The performance footwear industry is fraught with peril. With over 48 brands that the Running Network has observed in this space, there are few that have the size, financial support and focus to build themselves into global brands. We know the histories of Nike, adidas, ASICS and PUMA. We see the success of brands like New Balance and Saucony. We see the success of newer brands like HOKA ONE ONE.
Brooks Running, now in its second century, is moving into China and Brazil, both robust running markets, with opportunities for Brooks to grow while focused on its key business, performance running.
Brooks Running Company Announces Global Footprint Expansion with Entry into China and Brazil
Doubles down on its mission to be the No. 1 choice with runners worldwide
SEATTLE – May 3, 2017 – Brooks Running Company is expanding its global footprint in July 2017 with entry into China and Brazil, two of the largest running markets in the world. Entry into China and Brazil is a significant opportunity for Brooks to introduce its innovative products and run happy spirit to the many people who run in the two countries.
“Brooks is 100% focused on the run, and it’s important that our brand is part of the running community across the globe,” said Brooks CEO Jim Weber. “Following success in Europe, Japan and Canada, entry into China and Brazil represents the next step in our global expansion strategy. I’m excited about the opportunity to inspire more people around the world to run and be active.”
Brooks will enter China on July 1 via online and brick-and-mortar distribution. At launch, Brooks’ products will be available online through T-Mall and Amazon as well as in-store at key sporting goods retailers in major markets such as Beijing, Shanghai and Guangzhou. In addition to the company’s industry-leading footwear and accessories, runners in China will be able to experience Brooks Run Signature at select retail locations. Brooks Run Signature is an innovative fitting method that utilizes cutting-edge technology to assess the way a runner’s body wants to run and recommends the right shoe to fit their run. In 2018, Brooks will continue to expand its presence in China, adding apparel and sports bras to its product assortment.
In partnership with Centauro, the premier sporting goods retailer in Brazil, Brooks will enter the Brazilian market this July. With Brazil home to the largest running population in Latin America, presence in the country will help Brooks create a brand foothold in the region. Runners in Brazil will be able to experience the company’s entire footwear line including the all-new Glycerin 15, an award-winning shoe in the company’s Cushion category.
Global expansion remains a key priority for Brooks. In the near term, the company plans to strengthen its existing presence in Germany, Italy, France and the United Kingdom. In 2018 and beyond, Brooks will explore opportunities to enter new countries with dedicated runner populations.
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