Brooks built one spike for one race, and the CEO says that is the whole strategy | Sozzi Unleashed
Dan Sheridan, CEO of Brooks Running, brought Brian Sozzi a shoe that is not on the website. It is a one-off spike built in Brooks’ Seattle lab for Josh Kerr, designed around his biomechanics, and he wore it to break a mile record that had stood for 27 years.
Sheridan’s argument is that the one-off is the strategy. Twenty-five years on a single category, and every bit of that lab work ending up in shoes you can buy.
He also gets into what a shoe costs to make now with duty rates rising, why the next frontier is neuroscience rather than cushioning, and what being owned by Berkshire Hathaway actually buys.
Full episode: https://youtube.com/live/MyvWreaFHZM
Timestamps
0:00 Wings, the marathon, and the spike built for a record mile
1:24 Titanium, a carbon plate, and Josh Kerr’s own biomechanics
2:24 Why a smaller company is outgrowing its bigger rivals
3:42 Neuroscience, flow state, and what a running watch already predicts
5:52 What it now costs to make a shoe, and what it now sells for
8:04 What being owned by Berkshire actually buys
9:39 What a Brooks shoe looks like in ten years
#BrooksRunning #JoshKerr #Running #SozziUnleashed #YahooFinance
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