HOKA Unveils Mafate X ‘Far Out Experience’ in NYC
In a unique marketing move, Hoka recently brought an innovative and immersive trail running experience to the heart of New York City with the Mafate X Far Out Experience.
Hoka debuted its new activation, the Mafate X Far Out Experience, at Flatiron North Plaza that invited visitors to step off the city streets and into an immersive visual trail running environment.
Inside, runners had the chance to test out the all-new Mafate X while surrounded by dynamic visuals simulating a running trail through the iconic Joshua Tree National Park. The contrast between the bustle of New York City and the scenery of Joshua Tree National Park trails provided runners with a running experience that embodied the wild spirit of ultra-marathoners and trail runners who relentlessly pursue conquering the world’s longest and harshest courses.
“At Hoka, we were born in the mountains, inspired by the joy of trail running and driven to continue inviting runners of all backgrounds to experience it with us,” explains Hoka North America VP-marketing Allie Tsavdarides. “The Mafate X Far Out Experience is an immersive way to be transported from the heart of New York City into the wild environment of trail running. The Mafate X is built for long-haul adventure and we hope this unique experience inspires everyone to get FAR OUT and find their own adventure, too.”
Created in partnership with integrated digital marketing agency Jellyfish, the experience (produced by DE-YAN) celebrates the launch of the Mafate X, the latest evolution of HOKA’s iconic trail running franchise. Originally introduced 15 years ago at UTMB Mont-Blanc, the Mafate has become a global symbol of performance and innovation in trail running. The Mafate X has an MSRP of $225.
New Product: Altra Olympus 275
The futuristic Altra Olympus 275 is set to land in July. It's a high-performance trail shoe built for big miles over technical terrain, with a degree of durability that the running scene hasn't experienced yet. The name is a nod to the temperature – 275°F – that Altra’s founders used to crank their toaster ovens to while crafting the brand’s first prototypes in a Utah basement. The result back then was revolutionary. Now, the Olympus 275 carries the same spirit forward thanks to innovative materials and design input from elite trail runners Jeff Browning, Tara Dower and Kyle Curtin.
Key features:
• Matryx Upper: A Kevlar-infused, single-layer construction that’s ultralight and durable.
Salomon and Courtney Dauwalter Partner
Trail running brand Salomon has expanded its Courtney Dauwalter-inspired technical apparel and footwear collection. The new limited-edition line “celebrates one of the most decorated ultra-runners in history, featuring performance-driven designs infused with Courtney’s iconic style, passion for comfort and her unmistakable energy on and off the trail.”
In 2023, Salomon and Dauwalter collaborated to launch the Shortney, an 8-inch oversized trail short that reflects her signature laid-back style. The collection has since grown into a bold, high-performance line, including apparel, footwear, and hydration gear. Her collection also features two limited-edition high-performance accessories for trail runners:
• S/LAB Genesis Limited Courtney Edition: A technical trail running shoe made for endurance, with durable Kevlar-threaded Matryx fabric, OptiFOAM cushioning, and a two-part lug pattern for grip.
• Sense Pro 6 Limited Courtney Edition: A minimalist hydration vest with rapid-access storage, soft stretch mesh and 2 x 500ml soft flasks. Its SensiFit construction ensures a bounce-free fit for long-distance comfort.
• The Sense Aero Limited Courtney Edition Tee continues the theme of technical performance with light, breathable Knit Flow fabric and zero-chafing seams. It combines 37.5 temperature-regulating technology with minimal construction for comfort at every distance.
In other news from Salomon, the brand recently launched the S/Lab PULSAR 4, a trail running shoe reinvented to offer a mix of propulsion and comfort, designed to provide the same sensations as fastest road running shoes, but with all the technologies of a high-performance trail running shoe. Designed for S/Lab athletes looking to break records in short to mid-distance races, the S/Lab Pulsar 4 includes a new dual foam construction offering more stability and cushioning.
The dual foam construction includes optiFOAM+ directly underfoot for propulsion and comfort and an optiFOAM bottom layer to ensure stability. This pairing of foams, inspired by road racing technologies, delivers improved propulsion and responsiveness. In the upper, Matryx engineered mesh delivers a breathable, tailored fit offering maximum comfort, durability, and support with minimal weight. Salomon quickLACE holds strong on the roughest runs and offers fast and easy lacing and on-the-go adjustments. All Terrain contaGRIP provides confidence on a variety of terrains with more 3.5mm lugs and over 35 percent more contact area than the S/Lab Pulsar 3. MSRP: $220.
New Products: Teva Aventrail Shoe and the Aventrail R2T
Earlier this month Teva unveiled the expansion of its Aventrail family. Building upon the Aventrail Sandal Teva released last spring, the brand introduces two new additions: the Aventrail Shoe and the Aventrail R2T (road-to-trail). Teva Bureau of Adventure member, Mike Wardian, was a key player in the testing for these styles, having worn the Aventrail Shoe on the entirety of his AT FKT attempt this past fall.
New Product: Saucony Triumph 23
Saucony recently unveiled the Triumph 23, its premium neutral cushioning running shoe, featuring the brand’s most innovative compounds built for plush, luxurious comfort. The Triumph 23 features a thick stack of Saucony’s PWRRUN PB cushioning — one of the brand’s most responsive and energy efficient foams. Enhanced with a softer aesthetic and feel, this shoe provides a plush, yet lively ride that keeps runners energized.
