The non-traditional nature of Altra started 10 years ago this month when the brand launched in Utah, born from founders looking to craft a new shape in running.
“We started calling it zeroing the shoe,” he says, hence the term zero drop.
Altra started with a road shoe, the Instinct, pre-launched in April 2011 ahead of the brand’s true August 2011 launch. “It’s just been an amazing 10 years of trying to encourage people to look at shoes differently,” Beckstead says. Altra isn’t minimalistic or barefoot; Altra is natural. The key components in the technology come from balanced cushioning, a zero drop from heel to toe. Across the 14 models, all have zero drop, but can range from a 21mm stack to as high as 33mm.
And even though the running industry is about 90% road and 10% trail, Altra maintains a healthy balance of about a 50-50 split on road and trail. “We dominate on the trail even though I would not define us as a trail company,” Beckstead says. “I would define us as a natural running brand. We are unleashing human potential by encouraging the world to move naturally.”
It was that Lone Peak that helped set Altra on its current course. The shoe received multiple awards in early 2012 and the brand has seen double digit growth every year since then, remaining the top shoe on the Pacific Crest Trail and Appalachian Trail for through hikers. One of the top-selling trail shoes in the industry, the Lone Peak now comes in a variety of styles, including a waterproof version.
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