New Product: Hoka Mafate 5
Hoka recently introduced the the Mafate 5, the latest evolution of the brand’s trail franchise. The Mafate 5 delivers enhanced durability, adaptability and cushioning for long-haul endurance on rough terrain.
The Mafate 5 debuts Rocker Integrity Technology, which helps maintain rocker shape over multiple miles. This curved plate is made from light, pliable TPU placed between a firmer SCF EVA layer directly underfoot and a softer CMEVA foam layer beneath it. This new technology allows the shoe to absorb uneven terrain and adapt to the trail, while maintaining a responsive foot strike and efficient toe-off. The outsole utilizes Vibram Megagrip with Traction Lug technology, ensuring grip on any surface.
The upper provides durable 360-degree protection constructed with an all-new flow molded TPU cage, with a nod to the HOKA UTMB Mont-Blanc course map etched within the design. The Mafate 5 is the brand’s first shoe featuring an ankle gaiter integration system, sold separately. The option for an added gaiter will allow runners additional protection to shield themselves from trail debris for uninterrupted performance. MSRP: $185.
Altra Named Official Footwear Partner of Diplo’s Run Club
Altra has been named the official footwear partner of Diplo’s Run Club, a nationwide 5K series combining music, movement and community. The partnership kicked off at the tour’s inaugural race in Philadelphia on July 26. Founded by Grammy-winning artist and Temple University alumnus Diplo, the event featured a 3.1-mile run followed by a live DJ set at FDR Park. More than 6000 runners participated in the Philadelphia launch, including celebrity guests and Diplo himself.
Altra joins the series as a natural fit — championing runners who don’t fit the mold. This partnership is about making running more fun, more inclusive and a little less expected. At each event, Altra will host an interactive experience where runners can test gear, catch a vibe at the immersive “Dopamine Dispensary” and hang post-race.
Paradis Sport Unveils Seamless Boyshorts
Paradis Sport has launched its Seamless Boyshort, joining the recently introduced Natural Fiber Boyshort that debuted earlier this summer. Together, these two new styles demonstrate the brand's commitment to providing female athletes with specialized underwear options that prioritize performance, comfort, and sustainability.
The Natural Fiber Boyshort delivers the brand's signature stay-in-place promise while meeting the growing demand for environmentally conscious performance gear. The garment features an 88 percent Superfine micro-modal and 12 percent Lycra blend, with the Superfine micro-modal derived from responsibly sourced beech tree pulp. This boyshort includes a wide waistband to prevent rolling and a double-layered front panel for extra coverage.
The Seamless Boyshort incorporates Paradis Sport's established seamless construction into a boyshort design, delivering a seam-free front and extended leg coverage for friction-free comfort during any activity. Crafted from a 94 percent recycled nylon and six percentg spandex blend, this piece embodies the brand's signature features of ultra-fast drying, breathable, moisture-wicking performance and sustainable construction with BPA-free and PFAS-free materials.
Joma Adds Racewalker Paul McGrath
Joma has signed racewalker Paul McGrath, one of the most promising talents in Spanish athletics in recent years. At just 22 years old, McGrath has carved out a place for himself among the elite of international racewalking with extraordinary results, becoming Spain’s main medal hopeful for the Los Angeles 2028 Olympic Games.
The addition of Paul McGrath to the Joma team marks a firm step in the brand's commitment to the future of Spanish athletics. From the beginning, the young Spanish racewalker has shown exemplary development, combining refined technique with a maturity rarely seen in his age group. His consistency and attitude both on and off the track have made him a role model for the new generation of athletes.
Feel The Foam: Saucony Launches Hurricane 25
Saucony has launched the Hurricane 25, designed for comfort to provide runners with a plush and responsive experience tailored for daily runs. The Hurricane 25 combines Saucony’s dual-layer cushioning system with PWRRUN PB foam for a soft, bouncy feel and PWRRUN foam for responsive protection. A new SRS sockliner offers step-in comfort that elevates performance, while a redesigned carbon rubber outsole delivers enhanced flexibility, durability and protection. Updated geometry featuring CenterPath Technology ensures support and stability.
Notace, New Shoe Brand, Launching in September
Launching September 1, Notace is a new footwear brand founded by Cedric Scotto, whose background spans biomechanics research, run specialty and global footwear development. Grounded in natural movement and purposeful, Japanese-inspired design, Notace crafts shoes that support the way the body was meant to move – stripped of the unnecessary so nothing gets in the way.
Its first model, the Yama T1, is designed for running, hiking and exploring. Its footshape toebox encourages natural toe splay for improved stability and powerful toe-off with each step. A neutral heel-to-toe platform supports natural gait mechanics and healthy posture. The engineered eTPU midsole delivers a balance of flexibility, cushioning and ground feel. The lugs are angled in three different directions for traction and grip. Forward-facing lugs at the heel enhance braking on descents, while rear-angled lugs at the forefoot boost traction on climbs. Neutral lugs in the midfoot provide balanced stability on uneven terrain. MSRP: $180
New Product: Salomon Pulsar
The new Salomon Pulsar (MSRP: $140) is built for trail runners pushing the pace and or road runners new to trail. It features Salomon’s new optiFOAM2 midsole for a responsive, snappy ride. The All Terrain Contagrip rubber provides grip and durability on a variety of trail surfaces and the lightweight, breathable upper integrates SensiFIT and quickLACE for a locked-in fit that is easily fine-tuned on the fly. The shoe launches on September 1.
