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Zero Mile Running Company, a running shoes and athletic apparel boutique from the owner of Highland Runners, is opening in new Perry King development The Dickey Building, at 900 Dekalb Avenue between Krog and Elizabeth Streets in Inman Park.
“We just got the permit, so we’re planning on opening by the second week in February before the Olympic trials take place in Atlanta at the end of the month,” Owner Alec Sunwoo told What Now Atlanta in a telephone interview.
In addition to carrying brands like Lululemon and New Balance, and offering a range of running accessories and supplements for runners, Zero Mile will offer the full suite of shoes and apparel from On Running and will be partnering with the premium brand to host a group run that will consist of athletes that are competing in the Olympic trials.
Similar partnerships and group runs on a monthly and quarterly basis will provide the surrounding in-town areas with a runner’s community and also customized running guidance and analysis.
“We do an analysis where we have customers run with or without shoes to capture their natural gait,” Sunwoo said.
“Our job is to determine what shoe is appropriate for each runner. Everything is individualized and we have the expertise to make sure they get into the right shoes instead of buying from lines without proper knowledge.”
As for the name, Zero Mile Running Company is a nod to Atlanta history.
“In the area where we are situated there is a ‘zero mile post’ from when Atlanta was called Terminus for the Eastern and Western Railroad,” Sunwoo said.
“When I first learned that I knew there wouldn’t be a better name for the store; your running lifestyle can literally start here at the zero mile post.”