Altra is ready to take the next steps on its journey.  Founded in 2011 by a group of crazed distance runners in the back of a run specialty store in Utah, the brand has been owned by VF Corp since 2018.

In those five years, VF has refined the design of the shoes, cleaned up its supply chain issues and helped Altra climb to be the number two trail shoe brand in the market.

Those moves have set the table for even further progress in 2025, according to Global Brand President Jen McLaren, who is promising a stronger brand story, innovation with women’s product and a stronger connection to specialty retail.

“Altra has always been known for comfort and foot health, but we believe we have a stronger story to tell,” McLaren told Trailheads. “We’re taking every opportunity to weave Altra’s story into the fabric of the runner’s journey, from our marketing campaigns to the education of our field service team members. By focusing on our selling points—like our pioneering zero-drop design and natural foot positioning—we make sure every interaction with Altra reinforces what sets us apart. Our story is not just about selling shoes; it’s about inviting runners into a movement that champions a healthier, more natural running form.”

Of course, the storytelling centers around product. Initially, Altra was known for its generous toe box and “zero drop” heel design. Those features won the brand a devoted following, but VF execs knew the appeal would need to broaden to grow the brand.

In the past year, Altra has rolled out two collaborations: one with VF sister brand SmartWool and another with Italian outdoor brand ROA.

The collaboration with SmartWool introduced a specialized cold-weather running collection featuring the Altra Escalante with a merino wool upper. The SmartWool collaboration was initially exclusive to REI and sought to elevate Altra’s design aesthetic with cold weather performance. The ROA collaboration merges high-performance with style, incorporating earth tones and alpine-inspired designs that appeal to both hardcore trail runners and those who appreciate the Italian-influenced design and colors.

McLaren says Altra’s product engine will continue to be fueled by Kylee Barton, who joined from Nike six months ago.

Kylee’s impact will be visible with our next major product release, the Experience Flow 2. Her approach, rooted in deep consumer insights, will bring a fresh perspective to Altra’s product line. You can expect to see innovations that reflect real-world feedback, as well as enhanced comfort and the natural running experience that Altra is known for.”

McLaren also expects Altra’s brand image to be enhanced by its athlete relationships, most notably Tara Dower, the ultramarathoner who in 2024 set the overall fastest known time on the Appalachian Trail, heading southbound.

“Tara Dower is not just an athlete; she embodies the spirit of what Altra stands for—perseverance, strength, and breaking barriers,” McLaren said. “We see Tara as a beacon of inspiration, demonstrating the potential within all runners. Tara’s involvement goes beyond traditional endorsements; she actively participates in community events, product feedback sessions, and campaign strategy, ensuring that our engagement with runners is authentic and deeply connected from end-to-end.”

The brand is also spending sponsorship money on a partnership with Cooldown Running Club, which McLaren calls  “a cornerstone of our strategy to engage with vibrant running communities.”

As the official footwear partner, Altra will be actively involved in club events, from product trials to major running events where the brand is counting on direct engagement with consumers. In addition, Altra will look to increase its partnerships with specialty retailers. “We’re looking to build and strengthen our relationships with retailers and doing whatever we can to get people outside and enjoying the outdoors.”

Trailheads: Tell us about your most recent outdoor adventure.

McLaren: My most recent experience wasn’t as a participant, but as a spectator. I got to watch my two sons, Jackson and Campbell, participate in Cross-Country ski races at the Winter Carnival in Steamboat.

Trailheads: And your bucket list experience?

McLaren: I am inspired by Tara Dower. I would love to hike the Appalachian Trail.