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.”

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.

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.

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.

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.

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.