Running shoes

Running shoe start-up True Motion focuses on "quality instead of quantity". At first only one model will be sold via her homepage and selected specialist dealers. Co-founder Andre Kriwet explains the idea behind that and gives insights into their unusual distribution and marketing strategy.

The U-Tech Nevos is the result of years of experience of the three founders of True Motion. With their running shoe brand they want to conquer the running market.

FitStation powered by HP has made a dream come true for runners. The US brand's 3D foot scan makes tailor-made shoes and insoles suitable for the masses with the 3D printer. Becauso of that the company won the ISPO Award 2018. Sarah Clevinger from FitStation explains in the interview what has happened since then.

More and more running brands are targeting women athletes with their marketing campaigns. But in which range are products that have actually been specially developed for women? ISPO.com has consulted manufacturers.

Instagram stars and bloggers are also gaining more and more influence in the running industry. Are the social media stars even outstripping the pros as advertising media? Adidas, Brooks and Co. explain their marketing strategies.