Brooks is a leader in the premium running shoe market. For e-commerce sellers, this raises a key question: how do they make their products and where?
The simple answer is that Brooks shoes are designed in the USA and assembled primarily in Vietnam, with other final assembly factories in Indonesia and El Salvador.
However, the tag on the shoe box, “Made in Vietnam,” does not tell the full story. A deep look at their official factory list reveals a far more complex and strategic model. This is a critical lesson in modern global sourcing.
Brooks’ Supply Chain: A Look at the Tiers
Brooks provides a transparent look at their entire supply chain, broken down into four tiers. This data shows who makes the final product versus who supplies the materials.
The numbers are clear:
| Supply Chain Tier | What It Is | Total Factories | Top Countries by Factory Count |
| Tier 1 | Final Assembly (The finished shoe) | 16 | Vietnam (9), Taiwan (2), USA (1), Others (4) |
| Tier 2 | Component Manufacturing (Soles, uppers, laces) | 198 | China (72), Vietnam (62), Taiwan (26) |
| Tier 3 | Material Processing (Textile finishing, foam) | 56 | Vietnam (25), China (15), Taiwan (8) |
| Tier 4 | Raw Material Production (Chemicals, yarn) | 60 | China (25), Taiwan (14), Vietnam (6) |
Analysis for Sellers: What This Data Really Means
As sourcing agents based in China, we analyze this data and see a story that most sellers miss.
Key Insight 1: China is the Component King
Look at the data again. You will see zero Tier 1 (Final Assembly) factories in mainland China. This is the “China +1” or “Made in Vietnam” strategy you read about in the news.
But look at Tiers 2 and 4. Brooks partners with 72 Chinese factories for components and 25 for raw materials.
This means that while the shoe is assembled in Vietnam, it is powered by Chinese materials. The high-tech foam, the specialized textiles, the durable outsoles, and the chemicals used to make them overwhelmingly originate in China.
Key Insight 2: “Moving to Vietnam” is Not Simple
Many sellers ask us, “Should I just move my production to Vietnam?” The Brooks model shows this isn’t a simple swap.
When Brooks assembles a shoe in their Vietnam factory (like the Vitory or Augah Vina plants), that factory must import most of its high-value components. Where do they come from? The 72 component suppliers in China.
This makes the supply chain more complex, not less. It requires a sophisticated logistics network to move parts from China and Taiwan to assembly plants in Vietnam and Indonesia. China’s role has simply shifted from “final assembly” to being the “critical supplier” that feeds all the other factories.
The Brooks Blueprint: Lessons for Your Business
Brooks’ strategy provides a clear blueprint for building a modern brand.
- Focus on a Niche: Brooks only makes running gear. This focus makes their sourcing more precise and their brand story stronger.
- Build a Diverse Supply Chain: They don’t rely on one country. They use a “China + Vietnam + Indonesia” model. This is a smart way to manage risk, but it requires expert coordination.
- Quality Control is Everything: When your raw materials (Tier 4) are in China and your final assembly (Tier 1) is in Vietnam, your quality control system must be perfect. This is where most brands fail.
Read More: Learn how to manage production in our [Seller’s Guide to Quality Control in China].
NicheSources: Your Partner in the Real Supply Chain
Many sellers—and even some sourcing agents—still see the world as “Made in China” vs. “Made in Vietnam.” The reality, as shown by Brooks, is that modern products are Made in the World.
As a sourcing agent based in China, we are at the center of this network. We are not just a “China sourcing” company; we are a “supply chain management” company.
- We can source your high-tech components from the best factories in China.
- We can coordinate logistics to your assembly partner, whether they are in China, Vietnam, or elsewhere.
- We manage the entire process so you can focus on your brand.
You don’t need to be a supply chain expert to build a global brand. You just need a partner who is.
Ready to source your next product? Contact NicheSources for a consultation today.
