Running Brands...it's about trust! Human Race, Galloway and More!

I'm always amused by the running companies and the marketing communication strategy and tactics used to reach out to us and define their brand. Often, the successful ones truly stay on their brand position, create an emotional connection and earn a runner's trust. Additionally, the product must back up that position or that trust is lost.

I am amused by Pearl Izumi's ad "We Are Not Joggers." "At Pearl Izumi, we don't jog, we run. The thing is running is endangered. You might find this hard to believe. After all, the number of entrants in your local 10K is surely on the rise, and every Saturday the park is packed with people prancing around in brand-new trainers. Unfortunately, few if any of them are running. They're jogging. And with all this jogging going on out there, runners are losing the soul of their sport. Joggers are prey. Runners are hunters!" Boy….now I really understand who you are?? Hey, dude! The only difference between a runner and a jogger is the name on the entry form!

Then we had Reebok's "Run Easy" just the opposite of Pearl Izumi's ad. They even had NBA superstar, Allen Iverson in full hip hop clothing, running in one of their TV commercials?? Yup, we can relate to running easy with Allen….

ASICS, utilizes "A Sound Mind, In a Sound Body" derived from the Latin phrase, Anima Sana In Corpore Sano, which is also an acrynom for "ASICS." Pretty good! Do we trust them? Yup! Sound Mind, Sound Body, Sound Product!

Nike, "Just Do It!" In technical running, they did it for years! At one point Nike owned 50+% market share in the "Specialty Running" store channel. Over the past 6 years they have lost market share in Specialty Running, because they lost the "Trust" runner's had in their technical footwear product. Guess what? They are back and as a brand are "Just Doing it" again with great product such as the Structure Triax 11, the Air Vomero and their new Luna Series!

Mizuno, "Your Passion Is Our Obsession." Mizuno's Serious Performance positioning exemplifies their market communication headline and their product always backs this up with more Runner's World, Editor Choice Awards than any other brand in the past 10 years.

Saucony, "Loyal To The Sport" represents that they are committed to the running community and their product. I believe them and the proof is in rapid market share increases in the past 12 months. They truly get what a "Running Company" is all about with the most improved product line in the industry.

Trust, believability and consistency, all trademarks for why we choose products and bond emotionally with the running brands we love. However, just like a marriage, that lost trust and believability can be a reason for divorce.

Nike's Human Race on Sunday, August 31, with a goal of 1 million runner's on one day will feature a race organized by Tammy Heathco in Freeport, with a group run over the LL Bean 10K course @ 8am. The Group will meet at Starbuck's in Freeport. Caffine and water will be available prior to the run. There will be a water stop at 3 miles. This is a group run, not a race....Come and join us!!! Celebrate the Human Race!

Jeff Galloway will be conducting his Running School on Thursday, September 11 from 5:30 - 8:30pm at Maine Running Company. Their will be a meet & greet from 5:30 - 6:15, a short run and then a running school/clinic....This is Free of Charge.

Bill Rodger's will be at the store on Thursday, September 18, from 6-8pm. Bill will discuss Marathoning, training and answer any questions you might have regarding running! He will autograph posters and his book"The Idiots Complete Guide To Running." The book is co-written by South Portland's Scott Douglas. Bill's presentation is open free to the public.

Diabetes Dash For Kids is a fund raiser organized by, my good friend, Kirsten Rossner Buchanen, to raise awareness about diabetes. Kirsten's 7 year old son, has Type 1 Diabete's. The event will take place at Greely High School, Sunday, September 28, 8:30 a.m. Hope you can join us!


Plenty of Fall running and racing left!! See you on the roads and remember....Run Happy!