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Here's Why It Feels Like Every Elite Runner Is Changing Sponsors Right Now

Tim Tollefson celebrated the new year shoveling a lot of snow, dreaming about a summer of possibility, and changing his shoes.

After six years with Hoka, Tollefson, 37, the well-known elite American ultrarunner from Mammoth Lakes, California, signed a new multi-year sponsorship deal with Craft. It might seem like a curious move this time of the year, but, in reality, most athlete sponsorship contracts in running are one-year partnerships that end on December 31. That typically gives brands the upper hand in these situations because they can have an easy out whenever an athlete doesn't have a great year of results, or they no longer fit with their marketing goals. It always comes down to the money, though sometimes it's in the athlete's best interests to start fresh, to leverage their recent results and social media platform to find a better deal with a brand that better fits their racing goals.

Because there are more brands partnering runners than ever before, and presumably more sponsorship money available, top-tier distance runners who are still at the top of their game-like Tim Tollefson, Allie McLaughlin, Josette Norris, Paige Stoner, David Ribich, Dani Moreno, Erin Clark, Natosha Rogers, Colin Bennie, Dillon Maggard, Camille Herron, and others-have been able to seek out new opportunities to continue their careers with the necessary support.

The terms of the newly signed deals haven't been disclosed, but there is a huge range in pay for professional distance runners-roughly $15,000 on the low end for a partially sponsored trail runner without significant international results, to $300,000 at the high end for a top-tier marathoner with Marathon Majors podium results. Certainly that means some live a life of luxury, while others are forced to work part-time jobs and pinch pennies to get by.

But there are also often signing bonuses, as well as premiums paid for earning appearance fees, major victories, global medals, podium finishes, breaking records, and other incentives, so running faster can be a fast track to a boost in income. However, most athletes are considered independent contractors, and many have to pay for their own healthcare, body work, and travel, depending on the details of their brand partnership.

"You start getting an idea of who's going to be available, for one reason or other, in the last few months of the year, and that's when brands and athletes start talking," said Mike McManus, Hoka's global sports marketing director. "As an athlete, you're as valuable as whatever money anyone wants to give you, but it's a process and all about negotiating. Sometimes you can match the money being offered; sometimes it just doesn't make sense for the partnership."

What Tollefson liked about Craft was similar to what he liked about Hoka six years ago-an upstart brand ready to make an impact in trail racing, its new line of trail shoes, and the trail community overall. Craft sees Tollefson as a runner with name recognition and several significant race wins in the past three years, not to mention a leader in the sport who started the Mammoth Trail Fest last year.

"This [new partnership with Craft] has reignited my deep passion for the sport and has reminded me of the things I want to accomplish," he said. "It's almost like a start-up situation led by passionate people who are excited to make an impact and want to support the people who are along for the journey. Curiosity drives me and I like a challenge. I know I am going to have some lifetime achievements ahead."

More Big Moves in Trail and Ultra

After an extraordinary year of racing on the trails, Allie McLaughlin changed from On to Hoka as her primary sponsor. The charismatic 32-year-old from Colorado Springs won the daunting Mount Marathon race in Alaska, placed among the top five in several Golden Trail Series races, and won both gold and bronze medals in the inaugural World Mountain and Trail Running World Championships in Thailand. She'll be representing the U.S. in this year's World Championships in Austria, in June, while also returning to the OCC 54K race, as part of the Ultra-Trail du Mont-Blanc (UTMB) festival in Chamonix, in August.

"It was really interesting to see how much trail means to them [Hoka], not only with their sponsorship of UTMB, but in general how they're helping push the sport forward," said McLaughlin, who had been with On since 2021. "There are a lot of reasons I like what Hoka is doing, but ultimately, the emphasis they're putting on the team and their athletes is really exciting."

Other trail and ultrarunners who have switched brands include Erin Clark,  who finished 7th at last year's CCC, who left Hoka to sign with Nike, even though her partner, Adam Peterman, the 2022 Western States 100 champion and ultrarunning world champion, re-signed with Hoka. 

