Hylo, a running shoe brand focused on sustainability, announced the launch of its new model, the hylo AXIS, according to an April 29 statement. The announcement comes as the company continues to promote environmentally friendly practices in athletic footwear.
The expansion of Hylo’s product line matters because it addresses ongoing concerns about the environmental impact of running shoes while aiming to meet performance expectations for athletes and casual runners alike.
Alex A., Wholesale Director at Hylo, said the company began with three cofounders: Jacob Green, Michael Doughty, and Jorma. “Jacob… realized a lot of shoes just end up in landfills. With an environmental studies background, he just wasn’t very thrilled with all the research he was doing. So that led him to really want to start a brand.” Doughty brought experience as a professional football player dissatisfied with mass production practices in sporting goods. Jorma contributed expertise in product development.
Discussing who might benefit from wearing the hylo AXIS, Alex A. said: “One is just a runner looking for a workhorse mileage hog… But the second consumer is someone that has different issues. For example, Plantar fasciitis; they might have Achilles tendonitis… It’s more of a solution shoe.” He added that its supportive design and cushioning aim to help various types of runners without feeling excessively high off the ground.
Addressing concerns about whether sustainable materials compromise performance, Alex A. said: “You have to create a shoe that performs just as good or better than everyone else… from an energy return standpoint, from a grip standpoint, we actually score higher than the industry average.” He noted that bio-based midsoles perform well even in colder temperatures compared to synthetic alternatives.
Looking ahead at business strategy and partnerships within specialty running retail stores like Marathon Sports Inc., Alex A. emphasized education and relationship-building: “If we can educate everyone in the industry about our product technologies… that’s going to help us succeed.” He described personal touches from founders as part of their approach—”Our relationships with every person involved in the business… it goes to that level of detail which really makes a difference.”
