Birkenstock Wants to Target Runners and Position Its Footbed as a ‘Recovery’ Shoe Option

Birkenstock may be a fashion sandal brand, but the company is trying to win over a new subset of consumers as well: runners. The German sandal company on Thursday laid out a plan to position its footwear as an ideal recovery option for runners after their workouts. In a call with analysts discussing the company’s 2023 results, Birkenstock’s president of Americas David Kahan said the brand had progressed in expanding its distribution “so that the benefits of our footbed make it front and center in running specialty shops.” This new initiative, Kahan explained, is mean to educate sports-oriented consumers on the benefits of Birkenstock’s footbed “whereby this consumer can benefit from Birkenstock as a recovery item as part of their athletic lifestyle.” Using the marketing slogan of “Run, Birkenstock, repeat,” the sandal company is looking to capitalize on the lucrative running market, which has led to massive gains for brands like On, Hoka and Brooks in recent years. “This helps us ensure the benefit of our footbed leads a growing revenue base to complement purchases made by some who may buy for fashion-led reasons,” Kahan said. He noted that Birkenstock is being strategic when it comes to expanding into doors where

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