There’s a new shoe brand in town! Hilma aims to revolutionize running shoes with its new fit technology.
Yesterday, a new brand called Hilma launched its first women’s running shoe using “mass personalization.” The brand was inspired by the notion that bras shouldn’t be one size fits all — and neither should running shoes.
Ultramarathon runner Brooke Torres founded Hilma, a women-focused brand, in 2019. At ultramarathon distances, Torres found the basic approach of other running shoes was not good enough. And it didn’t take her long to do something about it.
Her new brand is backed by some of the biggest performance brands in athletic footwear, including Jeanne Jackson, former president of Nike, and Jason Jacobs, founder and former CEO of RunKeeper.
And while Hilma is using mass personalization to