Road Runner Sports drills deep into its customer files to provide rewarding direct marketing

By Melissa Sepos

Few things drive a runner battier than the loss of a favorite model. Shoe manufacturers now change or update shoe lines about four times a year, so the chances that a runner’s shoe will be discontinued is pretty good. RRS alerts runners so they can purchase a bunch of shoes before their chance is gone. A spin-off of the program is the “Classic Shoe” program. RRS obtains rights and the mold to extremely popular shoes and continues to make them for its customers.