Running with Purpose: How Brooks Outpaced Goliath Competitors to Lead the Pack

by James Weber

Discover how Brooks Running Company CEO Jim Weber transformed a failing business into a billion-dollar brand in the ultracompetitive global running market.

This leadership memoir starts with Jim Weber’s seventh-grade dream to run a successful company that delivered something people passionately valued. Fast forward to 2001, Jim Weber became the CEO of Brooks. He was on his way to fulfilling his dream, but he faced strong headwinds. Jim was the struggling brand’s fourth CEO in two years, and the staff betting pool had him lasting four months.

A lifelong competitor, Jim devised a one-page strategy that he believed would not only save the company but would also lay the foundation for Brooks to become a leading brand in the athletic, fitness, and outdoor categories. To succeed, Jim had to get his team to first believe it was possible and then employ the conviction, fortitude, and constancy of purpose to out-execute much larger brands. Brooks’ success was validated when Warren Buffett made it a standalone Berkshire Hathaway subsidiary in 2012.

In the pages of Running with Purpose, you will find:


The untold David vs. Goliath challenger brand story in which Brooks’s bold strategy and unique brand positioning fueled its move from the back of the pack to lead.
The key to building a purpose-driven brand that is oriented around customer obsession, building trust, competing with heart, and having fun along the way.
The six clear leadership lessons Jim has learned along his path and applies at Brooks to help managers at all levels develop into authentic leaders.
How Berkshire Hathaway’s support and influence provided a tailwind for Brooks’ business and brand to surge.
A riveting inside look at the ups and downs of Jim’s personal journey, which led to his conviction that life is too short not to enjoy what you do and the people by your side.
Running with Purpose is a highly engaging read with insights, inspirational stories, and tangible takeaways for current and aspiring leaders, entrepreneurs, Berkshire Hathaway enthusiasts, and especially the 150+ million runners worldwide and those in the broader running community who continually invest in themselves and put positive energy into the world.

Genres: Business, Nonfiction, Audiobook, Biography, Memoir, Sports

Kindle Edition

Reviews

[Max · Rating 3 out of 5]

So I expected something a little different, but it was interesting none the less. This book really is a memoir of the guy who made the Brooks running brand a success. It's pretty heavy on the business stuff and marketing ideas, etc. I don't know why, but I expected more running stories. Interesting for people who want to know more about successfull businesses and branding. For just runners, it's a little boring.

Thank you to NetGalley and the publisher for an ARC to read. Opinions are my honest thoughts.

[Wendy · Rating 5 out of 5]

As a member of Brooks' Run Happy Team, I received a complementary copy of Running with Purpose in exchange for my unbiased review.
In Running with Purpose, Weber not only shares a lot of his personal journey but also the journey of Brooks Running. He kept the motto “Run Happy”, using it as a call to action for runners, much like Nike's "Just Do it". He defines Run Happy as “the emotional core of the running experience “. He was determined to have Brooks be taken seriously by runners and defined the company's singular purpose: to inspire everyone to run and be active" by creating the best running gear, tools, and experiences to move runners. The company continues to grow and is now the number 2 shoe for runners. Brooks even posted record sales during the pandemic, betting on more people wanting to run and get outside during the lockdown.

Socially and environmentally conscious, Brooks has developed a shoe, the Ghost, that is carbon neutral and has signed a climate pledge to reduce carbon emissions to zero by 2040. They are committed to a diverse and inclusive workplace as well as partnerships that support underserved communities. The Brooks Booster Club is a need-based grant program that invests cash and gear in underserved high school running programs.

This was such an interesting read. In a world of conglomerates and big businesses, it’s really heartening to read about a company that cares about its demographic, as well as the world around us. Weber set out to be an authentic leader and was rewarded with a loyal, committed team of employees. Four years ago, Weber was diagnosed with esophageal cancer. Throughout his cancer treatment, Weber continued to lead his company and still does to this day. While he can no longer run, he walks and his focus on his mission for Brooks hasn't changed. Clearly, Brooks is the company it is because of his vision and leadership. He would tell you that it is due to his team.

I hope that this focus on runners prevails as Brooks continues to grow. I really enjoyed this peek into the mind of such a great leader. He offers so much wisdom and insight! While some runners might be put off by Weber's worldview, I personally love that Brooks is philosophically aligned with my personal views. Some of the passages on business were a little dry for this non-business thinking runner. But it helped me to understand the journey both Weber and Brooks have been on. Weber is clearly proud of Brooks and what he’s accomplished while sticking to his principles

[Linda Galella · Rating 4 out of 5]

Autobiography and business book merge into a story with heart and solid information for building a good team and profitable business.

