REI Co-op announced Thursday it will invest in a multi-year strategy that builds on growth in the running shoe category because customer demand for running and fitness products has doubled since the height of the COVID-19 pandemic. The retailer says it wants to meet this demand by broadening its product assortment of the most sought-after running gear, evolving in-store experiences, deepening training for retail product experts, and expanding national and local partnerships.
“REI’s run business has grown more than 65 percent since 2019,” said Fan Zhou, REI run activity director, in a statement. “As interest and demand for run continues to grow, the co-op is uniquely positioned to serve runners of all skill levels. From those participating in their first marathon or seeking a new solo sport to seasoned athletes looking to set a new personal best or explore new running routes and terrain, we’re committed to being their partner and one-stop-shop for gear, inspiration, tips, training and more.”
REI said the co-op is growing its assortment of technical running gear “to help runners feel supported for extended durations and through any weather condition on either pavement or gravel.” This inventory includes Hoka One One, On Running, Brooks, New Balance, Salomon and Smartwool.
Its own in-house label offers new options in 2022, like the Swiftland Running collection.
To meet its commitment, REI is piloting new store layouts and deepening staff training to serve as inspiration hubs for running gear and equipment needs. Customers will find running footwear fit services expanding in all stores and online. The fit service will factor in an assessment of fitness level, customer goals and where they plan to run to help select the appropriate shoes.
Additionally, the co-op is deepening its engagement with local run clubs and is creating more opportunities to connect communities through their passion for the sport, REI said.
