Birkenstock said it expanded distribution to to outdoor and running specialty accounts, including include signing on key retailers Fleet Feet, Skinny Raven and Kirkham’s.
Jay McGregor, vice president of sales and marketing states, “Retailers and consumers alike value what Birkenstock products bring to the active, outdoor lifestyle. Were thrilled with the response weve received thus far, and are confident that this is only the beginning.”
New retail partner, J.D. Denton of Fleet Feet shares, “Birkenstock is the original recovery sandal, even though few of us used that phrase back in the 80s when we first started slipping on a pair after a long run to allow our feet to warm down in a comfortable supportive environment. Recovery footwear may be all the rage these days, but Birkenstock created the category decades ago with their very foot-friendly design.”
To support these initiatives and promote positive sell through, the brand’s 2011 advertising campaign targets the outdoor and running consumer more forcefully than ever before in key publications such as Outside, Runner’s World, Backpacker, Fitness, Men’s Journal and Yoga Journal with messaging that highlights the health and wellness and après/recovery benefits that Birkenstock footwear offers.
Further driving the groundswell, Birkenstock has hit the road this year making special stops at events such as Appalachian Trail Days, Outside in Aspen, Rock N Roll Marathon series and the Big Sur International Marathon.
Well-known industry professional and Birkenstock Territory Manager, Howard Jones explains, “Active individuals are naturally drawn to us at events across the country, sharing in the recovery benefits and inherent comfort found in Birkenstock footwear. They connect with Birkenstock as a brand that authentically speaks their language, shares their love of adventure and maintains a commitment to environmental sustainability.”
Jay McGregor, Vice President of Sales and Marketing emphasizes, “Runners and Outdoor Enthusiasts both demand and require quality, performance and wellness products – all values fundamental to Birkenstock. We expect big things in 2012.”
