The Rock Fight – Episode Summary

Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary
Episode: Topo’s Big Year: Tariffs, Trail Running & Staying Authentic
Date: November 22, 2025
Host: Colin True (with Producer Dave & Owen Comerford)
Guest: Tony Post, CEO and Founder of Topo Athletic

Overview: Main Theme & Purpose

This episode dives deep into the current trajectory of Topo Athletic, the realities and challenges faced in today’s outdoor and trail running markets, and what it takes for a brand to stay relevant and authentic amid explosive growth. The Rock Fight crew sits down with Topo founder Tony Post at GOA Connect to discuss the brand’s booming year, supply chain hurdles caused by tariffs, evolving brand identity, and the shifting landscape of trail running culture.

Expect honest, unfiltered discussion typical of The Rock Fight: candid comparisons with rival brands, insights into entrepreneurship in the outdoor industry, and reflections on building a lasting, authentic company. You’ll get an insider look at how Topo is navigating both industry headwinds and the ever-changing tastes of outdoor consumers.

Key Discussion Points & Insights

1. The Topo Story: Growth, Ownership, and Authenticity

• 13 Years of Topo: Tony Post reflects on Topo’s evolution since its founding. High growth, but with a focus on “building something authentic that can last a long time” rather than explosive, unsustainable expansion.
• Ownership Structure:
  • In 2022, majority stake sold to DBI/DSW, but Tony and his team retained strategic control:

    "They structured the agreement in a way that allowed us to make all the strategic decisions in the company... We've not even sold a closeout [to DSW]" — Tony Post [07:19]

• Staying True to Specialty Retail:
  • Despite industry pressure, Topo has stuck to its original plan to remain specialty-focused rather than chasing broad mass-market distribution.
• Navigating Uncertainty:
  • Early years were spent “just worried about making sure you have money to make payroll so you don't lose your people and pay the rent.” The key to their survival and growth: “the smartest thing I did was I chose really good people to work with.” — Tony Post [08:36]

2. Market Headwinds: Tariffs and Supply Chain Adaptations

• 2024–25 Growth Numbers:
  • “We grew, I think, 70% in 2024... We're up about 52% this year.” — Tony Post [09:44]
• Tariffs:
  • Imposed tariffs reaching up to 145% on Chinese-made shoes forced Topo to pivot much of its production to Vietnam.
  • Tony describes logistical challenges: “Sourcing all the materials, moving molds, getting factories to be approved...You almost have to have higher standards when you make some kind of a transition like this.” [09:53]
• Maintaining Quality:
  • Topo’s brand promise: “It’s got to fit, feel, work like a Topo, regardless of where it’s made.” [10:59]
• Scale:
  • Over a million pairs sold per year; presence in 25+ countries. The goal is nimbleness and consistency.

3. The Trail Running Boom

• Younger Demographics & Social Running:
  • Tony attributes some of the “it factor” to the sport’s resurgence among younger people:

    "It’s become a social activity... It's not just a bunch of old, old men like me anymore." — Tony Post [12:00]

• Changing the Narrative:
  • Trail running is rapidly evolving from a niche, “crazy thing” to mainstream cool, yet Topo works to avoid losing its edge to mass-market dilution.
• Where Topo Fits: Run vs. Outdoor Specialty:
  • Tony balances both, with perhaps a soft spot for trail:

    "I'm always going to be a little bit partial to the trail consumer... but the goal is always to keep it balanced and just to make great shoes." — Tony Post [13:23]

4. Brand Discipline: Direct Sales and Pricing

• No Website Sales or Discounts:
  • Tony’s proud of never running a sale on Topo’s website in 12 years:

    "In the 12 years... we've never once run a sale on our website... it was never designed to compete with our wholesale partners." — Tony Post [14:46]

5. Product Focus: Color Sophistication & Team Dynamics

• Product Improvement:
  • Product and color evolution is ongoing, credited to a “very young team” with fresh market insights. (Shout-out to Russ Stevens, product lead.)
• Culture:
  • Encourages speaking from the heart; innovation driven by a passion for product, not fleeting trends.

