Archives: Press Releases

WALTHAM, Mass. (Feb. 5, 2026) — Marathon Sports announced the acquisition of six03 Trail Races and the Cranmore Mountain Race, expanding the company’s long-term investment in trail running in New England. The company also announced more than $100,000 in total prize money across its New England trail race portfolio for 2026.

The acquisition includes the full six03 Trail Races portfolio:

• Dickson’s Revenge
• Kismet Cliff Run
• Loon Mountain Race
• Ragged 75 (Stage Race and 50K)
• Sunapee Scramble
• Vulcan’s Fury

Together with the Cranmore Mountain Race, these events span classic mountain efforts to ultra-distance formats to form a well-established slate of trail races in New England.

Tom Hooper to Lead Marathon Sports Trail Running Initiative
As part of the acquisition, six03 founder Tom Hooper will join Marathon Sports to lead its Trail Running Initiative. In this role, Hooper will oversee the expansion of Marathon Sports’ trail presence, including race stewardship, trail-specific retail locations, a trail racing team, curated trail running experiences, and the identification and development of best-in-class trail running product.

“New England has everything it needs to become a major destination for trail running,” said Hooper. “The terrain, the history, and the community are already rooted in the places that make this region special. This partnership allows the races to grow thoughtfully while building something bigger that supports trail runners through events, retail, experiences and product.”

Prize highlights across the New England trail race portfolio

Marathon Sports has worked closely with its partners to amplify each race and offer robust prize purses. Key updates include:

• Sunapee Scramble – Host of the 2026 USA Mountain Running Championship, sponsored by Brooks, with a $30,000 total prize purse
• Ragged Mountain 50K and Ragged 75 Stage Race – Sponsored by Altra, with a $30,000 and $5,000 prize purse, respectively
  Loon Mountain Race – Sponsored by Darn Tough, with a $20,000 prize purse
• Kismet Cliff Run – Sponsored by Merrell, with a $20,000 prize purse
• Vulcan’s Fury – Sponsored by La Sportiva, with a $7,500 prize purse
• Cranmore Mountain Race – Sponsored by La Sportiva, with a $7,500 prize purse

“This region is defined by the beauty and ruggedness of the White Mountains and the Berkshires,” said Ben Cooke, president of Marathon Sports. “We believe New England deserves to be recognized globally as a premier trail running destination. Marathon Sports is the natural partner to take on that challenge by supporting these races, investing in trail communities and building a platform that elevates trail running across New England.”

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About Marathon Sports
Founded in 1975, Marathon Sports is New England’s trusted running hub – blending expert service, premium products, and deep community roots. With 28 locally owned and operated stores across the region, Marathon Sports connects runners to the gear, knowledge, and experiences that inspire movement. From road and trail to track and beyond, we celebrate the culture of running through events, storytelling, and partnerships that bring people together. Every visit, every fitting, and every conversation reflects our belief that running is more than a sport – it’s a community.

MINNEAPOLIS (February 4, 2026) — This August, Outdoor Retailer, the national gathering for the U.S. outdoor industry, will debut the Wild Reach Initiative, a program embedding 150 outdoor-focused creators directly into the event. Designed for a moment when audiences are increasingly tuning out automated content, the initiative brings creators and brands together on the show floor to capture real experiences, real reactions, and real stories as they unfold.

At a time when audiences are craving authenticity, this platform transforms the trade show floor into a dynamic stage where creators and brands collaborate to capture raw, unscripted moments. From real-time reactions to compelling stories, influencers bring energy, engagement, and a human touch that resonates deeply with audiences, making every interaction meaningful.

“This isn’t just an addition to our programming; it’s a fundamental reimagining of what a trade show can be,” said Lindsay Hubley, senior vice president of the Sports & Outdoor Division at Emerald, Outdoor Retailer’s parent company. “This approach amplifies the energy of what’s happening in Minneapolis far beyond the convention center. It provides a unique opportunity for the show floor, where attendees discover products firsthand, ask questions, test features, and share those moments in an authentic, personal voice, creating a level of engagement and storytelling not seen from Outdoor Retailer in a long time.”

Creators will work alongside exhibiting brands through a Passport Program designed to drive deep product discovery. The focus is on real-world utility and performance, not scripted promotion. Brands gain direct access to contributors for product education, launch moments, and connections rooted in personal, firsthand interaction.Outdoor Retailer is selecting a technology partner to support the initiative, including content aggregation, amplification, and real-time reporting on reach and engagement, giving brands visibility into how their stories connect with audiences during the event.

