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Run Buzz: NNormal, Mount To Coast, Hettas, Vimazi


Product innovation and brand launch news from the running industry is in the spotlight today, including NNormal’s Kboix Experience, Mount To Coast’s distance shoes, new women’s brand Hettas, and a walking shoe from Vimazi.

NNormal, the outdoor/trail brand founded by Kilian Jornet and the Camper brand in 2022, is launching the Kboix, a modular shoe designed with three interchangeable midsoles. Each midsole has been designed for different terrains, different density, and different body types — with the aim of developing a shoe that not only has a longer life cycle, but also offers the flexibility to adapt to each individual’s specific needs and the varying terrains or conditions they may encounter. The shoe will be available in mid-2024, but the brand is pre-launching it with the Kboix Experience, where 150 people will be invited to test the latest prototype now. Learn more here.

Mount To Coast, a new, premium footwear brand developed for ultramarathon runners is launching in 2024. The brand is focused on creating long-distance running shoes using ergonomic research and innovative materials and is committed to supporting the endurance community along the way by signing top ultramarathon athletes, sponsoring global ultramarathon events, and promoting the ultramarathon culture. Two new shoes launching in 2024 include the UM3100, a purpose-built race shoe for ultra-marathons, and the S1, a training shoe for distance events.

Hettas, a new women’s performance running shoe brand, is officially launching this week with three styles — the Alma Cruise, Alma Tempo and Alma Speed, all priced at $198. The Hettas System includes a proprietary midsole + foam + plate system designed for a woman's body, and the brand is focused on designing for a female fit and building a body of research about women, for women. See more about the brand’s R&D process here.

Vimazi, which introduced its pace-tuned running shoes to the market last year, has released its first pace-tuned walking shoe. The new Z90 ($150) is “biomechanically tuned for maximum comfort and minimum stress whether walking briskly, strolling or working out at the gym,” according to the brand. It is built to strike the right balance of stiffness and comfort between heel and forefoot to reduce the stress and fatigue on the feet. It has a sock-style design, crafted with stretchy engineered mesh, making it easy to slip on and off. It also has a low drop, rocker, and flexibility to enhance the walking experience.