Running News Daily

Why Tracksmith, an apparel brand immersed in the culture and heritage of running, started making shoes 

Several times every month, Matt Taylor can be spotted wearing a well-worn gray cotton T-shirt on his daily morning runs in suburban Boston.

The “Tracksmith” lettering across the front has faded after an estimated 1,000 miles of running and more than a 100 cycles through the wash, but the original Grayboy brand produced at Tracksmith’s inception, in 2014, has otherwise held up pretty well.

To Taylor, the 45-year-old co-founder, CEO, and primary visionary for the venture capital-backed upstart, it’s a personal reminder and validation of the quality Tracksmith strives for in everything it makes, but also tied to the durable functionality necessary for the authentic daily training of a committed runner. It hearkens back to the previous generations of runners who toiled in the daily grind, another key element of Tracksmith’s vibe.

“We want to make high-quality products with the best raw materials, but we think about value, not price,” Taylor says. “If we can create a product that has a lot of value because of those things—durability, some performance characteristics, even something that aesthetically that looks and feels a lot better than anything else in the market—that’s where we put our focus.”

After eight years of making a name for itself in the apparel business, Tracksmith is making new waves at the start of 2023 with the launch of its first shoe, the Eliot Runner. It’s a retro-inspired, everyday training model with a modern Pebax midsole and insole that embodies the look and quality craftsmanship the brand has become known for, while also celebrating the culture of the sport.

The Eliot Runner is designed to be a performance-oriented training workhorse that’s capable of long runs, up-tempo workouts, recovery runs, and, well, just about any kind of running except for racing. And true to the brand’s running lifestyle aesthetic, it also looks nice with jeans.

The new shoe, like a lot of Tracksmith’s running apparel, ranks at the higher end of the price range for training models, but that’s directly related to the high-quality products it strives to produce, Taylor says. Tracksmith is focused on style, quality, and running culture. Those three tenets are baked into everything it produces—its apparel line, its thoughtful storytelling content, and now, its training shoe—by way of premium materials and a distinctive design aesthetic rooted in the heritage of the sport.

“It’s about being uncompromising on performance, but bringing more of a refined look to it, too,” says Tracksmith brand president Ryan Eckel, who previously worked alongside Taylor when both held marketing roles at Puma more than a decade ago. “When the company launched with apparel, it was able to rethink the aesthetic of what traditionally would look like for running, and we’ve tried to take that approach to footwear as well.”

When Tracksmith burst onto the scene as a premium running apparel brand in 2014, it didn’t intend to be a disruptor, but it quickly caught the attention of the marketplace with its retro vibe. It comes across as proud of its small but growing indie status, while relentlessly waving the flag of the “running class,” non-professional yet competitive runners dedicated to the pursuit of personal excellence.

At the time, the running apparel market was dominated by running shoe companies and outdoor brands focused primarily on making brightly colored nylon and spandex clothes in the midrange price point.

Tracksmith’s rise, along with Oiselle, Ciele, and Rabbit at about the same time, opened the floodgates for a wave of upstart apparel brands blending style and performance, including Roark, Saysky, Bandit Running, Satisfy, and Territory Run Co.

“Running apparel was not very inspired back then,” says Taylor, himself a former collegiate steeplechase runner. “All the resources were going into footwear, creating an opportunity to come out with product that was higher quality, with a different style and aesthetic to it, that was built from the subculture of running. That was a really powerful way to launch the brand, and it also created some reactions from people who were not sure what to make of it.”

In its early years, Tracksmith’s disruption was met with some resistance by an aging adult running population dominated by Baby Boomers and Gen Xers, but it found a connection with Millennials and Gen Z’ers who were interested in a different look and deeper meaning in their identity to running. Tracksmith has served that up continually with authentic, multi-platform storytelling.

Although runners have known Tracksmith as an apparel company, they’ve also been able to immerse in the brand’s social media posts, TV commercials, printed catalogs, and Meter magazine, all providing an immersive look into the sport. Prior to working at Puma, Taylor was an independent filmmaker who produced a series called “Chasing Tradition” about college cross country programs and athletes in pursuit of U.S. Olympic Trials qualifying times.

With Taylor’s leadership, Tracksmith has made it a point to create marketing campaigns based on real athletes doing real workouts, as opposed to having super fit models pose or do camera run-bys as most other brands do. During the 2021 U.S. Olympic Trials track championships, Tracksmith aired several TV spots during the NBC broadcast that included raw footage of amateur runners doing a workout of 400 repeats on the track. These more avant garde commercials, narrated by author and amateur runner Malcolm Gladwell, earned rave reviews from running fans for their authenticity and also because they weren’t blatantly hawking Tracksmith products.

Tracksmith also recently produced a mesmerizing long-form video called “Church of the Long Run,” in which director Emily Maye orchestrated a crew and a sophisticated camera rig mounted on a truck to film runner Sam Roecker as she did a solitary 14-mile, 80-minute run on a snow-covered road in the foothills near Rollinsville, Colorado.

“Matt has really been ahead of his time with that type of storytelling,” says running coach Mario Fraioli, creator of “The Morning Shakeout” podcast and newsletter. “He was doing that before his experience at Puma, and his experience at Puma clearly helped put him in the position to launch Tracksmith. But if you look at the storytelling that the brand does, that’s been there since day one, and that’s all Matt Taylor. It’s been very intentional on his part. He saw an opportunity that, from a brand perspective, those types of stories weren’t being told.”

Inherent to the Tracksmith’s DNA is the celebration of the daily grind, the long-term training journey toward big goals, and the community and culture built around the shared suffering it fosters. It doesn’t sponsor top-tier elites like Nike, New Balance, and Hoka, but instead embraces the amateur spirit of passionate athletes who are otherwise unsponsored but are fervently committed to training. For example, Tracksmith’s community manager, Lou Serafini, broke four minutes in the mile as an unsupported runner and lowered his marathon PR to 2:14, after starting with the company in 2017. (He eventually signed a pro contract with Puma.)

