BUZZ BUZZ - Snews

24
TRAIL RUNNING
» OUTDOOR » SUMMER 2005
EVERYONE’S MAKING
A BEELINE TO THE TRAIL
RUNNING MARKET.
BUT IS ALL THE
BUZZ
REALLY JUSTIFIED?
BY THERESE IKNOIAN
SO TRAIL RUNNING IS A NEW SPORT? A GROWTH
CATEGORY? TRENDY EVEN?
Let’s face it folks, everything old is new again. Or so the saying goes.
And how old is trail running?
Remember Philippides? Yup, that Philippides. The obliging Athenian
runner from the 5th century B.C. who was sent from the plains of
Marathon to Sparta to carry a message for help. He traveled some 140
miles over rugged mountains and trails in 36 hours, then ran back,
battled the Persians and, after all that, was sent running to Athens.
Another 26 miles, give or take 0.2. Over more mountains and plains.
In Athens, he delivered his message, and then collapsed and died.
Well, no wonder. You thought it was the 306 miles he’d covered on
mountain trails in the previous four days. Naaaaaah. Philippides probably
hadn’t thought to bring along his full-spectrum sunscreen, wasn’t
taking antioxidant-laced electrolyte drinks, and didn’t pack his caffeinated
energy gel either. And he certainly wasn’t wearing shoes with
TPU plates, wicking apparel, or a water-repellent jacket. Poor soul.
“The way I see it, the first marathon in Athens was likely a ‘trail
run’ since—per the definition—it was on an unpaved surface,” said
Dana “Mud n’ Guts” Miller, former Ultimate Direction COO, now
Nathan Performance consultant, and two-time Wasatch Front 100
mile winner. “It’s not as if trail running is ‘new,’ it’s just that it’s been
increasingly wrapped, packaged, promoted and marketed in the last
five or six years.”
Ancient Greeks aside, the Modern Outdoor World has decided trail
running is the growth category. And everybody wants in with their
shoes, socks, shorts, shirts, jackets, water bottles, nutrition, packs,
watches, hats and other gizmos and gadgets. The outdoor industry’s
herd behavior is akin to 8-year-olds playing “beehive soccer,” where
the tykes en masse glom onto and follow the moving ball. Welcome
to “beehive trail running.”
“We live in a free-market economy, so let the customer decide,” said Jay
Steere, Timberland’s vice president of global product management for
outdoor performance, commenting on the increasing number of companies
that have decided they too must get into trail running. “The more
companies that focus on any activity, the more it’s good for the outdoors.”
DAMNED LIES AND STATISTICS
The reason for the beehive approach to trail running is based on Outdoor
Industry Association statistics that are said to show growing
PHOTOGRAPHY
numbers of both outdoor participants (folks who took part in an activity
at least once in the year) and outdoor enthusiasts (the top 15 percent
of all participants) who run trails. The increases seem to outdistance
the growth in the other two foot-powered, trail- and BROUDY/DONOHUE ©
dirt-oriented activities, backpacking and hiking. For the record, OIA
defines trail running simply as “running on a non-paved surface” and PHOTO:
» WWW.GEARTRENDS.COM

not necessarily some gnarly mountain
adventure. That means running
on the dirt or bark path in the local city
park counts as trail running.
With that in mind, take a closer look at
the data that seem to be attracting all the
bees to the honey: OIA’s 2004 numbers,
just out this summer, show 39.5 million
participants and 6.2 million enthusiasts,
for total growth since 1998 (when OIA
started tracking the activity) of 20.3 percent
and 47.4 percent, respectively. Pretty impressive.
Compare that to backpacking
participation and growth and shudder in
your medial-posted shoes: 13.3 million
participants (down 23.1 percent) and 1.8
million enthusiasts (down 20 percent).
Now, breathe, and compare the numbers
to hiking: 75.3 million participants (down
1.2 percent—so nearly flat) and 11.3 million
enthusiasts (up 21.4 percent—yes, up).
In case you missed it: The total number
of hikers is still nearly double the total
number of trail runners.
