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|Articles - October 2012|
|Monday, September 24, 2012|
BY JON BELL
The highest hurdle facing Portland minimalist running shoe company SKORA since it officially brought its first two models to market in February hasn’t been convincing runners of the potential of the new shoes. Instead, it’s been one of simple recognition among retailers in a field dominated by big guns like Vibram FiveFingers and the Nike Free Run.
“The biggest challenge is being recognized by the running specialty market as an option,” says company founder David Sypniewski, who first saw the light with barefoot-style running after an injury about a decade ago. “It’s been finding retailers that are progressive enough to truly carry specialty products.”
The longer — and possibly slower — inroad into the $500 million minimalist-shoe market has simply been to get people to try out a pair of SKORAs, either the BASE, which retails for $110, or the FORM, which uses Pittards leather from England and goes for $185. By late August, SKORAs were available in about 35 specialty running shops across the country and distributed in seven countries, with more outlets coming onboard every week.
“When a runner or a retailer puts them on, they see these are something truly different,” says Sypniewski, 34, who comes from a sales and marketing background.
The other course for Sypniewski, who funded the startup with savings and credit cards until an investor pitched in $900,000 in 2011, is money. He hopes to raise an additional $3 million in the next two years, a decent chunk of which he is optimistic will be confirmed by the end of this year.
SKORA, which employs four people and has six sales reps across the country, will invest future funding widely in marketing and advertising — from magazine ads to event appearances — and retail support. R&D will figure prominently as well, as the company already has two new models ready for 2013 and a trail shoe on the drawing board.
Combined, those efforts, along with a newly launched brand-ambassador program that will support up-and-coming amateur athletes, have Sypniewski fired up about the future.
“We’re still small and scrappy,” Sypniewski says. “It’s early, but it’s exciting.”
Thursday, September 24, 2015
BY KIM MOORE | RESEARCH EDITOR
The traditional model of sports teams using paid media to get their message across is disappearing as teams look instead to social media to interact with fans.
Monday, September 28, 2015
BY BEN DEJARNETTE
Controversial track star Nick Symmonds is leveraging his celebrity to grow a performance chewing-gum brand. Fans hail his marketing ploys as genius. Critics dub them shameless.
Monday, September 28, 2015
BY KIM MOORE
A conversation with Jonathan Bennett, managing partner at law firm Dunn Carney Allen Higgins & Tongue.
Thursday, September 10, 2015
BY KIM MOORE
Oregon is set to become a hub of a new type of wooden building design as a southern Oregon timber company becomes the first certified manufacturer of a high-tech wood product, known as cross-laminated timber, or CLT.
Thursday, August 20, 2015
Which of the following would be most effective in reducing the cost of operating a public university in Oregon?
Wednesday, September 16, 2015
BY GREGG LEWIS | OP-ED
The issue of green-washing remains a significant challenge to those of us who would like to see the building sector in this country do more than make unverifiable claims of sustainability. Transparency about the impacts of a given material is the only way to allow designers to make intelligent choices when selecting building products.
Wednesday, August 19, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
One of the hottest new investment trends has proven quite lucrative for some companies.
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