Consumers make a series of quick conscious and unconscious decisions that may take only a matter of seconds as they scan rows of merchandise. Once interest is peaked, information on a product's package has to be clear, simple and it needs to speak to the potential consumer in his/her own language.

DeFeet is an international company with a reputation for delivering a top quality product and this needs to transcend into the written word.

DeFeet's French translator is of special importance with the high volume of sales in Canada, a country in which French is an official language, and also very important with DeFeet's recent acquisition of the Tour de France license and growing sales in France.

Michel Brule has translated almost all of DeFeet's current packaging into French. As a former Professor of Sociology at the University of Montreal, a career involving the promotion and preservation of French Culture and Language, and a Doctorate from the Sorbonne in Paris, information about DeFeet products is communicated with the highest degree of precision and professionalism possible.

Allez-Allez DeFeet en 2010!

Help me information....

Well it is now Google maps, but I found my destinations in Memphis, Tennessee. And of course, I could not stop in here without a visit to Graceland, the stately Elvis Manor surrounded by an RV park, Heartbreak Hotel and countless shops selling heaps of "King of Rock n Roll" stuff. There is of course the Lisa Marie Jet parked in the lot across from the estate that adds flavor to the whole experience.

John Greer, head of our rep group extraordinaire for the Southeast, and I visited Fleet Feet here in Memphis and it was without a doubt one of the more upscale running stores I have visited across the country. The new location is clean, classic and comfortable and filled with a steady stream of customers. We wish them lots of success success in their new digs.

Nashville Notes

I found myself singing "I'm going to jackson" (Johnny Cash) for the last two days. It is probably due to being in the home of the Grand Old Opry and all the signs pointing to Jackson TN and then Jackson MS...and of course Nashville was the home of Andrew Jackson, the 7th President of the United Sates. It is nice to be able to sing in a car when no one else can hear!

http://www.youtube.com/watch?v=rbYW6AdUEts

Nashville is a fabulous city and home to Vanderbilt University. One very cool shop adjacent to Vanderbilt is Cumberland Transit, a 15,000 sq ft retail store that caters to University Bike and Outdoor enthusiasts. Mike Modesto is the manager there and is very knowledgeable about the industry, fabrics etc.

Swiftwick, one of our big competitors, dominates the sock business in run and bike shops in Nashville but it is totally understandable as they manufacture in Tennessee. Its nice to see folks supporting the local guys.

North Carolina Morning?

I suppose its to be expected that we would wake up to a winter wonderland in March of 2010 since North Carolina has experienced its worst (or best if you are a skier) winter on record. In fairness, we were at over 5,000 feet on Beech mountain home to the highest ski resort in the Eastern US and also famed for its hill road that Lance Armstrong stated was the climb that made him realize he was ready to comeback after cancer.

Despite the snow, Hope, CFO and co-founder of DeFeet, and I ventured out for a power hike on a trail that had no signs, on a road we could not find, but hike we did on this unknown trail through mud, snow, streams and found that this would make for excellent trail running or mountain biking when the snow eventually goes. Nothing ventured, nothing gained.

Yellow Brick Road

The Yellow Road is not only an outdoor road but leads indoors right to the office and the yellow door of the founder of DeFeet, Shane Cooper. This week was spent at headquarters in Hickory/Hildrebran North Carolina. Business is booming here and DeFeet continues to manufacture almost 100% in the United States. In an area that was once the hosiery and furniture manufacturing capital of America, but that has now lost so much of its industry to the overseas markets, their is tremendous pride at our factory knowing that we can continue to operate a thriving business right here at home and help keep jobs and industry in this country.

Jill Patton, VP of Manufacturing, has over 30 years of experience running a company in the hosiery business and we are fortunate enough that she came over to DeFeet a few years ago and has been critical in helping DeFeet prosper through tough economics times. Jill is also very politically connected locally and is on city council here in Hickory - we love that!

With our great team here, there are many more miles to travel on the Yellow Road.

Art meets the Outdoorsman

Art appreciation is very personal. This portrait of Will Manzer, CEO of of EMS, is created entirely from gadgets and gear necessary to explore the outdoors. The skin on his face is a topo map, his teeth are climbing rope, facial outlines from parts of old glasses, etc.

Eastern Mountain Sports, a New Hampshire based Outdoor Industry leader with 67 locations across the nation, is a retailer whose buyers appreciate DeFeet products and feature our socks as a leading brand in the cycling department in 30 of their locations.

The creed at EMS resonates respect for individuals, employees, customers, and suppliers. We are fortunate to be a part of this and it sure is a nice drive into the hills to get to this hidden gem of a corporate headquarters in Peterborough, NH.

Goodales is the Goods

This is the largest independent bike shop I have ever set foot in and probably the largest display of socks I have seen in any bike shop in the country. My kind of place! From an aeerial view, it looks like it could house military operations but it is all bikes from one end of the property to the other. Located in Nashua , New Hampshire, a pretty New England city, home to a once thriving textile industry that has all but disappeared. But the cycling industry here is thriving and Goodales has the market cornered.

The shop history goes back to 1919. The current owner, Brad HIll took over in 1971 and his pride and passion for his shop, the State of New Hampshire and the ibike business is inspiring. He understands how to build a successful business in our industry. Brad reminded me of the story of The Old Man in the Mountain which I vaguely remember from childhood as my grandfather grew up in NH. Years ago, DeFeet made socks when the Old Man in the Mountain crumbled. There is much De-History I discover in my travels.

Guru Custom Museum

Long torso, short legs, long legs no torso - makes no difference what the proportions are, the state of the art ultra precision measurements taken at the Guru custom lab ensure that everyone one of any shape and size can ride a bike with a perfect fit.

100% manufactured in Montreal, Quebec, Canada, Guru is a custom builder with a reputation for building beautiful bikes and also for extraordinary service and concern for their customers. The front-end staff in their showroom are welcoming and clearly all have a passion for their brand and their sport.

Located on the funky St Laurent St in Montreal (The Main), The Guru store is more museum than shop with a minimalist design that conveys so much about the artistry and the ride.

Bravo a l'equipe Guru!