6. Competitor & Up-and-Comer Analysis

• Respect for Peers:
  • Tony praises rivals:

    "I tip my hat to HOKA because they've really built something that I think has a lasting place in the market... but we try to stay authentic and true to who we are." [18:10]

• On Up-and-Comers: Speedland, Norda, Mount to Coast:

  "I hand it to those guys and being fearless... [Speedland] executed and they did a great job. Norda's attention to durability and premium ingredients... Mount to Coast is definitely a company that's coming up.” [19:23]

• Barrier to Entry:
  • Warns that the business is tough to break into: “It’s expensive... All of these things are costly. So I admire all these guys. It’s hard to be an entrepreneur in this.” [20:21]

7. The Future & Philosophy of Lasting Brands

• What Will Keep Topo at the Core?

  "If we don't make products that deliver a better experience, Topo won't be around... If we keep that value, Topo will be around and successful for a long time." — Tony Post [21:30]

  • A “golden age” of trail running is likened to the proliferation of snowboard brands in the ’90s; only companies deeply solving customer needs will endure.

8. Personal Stories & Brand Identity

• The "Topo" Nickname:
  • Many don't know: “Topo was a nickname I had in college.” A recent story at a class reunion shows how the brand’s identity often flies under the radar—even to old friends! [22:56]
• Authenticity:
  • Remaining humble, Tony resists putting his face on the shoes despite the namesake.

Notable Quotes & Memorable Moments

• On Specialty Strategy Over Mass Appeal:

  "It hasn't been about making it as big as you can, as fast as you can, but trying to stay and build something authentic that can last a long time." — Tony Post [08:07]

• On Navigating Tariff-Induced Transition:

  "When the tariffs got to be 145% coming out of China, of course, that wasn't helpful... The thing I didn't want is I didn't want anybody to feel like, oh, you know, Topos don't fit like they used to or they're not as durable. So you almost have to have higher standards when you make some kind of a transition like this." — Tony Post [09:53]

• On Brand Discipline and Channel Loyalty:

  "We've never once run a sale on our website... The website is there, you know, for people who... don't have a Topo dealer in their area." — Tony Post [14:46]

• On Product Philosophy:

  "Do you make a product that delivers a better experience? Can you make improvements in this category that people appreciate and want to pay for?” — Tony Post [21:30]

• On Industry Culture:

  "You have to have a love for running and the sport, but also an appreciation for people who are walking, hiking, people who are just trying to stay fit and healthy. As I age, I realize how important these things are." — Tony Post [21:30]

Important Timestamps

• 06:01: Start of Tony Post interview; origins and early days of trail running.
• 07:19: DSW deal & retaining control; specialty retail focus.
• 09:23: Recent explosive sales growth (70%+); supply chain and tariff challenges.
• 10:59: Annual scale (over 1 million pairs), international expansion, and manufacturing philosophy.
• 12:00: Social and demographic shifts fueling trail running's growth.
• 14:46: Unique direct-to-consumer approach; no discounts.
• 17:25: Color and product evolution; team dynamics.
• 18:10: Rival brand admiration, especially HOKA.
• 19:23: Discussion of Speedland, Norda, and Mount to Coast as up-and-coming brands.
• 21:30: Perspective on what keeps a brand relevant and lasting.
• 22:56: Fun personal origin story of “Topo” nickname.

Conclusion & Takeaways

• Staying Authentic: Topo’s success isn’t about chasing trends—it’s about sticking to core values, keeping a pulse on authentic consumer needs, and iterating toward better product experiences.
• Resilience & Adaptability: Navigating tariffs and supply chain disruption required nimbleness and high standards.
• Brand Discipline: Refusal to undercut channel partners underscores a long-term approach to reputation.
• Community & Culture: The explosion of trail running is driven by a reinvigorated, diverse, younger demographic—Topo rides this wave without losing sight of its roots.
• Lasting Relevance: Only brands solving real problems for their community—without selling out—will survive what Tony and the Rock Fight crew dub a “golden age” for the sport.

For anyone interested in the business of outdoor sports, brand strategy, and the culture of trail running, this Rock Fight episode is a must-listen.