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.”

Ethiopia’s Fotyеn Tesfay Haylu delivered one of the most remarkable women’s half-marathon performances ever seen on American soil on Sunday, powering to a commanding victory at the 2026 Buenos Aires Half Marathon in Argentina in 1:03:57.

Running with exceptional confidence and strength, Tesfay took control of the race and produced a superb solo performance to rewrite the event record. Her breathtaking run also carried historic significance, as she became the first woman to break the 64-minute barrier for the half marathon in the Americas, producing what is being celebrated as the fastest women’s half-marathon performance ever recorded on the continent.

The Ethiopian star was in a class of her own, crossing the finish line more than a minute clear of Turkey’s Nevin Can, who finished second in 1:05:06. Another Turkish athlete, Selin Can, completed the podium in third place with 1:05:11, as the leading trio all produced strong performances on the fast streets of Buenos Aires.

Kenya also featured prominently in the top positions, with Irene Jepchumba Kimais taking fourth in 1:06:04, followed by Sheila Chepkirui in fifth with 1:06:13. Magaret Akidor Ngathike finished sixth in 1:06:46, while fellow Kenyan Deborah Samum claimed seventh place in 1:08:32.

Brazil’s Nubia de Oliveira Silva was eighth in 1:11:13, while Argentina’s Sofia Luna and Dahyana Juarez rounded out the top 10 with times of 1:11:21 and 1:11:28, respectively.

Top 10 Women – 2026 Buenos Aires Half Marathon

1. Fotyеn Tesfay Haylu (Ethiopia) – 1:03:57

2. Nevin Can (Turkey) – 1:05:06

3. Selin Can (Turkey) – 1:05:11

4. Irene Jepchumba Kimais (Kenya) – 1:06:04

5. Sheila Chepkirui (Kenya) – 1:06:13

6. Magaret Akidor Ngathike (Kenya) – 1:06:46

7. Deborah Samum (Kenya) – 1:08:32

8. Nubia de Oliveira Silva (Brazil) – 1:11:13

9. Sofia Luna (Argentina) – 1:11:21

10. Dahyana Juarez (Argentina) – 1:11:28

For Tesfay, it was far more than a race victory. Her 1:03:57 performance was a statement of extraordinary quality, combining speed, endurance and remarkable solo running to produce a landmark result in Buenos Aires. In a race that will be remembered for years to come, the Ethiopian did not simply win—she redefined what was thought possible for women’s half-marathon running in the Americas.

Ethiopia’s Yomif Kejelcha produced one of the most extraordinary performances in road racing history on the streets of Buenos Aires, Argentina, reclaiming the half marathon world record with a sensational 56:51 performance at the 2026 Buenos Aires Half Marathon.

The former world record-holder delivered a breathtaking exhibition of speed and endurance to take 29 seconds off the previous pending mark of 57:20, set by Uganda’s Jacob Kiplimo and takes a huge chunk from his own former official world record. Kejelcha's new performance is pending the standard ratification procedures, but if officially ratified, it will return the world record to the Ethiopian star and mark another remarkable chapter in the evolution of the event. 

Kejelcha's achievement is particularly significant because the 57-minute barrier had already been broken before. Jacob Kiplimo had previously run under 57 minutes, clocking 56:42 that was not ratified demonstrating that the once-unthinkable barrier was possible. Kejelcha, however, has become the second man to run under 57-minute barrier who now returns to the top of the all-time rankings with another historic performance in Buenos Aires.

The Ethiopian's race was remarkable not only for the final time but also for the way he built his performance. He covered the opening five kilometres in 13:44 before reaching 10km in 27:18. Rather than slowing, Kejelcha accelerated through the middle stages, passing 15km in 40:39 and 20km in 54:02 as he continued to push the limits of elite road racing.

By the time he reached the finish line, Kejelcha had completed the race at an extraordinary average pace of approximately 2:42 per kilometre, producing one of the most astonishing sustained efforts ever witnessed in distance running. His stunning run sent a powerful message to the athletics world and further strengthened his status as one of the most formidable distance runners of his generation.

Behind the record-breaking champion, Ethiopia completed a dominant clean sweep of the men's podium. Tadese Worku Gebresilase claimed second place in 59:18, while Bereket Nega Batebo secured third in 1:00:17, giving Ethiopia a memorable one-two-three finish in the Argentine capital.

Kenya’s Jonathan Kipkoech Kamosong finished fourth in 1:00:20, followed by compatriot Simon Maywa in fifth with 1:00:55. Argentina’s Ignacio Erario gave the home supporters plenty to celebrate with an impressive sixth-place finish in 1:00:57, breaking the one-hour barrier in front of an enthusiastic local crowd.

Dillon Kipyeko of Kenya finished seventh in 1:01:07, with Robert Kiprop Koech eighth in 1:02:01. Mexico’s Julio Ortiz Ponce took ninth place in 1:03:17, while Colombia’s Jimmy Gómez completed the top 10 in 1:03:34.

The Buenos Aires Half Marathon will now take its place in the history books as the scene of a truly extraordinary breakthrough. For Kejelcha, this was more than just another victory. It was a spectacular return to the top, reclaiming a world record he had previously held and once again rewriting the limits of the half marathon.

The 56:51 performance remains pending ratification, but Yomif Kejelcha's run has already delivered one of the defining moments in the history of road racing.

Kenya delivered another commanding display of distance-running excellence at the Antrim Coast Half Marathon, with Isaia Lasoi leading a memorable Kenyan clean sweep of the men's podium in a race packed with world-class performances.

Lasoi emerged victorious after a thrilling battle at the front, crossing the finish line in a superb 58:26 setting a new course record. His winning performance underlined his strength and speed over the half-marathon distance, but he was made to work all the way by fellow Kenyan Daniel Mateiko, who finished just three seconds behind in 58:29 after an electrifying duel for the title.

