Brooks Running: A Steadfast Bet in Uncertain Times

In an era of economic uncertainty, few companies can claim to be “recession-proof.” Yet Brooks Running, a subsidiary of Berkshire Hathaway, has defied conventional wisdom with record-breaking growth, strategic global expansion, and a loyal customer base. CEO Dan Sheridan’s assertion that the brand is recession-resistant isn’t mere confidence—it’s backed by data. Let’s dissect why Brooks is a standout investment in turbulent markets.

Financial Fortitude: Growth Amid Economic Headwinds

Brooks’ financial performance in 2024–2025 speaks to its resilience. By Q3 2024, the company hit $1 billion in global revenue year-to-date, a milestone achieved eight consecutive years of growth fueled by a 13% compound annual growth rate (CAGR). North America alone saw a 10% revenue increase, with U.S. specialty retail sales surging 19% year-over-year. In Q4 2024, growth remained steady at 9%, demonstrating consistency in even the most competitive markets.

The secret? Diversification. While North America remains its largest market, Brooks has aggressively expanded into high-growth regions like Asia-Pacific and Latin America (APLA). In Q1 2025, APLA revenue skyrocketed 221% year-over-year, driven by China’s 228% revenue surge in 2024. This geographic spread insulates Brooks from regional economic downturns, a critical factor in recession resilience.

Global Expansion: China as the New Engine

China, now the world’s second-largest running market, has become Brooks’ growth catalyst. The brand’s first Shanghai retail store (opened in 2024) and digital-first strategy fueled its dominance. The Glycerin Max, for instance, became #1 on Tmall on its launch day, while China’s Q3 2024 revenue jumped 70% year-over-year. In EMEA, Brooks overtook regional leaders in Germany’s premium footwear segment, growing 28% in a market where premiumization trends are accelerating.

Product Innovation: The Formula for Premium Pricing

Brooks’ success hinges on its ability to command premium pricing ($200 for the Glycerin Max) while maintaining demand. Flagship models like the Ghost and Adrenaline GTS collectively hold over 10% U.S. market share, while the Hyperion line saw 41% growth in China in 2024. Innovations like DNA Tuned foam (a dual-cell cushioning technology) and the SpeedVault Plate in the Hyperion Max 2 have created barriers to competition.

Brand Loyalty and Community: The Emotional Anchor

Brooks’ Brooks Run Club program—now with 1 million members in North America—and partnerships like runDisney (starting in 2025) have fostered a fiercely loyal customer base. Strava running club growth hit 165% in the U.S. and 346% in Europe by August 2024, underscoring the brand’s role in the global running community. Elite athlete success, including Olympic medals and trail-running podium finishes, reinforces Brooks’ credibility as a performance leader.

Why Recession-Proof?

1. Diversified Revenue Streams: Growth across regions (North America, EMEA, APLA) and channels (e-commerce, specialty retail) reduces reliance on any single market.
2. Premium Pricing Power: High-demand products like the Glycerin Max allow Brooks to maintain margins even during economic slowdowns.
3. Strong Brand Equity: Over 20% of surveyed runners globally trust Brooks for training and racing shoes, a loyalty that transcends price sensitivity.
4. Operational Scale: A 250,000 sq. ft. global headquarters expansion in Seattle signals confidence in long-term demand.

The Bottom Line

Brooks Running isn’t recession-proof by accident. Its strategic geographic expansion, innovation-driven product pipeline, and community-centric brand strategy have created a moat against economic volatility. With double-digit revenue growth across all regions, a 221% surge in APLA, and a $6 million investment in grassroots running programs, Brooks is poised to capitalize on the global running renaissance.

While challenges like competitive pressures and geopolitical risks exist, Brooks’ track record of adapting to disruptions—evidenced by its post-pandemic supply chain recovery—supports its CEO’s bold claim. For investors, Brooks isn’t just a bet on athletic footwear; it’s an investment in a brand that’s engineered to thrive in any economy.

In a world where certainty is rare, Brooks Running stands out as a rare exception—a company that’s running ahead of the curve, no matter the terrain.