News from around the world of the brands selling into run specialty retail.
Brooks Running Signs Non-Running Ambassadors
Expanding its reach outside of the core running community, Brooks Running recently signed elite athletes across a number of team sports – including Premier League footballer Oscar Bobb, NFL wide receiver Cooper Kupp and WNBA forward Maddy Westbeld.
According to Brooks, the athletes “will partner with Brooks to celebrate the role running plays in athletic performance and inspire runners everywhere to pursue what makes them feel most alive.”
It continues: “While they compete on different stages, Kupp, Westbeld and Bobb share a common belief: running is foundational to their success. From consistent training sessions and recovery miles to explosive moments in competition, running is the spark that powers their performance and fuels their pursuit of excellence.”
Prior to three new ambassadors, Brooks did not have any general brand ambassadors who are non-runners as ambassadors. Before its shift to focus exclusively on performance running in 2001, Brooks had sponsored many athletes in team sports in its 112-year history, including at one point Dan Marino of the Miami Dolphins, Dominique Wilkins of the Atlanta Hawks and James Worthy of the Los Angeles Lakers.
Brooks’ ambassador team includes the retired Des Linden, who serves as Brooks’ chief running advisor; as well as elite distance runners like CJ Albertson, Erika Kemp, Susanna Sullivan, Jess McClain and Colin Bennie.
“As the leading performance running brand, Brooks believes running has the power to show us what we’re capable of and unlock potential that extends far beyond the run itself,”” explains Melanie Allen, SVP, chief marketing officer. “Cooper, Maddy and Oscar each bring an authentic connection to running through their sport and inspire us all to celebrate running as part of what makes us human.”
The athletes will appear in Brooks global storytelling and content initiatives, engage with runners, and bring their personal style to Brooks’ offerings in the coming year.
Skechers Names McRae Chief Marketing Officer
Tara McRae, former president for Puma North America, has moved over to rival Skechers as chief marketing officer. McRae had rejoined Puma in 2024 to lead the brand’s marketing and brand strategy in North America and had been president of Puma North America since April 2025. She had also worked at Puma North America between 2006 and 2016, where she held different positions in the media planning and sports marketing departments before taking on marketing responsibilities for the region
Prior to rejoining Puma, she worked at Clarks as the global chief marketing officer and digital officer. She also became the first chief marketing officer at TB12, Tom Brady’s global health and wellness brand.
Tifosi Goes Pink for October
After raising more than $20,000 for breast cancer research since 2022, Tifosi Optics is celebrating with new limited-edition pink colorways across some of the brand’s most popular sport and lifestyle frames. Its 2026 Breast Cancer Awareness Collection arrives ahead of Breast Cancer Awareness Month in October and includes new-for-2026 Sanctum SL, Stella and Swank S, alongside Swank and Swick, in limited-edition colorways such as Rose Fade, Crystal Pink Fade and Lavender Blush.
As in years past, 100 percent of net profits from the collection will benefit the Lynn Sage Breast Cancer Foundation, helping fund medical fellowships, research grants and other efforts to advance breast cancer research.
Designed for everything from fundraising walks and community events to everyday wear, the collection ranges from $34.95 to $59.95.
Nike Unveils Alphafly 4
The recently unveiled Nike Alphafly 4 is billed as “the lightest, most responsive Alphafly yet, built from the ground up to help more runners experience marathon speed.” According to the brand, Alphafly 4 is made for marathoners, from the elites chasing podiums to everyday runners chasing personal bests.
The shoe delivers 10 percent more energy return than its predecessor, is five percent lighter and features a new Atomknit upper, ZoomX LT foam, updated Air Zoom units, a carbon-fiber Flyplate and Fast Shot outsole.
Alphafly 4 is available for an early, limited release September 17 at nike.com, followed by broader availability October 1 at nike.com and select retail locations.
- The new Atomknit upper offers a more precise fit with less distraction, helping runners feel comfortable, secure and focused over distance. A soft, breathable and fully seamless construction features zoned midfoot cables, an integrated heel unit and molded sock liner for added security in every stride.
- New ZoomX LT foam is up to 17 percent lighter than standard ZoomX foam, offers eight percent more energy return and delivers a softer sensation, supreme cushioning and added bounce. The new foam combines with ZoomX and is layered above and below the Flyplate to create a complete cushioning system designed specifically for the demands of long-distance racing.
- A carbon-fiber Flyplate brings together stability and propulsion while retaining Alphafly’s signature propulsive scoop, working with the surrounding cushioning to create a smooth rolling sensation that supports forward momentum and a consistent cadence.
- Dual forefoot Air Zoom units are tuned to quietly work together with the foam and Flyplate to deliver responsive race-day propulsion.
- A lightweight Fast Shot outsole ensures optimal traction and grip, helping runners stay connected to the road with every stride.