Coats, a manufacturer in thread and structural components for apparel and footwear and a pioneer in performance materials, has signed a definitive agreement to acquire OrthoLite Holdings LLC, the maker of insoles, accelerating Coats’ growth strategy to create a super tier 2 supplier in footwear materials.
This business represents a strategic fit and an opportunity to establish Coats as a global leader in the supply of materials to the footwear industry, building upon an already successful footwear business. OrthoLite is described as “a highly complementary addition to Coats due to its customer base, route-to-market, focus on sustainability and global operational footprint, with a strong financial track record.”
“The combination of Coats and OrthoLite is fantastic news for both companies and for the footwear industry,” says David Paja, Coats Group CEO. “It brings together two global leaders in adjacent segments of the footwear components market with a shared vision for innovation and sustainability and with unparalleled brands and customer relationships.”
Glenn Barrett, founder and CEO of OrthoLite, adds: “I’m excited to merge OrthoLite, the footwear innovation business that I founded 28 years ago with Coats Group plc. This alliance forms a powerful partnership of industry leaders to provide a platform for OrthoLite and Cirql to continue to serve our customers with the most innovative and sustainable footwear components in the world.”
MarathonFoto Reports Client Portfolio Growth
MarathonFoto, the supplier of race event photography, has experienced growth across the board in the first half of 2025 (H1). The year’s H1 specifically showed growth in MarathonFoto’s overall clients, with 105 races photographed, a 12 percent increase from H1 2024. Other notable data points collected include:
- 678,899 athletes photographed, an increase of nine percent
- 581 photographers hired/contracted, an increase of four percent
- An average of 53 images captured of each athlete, an increase of 29 percent
- A total of 18,472,499 images chaptured, an increase of 20 percent
Some of the events that MarathonFoto captured in H1 2025 included the Chevron Houston Marathon, United Airlines New York City Half Marathon, Bank of America Boston Marathon and the NYCRUNS Brooklyn Experience Half Marathon. Additional notable events that MarathonFoto has worked with include the TCS New York City Marathon, Bank of America Chicago Marathon and the Stockholm Marathon.
As a part of MarathonFoto’s client work, a portion of their proceeds is consistently reinvested into the industry. In 2024, MarathonFoto gave back $3.7 million to its partner events, supporting sport growth and allowing for greater giving to events’ charitable partners.
Rossignol Signs As Title Sponsor of 2025 Birkie Trail Run
As the Rossignol brand pushes in the trail category with a new collection of trail-running shoes and apparel, the brand has signed on as title sponsor of the 2025 Birkie Trail Run, put on by The American Birkebeiner Ski Foundation (ABSF). The event is the second trail-running race for which Rossignol has signed on as title sponsor this summer season.
While the American Birkebeiner, affectionately known as the “Birkie,” is most well-known for North America’s largest cross-country ski race, for over a decade, the Birkie Trail Run has brought thousands of runners and trekkers to the forested hills of the Wisconsin Northwoods for a challenging race day.
The Birkie Trail Run is set for Mt. Telemark Village in Cable, Wisc., Saturday, Sept. 27. The trail run festival includes various distance events: marathon, marathon relay, half marathon, nordic trek, 5K and a kids 1K fun run.
Keen Encourages Fans to ‘Run for the Trails’
Keen has protected public lands, helped make hiking and getting outside more accessible to all, and created durable, comfortable, protective shoes and boots to get folks closer to nature. Now, the innovative shoemaker is taking its trail DNA and Consciously Created approach into trail running with the Seek trail running shoe.
“After supporting our fans for thousands upon thousands of trail miles, we started to wonder: If we have proven better-for-your-feet fit, out-of-the-box comfort and best-in-class durability and protection, why couldn’t we make something for those fans who want to move a little faster?,” says Will Schuh, director of product management at Keen. “We built this shoe with the fan, for the fan, in a way that we haven't ever done before."
This wide-forefoot trail running shoe provides extra room in the toe box for natural toe splay and improved comfort during runs on uneven terrain. It leverages technology and a highly energetic midsole for a responsive, durable ride that’s optimized for heel strikers – the predominant foot strike pattern for recreational runners.
New Product: Hoka Mach X Caged
Designed for the growing connection between fashion and running. Hoka has launched the Mach X Caged, delivering dialed-up luxury performance. The Mach X Caged provides an extreme-performance-meets-luxury design with a new futuristic, ultra-modern retooling of the Mach X 2 that is designed for the growing connection between running and fashion, the Mach X Caged blends style and performance. It features superfoam underfoot, transparent mesh underlays and futuristic flow molding on the upper and will be available in eye-catching Pea Green/ Hoka Citrus and stealth Black/Midnight Blue colorways. MSRP: $200
The North Face Launches Summit Series Flora Alpina
The Flora Alpina collection is centered around the Summit Vective Pro 3, built around the third generation of Vective footwear technology, which pairs a dual-stacked carbon-fiber plate system with ultralight, nitrogen-infused Dream foam.
Head to toe looks are packed with technology as well:
• SUMMIT SUPERIOR FUTURELIGHT JACKET – MSRP $320
• SUMMIT VECTIV PRO 3 – MSRP $250
• SUMMIT RUN VEST 10L – MSRP $159
