In the competitive run specialty landscape, shoe walls are still finding space for new brands. Innovation is evident from both newer and established brands. Run specialty is about novelty, intention and education, with companies investing time and energy in the channel. “There is an arms race between brands as they continue to push innovation,” explained Greg Castro, head of U.S. marketing for KIPRUN. This push is not only in super shoes and plated racing products, he said, but “also in everyday running shoes that benefit both the runner and those seeking comfort solutions for normal everyday life.” Here, we take a look at three brands aiming to bring newness to the shoe wall.

LEMS‍

The small, independent minimalist footwear brand is celebrating its 15-year anniversary with the launch of its first road running shoe. Zenspeed+ and Zenspeed Lite will drop this fall in unisex sizing and two width options (medium and wide). “This collection is built for runners looking to move away from overly cushioned, bulky designs and toward a shoe that supports a more natural stride,” commented Lems wholesale director, Caileigh Colo-Passmore.

Lems is capitalizing on running shoes not necessarily being for runners alone. “People are stopping into their local run shops not only for shoes to run in, but also for going to the gym, hiking, everyday wear and fashion,” the exec noted, adding, “Brands are having to evolve quickly to keep up with the ever-changing need for their shoes.”

The Lems team is investing in independent retail thoughtfully for long-term growth. The goal is to grow wholesale by 80% and reach 300 stores by 2027. Sales agencies will play a big part in the in-store experience, along with branded point-of-purchase and select shop-in-shops (including a first in Pedestrian Shop locations in Denver and Boulder later this year). “Between training staff with clinics and hosting demo runs in stores, we hope that every person who comes into a shop that has on running shoes will try them on,” said Colo-Passmore.

KIPRUN

Backed by the world’s largest sporting goods retailer, Decathalon, KIPRUN debuted in the U.S. in April of this year. Greg Castro, head of U.S. marketing for the French brand, tells us that in the continuously growing “largest market for runners in the world,” there is still opportunity. “A huge number of runners are seeking performance footwear at competitive pricing and that is where KIPRUN is uniquely positioned to succeed.”

With its global scale and strong margins, the brand’s plan is to offer “competitive” pricing, as compared to similar products in the landscape. For example, the KIPSTORM ELITE marathon running shoe is priced at $250, with like offerings running in the $275-$300 range. The KIPRIDE MAX ultra-distance offering comes in at $160, as compared to others spanning $180-$200. KIPRUN also offers apparel and accessories in the U.S. including socks, caps, gloves and hydrations packs/belts.

Castro believes that run specialty retailers can bring credibility and grow brand awareness in the U.S. for the European company. KIPRUN offers SOFTECH+ (exclusive EVA/PEBA/OBC blend with 69% energy return) and FASTECH+ (an evolution of VFOAM, redesigned for responsiveness and precision) technologies, along with shoe models “reflecting years of research, biomechanical testing and athlete input.” The KIPSUMMIT MAX trail shoe, engineered to deliver cushioning, stability and grip, was worn by Blandine L’Hirondel for her win at the 2025 Diagonale des Fous.

MOUNT TO COAST

Expanding with intention is key for this Hong Kong-based brand geared toward athletes who transcend distance. First were two road shoes in 2024 (R1 and P1), then a trail (T1) and hybrid offering (H1) in 2025. This year brings the C1 road, to be followed by another trail shoe in later months. “We have always intended to build shoes to enable runners to enjoy running anywhere from the mountain to the coastline and think our current lineup of six shoes is enough to drive growth for the next few years,” said Dan Rosenberg, U.S. country manager for the firm.

Regardless of road or trail, ultrarunners tend to want the same functionality, Rosenberg noted, primarily durability comfort and a lightweight ride. He explained that these folks are “running so many miles and races that they need shoes that will maintain their original bounce, feel and grip longer than typical shoes.” Mount to Coast has offerings for both men and women.  

A brand differentiator for Mount to Coast is its Circlecell midsole foam. Circlecell is the first performance biopolymer foam applied in running shoes. According to co-founder Yeti Zhang, an upcoming trail model will employ “Aliphatic TPU foam, originally used in car paint protection films, to provide beset-in-class resilience and durability in the trail running world.”