Shoe company keeps its feet on the ground

By Kathy Day

Herald Writer

BOTHELL — Comfortable feet are happy feet, which may be why Brooks Sports Inc. picked "Run Happy" as its marketing slogan.

Chief executive officer Jim Weber, himself a runner, described Brooks as "a running company" that has as its main product equipment for the serious runner.

It also makes running apparel, which, like its shoes, is performance-oriented, Weber said. "We’ve tried to create a brand people want to associate with the running lifestyle."

Weber was quick to note that the company doesn’t see itself competing with Nike and Reebok. Those companies don’t make shoes for the marathoner but for the everyday runner, he said. "They satisfy the demand for fashion, and we’re not a fashion company."

Brooks’ most direct competition comes from New Balance, Saucony and Aisics, Weber said, although those companies reach into sports besides running. Except for a new line of walking shoes and a few "after the run" styles, all of Brooks shoes are for running — on the road or on dirt, in the hills or on the track and in the rain.

Making a quality running shoe is a three-year process from concept to retail, Weber said. And while "we can’t say they’re high-tech in this community," in reference to the company’s Bothell neighbors, there are many technical details and 70 to 80 parts that go into a shoe.

In fact, a quick walk through the design department reveals a lot about the process. From sketches of prospective colors and styling to more technical matters such as computers that test specifications for the company’s Hydroflow cushioning that reacts to each runner’s individual stride, the approach is serious. The design team studies such factors as how the bones in the foot curve to the flex of compounds used in the midsole. They’ve got people who deconstruct competitors’ shoes to find out what they’re up to, and people who talk to athletes to find out what makes them "run happy."

Once a concept for a shoe is focused, with the market segment and type of runner defined, the design group sits down, starts drawing and looks at materials. Usually, it takes three to four months to design the prototypes, Weber explained.

Then it’s time to create samples and refine the details. Then the marketing team steps in. Right now, the company is selling shoes to retailers that will be delivered in January.

Brooks’ shoe called "The Beast" was one of the first that podiatrists and physicians recommended for runners who pronate — those whose ankles roll inward, Weber noted.

Shane Weber, owner of Shane’s Foot Comfort Center in Shoreline and one who deals with prescriptions for such problems, speaks highly of the Brooks product.

"If I had to pick one thing, it’s the comfort. … You put them on and they’re instantly more comfortable than any other running shoe."

His customers, who come in for comfort shoes or running shoes, "run the gamut, from the little old lady to the high school athlete and even some of the Mariners," he said

Because so many of his customers are there for help with foot problems, "stability is a big factor," Weber said. "Brooks’ wide sole adds to the comfort. The foot is not searching for a place to set down."

The company’s newest shoe, which debuted in a June marketing blitz, is called Adrenaline GTS. Designed with a new form and made of a new substance that is more durable, the shoe will fit more feet and offer more stability and cushioning than any other shoe in the $85 price range, company literature states.

The company doesn’t use high-profile stars such as Michael Jordan of Nike or the Williams sisters of Reebok. Instead, Weber said, it lets the performance of more than 400 Brooks-sponsored athletes speak for their shoes. They also give them feedback on design and performance.

"Our marketing model is grass-roots oriented," he added. "We put our funds into the product, not marketing."

The company was founded in 1914 as a maker of ice skates and cleated sports shoes. But in the ’70s, it shifted to running shoes.

Recently, the company spun off its apparel products, launched in 1997, into a separate division. It now accounts for about a quarter of the business, a big jump from nothing five years ago, Weber noted. "We see faster growth than in footwear."

The moves are intended to make Brooks more focused within each division, he added. "Focus is all we’ve got."

You can call Herald Writer Kathy Day at 425-339-3453

or send e-mail to kday@heraldnet.com.