Brooks Running, a Seattle-based company, has partnered with the Seattle Kraken as the official supplier of off-ice footwear and apparel for the NHL franchise. In the multi-year deal, Brooks will outfit Kraken players, coaches, and staff for their training needs. Additionally, Brooks will support the team through their high-tech Run Research Lab, located at their headquarters building. The partnership was officially announced with Kraken goalie Joey Daccord as a player ambassador, demonstrating how biomechanics and athlete insights inform product development, training efficiency, and injury reduction.
The Brooks Run Research Lab, staffed by about 25 employees, utilizes infrared motion-capture cameras and small sensors to assess athlete movement. For example, Daccord ran on a treadmill wearing a metabolic mask to test his VO2 max capacities. Pete Humphrey, Brooks’ head of research and development, emphasized the importance of grounding everything in science to make athletes better and help them enjoy running. The lab has grown significantly from its beginning as a small room with a printer/copier machine, now being one of the most state-of-the-art facilities that informs all product development at Brooks.
The lab’s treadmills are in use about 300 days a year, testing products through multiple iterations to ensure they are optimized for the athlete’s body. Data collected from the treadmill helps engineer shoes that work best with an athlete’s body, considering factors like cushioning, energy return, and support. Brooks’ focus is on building a shoe from the athlete up, rather than just placing a shoe on a runner and hoping it works. The goal is to understand how the athlete moves from the outside and inside their body.
Following a demonstration with Daccord in the lab, Brooks and the Kraken held a post-game “press conference” with employees, celebrating their partnership. Brooks CEO Dan Sheridan and Kraken CEO Tod Leiweke expressed their mutual appreciation for each other’s brands and excitement about working together. Sheridan highlighted the importance of athletes choosing running for their training, stating that biomechanics and human motion play a vital role in enhancing athletic performance and reducing the risk of injury. The partnership aims to provide high-quality gear for athletes and fans.
Brooks, founded in 1914 in Philadelphia, is the oldest American sporting goods company in the U.S. The company, now based in Seattle, employs 550 people locally and 1,400 worldwide. Under the ownership of Berkshire Hathaway, Brooks has reported record revenue and holds the highest market share in adult performance running footwear in the U.S. The company’s e-commerce revenue also saw growth year-over-year. Brooks-Kraken branded gear will be available for fans to purchase, and Brooks’ branding will be displayed in Climate Pledge Arena and during televised games.
The partnership between Brooks and the Seattle Kraken combines a longstanding running brand with a new professional hockey team, emphasizing the importance of running in every performance athlete’s training regimen. Athletes choose running for training, and the fear of injury is a major concern. By focusing on the biomechanics of human motion, Brooks aims to make running better for athletes in all sports. The collaboration between Brooks and the Kraken will bring high-quality gear to athletes and fans alike, with a shared commitment to innovation, performance, and community involvement.