TREND: 2004 vs. 1998
Participant #’s ‘04 % Change
Trail Running. . . 39.5 million . . . +20.3
Backpacking . . . 13.3 million . . . -23.1
Hiking . . . . . . . 75.3 million . . . -1.2
Enthusiast #’s ‘04 % Change
Trail Running. . . 6.2 million . . . . +47.4
Backpacking . . . 1.8 million . . . . -20.0
Hiking . . . . . . . 11.3 million . . . +21.4
Source: OIA Outdoor Recreation Participation in the U.S.,
7th Ed. (2005)
But not so fast: Take a look at the most
recent pattern, comparing the above 2004
numbers with last year’s 2003 data. Numbers
of trail running participants are now
up a mere 4.1 percent, relatively comparable
to hiking’s increase of 3.7 percent.
Even the enthusiasts show somewhat similar
numbers: Trail runners are up 7.7 percent,
while hiking enthusiasts are up 6.2
percent. (Backpackers? Well, we don’t want
to depress you, but if you promise not to cry
on our wicking technical running tee, we’ll
» OUTDOOR » SUMMER 2005
tell you the drop in
backpacking enthusiasts
was a precipitous
46.7 percent, 2004 vs. 2002
without a recovery or change in 2003—
ouch—but the number of participants
“only” dropped 3.7 percent over 2003.)
TREND: 2004 vs. 2003
Participant #’s ‘03 % Change
Trail Running. . . 37.6 million . . . +4.1
Hiking . . . . . . . 71.6 million . . . +3.7
Enthusiast #’s ‘03 % Change
Trail Running. . . 5.7 million . . . +7.7
Hiking . . . . . . . 10.5 million . . . +6.2
Source: OIA Outdoor Recreation Participation in the U.S.,
7th Ed. (2005)
Granted, trail running enthusiasts—only
the most passionate—are out there more
often than most people participating in
other activities, each tallying 49 or more
trail runs during 2004. The only other activity
that registers such high numbers is
cycling on paved roads at 52 or more times
a year each. But, consider, if you are a cyclist
or a trail runner, that could be your
primary aerobic and fitness activity, meaning
getting out once a week wouldn’t be
unusual. It only seems natural that activities
such as kayaking (three to seven times,
depending on the type), telemark skiing
(five times) and backpacking (seven times)
rank lower in annual frequency, as does
even hiking (15 times).
So, growing you say? Well, hmm, we
say, scratching our heads and furrowing
our brows. Really? Not as booming as
some claim. Still, with aging Baby
Boomers seeking a softer workout, folks
looking for an escape from the stresses of
city life, and more interest in mindful and
experiential pursuits in the outdoors, a
huge wave of trail running may still sweep
everybody off their asphalt streets. The
outdoor industry is certainly hopeful: A
2003 survey of outdoor retailers by Brooks
Sports did show that about two-thirds reported
they expected trail-related sales to
grow over the next three years.
“I feel running in general is growing
again. Trail (running) will grow with it because
people are beginning to realize that
it is easier on your body and a lot more entertaining,”
said Bryce Thatcher, long-time
ultrarunner, Ultimate Direction founder
and now Nathan Performance designer.
“When I train on the roads, it’s Training.
When I run on the trails, it’s Entertainment.”
I’M IN!
Trail running’s expected growth has caused
optimistic manufacturers of outdoor gear
and athletic products to swarm around
the category—a category that is still relatively
nascent in the grand scheme of all
things outdoors.
But let’s step back to see what got us to
this swarm. Where did the official category
of trail running come from? Following
adidas’ 1994 Trail Response intro, one of
the first outdoor companies to jump in was
Montrail, then known as One Sport, which
came out with two trail running models in
1995, oh-so-imaginatively called TRS Low
and TRS Mid, with TRS standing for Trail
Running Sport, according to President Scott
Tucker. He admits today that they really
weren’t much more than light hiking shoes.
Then came its first “real” trail running shoe,
the Vitesse, in 1996, which Tucker also admitted
would now be a light hiker. Nevertheless,
it made a hit on the market because
it offered foot protection and stability on
the trail and was lighter weight.
