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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.”
Wednesday, April 08, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
The Wilsonville-based company is targeting GoPro enthusiasts with its latest release. Is spy gear poised to go mainstream?
Friday, April 24, 2015
BY BEN DEJARNETTE | INVESTIGATEWEST
Timber companies and environmental groups take a stab at collaboration to boost logging and restoration in Oregon fires.
Thursday, March 26, 2015
Janet LaBar, Executive director, Greater Portland Inc.
Monday, April 27, 2015
BY JACOB PALMER
Live, Work, Play with Christine Jump.
Monday, April 27, 2015
BY LINDA BAKER
Oregon already ranks as the nation’s second largest generator of hydroelectric power. (Washington is No. 1). Now an elegant new installation in Portland is putting an unconventional, sharing economy twist on this age-old water-energy pairing. The new system, launched this winter, uses the flow of water inside city water pipes to spin four turbines that produce electricity for Portland General Electric customers.
Thursday, April 23, 2015
BY JASON NORRIS | GUEST BLOGGER
There are winners and losers with a strengthening U.S. dollar.
Friday, April 17, 2015
PHOTOS BY JASON E. KAPLAN
The 32nd annual CBC attracted a record number of attendees (11,000) to the Oregon Convention Center.
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34 spots for food, 17 places to sip, and 7 sites to choose a brew beckon visitors.