Spanish trail runner Sara Alonso has changed from Salomon to ASICS, while Craft also signed Arlen Glick, a prolific 100-mile specialist from Ohio, and Mimmi Kotka, a Swedish runner with numerous podium finishes in Europe, to its team. Meanwhile, previously unsponsored American trail runners Tabor Hemming (Salomon) and Dan Curts (Brooks) are among those who have signed new deals.

Meanwhile, Dani Moreno, a world-class mountain runner from Mammoth Lakes, California, and Camille Herron, a record-setting ultrarunner from Warr Acres, Oklahoma, are both also leaving Hoka for yet-to-be-announced brands that offered better deals.

Bigger Transitions for Road and Track Runners

For track athletes and marathon runners, a change of shoe brands is often a more involved change, mostly because it often means changing training groups and coaches, too.

For example, Josette Norris, the fifth-place finisher in the 1,500m at the 2022 World Athletics Indoor Championships, not only switched from Reebok to On, but she left Reebok's Virginia-based Boston Track Club, and coach Chris Fox, and moved west to Boulder, Colorado, to join the On Athletics Club under Dathan Ritzenhein.

Similarly, David Ribich, one of the best American mile runners on the track last year, switched from the Seattle-based Brooks Beasts track club to the Nike-backed Union Athletics Club under Pete Julian.

Colin Bennie, the top American finisher in the Boston Marathon in 2021-previously with Reebok but unsponsored last year-signed with the Brooks Beasts but will be training on his own in San Francisco. Dillon Maggard, who was second at the U.S. cross country championships and ninth in 3,000m at the indoor world championships in 2022, is returning to Seattle to train with the Brooks Beasts, after being unsponsored last year. Natosha Rogers, who was a finalist in the 10,000m at last summer's World Athletics Championships in Eugene, Oregon, has changed from Brooks to Puma, but will continue to train on her own in Colorado. Middle-distance runner Cruz Culpepper, after short stints at the University of Washington and the University of Mississippi, gave up his remaining college eligibility to sign with Hoka and its NAZ Elite (NAZ) team.

Last summer, Paige Stoner left the Virginia-based Reebok group and Fox, her longtime coach, to train in Flagstaff, Arizona, partially because she didn't have other marathoners to train with on a regular basis in Charlottesville. She increased her volume last fall training with Sarah Pagano and Emily Durgin and won the U.S. championship at the California International Marathon in December with a course record of 2:26:02, her debut at the distance.

In January, Stoner parlayed that into a new deal with Hoka, as she also joined the Flagstaff-based Northern Arizona Elite and will be training with a group of strong marathoners-including Aliphine Tuliamuk, Alice Wright, Kellyn Taylor, and the recently unretired Stephanie Bruce-under the guidance of coaches Alan Culpepper, Ben Rosario, and Jenna Wreiden.

"I was especially drawn to NAZ because they have proven to be a powerhouse in the marathon, which will likely be my primary focus in the years to come," Stoner said. "I believe the team has all of the tools it takes to compete at the highest level in the sport, and I am eager to begin this new chapter."

Learning the Ropes

For track and road running, the path to success for elite-level, post-collegiate athletes typically includes earning a sponsorship right after the track season in June and joining a sponsored training group and coach. From there, it's all about improving times and placing high in U.S. championship races, with hopes of becoming fast enough to earn a spot in elite track meets in Europe or one of the World Marathon Majors.

But most road and track runners have agents to help smooth out those transitions, whereas most trail runners do not. Plus, trail running is considerably more unstructured, with a greater range of race distances and a lot more unknown variables. That means the challenge of figuring out what opportunities exist on the trails-what races to run, how to train on trails, what gear is needed, how to race considerably longer distances, and how to attract sponsors-often requires them to learn on the fly.

