Atreyu discontinues its unique subscription service just as On Running begins one
By: Brian Metzler

Recently, intrepid start-up brand Atreyu Running announced the discontinuation of its Base Model subscription service in favor of a single-purchase program beginning on September 1.

Atreyu launched in 2019 and began selling shoes through both a subscription service ($55, with delivery of a new pair every one to three months) and a single-purchase availability ($75). It was a novel approach that gave Atreyu plenty of buzz when it launched, but it apparently wasn’t sustainable.

In a video it shared with its followers, the brand said the frequency of the subscription service led to production restraints, wasteful inventory management and limited availability of popular colorways. The brand also started to develop shoes that it kept outside of the subscription service, including The Artist ($100), a thickly cushioned racing shoe with a carbon-fiber plate, and a yet-to-be-announced trail running shoe. It’s now offering The Artist for a second time after delivering the first production series in March.

The change in delivery tactics coincides with the late September launch of its new Base Model v2, a shoe with a super-critical EVA midsole. It will look almost identical to the original Base Model that it launched last year, but almost everything about it will be an upgrade. That shoe, which is lighter, cushier and also more durable than the original Base Model, will have a retail price of $85, but it will be offered at a 25 percent discount for its original subscribers for the next year.
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DICKS Sporting Goods is approaching its next earnings release on Wednesday. They are expected to show EPS of $2.65, down 17.45% from the prior-year quarter, however an expected revenue of $2.81 billion, would put the sports retailer up 3.46% from the prior-year quarter. DKS shares continue to tick up, increasing nearly 8% over the past month. 

Peloton announced this week they are preparing to make in-home fixes to Regular Tread owners who have had equipment issues. Peloton was expected to make a big Tread push in the US this spring, but held back as the devise was recalled. This solution, in addition to Peloton's recent push towards corporate wellness programs, could lead a much needed turnaround, as the shares are down 35% from their peak price in January. 

Owners of Garmin's Fenix 6 series, MARQ collection, or Enduro will all receive a software update with some cool new tools. A post workout analysis will sync with your Garmin Connect App and provide rate of perceived exertion. Garmin stock continues to climb, up 11% in the last 30 days. 

Here’s your roundup of new private company deals within the health and wellness sector over the past week.

  • Virtual rowing company Aviron raised $4.5 million to boost its chances in the highly-competitive home rowing market. Aviron is hoping to differentiate its offerings through gamification. Investors in the new round include Samsung Next, Formic Ventures, GFC and Y Combinator. 

  • At least for now, Aviron and other rowing companies like Hydrow don’t have to worry about competition from Peloton. In virtual cycling, however, consolidation among smaller companies is happening quickly as they look over their shoulders at Peloton reeling them in. To that end, the parent company of the Velocity cycling app just acquired PerfPro Software, producers of popular technology for both at-home and gym cycling experiences. 

  • Rouvy, yet another cycling app that promises to replicate an outdoor experience of riding in nature, raised $6,000,000 from Pale Fire Capital. Rouvy has its sights set on taking market share away from industry leader Zwift.

  • Real world cycling also registered an M&A transaction this week: the IRONMAN Group acquired the Haute Route gran fondo series. While the flagship Haute Route Alps event sold out last weekend, it wasn’t enough to offset the cancellations of 2020 due to Covid. Industry insiders believe the price tag was closer to the valley floor than an alpine peak. This is yet another move outside of its traditional emphasis on events held on pavement for IRONMAN. Earlier this summer the company raised eyebrows when it took a financial stake in the iconic UTMB trail running race in the the alps.

  • Allbirds is launching a new line of clothing to complement their signature wool athleisure and performance shoes. The move is believed to be another sign that an IPO could happen later this year. The product line has a heavy emphasis on sustainability.

What's New? Brooks Levitate 5
Top: Classic Neutral, StealthFit Neutral Bottom: Classic GTS, StealthFit GTS
Weight: 10.4oz / 294.8g, 9.8oz / 277.8g (Men’s Neutral, StealthFit)    
9.6oz / 272.2g, 8.6oz / 243.8g  (Women’s Neutral, StealthFit)
Drop: 8 mm
Category: Everyday Trainer

What’s New:

  • StealthFit upper
  • GTS support variation available for neutral and StealthFit models
  • Added DNA AMP midsole

What You’ll Love:

  • Well cushioned, springy ride
  • Durable outsole
  • True to size fit

Our reader’s favorite brand, Brooks, is rightfully one of the leaders when it comes to tech loaded, everyday trainers that can handle months of long distance sessions. Our team is still getting great use out of the Glycerins we got in April, and have tons of miles left in our Ghost 14’s. Perhaps the best thing about these two models are their versatility, simplicity and durability. Whether it’s a short run, long one, tempo, slow or maybe just a walk, you don’t really need to ever think twice about whether a pair of Brooks can handle your exercise. Grab them, lace them up, and go. We haven’t snagged a pair of testers for the Levitate 5’s, that released only a few weeks back, but the unique customizable approach they're taking to fit and feel of the shoe is worth informing our readers about. You have four different options of the Levitate 5 to choose from: the Levitate 5 classic fit neutral support, classic fit GTS support, StealthFit neutral support and StealthFit GTS support. The classic fit is for those looking for a tad more comfort and wiggle room, the StealthFit knit upper contours to your foot a bit and is for those looking to go a bit faster. The neutral shoe is for those with low deviation (your foot doesn’t move around much in stride) and the GTS support is for those with high deviators or those that struggle with injuries. Other features include a loaded DNA AMP midsole and an arrow patterned outsole. Compared to the Ghost 14 we talked about last month, the Levitate has the same support but is a tad more cushioned and provides a higher level of energy return. To see how the Levitate 5 performed we share what the experts at some of our favorite review sites are saying.

Believe in the Run: “I found the new Stealthfit upper to be surprisingly breathable and functional. It holds the foot with just enough pressure for a locked-in fit. The circular knit also sheds some weight from the sibling Levitate. Underfoot lies the most polarizing part of the shoe, the DNA Amp midsole. Air and polyurethane make up this foam that has a subtle bounce to it. I, for one, like running in this shoe at easy paces. The ground feel is a great change of pace from the super foams and plates out there and allows our feet to actually do their job. Everyone needs that in their rotation. About the weight, my women’s size 9 weighs around 9 oz, but runs much lighter than something like the Ghost 14, which I happened to review at the same time.”

Road Trail Run: “The  GTS Stealth Fit version comes in at a very commendable 10.26 oz while Bryan’s without GTS is decently under the magic 10 oz barrier. The circular knit upper version without GTS checks in close to 11 oz, up there for its relatively low stack. DNA AMP even lightened by 20% in the prior version and here is a relatively dense and heavy midsole foam and knit is almost never light and Brooks has worked around the upper and outsole the last two versions with mixed success to lighten things up. 

Here the uppers are very clearly improved and now differentiated through two types: comfort for the “regular” and more performance oriented and certainly performance looking with the lighter Stealth Fit which now is a super fine “knit” upper that isn’t the painful experience of the Levitate 4’s.

My conclusion is that the Levitate (uppers) in non GTS flavors are essentially the premium hybrid run to some workout/gym/lifestyle shoes of the Brooks line and the Stealth Fit upper is spectacular looking in that context. From that standpoint, the Levitate 5 may be a good value when compared to say adidas Ultraboost or some of the Nike at $180 and above.”

The Levitate 5 is out now on the Brooks site and should be available at your local speciality run shop.

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Cool Down: Top stories from the past week that you shouldn't miss.
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