Stride Signature – Food For Thought From Brooks!
As many will already know, I’m never normally one to offer praise in the direction of running footwear manufacturers, or their “latest innovations”!
That said, yesterday my Facebook feed presented me with a new white paper from Brooks, introducing a concept they are calling Stride Signature.
Of course, Brooks being in the retail business, rather than science per se, there’s the inevitable slick marketing and cool-sounding terms such as Natural Habitual Joint Motion.
As ever, I’m intrigued to find out a little more about the research they cite. However what really pleases me is the overall sentiment and approach they are advocating – working with the individual to accommodate their own running form, rather than attempting to ‘correct’ biomechanics based on generic and potentially redundant concepts of what ‘normal’ should be.
Sounds a lot like Form Before Footwear, a long-held mantra of my own!
We want to propose a radical shift in the running shoes paradigm…
The concept of Stride Signature starts with the runner, not the shoe…
If you have 15mins, it makes a good read!
What Happens Next?
Having done my time in the running retail industry, on the shop floor here in the UK, I know one thing for sure…
It is one thing for Brooks to be leading with this concept and subsequent marketing campaign, using Stride Signature as a point of difference within a competitive market full of increasingly educated buyers – what happens on the shop floor is often quite another thing all together.
Particularly within the stores of their many different retail partners, I anticipate the biggest challenge for Brooks brand reps being staff training, changing the mindset of how the average member of staff assess running gait and recommends footwear.
Regardless of how much of Stride Signature and it’s concepts turns out to be solid science, or otherwise marketing spin – I stand firmly behind the concept of assessing and addressing the runner as a whole, remembering the Form Before Footwear principal.
Anything that reinforces this approach amongst the running retail community gets a big thumbs up from me
Leave a comment. Ask us a question...