“We used EVA…. Whoa, what a concept,”
he said, dripping with sarcasm. “The
outdoor crowd said, ‘Oh cool.’ None of the
outdoor companies were doing anything
like this, and it had its niche.”
Then the category started kicking, partly
thanks to athletic company New Balance,
which introduced the first of its 800
series trail running shoes in 1997, but really
launched the category with its 801 in
1998. That took New Balance suddenly beyond
its core of road running clients, as
well as its image as a staid, older, conservative,
gray-running-shoe company.
WWW.GEARTRENDS.COM » 25

“Trail running was now considered
a category,” Tucker said.
Suddenly, the category turned into
a scramble fest, with athletic companies
such as Nike and adidas making
plays since they already had
more of the light technology, but didn’t
necessarily have the other trail features.
The outdoor companies woke up a tad
slowly, realizing they too had to be there,
with more athletic outdoor brands such
as Salomon getting into the game more
quickly. Others such as The North Face
and Timberland tried to respond quickly,
but they are the first to say their first attempts
weren’t something to write home
about. Now, The North Face has fully
grabbed the category by the horns, while
Timberland will try to return full-force for
spring 2006 with its new Endurion shoes,
having put the “Mountain Athletics” brand
on the shelf.
Since about 2001, other companies—
even unexpected ones—have entered the
trail running market, such as Pearl Izumi
(relying on its cycling shoe heritage), Garmont
and Vasque (leaning on their backpack
boot backgrounds), Helly Hansen
(banking on… umm… we aren’t sure), and
La Sportiva and Five Ten (sticking to their
climbing shoe outsole expertise). Other
players include Columbia, Hi-Tec, Inov-
8, Tecnica, Teva, French-brand Lafuma,
Merrell, newcomer Asolo, and, of course,
the athletic brands, such as Saucony and
Asics. In apparel and hydration, aside from
the above, we also have, among others,
Patagonia, Hind, GoLite, Sugoi, Cloudveil,
CamelBak, Ultimate Direction and
Nathan.
ENTER THE PLATYPUS
When it came to designing trail running
shoes, not all companies got it right at first.
(Some say companies still aren’t getting it
right.) Backpacking boot companies turned
out products that were not much more than
down-sized boots (too stiff, too heavy, etc.),
while athletic shoe companies turned out
products that were hardly more than road
runners colored brown (too flimsy, not
enough lateral support, etc.).
“It was a lot of trial and error before the
Velocity shoe,” said Rick Appelsies, vice
president and general manager of Vasque.
“Well, it was a lot of error, honestly. There
were too many elements of a backpacking
boot” in pre-2003 product that he jokingly
called “great closeouts.”
“We learned the hard way,” he added.
Both athletic and boot companies also
tried their hands at products called everything
from “multi-sport” to “cross-training”
to “outdoor conditioning” that were
mostly neither animal nor vegetable. “If
26
TRAIL RUNNING
» OUTDOOR » SUMMER 2005
you design a multi-sport shoe,” Timberland’s
Steere said, “you end up with a
platypus—you don’t know what it is.”
Montrail is still one company that others
chase, despite being a blip on the company
size continuum in comparison to the
likes of Timberland, The North Face or
Columbia. Vasque, even only with two
years in the market, has leaped into a leadership
position. In fact, a year ago, it
swiped Montrail’s original biomechanics
expert and designer, Jon Fewster.
THE PLATYPUS GOES BY WAY OF
THE GOONEY BIRD
If you get down to brass tacks, trail running
products are only now becoming truly refined,
and they still have a ways to climb up
the slope of technical advancement. Take a
look at the background and growth from a
small selection of companies. To see additional
detail about past and present product
for these companies and a few others, go to
www.GearTrends.com/extras.
Vasque’s 2003 shoe, the Velocity, didn’t
find immediate success … until it won an
outdoor magazine award. Appelsies said
the award prompted phenomenal sellthrough
and helped vault Vasque’s name
high on the list of trail-running companies.
