#19 – Brooks Running: Feeling More Alive

“Everything we do is designed to make you feel more alive”

is the purpose statement of Brooks Running, the Seattle-based sport equipment company, and it truly represents the fuel behind their impressive growth.

Their purpose isn’t just a tagline, and they aren’t just selling shoes: they’re selling a transformative experience.

In the 80s they faced bankruptcy, but fast forwarding to 2011, they became the top-selling brand in the specialty running shoe market!

This resurgence is a testament to the power of a clearly defined purpose. By focusing solely on running and increasing their concentration on performance technology, Brooks Running tapped into a market hungry for innovation that enhances the running experience.

Brooks understood that runners weren’t just buying shoes; they were investing in a lifestyle, a feeling, and a personal transformation.