Jim Weber is the CEO of Brooks Running Company. He took over this company when it was a rounding error in the athletic shoe business. It’s a very different picture now and “Running with Purpose” is the story of how he accomplished the remarkable turnaround, with the help of a dedicated staff, Warren Buffett and dogged determination.

Weber’s writing style is friendly; even the business theory is interesting and easy to understand. He includes a few graphs and charts to illustrate the narrative which I found really helpful. His personal stories are woven thru the book, giving readers a look inside this business genius who is heralded by Warren Buffett and runs Brooks as a standalone business within Berkshire Hathaway.

All things considered, an intriguing read for those who enjoy biographies and/or stories about business📚

[Monica · Rating 5 out of 5]

This book makes me want to buy some Brooks and go for a long run. This was such an inspiring read that's great even if you've never had a runner's high. Motivating words that's great for current, new and future leaders.

[Jeff · Rating 5 out of 5]

Cilantro Rub On A Perfectly Cooked Filet Mignon. Yes, the title of this review is an allusion to a particular meeting covered in this book, wherein Warren Buffett once invited James Weber to enjoy a steak with him in Omaha - and yet also describes this book to a T. Part memoir and part business leadership book, this is the story of James Weber pre-Brooks, and Brooks with James Weber at its head. And when the book is in either of these modes, it is truly tremendous. And I don't just say this as a Millenial former runner (who needs to get back into that) who *loves* his Brooks Ravenna line shoes. I also note this as someone who has read and reviewed over 800 books in just the last 3 years alone across a wider range than most any other reader out there. Weber's tale is remarkable, and his business insights and leadership principles are sound - and seem like they would be great guiding principles for those starting out or even those (like myself) in mid-career. The cilantro rub comes when Weber starts diving into political issues near the end of the text - though he *is* careful to come back to his own story and Brooks' story after, in a classic sh*t sandwich layering approach. Why is there a cilantro rub on this great filet mignon? Well, like cilantro, the political discussion is going to be one you either love or you hate - there likely isn't going to be any middle ground there, and there likely won't be any convincing of those on the other side that they should change sides. So if you agree with the somewhere-left-of-center politics he describes... yay! You're one of the ones that likes this cilantro! If not... read the book anyway. There really is a lot to be learned here. Very much recommended.

[Sharon Orlopp · Rating 5 out of 5]

Outstanding book that combines memoir (personal journey) with non-fiction corporate thriller rollercoaster rides with Brooks.

My current and previous pair of running shoes are Brooks. The book describes customers who try on various running shoes saying "Ah" when they slip into a pair of Brooks. This precisely describes my experience and I LOVE their shoes!

Weber does a fantastic job of weaving a tapestry of many stories: business turnaround, David & Goliath, purpose driven values, running, leadership, and his personal journey.

My favorite moments are the critical business pivots which are often very lonely junctures. Brooks made a critical decision to exit the athleisure market (tennis shoes for mowing the lawn and attending backyard BBQs). 50% of all tennis shoes were athleisure so that decision alone resulted in lowering revenue and profit expectations. They chose to focus on runners and on specialty running stores rather than large retail distributors.

The financial meltdown of 2008 coincided with the barefoot running craze and Weber doubled down on research, data, and insights to see whether running barefoot or in shoes helped reduce running injuries. This research helped Brooks pivot to experience driven product design.

Other critical pivots include the millennial marketplace, COVID, and Weber's battle with cancer.

I strongly recommend this book because of all the leadership lessons and business insights.

[Paul Schmid · Rating 4 out of 5]

Before I met Amanda, I didn’t even know what brooks shoe was. Now I know they’re owned by Berkshire Hathaway & I wear their incredible comfortable shoe daily/I’m obsessed like my wife haha
Great story on the becomings/man behind Brooks

[Stacie · Rating 3 out of 5]

Beginning was good but I didn’t like the end when it turned political. Needed some editing help.

[Jessica Higgins · Rating 5 out of 5]

An insightful read about how to take on larger competitors in business and in life.

In Running with Purpose, Jim Weber tells his life’s story from growing up to college to business to becoming the CEO of Brooks. He shares his triumphs and his tribulations throughout his journey both in business strategies but also in his life. He shows why the connections you make throughout your career are so important and how you can think strategically to overtake your competitors in market areas by being true to yourself and your brand!

