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Running shoes gaining
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November 8, 1996: 7:57 p.m. ET
After a flat decade, the running craze has caught its second wind
From Correspondent Sean Callebs
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NEW YORK (CNNfn) - More people than ever were wearing out their soles running through New York City's five boroughs during the annual marathon last Sunday. (685K QuickTime movie)
Nike, Reebok, Fila, and Adidas, the largest makers of athletic footwear, were cheering all the way. After a flat decade, the running craze has caught a second wind.
There has been record participation this year in the most popular marathon running races in the United States. But this growth in running extends beyond the hard-core athlete.
Millions of joggers and those who find running shoes fashionable are bolstering the bottom line of athletic footwear companies.
Most people are running to lose weight and relieve stress, not to set personal records in competitive races.
The circulation of Runner's World magazine is indicative of the resurgence. It is now 450,000, its highest ever, and ad revenue jumped 39 percent this year to $15 million.
Publisher George Hirsch pointed out that not only were more running shoes being sold but "more importantly, the kind of people who (are now running) are very attractive to advertisers."
Nike has about 50 percent of the U.S. running shoe market. The company won't say just how much money it makes from running shoes, but did say its sales are up 60 percent over last year's.
Still, running shoes are still dwarfed by sales of other athletic footwear, such as basketball shoes, according to Faye Landes, retail and apparel analyst for Smith Barney. (125K WAV) or (125K AIFF)
Cross trainers and walking shoes also outdistance sales of running shoes.
Marketing experts point out that as much as 80 percent of athletic shoes are not used for their intended purpose. The only running some do in those expensive sneakers is up and down the hall at the office. 
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