Altra Drops Zero-Drop

Amanda Furrer for Runner’s World:

Altra has released its first non-zero-drop model. Though the AltraFWD Experience is spec’d at just 4mm—that’s little more than the width of two stacked nickels—it marks a significant shift for the company.

I mean… yeah. This inevitable move is what we’ve all been waiting for for years, right?

“This is something that I’ve heard for almost 12 years since launching the brand: ‘Oh, I think it’s a really cool concept. I just can’t do zero drop.’ We’ve heard that forever,” said Brian Beckstead, who co-founded Altra with Golden Harper. “We’ve taken our time, we’ve done our research. I feel like we’ve really nailed it.”

Marketing translation: “Please try our shoes again, we’ve almost disappeared into obscurity.”

“You’re never going to see a Torin 4mm,” Beckstead said. “We’re very dedicated to keeping the AltraFWD Experience as its own silo.”

Marketing translation: “If this takes off, all bets are off, just wait.”