JackRabbit

What JackRabbit does

JackRabbit is an e-commerce and specialty running retailer selling footwear, apparel, and accessories, founded in 2012 and operating with a reported headcount of 501-1,000. Prior to its acquisition, the company competed directly with Fleet Feet in the specialty running retail category, offering brand-name running shoes, athletic apparel, and running gear to consumers through an online storefront.

In 2021, JackRabbit was acquired by Fleet Feet, a specialty running retailer headquartered in Carrboro, North Carolina and operating since 1976. The acquisition was executed as part of Fleet Feet's broader technology overhaul and store expansion strategy, which targeted growth from 80-plus stores to 400 stores within five years. Following the transaction, JackRabbit became a subsidiary of Fleet Feet, and Fleet Feet implemented supply chain technology improvements including autonomous mobile robots from Locus Robotics and a new warehouse management system from Körber Supply Chain Software.

The provided sources do not disclose JackRabbit's revenue, pricing structure, funding history, pre-acquisition ownership, or founder details. Its business model is that of a consumer-facing retailer generating revenue through direct product sales of third-party athletic brands, though specific revenue mechanics are not documented in the available data.

Name

JackRabbit

Legal name

JackRabbit

Website

https://jackrabbit.com

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

501–1,000 employees

Short description

JackRabbit is an e-commerce and specialty running retailer selling footwear, apparel, and accessories to consumers. Founded in 2012, it competed with Fleet Feet before being acquired by Fleet Feet in 2021.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

Shoe Retailers (4582), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Performance Footwear (Running, Training, Court) (CRAAAEAI)

Keywords

• Running shoes retail
• Athletic apparel
• Running gear
• Footwear e-commerce
• Sports accessories

Headquarters

HQ city

Colorado

HQ country

Mexico

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Core offering

JackRabbit is an e-commerce specialty running retailer selling athletic footwear, apparel, and accessories from premium brands such as Nike, Brooks, HOKA, adidas, ASICS, Saucony, and New Balance. Following its 2021 acquisition by Fleet Feet, it operates within Fleet Feet's omnichannel retail platform, serving individual runners and fitness consumers online and via physical stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Running Shoes Footwear designed for road running, trail running, racing, walking, track, and cross country, sold to individual runners and athletes across men's, women's, and kids' categories.
• Athletic Apparel Running and athletic clothing including tanks, shirts, half-zips, hoodies, vests, jackets, pants, shorts, tights, skirts, and sports bras for men and women.
• Running Gear and Accessories Running accessories including GPS watches (e.g., Garmin), socks, insoles, compression wear, hydration (bottles, belts, packs), nutrition (drinks, gels, chews, bars), injury prevention items (braces, foam rollers, massage tools), sunglasses, hats, gloves, and safety/visibility gear.
• Digital Gift Cards Digital gift cards redeemable for purchases across the JackRabbit/Fleet Feet running shoe, apparel, and gear catalog.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Fleet FeetflagshipOthers · 1 January 2021Fleet Feet acquired competitor JackRabbit in 2021. The acquisition was part of Fleet Feet's broader technology overhaul and expansion strategy, supporting their goal to expand from 80-plus stores to 400 stores within five years.

Scale indicators1 record

Recent moves2 records

Expansion highlights3 records

Direct peers

• Backcountry: Backcountry is a digital-first specialty outdoor e-tailer selling footwear, apparel, and gear for active outdoor users, including trail running. Comparable as a specialty e-commerce retailer with overlapping brands and demographic, focused on performance outdoor.
• Road Runner Sports: Road Runner Sports is a long-running online running specialty retailer (shoes, apparel, gear) with very similar assortment and target customer (committed runners). Closely comparable in product mix, customer profile, and digital-first go-to-market.
• Holabird Sports: Holabird Sports is a running and racing-focused e-tailer with deep technical footwear assortment and fitting expertise. Directly comparable as a specialty running e-commerce operator targeting performance-oriented runners.
• Running Specialty: Running Specialty aggregates independent running stores under a shared e-commerce and brand partner program. Directly comparable to JackRabbit's pre-acquisition model as a multi-brand running specialist selling premium athletic footwear online.
• Fleet Feet: Fleet Feet is now the parent/acquirer of JackRabbit and operates a directly overlapping specialty running retail model (shoes, apparel, gear for runners). It is the most direct peer given shared assortment, customer base, and integrated operations post-acquisition.

Broad incumbents

• REI Co-op: REI is a large multi-format outdoor and active-lifestyle retailer with a meaningful running footwear and apparel assortment plus a co-op membership model. Comparable as a broader sporting goods incumbent whose running category overlaps with JackRabbit's specialty focus.
• Dick's Sporting Goods: Dick's Sporting Goods is a national sporting goods big-box retailer carrying athletic footwear, apparel, and accessories across price tiers. Comparable as a broad-line incumbent whose running category competes for the same buyer as JackRabbit.
• Zappos: Zappos is a large-scale online shoe and apparel retailer with an extensive athletic footwear assortment. Comparable as a digital shoe retail incumbent whose breadth and logistics scale compete with JackRabbit's specialty positioning.

Emerging players

• Moosejaw: Moosejaw is a digital outdoor and active-lifestyle retailer (owned by Walmart) selling footwear and apparel including running and trail. Comparable as a specialty e-commerce operator covering overlapping technical footwear categories at slightly smaller scale.

Others

• HOKA (brand direct): HOKA is one of JackRabbit's key brand partners and operates its own direct-to-consumer e-commerce site. Included as an adjacent/peer channel because brand-direct is the principal competitive vector shaping specialty retail economics for JackRabbit's assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• Xx.com/JackRabbit
• YouTubeyoutube.com/channel/UC029CQxPO_w-ENYRuhK1Q_g
• Facebookfacebook.com/JackRabbitOriginal
• Instagraminstagram.com/fleetfeet
• LinkedInlinkedin.com/company/running-specialty-group-rsg-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JackRabbit