(Granted, the Vasque Lite Speed shoe
the following year pretty much bombed
because the sock-like fit just wasn’t userfriendly,
he added.) Now, Vasque has four
models and will take the line to six with
introductions at Outdoor Retailer Summer
Market. Trail running is now the
growth category for Vasque, a company
previously known for big, brown backpack
boots.
The North Face’s President Steve Rendle
said his company finally got it dialed in for
2003 product, increasing sales for 2004
by 60 percent. While the designs were
STRAIGHT FROM THE RUNNERS’
M O U T H S
GearTrends ® asked a few dozen of our trail and ultra-running buddies
some pointed questions about trail gear, purchases, product and marketing
to get the straight scoop. In general, we found they are wise to
posers who believe they can slap “trail” on a product and trick ‘em into
thinking they should buy it. Here’s an excerpt of what they told us:
» TRAIL SHOES. They want them because they recognize they offer more protection
from ankle-rolling, more support, forefoot protection and traction, among
other things. “Here’s the rub,” wrote one. “I don’t want a shoe built on a hiking
last and called a trail running shoe or a running shoe with a different sole material
or tread pattern called a trail running shoe. It has to be designed to the task,
and I think only a couple of companies fit the bill.”
» BUYING WHAT’S MARKED FOR TRAIL RUNNING. Said one runner, “Labeling something for
trail running is simply a marketing gimmick. Trail runners will find what works and use it regardless
of what it is for.” Others said they buy, “Whatever seems right,” while another said
she goes with “whatever is comfortable.” Pointed out one, “I don’t really care if they label it
trail running. Just don’t want them to make it more expensive because of that.” Added another,
“If it is just something packaged differently, I won’t pay the premium.”
» TRAIL-RUNNING SPECIFIC GEAR. “Mostly marketing,” asserted one. Another said he buys what
his local store owner recommends (!). One said he pays more attention to stuff marked as trail gear,
but ends up purchasing whatever seems to work best. Another commented, “If an item is marked
as being suitable for trail running, then I am inclined to consider whether it would be of use to
me. Basically, it’s the manufacturer positioning the item as being useful to me, and that fact suggests
to me that I should give it some consideration.” But he’ll still have to be convinced.
» A DREAM PRODUCT. Supports to prevent ankle sprains that fit well into a shoe and do not
have seams or irritating inserts under the foot. A water measuring device that tells you how
much you’ve drunk or how much is left, that you can also reset as you refill. More pockets to
hold bottles and gear. A GPS system built-in to a shoe to track mileage. A stabilizer for backpacks
to keep them from swinging and jostling. Shoes that drain better to eliminate sloshing
for 20 minutes. Better toe box room so you don’t have to buy shoes a size or more larger.
Mountain lion repellent. OK, that last one was a joke. Trail runners can be funny too.
» WWW.GEARTRENDS.COM

honed, a couple of magazine awards also
helped boost sales. The company’s line as
of 2006 will have seven models, with styles
for women and men. TNF also sponsors
ultra-running ambassador and top racer
Dean Karnazes, and it is the title sponsor
of the first 100-mile trail race in the country,
the Western States 100, and has plans
to expand its athlete team multi-fold, Rendle
said.
A company most name as one to keep an
eye on, Montrail, now lists 10 models—including
the Hardrock which is nearing
classic and cult acceptance having won
various awards—and will have three new
ones for spring 2006. Montrail also sponsors
a bevy of trail-running and adventureracing
athletes, including 2005 women’s
Western States winner Annette Bednosky
and other top-ranked athletes. The company
supports about 100 trail events
around the country, and began the Montrail
Cup in 2002, a series of trail races “to
objectively determine the best ultrarunner,”
now co-sponsored by Sunsweet.
La Sportiva started “messing around” in
the trail running category about four years
ago with the Exum Ridge shoe, according
to Sales Manager Mark Day. The company
decided it could look to its climbing
heritage to create a shoe that had a stickier
outsole and a better silhouette and control
for ascending and descending. It too
got a foot-up on its category acceptance
by earning a magazine award. For spring
2006, the company will have six new styles,
jumping it to a total of 16 models. The trail
running category is now its second-fastest
growing category, and La Sportiva sponsors
a team that Day calls a “cost-effective
28
TRAIL RUNNING
GOTTA HAVE IT
»
So what are the hallmarks of a good trail
running shoe that most would likely
agree on?
