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 prospect of seeing one of athletics' biggest stars back on the track is growing stronger, with Jakob Ingebrigtsen reportedly targeting a return to competition later this summer following his recovery from Achilles tendon surgery.

According to comments made by his agent, Daniel Wessfeldt, in an interview with Norwegian media, the double Olympic champion could make his long-awaited comeback at one of three major European meetings in July. The leading options under consideration are the Monaco Diamond League on July 10, the Hungarian Athletics Grand Prix on July 14, and the London Diamond League on July 18.

For athletics fans, the possibility of Ingebrigtsen lining up in London would add another layer of excitement to an already highly anticipated Diamond League meeting. The Norwegian middle-distance sensation has become one of the sport's most dominant figures in recent years, collecting Olympic, world and European titles while consistently rewriting record books.

His 2026 campaign was put on hold after he underwent surgery on his Achilles tendon earlier this year, forcing him to focus on rehabilitation rather than competition. Since then, questions have surrounded when the 24-year-old would be ready to return to racing.

The latest update suggests that decision will largely depend on how his training progresses over the coming weeks. If recovery continues according to plan, July could mark the beginning of his return to elite competition ahead of the latter stages of the season.

A comeback at either Monaco, Budapest or London would immediately place Ingebrigtsen back among the sport's biggest storylines. Each meeting is renowned for producing world-class performances, and any appearance by the Norwegian would attract significant attention from fans eager to see how quickly he can regain top form after his injury setback.

While no final decision has been confirmed, the signs are increasingly positive. After months away from competition, Jakob Ingebrigtsen appears to be edging closer to a return, with London's Diamond League meeting emerging as one of the most intriguing possibilities on his road back to the track.

Should his recovery continue smoothly, athletics could soon welcome back one of its brightest and most influential stars.

What should have been the defining moment of Emad Bashir-Mohammed's young running career instead turned into one of the most talked-about controversies in American road racing this year.

The 23-year-old crossed the finish line first in the men's citizen's race at the prestigious Bolder Boulder 10K on Memorial Day in Colorado, stopping the clock at an impressive 29:50. His performance was not only a commanding victory but also one of the fastest winning times ever recorded in the event's long and celebrated history. Bashir-Mohammed finished eight seconds clear of his nearest challenger and appeared to have secured a breakthrough triumph.

For nearly two hours, he was the undisputed winner.

Then everything changed.

Race officials announced that Bashir-Mohammed had been disqualified after determining that he had started in the wrong wave. According to Bolder Boulder regulations, he had been assigned to the AA wave but lined up with the faster A wave, which began earlier. Event rules allow runners to move backward into a slower wave, but prohibit athletes from advancing into a faster one.

As a result, Bashir-Mohammed's victory was erased from the record books.

The citizen's title was subsequently awarded to Nickolas Scudder, who crossed the line second in 29:58. The promotion handed Scudder back-to-back citizen's race victories, while Bashir-Mohammed was left to grapple with the disappointment of losing a win he believed he had earned on the road.

The disqualification has since ignited widespread debate across the running community.

Bashir-Mohammed maintains that he did not intentionally violate the rules. He claims that after collecting his AA bib, he spoke with race personnel and was permitted to start with the A wave after presenting evidence of his recent performances. In a statement shared after the race, he expressed frustration over the decision, arguing that his goal was simply to compete against the strongest field available and produce the fastest time possible.

Race organizers, however, stood firmly behind their ruling. Officials stated that wave-assignment regulations are clearly communicated in pre-race information and reiterated during packet collection. They also noted that hundreds of participants are disqualified each year for moving into faster start groups, emphasizing that consistent enforcement is necessary to maintain fairness for all competitors.

The incident has divided opinion among runners and fans alike. Some believe the rules must be applied equally regardless of an athlete's finishing position, arguing that wave assignments are a fundamental part of race organization. Others feel the punishment is harsh, particularly if Bashir-Mohammed genuinely received approval to move up before the start.

