Running News Daily

This new tech startup aims to provide an expert fit, all from your phone

A shoe can make or break your run, no matter your fitness level. Ill-fitting shoes can cause blisters so bad you can’t run anymore, while some shoes just don’t serve your specific gait, compromising your performance. 

That was the case when pro marathoner Nell Rojas made headlines for breaking her coveted contract with Adidas. She cited issues with Adidas’ Adizero Adios Pro 2 for the split in 2022. 

“I know that shoe is an amazing shoe, and I know world records have been set in it and marathon winners run in it, but for whatever reason it didn’t work for me and my stride,” she told Women’s Running. “I raced in it and didn’t have good results. I was having a hard time recovering and dug myself into a huge hole, and I think a lot of it was because of the shoe change earlier this year.”

What if runners could save themselves from training in shoes that are ultimately bad for them? What if a software, powered by artificial intelligence (AI), could recommend the perfect shoe for you?

While pros are bound to a single brand, the rest of us are burdened with choice. Do you choose whatever your speediest friend is wearing? What looks the best? Do you choose one that has excellent online reviews? Or do you visit a running shoe store and rely on a random salesperson’s expertise? 

Maybe you’ve done all of the above and still felt disappointed with the performance of your footwear. For many runners, finding the right shoe is tricky and frustrating. It’s also paramount to success in the sport. 

“It’s the only equipment for running that needs to be perfect,” says Tim McConnell, who owns West Seattle Runner alongside his wife, Lori. Together, they’ve been fitting runners in shoes for more than a decade. Lori is also a certified running coach and licensed mental health counselor. They agree that wrong shoes can not only make running uncomfortable, but they can also cause serious injuries up the chain. 

So why is the perfect shoe so elusive? For one, just getting sizing correct is a complicated mess. To start, our feet change over time. As we age, feet flatten as ligaments and connective tissue loosen, causing feet to change size. Hormones during pregnancy do the same.

“Even as you get into that run, your foot swells,” says Mark Bouma, a Seattle-based physical therapist. This means your feet will be smaller in the store when you’re trying on shoes than they will be out on the pavement. 

Sizes are also not precise and vary from brand-to-brand. In women’s running shoes, for example, it is estimated that 40 percent are not true to label size according to data recorded from Volumental–a company that makes 3D foot scanners for shoe stores. 

Many running stores are equipped with 3D foot scanners that measure heel-to-toe-length, ball width, ball girth, heel width, arch height, and instep height. The scanners help store employees recommend shoe size, can generate custom insoles based on the readings, and use AI to recommend shoe models. 

While this is a quick, simple, and free service that stores provide to the community, it’s an extra step that some consumers aren’t interested in or otherwise don’t have access to if they don’t live near a retailer. Instead, consumers purchase shoes online, hope they fit, and return if they don’t. It’s a cycle that causes friction for all parties–retailers, manufacturers, and consumers. 

No one is surprised to hear that the trend of online running shoe shopping is not likely to go away. As Forbes reports, eCommerce continues to grow steadily and is expected to balloon to 24 percent of all retail sales by 2026. 

What if there were a way to buy shoes online better? According to research from Salesforce, product recommendations powered by artificial intelligence can potentially affect $194 billion in online sales. 

Artem Semjanow, founder and CEO of the running shoe app Neatsy.ai, agrees that artificial intelligence and augmented reality can ease pain points for shoppers. His app allows users to scan their foot from their phone to receive the kind of recommendations they’d get in a running store as well as physical therapy recommendations related to any pain they are having. 

As someone who suffered from debilitating foot pain, Semjanow wanted to create a tool that would help people, not just runners, get access to affordable foot care and personalized shoe recommendations. Prior to founding his tech company, Semjanow was at Prisma Labs developing AI photo-editing software.

“I decided that I got tired of improving people’s selfies,” he says. “It’s a cool job, don’t get me wrong. And people pay for self-improvement. But I wanted to make something more meaningful for the world.” 

Through his own experience and what he knew from doctors in his own family is that when you go in with a problem, doctors will always try to take a more conservative approach to addressing your problem before suggesting an invasive treatment. What if he could develop an app that went through those conservative approaches to save users time and money? 

What that looks like on Neatsy.ai is giving guidance about basic foot ailments, suggesting physical therapy treatments, and recommending the shoes that you can purchase from the app. 

The system uses augmented reality to create a 3D scan of the foot and artificial intelligence to make the recommendations and answer questions users have, similar to ChatGPT. Arguably more reliable than ChatGPT, Neatsy.ai has been trained using real medical cases in partnership with Harvard Foot and Ankle Research and Innovation Laboratory. 

