Brooks Running: A Global Brand Unfazed by Trade Uncertainties

As the world grapples with trade uncertainties, one company stands out as a beacon of global resilience: Brooks Running. In a recent interview, Brooks' CEO, Dan Sheridan, emphasized the importance of trade for the brand, stating, "Trade is incredibly important for us. It's a global brand, and we need to be in those markets to continue to grow."

Brooks' global expansion strategy has been a driving force behind its success. In 2024, the brand grew two and three times the pace of the performance running market growth rates in France and Germany, respectively, and achieved a staggering 228% year-over-year growth in China. This expansion has not only broadened Brooks' reach but also primed it for heightened shareholder value through an expanded global presence and greater product access.

Brooks' commitment to innovation and product development has also played a significant role in its success. The brand's core footwear franchises, such as Ghost and Adrenaline GTS, have led sales and commanded more than 10% market share in U.S. retail. The introduction of new products like the Ghost Max and Glycerin Max has further driven growth and added dimension to popular franchises.

Brooks' marketing strategies have also been instrumental in engaging new audiences and strengthening its brand image. The launch of the global brand platform "Let's Run There" reflects consumers' shifting relationships with running and celebrates a multi-dimensional view of health and wellness. This platform, along with strategic partnerships and collaborations, has helped Brooks reach new audiences and solidify its position as the No. 1 adult performance running footwear brand in U.S. national retail for three consecutive years.

Brooks' commitment to supporting elite athletes and the broader run community has further enhanced its brand image and consumer engagement. The brand's sponsorship of athletes like Josh Kerr and Michael Roeger, as well as its investment in the sport and run community through initiatives like the Brooks Beasts Track Club, has fueled major victories for both the brand and its team of athletes.

In conclusion, Brooks Running's global brand status, commitment to innovation, strategic marketing, and support for elite athletes and the run community have enabled it to thrive in the face of trade uncertainties. As Sheridan noted, "The sun is shining on the performance running category, and we continue to welcome new people into the sport and our brand." With its strong global growth and market share gains, Brooks Running is well-positioned to continue its success in the years to come.