Those are all reasons professional trail runner Andy Wacker recently formed The Trail Team, a non-profit organization that will help guide young runners along the path becoming successful, potentially sponsored trail runners, while also playing a role in boosting the level of competitive trail running in the U.S.

The Trail Team put out a call for candidates to become one of six inaugural team members in 2023. Once selected this spring, those athletes will go through a training camp, receive a stipend, get continued mentorship from Wacker, McLaughlin, Adam Peterman, and Grayson Murphy, and prepare for a variety of U.S. races.

"I've reached out to a lot of young athletes and the main thing I found is they need a mentor," said Wacker, a Salomon-sponsored athlete. "They don't necessarily need a coach-a lot of them have a college coach that they might continue working with-but they need someone who is going to help them with all of their questions and translate everything to trail running.

"It's still really hard to be an individually sponsored athlete, and I think it's hard for a young athlete to get recognition and build their brand, so we're hoping to help with that," he added. "There are more participants and more excitement than ever in trail running, but there are also growing pains. So there are a lot of ways we think we can help so they don't have to figure it out on their own."

Like Wacker, Tollefson is one of those athletes who did have to figure it out on his own. He was a good runner in high school and college, but he never qualified for the state meet and never earned All-American honors. But, with a relentless work ethic, he's become one of the most successful American trail runners of the past decade, having placed second at the CCC 100K in Chamonix, in 2015, and twice placed third in the Ultra-Trail du Mont-Blanc 171K in 2016 and 2017.

Although his personal race plans aren't finalized yet, those deals are allowing him to step away from his career as a physical therapist and become fully immersed in running for the first time in his career.

"All of us athletes are multidimensional; we're more than just a pretty face rocking a bib," Tollefson said. "Everyone has a unique story. I think there are more brands interested in telling those stories, and Craft is definitely one of them. Some people have written me off, but I'm confident my best races are ahead of me. Craft believes in me, and I feel like I need that belief to get the best out of myself."

(01/29/2023) Views: 2,273 ⚡AMP
by Trail Runner Magazine
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From Shark Attack Survivor to New York City Marathon Finisher: Ali Truwit's Extraordinary Journey of Courage and Resilience

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.

(07/13/2026) Views: 77 ⚡AMP
by Erick Cheruiyot for My Best Runs.
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Olympic Champion Sydney McLaughlin-Levrone Welcomes First Child, Beginning a Beautiful New Journey

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.

(07/13/2026) Views: 84 ⚡AMP
by Erick Cheruiyot for My Best Runs.
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Tsige Gebreselama Rewrites Boilermaker 15K History with Stunning Course Record in Utica

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.

(07/13/2026) Views: 91 ⚡AMP
by Erick Cheruiyot for My Best Runs.
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Boilermaker 15k

Boilermaker 15k

The Boilermaker 15K is the premier event of Boilermaker Weekend. This world krenowned race is often referred to as the country's best 15K. The Boilermaker 15K is recognized for its entertaining yet challenging course and racing's best post-race party, hosted by the F.X. Matt Brewing Company, featuring Saranac beer and a live concert! With 3 ice and water stops every...

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Elite Performances Highlight Boilermaker 15K as Alex Matata Takes Top Honors

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.

(07/12/2026) Views: 124 ⚡AMP
by Erick Cheruiyot for My Best Runs.
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Boilermaker 15k

Boilermaker 15k

The Boilermaker 15K is the premier event of Boilermaker Weekend. This world krenowned race is often referred to as the country's best 15K. The Boilermaker 15K is recognized for its entertaining yet challenging course and racing's best post-race party, hosted by the F.X. Matt Brewing Company, featuring Saranac beer and a live concert! With 3 ice and water stops every...

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Beyond the Finish Line: Eliud Kipchoge's Journey Continues to Inspire the World

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.

(07/12/2026) Views: 118 ⚡AMP
by Erick Cheruiyot for My Best Runs.
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