New Product: Teva Hurricane Trailsetter
Designed for runners and hikers seeking a versatile, all-purpose trail shoe, Teva’s new Hurricane Trailsetter family combines its Hyper-Comf cushioning platform with Spider Rubber Endure traction for confidence across changing terrain. New Gore-Tex models add waterproof protection and trusted durability, while the Mid GTX delivers additional ankle support for longer days and more challenging conditions. Together, the collection provides adaptable solutions for everything from daily trail miles to wet-weather adventures.
MSRP: Hurricane Trailsetter GTX (in photo), $160; Hurricane Trailsetter Mid GTX, $175
This comes from a press release from Academy Sports, one of the few remaining full-line sporting goods retailers left in America:
Academy Sports + Outdoors is stepping into a new lane this fall with the addition of Hoka to its running footwear assortment. Beginning in early October, Academy will bring Hoka performance running shoes to 15 stores across Arkansas, Georgia, Louisiana and Texas, as well as Academy.com. The assortment will feature men’s, women’s and kids’ styles, including the Arahi 9, Challenger 8, Clifton 11, Rincon 5 and Torrent 5.
The launch expands Academy’s selection of premium performance footwear, adding Hoka alongside top brands including Brooks, Nike, adidas, ASICS, New Balance, Puma, OOFOS, and giving runners even more options across training, trail and everyday miles.
Hoka To Open First Long Island Store
Hoka is opening its first store in Long Island (New York) with an outlet location at Tanger Outlets Riverhead. The 2300-square-foot store is slated to open in October near the Coach store in Tanger 2, according to a statement from the outlet center.
“Bringing Hoka’s first Long Island store to Tanger Riverhead reflects our continued focus on expanding our retail mix with brands our guests are looking for,” Lesley Anthony, marketing director at Tanger Riverhead, said in the statement. “Hoka strengthens our performance and lifestyle offerings while giving shoppers another reason to visit Tanger Riverhead.”
As of March 31, 2026, Hoka had 62 full-price and outlet locations globally. In May of this year, parent company Deckers’ said Hoka is expected to open about 20 to 25 stores annually, with major store expansion set for China.
Worn Founder Bryan Marville Passes Away
Worn Brand, the performance Merino wool apparel brand, announced earlier this month the passing of its founder, Bryan Marville from glioblastoma at 43-years old. Paige Kendig, Bryan’s life partner, will take over leadership of the company.
Marville founded Worn in 2019 from his passion for the outdoors. An avid surfer, bow hunter, snowboarder and outdoor enthusiast, he first created the patented Arrowool fabric to create socks that could stand up to all weather conditions while maintaining shape and wear. As the socks grew in popularity, the products expanded to briefs, tee-shirts, midlayers and outerwear.
“Saying goodbye to Bryan was the hardest thing I’ve ever done and I will miss him immeasurably, not only for who he was but also who he inspired and what he created with Worn,” says Kendig. “I’m honored to lead the Worn team forward and continue to share his love of the outdoors with the world.” 
FP Movement and On Drop Second Collaboration
By blending On’s performance expertise with FP Movement’s signature aesthetic, this drop reimagines two iconic silhouettes that On fans already love.
FP Movement x On Collection Details:
- The On Cloudmonster 3 ($200) combines plush cushioning and responsiveness with a modern, expressive design. Engineered for everyday runs, the shoe features a breathable knit upper, an optimized rocker profile for explosive takeoffs and a triple-layer CloudTec system for maximum responsiveness. Available in two floral colorways, Ivory and Dusty Rose, each style incorporates the collection’s Alpine Floral motif, bringing a distinctive expression to On’s iconic everyday running shoe.
- The On Cloud X Tempo ($190) is a new hybrid shoe that combines the smooth ride of a running shoe with the stability of a training shoe. The style transitions between strength and cardio workouts. The collection’s Alpine Floral print is subtly incorporated inside the shoe, offering an unexpected nod to the story that inspired the collection.
Norda and Black Diamond Enter Partnership
Black Diamond’s most expansive collaboration in its four-decade existence, the collection brings together Norda’s innovation in footwear material science and Black Diamond’s heritage in mountain equipment.
The offerings encompass a fully integrated kit for efficient alpine movement, many pieces of which were developed with insight from Black Diamond and Norda mountain runner Joe Grant. A new Norda 000 shoe model, designed for high mountain running, is accompanied by a selection of Black Diamond pieces: the Distance 15 Pack, Distance Carbon Z FKT poles, Mini Mission Duffle 30L, Miniwire Carabiner, T-Shirt, and Cap. The collection’s color palette — subtle obsidian and moonstone shades, contrasted by soft pink kunzite — draws from minerals found in mountain environments.
