Altra Steps Into a New Era with Renewed Focus on Foot Health
DENVER (September 29, 2025) — Altra has always been a challenger in the running shoe industry and, today, with the launch of Altra Fit, the brand continues to disrupt industry status quo. Altra Fit is the company’s first global brand platform and the start of a multi-year investment to explore the power of the foot to unlock human potential. The initiative marks a new era for the brand under Creative Director Dani Coplen, who is reshaping Altra’s identity to highlight the connection between healthy movement and long-term performance.
“Runners are constantly promised faster shoes, but speed alone does not define success,” said Jen McLaren, President of Altra. “Altra Fit is about broadening the definition of performance. Longevity is part of the story, and we are making foot health a central theme of our brand so runners can continue to enjoy the sport for years to come.”
Unlike conventional footwear that narrows or elevates the foot, Altra has always emphasized designs that respect natural movement. Altra Fit carries that philosophy forward, spotlighting the role footwear can play in supporting healthier running mechanics and encouraging consistency over time.
“Altra started by breaking the rules of what a running shoe should look like,” said Dani Coplen, Creative Director at Altra. “With Altra Fit, we are doubling down on that challenger spirit. We want runners to know that performance is not just about seconds off a split, it’s about sustaining your running for the long haul.”
The rollout begins this fall with new creative campaigns, in-store experiences, and community activations with run clubs and specialty retailers. Athlete stories and expert perspectives will highlight how Altra’s approach to design supports both performance and long-term participation in the sport.
By centering its platform on the fit, it acknowledges the combined potential of the foot and the shoe. Altra is offering an alternative in an industry often focused on marginal speed gains. Altra Fit positions the brand around a simple belief: the best measure of performance is not just how fast you run, but how long you can keep running.
About Altra
Altra isn’t just a shoe. It’s a promise. It all started when we hacked the typical running shoe, challenging industry convention by opening the toe box so your feet could splay naturally. Born from a passion for innovation and natural running, Altra designs footwear in Colorado that helps runners move more naturally. The Altra Fit allows toes to spread for enhanced comfort, balance and strength, so you can Stay Out There™ for more miles and more years. #altrarunning #stayoutthere