News and Updates

Starting December 2024, we will add Fleet Feet Milestones related news and updates to this page. 

APRIL 11 UPDATES 📨

#1. Close to Reward Emails 

We’ve been working to deploy a new email automation which will target members with point balances between 200 and 249 in an effort to encourage them to make an additional purchase to earn their next reward. Our hope and goal is to turn this on in the coming weeks and we will keep you posted as this progresses. 

Additionally, we see an opportunity to target those members who previously reached between 200 and 249 points, have yet to convert those points to a reward, and will not be included in the new automation. With that, we are planning a one-time campaign targeting those members in an effort for them to spend $50 (ideally more than that!) to reach their next reward. Within this campaign, we will emphasize widely booked products within the $50 price range, to entice recipients to browse further and hopefully make an in-store or online purchase. There is no action for you or your teams. We just wanted to make you aware of this proactive campaign to drive more purchases, and we will add the template to the monthly email calendar once available. Please reach out to abbey.gurley@fleetfeet.com if you have any questions in the meantime. 

#2. Altra Experience Flow 2 & For All Mothers+ Sweepstakes 

As part of the May Sales Driving Ideas, there is a partnership opportunity with For All Mothers+ in co-hosting a fun run around Mother’s Day. Please read up on their partnership proposal and sign up if you’re interested. 

Additionally, For All Mothers+ also works with one of our vendor partners, Altra! Please feel free to reach out to your local Altra contacts and invite them to attend / support your MomForwardMovement event. We are also planning a Fleet Feet Milestones sweepstakes to celebrate the Altra Experience Flow 2, which launches June 1. The sweepstakes will deploy well ahead of launch, in early May, and the prizes for five winners will include Altra Experience Flow 2 footwear and For All Mothers+ merchandise. We will also include a quick shoutout around the MomForwardMovement in the sweepstakes email.

FEBRUARY 28 UPDATES 📨

#1. Direct Mail Tests 

We’re excited to announce that we’re launching direct mail in 2025. Our test-and-learn approach will include branded catalogs, product launch postcards as well as rewards-driven pieces. As the first stage of this test, the following direct mail items have been deployed in select markets. 

An eight-page branded catalog lands in homes this week to a circulation of 94K and a roughly 70% to 30% mix of existing customers and prospective customers in the following markets:  

Company: Louisville, KY; Pittsburgh , PA; Denver, CO; San Antonio, TX; Sacramento, CA; Gaithersburg, MD 

Franchise: Youngstown, OH; Springfield, PA; Fort Wayne, IN; Springfield, MO; Queens Creek, AZ; Cincinnati, OH; Indianapolis, IN; Menlo Park, CA

The goal of the catalog is to increase brand awareness and drive incremental sales. Included on the back page are one of two offers (A: $10 off $50 through April 15, 2025 B: 25 Bonus points through April 15, 2025).

If a customer happens to go outside of the test markets and bring their mailer into your store to redeem the offer, please simply scan the barcodes included on the offer page to apply. We’ve provided both offer barcodes here as well, in case the customer forgets their mailer. 

This double-sided postcard landed in homes in mid February to a circulation of 50K customers who previously bought On products. The goal of this postcard is to drive sell-through of the new shoe and On products. As part of this, the postcard includes a loyalty-based incentive: Double points for On purchases through April 5, 2025. 

Similar to the catalog, if a customer brings this piece into your store to redeem the offer, please simply scan the barcode to apply. See a PDF of the code here. 

The following markets received the piece: 

Company: Dallas, TX; Tampa, FL; Longmeadow, MA; Carrboro/Durham, NC | Franchise: Houston, TX; Raleigh, NC; Spokane, WA

If you have any questions about direct mail, please reach out to Ashley Arnold (ashley.arnold@fleetfeet.com). If you have questions about offers and loyalty incentives, please reach out to Abbey Gurley (abbey.gurley@fleetfeet.com). 

