Adopting a virtual format has let the Running Industry Association’s KICK On-Demand Show (https://riakickshow.com/) offer a deeper slate of brand presentations and meetings, executive director Terry Schalow said.
“The Physical KICK show was constrained by the space we had; one of the happy results of shifting to a Digital show is we can allow all of the members who want to participate,” he said. “The premise is still the same: high-level connections between the people who created the product and the retailers. This show is intended to support any go-to-market strategy they have at a much higher level.”
KICK On-Demand features 30 footwear, apparel and accessory firms, with participating brands including Altra, ASICS, Boco Gear, Brooks, Cadence Insoles, CEP, Craft, Diadora, Drymax, Elliptigo, Feetures, Greenroads, IKOR, KINeSYS, Nathan, Nike, Oofos, OS1st, On, Powerstep, Rabbit, Ryders, Saucony, Superfeet, Swiftwick, Tread and Butter, UltrAspire, Vouri, 2Undr, and 361.
Brand presentations will begin to go live in early July, and will live on the show site indefinitely, Schalow said.
“They’ll be able to show in whatever way makes the most sense for them, whether that’s Q&A sessions, panels, or product presentations,” he said. “However they want to connect, we’re going to support that.”
Noting the rapid evolution in technologies for virtual presentation, hosting and connection, Schalow said creating a seamless user experience for the retailer-only site is the priority.
“The tools now are so much more robust than they were, even in such a short time,” he said. “So we’re doing a lot of things to elevate the experience for everyone.”
For more from RIA executive director Terry Schalow, read our Q&A in the June issue of Footwear Insight: https://www.footwearinsight.com/2020/06/reimagining-trade-shows-for-the-covid-19-era.html