The story
Early history: Founding, Bruxshu Gymnasium Shoes, Carmen Manufacturing
Brooks Sports, Inc. was founded in 1914 by John Brooks Goldenberg, following his purchase of the Quaker Shoe Company, a manufacturer of bathing shoes and ballet slippers. Based in Philadelphia, it operated as a partnership between Goldenberg and his brothers, Michael and Frank. By 1920, Quaker Shoes had been renamed Brooks Shoe Manufacturing Co., Inc., and its shoes were sold under the brand name Bruxshu. In addition to bathing shoes and ballet slippers, it sold a gymnasium shoe, Ironclad Gyms. The company's innovations included the 1938 introduction of orthopedic shoes for children, Pedicraft, and rubber brakes for roller skates (then known as "quick stops"), patented in 1944.
In 1938, the Goldenbergs purchased the Carmen Shoe Manufacturing Company in Hanover, Pennsylvania. Until 1957, a better grade leather was purchased, cut, stitched and fit in Philadelphia, while the same procedure in Hanover used lower grade materials. Both shoes were sold in Philadelphia under the Brooks name, and ranged from inexpensive to high-priced.
In 1956, after a series of operational changes, John notified his brother that he would not renew their partnership agreement, and Michael discussed expanding Carmen with his nephew, Frank's son Barton. In 1957, following the dissolution of the partnership, the existence of Brooks Shoe Manufacturing Company was terminated, and Michael and Barton each acquired 50% of Carmen. In 1958, Michael purchased Barton's interest in the company, and as the sole owner, he renamed Carmen the Brooks Manufacturing Company.
In 1967, Brooks opened its first international factory in Aguadilla, Puerto Rico.
1970s: Introduction of EVA
In 1975, under then-CEO Jerome A. Turner, Brooks worked with elite runners, including Marty Liquori, a former Olympian, to design a running shoe. The collaboration produced the Villanova, Brooks's first high-performance running shoe. It was the first running shoe to use EVA, an air-infused foam that was later adopted by other athletic brands. In 1977, Brooks introduced the Vantage, a running shoe constructed with a wedge to address overpronation. Towards the end of the decade, Brooks was among the top three selling brands in the U.S.
1980s: Bankruptcy, the Chariot, Brooks for Women
In 1980, as a result of production issues with Brooks' manufacturing facility in Puerto Rico, defective shoes began to arrive at sporting goods stores. Nearly 30% of the shoes were returned, and Brooks scrapped 50,000 pairs. The company filed for Chapter 11 bankruptcy, and was purchased at auction by footwear manufacturer Wolverine World Wide in 1981.
In 1982, Brooks introduced the Chariot, a medial post shoe that featured an angled wedge of harder-density foam in the midsole. It was thicker on the inside of the shoe and tapered toward the outside. In 1987, Brooks launched an anatomically adjusted line of shoes designed for women.
During the 1980s, Brooks produced a line of basketball shoes such as the Unique and the Highlight, which were worn by NBA hall-of-famer Dominique Wilkins.
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1990s: The Beast, Adrenaline, ownership changes, apparel, Run Happy
In 1992, Brooks launched the Beast, a motion control shoe that integrated diagonal rollbar technology. In 1994, the Adrenaline GTS—an abbreviation for go-to support—was released. The Adrenaline GTS was built on a semi-curve, an accommodation for runners with a high arch and wide forefoot. The Beast became a best seller, and the Adrenaline GTS went on to become one of the best-selling running shoes of all time.
Wolverine World Wide moved Brooks away from the niche running market to a generalist athletic brand. The "class to mass" strategy was unsuccessful, and Brooks was sold to Norwegian private equity company The Røkke Group for US$21 million in 1993. Following the acquisition, Røkke moved Brooks to Bothell, Washington. In 1998, Røkke sold a majority interest in Brooks to J. H. Whitney & Co., a Connecticut private equity firm.
Brooks introduced a full-line of technical running and fitness apparel for women and men in the spring of 1997. It also expanded into the walking category with the introduction of performance walking shoes.
Brooks's Run Happy tag line first appeared in print advertising in 1999. Rather than depicting running as a grueling pursuit, as competitive brands did, Run Happy was based on the idea that runners love running, and suggested that Brooks products allowed "runners to have the running experience they were looking for".
2000s: Jim Weber, Berkshire Hathaway, BioMoGo
In 2001, Jim Weber, a former Brooks board member, was named president and CEO of the company. At the time, the company's market share was low, and bankruptcy had again become a concern. Weber cut lower-priced footwear from the Brooks product line, added an on-site lab and staff engineers, and focused the company on technical-performance running shoes. As the brand was rebuilt, its annual revenue fell to $20 million. Three years later, it was $69 million.
Brooks was acquired by Russell Athletic in 2004. Two years later, Russell Athletic was purchased by Fruit of the Loom, and Brooks became a subsidiary of Fruit of the Loom's parent company, Berkshire Hathaway. Brooks became an independent subsidiary of Berkshire Hathaway in 2011.
In the mid-2000s, Brooks introduced High Performance Green Rubber, a material it developed for outsoles that used sand rather than petroleum. It subsequently developed BioMoGo, a biodegradable mid-sole for running shoes. Brooks made the technology open source and estimated that it would cut more than 30 million pounds of landfill waste over a 20-year period.
Brooks introduced the Ghost running shoe in 2008. The Ghost has since become one of the best-selling shoe lines in the running world.
2010s: DNA, $500 million milestone, Brooks Heritage
Introduced in 2013, Brooks DNA (and later Super DNA) adapted to the user's gender, weight and pace. It was engineered from non-Newtonian liquid.
In 2011, Brooks became the leading running shoe in the specialty market with revenue of US$500 million.
The Brooks Heritage Collection was launched in 2016, returning the Vanguard, the Chariot, and the Beast to the market. Only the technology was updated; the details of the original shoes, including the colorways, were replicated.
2020s: Let's Run There
In 2024, Brooks launched a marketing campaign with the slogan: "Let's Run There", with the spotlight on actor Jeremy Renner's road to recovery from a near-fatal snowplow accident a year prior.
From Wikipedia’s article on Brooks Sports, shared under CC BY-SA 4.0.4