#2. Nike After Dark: Exciting Fleet Feet Opportunities 

Nike’s After Dark Tour invites women to participate in nighttime 10Ks and half marathons in six major cities: Sydney, Shanghai, Seoul, Mumbai, Los Angeles and Mexico City. Entries are limited and Nike has opened a lottery system. Applicants will be randomly selected before registration is confirmed. 

We are excited to share that Nike has invited Fleet Feet to be a part of the Los Angeles half marathon event on June 7, 2025, which also includes a post-race concert. Our partnership opportunities are outlined below.  

Opportunity #1: Four Fleet Feet markets will serve as training hubs: Carrboro and Durham, Austin, New York City and San Diego. These locations will host training events and offer in-store registration, providing 100 guaranteed entries and $50 off registration (first come, first served). While we were limited in the number of training hubs we could test this opportunity with, our hope and goal is for this partnership to open more doors for future opportunities and access to exclusive events brand-wide. 

Opportunity #2: Nike provided us with two guaranteed event entries to be raffled off within a Fleet Feet Milestones sweepstakes. Our goal and intention is to open the sweepstakes after the general lottery has closed in an effort to create brand-wide buzz and excitement for members across all markets. We would target members who previously purchased women’s gear to ensure relevancy. Our goal is to deploy on March 10 and close on March 17. 

Opportunity #3: Nike also provided us with one guaranteed entry for a Fleet Feet franchise or company door employee. As shared when we rolled out Fleet Feet Milestones, we typically reserve sweepstakes winning for members only. But we feel that there are opportunities, such as this, where we have the chance to engage and reward local team members with an exclusive and exciting opportunity. 

The employee-only sweepstakes will only be visible to those marked as “employee” within Marigold. SST has the list of employee designation to include all company employees and anyone with a Progress Retail account. If you’d like to confirm your employee designation or need steps for updating employee status for your employees, please email abbey.gurley@fleetfeet.com. 

FEBRUARY 12 UPDATES 📨

New: Close to Earning a Reward Email Automation 

We are in the process of turning on a new email automation, which will send to Fleet Feet Milestones members who recently achieved a point balance between 200 and 249. This means they are 50 points or less from earning their next reward and we want to encourage them to spend a little more to achieve this! 

• The email will not trigger immediately; there will be a 14 day delay after the customer reaches 200 to 249 points. We opted for 14 days to create a small break between the qualifying purchase and when we're aiming to encourage a repeat purchase. After discussing this strategy with our consultants at Baesman Group, our theory is this short gap will yield a higher response and purchases vs. if we were to send the message immediately after the qualifying purchase. 

• The automation will also exclude any customers who made a repeat purchase on their own within the 14 day window, so they aren't receiving a message that no longer applies to them. 

There is no action for you or your teams! We are sharing for awareness and our hope is this automation will encourage more repeat purchases and contribute to stronger customer retention. 

JANUARY 31 UPDATES 📨

#1. On Cloudsurfer GWP Test

We are running a test at two Fleet Feet stores—Fayetteville and Pleasanton—to learn more about how gift-with-purchase offers celebrating the launch of new products might encourage urgency and sell-through. The GWP promotion will include Zero Caps for the first 25 customers (per location) to purchase the On Cloudsurfer 2. Promotion will be communicated via email, and only to those two test markets. There is no action for other locations, we are just sharing for awareness. We look forward to sharing the results once available and potentially exploring additional gift-with-purchase opportunities throughout the year. Stay tuned! 

#2. New Balance 880 SMU First Look for Frontrunners 

In an effort to encourage pre-launch excitement ahead of the New Balance 880 SMU, we plan to email Frontrunners in late February with a “first look” email. We’ll encourage recipients to browse the exclusive colorway that can only be purchased at Fleet Feet and sign up to be notified so they’re the first to know when the product is available in-store via the local inventory lookup and online. Another instance where there is no action for you and your teams, we just want you to be aware of this effort to drive 880 SMU sales while providing our most loyal customers with an early access opportunity. 