“They helped us collect the anonymous set of data of different cases for people—pretty much all the 3D foot shapes, and what real doctors have thought that the problem might be and what treatment and shoes doctor recommends in that particular case,” says Semjanow. 

The team will soon publish research on the process of training AI using a mix of in-app scans and obtained medical cases. 

When a store associate is conducting a shoe fitting, they are taking a lot of qualitative data into consideration: your running goals, your history with injury. They are watching you run in the shoe to see how your gait is affected. 

“We even listen to the sounds of the runner,” says Lori McConnell. If the footfall is particularly loud or slapping, that might lead them to recommend a different shoe.

Shoe fit is an intricate puzzle when you consider the dynamic nature of the foot, says Craig Fox, D.P.M., an Illinois-based podiatrist. Then you add in the extra layer of performance goals or other tangible variables. “We know the size of your foot changes dynamically as you walk or run. What if you change socks? That may have an effect on shoe size. Even with 13 points of measurement, the challenge persists.”

It’s unlikely that any scan will understand how your foot moves under load, unless it is taken in motion, says Bouma. “If it’s just scanning your foot, you really don’t know what the other joints around the foot are doing.” 

Another complication comes in the changing landscape of shoe design itself. Jon Teipen, principal footwear product line manager at Brooks, notes that shoes are more dynamic than they once were, which changes what we know about fit. 

“You’re looking at more engineered materials that are a lot more intelligent, so they just have a little bit more give to them,” he says. In older designs, shoes would have a repeating mesh pattern with polyurethane (PU) overlays that made the upper more static and less accommodating to different feet. “[Now,] as you put your foot in there, the materials can expand out a little bit more than they used to be able to with all the extra overlays on it.”

He believes that extra level accommodation gives AI an advantage in spitting out a closer-fitting recommendation, as long as the internal measurements are right. 

“On the other side, too, is that the materials have some flexibility and stretch to them. There’s some variants of the actual shoe structure itself that the program’s probably not going to be able to decipher either,” says Teipen. Dr. Fox notes that the same issues persist with foot scanners in store that are designed to narrow in on foot size and not much more. “Just because the shoe ‘fits’ on your foot, does not mean it is the best footbed for your foot type.” 

Even running store owners agree in regard to the tech they use everyday. 

“The scan gives us credibility,” says Tim McConnell who is used to customers not believing him when he suggests they’re wearing the wrong sized running shoe. But many of his recommendations are based on his experience and not necessarily because of the technology. “A footscan might get you halfway there,” he says. 

A lot of that push back has to do with lack of education–adults not understanding that their feet can get bigger–and what industry experts call ‘vanity sizing’ –consumers holding on to a standard of femininity or masculinity attached to confining within a certain shoe size. 

Teipen also sees how a technology like AI can help runners get beyond vanity sizing issues. “Tools like this that are a little bit more objective, might be good for people to get over any mental barriers they have,” he says. 

Semjanow also recognizes the limitations of Neatsy’s use of AI in such a broad category. With so many new shoe models released each year, the app is unable at the moment to recommend the newest, perhaps most advanced shoe models, as it relies on user reviews to generate recommendations. 

“For example, HOKA introduced a new running model for summer 2024, and we just don’t have any data for that,” says Semjanow. Which means app users are more likely to be given recommendations for older models, rather than new ones. “We want to establish more partnerships with shoe brands to actually get the data for different kinds of shoes before they are launched.” 

It’s important to note that the company does receive a commission from shoes sold on the platform. But according to Semjanow, the commission is the same across the board, so there is no incentive for them to push one brand over another. 

AI may not be the perfect shoe conversion tool right now. But there are other ways AI will revolutionize the running shoe industry. 

“The future of footwear lies in reimagining the selection process, focusing not on the shoe as a whole but as a sum of its parts,” says Dr. Fox. “Analogous to selecting eyeglasses, where frames are chosen and lenses are made to specifications, the concept of prioritizing the insole before the shoe itself could revolutionize the shoe buying experience.”  

Brooks is in the early stages of utilizing AI in a generative design process. 

“It’s starting to open up where we can move faster,” says Taipen. When working on a blueprint of a shoe, for example, shifting from a 2D to 3D model, these technologies allow them to modify characteristics faster than the modifying hand drawn designs. “The hope is, as we move into the future, to be able to do actual digital testing.”

