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.”

The future of American distance running may have just announced itself.

Luke Surface, an 8th-grade student-athlete from North Raleigh Christian Academy in Raleigh, North Carolina, delivered a performance that stunned the track and field community after taking on some of the nation’s best high school runners at Nike Outdoor Nationals.

Competing at the legendary Hayward Field in Eugene, Oregon — one of the most iconic venues in American distance running — Surface lined up in the boys championship 5,000 meters against a field dominated by high school seniors, including several athletes preparing to compete at the NCAA Division I level.

Despite being one of the youngest runners in the race, the 14-year-old held his own against the elite competition, finishing eighth in an incredible 14:25.88. The performance set a new national middle school record, averaging approximately 4:39 per mile for more than three miles.

That kind of time is fast enough to win many high school state championships across the United States and meets qualifying standards for several major NCAA Division I conference competitions — a remarkable achievement for a runner who has not yet entered high school.

But Surface’s historic 5,000m performance was only the latest chapter in a season filled with record-breaking moments.

Earlier in May, he clocked 8:52.03 for 3,200 meters at the NCISAA Division I State Championships in North Carolina, breaking another national middle school record. His converted two-mile time of 8:55.12 surpassed the previous world-best mark for a 14-year-old age group, previously held by Vincent Recupero.

During the previous cross-country season, Surface also made headlines when he ran 15:12 at the adidas XC Challenge, finishing second while competing against runners who were several years older.

Across cross country, two miles, and the 5,000 meters, Surface has continued to prove that his talent is far beyond his age group. While he still has four years of high school competition ahead before reaching the college level, his performances have already placed him among the most exciting young distance runners to watch.

The American high school 5,000-meter record currently stands at 13:32, set by Lex Young in 2023 — a mark Surface is not yet close to challenging. However, his remarkable progression at such a young age has caught the attention of the running world, with many eager to follow how far his extraordinary journey can go.

For now, Luke Surface remains an eighth grader rewriting the record books — and his story is only beginning.

DOHA, Qatar – Ethiopian distance running is once again making a powerful statement on the global stage. Following the Doha Diamond League meeting, Ethiopia has achieved a remarkable clean sweep of the women's 3000m/5000m standings, occupying all eight leading positions in one of the most competitive disciplines in world athletics.

Leading the charge is Likina Amebaw, who sits comfortably at the top of the rankings with 22 points. Close behind is fellow Ethiopian star Freweyni Hailu on 14 points, while Medina Eisa occupies third place with 12 points. The dominance continues through the rest of the leaderboard, with Senayet Getachew, Hawi Abera, Aleshign Baweke, Marta Alemayo, and Bernesh Dessie completing an extraordinary Ethiopian monopoly of the standings.

The achievement highlights Ethiopia's exceptional depth in women's distance running, where a new generation of athletes continues to emerge and challenge for global honours. Rather than relying on a single standout performer, Ethiopia has assembled a formidable squad capable of controlling races and collecting points across multiple Diamond League meetings.

While the current standings paint a picture of complete Ethiopian supremacy, the battle for the Diamond League title is far from over. Several meetings remain on the road to the season finale, leaving plenty of opportunities for rivals to close the gap and for positions within the Ethiopian contingent to shift dramatically.

For now, however, the spotlight belongs firmly to Ethiopia. The East African powerhouse has transformed the women's 3000m/5000m standings into an all-Ethiopian affair, sending a clear message to the rest of the world that the race for Diamond League glory will likely run through Addis Ababa.

The question now is whether Likina Amebaw can maintain her advantage and finish the season as the overall leader, whether Freweyni Hailu or Medina Eisa can mount a successful challenge, or whether another athlete will produce a late-season surge to rewrite the script.

One thing is certain: the road to the Diamond League Final promises a fascinating battle among some of the finest distance runners on the planet.

Kenyan athletics superstar and world champion Beatrice Chebet has officially entered a beautiful new chapter in her life after welcoming a baby boy.

The 26-year-old track sensation, born on 5 March 2000, has built a remarkable legacy as one of the greatest distance runners of her generation. Chebet is a world record holder in the 5000m, 10,000m and road 5km, with a career decorated by historic victories on the biggest stages.

She made history at the 2024 Summer Olympics by winning gold medals in both the 5000m and 10,000m, before achieving the same remarkable double at the 2025 World Athletics Championships. Her medal collection also includes a 5000m silver medal at the 2022 World Athletics Championships and bronze at the 2023 World Athletics Championships.

