The Running Event (TRE), held for the first time this week in San Antonio, TX, delivered a record number of exhibitors, crowded aisles, and robust booth spaces, as the running industry appears to have reached another banner year.
The show attracted 357 exhibitors across nearly 100,000 square feet, including 124 first-time brands and 60 outdoor-focused Switchback exhibitors, versus the 2024 show held in its longtime home of Austin, TX, which showcased 336 brand exhibitors in over 90,000 square feet of space, 111 first-time brands and 45 outdoor-focused Switchback exhibitors.
TRE, a combination trade show, networking event and educational conference, was founded by four former Sporting Goods Business executives and had been held in Austin since 2006 but moved to San Antonio following planned renovations at the former’s convention center.
Exhibitors and retailers at this week’s show, interviewed by SGB Executive, were more upbeat than at the 2024 venue, held after the 2024 Presidential election of Donald Trump and his subsequent tariff threats. The tariffs arrived, but this year’s attendees seemed relieved that the running industry had mitigated much of the tariff impact and had not seen a significant pushback from consumers over higher prices.
While some missed their old haunts in Austin, Diversified’s move (the show’s new owner) to the Henry B. González Convention Center was generally welcomed by show veterans, providing a chance to explore the Alamo, the River Walk and other facets of the historic city.
The show has benefited from several tailwinds behind the running category, including higher interest in the sport as noted by increased participation in racing and the explosion in run clubs; running silhouettes ranking as a hot fashion trend; and several strong trends, with many brands releasing more plush, max-cushioning shoe models as well as carbon-infused super shoes at the show.
“I think there’s probably more retailers at the show than ever before,” Rick Wilhelm, VP of Specialty Sales at Brooks Running, told SGB Executive. “People are running and walking more. Even with some of the tariffs and price increases, people are going to be buying shoes because it’s a need. They’ve got to stay healthy, both mentally and physically, and, I think, probably a bigger part is mentally with everything going on when you pick up the newspapers. The industry is in a good spot.”
The strength of the running category is encouraging many brands, particularly non-U.S. ones, to invest in entering the space. The latest event held by the show featured the debut of Chinese footwear giant Anta and Kiprun, Decathlon’s running brand, as well as several running footwear upstarts, including Atom, Mount to Coast, Tyr, Notace, and Swift Running.
For some exhibitors, one challenge of attending the show is that it overlaps with the FFANY footwear show in New York City, limiting rep coverage. Many attendees acknowledged that the run industry’s sales growth this year has been propelled by higher average selling prices rather than unit volume, and that the uncertain economy is making retailers more conservative when placing orders.
Mike Cosentino, founder and chief running officer at Big Peach Running Co. in Atlanta, GA, questioned whether the doom-and-gloom forecast for a pending downturn might turn into a self-fulfilling prophecy and bring down holiday sales.
“I am concerned that all the negative talk about everything from consumer spending to inflation and tariffs at some point, whether it’s fully true, has an impact on how people behave, and, ultimately, people might not shop as they otherwise would have,” said Cosentino. “Right now, we’re not seeing that. We’re happy to be able to report our overall business is growing at double-digit growth, and, yet, at the same time, we are aware of the chatter in the background, and we’re curious what kind of impact it’s going to have.”
Longer term, Cosentino remains bullish on the run industry in large part because it’s operating more efficiently.
Koichiro Kodama, Asics North America president and CEO, expressed a slight concern about the show’s move from Austin but felt relieved to see the energy extend to San Antonio.
“I walk around and see a lot of friends, including competitors, and the energy, passion and enthusiasm are the same, maybe more,” said Kodama.
He was also among those who believed higher prices had not affected running footwear sales compared to other, more discretionary categories. Kodama said, “The consumer is looking for quality and good function and even at price points of $225 to $250, they want to buy.”