With the forthcoming Hyperion Elite 4, for example, Brooks has partnered with Arris, a manufacturing tech company focused on performance products, for the shoe’s carbon plating. 

“What they’re able to do is lay down each fiber individually, so they can add a little bit more stiffness in some spots, a little bit more flexibility in some spots. And then they can run it through their computer and test it and see what the performance and functionality would be. So they can do a lot of iterative testing before actually even building a part.” 

Teipen is encouraged that generative design in AI will only get better.Likewise, Dr. Fox is hopeful about AI and AR in shoe manufacturing and retail. 

“After three decades in podiatry, I’ve witnessed countless patients lugging shopping bags filled with shoes that didn’t quite work. Their stories often echoed the frustration of finding a temporary solution, only to return to the online marketplace in search of the elusive perfect shoe–the unicorn of footwear.”

Some victories are measured by finish times. Others are defined by the obstacles overcome simply to reach the starting line.

For American Paralympic swimmer Ali Truwit, completing the New York City Marathon represented far more than covering 26.2 miles. It was the culmination of an extraordinary journey of survival, resilience, and unwavering determination that began with a life-altering shark attack just two years earlier.

On a crisp November morning in 2025, Truwit crossed the iconic finish line wearing a carbon-fibre running blade, fulfilling a promise she had made while recovering in a hospital bed after losing her lower left leg. The emotional milestone marked another remarkable chapter in one of the most inspiring comeback stories in modern sport.

The road to that unforgettable finish began only days after Truwit celebrated a major personal achievement. In May 2023, she completed her first marathon in Copenhagen alongside her mother. Just ten days later, while enjoying a graduation trip to Turks and Caicos with former Yale swimming teammate Sophie Pilkinton, tragedy struck.

While the pair were snorkelling, a shark attacked Truwit, severely injuring her left leg. Displaying remarkable courage, the two swam approximately 55 metres back to their boat, where Pilkinton—then a medical student—quickly applied a tourniquet that stopped the bleeding and ultimately saved Truwit's life.

Doctors were forced to amputate her lower left leg on her 23rd birthday.

Even in the darkest moments of recovery, Truwit's determination never disappeared. Reflecting on having recently completed her first marathon, she joked with one of the first responders that at least she had managed to run a marathon before the attack. The responder's simple but powerful reply would remain with her throughout rehabilitation: "You'll run another one."

Those words became a source of hope during the long and demanding road back.

Only weeks after surgery, Truwit began learning to walk on a prosthetic limb before gradually returning to the swimming pool. The process was anything but straightforward. The water that had once been her sanctuary became a source of painful memories, yet she refused to allow fear to define her future.

Her relentless work ethic soon produced extraordinary results.

Less than 16 months after the attack, Truwit represented the United States at the Paris 2024 Paralympic Games, producing a sensational performance to claim both silver and bronze medals. Standing on the Paralympic podium was a powerful reminder of how far she had come in such a short period, and she dedicated those achievements to everyone who had helped save her life.

Still, another dream remained unfinished.

The New York City Marathon carried deep personal significance. It was not merely another endurance event but a symbolic return to the city where her life had changed forever. On November 2, 2025, she lined up in Staten Island accompanied by 13 family members and close friends, all proudly representing her nonprofit foundation, Stronger Than You Think. Among them was Pilkinton, the friend whose quick thinking had preserved her life on that unforgettable day in the Caribbean.

Together, they covered every mile of the marathon before celebrating an emotional finish that Truwit later described as being "over the moon."

Completing a marathon on a carbon-fibre running blade presents challenges far beyond those faced by able-bodied runners. The prosthetic demands greater strength from the hips, core, and remaining leg while requiring exceptional balance, coordination, and endurance. Truwit's preparation combined months of disciplined training, patience, and mental resilience as she effectively taught herself how to run again.

Her story extends well beyond medals and marathon finishes.

Inspired by her own recovery, Truwit founded Stronger Than You Think, a nonprofit organisation dedicated to helping individuals overcome physical and financial barriers following limb loss. Recognising that sports prosthetics can cost tens of thousands of dollars and are often not covered by insurance, the foundation provides financial assistance for prosthetic devices, supports water-safety education, and promotes opportunities within Paralympic sport.

The organisation has already helped provide more than 11 prosthetic limbs, delivered nearly $200,000 in direct support, and funded over 4,000 hours of water-safety lessons benefiting more than 700 young people.

