Brooks moved to Rokke's Seattle location following its acquisition. In 1998, Rokke sold a majority interest in Brooks to J.H. Whitney & Co., a Connecticut private equity firm. Brooks introduced a full-line of technical running and fitness apparel for women and men in the spring of 1997. It also expanded into the walking category with the introduction of performance walking shoes. Brooks's Run Happy tag line first appeared in print advertising in 1999. Rather than depicting running as a grueling pursuit, as competitive brands did, Run Happy was based on the idea that runners love running, and suggested that Brooks products allowed "runners to have the running experience they were looking for". 2000s: Jim Weber, Berkshire Hathaway, BioMoGo In 2001, Jim Weber, a former Brooks board member, was named president and CEO of the company. At the time, the company's market share was low, and bankruptcy had again become a concern. Weber cut lower-priced footwear from the Brooks product line, added an on-site lab and staff engineers, and focused the company on technical-performance running shoes. As the brand was rebuilt, its annual revenue fell to $20 million. Three years later, it was $69 million. Brooks was acquired by Russell Athletic in 2004. In 2006, Russell was purchased by Fruit of the Loom and Brooks became a subsidiary of Fruit of the Loom's parent company, Berkshire Hathaway. It became an independent subsidiary of Berkshire Hathaway in 2011. In the mid-2000s, Brooks introduced High Performance Green Rubber, a material it developed for outsoles that used sand rather than petroleum. It subsequently developed BioMoGo, the first biodegradable mid-sole for running shoes. It used a non-toxic, natural additive that increased the rate of biodegradation by encouraging microbes in the soil to break the material down into nutrients that could be used by plants and animals, biodegrading approximately 20 times faster than traditional soles. By using BioMoGo, Brooks estimated that it would cut more than 30 million pounds of landfill waste over a 20-year period. The BioMoGo technology was open source. 2010s: DNA, $500 million milestone, Brooks Heritage, 2017 awards, FitStation Brooks DNA (and later Super DNA) was released in 2013. It provided customized cushioning, and adapted to the user's gender, weight and pace. Engineered from non-Newtonian liquid, it was another of Brooks's technological "firsts". In 2011, Brooks became the leading running shoe in the specialty market. On its 100-year anniversary, with a 29% market