Let’s be honest here. I picked up this book because I love to run and I love to use Brooks shoes for running. So, it just made sense that I would likely enjoy this book and I did! I didn’t even know Brooks existed until the 2000s when I would get my first pair for recreational running, which would turn into competitive obstacle course racing. There is a lot of backstory to Brooks and how they tried to compete on the level of other name brands that had a lot more apparel for each sport until Weber came along and refocused the brand to be just about running. I also enjoyed getting to learn about Weber’s life and the challenges that he has faced to show people that he is just as human and the next guy.

I received a complimentary copy of this title from the publisher. The views and opinions expressed within are my own.

[Margaret Klein · Rating 4 out of 5]

Love this book, which is really a business leadership book and memoir for a business leader. Great tips for leaders of all kinds--large companies, small, for profit, not-for-profit. This is the story of Jim Weber, the CEO of Brooks Running, now owned by Berkshire Hathaway. Brooks is my running shoe of choice. I thought I was going to get running tips and why run and recapture my why. I got so much more. Jim handled in the book the transition from division of a sports company, to stand alone unit, to part of berkshire hathway as a stand-alone. His business acumen shines through. He also details some of the biggest changes--the pandemic for sure--but supply chain, inflation, climate change, the impact of racism. And his own cancer and how that changed his working and his running. Every page had something meaningful.

[Allyson · Rating 2 out of 5]

Listened on Audible. This book was generally very boring. I liked the beginning of the book that talked about Jim’s journey to becoming CEO of Brooks Running. When the book dove into his time at Brooks, it became an absolute snooze. The book then reads like a business school reading homework assignment. There’s only so many times you want to learn about a specific strategy memo he wrote…

Lastly, this book’s second to last chapter was very political and didn’t really relate to the rest of the book. It seemed like Jim wanted to randomly add in his personal opinions on politics so added a chapter.

Overall, the structure was just bad. This book didn’t know what it wanted to be. Would not recommend unless you love CEO biographies, there are so small nuggets of wisdom to pull out.

[Rick Wilson · Rating 3 out of 5]

Good in parts. Obtuse and corporatety in others. I feel like the first half was pretty good and then it just started to become jargony and a little too full of buzz words.

[Desiree · Rating 4 out of 5]

Jim Weber is a man who loves his job and in this book he takes us through how Brooks built itself into a billion dollar brand. An interesting look at the marketing tactics and how one differentiates a brand. I enjoyed listening to how it positioned itself as a runners shoe and then went about delivering the best product and building its runner base. Worth a read.

[Steve · Rating 5 out of 5]

Just a fantastic book about a man who redefined a shoe brand, but more than that, a story about incredible leadership. I really enjoyed this book, not specifically for runners but for anyone who just enjoys the human journey.

Sidenote, my first running shoes in 2012 was the brooks launch. I feel even more proud of that selection after this book :)

[therealbigk · Rating 4 out of 5]

The perfect marriage of a book for someone who loves both business and running. Valuable business/corporate insights, interesting running stories, and a moving ending about cancer survival. Gave it 4 stars instead of 5 because it got unnecessarily political at the end, written in a way that naively or arrogantly assumes your politics are the “right” politics and every reader will (or should, at least) agree with you — no room for nuance.

But overall, I highly recommend this book.

[Lauren · Rating 4 out of 5]

Complete and utter switch up from what I typically read but honestly this was a fantastic book. Leaning more towards 4.5 stars. It was super interesting to read about a company and how it got to where it is today, along with the journey the CEO took to get not only himself but the company to where they are now. Honestly highly recommend if that’s your vibe

[Alicia Jessop · Rating 5 out of 5]

I’m a loyal Brooks customer, so it was great to learn about Jim’s leadership and business approach. This is a great book on strategy with employable devices.

[Holly G · Rating 4 out of 5]

I really enjoyed hearing the leadership style and cultural process of a brand that I personally enjoy. To learn that Brooks has been a brand with consistent integrity is really exciting to read about. The book is very well structured and reads like a lot of successful business memoirs. The discussion of the investment process, Berkshire Hathaway's desires, and other logistical concepts cause the book to bog down into something that reads like an annual report to the board. As a reader, I do not want to be sold on the brand as a commodity as much as I want to learn how to grow safe connection between people and a message. Other than that, I do not have any notes about the book. It was an enjoyable read with a lot of leadership wisdom I will surely share.

[Rusty Shackleford · Rating 3 out of 5]

A good CEO biography that intertwines Jim’s story with the Brooks story. Weber’s writing style was conversational and easy to read, and the reader will leave with a better understanding of how Brooks came to be a dominant running brand. The book does take a leftist tone toward the end, but Weber makes it relevant to the story by showing how Brooks navigated the past few years and how it plans to navigate the future. In the end, the book would have been just fine without the virtue signaling.

