Superfeet Unveils Bold Brand Evolution
Superfeet, the maker of performance insoles, earlier this month unveiled the next evolution of its brand that marks “a new era in the company’s journey to empower all who move.” With a renewed emphasis on serving real-world athletes, biomechanical innovation and intentional design, Superfeet is building on its nearly 50-year foundation to step into the future.
“This brand refresh is about much more than a new look — it marks a new chapter in how we serve today’s athletes,” says Trip Randall, CEO of Superfeet. “Superfeet has always been trusted by those who push limits. Now we’re doubling down on innovation and performance to power every kind of athlete, wherever their pursuits take them.”
This next chapter introduces a new logo, refreshed visual identity and an updated marketing approach that celebrates athletes who pursue progress across every arena, from courts and trails to job sites and city streets. At its core is athlete-first messaging, unified under the guiding narrative “Powered by Superfeet,” a platform designed for collaboration and built to elevate real athlete stories.
To bring this new vision to life, Superfeet is working with Olympic Gold Medalist track athlete, entrepreneur, mother and TV broadcaster Sanya Richards-Ross to be a Superfeet athlete and partner in this brand evolution.
To support its brand evolution, Superfeet will launch new sport- and work-specific insoles later this year.
• Run Pacer Elite, Available Fall 2025. The pinnacle offering in Superfeet’s line of trim-to-fit running insoles, featuring a Carbitex plate paired with high-rebound SuperRev foam to power dynamic propulsion and comfort. Built for 20 percent more energy return.
• Sport Ultralight, Available Fall 2025. A light yet powerful foundation built with high-performance SuperRev foam and EVOLyte carbon fiber-infused arch support. Engineered to be 25 percent lighter so every step feels faster, smoother and effortless.
• Puncture Resistant Support, Available Late 2025. A flexible, puncture-resistant plate shields against sharp hazards, without bulk or restriction. Paired with SuperRev foam cushioning for rugged protection.
• ESD Cushion, Available Late 2025. Ultimate comfort with clinically proven support for ESD footwear. Each layer, from the top cover to the forefoot pad, is made with electrostatic dissipative materials for protection.
New Product: Altra Experience Wild 2
The Experience Wild 2 is the latest evolution of Altra's most multifaceted trail runner “designed for smooth movin' and groovin' on everything from buttery singletrack to rocky ridgelines.” The second generation delivers key updates to fit and functionality that make it even more efficient across a wide range of trail conditions:
- An updated upper for long-lasting comfort and breathability
- Integrated D-ring for streamlined gaiter attachment
- Additional lacing eyelet for increased security
- Increased TPU overlay in high-wear areas for protection and durability
This update retains the lightweight, rockered ride and low 4 mm drop that define the Experience line for a trail shoe that balances all-day comfort with targeted performance. MSRP: $140
A Letter From OS1st President, Josh Higgins, on 2025 Wholesale Pricing
A letter from OS1st president Josh Higgins to its retail customers was recently obtained by Running Insight and printed here with permission of the company:
Dear U.S. Retail Partners,
At OS1st, we recognize the challenges that recent tariff developments and ongoing economic uncertainty are placing on businesses like yours. In these times of rising costs and shifting market pressures, we want to reaffirm our commitment to being a reliable and supportive partner.
That’s why we’re making a clear and firm commitment: we will maintain our current wholesale pricing through at least the end of 2025.
We understand that pricing stability is crucial as you plan your inventory, manage your margins, and serve your customers. Our decision reflects not just our confidence in the strength of our partnership, but also our belief in weathering this storm together — without passing the burden onto you.
We deeply value your trust in OS1st and remain focused on delivering the premium products, service, and support you've come to expect. Thank you for standing with us — we’re proud to stand with you.
If you have any questions or need additional support, please don’t hesitate to reach out to me or your OS1st representative.
With appreciation
Josh Higgins, President of OS1st
Adidas Adizero Boston 13 Drops With Head-To-Toe Collection
Adidas recently dropped the Adizero Boston 13, the latest addition to the brand’s speed-focused running collection, providing consistent speed for fast workouts and tempo runs. The shoe is the “perfect training accompaniment to those who race in the Adizero Adios Pro 4,” according to the company.
First introduced in 1980, the Boston is in its 13th iteration. Alongside its Energyrods 2.0 and engineered mesh upper, key tech and design updates to the shoe include:
- 13.8 percent more Lightstrike Pro foam for a softer midsole;
- tuned with a padded tongue and collar on top of the foot for added comfort;
- New for Adizero Boston models and first seen in the marathon racer Adizero Adios Pro 4, the LightTraxion patterned outsole reduces weight without sacrificing grip due to its strategic placement.
The Adizero Boston EQT pack includes the Adizero Archive Running Singlet for men and women, the Adizero Archive Running Gel Shorts for women, the Adizero Archive Running Short Leggings for men, and Adizero Archive Running Jacket rounding out the collectiion.
New Product: New Balance FuelCell SuperComp Elite v5
The new FuelCell SuperComp Elite v5 from New Balance emphasizes light weight, coming in at approximately 214g for a men’s 9. 5. The shoe contains a Fuel Cell midsole made with 100 percent PEBA foam, a stiffer forefoot carbon fiber plate that when combined with a PEBA FuelCell midsole leads to a propulsive feeling; and a new lightweight outsole material designed to feel grippier. The tongue and collar are engineered for a comfortable, natural feeling transition from training shoe to race shoe. MSRP: $250
Injinji Introduces Performance Shirt Collection
Injinji, the innovators of the patented five-toe Performance Toesock, has expanded its product line to include a Performance Shirt Collection, designed with the brand’s community of runners, hikers, and adventurers in mind. The collection stays true to the Injinji brand with its minimalist, performance-based design.