“The program delivers timely, event-driven show-floor content capturing the energy of the moment,” continued Hubley. “Brands leave with a library of honest content born onsite, ready to share across their own channels.”

About Outdoor Retailer
Outdoor Retailer is the leading U.S. business event for the outdoor industry, bringing together retailers, manufacturers, designers, distributors, and industry advocates to conduct the business of outdoor recreation. Through face-to-face commerce, product launches, education, and digital solutions, Outdoor Retailer supports connection and the continued growth of the outdoor recreation economy. Visit outdoorretailer.com for more information.

Media Contact: Chris Goddard, CGPR, chris@cgprpublicrelations.com (781) 640-8387 or marybeth@cgprpublicrelations.com

 

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Amsterdam, Netherlands [Feb. 3, 2026] — VALLON, the independently-owned performance eyewear brand known for classic aesthetics, modern performance and sustainable design, is expanding its North American presence with a dedicated six-person sales team, now covering key regions across the United States and Canada.

The new brick-and-mortar strategy builds on VALLON’s success as a primarily direct-to-consumer (DTC) brand, by growing its retail presence with independent outdoor, optical and specialty sunglasses retailers.

“We’ve built amazing awareness through strong brand marketing, and social media campaigns that have resulted in customers asking for VALLON in stores,” said Ben Peters, Vice President of Sales and Development for North America at VALLON. “Our expanded sales team is about turning that increasing demand into long-term partnerships with specialty retailers across North America.”

VALLON has built a loyal following by blending silhouettes inspired by past decades with high-performance optics for skiing, climbing, cycling, trail running, sailing, and everyday use. VALLON’s founding frame, Heron Glacier, features a round silhouette and leather side shields inspired by the original glacier glasses from the early 1900s. Today, the collection includes 70s-inspired aviators for Ski, Surf, and Moto, as well as 80s-inspired styles such as the Watchtowers.

VALLON’s sales strategy focuses on independent outdoor and optical retailers that want to diversify assortments with smaller, design-driven brands that resonate with style conscious and sustainability-minded customers. With consumers increasingly gravitating toward niche, story-rich labels, VALLON offers retailers a point of difference, and a compelling alternative to legacy competitors.

For more information about VALLON and its full collection of performance eyewear, visit www.vallon.com. For sales questions and inquiries, email Ben Peters at ben@vallon.com.

 

About VALLON

Original eyewear that combines classic style with maximum performance. Like Tarantino, we like to pay homage to the past when creating something new. We design highly technical and innovative eyewear infused with a whole lotta soul, offering great value gear that also cleans up plastic waste with every pair sold. Trusted by explorers, adventurers, and outdoor enthusiasts around the world, VALLONs have crossed the oceans, traversed every continent, and reached the world’s highest peaks. Protect your eyes in style #theVALLONway.

Follow us on social media

Instagram: @vallon_official

#ClassicStyleMaximumPerformance #theVALLONway

HO CHI MINH CITY, Vietnam (Feb. 3, 2026) – Cirql®, a leader in sustainable materials for the global footwear industry, has published its Cirql® rTPU30™ and Cirql® rTPU50™ product life cycle assessments (LCAs) in partnership with Carbonfact.

The LCA report for Cirql® rTPU50™ shows particularly impressive results. Footwear manufacturers and brands can achieve a significant reduction in carbon emissions by choosing Cirql rTPU50 over a virgin TPU material. From a materials standpoint, Cirql rTPU50 delivers a 39% reduction in total carbon footprint vs the virgin TPU baseline.

Carbonfact, one of the most trusted names in footwear LCAs, partnered with Cirql to deliver reliable assessments based on actual factory performance data. Carbonfact’s LCA and carbon-accounting platform is built specifically for fashion and footwear, enabling brands and suppliers to run detailed, product-level LCAs at scale, in line with standards such as the Greenhouse Gas Protocol and PEFCR.

We are thrilled with the quality of these LCA reports from Carbonfact,” said Matt Thwaites, Vice President and General Manager of Cirql. “Many companies rely on proxies and generic datasets for LCAs, leading to rough estimates. We didn’t. Amidst an increasingly complex global regulatory landscape, Carbonfact’s platform allows us to measure the footprint of Cirql’s materials solutions with a level of detail and rigor that matches our ambitions for impact and transparency.”

