Running Supply #68
Some unSATISFYing internet beef, gripes about mid-tier millenial brands busting into running, the Denver cottage industry gains a star, Norda has leopard print, and ROA's latest SS26.
Some unSATISFYing internet beef, gripes about mid-tier millenial brands busting into running, the Denver cottage industry gains a star, Norda has leopard print, and ROA’s latest SS26.
Quick Hits
I just interviewed co-founder Jessie Hyman of this very haute women’s running brand Pruzan. Their latest line looks great and my only complaint is the tops won’t fit me.
New Bandit is coming end of February. Peep the moodboard here. They shot the entire campaign on 35mm and medium format film which I absolutely love.
Keely Hodgkinson (Nike) casually broke the indoor World Record in Lievin. She ran 1:54.87. No reason she can’t run faster outdoors. Crazy work.
New Nike ACG athlete Jennifer Lichter won and broke the course record at Black Canyon 100k. Molly Seidel came in 4th in her 100k debut, getting her golden ticket to Western States. Molly was spotted wearing the latest Nike ACG Ultrafly, but jury is still in on where she lands.
Meanwhile, nobody finished the torturous Barkley Marathon.
I was interviewed by Lei Takanashi for Business of Fashion about Reddit and how it affects brands. TLDR; Redditors are really opinionated, don’t like brand involvement, and want to feel heard by someone if they have a bad experience.
Also, this email will be too long to read in your inbox. You’ll want to scope it out on the website or in the app.
ICYMI
Last week I covered Nike ACG and their crazy train, Nike x Mental Athletic’s Indoor Backyard Ultra, Pruzan’s SS26, Norda’s new colors, Unna’s latest season, and a bunch more.
Running Supply #67
In this issue: Nike ACG Train-ing for the wilderness, Pruzan preps for SS26, Norda busts out new colors, and a relaunch from sustainable footwear brand Hylo, Unna’s latest colors, and a lot more.
a brief ad for Blistering Pace, shout out Noah!
My all-time fave D3 runners-turned-pro Noah Droddy moved on to the next phase of his running career as the new Sponsorship Manager for Blistering Pace Race Management. He formerly ran for Salomon and the Boulder-based Roots Running Club and still hosts D3 Glory Days.
If you’re looking to sponsor a race, Noah is handling Big Sur International Marathon, Monterey Bay Half Marathon, Napa Valley Marathon and Half Marathon, and the San Francisco Half Marathon.
Not Everyone Needs to Start a Running Brand
And by not everyone, I mean not every single (low end to mid tier) lifestyle apparel company. I just saw that millenial menswear brands Percival London, P and Co, and Zara all launched activewear brands. Maybe this time will work. Last time I remember it was sort of a wash for Abercrombie and Fitch, J. Crew, Gap, Frank and Oak, and a handful of others. Maybe the bar is lower now with so many Instagram brands flooding the scene with low quality gear.
P and Co is a bit less offensive, leaning more lifestyle and trail. Cotton / Poly blend tee with a western inspired graphic, and mid thigh shorts. That said they look like any other mid-tier running short on the internet. This is being marketed to their existing customers who aren’t looking far outside the brand.
It Goes Down in The DMs
This is hyper niche for most people but was unfortunately popping off in my back yard: it made the rounds on Reddit, was parodied on Instagram, and written about on Substack. SATISFY creative director and founder Brice Partouch send some strongly worded DMs to Currently Running founder Nash Howe. Brice was mad at Nash a for ripping off the Space-O™ shorts and now trail belt. Is it a copy? It sure doesn’t pass the squint test.
But that’s not really my point here. This (attached) DM appropriate is so uncouth, especially from someone that high up at a brand. I don’t care how passionate you are. Send that to your friends, say that in person, don’t share it online. I liked Katie’s take, just be nicer.
Bring on the (Law)suits
SATISFY had a brush in with Nike earlier this year, which Brice took to LinkedIn of all places. Nike copied SATISFY’s iconic MothTech. His LinkedIn post was more diplomatically worded and got a widely positive reaction. I thought that was handled really well and was honestly great PR for them. Here is my two cents about that.
Shortly after that, Anthony Boronowski pointed out how everyone has ripped off the ultralight backpacking Polartec Alpha hoodie design. Somehow the shorts and top feel different, given how simple this hoodie silhouette is…but I get the point.
If it’s risking consumer confusion, get a trademark and get that stuff taken down. At the very least it means you were ahead of the curve for a while. SATISFY is usually ahead of the curve. though, and I hope to see them continue to innovate on new things rather than focus too much on the myriad of copycats around the globe (which I will not be linking or tagging).
Let’s see if anyone copies TheRocker, which they just dropped in this emo black. The latest Jet Black colorway ships with a 3mm and 5mm insole, addressing some user feedback that the shoe fit too tight. I prefer the Sterling Blue and Grenoble Green which might be available at your local shop.
Ciele Is Underrated (and Under Marketed?)
I was not familiar with their game. I interviewed their cofounder and one of the head designers, and they are amongst the top innovators in the running space. Bar none, they are leading the way on headwear. They’re also sneakily doing some of the coolest work with their fabrics. We nerded out for over an hour on natural blends, the benefits of synthetics, and their denim-hemp shorts (jorts?).
