Brooks Running Respectfully Reenters Lifestyle with LE Adrenaline GTS 24

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Side (right) view of Brooks Adrenaline GTS 24 for menExperience the Brooks Men’s Adrenaline GTS 24: Prioritizing runner’s safety with our Holistic Support System. Enjoy optimal movement and breathability with our Enhanced Air Mesh upper.

Source: Adrenaline GTS 24 Mens Running Shoes | Brooks Running

A few years ago Brooks stopped pursuing lifestyle and classic footwear and focused on running. Brooks landed their first billion-dollar revenue year.

Brooks Runs to $1 Billion in Revenue by Understanding their Core

In the article above I discussed the importance of focusing on community and fitness as opposed to pursuing the ever-shifting dollar of hype and sneaker culture. Brooks developed community as it pushed the importance of the run. This gave the company considerable growth.

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The Adrenaline 24 is a solid running shoe. In the picture above the classic materials for a serious running shoe can be found. Instead of Brooks looking to dive back into retro running, because brands like Saucony and New Balance have found some success in collabs and limited drops with classic footwear, Brooks took a considered approach.

Side (right) view of Brooks Adrenaline GTS 24 for men

Run-It-Back Collection

The limited-edition Adrenaline GTS 24 blends our iconic ‘70s style with our soft, supportive modern tech.

Brooks could have easily launched a retro version of the Beast from the 90s featuring the suede upper, but doing so places their retail partners at a disadvantage of trying to shift the Brooks buyer from performance into a casual look.
The easiest way to reintroduce retro is via collaboration, but the marketing dollars required to feed the hype machine when the brand doesn’t currently exist in those channels would have been flawed. They opted instead to remain rooted in performance with Adrenaline and added hits of leather and suede atop their performance tech. The outcome is a modern retro rooted in the aesthetics which has worked for the brand. It’s an intelligent way to slowly move towards lifestyle.
Detail view 3 of Adrenaline GTS 24 for men
Mudguard and Toe view of Brooks Adrenaline GTS 24 for men

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