Brooks Running Company ‘sprinted to the finish line in 2012’ with record growth in the US and Europe. Brooks experienced a 43% growth in US revenue in 2012 and a 31% increase in US future order backlog. Brooks’ US business also saw a 49% increase in ‘at once’ fill-in order trends, an indicator of retail sell-through of products.
Despite a volatile Euro currency and shaky consumer confidence throughout Europe, Brooks experienced record growth. Revenue increased 41% on a local currency basis, driven by strong performance across all major European running markets. The company’s future order backlog in Europe increased 25%.
“Brooks saw another extremely strong year in 2012,” said Jim Weber, President and CEO of Brooks Running Company. “Our brand presence grew in the US and abroad, our teams brought innovative products to the market and we were recognized externally with the highest honours for our commitment to performance, customer service and innovation.”
Weber added, “I’m excited to build on this momentum in 2013 as we continue our quest to become the leader in performance running.”
Growth in 2012 was driven by strong footwear sales in the US. In one year alone, Brooks achieved a 45% year-on-year growth in footwear sales. While all footwear categories saw increased sales, its lightweight category led the pack.
By the year end 2012, Brooks claimed that its PureProject minimalist range of shoes held a 12% dollar market share of the lightweight running retail category. This is based on Leisure Trends data and was up 10 percentage points on December 2011.
Such strong sales propelled Brooks to second place for overall retail dollar market share in the minimalist running footwear category. According to the latest data from Leisure Trends, the neutral and guidance categories weren’t far behind with three Brooks shoes experiencing double-digit growth in December 2011 to 2012 – Glycerin (+83%), Ghost (+66%) and Ravenna (+43%).
Brooks’ footwear momentum wasn’t the only high point for the brand in 2012; other business highlights included:
- Brooks’ apparel business grew 25% year-on-year, ‘driven by growing brand awareness and improved performance product.’
- Brooks was awarded Brand of the Year in athletics for the 2012 Footwear News Achievement Awards and Vendor of the Year for a second year in a row by Independent Running Retailer Association (IRRA) members.
Industry organizations also publicly recognised Brooks’ products with 12 honours including:
- The PureCadence received Running Network’s ‘Best New Shoe’ award.
- The Ghost 5 received the Runner’s World ‘Editor’s Choice’ award.
- The Adrenaline GTS 13 received the Runner’s World ‘Editor’s Choice’ award.
- The Trance 11 received the Runner’s World ‘Editor’s Choice’ award.
According to the Sports Marketing Surveys Running Specialty Store Sales Survey, Brooks retained its ‘excellent customer service reputation’, earning the number one spot for specialty running stores (SRA) customer service in the US, France, Germany and the UK.
Brooks also claimed the number one spot in the US and Germany, and the number two spot in France and the UK, as the highest-ranked brand by SRAs, according to the Sports Marketing Surveys Running Specialty Store Sales Survey.
Brooks Running Company designs and markets a line of performance footwear, apparel, and accessories in more than 60 countries worldwide. A subsidiary of Berkshire Hathaway Inc., Brooks was founded in 1914 and is headquartered in Bothell, Washington, near Seattle. The company’s mission is ‘to inspire everyone to run and be active by creating innovative gear that keeps them running longer, farther, and faster.’