[Phil · Rating 5 out of 5]

Perfect book if you’re looking for a balance of business, personal, and physical enrichment

[Guan Jie · Rating 3 out of 5]

Interesting behind the scenes look at a mid to large size company that is made more interesting because it's under the Berkshire Hathaway family.

Brooks is not the largest company in their sector, but there are still plenty of interesting stories and lessons to be learned. For example, here's a funny reaction from Nike on Brook's guerilla marketing. Who knows how many other mid to large companies have similar stories that will never get shared.

Before heading down to Eugene, our sales and marketing team proposed the idea of hiring a small prop plane to fly a “Run Happy” banner above Hayward Field during the competition to cheer on the athletes. Nike, of course, had a tight lock on trials sponsorship, including a twenty-seven-year deal with USA Track & Field, but it didn’t own the airspace. Rick Wilhelm, head of sales for specialty stores;Jesse Williams, head of sports marketing; and I got up Saturday morning and took our guests to the competition at the field. We all got through security and found our seats in the sold-out stadium. Then we got set to watch the fastest athletes in America compete for spots on Team USA for the 2012 London games. It was great to see the airplane and our banner circling the stadium on a perfect sunny day. It was also clearly attracting Nike’s attention. There were huddles near the track, and we noticed a Nike marketing guy had the ear of a marketing director for USA Track & Field. Nike was clearly not happy with us. The marketing director marched up the bleachers and began to yell at us, “I said no guerilla marketing at the trials!” That night, we discussed at length if we should fly the plane the next day. We had our pilots clear it with the FAA to make sure it was all legal. We even got off-the-record feedback from USA Track & Field officials who encouraged us to keep flying it. The conclusion on whether to cheer on the athletes with “Run Happy”? Hell, yes! And so on Sunday we did it again. This time, another plane (I assume it was Nike’s) took to the skies above Hayward Field and successfully nudged our own plane and Run Happy banner farther from the competition. The marketing director returned for more animated discussions along with Nike people and security, and this time they asked us all to leave. Since we had paid full price for our tickets, we asked why and on what basis they were kicking us out. The answer was on the back of the tickets. They were only a “license to attend” that could be revoked at any time for any reason. And so they were revoked. Rick, Jesse, and I volunteered to leave so our guests could remain and enjoy the competition. We walked out to the beer garden and watched the remaining events from a distance.

And a few more stories related to Berkshire Hathaway:

Warren tells executives to look for three qualities in the people they hire: intelligence, energy, and integrity. He adds if you don’t have the last one, don’t even bother with the first two. Charlie Munger has his ABCs—avoiding arrogance, bureaucracy, and complacency. We remind ourselves of them often. Warren also taught me that a CEO is the chief risk officer. Risk is not something to be delegated. To that, he appends the quip not to do anything you wouldn’t want to see on the front page of the daily newspaper. A chief risk officer’s responsibilities include hiring high integrity people who take accountability seriously. Charlie and Warren believe in a culture in which trust is earned. It is deserved or not deserved. A company like Enron had great vision and values statements and books of rules and policies, but they weren’t worth the paper they were printed on, because so many people from the top down ignored them and behaved badly.

There is one Berkshire meeting for managers each year and the lineup includes a luncheon and CEO panels on relevant business topics. I first attended in 2013. Warren hosted the lunch, a simple affair with burgers on one side and salads on the other. No slides or spreadsheets. He just stood up and spent a few minutes highlighting a good year across the businesses and thanked everyone for their efforts. He said the only failure was on him because he couldn’t find an acquisition that year to invest the cash flow all of the businesses were creating. “Let’s have a good year next year too.” And that was it. The only business meeting of the year for one of the most significant companies in America had lasted about ten minutes.

[Josh Urban · Rating 4 out of 5]

A solid 4/5

This was one of those books where I wouldn’t have gotten as much out of it had I not stopped along the way to highlight, take notes, and digest.

I liked Jim Weber and Brooks’s story, and was really pleased with the openness he talked with on Brooks approach and the corner of the market they try to dominate.

It is so true. As a lifelong runner, running competitively since the 4th grade, Brooks never had a strong hold on the youth. It was Nike, Saucony, some adidas from what I remember, but Brooks really wasn’t present. And it makes sense now hearing that their primary market is ~25 yr olds getting into running.

I love Brooks as a brand. They seem to stand passionately behind the causes they care about and I admire that. If anything, I wish they were more aggressive in their pursuit of competition. Their racing shoes and professional athletes/teams are not the best and differ greatly compared to the prowess of their competitors: Nike, Adidas, NB, On, Hoka.