“For Mizuno, it’s been great,” said Chris Brewer, senior director of running at Mizuno USA, of the San Antonio venue. “There’s a lot of buzz around our brand. People love the innovation we have coming. We’ve been able to preview through SS27, so now people understand that the pipeline is full and it’s continuing to be all the stuff we promised about being disruptive, super-sweet product and a great new brand that you can lean into.”
Brewer noted that Mizuno has been “very cautious” in raising prices to offset the impact of tariffs. He sees retailers as cautious about inventory but believes it has more to do with the economy than with backlash over higher prices in recent months. Brewer said, “Consumer sentiment is not very high right now.”
Trend-wise, Brewer continues to see strong demand for cushioning in the running footwear category. “There’s talk of a shift back towards a lower profile, but I think there’s going to be a new lower profile. It won’t be the old lower profile, and we’re not sure when that trend will happen because it’s the outliers that are asking for that. So, we’re monitoring it. But I don’t think max-cushioning is ever going away, I don’t think people are going to want soft foams in the future.”
Tony Post, founder and CEO of Topo Athletic, the fast-growing running brand owned by Designer Brands, Inc., said he has seen a “lot of enthusiasm” at this year’s show following a year that presented numerous challenges tied to tariffs.
Post noted that Topo Athletic’s sourcing was balanced between China and Vietnam at the start of the year, but the brand had to shift a significant amount of its production to Vietnam when the country began facing excessive tariffs in the spring. Post added, “That created some challenges for us because it’s not a matter of just moving product. You have to certify the factories. You have to go through the fit trial processes for all the products. You have to get all the materials and ingredients there, etc. That put a strain on our inventory in the summer months. But now, the good news is that everything is dual sourced between Vietnam and China, which gives us much more flexibility. We’re in a great position for 2026.”
Topo raised product prices overall by $5 at retail in May to counter tariff pressure, and has since lifted prices on certain items, but has not felt a major impact. Topo’s sales to Designer Brand’s second quarter increased 45 percent. Post said, “By and large, the brand is still a great value for what we provide.”
Jeremy Nelson, CEO at Roll Recovery, the maker of massage therapy tools that launched recovery footwear this year, also noted that shipping has been challenging. He noted that the company’s vendors initially rushed shipments to avoid tariff hits, then delayed shipments, hoping tariffs would be reduced, and many ended up scrambling to fulfill orders when they were needed. He said, “It’s been hard logistically to figure all that out.”
Nelson said the show feels “less busy” than in 2024, but Roll Recovery is having “way more effective conversations” and he senses “a lot of optimism” from attendees, as the industry has weathered disruptions this year.
“The show this year is bigger than it was last year,” said Nelson. “So, a lot of new companies and bigger booths. Everyone seems to be scaling up. So that’s a good sign.”
At Ryka’s booth, Danielle Pfeiffer, director of sales at Caleres, Inc., the parent of the women’s athletic shoe brand, arrived at the show mid-day on Thursday, December 4, after her appointments at FFANY’s (Fashion Footwear Association of New York) Market Week in New York City. Pfeiffer said Ryka’s booth had seen a lot of foot traffic and felt that the show could be taking traffic from FFANY.
Pfeiffer noted that Ryka has not seen much customer resistance to higher prices. “If we’ve raised the cost too much, we’re going to course correct because sales solve everything,” she said.
Byron Gartrell, head of marketing, Run Specialty at Puma North America, said the company has had its ‘best year” at this year’s show due to the innovations the brand has been adding to the run footwear category with its Nitro technology, including as sponsor of fitness racing competition Hyrox that has been bringing runners to retailers. Gartrell also agreed that the sport of running has found new growth drivers.
“I think the industry is excited with the running boom that’s currently happening,” said Gartrell. “And it’s not just road races. It’s the expansion of things like run crews and run clubs, and how we’re getting more people into running from diverse backgrounds.”
