A regular column I penned in the 1990’s was called Mostly Shoes. Appropriately, that same description could be applied to The Running Event 2024, held Nov. 19-21 in Austin, TX. 

More than any other piece of equipment, our daily runs are influenced by footwear. The result of our Marathon Dreams is directly affected by footwear — and footwear performance plays the most critical role in the success of our running goals and dreams. On that level, TRE24 had it all on the running shoe front. 

The major players were there in force, as well as a broad array of the lower tiers, including start-ups, small brands and niche players for both road and trail. Running specialty is a vital channel, serving everyone from dedicated competitive runners to walkers, from referrals from knowledgeable podiatrists to recommendations from physical therapists. The job of footwear buyers is to select what will sell, the essence of what their customers are looking for. 

The Running Event features what run specialty looks for to fill those roles and the annual event is one part bazaar, one part family reunion and one part educational symposium. It features what runners look for in their running equipment, so let’s dive into just some of what I found to be the more important running footwear stories told in Austin last month. 

361 Degrees Hybridization is often an effective strategy to benefit the needs of runners. The offerings from 361 have shown a trajectory that has been a steady climb with quality technology that won’t break the bank. The Furious 2 is the second round of a hybrid racer/trainer that combines carbon fiber and PEBA plates with quality foam to create a super trainer that is worthy of consideration.

ASICS A team of Japanese specialists from Kobe, Japan, traveled to Austin for presentations delivered by key personnel. The pinnacle was the presence of footwear legend Kiachiro Kayano, or more appropriately Kayano-san. His vision and innovation has brought out iconic ASICS shoes, most notably the Gel-Kayano, worn by countless numbers of runners worldwide. The brand has significantly influenced many of the running footwear categories and sub-categories of the industry.

Brooks Earlier this year, Jim Weber handed off the CEO role to Dan Sheridan with the precision of an Olympic Gold Medal relay performance, resulting in continued progress without missing a beat. So many solutions in road, trail and track — at levels to match runners of every ability. Their supercritical foam, like other brands across the industry, offers outstanding durability and a tune-able ride that is superior to the previous foam formulations. The Glycerin Max, shown at the show, has literally taken the brand to new heights, with performance for walkers, casual runners and dedicated daily runners as well as elite performers.

Craft The change in top leadership and a cross-country move has not slowed the performance of Sweden’s top running brand in North America. The new Kype racing shoe has shown the expertise and cutting-edge design the brand has become known for, with race-day performance as well as an eye-catching design and colorway.

Diadora The approach that the Italians bring to footwear is the crossroads of technology and artistry — and then let’s share an espresso while admiring their effort. The new Frequenza 2 blends style and performance, with top notch materials as a bonus.

Hoka The brand that literally changed the shape of the industry continues to impact the running footwear landscape. Co-founder Jean-Luc Diard was an active observer, walking the show, and encounters were frequent. The updates keep coming and the pervasive presence of the brand was unimaginable a decade ago. Comfort really is king.

Hylo The notion that a running shoe company could come from a tangent outside of the sport seems unlikely. Hylo, thanks to social media, and something different from a new brand, seems to have sprung fully formed and attractive to runners, particularly those who may be new to the sport. Founded by a former English professional soccer player (yeah, they run too), the quality and appeal are present in equal parts. Another choice on the shoe wall might be the thing customers are looking for, after all, different strokes...

Joma The arrival of Joma to TRE has been a long time coming. Their focus on the two European powerhouses of Football (soccer) and Athletics (track and field) seemed well suited to advance the choices offered to the American public, especially with a domestic focus on the Olympics, big-city marathons and a road race nearby almost every weekend. Well, wait no longer. At TRE Joma featured their complete running line and they had a little something for the varied tastes of the running public.

La Sportiva Intentionality guides La Sportiva’s lineup, and two new items bring the brand up to speed in the Speed category. The Prodigio Pro and the Prodigio Max are running mates that provide the oomph and vavoom ends of the Mountain Running spectrum. The Prodigio Pro represents the performance racing, while the Prodigio Max handles the mountain running bookend. 

Mizuno Who amongst us doesn’t need a meditative moment now and again? Mizuno’s new shoe encourages a moment of reflection on the run, and is appropriately named the Zen. Having run in Japan in a cold rain during the Tokyo Marathon, meditation played no small part in completing the marathon distance. The Zen’s great foam, comfortable upper and distinctive look makes for a promising combination.

Nike Nike’s presence at TRE hearkens back to the early days of the show. It was evident in a bit more reserved approach (not always Nike’s style), as their company-wide reorganization places a greater emphasis on the running category. Nike certainly has the horsepower to make their running category great again, which will be necessarily enhanced through needed partnerships with running specialty. Their key personnel were making that message clear in Austin, and their core footwear – some truly iconic styles – will determine the effectiveness of this return.

NineTen NineTen is the number one domestic running footwear brand in Indonesia. The Haze is their plated racing shoe presented at The Running Event. The growth of footwear products for marathon performance has exploded in the past decade with no signs of stopping and on the right feet (and the left) the more options, the better. The science has validated the foams, the plates, and the specs, so who’s to say where the next sleeper brand is coming from.

On The progress of On’s very effective running line has spread to the mainstream in a big way, from the walking paths to the podium of the marathon majors. Is their robot manufactured marathon shoe the low hanging fruit of the brand? Perhaps, but very cool. The process on the big screen and attendant samples in their booth were mesmerizing. We have seen the process of computer aided manufacturing for a couple of decades and it is as fascinating now as when I taught Computer Programming — back at the turn of the century. It will be interesting to see where the On robot goes next.

Topo The brainchild of industry veteran Tony Post, the brand has steadily grown from one shoe to a lineup, focused on performance, quality and top-end value. Whether on the trail, road or in between, the Topo shoes have shown their performance and quality, which has given them a presence that builds with each season. This year they’ve added a taller stack shoe, the Vista, which features a 38mm stack height. Give the people what they want.

Tracksmith Taking inspiration from Ivy League running from a century ago, combined with modern materials, Tracksmith began with apparel and moved into footwear last year. The Elliott features supercritical PEBA foam and an old school ethos to recall the roots of the sport.

True Motion The German startup featured a small booth featuring several models of shoes with scientific data and performance to back them up. Released previously in Germany and some surrounding markets, the concept is based in science that has been affirmed by research studies at the University of Frankfurt, Germany.

Veloci A shoe with a story can make an impression — and Veloci has a story beginning with its founding by Rice University distance runner Tyler Strothman. While it looks like many of the tall stack shoes, the stack is intended to improve the ride for runners who need more balanced cushioning to handle the mileage needed for higher level performance. The 10 millimeter drop is easier on connective tissue than the 4 millimeter or 0 drop models of some brands. 

VJ  The trail shoes from VJ have gone through a transformation, which highlights the changes that are currently possible. That transformation is a makeover to a modern silhouette, while also improving performance, thanks to the ride afforded by the improved midsole geometry and upper fit.

X Bionic Known for their compression wear and socks, the German brand unveiled a sock/shoe concept that requires some thought to grasp the details. The socks and shoes complete the system and the shoe has a low profile and a snug fit. The tread appears to be low profile, but the ride challenges the feel of conventional shoes. Wear testing will bear out the rest of the story, but their compression wear has been a favorite.