What remains undisputed is the quality of his performance. On the roads of Boulder, Bashir-Mohammed demonstrated the fitness and speed required to outrun the field by a significant margin. Yet in road racing, crossing the finish line first is only part of the equation. Compliance with race regulations carries equal weight.

For Bashir-Mohammed, the day will be remembered as a painful lesson in the fine margins that can define elite competition. A remarkable run delivered a memorable victory, but a dispute over wave placement ultimately overshadowed the achievement, leaving behind a controversy that continues to fuel discussion throughout the running world.

A fast race, a costly administrative error, and a debate that may linger long after the finish-line tape has been packed away.

The men's 100 metres at the 2026 Rome Diamond League is shaping up to be one of the most anticipated sprint races of the season, with an exceptional field featuring some of the fastest men in the world.

Scheduled for Thursday, June 4, at the iconic Stadio Olimpico in Rome, the race will bring together reigning stars, established champions and emerging talents in a contest that promises fireworks from the moment the gun goes off.

Kenya's Ferdinand Omanyala headlines a world-class lineup that includes American sprint sensation Noah Lyles, Botswana's Olympic champion Letsile Tebogo, Jamaica's explosive Ackeem Blake, South Africa's ever-consistent Akani Simbine and Italy's hometown hero Lamont Marcell Jacobs. With personal bests ranging from 9.77 to 9.97 seconds, the field is packed with athletes capable of producing something special on the Diamond League stage.

Omanyala, the African record holder with a blistering personal best of 9.77 seconds, arrives in Rome eager to continue his strong early-season form and prove he can challenge the very best on the global circuit. The Kenyan star has built a reputation as one of the fastest starters in world sprinting and will be looking to make a statement against an elite field.

Standing in his way is world champion Noah Lyles, whose personal best of 9.79 seconds places him among the fastest athletes in history. The American remains one of the sport's biggest attractions and will be determined to add another Diamond League victory to his impressive résumé.

The race also marks a major test for Olympic champion Letsile Tebogo. The Botswanan star has rapidly become one of athletics' most exciting talents, while Ackeem Blake continues to establish himself as a serious contender on the international sprint scene.

Adding further intrigue is the presence of Italy's Lamont Marcell Jacobs. Competing on home soil, the Tokyo Olympic champion will enjoy passionate local support as he seeks to deliver a memorable performance in front of the Roman crowd.

South Africa's Akani Simbine, Cameroon's Emmanuel Eseme, Great Britain's Jeremiah Azu and rising American talent Jordan Anthony complete a field that boasts remarkable depth and quality.

Men's 100m Entry List – Rome Diamond League 2026

Ferdinand Omanyala (Kenya) – PB: 9.77

Noah Lyles (USA) – PB: 9.79

Lamont Marcell Jacobs (Italy) – PB: 9.80

Akani Simbine (South Africa) – PB: 9.82

Letsile Tebogo (Botswana) – PB: 9.86

Ackeem Blake (Jamaica) – PB: 9.88

Jordan Anthony (USA) – PB: 9.91

Emmanuel Eseme (Cameroon) – PB: 9.96

Jeremiah Azu (Great Britain) – PB: 9.97

With multiple national record holders, global champions and Olympic medal contenders sharing the same start line, the Rome Diamond League men's 100m could deliver one of the fastest races of the year. For sprint fans around the world, all eyes will be on Rome as a stellar cast battles for supremacy over athletics' blue-riband distance.

Audrey Werro announced her arrival as one of the early stars of the 2026 outdoor season with a commanding victory in the women’s 800 metres at the Rabat Diamond League, producing a performance that exceeded even her own expectations.

The Swiss middle-distance talent surged to victory in a brilliant 1:56.56, breaking the meeting record and delivering one of the fastest times recorded worldwide this season. In a race packed with quality, Werro displayed exceptional composure, confidence, and finishing strength to separate herself from the field and stamp her authority on the event.

What made the performance even more remarkable was the athlete's surprise at the level she had already reached so early in the campaign.

"I was not expecting such a strong start to the season," Werro admitted after the race.

