Runner’s Image, 219 E. State St., will close after nearly 42 years in business in downtown Rockford. The shop is pictured Tuesday, Dec. 10, 2024. (Photo by Kevin Haas/Rock River Current)
By Kevin Haas
Rock River Current
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ROCKFORD — Runner’s Image, a downtown retailer that focused on guiding runners and walkers through finding the perfect fit, will close after more than 40 years in business.

Owners Steve Jaycox and Lisa Doll announced Monday night via an email to customers their plans to close the store at 219 E. State St. The store will be open on Fridays and Saturdays as they liquidate inventory. No final day in business is set.

“We are truly grateful to this community,” Jaycox said in a phone interview Tuesday. “The value that we’ve received from relationships that have happened because of this store — because of the people who shop here, the people who work here — that’s amazing and we’ll be forever grateful for that.”

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The shop was opened by the Beekman family in 1983 at the corner East State Street and Madison Street, and it moved to its current home shortly after. Jaycox has been with the store since 1989, and he and Doll purchased it from the second owner, Bob Sharp, in 1998.

“The two of us will be forever grateful for the support that we have received,” they wrote in an announcement on the store website. “It’s been an amazing journey and are very proud of what we have been able to give back to our community through the shop and the larger Runner’s Image family.”

The shop has been a gathering place for running groups who meet on Tuesday nights and Saturday mornings, often ending their run with a drink or meal at a downtown business.

“They are among a few urban pioneers, if you will, that were downtown before it was popular,” said John Groh, president of the downtown River District Association. “They had a vision and a commitment to the center of the city that has stood the test of time.”

Steve Jaycox has been with Runner’s Image in downtown Rockford since 1989, about six years after it opened. Jaycox, who owns the business with his wife, Lisa Doll, announced the store will close after nearly 42 years in business. (Photo by Mindy Joy Nutter Young/City of Rockford)

Groh passed on congratulations to Runner’s Image and Jaycox and Doll for a great run, “pun intended.”

“They’ve created a communitywide running family,” Groh said. “They’ve been involved in countless races and healthy living initiatives over the years. They and their employees have been trusted resources and go-to experts for a lot of folks over the years.”

Jaycox said business has been more challenging since 2020 when the pandemic took hold and drove more customers online. It also faced setbacks as major brands such as Nike and Hoka dropped a lot of smaller accounts to do more direct-to-consumer sales.

He said customer service, something that long set Runner’s Image apart with its personal approach to helping runner’s find the right shoe, has improved from online retailers. Younger shoppers are accustomed to going directly online without the face-to-face interactions Runner’s Image prided itself on.

“We still had tremendous support from the community, fabulous customers, but not enough,” Jaycox said.

He said the decision to close was difficult because of the longtime employees — Anthony Haynie, Bridget Eighmy and Carol Wilson. Haynie has been with the store since 2000.

“Our staff, they’re family,” Jaycox said. “The employees made the shop.”

Doll, who is also a teacher at Guilford High School, plans to retire after about 35 years on the job. That made now a fitting time to close.

The couple owns the building, including an upstairs apartment. No decision on what will be done with the property has been made.

“We’re going to be very cautious about what goes into the building,” Jaycox said. “We have some latitude, fortunately, as far as we don’t have to sign an immediate tenant.”

He said several longtime customers reached out after the email notice was sent to share memories of buying their first shoes at the store, or participating in an event organized by Runner’s Image.

“I thought I was going to be fine,” Jaycox said. “Now as I’m answering personally all these emails, with tears rolling down my face, I’m going to miss it.”


Runner’s Image | Closing hours

Where: 219 E. State St., Rockford

Hours: 2 p.m. to 7 p.m. Friday; 10 a.m. to 3 p.m. Saturday

Online: runnersimagerockford.com

Facebook: @Runnersimagerockford

Instagram: @Runnersimagerockford

Runner’s Image, 219 E. State St., opened in 1983 in downtown Rockford. (Photo by Kevin Haas/Rock River Current)

This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas

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