Surefoot's store in Beaver Creek, Colo. (photo: Surefoot)

Surefoot Expands Beyond Ski Boots

Park City, UT – Ski boot retailer and custom orthotic designer Surefoot, L.C. today announced the company’s acquisition of FrontRunners and Super Runners Shops.  Surefoot, known for its customization of ski boots, is now poised to do the same in running shoes.

Brothers Bob and Russell Shay founded Surefoot in 1982 and opened their first shop in Park City, Utah. Today, Surefoot maintains stores throughout North America and Europe as the largest dollar-volume ski boot retailer and the largest sport-specific orthotic maker in North America. The company’s products are used by athletes in a wide variety of sports including skiing, golfing, cycling and running.

Surefoot's store in Beaver Creek, Colo. (photo: Surefoot)
Surefoot’s store in Beaver Creek, Colo. (photo: Surefoot)

“The acquisitions of FrontRunners and Super Runners Shops are a natural progression for Surefoot. We are runners as well as skiers, and this is an extension of the expertise we have in analyzing the biomechanics of athletes’ feet from world-class to weekenders,” comments Bob Shay.  “We could not be more fortunate with the opportunity to acquire both companies and gain the inherent value in combining all three companies.”

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FrontRunners operates five stores in locations across the Los Angeles metro area under two store brands, FrontRunners and New Balance.  Super Runners Shops are New York City’s largest specialty running retailer with a selection of high performance running shoes, clothing, and accessories by major brands.  The company sells its products across New York’s metropolitan area and is the oldest niche running retailer in New York.

Surefoot stores have been in Santa Monica and New York City for more than fifteen years.  “I remember running by both of the FrontRunners and Super Runners storefronts during my trips to California and New York,” says Shay.   “I always thought that they would be a great fit for Surefoot. As a customer of both companies for years, I am excited to bring our technology and customer service to these two great brands.”

Shay plans to maintain the FrontRunners and Super Runners names, but each location will now feature Surefoot customization technology inside. Headquarters for Super Runners Shops and FrontRunners will be relocated to Surefoot’s main offices in Park City.

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