![]() ![]() "But there's no question more people are running. "Up until the pandemic, running had not been very good for about eight years," Powell said. Allbirds debuted a running shoe in April 2020, another vote of confidence in the space. As more dollars pour into the category, brands such as Under Armour and Puma are paying closer attention to running than they have before. The running shoe business has, notably, outperformed other types of athletic footwear during the past year and a half, according to NPD Group senior industry advisor Matt Powell. On Running opened its first store in December in the SoHo neighborhood of New York City, widening its distribution beyond the department stores and specialty running shops where customers can find its sneakers. Nike, for example, is pulling out of unsuccessful wholesale channels and spending more to revamp its stores and website. Hoka's investments are part of a bigger direct-to-consumer push in the footwear industry, as brands from Nike to New Balance to On Running to Allbirds get closer to their customers. There also are lockers where customers may stow their belongings and test out shoes by taking a run in the area. The shops offer 3D foot-scanning devices to help with sizing. ![]() "The biggest thing is creating a conversation with consumers in-person and letting them experience the benefits before purchasing." about what they like, what they want and how their decision process works, in a one-on-one way," Yang said. "We want to learn more directly from the consumer. ![]() The brand has signed shorter-term leases on the two shops, Yang said, but will likely look to extend the agreements. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit ![]()
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