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

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

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

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

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

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

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

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

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

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

For nearly two hours, he was the undisputed winner.

Then everything changed.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Ferdinand Omanyala (Kenya) – PB: 9.77

Noah Lyles (USA) – PB: 9.79

Lamont Marcell Jacobs (Italy) – PB: 9.80

Akani Simbine (South Africa) – PB: 9.82

Letsile Tebogo (Botswana) – PB: 9.86

Ackeem Blake (Jamaica) – PB: 9.88

Jordan Anthony (USA) – PB: 9.91

Emmanuel Eseme (Cameroon) – PB: 9.96

Jeremiah Azu (Great Britain) – PB: 9.97

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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