Hilma Wants to Make Running Shoes Better With Custom Fit, 45 Sizes

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 customize its shoes, other brands have made headway. One such brand is Currex Insoles, with its Insole Finder that uses artificial intelligence to help you find the right insole fit.

Thanks to the advancement of technology all around, we can expect great strides in footwear.

How It Works

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To start, the direct-to-consumer brand collects information like what type of running, walking, or hiking you plan to do in the shoes, as well as your typical shoe size and whether you tend to size up or down (or fall between sizes). Then, it collects info on fit (like which brands fit you best: HOKA vs. Brooks vs. Altra).

It asks about actual foot measurements, shoe widths, insoles, and loads of other sizing questions.

But the fit model for these shoes doesn’t stop there: The brand also asks about feel (equally as important as actual fit). It asks about heel slipping, blisters, toeboxes, cushion, bunions, arch support, and much more. It will also even ask about your body, including weight, age, and gender. 

Finally, the personalized fit questionnaire ends with asking about the most important features of shoes for you. Is it cushion, breathability?

Hilma Shoe Specs

  • Material: Eco-based material, including sugarcane-based EVA midsole
  • Fit: 3 fit models per size
  • Sizes: 45 available; 5-12 (including half sizes)
  • Price: $159
  • Weight: 9.7 oz.

Copy of Hilma Evergreen Side View

Overall, the website is straightforward and easy to use. The questions combine multiple choices, ratings, and likeness scales, along with open-ended options to add more information in case they missed something.

The survey does take some time to complete, but even if you aren’t an ultramarathon runner, it’s worth it to get a running shoe that’s tailored to your needs.

To get your hands on a pair, check out Hilma’s website, where you can enter your own information and have the website select the shoe that’s right for you. With over 45 sizes and tailored fit options, we’re pretty excited to try out a pair.

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