GOOD FIT » That’s a no-brainer.
FOREFOOT FLEXIBILITY » Gotta be able to push off.
UNDERFOOT PROTECTION » Stone bruises from
trail debris and rocks are a pain.
LIGHTWEIGHT » Who wants bricks on their dogs?
TOEBOX ROOM » A pox on black toenails from uphills
and downhills.
TRACTION OR GRIP » How depends on the company
and terrain.
BREATHABILITY » Gets steamy on the trail.
TRAIL STABILITY » So you don’t twist ankles or knees.
OTHER OPTIONAL FEATURES depending on intended
use, company credo or personal taste: cushioning,
motion control, ability to drain water, quick drying,
waterproofness, gaiter-compatibility.
» OUTDOOR » SUMMER 2005
test-and-destroy laboratory.”
Although not what most would consider
an outdoor brand, New Balance is also
called out by many as a continuing leader
in the category. The 801 shoe introduced in
1998 helped move the company beyond its
older demographic, and it now has more
than 10 models, with the 10th generation
for spring 2006, the 809, to be introduced
at Outdoor Retailer Summer Market.
Not hesitating a moment to bump heads
with the Goliaths of footwear and trail running,
Inov-8 moved its planned opening of
a U.S. office from spring 2005 up to fall
2004 and debuted at the 2005 Outdoor Retailer
Winter Market trade show. From its
headquarters (a 180-year-old historical
church in the hills in the center of England)
to its minimalist product design,
Inov-8 dares to be different. Just as most
companies are putting in more stability,
more motion control, more support, more,
more, more shoe, Inov-8 has maintained
that it wants the foot to control the shoe
and not vice versa. It’s taken out all the
gels, air, springs and what-not and aimed
to bring the foot lower to the ground, while
maintaining lugs, traction and fast-draining
breathable features. Said founder
Wayne Edy, “We’ve tried to let the foot do
what it does naturally. We allow your
metatarsals to operate like piano keys.”
Timberland, which will sprint back into
the trail running category with its Endurion
line for spring 2006, has been “sometimes
successful and sometimes less than
successful,” partly due to the challenge of
gaining acceptance, said Steere. Its first
foray in that direction was the Gorge MPO
(standing for, yes, multi-purpose outdoor),
in 1999 that he called the company’s “first
sneaker.” That kicked off a few months later
the Mountain Athletics brand, which by
2002 was absorbed back into the Timberland
brand. Now, with the Outdoor Performance
category, it’s ready again: Look
for its new line at Summer Market.
WAIT, THERE’S MORE…
Though most people will say that you only
need a good pair of shoes to run trails, the
trail running market extends far beyond
footwear. Give Dana Miller his choice and
he’d likely be the first to commit a fashion
faux pas: Old polypro tops that “stunk like the
dickens” and those “good ol’ shiny tights”
that had wild Hawaiian prints. But getting
enough fluids, wearing some fine technical
threads and finding a great pair of shoes has
sucked him in too since the days of cotton
tees and no water on three-hour-plus runs.
Still, the definition of trail apparel and
accessories may have sidetracked some
companies in search of sales. Just because
something is marked “trail running” does-
n’t mean trail runners will buy it (see
“Straight from the Runners’ Mouths,” page
26). For example, you can forget about
skyrocketing sales of the canned oxygen
that sits on the desk of Trail Runner magazine
editor Michael Benge.
Once runners get the right shoes, all they
really need is water (for runs longer than
about 90 minutes) and wicking apparel or
protective outwear. The rest is frosting.
When it comes to trail apparel, Patagonia
is one company that has marked its spot
as a key supplier. It partnered early on
with Montrail for a “strong grassroots
partnership,” said Rob BonDurant, director
of brand marketing. “We started
developing for the ultra market in 2001,”
he added. “Trail runners are the happy accident.”
