Why do we run?

Running is one of the most brutal, beautiful, and enlightening things we do.

And it teaches one profound truth:

**You, me, and every human being on this planet are capable of far, far, FAR more than we ever thought possible.**

Altra’s zero-drop platform and roomy toe box are designed to work in harmony with your feet. We help you move naturally, breathe deeply, and go further than ever before.

Brand Activation #1

Read in Case of Emergency

Mile 20 of a marathon.

Where legs give out and willpower runs on fumes.

Altra calls on its community to share the mantras that keep them going. We’ll bake them into plant-based fortune cookies and hand them out at mile 20 to help marathon runners break through “the wall” and finish strong.

Brand Activation #2

Arctic Aid Station

Recovery is part of progress.

Altra offers marathon runners a cold plunge post-race to reduce inflammation, grab a few beers, and build community.

Organic Social

Representation Matters.

It’s one thing to say, “Keep moving forward.”

It’s another to show it.

Altra spotlights real runners of color with real stories for inspiration that’s as real as it gets.

“Where to, Captain?”