The shoe’s premium engineered mesh upper enhances breathability while maintaining a refined, luxurious look. With sustainability at its core, the Triumph 23 is a vegan-friendly product and incorporates recycled materials, making it a choice runners can feel good about.
New Product: Moab Speed 2 Gore-Tex
Snow Peak and Merrell have joined forces for a limited-edition release of the Moab Speed 2 Gore-Tex, which blends trail-tested performance with refined outdoor style. This exclusive collaboration upgrades the hybrid hiker-runner with waterproof Gore-Tex protection, Vibram traction and abrasion-resistant reinforcements built for fast-moving adventures in unpredictable terrain. Finished with co-branded details and a custom storage bag, it’s a collector’s piece with an MSRP of $209.95.
New Product: Reebok FloatZig 2
Reebok recently unveiled the FloatZig, the latest innovation within its FloatZig franchise, designed to make running more fun and enjoyable for all. New this season, the FloatZig 2 features the new SuperFloat+ Foam combined with a re-engineered Zig tech midsole, to help create an even springier, bouncier and more stable run. MSRP: $120.
Mammut Launches Trail Line
Mammut is launching a new trail running collection S26, bringing its 160 years of experience in building innovative gear for the mountains to a collection of high-performance trail footwear that aligns with its DNA. The collection consists of three shoes built for specific movement needs (all mountain, speed, endurance).
- Flextron Pro is a polymer propulsion plate delivering powerful energy return and dynamic forefoot flex while providing just the right amount of torsional stability for mountain travel
- AECore Ultra and Plus midsoles. AECore Ultra foam is 20 percent softer than EVA, 30 percent lighter and has high rebound properties. AE Core Plus foam is 10 percent softer than EVA, 20 percentg lighter and has high rebound properties.
New Product: Saucony Xodus Ultra 4
Saucony recently unveiled the Xodus Ultra 4, the latest iteration of its trail running shoe designed for long-haul adventures. Combining maximum cushioning with grip and protection, the Xodus Ultra 4 features an enhanced dual-layer midsole, incorporating plush PWRRUN PB directly underfoot for soft, bouncy responsiveness, framed by PWRRUN foam for added protection. A full-coverage Vibram MegaGrip outsole provides traction on rugged terrain. The shoe's trail-ready durability is further enhanced by a ripstop-engineered mesh upper, designed to withstand tough conditions while keeping runners secure and supported.
Alwrld Debuts Born of Motion Collection
Running apparel and fashion brand Alwrld has launched its Summer 2025 Collection – Born of Motion – inspired by the power of action and how movement becomes expression. Its story is shaped by the beauty of Colombia, where the sun excites both heart and land. It’s the feeling of being in your element — energized, unstoppable.
REI Names Arc'teryx Vendor Partner of the Year
REI Co-op recently named Arc’teryx as its Vendor Partner of the Year Award. This annual program “recognizes brands that make significant contributions to product innovation and performance, as well as progressive and efficient business practices, experiences with REI customers and staff, and doing the right thing for people and the planet.”
REI also recognized Keen, Vuori, Gregory, and Atomic as category leaders in footwear, apparel, outdoor hardgoods and action sports.
“For over 30 years, our Vendor Partner of the Year awards have celebrated the co-op’s most valued brand partnerships that drive positive change. Out of more than a thousand brands carried in our stores and online, only 16 vendors make the final round — a remarkable achievement,” explains Kristin Shane, REI’s chief merchandising officer. “Arc’teryx’s win for overall Vendor Partner of the Year is well-deserved. As a true industry leader in both sustainability and innovation, they continue to set the pace with no signs of slowing down.”
Headquartered in North Vancouver, BC, Arc’teryx has received REI’s overall Vendor Partner of the Year award for the first time, in addition to receiving the Apparel Divisional recognition from the retailer in 2019 and 2024.
Runners to get high in bid to win trip to Everest Marathon
Runners are set to get high this summer in a bid to win a free adventure trip to Nepal and entry to the world’s highest marathon. The Everest Marathon – first staged in 2003 – is held annually under the shadow of Earth’s tallest mountain, Mount Everest. Starting from Everest Base Camp at a height of 5364m, runners complete a high-altitude 26.2-mile course over rough trails.
Typically attracting runners from more than 20 nations, the marathon is always held on May 29, celebrating the day of the historic first ascent of Everest by Tenzing Norgay Sherpa and Sir Edmund Hillary in 1953.
Ahead of the 2026 marathon, Inov8 and adventure travel experts KE Adventure have teamed up on an exclusive giveaway – offering one free place on a 19-day group guided trip from Kathmandu that includes race entry.A winner of this prize will be selected from those who sign-up to Inov8’s new Natural High Everest Challenge. The challenge runs for two weeks between June 23 and July 6, during which time people are encouraged to run or hike as much ascent as possible. At the end, all ascent logged will be totaled and a number revealed to show how many times Inov8’s challenge community scaled the equivalent height of Mount Everest.
One More Thing ...
Wigwam’s fifth generation took over the business recently and this humorous video came across our desks, with this explanation …
Click here for the video. Enjoy …
https://m.youtube.com/watch?v=VW6R5fnIuvI
