Montreal – The new brand wants to create a DNA that the runner of the future can relate to.
Having run a successful Kickstarter campaign, Way Running aims to push the running industry forward with a more sustainable product offering. Its first product is a running shoe that uses a blend of natural and recyclable materials and simple design, with no logos or decorative elements. When a customer is finished with the shoe, Way Running will disassemble the components and re-use pieces accordingly, rewarding customers with a discount.
Rethinking the typically technology-driven nature of sustainable footwear, its branding is highly emotive, with slogans such as ‘don’t run from, run for’ and ‘running for a better future’. The brand is also building a feedback loop within its BETA program, in which customers provide feedback on the product – including how often they wear it and for what activities – to create a continuous improvement cycle that informs each version of the shoe.
When it is launched in April 2020, Way Running will join a host of brands re-inventing the Sustainable Footwear Market.