Brooks Collaborates With NHL’s Seattle Kraken
In a novel partnership, Brooks Running and the NHL’s Seattle Kraken earlier this month unveiled their first merchandise collaboration: the exclusive Kraken-themed Brooks Ghost 17 shoe. The limited-edition shoe debuted Oct. 6, the week the 2025-26 NHL season kicked off.
This shoe marks Brooks’ first co-branded product with a professional sports team, giving Kraken fans and runners alike the opportunity to show how deep their local pride runs. Brooks is the team’s official off-ice performance partner, having announced a multi-year partnership with its hometown team in 2024.
The Kraken x Brooks shoe features:
• Kraken signature colors Deep Sea Blue, Ice Blue and Red Alert
• Kraken secondary anchor logo on the heel
• Premium nitrogen-infused cushioning
• A newly designed midsole with precise flex grooves
"I've been a fan of Brooks for a long time and getting to rep my team while wearing their gear is exciting," says Kraken goaltender and Brooks ambassador Joey Daccord. "The colors are spot-on, and I love the detail of the anchor on the heel. These will be my go-to training shoes from now on."
The Kraken-themed shoe was designed by Brooks designer Jennifer Fuson. The Ghost 17 model was chosen for its versatility and popularity among runners and everyday wearers.
“We’re excited to kick off this new season with the Kraken by offering an all-new co-branded shoe, giving fans more opportunities to show off their local pride,” adds Nick Hemmer, principal footwear merchandiser at Brooks. “The Ghost 17 Kraken exemplifies the partnership between Brooks and the Kraken, paying homage to the Pacific Northwest and celebrating the passionate community we’re a part of.”
Aetrex Reimagines Kids’ Shoe Shopping
Aetrex, a leader in foot scanning technology, orthotics and comfort footwear, recently expanded its kids’ shoe fitting platform with the launch of Tootsie Augmented Reality (AR) and Aetrex Kids Orthotics.
The new AR experience is an extension of the Tootsie Foot Scanning program, introduced last year, which utilizes a friendly monster character named Tootsie to guide children through the foot measurement process. Now, after completing a foot scan, kids can step into Tootsie’s virtual world with the Meta Quest 3 or 3S VR headset. Children can see Tootsie come to life in-store, sparking conversation, joining playful dance-offs and creating a fun, memorable shopping journey.
Beyond gaming, the Tootsie AR package offers retailers additional engagement opportunities, such as a digital photobooth for pictures with Tootsie and branded giveaways, including Tootsie-themed trading cards and digital wallpapers. The program ensures a repeatable, high-energy experience that draws families back to the store while giving retailers new ways to build loyalty and boost sales.
“The kids’ footwear market reached $55.5 billion in 2024, yet most children are still wearing the wrong shoe size,” points out Aetrex CEO Larry Schwartz. “With the Tootsie Program, we ensure kids get proper sizing from their very first scan, helping to prevent future foot problems. At the same time, the Tootsie AR package transforms shopping into an engaging experience that kids look forward to, creating destinations where families want to return every six months or so as kids grow.”
To complement the AR launch, Aetrex introduces Kids Orthotics ($49.95), designed specifically for growing feet. Featuring cushioning, shock absorption and arch support, these orthotics provide the foundation needed for healthy growing feet and injury prevention. The AeroCell base reduces stress on joints, while the soft top cover – printed with the Tootsie character – makes them kid-friendly and fun to wear.
Retail partners are already seeing the impact. “Aetrex has brought kids' footwear shopping to another level,” says Melissa Blandford, SVP at DSW. “People come into our stores specifically to see Tootsie and have a memorable experience. Aetrex does an incredible job making in-store shopping personal and engaging, and it works.”
Since launching in August 2024, the Tootsie 3D foot scanning program has grown to more than 1300 retail doors worldwide, utilizing Aetrex’s Albert Pro and Zoe Pro foot scanners. The branded Tootsie package with giveaways such as stickers, temporary tattoos, balloons and t-shirts, plus Aetrex’s new Kids Orthotics, is available now in select DSW, Tradehome, and Scheels locations.
Olympian Colleen Quigley Joins Superfeet Team
Superfeet has expanded expanding its athlete roster with the addition of Colleen Quigley – a 2016 Olympian in the 3,000-meter steeplechase, NCAA national champion, nine-time All-American and 2025 inductee in the Florida State University Athletics Hall of Fame.