They honestly don’t market it much, probably because the average consumer doesn’t care. However, I DO. Put this in the hands of SATISFY, and it would be a ™ machine. Ciele has this very cool Sorino material, which combines silk and wool. They engineered a special soft brim for all their hats and just added this ripstop and mesh window hat. There’s a lot of tech going on behind the scenes here.
Their latest line is here. Not new, but the Sorino cotton/hemp blend denim jacket is so cool IMO. Nobody is doing this. Probably more suitable for an urban commute or hike rather than a run, but don’t tempt me.
Hylo Welcomes a New Creative Director
And hopefully soon a Marketing Director. Applications are open.
I’m familiar with Hylo’s new Creative Director, Sean Hamilton, from his work early on with Tracksmith. I’m familiar with Hylo from about a year ago when they came out with the almost-fully-bio-based Impact daily trainer: castor bean derived upper, bio EVA midsole, natural rubber outsole, Tencel laces.
The sustainability marketing didn’t seem to serve them all that well though, and they haven’t gotten much of a foothold in the US. This rebrand is taking a lot of Seans’s vision and experience as a skateboarder into play.
For me it feels so radically different, but that is literally the point. What they had before wasn’t a bonified brand: it wasn’t that opinionated, it didn’t sell anything outside of sustainability, it wasn’t recognizable. And frankly the upper fit on Impact wasn’t great, even if it ran well. They’re looking to reinvigorate the brand with a message thats focused less on sustainability, and more on the radical act of running, and how sustainability keeps our communities, and the most interesting places to run, in good shape.
Their newest shoe, the Axis comes out March 12th, and a big improvement. I’ve been able to sample a pair, and a handful of my local running friends have put some serious miles in them. Way more supportive, and most importantly to me, the upper fits like a glove.
News and Upcoming Releases
I’m Getting Old: Brooks Re-Released the GTS 10
The GTS 10 originally came out in 2008 as a true running shoe, and has been relaunched now as a lifestyle shoe. That makes me feel old. It’s made for old feeling people too, as it has their latest DNA TUNED midsole (what’s that?), aka the stuff they put in their regular running shoes. For me it’s weird to see a shoe I remember my high school friends running in come out as a “retro.” I don’t even consider anything from before after 1990 as vintage. GRWM now stands for Grow Old With Me. Coveting these acid green ones.
Remember the name UYN
Keep this Italian brand on your radar. They opened up a shop near me on Newbury, and I keep seeing their incredibly advanced looking seamless knits. SS26 Dolomya is coming soon. Peep the knit cargo tights and uber fuzzy mockneck. I will be swinging by the Boston shop soon for a field report.
Currently Opens Up in LA
Outside of all the drama, Currently just opened their minimal vibey store in LA. It looks as LA as the brand itself: clean lines, high end, vaguely beachy.
ROA SS26
While not a running brand, I can’t but help to adore ROA. Made in Italy, run by a bunch of Italian guys in New York. Their technical hiking gear is on every moodboard from here to Paris. It’s also been plenty featured in my favorite Blackbird Spyplane mag.
They are using a lot of this 3D Seamless blend of Dryarn®, wool, polyester, and elastane on a lot of their apparel and giving a unique spider web layering to it.
I also love the plaid they added to their line. Here are some selects from the line that are running adjacent.
You Actually Can Buy Cool
Can’t Buy Cool Studios is a one man show based out of Denver, CO. More than just merch, and finally showing it. Their signature items are the utility gloves and their latest Net Mesh Beanie made from Polartec Power Dry™ Mesh. It’s the same stuff Houdini’s hit Pace Flow Houdi is made from. The open mesh is breathable while still being relatively warm at rest.
I also f**k with this custom Buff with glowing eagle on it. The pricing on all of this stuff is break-even, which is actually more of a Fugazi vibe now that I think of it.
asics With Unusual Heat
These heatmap style SuperBlast 3’s are so sick from asics. I’m not always one for the super bright shoes, but these rock. Cool way to integrate their branding. Launching Feb 28.
Norda SS6 Kaleidoscope
Norda came in with decidedly not-neutral colors that I shared from TRE. O’m loving the Abyss leopard print camo, and keen on the gorgeous Chlorella green Horizon. The 001A is super comfy, and my friend Parley Hannan can vouch for the OG 001—she ran nearly all of TSP Atacama solo in her pair.
Wyrd is Keeping Weird
Staying in their own lane, Hong Kong based Wyrd Running. They keep busting out new wavy graphic running tees. Love that they’re adding in a ringer style tee, but I’m partial to the wild gradient blended long sleeves.
Not To Constantly Say ACG BUT
No wonder that Lava Loft Jacket is $295. The down has gold flakes in it! Missed opportunity to say Gold Bond Down Jacket, but maybe they’d get sued. I also want to share some of these art/craft pieces made by Local Stranger Workshop for Nike ACG NYC House of Innovation installation
For Later
Check out my bit on 3rd and 4th wave running stores, which features a list of the best running stores in the world. Indie Running Stores
If you’re looking to shop for any of this cool gear, check out my running store finder which let’s you filter by brand to see the nearest store.
Supply Run is a series of casual interviews with industry professionals. Anyone from runners to store owners to founders.
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Great write up Cole. I am working directly with UYN for a client of mine. I have visited their HQ in Italy a number of times, and it remains to this day, the most innovative and impressive HQ I have ever visited.
"Put this in the hands of SATISFY, and it would be a ™ machine." 💀