Color Conundrum
The RIA Summit took a lot of planning and preparation —but I could feel the momentum shifting in our ongoing conversation around color. Following the 9:45am Color Conundrum presentation, I had the opportunity to meet 1:1 with several brands alongside other retail partners to dive deeper into the roadblocks, quick wins, and ways we can support one another.
What stood out most: every single brand expressed genuine interest in moving the needle. Whether they're already implementing changes or just starting the journey, each is engaging in their own way—and that is huge.
Many vendors built directly on the dialogue we began in November at TRE. Even some of the larger, more complex organizations showed up with thoughtful ideas and early solutions already in motion. As I said during the presentation, progress will look different for each brand—but everyone is stepping up.
One key takeaway from TRE that resonated with many brands was the shared goal of removing the need for D2C discount codes. The issue often stems from how global assortments are managed. For example, if ASICS develops 20 SKUs and the North American team carries only 10, other international markets (like Germany) might opt into 1–2 of the remaining colors. To meet minimums or due to internal decisions, these leftover SKUs sometimes end up exclusively on the D2C channel.
Brands like ASICS, Altra, and On acknowledged this as a real challenge and are actively working to solve it. A promising tactic they’re exploring is when a D2C team picks up a color not available on the B2B platform, they’ll now place small inventory buys that allow run specialty retailers to access those colors through at-once ordering.
Below, I’ve summarized key brand updates from this week’s conversations. These are meaningful steps forward—and I believe they’re just the beginning.
ALTRA
Drop Ship Availability:
Altra now has a drop ship option available directly through their B2B site. If you haven’t explored this feature yet, it’s worth checking out as it could offer more flexibility in fulfilling customer orders.
Maintain Margin Update:
When I originally pulled invoice data for the “Maintain Margin” analysis, the discount rate in Altra’s B2B system had not been updated due to a manual error on their end. That issue has since been resolved, and I’ve updated “The Goal” slide to more accurately reflect Altra’s current position.
Color Strategy:
Altra is working to align colorways across channels—bringing more of their D2C colors into B2B. This should reduce the need for discount codes and provide more parity in product access for run specialty retailers.
Next Steps:
We will begin ideating on what a round table discussion looks like in San Antinio at TRE.
ASICS
Run Specialty Commitment:
Asics came to the table fully engaged. They even shared that they had posted the Run Specialty “report card” in their sales meeting to spark solution-based thinking. It’s clear they’re not just listening—they’re acting.
Retailer Hotline – A New Tool:
One of the most exciting updates Asics is working on is the launch of a dedicated hotline for Run Specialty retailers. If a color appears on Asics.com but isn’t showing on the B2B platform, retailers can call the hotline to have the order placed directly. This solution was extremely well-received in the room and gives Asics visibility into demand through hotline usage tracking.
Future Visibility on D2C-Only Colors:
While not available yet, Asics is exploring the possibility of displaying D2C-only colors on their B2B platform, even if the color isn’t available to order directly. This would make it easier to spot what’s missing and trigger a hotline call—no more bouncing back and forth between platforms. Ordering process and access to ALL colors have been added to SP2026 Future bookings. ALL colors are in the catalog to order. We also do offer .COM codes through Rep for the 1-off needs. 30% off plus free shipping
Drop Ship Availability: ASICS is looking to implement a flat rate fee to bring down the current price. They currently offer Net 90 and AO discount.
BROOKS
Continued Investment in Run Specialty:
Brooks remains strongly committed to the Run Specialty channel. However, when it comes to equitable access to color, things are complex. Their partnerships with major retailers like Dick’s and Academy can influence color availability—sometimes those retailers request slight customizations or have legal or charitable partnerships tied to certain colorways. As a result, Brooks estimates they offer about 90% equitable color access to Run Specialty retailers.
Customer Retention & Color’s Role:
One key point that came up was the challenge of securing the customer’s second purchase. Many in the room acknowledged how tough it is to retain customers once they leave with that perfectly fitted first pair. Brooks engaged in conversation about how color limitations in Run Specialty may unintentionally push customers toward other online or big-box options when it comes time for a refill—simply due to broader color availability.
This is an area we’ll need to continue exploring together—how can we align product access and digital tools to help bring that second sale back into the Run Specialty store?
Next Steps:
We will begin ideating on what a round table discussion looks like in San Antinio at TRE.
MIZUNO
Run Specialty Alignment:
Mizuno continues to set a strong example of Run Specialty support when it comes to color, consistently checking all the right boxes. With tight distribution and robust B2B inventory access, the topic of "Seamless Product Access" feels almost moot—they're already delivering in this area. I have changed their box from blank to N/A.
What stood out in our meeting was Mizuno’s deep commitment to truly understanding the unique needs of our channel. Their goal isn’t just to maintain their position—they’re actively seeking ways to help us win more customers and stay competitive.
Importantly, Mizuno isn’t treating their leadership position as a finish line. They’re dedicated to giving Run Specialty every possible tool to support the fitting process and grow our impact. As a nimble organization, they’re well-positioned to test new approaches, especially when it comes to color access and innovation tailored to our channel.
