Recently in Shoe Tech Category

Helen Obiri, photo by

The Drake Relays, sponsored by Hy-Vee is a relays invigorated. The crowds are fantastic, sold out for over three decades. And it is the best early season event in the world. Figure this out: top 1-4 in many events, Renaud Lavillenie lives there for the week, winning a street vault and track event. 

Here are the results for Friday, April 24, 2015. We dedicate this coverage to the late James Dunaway, who would drive from Austin, Texas to the meet, all 900 plus miles on his lonesome, up until last year, I believe, at the ripe age of 86. 

James Dunaway loved the Drake Relays and wanted me to make sure everyone knew how wonderful Hy-Vee was supporting the fabled meet! 

I hope and pray all track fans make a point of a) buying at Hy-Vee and b) telling the cashier that you support Hy-Vee because it supports the Drake Relays! 

And as ASICS America is the sponsor as well, I hope that you go to Hy-Vees in your ASICS branded footwear and apparel.
SATV+RBR is a new series from the Shoe Addicts highlight the new and exciting in our sport of athletics. 


The Shoe Addicts visited Boston Marathon last week and spent much time, and much money I might add, in the adidas RunBase. Part museum, part running club and part running store, the adidas RunBase in Boston is the newest of the adidas RunBase concept sites across the world.

What makes the adidas RunBase cool is that it is part old time running store and new time running club house. Boston's is planning on changing artifacts and video consistently, along with runs and talks on all things athletics. 

Watch for updates! 

Todd Lewis is one of the finest Shoe Geeks on the planet. That is his the highest praise I can give to a person who can build consistently excellent product, and there are, dear readers, only a handful of people who can do that. Todd Lewis puts passion and knowledge into his product. 

When I heard that he was going to the Mizuno team, I was quite pleased. 

Quite simply, Mark Sheehan is showing his touch at Mizuno by bringing in fine people into this iconic brand. 

Congrats Todd! 

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Caroline Rotich wins over Mare Dibaba, April 20, 2015, photo by

Our dear friends, and writer and photographer for Racing South and Running Journal, Steve and Carolyn Mather were at home, with Steve recovering from some health issues. Carolyn wrote this piece for RunBlogRun from her view on the world of the web. 
Nobody Runs Like Boston

New Balance has done a masterful campaign, which is in its second evolution. What do we learn from this? Like HOKA ONE ONE, Skechers, and ASICS, New Balance is focusing on grass roots running, and has come back to realize that success in the running business is all about one running shoe at a time. An engaging media campaign, with print, social and digital components, and for NB, with a highly effective outdoor component, is under stood by runners of all shapes and sizes. 

It is amazing to me that some brands continue to think that core runners will just buy running product because it is there. Unless one engages runners of all ages, and provides that support to run specialty, then, good luck with getting your product past the huge amount of nothingness that is put out on the web world every day. 

Runners are not lemmings. Throwing a campaign out at them for a few days seems insulting. Runners of all ages are creatures of both habit and comfort. Look at the brands that are resonating, and look at not only their product (consistently fine product or one will perish), but their messaging. 

Running is not packaged goods. You are not selling shaving cream. You are selling an activity that changes lives. Reaching out to the places that runners inhabit: local running pubs, geeky running sites, events such as Boston, influence the key influencers. 

I have to say, I enjoy the diversity of campaigns in Boston, from adidas, to New Balance, and all those in between. 
This is an interesting Behind the Scenes infographic on the Boston Marathon medical preparations. Major Marathons are like moving, breathing cities running and walking 26.2 miles! Special thanks to Abbott, the title sponsor of Abbott World Marathon Majors. 
Molly Huddle, photo by

Ben True, photo by

The Saturday before the Boston Marathon now features the BAA 5k and BAA Mile, which are a huge success. Ten thousand people ran this Saturday event, which were lead by Ben True running AR at 5k of 13:22, and Molly Huddle also set an AR of 14:50, both defeating strong fields. 

Here is what David Monti of Race Results Weekly had to say about it: 

A fun read on how important research labs are for brands and where technology can aid the athletes. A nicely done piece by! 
Peter Abraham is one of the most energetic and visionary people that I know. A couple of times a year, we meet in disparate places. One time it was on a bench outside of CES, another time, Outdoor retailer, another time, Santa Monica. Each time, I learn something new. 

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Colleen Angeles (lululemon) and Peter Abraham (Abraham) 
at 2015 LA Marathon

Peter was so enthusiastic about lululemon and their LA marathon experience, that I wanted to interview him about that and his new company, Abraham

Peter and I have fun. In 2010, we did the LA Marathon Live tweet remotely: he was in LA, and I was in Wisconsin. For two years, we have done Oxy Performance like that: Peter in Oxy and I in some foreign land. 

Peter gets marketing and activation like few others. He has figured out that new technology, if used in the spirit it was invented, provides even more human interpretation and interaction, not less. In the end, successful activations involve communication. 

These days, I see too many brands doing dictation and failing to communicate anything. 

Check out his website after you read the interview. Pass the interview around, lots of great stuff below! 

TOKYO (JPN): Sportswear manufacturer Asics has become the tenth gold partner of Tokyo 2020, inform ASICS has acquired rights in the 'sporting goods' category, comprising sports apparel and equipment at the Olympic Games. The other gold partners are: Canon, Nippon Life Insurance Company, Tokio Marine & Nichido Fire Insurance Company, JX Nippon Oil & Energy, NTT, Fujitsu, NEC, Asahi Breweries and Nomura Holdings. 

(Editor's note: ASICS has come on board with Tokyo 2020, and it makes sense for the Japanese based brand. Formed in 1948, the former Onitsuka made running and wrestling shoes first, and moved into becoming the one of the premier brands in the world of sports. 

In the 1970s, there were only adidas, Onitsuka Tiger and PUMA. In the US, ASICS was number one in performance for nineteen straight years, until Brooks knocked them down three years ago. Like a prize fighter refusing to give up, ASICS dusted off its proverbial shoulders, reassessed and reinvigorated its running line, and other segments, topping $1 billion in sales in North America for the first time. 

Onitsuka has become a fashionista and hipster brand as ASICS, which Onitsuka rebranded itself as ASICS. 'Anima sana in corpore sano' means a healthy mind and a healthy body, which has been widely acclaimed and accepted. 

It looks like ASICS will be involved with soft goods in Tokyo 2020. That is where the money is and it should be fascinating.)

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