The inaugural Norda x Black Diamond collection debuted at Sanglard Sports in Chamonix, France in late August
New Product: Paradis Sports Bras
After a year in development, Paradis recently launched 2 sports bras lines:
- The Marie Paradis collection offers its Merino blend bikini, boyshort and racerback sports bra.
- The TurboDry sports bra in racerback and ballet-back styles features bottom band that anchors and supports without restricting breathing,
TurboDry performance fabric is engineered to move perspiration away from the skin so that it evaporates faster, relying on fiber structure, not chemical sprays.
New Product: The North Face Altamesa 500 V2
The North Face recently launched a Gore-Tex version of its Altamesa 500 V2. The Altamesa 500 V2 Gore-Tex is engineered for runners and outdoor enthusiasts looking for superior traction, waterproof protection and comfort through rain, mud and dropping temperatures.
Available in both men’s and women’s styles, the Altamesa 500 V2 Gore-Tex features Gore-Tex Invisible Fit technology to provide durable waterproof protection without sacrificing the flexibility and lightweight feel. Unlike traditional waterproof constructions, Gore-Tex’s Invisible Fit is bonded to the shoe’s upper, creating a streamlined fit and feel while preventing water from entering. It also lets the shoe maintain its breathability, making it a great option when you’re working up a sweat on the trail, but conditions are cold and wet.
In addition, the shoe features a water-repellent ripstop upper, lace Shroud, Surface Ctrl outsole with 4mm lugs for dependable traction across wet and uneven terrain, and a Dreambound nitrogen-TPU foam midsole for optimal cushioning and energy return for comfortable miles.
Scarpa Launches Alien Trail Shoe Versions
Scarpa, the maker of high-performance mountain footwear, recently launched the Alien Sky and Alien Ultra trail running shoes, two limited-edition designs offering a new technical platform focused on high-performance alpine running.
Designed with input from Scarpa’s trail-running athletes, the limited edition Alien shoes preview a broader release as part of the Spring/Summer 2027 product collection.
- Alien Sky: Built for short, fast, and technical races, where lightness and immediate response make every second count. Progressive outsole system ensures direct ground contact while absorbing impact progressively, keeping you stable and agile through every pace chang, while an integrated gaiter upper wraps and protects the foot while maintaining a direct connection to the ground. A Pebax + Carbon Plate midsole continuously absorbs and releases energy.
Inferno is a new brand created by a Royce Too, a company that has more than 75 years history working with Americas top brands and whose parent company, Okamoto, is the largest manufacturer of socks in Asia.
Inferno socks are engineered for all-day comfort using Repreve recycled fibers that help keep feet dry, plus a seamless toe design to help prevent rubbing along with a heel lock feature to reduce bunching. They are available in no-show with tab, quarter, or mid-crew heights, with both lightweight and cushioned options available in a variety of colors.
New Balance Unveils Sydney McLaughlin-Levrone’s Signature Collection
Each piece draws inspiration from her personal style and performance needs, blending sleek silhouettes with advanced New Balance technologies to support movement, comfort, and confidence.
Elevated fabrications including soft-yet-structured French terry, supportive stretch knits and versatile lifestyle silhouettes. Footwear models feature responsive FuelCell cushioning and lightweight spike plate engineering designed for speed and efficiency.
The apparel collection includes Define Fitted Tank, Define High Rise Legging, Athletics Crafted Pant, and Athletics Crafted Crew.
The footwear collection includes FuelCell Rebel v5, 9060 and SuperComp MD-X v3 x Sydney McLaughlin-Levrone.
Saucony Expands Endorphin Franchise With Endorphin Speed 6
Saucony recently introduced the Endorphin Speed 6, the latest evolution of its Endorphin franchise. Built for fast training days, up-tempo efforts and racing, the Endorphin Speed 6 features a new PWRRUN PBX midsole, a beaded Peba based superfoam, a redesigned nylon plate and enhanced SpeedRoll technology for a smoother, more efficient ride. The Endorphin Speed 6 will be available beginning October 15, 2026.
“As we’ve refreshed every model within the Endorphin franchise this year, our goal has remained the same: help runners unlock their potential by making running fast feel easier and more enjoyable,” explains Brian Moore, chief product officer at Saucony. “The Endorphin Speed 6 delivers that through a lighter, even more cushioned platform and a smooth, propulsive ride that shines on fast days.”
Endorphin Speed 6 Features:
- New Advanced Cushioning (PWRUN PBX): Responsive beaded Peba based midsole for greater efficiency, with more cushion and less weight.
- Higher Stack: 2mm more PWRUN PBX under underfoot provides more bounce and more response to promote speed and efficiency.
- Newly Designed Nylon Plate: SpeedRoll and a faster, smoother ride with a new plate design provides increased propulsion with faster and smoother transitions
- MSRP: $175
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