Photos from the Trackhouse Eliot Lounge (Photo: Tony Luong) Even before the coronavirus pandemic, roughly 87 percent of Tracksmith’s sales came through its website; another 10 percent came from its brick-and-mortar location on Boston’s tony Newbury Street and occasional pop-ups at big-ticket marathons like New York and London. Since last March, 98 percent of sales have come via the internet, according to Taylor. This is consistent with a larger recent trend, in which the growth of online retail, and the attendant shift away from wholesale-centric business models, has spawned a number of smaller companies in a running-apparel market that used to be dominated by the major shoe manufacturers. Brands like Janji and Oiselle have given consumers an indie alternative to corporate behemoths like Adidas or Nike. From a product perspective, these newcomers present themselves as a refreshing departure from brands that, as Janji cofounder Dave Spandorfer put it, “made shoes first and apparel last.” According to Oiselle founder Sally Bergesen, the clothing lines put out by big shoe companies in the early aughts were plagued by “bland and uninspired designs” and continue to be rather “meh.”