Altra Running

Golden Harper cut up and altered different brands of running shoes to design a better performing shoe, which was later named "Zero Drop." The name refers to the lack of height differential between the shoe's heel and toe area.[9]

Harper, along with early co-founder Brian Beckstead and business partners Quirl Hansen and Jeremy Howlett, demonstrated their new design to various footwear companies with little success, so they decided to start their own company. "Altra Footwear" was launched in 2009, partnering with Pulse Labs, an engineering firm at Brigham Young University, and with contract manufacturers in Asia.[1][6][9][10]

Harper chose the name "Altra" based on the Latin word "altera", which means "to fix or mend something that is broken."[7]

The company was acquired in March 2011 by ICON Health & Fitness, a developer, marketer, and manufacturer of fitness-related products.[11]

In April 2017, the company announced a partnership with the Utah State University Outdoor Product Design and Development (OPDD) program. The purpose of the partnership will be to create a "Altra Running Lab" to provide expertise to participating as well as internship opportunities. The OPDD students will also be able to design and develop shoes, apparel, and other sports related products in a laboratory setting.[12]

In June 2018, VF Corporation completed the acquisition of Altra.[13]

Side view of an Altra trail running shoe, which highlights a feature of all Altra shoes where the heel and forefoot are the same distance from the ground.

Golden Harper, founder of the company, noticed that the stride and gait of barefoot runners changed when the runners wore traditional running shoes.[14] He suspected that the heel height of most running shoes was too high as compared to the height of the mid-foot or toe. At this time, Harper was working at his father's shoe store called "Runner's Corner", in Orem, Utah and he began modifying traditional running shoes by cutting them open, removing padding from the heel, and then using a toaster oven and glue to put the shoes back together.[15]

Harper recruited local runners and store employees to test out prototype shoes where the heel and forefoot were the same distance from the ground. The design proved to allow a more natural running experience where footfalls are in the mid to forefoot area instead of the more typical heel strike. Harper called this design "Zero Drop".[14]

Word spread about these hacked shoes among the local running community, and Harper began selling them from his father's store. He commissioned a local cobbler to make 1,000 pairs, but soon sold out.[7] After failing to interest established footwear companies, Harper took the idea for the shoe to venture capitalists and former Nike designers. The shoe quickly went from a back room operation to an established brand with international production. Altra first entered the North American market in 2011, and won the Runner's World Magazine's 2012 Editor's Choice Best Debut award.[16] By September 2013, Altra Footwear was at 300 percent annual growth rate and opening in 25 to 30 new markets.[9]

Each year since 2011, Altra Running has doubled their sales revenue and over 1500 retailers are now selling their zero-drop, foot-shaped toe box shoes. Outdoor recreation gear and sporting goods Retailer REI started selling Altra Running shoes in the past year.[17]

Altra has also introduced a casual shoe line that are designed to be worn in the office or around town. The brand is looking to use social media, running event sponsorships, and TV advertising to reach new customers.[17]

Altra sponsoring a demo run of their shoes at the Marathon Sports store on Boston

Every Altra shoe features a Footshape™ toebox that is not necessarily wide, but rather shaped like a healthy foot in a sock. All models of their shoes have ZeroDrop™ which means that the heel and toe are designed to be at the same height. They offer both neutral and stability shoes for men and women with a variety of cushion levels. [18]

The men's version and women's version of each shoe model is built using gender-specific templates to accommodate anatomical differences. Altra calls this Fit4Her™ on the ladies side, and is the only running shoe brand to do a female specific fit line wide.[7]

Altra has sponsored many prolific trail and ultra races within the United States, including the Western States Endurance Run, held each year in Squaw Valley, California[23] and the Hardrock Hundred Mile Endurance Run. which starts and ends in Silverton, Colorado.[24]

In December 2016, Altra sponsored an event to break the world record for the fastest 50 miles (80 km) on a treadmill. Jacob Puzey beat the previous record by more than an hour, running the fifty mile distance in four hours, fifty-seven minutes, and forty-five seconds.[25]

• Runner's World "Editors Choice", Escalante, (2017)[26]
• Gear Junkie "Gear of the Year 2015", Lone Peak Neoshell, (2015)[27]
• Runner's World "Editors Choice", Superior 2.0, (2015)
• Men's Journal "Best Trail Running Shoes of 2015," The Lone Peak Neoshell, (2014)[28]
• Runner's World "Editors Pick" Trail Shoe, The Lone Peak 1.5, (2013)[29]
• Competitor Magazine Most Innovative "Best Ride", Superior, (2012)[30]
• Competitor Magazine Editor's Pick, The Lone Peak, (2012)[31]
• Runner's World "Best Debut", The Instinct, (2012)[32]
• Competitor Magazine Editor's Pick for Innovation of the Year, The Instinct, (2011)

• Official website