Boston-based running brand Tracksmith is stepping off the pavement for the first time, launching its Overland Collection, a dedicated trail running line, Aug. 11.
Why it matters
Tracksmith has built its reputation on heritage-inspired road and track gear. This move taps into the fast-growing U.S. trail running market, positioning the brand against performance leaders like Salomon, Hoka, and The North Face, but with a sharper eye for style.
What’s happening
- The collection’s centerpiece is the Eliot Range, a technical trail shoe with a full Merino-wool bootie, lightweight shell, and custom Vibram outsole for steep climbs, loose rock, and slick descents.
- Teasers hint at a focus on comfort and durability without sacrificing Tracksmith’s signature understated look.
- The range debuts in Tracksmith’s Boston, New York, and London stores before the global online launch.
The bigger picture
- Founded in 2014, Tracksmith’s co-founders, Matt Taylor, a former Puma marketing executive, and Luke Scheybeler, Rapha’s co-founder, rejected flashy sports branding in favor of New England-inspired color palettes and minimal logos.
- The brand built its identity around serious amateur runners, backing community efforts like the Amateur Support Program and Tracksmith Foundation.
- Until now, its footwear focus has been the road-oriented Eliot Runner.
By the numbers
- Trail running participation in the U.S. has risen steadily for more than a decade, according to the Outdoor Industry Association.
- Gear sales in the category have seen year-on-year growth, reflecting a broader shift toward outdoor recreation.
What to watch
The Overland Collection marks Tracksmith’s bid to expand beyond its East Coast and road-running roots. If the Eliot Range delivers on performance and style, it could carve out a niche in a market dominated by function-first brands.