JANUARY 10 UPDATES 📨

As previously shared, we have partnered with Brooksee to bring a special offer to Fleet Feet Milestones Frontrunners. We are on track to share the 20% off registration for the Portland, Mesa Marathon and Revel Race Series via email on Monday, January 13. Recipients can use the code one time while registering for each event, and the offer is valid through Jan. 31. Please note - in previous communications we included the Las Vegas Marathon as well, but removed this race from the lineup as registration will not be open in time for this offer. 

DECEMBER 19 UPDATES 📨

We’ve partnered with HOKA to celebrate the HOKA Bondi 9 launch (slated for Jan. 15) with a Frontrunner exclusive sweepstakes, in which nine lucky winners will receive a pair of the shoes. As a reminder, Frontrunner exclusive sweepstakes are part of our stated Fleet Feet Milestones benefits, and these types of fun moments and messages give us the opportunity to thank and stay top of mind for our most loyal customers. Sweepstakes will go live Dec. 27 and close Jan. 10 (ahead of footwear launch). 

DECEMBER 17 UPDATES 📨

We have a few exciting opportunities and reward program reminders to share for your awareness and feedback. 

#1. Fleet Feet and Brooksee Frontrunners Offer 

Brooksee, an endurance-event production and services company, approached us with a special opportunity for Fleet Feet Milestones Frontrunners. Their roster includes the Las Vegas, Portland and Mesa Marathons, and Revel Race Series. Brooksee’s CEO also founded Boulderthon and has previously worked with Fleet Feet locations within that role. Read more about Brooksee here. 

We’ve discussed an idea with Brooksee that we want to share internally before pursuing it in January. Details include:

• Brooksee team would create an exclusive offer for Fleet Feet Milestones Frontrunners, good for one-time 20% off registration for the Las Vegas, Portland and/or Mesa Marathon or one Revel Race Series event. Meaning recipients could use the code one time for each event. 

• Fleet Feet team would communicate this offer to all Frontrunners via email, targeting the first week of January. The email would include the 20% off registration code. 

• The offer would be valid for approximately three weeks (start and end date are dependent on deployment date, TBD). 

We’re excited to bring this exclusive opportunity and perk to Frontrunners, as it will also provide valuable insight into how Frontrunners respond to these types of offers. If you have any thoughts, questions or feedback, please reach out to Abbey Gurley, abbey.gurley@fleetfeet.com or 570-220-3104. We would especially appreciate any additional feedback from Fleet Feet team members who have experience with Brooksee events.

#2. Upcoming Emails to Fleet Feet Milestones Members 

We’re planning a few communications to Fleet Feet Milestones members, and want to make teams aware before deploying. Emails include:

• 10 Bonus Points - As a refresh, we plan to wrap up the Wishlist campaign with a surprise and delight incentive of 10 bonus points for participants who created and added at least one item to their wishlist. We plan to send this email on Jan. 6. 

• Frontrunner Status - Approximately 220K Fleet Feet Milestones members who spent $400 or more with us in 2023 have Frontrunner status that will expire at the end of 2024 unless they spend $400 in 2024! We plan to send an email in the coming days to remind these members of the upcoming deadline and to encourage action (shop with us before Dec. 31) to keep their Frontrunner perks. 

• Terms and Policies Updates - Periodically, we make updates to terms and policy pages on fleetfeet.com. Currently, we’re making adjustments to the Fleet Feet Milestones and general fleetfeet.com terms to further clarify how fleetfeet.com (and therefore Fleet Feet Milestones account) are created. After making those changes, we will send a short email notifying members and national email subscribers. This is a common practice (you likely receive emails like this often from other brands) and we don’t anticipate many questions from customers, but are sharing for your awareness. 

We hope the above is helpful. Please reach out to Abbey Gurley, abbey.gurley@fleetfeet.com or 570-220-3104 with any questions.