Throughout her journey, Truwit has remained refreshingly honest about the emotional challenges that continue to accompany recovery. She has openly acknowledged that healing is an ongoing process and that grief can still come in waves. Rather than portraying an effortless comeback, she has demonstrated that resilience is built through persistence, even on the hardest days.

Her remarkable transformation resonates far beyond elite sport. While few people will ever experience the trauma she endured, countless runners and athletes understand the frustration of injury, disappointment, or rebuilding after adversity. Truwit's journey serves as a powerful reminder that recovery is rarely linear and that courage is often measured by the willingness to keep moving forward despite uncertainty.

Now looking ahead to the Los Angeles 2028 Paralympic Games, Truwit continues to redefine what is possible. She is no longer known simply as the swimmer who survived a shark attack. She has become a Paralympic medallist, marathon finisher, advocate, and symbol of resilience whose story continues to inspire athletes around the world.

Her journey proves that while life can change in an instant, so too can the strength of the human spirit. Sometimes the greatest triumph is not returning to the person you once were, but discovering someone even stronger than you ever imagined possible.

Sprint and hurdles superstar Sydney McLaughlin-Levrone has entered an exciting new chapter in her remarkable life, welcoming her first child with husband Andre Levrone. The four-time Olympic champion and women's 400m hurdles world record holder announced the birth of their daughter, Savannah Michelle Levrone, who was born on Sunday, July 12, 2026.

The couple shared the joyful news with an emotional message celebrating the arrival of their daughter and expressing gratitude to everyone who supported them throughout the pregnancy. Sydney described Savannah as "our blessing and our joy," while expressing excitement and faith for the future that lies ahead for their growing family.

The announcement marks a deeply personal milestone for one of the most accomplished athletes of her generation. Renowned for redefining the women's 400m hurdles through a succession of record-breaking performances, McLaughlin-Levrone now embraces a new role beyond the track as a mother.

The timing of the announcement adds another layer of significance. Just days earlier, Sydney reflected on the 10th anniversary of qualifying for her first Olympic Games at only 16 years old—a breakthrough that launched one of the most decorated careers in modern athletics. Ten years later, her journey has come full circle with another life-changing milestone, underscoring that her greatest moments continue to extend beyond sporting success.

The arrival of Savannah Michelle Levrone has been met with an outpouring of congratulations from athletes, fans, and the wider sporting community, who have celebrated the couple as they begin this new chapter together. As Sydney McLaughlin-Levrone steps into motherhood, the athletics world will undoubtedly continue to follow her inspiring journey—both on and off the track.

Ethiopia's Tsige Gebreselama produced one of the standout road running performances of the season on Sunday, storming to victory at the prestigious Boilermaker Road Race 15K in Utica, New York, with a sensational course record of 47:29.

From the opening kilometers, Gebreselama controlled the race with remarkable composure and precision, maintaining a relentless pace that ultimately erased the previous course record and secured one of the fastest performances ever recorded on the historic course. Her commanding display further reinforced her reputation as one of the world's leading road and distance runners.

The Ethiopian celebration continued as Melknat Wudu crossed the finish line in second place in 47:44, completing a dominant one-two finish for her country. Kenya's Priscah Cherono claimed third in 48:14 after a determined effort, rounding out a world-class podium in a race featuring some of the finest distance runners on the international circuit.

The battle behind the podium remained fiercely competitive. Kenya's Everlyn Kemboi finished fourth in 48:28, narrowly ahead of compatriot Selah Busienei, who clocked 48:31 for fifth. Ethiopia's Netsanet Desta and Alem Nigus Tsadik followed in sixth and seventh respectively, while Kenya's Mercy Cherono secured eighth place.

American athletes also delivered encouraging performances on home roads. Veteran Stephanie Bruce finished ninth in 50:40, with Jackie Gaughan completing the top ten in 51:02 to cap a strong showing for the host nation.

Boilermaker Road Race 15K – Women's Top 10 Results

1. Tsige Gebreselama (Ethiopia) – 47:29 (Course Record)

2. Melknat Wudu (Ethiopia) – 47:44

3. Priscah Cherono (Kenya) – 48:14

4. Everlyn Kemboi (Kenya) – 48:28

5. Selah Busienei (Kenya) – 48:31

6. Netsanet Desta (Ethiopia) – 48:46

7. Alem Nigus Tsadik (Ethiopia) – 48:48

8. Mercy Cherono (Kenya) – 50:23

9. Stephanie Bruce (United States) – 50:40

10. Jackie Gaughan (United States) – 51:02

The women's race combined exceptional depth with remarkable speed, as several athletes broke the 49-minute barrier in a contest that showcased the global strength of elite road running. Gebreselama's record-breaking run now stands as a new benchmark in the rich history of the Boilermaker 15K, adding another memorable chapter to one of the United States' most celebrated road races.