“This partnership is about more than sport,” explains Superfeet CEO Trip Randall. “Colleen represents performance with perspective: she’s an Olympian, a mentor and an advocate for mental health and balance. Her story aligns perfectly with Superfeet’s mission: Designed for movement. Built to change lives.”
Beyond her own racing, Quigley is strengthening the sport through Meridia, a women-led, athlete-owned professional track team she co-founded earlier this year. Meridia is reimagining how athletes are supported, offering revenue-sharing, athlete autonomy, and a holistic infrastructure both on and off the track to help athletes succeed.
Superfeet Launches Run Pacer Elite
Also at Superfeet, the company recently launched Run Pacer Elite, an insole featuring a unique carbon fiber plate and advanced supercritical foam that together amplify every stride with propulsion, responsiveness and comfort. At the core of Run Pacer Elite is Superfeet’s most advanced technology pairing yet: a Carbitex carbon fiber plate and SuperRev foam. Together, the combined technologies unlock 39 percent more responsiveness, compared to traditional insoles, giving every runner the opportunity to feel fast on demand.
The Carbitex dynamically flexible carbon fiber plate is precision-calibrated to adapt with every pace. Unlike stiff, restrictive plates, Carbitex works with the body by engaging stiffness as it bends, providing geared power at higher speeds while remaining highly flexible at slower speeds, ensuring a natural ride at easy paces while unleashing explosive propulsion during faster speeds.
Complementing this propulsion is the all-new SuperRev foam, created via a supercritical process infusing advanced foams with high-pressure CO2 and nitrogen to create a unique microcellular structure. The result: maximum energy return, lightweight responsiveness, and durable comfort that cushions every landing while powering runners into their next stride.
Saucony Unveils Stone Cold Gore-Tex Pack
Saucony earlier this month launched the Stone Cold Gore-Tex Pack, a versatile collection designed for those who embrace the challenge of wet, cold and unpredictable conditions. Featuring Gore-Tex technology, this pack delivers waterproof, breathable and durable performance.
The Stone Cold Gore-Tex Pack includes:
• Triumph 23 GTX – Premium cushioning and waterproof protection for long-distance comfort.
• Peregrine 15 GTX – Rugged grip and durability built for technical trails in any condition.
• Ride TR2 GTX – Versatile road-to-trail performance with all-weather readiness.
As part of the launch, Saucony partnered with Milan Track Fanatix, one of Europe’s most inspiring run crews. Their involvement grounds the story in real running culture, bridging advanced Gore-Tex performance with the human spirit of collective movement.
Altra Launches Renewed Focus on Foot Health
Altra is rooted in promoting natural biomechanics. The brand’s signature FootShape Fit gives toes the space to spread while the Low to Zero Drop platform aligns the body for proper posture from the ground up. This foundation allows runners to move in harmony with their bodies so they discover the mechanics and movement patterns that help unlock their individual potential.
Altra Fit underscores the brand’s philosophy that when athletes run in shoes that respect their anatomy, they are free to discover their own personal best. From marathon training to exploring rugged trails, Altra Fit enables athletes to push limits without compromise.
The campaign also debuts Fiery Coral, Altra’s new main brand color. Fiery Coral is a vibrant shade that reflects the passion, ambition, and adventurous spirit of the Altra community.
New Product: Alwrld Pure Valor
Running apparel and fashion brand recently unveiled its Fall 2025 collection, which includes the debut of the Pure Valor line. The collection's timeless pieces reflect a runner’s achievements — every stitch count, there are no shortcuts.
New Product: Mammut Aenergy Trail Endurance Ultra Low
Designed for performance on mid-to-long-distance trail runs, Mammut’s Aenergy Trail Endurance Ultra Low features a Flextron PRO propulsion plate that delivers energy return and dynamic forefoot flex while providing the right amount of torsional stability. The dual-density foam combines lightweight AECORE Ultra foam with AECORE Plus foam, offering rebound for enhanced comfort and responsiveness, along with cushioning – whether running 10k or over 30k. \
CEP Running Appoints Sylvester
Sylvester brings more than a decade of run-specialty, brand and channel leadership experience, paired with an extensive background as a competitive runner, coach, and community builder. A fixture in the running community, Sylvester has served runners from every facet of running — starting as a collegiate runner to becoming a fitter and gait-analysis specialist, then advancing into territory sales, retail marketing and brand-side leadership roles.