A few years ago, Tracksmith began informally supporting amateur athletes who were close to the U.S. Olympic Trials qualifying standards in the marathon and long-distance events on the track. That led to a more formal Amateur Support Program (ASP) that provided racing kits and training gear to 130 athletes who competed in the 2020 U.S. Olympic Trials Marathon in Atlanta. The program expanded to support dozens of athletes in every discipline at the Track and Field Trials in Eugene, Oregon, in 2021, and has continued to evolve into 2023.

This year, athletes from both the U.S. and U.K. can apply to be part of the program that will provide them four quarterly stipends of $250 along with a racing kit, warmups, and Tracksmith Eliot Runner shoes, as well as virtual coaching and support through Zoom-based seminars.

That goes a long way in supporting hard-working athletes on the cusp, says Carmen Graves, a Denver-based runner in her second year with the ASP. “It’s pretty wild to see the sea of Tracksmith jerseys at the U.S. championships and Olympic Trials,” says Graves, who was seventh in the 3,000-meter steeplechase at last year’s U.S. outdoor track championships. “Tracksmith definitely stepped up to fill that gap between unsponsored and under-sponsored athletes. Just giving us something to help is sometimes enough to get to the next level, and I think that’s really important.”

Mostly, the program helps athletes sustain their careers with the chance to chase their dreams, but for several runners it has led to compete at the highest levels of the sport. For example, Keira D’Amato was 12th at the U.S. Olympic Trials Marathon while racing in Tracksmith gear, which she leveraged into an eventual Nike sponsorship that led to her breaking the American record last year at the Houston Marathon. Similarly, 3,000-meter steeplechase athlete Mason Ferlic competed unsponsored in Tracksmith gear on the track and earned a spot on the U.S. team that competed in the Tokyo Olympics.

“We know as runners, there are no shortcuts to anywhere worth going, but I think a lot of brands—and they would never say this explicitly—take a lot of shortcuts in how they do things, whether it’s with the products they’re making or marketing campaigns,” Fraioli says. “With Tracksmith, from the beginning, they have really prioritized authenticity and quality over quantity. They’ve never sacrificed the quality of their offerings, whether its products, events, experiences, in order to go big and appeal to a mass market. I think that was a major differentiating point, and I think that resonated with their customers and the people who feel most connected to their brand.”

Although Taylor is nearly 10 years into his role at Tracksmith, he says footwear has been on the brand’s roadmap since it set out to be a full-fledged running brand. It was always just a matter of timing and when the company would have the resources, internal team, and the bandwidth to properly develop a shoe coherent with its image and likeness, he says.

“We’re pretty particular in how we bring things to market,” Taylor says. “We wanted to make sure it was the best version of what we could achieve. To be honest, it took a little bit longer than expected. I think entrepreneurs are eternal optimists, and in my original pitch deck, I thought we’d get to footwear in year three, and we’re doing it in year eight. As we continue to execute our vision of being a global lifestyle running brand, footwear will play prominently into that strategy.”

When Tracksmith started its initial foray into the shoe business, internally, more than five years ago, the first modern marathon super shoes hadn’t even been released yet. But as soon as Nike unveiled its original models with carbon-fiber propulsion plates embedded in their midsoles in 2017, it signaled a massive shift in the industry that had every big running shoe brand consumed by the racing shoe category.

And while every brand eventually did launch their own versions of modern racing shoes, it created a hole in the training shoe category of the market. As Tracksmith worked behind the scenes on developing its new shoe, several other small brands entered the market, too, including Atreyu, Speedland, Norda, Nobull and Vimazi, while also giving rise to “athleisure” brands like AllBirds.

What sets Tracksmith’s approach to shoes apart, says product line manager product line manager Brent James, is that its focus has been more about serving the needs of dedicated runners and less about the actual products. In other words, it got into footwear on its own terms and timeline without concern for wholesale sales pressures about timing, pricing, and quantities.

“Being authentic to running and runners, it’s not always about those glamor race moments when you’re achieving PRs or winning races,” James says. “We know running is really about the work, and that’s really communicated through the imagery we share and the blood, sweat, and tears we represent through each launch. Delivering a shoe that is along for that ride and helping you through that, and equipping you for that work, is what we set out to do first.”

Launching a footwear line, even if it’s just one shoe, is no small task. In addition to gaining a company-wide competency of the footwear business and ramping up with new team members, Tracksmith also required developing new manufacturing partners and creating a distribution plan that doesn’t, at least at the outset, include running specialty stores. Most of Tracksmith’s apparel has been sold directly through its website, its original Boston retail store, and pop-up stores managed in New York and London.

Initially, the Eliot Runner will only be available through a similar network, although the brand’s presence in New York and London has evolved into exquisitely crafted retail shops with the same boutique atmosphere as its Boston location. Additional pop-up stores might become part of the brand’s marketing strategy, as well as wholesale distribution avenues.

Taylor and Eckel expect footwear to become a large part of Tracksmith’s business going forward, but not overnight. While the brand has a lot of ideas about potential future models, for the moment, there’s nothing else in the development channel. The brand will focus on pushing the Eliot Runner into the marketplace this spring and summer, while evaluating the feedback it gets from its unique distribution model.

“We want to be competitive with those brands within the mindshare of the consumers, for sure,” Eckel says. “Whether that’s at a literal shoe wall at a specialty store or somewhere else. We’re confident in our abilities to make product that is as good or better than other brands out there. So yeah, we certainly think we can compete with those brands over the long-term.”

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.