The history of the Brooks' running shoes

Brooks Sports, Inc., commonly known as Brooks Running, is an American company that has become synonymous with high-quality running shoes and apparel. Founded in 1914 and headquartered in Seattle, Washington, Brooks has developed a reputation for innovative design, biomechanics research, and a commitment to sustainability. Today, it stands as one of the leading brands in the performance running industry. However, the path to its current success was neither short nor straightforward. Brooks’ history is a compelling story of reinvention, adaptation, and a singular focus on becoming the best in running.

Brooks Running traces its roots to the early 20th century. In 1914, Morris Goldenberg founded the M.E. Goldenberg Company in Philadelphia, Pennsylvania. Initially, the company manufactured ballet slippers, bath shoes, and children's shoes. It wasn’t until later, when Goldenberg’s son-in-law, John Brooks Goldenberg, took over the company, that it became known as Brooks Shoe Manufacturing Co., Inc. Throughout the mid-20th century, Brooks expanded its product line to include a variety of footwear products. By the 1930s, the company was making baseball cleats, and in the 1950s, Brooks began producing football cleats. During this period, the brand remained relatively small and wasn’t yet recognized for running shoes. However, the stage was set for its future pivot to the running world.

The fitness and running boom of the 1970s changed Brooks’ trajectory. As jogging became a popular pastime and running a mainstream sport, Brooks saw an opportunity to enter the growing athletic shoe market. In 1974, the company launched its first running shoe, the Villanova, named after the esteemed college cross-country program. This was followed by the release of the Vantage in 1977, which featured a revolutionary "diagonal rollbar" to control pronation. The Vantage was widely regarded as one of the best shoes of its time, winning awards and putting Brooks on the map as a legitimate running brand. Despite this early success, the company faced numerous setbacks in the late 1970s and 1980s. Product quality issues, stiff competition from brands like Nike and Adidas, and financial missteps led Brooks into a period of instability. The company changed ownership multiple times and struggled to maintain a consistent identity. While Brooks had entered the running market, it lacked a clear vision and struggled to differentiate itself in a competitive landscape. The 1990s were a turning point for Brooks. In 1993, Jim Weber was appointed CEO, and he would become the driving force behind Brooks’ transformation. Weber implemented a strategy that would focus the brand exclusively on running. This move was risky but ultimately proved transformative. Rather than trying to compete with giant brands across various sports, Brooks narrowed its focus and invested in creating the best possible shoes for runners.

This single-minded focus enabled Brooks to dive deep into research and biomechanics. By the early 2000s, Brooks had established itself as a pioneer in running shoe technology. It introduced the Brooks Adrenaline GTS, a stability shoe that would become one of the brand’s bestsellers. Brooks also developed its signature BioMoGo midsole, which was designed to biodegrade faster than traditional midsoles, a significant step toward more environmentally friendly footwear. With these innovations, Brooks built a reputation as a brand that prioritized runners' needs above all else. The 2010s saw Brooks achieve new heights in both popularity and innovation. By this time, the company had a clear identity and was recognized as a leading brand among serious runners. Brooks’ research into biomechanics led to the development of DNA midsole cushioning, which adapts to each runner’s unique weight, pace, and gait. This technology helped position Brooks as a brand that tailored its products to individual needs, making it popular among runners of all levels. Brooks’ commitment to quality and runner-specific design caught the attention of Berkshire Hathaway, Warren Buffett’s holding company. In 2006, Berkshire Hathaway acquired Brooks, providing it with the financial backing and stability to grow further. This support allowed Brooks to expand its distribution network and solidify its presence worldwide, particularly in North America, where it dominated the specialty running market. Brooks’ rise coincided with an increase in the popularity of marathon running, distance events, and recreational jogging. To cater to various running styles, Brooks released shoes like the Ghost for neutral runners and continued its line of Adrenaline models for stability. Each model received consistent updates and technological advancements, leading Brooks to become a preferred brand among marathoners, trail runners, and casual runners alike.

In recent years, Brooks has focused on sustainability and reducing its environmental impact. The company introduced initiatives like Run Happy Carbon Neutrality, aiming to become carbon neutral by 2040. Brooks also expanded its line of sustainable products, using materials like recycled plastics and environmentally-friendly midsoles in its shoes. These efforts reflect Brooks' recognition of modern consumers' expectations for companies to adopt more sustainable practices. In 2021, Brooks launched the DNA Loft v3, an advancement in cushioning technology using nitrogen infusion, offering softer, lighter, and more responsive support. The brand’s dedication to innovation has kept it at the forefront of the running shoe industry, with each model iteration receiving improvements based on extensive runner feedback and research. Brooks Running has carved out a unique position as a brand singularly focused on running. Its commitment to quality, science-based design, and community involvement has made it a beloved brand among both professional athletes and casual runners. Brooks' slogan, "Run Happy," captures its brand philosophy: to create products that not only perform but also enhance the joy of running. Today, Brooks is consistently ranked as one of the top brands in the specialty running category, outpacing many larger companies in runner loyalty and customer satisfaction. Its journey from a small shoe manufacturer to a leading name in the running world is a testament to its adaptability, resilience, and dedication to serving a specific, passionate audience.

Craig Payne is a University lecturer, runner, cynic, researcher, skeptic, forum admin, woo basher, clinician, rabble-rouser, blogger and a dad.