The contest between the two leaders produced one of the standout moments of the race, with both athletes pushing deep into elite territory as they fought for victory. In the end, Lasoi found just enough to secure the win, while Mateiko's narrow defeat highlighted the remarkable depth and quality of Kenya's leading distance runners.

Vincent Kipkorir completed the Kenyan sweep, taking third place in 1:00:38 to ensure that all three places on the podium belonged to Kenyan athletes. Samwel Chebolei added further Kenyan strength to the results, finishing fourth in 1:01:01, while Amos Langat was also among the leading finishers.

The international field featured several prominent names. Australia's Jimmy Whelan produced a strong run, while Ethiopia's Yismaw Dillu featured among the front group. American marathon star Galen Rupp also delivered a notable performance, clocking 1:01:29 in another competitive outing for the experienced distance runner. Former world-class track and road athlete Edward Cheserek was also among the top finishers.

Lasoi's 58:26 victory, however, was the defining performance of the day. Together with Mateiko and Kipkorir, he gave Kenya a perfect podium and another emphatic reminder of the country's extraordinary strength in elite road running.

The Antrim Coast Half Marathon once again provided a fast, competitive stage for some of the world's finest distance runners, but when the decisive moments arrived, it was Kenya that owned the podium.

One of the most iconic milestones in the history of ultramarathon running is drawing closer, with entries for the historic 100th edition of the Comrades Marathon set to open on Tuesday, 25 August 2026.

The Comrades Marathon Association has officially announced a detailed entry process for the 2027 race, which will unfold in three stages and give runners around the world the opportunity to secure their place in what promises to be one of the most significant editions ever held of The Ultimate Human Race.

The announcement followed the official launch of the 2027 Comrades Marathon on Wednesday, 19 August, when the centenary campaign, “The Greatest Story Ever Run,” was unveiled alongside a special logo created exclusively for the landmark 100th edition.

The launch also revealed several major highlights for the Centenary Race. The historic event will take place on Sunday, 13 June 2027, and will be a Down Run, with 28,000 places available. The entry process will include a ballot, while the race will offer a record R8.919 million in prize money. Organisers have also set an ambitious goal of raising R10 million for the Amabeadibeadi charities, adding an important charitable dimension to the centenary celebrations. One of the defining moments of the launch was the unveiling of the special Centenary mark, created to commemorate this extraordinary milestone in the history of the race.

The entry process begins on 25 August at 10:00 a.m. SAST, when entries open for Green Number runners, Yellow Number runners and Amabeadibeadi charity entrants.

The next phase follows on 2 September at 10:00 a.m. SAST, when entries open for Comrades Marathon Association members. This window will remain open for 72 hours or until the available entry allocation is filled, with places offered on a strictly first-come, first-served basis.

For general entrants, the process will move to a ballot system. General entries open on 9 September at 10:00 a.m. SAST, with runners able to enter the ballot until it closes on 22 September at 4:30 p.m. SAST. The ballot draw is then scheduled to take place on 23 September.

Several other crucial dates will shape the road to the historic race. The substitution period will run from 15 to 31 March 2027, while 3 May 2027 is the final deadline for runners to submit their qualifying performances, seeding information and other required entry details.

To qualify for the 2027 Comrades Marathon, runners must complete a 42.2km marathon in under five hours between 15 June 2026 and 3 May 2027.

The journey will finally culminate on Sunday, 13 June 2027, when thousands of runners are expected to line up for the historic 100th edition of the Comrades Marathon.

The 2027 race will represent a remarkable moment for the legendary South African ultramarathon. For more than a century, the Comrades Marathon has captured the imagination of runners and spectators with its extraordinary test of endurance, determination and human spirit. Its centenary edition will celebrate the generations of athletes who have faced its demanding roads, conquered its challenges and helped build one of the world's most respected endurance events.

For runners dreaming of becoming part of this historic occasion, the road to Comrades 2027 is now clearly marked. From the opening of entries in August 2026 to race day in June 2027, every deadline will matter.

The Greatest Story Ever Run is preparing for its most historic chapter yet.

American sprint standout Sam Blaskowski is taking steps toward an international future with Poland after uncovering a powerful connection to his family's ancestral homeland.

The 23-year-old sprinter, who has established himself as one of the fastest Americans of his generation with a personal best of 9.89 seconds in the 100 metres, has begun the process of obtaining Polish citizenship with the aim of eventually representing Poland in international competition.

Blaskowski's connection to the country traces back through his great-grandparents, Franciszek and Julian Błaszkowski, who emigrated from Poland to the United States in 1905. Their journey more than a century ago has now opened an unexpected new chapter for their descendant, whose athletic ambitions could soon carry the Błaszkowski name back onto the international stage under Polish colours.

The sprinter has already received support from the Polish Athletics Association as he works through the citizenship and eligibility process. Should his transfer of allegiance be completed, Blaskowski could become a significant addition to Poland's sprint programme.

His credentials certainly make the prospect an exciting one. In addition to his sub-10-second speed over 100 metres, Blaskowski owns a personal best of 19.93 seconds in the 200 metres, demonstrating the kind of versatility that could prove valuable both individually and in Poland's 4x100m relay squad.

For Blaskowski, however, the move is about more than simply changing national colours. It represents an opportunity to reconnect with his family's heritage while pursuing his ambitions at the highest level of the sport.

With his sights set on becoming part of Poland's international sprint team and competing for relay medals, Blaskowski's journey from discovering his Polish roots to potentially representing the country of his ancestors could become one of the most fascinating allegiance stories in world athletics.

A century after Franciszek and Julian Błaszkowski left Poland for America, their family's story may now be coming full circle—this time at full sprint.