- toe drop compared to the Triumph, which has between 11-13mm of drop and the Hattori which has zero heel-to-toe drop.
“Most brands know that running shoes are a compromise. By offering minimalist shoes with protection there is a half-way house. Of course we want them to be comfortable, flexible, to offer excellent movement and have a reduced structure to keep them soft and supple, but we also want to offer protection to wearers.”
For those that do want to go barefoot running though, Quint notes that the market as a whole
efoot: Not just
Saucony’s Jonathan Quint talks to SGB Sportsabout the opportunities the barefoot running movement offers the market beyond ‘a more natural running style’.
has a responsibility to ensure that runners are wearing the right shoes.
This extends from the manufacturer right across the supply chain to the retailer, and even beyond the barefoot running market. “Responsibility extends to the entire range and to make sure it is best suited to the market and that runners are getting the right shoes.
“From a supplier’s perspective, if it’s not right people tend to blame injuries on the brand rather than on if they have the right shoe that’s fit for purpose. This is even more important when it comes to barefoot shoes.”
As such, he says there is a need to educate the whole market more effectively on barefoot running so retailers can properly advise their customers on the best product for them. Saucony refreshed its web presence last month to provide information on its barefoot shoes, a portal which is aimed at consumers but that Quint says retailers may find useful also.
“We’ve also updated our training brochure to include information on barefoot products. The brochure is designed to go in to stores so staff are better equipped.
“And our technical guys are already showing and talking to the trade about our range, which is all part of our responsibility. There’s a need to educate the market on our part to make sure there is the right understanding of the barefoot movement so retailers can get a proper grip on it.”
Quint adds: “For retailers, this education process is another way they can differentiate themselves. Training gives them advice they can pass on to customers and it’s another level of service they can offer.
“This is especially true for running specialists, but general sports retailers are just as likely to benefit. It’s an issue for the whole industry.”
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