Crafted from moisture-wicking fabric with four-way stretch, each piece within the collection features an anti-chafe neckline and soft threads. Serving as the first step to Injinji’s performance wear line and overall brand progression, the Performance Shirt Collection will include men’s short-sleeve and long-sleeve styles, ranging from size Small to X-Large, and women’s short-sleeve and long-sleeve styles, ranging from size X-Small to X-Large in select colors such as Gray, Navy, and Emerald. The short-sleeve style retails for $40 and the long-sleeve style retails for $45.
Mizuno USA Strengthens Running Division With Key Hires
Mizuno USA recently made a number of key leadership changes to its running division, promoting Will Cutler as associate marketing manager while hiring Nico Betancourt as territory manager and Hope Nixon as running brand specialist.
Cutler has been promoted from territory manager to associate marketing manager. In his new role, Cutler will bring his “energy and insight to the brand side, supporting key initiatives and continuing to champion the needs of the specialty channel through a marketing lens.”
Betancourt is joining Mizuno as territory manager based in Chicago. Betancourt is an industry veteran with specialty running experience and leadership. Most recently, he was the store manager at Front Running Sports in Florida and, before that, a regional manager for Fleet Feet Sports Orlando.
Nixon has joined Mizuno as a running brand specialist based in Cincinnati. She formerly worked at Columbus Running Company.
In other news at the company, the Mizuno USA Running team and its global partners from Japan, Canada and Mexico came together for its Spring/Summer 2026 Sales Conference. During the event Mizuno territory manager, Noah Stevenson, was recognized as Mizuno USA Running’s 2025 “Territory Manager of The Year.” He was presented with the coveted samurai sword during the annual awards banquet.
Skratch Labs Forms Official Athlete Team
Skratch Labs, the Boulder, CO-based maker of performance nutrition, has formed Skratch Labs Racing, an elite team of eight athletes pushing toward the top podiums in their respective sports. Skratch Labs Racing, the brand’s first official elite athlete team, features Adam Peterman, Alexis Magner, Caroline Wreszin, Haley Batten, Heather Fischer, Reid Burrows, Tara Fraga and Tara Warren.
“At Skratch Labs, we go where the help is needed," explains Dr. Allen Lim, co-founder of Skratch Labs. "That’s always been our north star. Whether it was supporting athletes behind the scenes at global competitions or one-on-one through our athlete care program, we’ve been there, mixing bottles, giving advice, offering whatever we had to give.
“Now, we have the internal team and resources to go even further,” Lim continues. “We've built a team of athletes who are chasing the edge of possibility — those who carry purpose in their stride, who nourish their bodies and their communities, and who share our obsession with getting better. Because in the end, performance is just one part of the story. The bigger impact comes from how athletes inspire others to show up, work hard, and pursue excellence."
Milk Teams With Saucony, rabbit
The largest U.S. marathon designed entirely for women, by women, just got even more powerful. Every Woman's Marathon presented by Team Milk, recently announced its 2025 lineup of official premier partners. Powered by Milk, this year's event brings together industry-leading brands to deliver an unmatched marathon experience for women of all backgrounds and abilities.
- Saucony will serve as the official footwear partner.
- rabbit, a women-founded running apparel brand, is the official apparel partner.
Both brands will release exclusive merch drops later this year—from limited-edition performance gear to collectible designs celebrating the 2025 race.
"At Saucony, we believe running isn't just about pace—it's about power, purpose, and personal truth. Every Woman's Marathon is more than a race; it's a rallying cry for self-expression and strength in every form," says Joy Allen-Altimare, Global Chief Marketing Officer at Saucony. "We're proud to stand with Milk and the thousands of women who are reshaping the narrative—stride by stride. And we're excited to bring Saucony's signature energy to a movement that celebrates the full spectrum of womanhood in sport."
"We're not just inspired by women runners—we are them," says Monica DeVreese, co-founder and CEO of rabbit. "We believe in this movement with every fiber of who we are, and we can't wait to bring our energy to Scottsdale this fall."
Hoka Launches Mafate X Trail Shoe
Hoka last week unveiled the Mafate X, the latest evolution to the brand’s trail franchise. The Mafate is the Hoka brand’s original trail shoe and first debuted 15 years ago at UTMB Mont-Blanc.
Inspired by the wild spirit of ultra trail runners, the Mafate X is designed for long haul adventures and brings comfort, stability and performance to the trail. The construction of the shoe features premium foams, enhanced geometries and a forked carbon fiber plate to provide the support and efficiency ultra runners need for their longest distance runs. MSRP is $225. Key features include:
· Ultra-Soft Dual-Layer Midsole: A super critically foamed EVA sole and PEBA top layer make even the most difficult miles feel more comfortable.
· Forked Carbon Fiber Plate: Cradles the foot for a consistent, stable ride over long distances, while the unique forked design allows for more adaptability on uneven trail terrain.
· Metarocker and Rearfoot-Focused Active Foot Frame: Inspired by the HOKA brand’s Skyward X, these elements enhance control during moderate paces typical of ultra-trail events.
· Ultralight Woven Upper: Durable, breathable, and designed for quick drainage, with a dynamic vamp and gusseted tongue for a secure fit.
· Vibram Megagrip Outsole: Featuring playful taco-and-pizza-slices-shaped lugs, it adapts to varied terrain while leaving a joyful footprint on the trail.
In conjunction with the shoe release, HOKA recently launched Mafate X FlyLab experiences around the globe. The first experience debuted at Canyons 100K last month, and the experience will be highlighted once again at Western States this year. The Mafate X Flylab invites the trail community to experience how HOKA brings its signature innovation to life on the trail, and beyond.