In all though, I really like Brooks and what they stand for. As a local company to Seattle, headquartered less than a mile from my house they hold a special place with me. My 4/5 might be biased, but I did really enjoy this book.

[Kasen · Rating 4 out of 5]

It's hard to tell in business whether results are driven by luck and timing or skill and strategy. I think that Jim Weber's success in turning a failing company into one of a handful of billion dollar sport brands attests to his skill. Some takeaways I had:
1. Brand is an important moat: cultivate it and seek customer validation
2. If you try to do everything well, you'll likely fail: find and own a niche
3. Once you articulate a destination, you can start planning and building a path forward

I don't completely agree with his position that companies should engage in political causes because they are important to their employees; I doubt that all employees at a large company feel the same way about a political cause. By taking a side, the company risks alienating employees and taking focus off of competing in a market. The purpose of a business is to make money; leave the politics to local communities and governments.

[Daniel Ottenwalder · Rating 3 out of 5]

I wanted to give this book a higher rating. Some of the positives is Jim’s career and personal journey from corporate development to leading a business unit at pillsbury and his experience under different ownership groups. I think many of the chapters do have some interesting insights into how to grow a brand in a highly competitive market. Reminds me of gaming a bit.

1. Focus on owning a niche (genre focus what customer are you servicing)
2. Build a moat (get credit from the customer at full price shows the proper building of the brands value proposition to customers)
3 solve for profitability (need to be profitable to drive sustainable growth and widen the moat)

I just feel like the book was a lil random at times especially with a chapter on all the global issues happening and how to solve them. Felt a lil too grandiose and flimsy. Especially when talking about income inequality then next chapter saying running should grow with 4 day work weeks lol.

[Kara Hannula · Rating 4 out of 5]

Read hard copy for group discussion at work.
Likes: Excellent insight into Weber's business insights and approach (ie, how he grew Brooks from a small brand to a billion dollar company); many small quotable pieces of advice for business leaders; incredibly easy to read; interesting personal anecdotes and insights helped make the discussion of corporate experience and strategy more relatable and engaging; heavy emphasis on the importance of values and culture with plenty of examples; simple comprehensive, illustrated guides for what leaders need to do to help their brand grow.
Dislikes: The book felt a bit shallow - I wanted more detail on how he made the difficult decisions he did - what does it mean to have good "judgement"; how do you identify the right strategy and path forward (e.g, what made him/his team decide that focusing on high performance shoes wast he way forward).
Overall, excellent story with great advice, but I was hoping for more depth.

[Lewis C. Thorne · Rating 5 out of 5]

Told like it is

Enjoyed the honesty and forth rightness Jim wrote the book. You get a feel for the challenges he faced and he takes you with him as he works to find a solution. Brooks focus on running and its benefits sets it apart from their competitors in ways that provide their customers a level of quality not found in others.

Jim's love of running is reflected in his leadership of a culture bringing a level of focus to Brooks not found in others in the industry. Knowing what they want to bring to their customers is the true North, the compass that gives them direction.

[Lauren · Rating 4 out of 5]

As a long-distance runner myself, I was so excited to dive into this book. Unfortunately for me, I did not realize that this book was less about running itself and more about the marketing and business origin story behind Brooks running shoes. That being said, I still found Weber's story and writing to be interesting. I love non-fiction books on great leaders and their mindset and this book was no exception. Weber's worldview and philosophy were inspiring to read about and I will think of him and the wisdom he shared here each time I lace up my Brooks to go for a run!

[Jonathan Putera · Rating 5 out of 5]

“Success requires moving a wall of bricks forward, as there are many ways to fail”

Jim Weber is easily one of my favorite business leaders right now. His track record speaks for itself and his energy & enthusiasm are contagious. Brooks might not be the "cool" brand like Nike but it has certainly positioned itself as a favorite among runners. Being a runner myself, this book resonates on many levels with me. I can see now why he is praised by many other business leaders such as Warren Buffett.

[Cheng Bogdani · Rating 1 out of 5]

This is not a book about running. This is a book about a CEO blowing smoke up his ass and regurgitating corp-speak. If that's your jam, this is a great book. If you're a working class, class conscious bloke hoping for a book about running, the running industry, and/or running technology - you're SOL.

DNF after an hour, and that was because I couldn't be arsed to interrupt my bike ride to move on to the next book.

[Joe · Rating 4 out of 5]

Pretty average book. A lot of mention of time relevant issues such as COVID, but was mentioned in a chapter about picking a niche as a company so can’t be too mad about it. Not too much crazy inisght into the company though, just broad things that you would get in a keynote. Similar sentiment when he talked about his life as well.