“From an event participation standpoint, the industry is definitely seeing an increase in participants, and I think the energy is there with new runners,” said Michael Clemons, director of operations for Running USA. “It’s just a whole new culture, and I think that brings in a fun, new energy and just makes things fresh. For so long, the running industry was status quo, and now we’re moving into a new just foundation, a new structure, that makes it all exciting at the events.”
On his sixth visit to a TRE show, Clemons marveled at the stream of new brands and technologies arriving each year and believes the additional outdoor section enhances the show’s appeal. Clemons said, “We’re all going after the same targets, but we all want to see the industry succeed. So, it’s one of those ‘all boats rise’ situations where we bring in the outdoors, bring in anything that works in the endurance or running space, all together. I think it just adds to the ambiance and the energy.”
Dave Spandorfer, CEO and co-founder of Janji, the Boston-based running apparel company, sees the show as a benefit, bringing influencers and adding an outdoors component. He said, “It just gets better, more full and more interesting and unique every year.”
He added that many consumers are increasingly seeing running as a key part of the outdoor experience, and that creates a broader lifestyle opportunity for the space.
“We’re fortunate. This year we’ll have our highest growth rate since COVID, and I think that is the reality of just more people running,” said Spandorfer. “More young people are running, more outdoor people are running, more people are looking to wear running gear as part of this, like a more active lifestyle.”
Spandorfer added, “The end results aren’t showing up at every run specialty store in the country. But I think there’s absolutely a rising tide in how many people are discovering and falling in love and basically fitting in running as a part of their lifestyle.”
Terry Schalow, executive director of the Running Industry Association (RIA), is encouraged that the running industry is doing a better job of attracting younger participants through the establishment of run clubs and other initiatives. He said, “The 20-somethings are a demographic that our channel hasn’t typically done a great job at attracting. We’re doing an incredible job pulling in the 30-to-50 age group in both genders, but the 20-to-30 somethings are just kind of coming into the sport. We need to make sure that they’re exposed to run specialty stores and create brand stories and shopping experiences that make them want to come back and be lifelong customers.”
He said the show offers a “very productive” way for his team to meet RIA’s retail and brand members, with the organization holding a membership meeting at the show. Diversified Communications also helps support RIA events. Schalow said, “It’s a symbiotic relationship.”
He added that while there’s “a lot of uncertainty,” RIA expects the run specialty industry to show a modest gain this year, which will mark another record year. Said Schalow, “Are we seeing double-digit increases? No, we’re not, but a record year is a record year. We’ll take it!”
“I think that the overall energy at the show is refreshing and different than what it was,” said Wayne Elsey, founder of Sneakers4Good, a sneaker reuse and recycling program, and a long-time attendee. “It’s always been great, but I think it’s taken it to a new level.”
Elsey believes adding outdoor brands to the mix also creates more opportunities for exhibitors and retailers. Adding, “It’s good to see a lot of these young emerging brands showing up that maybe couldn’t have come before, but now they’re here because the audience is here, and they can get exposure as well.”
Before Soles4Souls, Elsey was a footwear executive, noting that his organization’s efforts have been impacted by a rise in shipping and logistics costs by about 12 percent over the last two years, but he believes consumers will pay for quality running products. “For good running shoes and athletic brands, they’ll spend up versus spend down,” continued Elsey.
“The energy here is terrific,” said Matt Powell, veteran retail analyst who heads up the Spurwink River consulting firm, as he walked the show, “And many more people are here than at the last show. I think the combination with Switchback continues to work.”
Powell nonetheless said that although he noticed a few in attendance, the show should be attracting more larger retailers.
“As hot as running is, every retailer that’s in the shoe business should be here,” said Powell. “We’re in a period where performance running is fashion, and we don’t hit those sweet spots very often where one of the largest performance categories is really in fashion.”
Powell believes road running will continue to be a fashion trend in the seasons ahead but also sees trail as the next fashion category. However, he also thinks that stack heights supporting the max cushioning push have reached extremes, such as Vomero Premium’s 2.17-inch stack height.