Beyond the track, Chebet has also dominated cross country, becoming a three-time world champion after winning the junior title in 2019 and senior titles in 2023 and 2024. She has also claimed major 5000m victories at the 2018 World U20 Championships, 2022 Commonwealth Games and the 2022 African Championships in Athletics.

Now, the Kenyan star is celebrating a different kind of milestone — becoming a mother.

Sharing the joyful news, Chebet introduced her newborn son with a heartfelt message filled with love and excitement:

“Tiny hands, tiny feet, and a love so big! A beautiful new chapter begins. Welcome to our world our sweet little baby boy!”

The arrival of her son marks a special moment away from competition, as the world champion embraces motherhood while carrying the pride of a nation that has watched her achieve greatness.

Messages of congratulations have poured in from fans and the athletics community, celebrating the new chapter for one of Kenya’s most successful athletes.

As Beatrice Chebet adds motherhood to her list of remarkable achievements, the champion now begins a new journey filled with love, joy, and unforgettable moments with her baby boy. 

Jake Wightman delivered a masterclass in championship racing as he surged to the men's 800m title at the UK Athletics Championships, holding off a determined challenge from Ben Pattison in a thrilling finish.

In a race defined by patience, positioning, and precise execution, Wightman waited for the perfect moment to strike before unleashing his finishing kick down the home straight. The former world champion crossed the line in 1:45.40, just doing enough to edge Pattison and secure the national crown.

The contest lived up to expectations, bringing together two of Britain's finest middle-distance talents in a tactical battle where every move carried significance. With the pace controlled through the early stages, the field remained tightly packed, setting the stage for a dramatic final lap.

As the bell rang, the intensity immediately rose. Pattison looked poised to seize control and pushed hard in the closing metres, but Wightman's experience and race awareness proved decisive. Drawing on years of competing at the highest level, he maintained his composure under pressure and found the extra gear required to stay ahead when it mattered most.

The victory marks another significant chapter in Wightman's decorated career and serves as a timely statement of intent as the international season gathers momentum. More importantly, it showcased the qualities that have made him one of Britain's most respected middle-distance athletes — tactical intelligence, resilience, and an ability to deliver in the biggest moments.

For Pattison, the narrow defeat will provide encouragement rather than disappointment. His performance confirmed his growing status among Britain's elite 800m runners and highlighted the depth of talent currently thriving in the event.

But on this occasion, the spotlight belonged to Wightman. In a race where the margins were razor-thin, he executed his plan to perfection and walked away with the UK Athletics Championship title.

Remember the name Gout Gout.

At just 18 years old, the Australian sprint prodigy is already commanding global attention and fueling conversations about the future of track and field. In a sport constantly searching for its next superstar, Gout is rapidly emerging as one of the brightest talents the world has seen in years.

His latest statement came at the prestigious Ostrava Golden Spike meeting, where he stepped onto the track alongside some of sprinting's biggest names, including reigning world champion Noah Lyles. Far from being overwhelmed by the occasion, the teenager delivered a composed and confident performance, finishing third in the 150m in 14.96 seconds against two of the fastest athletes on the planet.

Yet impressive as that performance was, it is not the result that has the athletics community buzzing most.

Earlier this year, Gout stunned the sprinting world by clocking an astonishing 19.67 seconds for 200m, setting a new world Under-20 record. The performance instantly elevated him from promising prospect to genuine phenomenon.

What makes the achievement even more remarkable is the historical context. At the same age, Gout was faster than sprint legend Usain Bolt. Comparisons to the Jamaican icon are inevitable, not because records demand them, but because the raw numbers are impossible to ignore.

Of course, Gout's journey is only beginning. Like any young athlete, he still has room to grow, refine his craft, and gain valuable experience at the highest level. The road from teenage sensation to global champion is rarely straightforward.

But there is no denying the extraordinary potential that lies within him.

His speed, composure, and ability to perform under pressure have already marked him out as one of athletics' most exciting young stars. More importantly, he possesses the kind of talent that inspires belief that a new era of sprinting may be on the horizon.

The sport has always thrived on rivalries that capture the imagination of fans across the globe. With established champions such as Noah Lyles currently leading the way, the emergence of Gout Gout adds an intriguing new chapter to sprinting's future.

The next great rivalry may already be taking shape.

And one of its leading figures is still only a teenager.

For now, the message is simple: remember the name Gout Gout. The future is arriving faster than anyone expected.