While runners focus on the miles they run, Brooks Running concentrates on going the extra mile for them.
The company's narrow focus on the performance running category is a strategy CEO Jim Weber put in place when he took the helm 15 years ago, and it appears to be paying off after a rocky stretch of bad luck. In 2001, Weber became the company's 4th CEO in 2 years, and when he took the helm the company was millions in debt.
"We saw an opportunity to focus ourselves, and we had a bit of a crisis—and running is the biggest category in all of athletic footwear and apparel," Weber told CNBC's "On the Money" in an interview.
That's no easy task when giant competitors like Nike and Adidas are aiming to be everything to athletes and consumers. Weber, however, wanted to zero in on the strongest play Brooks had: Running. He says people use the activity as a pivot in their lives to get healthier.
Running is "more than a sport; it becomes a fitness, health and wellness pursuit. And so we saw an opportunity to build a brand right in the middle of the running lifestyle."