Powell said, “I think we’ve reached clown level at this point. And not everybody wants high stack heights. We were recently at a running store that had nothing but high-stack shoes. There needs to be a blend.”
Michael Rivarde, manager at Red Rock Running Company in Las Vegas, NE, is a strong believer in the super-shoe trend.
“Carbon plates, a lot of carbon plates,” he said in an interview with SGB Executive on the show floor, when asked about trends. “The mid-soul of foam is becoming very critical because everybody wants a feel. I think Adidas has reset the market with their EVO SL, taking the super foam and putting it in a regular shoe, and now everyone’s on the hunt to do the same. I think the next trend is that super critical foam in your everyday trainer.”
Rivard continues to see the show as a connector with the community and find new brands, and was likewise confident that the run industry can manage higher prices. “I think people will spend money on what matters to them, and their feet are very important,” he said.
Steven Sashen, co-founder, CEO and chief barefoot officer of Xero Shoes, showcased the brand’s performance and lifestyle footwear at the show, noting that some retailers seek alternatives to plush-cushioned shoes
“There’s obviously a lot of high-stack, high-cushion shoes out there, and we say ‘great’ if you’re happy to run in those models. But once you’re done running, you may want footwear that lets your toes spread, helps realign your posture and lets your feet move more naturally for recovery. We’re here basically to be a compliment to whatever everyone else is doing.”
Sashen said the trade show has become less about order-writing than in its earlier years but remains effective in the selling process. “They made the show short enough that there’s not really the time to sit down and go through the product catalog and figure out what you want. They basically take some pictures, grab a catalog, and we make plans to talk next week. But it gives us more time to see more people, too,” he continued.
Sashen also remarked that the show has continued to evolve, filling a void left by the challenges facing Outdoor Retailer, stating, “We didn’t have a home for a while, so now it feels like we have a home.”
“We’ve been busy all morning,” said John Gaither, CEO of the performance sock brand Feetures, on the first day of the trade portion of the show. “Seems like some brands have invested in new booths, which gives it a more elevated feel. But obviously, running is a hot category right now, and that’s reflected in the fact that the show continues to get bigger.”
Gaither said retailers are responding to Feetures’ more colorful socks, with designs that are attracting customers to the sock wall and giving them a reason to buy.
“From the conversations we’re having, I think the general spirit of people at the show is really positive,” said Gaither. “The macro environment is challenging, but I think retailers in this space are resilient, and I think ultimately optimistic that business conditions in running specialty will continue to be favorable, even though there’s sort of uncertainty in the bigger picture.”
Tanya Pictor, co-founder of the sock brand Jogology, who previously co-founded Balega with her husband Bert, said the show always feels like “family reunion” and that past relationships led to a strong launch of Jogology two years ago. She admitted it’s a challenge for a new brand to replace other brands on the sock wall. Adding, “It has to make sense for both the customer and for ourselves.”
Pictor believes retailers recognize the challenges brands face in keeping prices down amid cost pressures, but also believes some vendors are taking advantage of the tariff situation to raise prices. Pictor said, “I think the retail customers are savvy enough to see where there’s a fair partnership or not.”
Torrie Jackson, VP of CEP USA, said her team has not seen many retailers overly fixated on price in discussions at the show. “I think that the vendors are trying to take the burden of a lot of those tariffs. I think retailers are understanding that it’s a challenge everyone is facing, and that we’re both trying to do what we can to overcome it and work together. While it hasn’t been a huge topic in our booth, we are an international company, so it’s a huge topic internally,” she commented.
Jackson said the German-based brand now offers a color-coordinated, head-to-toe solution, launching running shoes last year. She also noted the company’s booth traffic had been boosted by bringing in a treadmill equipped with sensors to provide a biomechanical running assessment.
“We’ve seen a lot of good energy throughout the day,” she added. “I think the bright colors are bringing people in.”=
Image courtesy TRE
