Fleet Feet Sports stated that Lori Borer, owner of the Red Dirt Running Company location in Lincoln, NE, will convert the store to a Fleet Feet Sports.
Borer will also purchase the Red Dirt Running Company location in Omaha, NE, from principle co- owners Ben Sigle and Trey Vernon, and convert that location to a Fleet Feet Sports. Borer and Fleet Feet Sports will finalize the conversions on May 1 of this year.
Borer, a Nebraska native and member of the Lincoln community for over 25 years, will continue ownership of both stores and lead a staff of 12 employees over the two locations. She first opened Red Dirt Running Company in Lincoln in 2014.
“Lori is a high-caliber, passionate, and energetic force, and her commitment to the local running community truly makes her a great fit for the Fleet Feet Sports family,” says Robyn Goby, vice president of development for Fleet Feet Sports. “We’re excited to bring Fleet Feet Sports into Nebraska for the first time, and to do so with a person like Lori who embodies what powerful local ownership is all about.”
“My staff built an amazing foundation here in Lincoln, just as the team in Omaha has done, and it was time to amplify what we could do,” says Borer. “By becoming a part of Fleet Feet Sports, and all of the support, resources, and programs that come along with that, we’ll continue to impact the experience for our customers and our communities in even more meaningful and robust ways.”
Borer says both stores will begin to take part in brand-specific opportunities, including exclusive distribution of running shoes by the brand Karhu; participation in national initiatives like the June 7 national 5K event, The Big Run; and the upcoming launch of the No Boundaries® training program. Borer says both stores will reflect Fleet Feet Sports branding over time.
A long-time runner, Borer became involved in directing and supporting local races and runs in the Lincoln community. She coaches cross-country and track at Norris High School, located just outside of Lincoln. She and her husband Doug have four daughter
Fleet Feet Sports is the largest franchisor of locally owned-and-operated running stores in the United States. Founded in 1976, the brand currently has 165 locations in 38 states and the District of Columbia.
Photo courtesy Fleet Feet