He admitted you can of course
wear the good stuff that wicks, dries quickly,
is durable and doesn’t chafe for anything,
including hanging out over a burrito
and beer for which you carried the
money in one of the built-in pockets. For
spring 2006, the company is revamping
and restyling several key pieces.
The third mandatory item, therefore, in
the mandated triad is hydration. CamelBak
and, to some degree, Ultimate Direction still
seem to nearly own the trail running market.
While at a trailhead or race, take a look
around, and those brands are pretty much
all you see, including hundreds of UD’s
FastDraw holsters to hand-carry bottles
(developed some 17 years ago).
But a not-so-newcomer getting a
makeover may make some inroads. Nathan
Performance (now dubbed Nathan Human
Propulsion Laboratories) is a long-time supplier
to marathon runners and other roadrunners.
A year ago it hired UD founder/designer
Bryce Thatcher to spiff up the line,
and new products are now on the market,
including bottle carriers and hand-straps,
with more coming, including backpackstyle
hydration systems and women’s-specific
designs. Thatcher told GearTrends ®
that the goal is to cater to the elite and the
enthusiast, with key concepts for Nathan
being “Fluids, Freedom and Weight.”
WHAT TRAIL? WHERE?
Once consumers buy their trail-related shoes
or gear, what do they really do with it?
Appelsies, Tucker, Steere and others acknowledge
that only about 10 percent of
trail running shoes are ever used for actual
running on dirt. Many are, in fact, the
college-campus, around-town and coffeehouse
sneakers of today, with another large
portion taking the place of chunky, stiff
backpacking and hiking boots of yore.
“Walking and light hiking are what the
overwhelming number of participants on
trails are doing,” said. Dave Baker of Ari-
» WWW.GEARTRENDS.COM

zona’s Summit Hut. “We have folks buying
trail running shoes to walk in and for
lifestyle because they look durable.”
Timberland’s Steere said most people
today under about the age of 50 have grown
up in sneakers; they are accepted footwear
on the street, in restaurants and at work,
and today’s trail runners look a lot nicer
than the glaring white athletic shoes we all
used to wear. Plus, they have cachet.
“If they are good enough for Dean Karnazes
running 300 miles, then they’re good
enough for me barbequing in my backyard,”
said Joe Flannery, TNF vice president
of marketing. “Whether it’s barbequing,
hanging out or going for a five-mile
hike, they’re just comfy.”
The lines between lifestyle, outdoor and
trail running footwear are so blurred that
Lowa, in an ongoing Internet survey of its
customers, found that more than a third
are interested in a “trail running/outdoor
fitness” shoe, but only one in five said they
trail run. Nearly three-quarters said they
hike on trails, and a few clicks less reported
they walk. The Lowa customers confirmed
that comfort is king, with nearly two-thirds
voting that as the No. 1 desire in footwear.
“Our customers are running errands
more than they are running trails,” said
Jason Erfling, buyer for the Alpine Shop in
St. Louis. “Customers are opting for trail
running shoes because of the comfort and
cushioning, and they want an outdoor
image rather than a running shoe image.”
So huge is the hanging-out aspect that
even Mark Day of La Sportiva said, albeit
with some sarcasm, that it’s “unfortunate”
its customers do indeed use its shoes for
pursuits on dirt.
“I need what I call ‘the Starbucks shoe,’”
he said. “I want to see my shoes on soccer
moms’ feet who have to walk around puddles…
What color is their money?”
The trail runner, it seems, is becoming
the all-around casual and outdoor shoe.
Partly because of culture, but also partly
because of advancements in design and
technology, it now goes from hanging out
to hiking, from boulevard to backpacking.
And that is what is likely prompting
the sales spurt and beehive mentality.
“The technology has evolved now to
where you can get what you need in a
lighter-weight package,” said Tucker of
Montrail. “You can get great traction. You
can get great protection. You can get great
stability and so forth. Like you used to
have to go to a hiking boot to get. And—
guess what?—it costs less.”
» To see additional story quotes and participation
stats, as well as more company detail, product information
and prices, go to www.GearTrends.com/extras.
» OUTDOOR » SUMMER 2005
Photo courtesy of NASA
“The Toughest Clothes
on the Planet.”
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