The race unfolded at a relentless pace, but Werro remained perfectly positioned throughout. As the athletes approached the bell lap, she glanced at the clock and immediately sensed something special was within reach.

"When I saw the time at the bell, I felt really confident," she said. "I'm really happy with the Meeting Record and looking forward to the rest of the season."

Her confidence proved justified. Maintaining her rhythm over the final 400 metres, Werro powered down the home straight to secure the victory and rewrite the Rabat meeting record books in the process.

The performance sends an early warning to her rivals ahead of a season that promises major championships and high-profile Diamond League battles. Beyond the record-breaking time, Werro's display highlighted her growing maturity as a racer, combining tactical awareness with impressive speed and endurance.

With the outdoor season only beginning, the 1:56.56 clocking suggests that even faster times could be on the horizon. If Rabat is any indication, Audrey Werro may be poised for the biggest season of her career.

Her emphatic victory in Morocco was more than just another Diamond League win—it was a statement of intent from an athlete determined to challenge the world's best throughout 2026.

The city of Boston is set to welcome back one of its most celebrated champions as Kenya’s Sharon Lokedi headlines a world-class field for the 2026 B.A.A. 10K presented by Mass General Brigham Cancer Institute on June 21.

Fresh from another remarkable victory at the Boston Marathon in April, Lokedi returns to the streets of Boston and Cambridge carrying both momentum and confidence as she aims to defend the title she captured in dominant fashion last year.

The two-time Boston Marathon champion has developed a special connection with the historic race city. In 2025, she produced a course-record performance of 2:17:22 to win the Boston Marathon before returning this year to claim another victory in 2:18:51, the second-fastest winning time in the event’s storied history. Her success has cemented her status as one of the premier road runners in the world.

Lokedi will be making her first competitive appearance since her marathon triumph and arrives as the reigning B.A.A. 10K champion after clocking 31:39 over the challenging 6.2-mile course in 2025.

“Boston has become a very special place for me,” Lokedi said ahead of the race. “The atmosphere created by the fans and the community is unlike anywhere else. I’m excited to return and give everything I have to defend my title.”

The women’s race promises to be highly competitive. American Olympian Rachel Smith, who finished second at the Boston 5K in April, leads the domestic challenge. Kenya’s strong contingent includes African 10,000m champion Gladys Kwamboka, former B.A.A. 10K runner-up Stacy Ndiwa, and experienced road racer Viola Cheptoo. British Olympian Jessica Warner-Judd adds further international depth to a field packed with proven performers.

The men’s race is equally impressive, featuring elite athletes from 13 nations.

Ethiopia’s Dawit Seare enters as one of the leading contenders after capturing the 2025 Boston 5K title and bringing the fastest 10K personal best in the field at 27:21. Kenya will be represented by an accomplished group led by Alexander Mutiso, winner of the 2024 London Marathon and runner-up at last year’s New York City Marathon.

Patrick Kiprop also arrives in outstanding form after securing victory at the prestigious BolderBoulder 10K on Memorial Day, while Alex Masai returns looking to continue his strong record in Boston. Masai recently finished ninth at the Boston Marathon and has earned three top-ten finishes at the B.A.A. 10K.

Among the international stars making their mark is South Africa’s Adriaan Wildschutt, who makes his race debut after an impressive season highlighted by victory at the NYC Half Marathon in 59:30. Ethiopia’s Olympic bronze medallist Hagos Gebrhiwet adds further quality to the field, bringing a wealth of championship experience and previous success in Boston.

Canadian national 10K champion Andrew Alexander, two-time U.S. Olympian Hillary Bor, marathon standout Ryan Ford, and reigning USA 25K champion Andrew Colley complete a field stacked with talent and depth.

With defending champions, Olympic finalists, national champions and rising stars all converging on Boston, the 2026 B.A.A. 10K is shaping up to be one of the most competitive editions in recent memory. For Sharon Lokedi, however, the mission is simple: return to the city where she has repeatedly excelled and add another memorable chapter to her growing Boston legacy.