This conversation is part of our “Wisdom in Books” series and podcast.
In this interview, longtime Brooks Running CEO Jim Weber shares key insights from his book, Running with Purpose: How Brooks Outpaced Goliath Competitors to Lead the Pack. Jim details the compelling journey of how a niche running brand successfully competed against larger global players by focusing on its purpose, product excellence, and customer connection.
From a value investor’s standpoint, Brooks has been on a fascinating journey: It was acquired by Russell Athletic in 2004. Fruit of the Loom purchased Russell in 2006 and Brooks became a subsidiary of Fruit of the Loom’s parent company, Berkshire Hathaway. It became an independent subsidiary of Berkshire in 2011.
Throughout this conversation with Alex Gilchrist of MOI Global, Jim emphasizes the importance of clarity and discipline in business strategy. He shares how Brooks strategically abandoned its broader athletic apparel lines to concentrate solely on performance running shoes, a decision driven by deep consumer insights and unwavering commitment to runners. This intense focus allowed Brooks to build a powerful brand identity and loyalty among dedicated customers.
Jim also explores critical moments in Brooks’ evolution — such as navigating through industry disruptions, adapting to changing consumer preferences, and strategically utilizing grassroots marketing to authentically engage with the running community. Jim’s insights into building a purpose-driven culture and leveraging genuine consumer trust will resonate with long-term-oriented investors who value resilience and authenticity.
Members will find value in Weber’s reflections on leadership, strategic focus, and the disciplined execution that has allowed Brooks Running to thrive amid challenging market conditions.
Insights you’ll gain in this conversation:
Jim Weber's Professional Journey and Leadership Philosophy
Pivoting Brooks to a Dedicated Running Brand
Building and Executing a Focused Business Strategy
Product Excellence and Authentic Customer Connections
Navigating Industry Disruption and Competition
Grassroots Marketing and Community Engagement
Lessons in Niche Brand Dominance
Leveraging a Purpose-Driven Corporate Culture
The Importance of Trust and Consistency in Branding
Insights on Sustaining Long-Term Growth and Resilience
Enjoy the conversation!