Website Relaunch & Retailer Traffic:
This summer, Mizuno will be launching a refreshed website that goes beyond D2C—it’s designed to amplify the broader Mizuno brand story while also driving traffic back to Run Specialty stores. It’s a thoughtful approach that underscores their ongoing investment in our collective success.
Next Steps:
We will begin ideating on what a round table discussion looks like in San Antinio at TRE.
NIKE
Drop Ship Costs:
There was an error in the presentation and the Nike drop shipping is FREE! This is a huge win for a brand that has many other inventory obstacles. The updated chart is attached in this email.
Run Specialty Color Access:
Nike acknowledged the scale of their business presents challenges, but they are actively working to improve color access for Run Specialty. While it’s inevitable that some colors will appear online or in other retail channels, they anticipate that only about one color per season will fall outside of Run Specialty access. Brian and his team are working hard to ensure we have visibility into most styles.
MAP & Margin Protection:
The Nike team is advocating internally for stronger MAP protection and margin support—especially on the Structure Premium, Pegasus Premium, Vomero Premium, Structure Plus, and Vomero Plus models. The Peg 41 is more difficult to protect due to its current lifecycle stage, and both Vomero and Structure are in a lifecycle phase that complicates MAP enforcement. Still, this remains a priority.
Transparency Around MAP Drops:
Nike committed to providing clearer guidance around end-of-lifecycle MAP drops, with the goal of giving retailers better visibility into seasonal vs. six-month color transitions. This level of transparency will help us plan more effectively and reduce surprises around pricing shifts.
Next Steps:
Nike was the first brand to set a check-in date, aiming to report back on their progress in late July or early August. That follow-up meeting will give us a chance to revisit the issues discussed and see how the roadmap is evolving.
ON
MAP Policy Challenges:
Due to global constraints—particularly in Europe where MAP policies are illegal—it’s extremely difficult for On Running to implement MAP pricing globally. That said, the U.S. remains a critical market, representing 60% of On’s sales (pre-tariffs), and the North America team is actively working to support more sustainable MAP practices stateside. It should be noted that this work will take time but Luke is working hard to better preserve the brand’s price point through thoughtful MAP policies.
Meantime, channel-exclusive models like the Flow and Flyer will be MAP-protected, which is a significant step forward. The core four models remain a challenge, but Luke and the team are working on strategies to better protect those products as well.
Run Specialty Color & Marketing Support:
On acknowledged that they’ve underinvested in marketing Run Specialty-specific colorways. They are now committed to increasing advertising and marketing dollars to help promote these exclusive styles.
Next Steps: Luke is working very hard to make progress within On Running. I fully expect a mid-summer reconnect so that we can plan what TRE looks like in November.
PUMA
MAP Pricing Commitment:
Puma will soon be moving forward toward launching a 100% MAP pricing strategy across the full life cycle of each model, starting in Q2 of 2025. MAP will now be tied to the model itself rather than shifting by season, which is a major step in protecting retailer margins.
Improved Inventory Access:
Puma is working closely with their D2C team to shift footwear inventory from D2C into the B2B platform, minimizing the need for discount codes and improving access to core styles.
Run Specialty Distribution Strategy:
For their Nitro line, Puma has adopted a tight distribution model, with availability limited to run specialty stores, ecommerce, and ecomm-focused run retailers. This gives them more control over color flow and inventory management—benefits that should help us all on the sell-through side.
Drop Ship Costs
Puma will be instituting a $2/pair cost for all drop ship orders in the Fall of 2025.
SAUCONY
Better alignment with D2C: Saucony believes there is an opportunity to better align on a U.S. assortment that is the same or at least increasingly similar across wholesale and D2C. This will cut down on the one offs that may exist on Saucony.com. This may mean they cut a color or we add a color but seems like it would be easy compromise and support this initiative.
Buy strategy: Saucony may be tougher to execute but we will explore potential to partner with D2C on buys on tertiary colors that we’re not anticipating to be high volume with ongoing inventory for fill-ins, special orders etc. We could potentially place a slightly higher buy and share the across wholesale and D2C ATS inventory to increase the likelihood of availability for special orders in these tertiary colors, to achieve better availability across all color
Discount codes: we understand why this is not a long-term solution or even short-term stop gap for some retailers given the reasons we discussed in ATL, we have these available today for retailers who want to utilize codes
HOKA:
Hoka had their national sales meeting at the same time as our RIA Summit. Lori and the team have been communicating about getting together over zoom and regrouping since Austin.
NEW BALANCE:
Keith Kelly could not attend the RIA Summit and wanted to be directly involved in these communications. We are going to be planning a 1:1 regroup in the upcoming weeks.
In conclusion, I believe we have a format here that works well at creating meaningful conversations between brands and retailers. It starts with data and presenting that data to your partners. I am not certain what San Antionio looks like, but I want to keep these conversations going. Any input is welcome.
Kathy Gates, The Running Well, Owner
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