Sales went up by 27 percent to nearly $850 million at Brooks Running last year, leading the American company to win market shares thanks to consumer insights gained through its Run-Sight Lab and the quick deployment of a multi-channel sales and marketing strategy.
The consumer research helped the brand to adjust its communication approach as it reinforced its initiatives on the digital front to make up for the retail lockdowns in many countries. During the store closures, its online sales shifted temporarily to more than 75 percent of revenues, stabilizing at 46 percent by the end of the year.
The analysis of the digital sell-through and running participation convinced Brooks’ management by the middle of the year that the demand for its products would exceed the previous year’s levels, prompting the company to re-ignite the manufacturing process.
In the midst of the disruption caused to the supply chain because of Covid-19, Brooks claims it managed to raise its market share around the globe. According to NPD data, the Brooks Ghost became the No. 1 franchise for adult performance running in the U.S. and the second-largest one in Germany, the largest market for running shoes in Europe.
Brooks’ overall market share in the U.S. adult performance running market grew by 1.8 percentage points, making it the fourth-largest player in the market with a market share of 8.5 percent, according to NPD. In the last two months of 2020, it was the No. 1 brand in the category in the athletic specialty sporting goods channel.
To support its growth, the company controlled by Berkshire Hathaway added nearly 100 more employees last year, building up to a total staff of over 1,000.