Kenya's Alex Matata delivered a sensational performance to claim the men's title at the prestigious Boilermaker Road Race 15K in Utica, New York, producing a dominant run that underlined his growing reputation as one of the world's finest road racers.

Matata surged to victory in an outstanding time of 42:24, mastering the demanding course with a display of strength, speed, and tactical brilliance. His commanding performance secured a memorable triumph in one of the United States' most celebrated road races, adding another significant international victory to his career.

Kenya's success was further highlighted by Kiprono Sitonik, who produced an equally impressive run to finish second in 42:53, completing a remarkable one-two finish for the East African nation. South Africa's Adam Lipschitz rounded out the podium after clocking 43:14 to claim third place following a determined effort.

The race featured a highly competitive international field, with American athletes Reid Buchanan and Hillary Bor finishing fourth and fifth respectively, while another Kenyan, Victor Shitsama, added to his country's strong showing by taking sixth place.

Matata's victory once again showcased Kenya's enduring strength in global road racing, as its athletes continued to dominate major international competitions through exceptional endurance, tactical awareness, and relentless finishing speed. His performance in Utica not only thrilled the spectators lining the streets but also reinforced the depth of Kenyan distance running on the world stage.

Men's Top 10 Results – Boilermaker Road Race 15K

1. Alex Matata (Kenya) – 42:24

2. Kiprono Sitonik (Kenya) – 42:53

3. Adam Lipschitz (South Africa) – 43:14

4. Reid Buchanan (United States) – 43:38

5. Hillary Bor (United States) – 43:40

6. Victor Shitsama (Kenya) – 44:02

7. Futsum Zienasellassie (United States) – 44:32

8. Charlie Sweeney (United States) – 44:37

9. Sam Lawler (United States) – 44:54

10. Tyler Berg (United States) – 45:08

With another major road racing title added to his résumé, Alex Matata continued his impressive 2026 campaign while reinforcing his status as one of the leading names on the international road racing circuit. The Boilermaker 15K once again delivered a high-quality contest, with athletes from across the globe producing memorable performances in one of the United States' most prestigious road races.

Eliud Kipchoge's remarkable World Tour continued on Brazilian soil as the Kenyan marathon icon completed the New Balance 42K Porto Alegre Marathon, crossing the finish line in 2:18:39 to place 12th overall during the second stop of his ambitious seven-continent global running tour.

Competing against a strong international field, the two-time Olympic marathon champion displayed the resilience and determination that have defined his legendary career. While the result was not among the victories that have made him one of the greatest marathon runners in history, Kipchoge once again demonstrated the unwavering commitment that continues to inspire athletes and fans across the globe.

Morocco's Zineddine Ouria claimed victory in a superb 2:08:49, with Kipchoge finishing 9 minutes and 50 seconds behind the race winner after navigating the demanding course in Porto Alegre.

Kipchoge began the race with controlled and confident pacing, reaching 5km in 15:34 before passing the halfway mark in 1:05:07. As the race entered its decisive stages, the pace gradually slowed, but the veteran marathoner pressed on with characteristic determination, completing the 42.195-kilometre challenge in 2:18:39.

For many, the story will be told through the finishing position. But for those who truly understand greatness, this journey is about far more than medals, records, or podium finishes. Kipchoge's World Tour is a celebration of the sport itself—an opportunity to connect with runners across every continent, inspire the next generation, and continue living by the philosophy that has become synonymous with his career: "No Human Is Limited."

The Brazilian appearance also carried added significance, coming shortly after Kipchoge was permanently honoured in Porto Alegre with his footprints unveiled at the entrance of Parque Harmonia—a lasting tribute to his extraordinary impact on distance running and his enduring legacy in the sport.

Once a champion. Forever an inspiration. Legends do not stop inspiring when the victories become fewer; they inspire because they never stop showing up. Through every stride, every finish line, and every challenge embraced, Kipchoge continues to prove that true greatness is measured not only by what an athlete wins, but by the lives they touch along the way.

With the second stop of his World Tour now complete, Kipchoge will turn his attention to the next chapter of his global adventure when he lines up at the Melbourne Marathon in Australia this October. Wherever he races, millions will once again follow the journey of a man whose legacy extends far beyond the stopwatch.