By partnering with Carbonfact, Cirql will generate third party-verified, granular environmental data for its circular materials, giving brand partners a clearer, science-based view of impact from raw materials through end-of-life.​ Together, Cirql and Carbonfact achieved unmatched accuracy for midsoles made with supercritical injection foaming.

A top initiative at Cirql is to serve as a trusted and transparent strategic partner for brands facing new and existing regulations across the globe. As part of its partnership with Carbonfact, Cirql makes sustainability data more accessible and actionable to footwear brands. Through the Carbonfact platform, footwear brands can access Cirql’s verifiable environmental data and LCAs.

Carbonfact’s platform automates product LCAs across entire assortments, handling complex products with multiple components, sizes, and sourcing scenarios, and uses AI to fill data gaps while relying on a large library of footwear-specific emission factors. All LCAs shared via Carbonfact’s supplier platform are verified by the company’s in-house science team, ensuring data is credible and comparable for the brands that evaluate and adopt new materials like Cirql’s.

Cirql, a subsidiary of OrthoLite, was recently acquired by Coats Group plc, a world-leading Tier 2 supplier of critical components to the apparel and footwear industries with an industry-leading track record in sustainability. Coats completed its acquisition of OrthoLite in October 2025, marking a significant step in the company’s ambition to help shape the future of the global apparel and footwear supply chain through innovation, sustainability, and digital technologies that improve quality, efficiency and performance. For additional brand information, please visit CirqlInnovations.com.

 

About Cirql®

Cirql®, a subsidiary of OrthoLite®, is focused entirely on developing scalable and less impactful finished component and material solutions for footwear. Cirql offers finished components and premium materials that are either industrially compostable/biodegradable or fully recyclable made in the Cirql factory, which is GRS-certified. Cirql’s mission is to keep shoes out of landfills and with Cirql rTPU30, rTPU50, Cirql Zero, Cirql Zero36 and future product introductions, footwear brands and their factory partners have more material optionality to reach their own climate goals. Stay up to date with company news by visiting CirqlInnovations.com and following the brand on Facebook, Instagram, LinkedIn, and YouTube.

About Coats Group plc

Coats is a world-leading Tier 2 manufacturer and trusted partner for the apparel and footwear industries. The company delivers essential materials, components, and software solutions that help its customers grow, compete and win. With over 250 years of industry expertise, Coats is shaping the future of the apparel and footwear supply chain through insight-led innovation, impactful sustainability practices, and digital technologies that unlock better product quality, efficiency and performance. Headquartered in the UK, Coats is a FTSE 250 company and a constituent of the FTSE4Good Index. In 2024, the company generated $1.5 billion in revenue and employed 16,000 people worldwide—all united by a spirit of innovation, quality and service. Learn more at www.coats.com or follow Coats on LinkedIn.

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COSTA MESA, Calif. [Feb. 3, 2026] — Popfly announces that Mount, the travel platform discovering the world’s best hidden gems, will join its platform for adventure brands. The move integrates Mount’s vibrant travel creator community and network of brands, hosts, and tour operators into Popfly’s fast growing network, strengthening its mission to help brands, creators, and beyond collaborate more meaningfully.

Founded on the belief that travelers trust real stories over traditional advertising, Mount built a community of Airbnb hosts, experience operators, and travel creators whose content reached more than 50 million travelers each month through organic, creator-driven distribution. By joining Popfly, Mount’s customers gain access to the full Popfly ecosystem, from creator discovery and collaboration tools to insights, reporting, and scalable creator‑led growth infrastructure.

“Mount proved that authentic storytelling drives real demand for travel experiences,” said Madi Rifkin, founder of Mount. “By joining Popfly, we can bring that model to more travel and short-term rental businesses, especially those who want to work with creators but don’t know where to start.”

Popfly simplifies creator collaboration, and provides everything brands and local businesses need to run top creator programs. The platform offers tools to discover aligned creators, collaborate on content in real-time, and manage relationships, payments, and deliverables in one place. With Mount joining, this opens the door for travel and short-term rental businesses to engage in the creator economy.

As part of the transition, Mount founders Madi Rifkin and Casey Evans, will take key positions with the Popfly team to continue advancing creator-led storytelling for brands, creators, and communities. Their leadership ensures Mount’s community, partnerships, and mission will continue to grow and thrive within Popfly’s platform.