Balega Launches ‘Feel the Difference” Campaign
Sock brand Balega recently launched its latest campaign, Feel the Difference, that highlights its dedication to providing comfortable performance sock. The campaign will showcase popular styles, including the UltraGlide, Ultralight, Enduro, and Hidden Comfort, highlighting the unique features and benefits of each to help customers find their perfect pair.
OrthoLite Partners with Bureau Veritas
OrthoLite recently entered into a partnership with Bureau Veritas Hong Kong Limited (“Bureau Veritas”), a leader in testing, inspection, certification and auditing services. This collaboration highlights OrthoLite’s commitment to establishing standardized testing practices across all global operations, ensuring consistency while staying a step ahead of upcoming regulatory requirements in material traceability, safety, and compliance.
New Insole Brand: Kila Run
A new insole brand called Kila Run recently debuted into the running market. The brand was formed to provide runners with insoles that not only add comfort to runners' routines, but also offer a performance benefit. When Kila introduced its iPhone foot-scanning technology it changed the way runners can buy custom insoles by making the process simple, convenient and accurate. The scans are then sent to a lab that 3-D prints the custom insoles for each individual foot. Kila's insoles are designed specifically for runners. They're flexible (allowing all three phases of gait), lightweight and made with super shoe materials to maximize forward bounce.
Mizuno Adds Five New Field Members
Mizuno Running recently added five members to its field team, furthering the brand’s five-year strategic plan and commitment to the running specialty channel.
• Christian Anderton – Running Brand Specialist, Birmingham, AL. Anderton began his career in running specialty at the Trak Shak Running Shops from 2020–2023 before joining Hibbett Sports as an allocation analyst. A former Troy University cross-country and track and field athlete, he brings both competitive running experience and retail expertise to his new role.
• Ben Hanlon – Running Brand Specialist, Richmond, VA. Hanlon joins Mizuno from Big Peach Running Co., where he was the top salesperson at the Cumming location and served as interim manager. A decorated runner at Berry College with seven conference championships, he has also coached at South Forsyth High School.
Zach Opdenaker – Territory Manager, Mid-Atlantic (MD, VA, DC). With a background in both brands and data, Opdenaker has previously worked with Saucony and Upper Quadrant. His career began in running specialty retail with Delaware Running Company and Philadelphia Runner. An accomplished distance runner himself, Zach has completed three marathons and two ultras, including winning the 2019 Delaware Marathon.
Adam Jones – Territory Manager, Carolinas (NC & SC). Jones brings a wealth of knowledge in running specialty retail from his time at Trak Shak, Fleet Feet Winston-Salem and Run For Your Life. He also has sales experience in the outdoor industry, having worked with White Duck Outdoors. A former NCAA All-American in the 1500m at Samford University, Adam most recently won the 2024 Charlotte Marathon with a time of 2:23:50.
Nick Carlone – Territory Manager, Pacific Northwest (OR, WA, ID). Carlone joins Mizuno with years of experience in retail and field sales, having managed Fleet Feet Sacramento and worked as a Brooks Guru, Mizuno Running Brand Specialist and Karhu Sales Representative. His diverse background positions him well to strengthen Mizuno’s presence in the Pacific Northwest.
New Product: Icebug Järv Gaiter RB9X GTX.
Icebug recently launched its Fall 25 collection, including the new Järv Gaiter RB9X GTX. The sequel to this past spring's launch, the Järv Gaiter is a well-cushioned trail running shoe designed for runners who want to rack up miles even when the weather is challenging. Waterproof Gore-Tex Invisible Fit membrane and a built-in gaiter surround the ankle to keep out moisture, wind, snow and cold. Laminated TPU protectors protect against splashes and dirt and the upper is made of woven Jacquard polyester, which makes the shoe both durable and comfortable. High comfort values are ensured by the midsole's optimal combination of cushioning and stability, which is made with the bio-based material Susterra, and provides energy return. The outsole consists of a solid sole pattern in Icebug's RB9X rubber.
New Product: Ibex Nomad Joggers
Ibex recently introduced its comfortable joggers for Fall and Winter travel. The men’s and women’s Nomad Joggers ($170) are made of soft, high-performance wool and the material is moisture-wicking and odor-resistant.