“We’re excited to welcome Mount to Popfly,” said Taylor Hoekstra, Founder and CEO of Popfly. “By combining Popfly’s infrastructure with Mount’s network, we’re moving creators beyond one-off collaborations and into durable ecosystems where trust, content, and revenue compound. The outdoor and travel economy is inherently physical, and we believe every local business or experience can become a real-world node—something creators collaborate with, communities visit, and brands activate.”

From surf shops to ski resorts to coffee roasters, Popfly is turning local life into the next frontier of social commerce.

“By joining forces with Mount, we’re taking a major step towards connecting the creator economy to the physical world,” added Hoekstra. 

About Popfly:
Popfly is redefining digital storytelling in the outdoor space, empowering creators and brands to thrive in the rapidly evolving creator economy.

For immediate questions or interview requests, please contact popfly@verdepr.com.

LONDON / NEW YORK — [February 3, 2026] — Ocean Bottle is bringing a new option to U.S. consumers with GO Clear, its first transparent reusable water bottle, made with Tritan™ Renew, 50% recycled plastic. Every bottle sold funds the collection of 1,000 ocean-bound plastic bottles, helping prevent plastic from reaching the sea. GO Clear will be available February 3 at REI.com, in stores, and on February 9 at oceanbottle.co, priced at $26.00.

Designed for everyday use, GO Clear combines practical features with a clean, simple look:

• High-flow straw lid with soft silicone mouthpiece and flip-top design
• 24-ounce capacity fits standard U.S. car cup holders
• Dishwasher safe for easy cleaning
• 10-year warranty, built to stay in use, not in a landfill

“Clear bottle. Clear purpose,” said Nick Doman, co-founder and CEO of Ocean Bottle. “GO Clear is built to move with you. Lightweight, tough, and simple; it’s a bottle you can rely on every day, whether you’re at your desk, in the car, or out on a hike. We designed it to be as practical as it is durable, so people can drink more water and make better choices for the planet without thinking twice.”

Ocean Bottle works with plastic collectors in coastal communities worldwide, providing stable income, healthcare, and education. Collaborations with organizations including Plastic Bank, Plastics for Change, and CleanHub have supported more than 8,000 collectors across Brazil, Egypt, Ghana, India, Indonesia, Kenya, and the Philippines.

With plastic pollution projected to triple by 2040 without action, Ocean Bottle shows how daily habits, like drinking water, can contribute to a measurable impact on the environment.

About Ocean Bottle
Founded in 2019 and headquartered in London, Ocean Bottle is a B-Corp certified social-impact brand that fights ocean-bound plastic. Each product sold funds the collection of 1,000 plastic bottles, while supporting coastal communities with access to healthcare, education, and financial security. To date, Ocean Bottle has prevented over 2 billion plastic bottles (about 53 million pounds) from entering the ocean. Read the 2024 impact report and visit oceanbottle.co to learn more.

Media Contact
Genny Boots, genny@cgprpublicrelations.com

DENVER, CO (February 2026) — At a time when performance running is dominated by carbon plates, stacked foam, and engineered propulsion, Altra Running is redefining what it means to reach a “new high.”

Today, Altra announces the launch of Experience³, a collection built on a simple but contrarian belief: the most powerful performance gains don’t come from lifting runners off the ground, but from strengthening what connects them to it. By prioritizing natural foot function, Experience³ is designed to build stronger, more capable feet, giving runners greater control, confidence, and longevity in how they move.

Built in trail running and proven at the highest levels of endurance competition, Altra has earned credibility by designing shoes that work with the body. Now one of the fastest-growing brands in performance footwear, Altra is applying that trail-tested philosophy more broadly—bringing durability, control, and natural movement to runners across road and trail alike.

“When your feet are doing what they’re designed to do, the rest of the run gets quieter,” said Kylee Barton, Head of Product at Altra. “With Experience³, we weren’t chasing artificial lift or propulsion. We focused on creating a smooth, responsive and stable foundation so runners can stop compensating and start experiencing that effortless, locked-in feeling people chase when they run.”

The Experience³ Collection pairs a 4mm drop platform with Altra’s signature Roomy Toe Box, creating a more approachable entry point into natural foot positioning. Designed to support natural biomechanics, it’s built for runners who value longevity, strength, and connection—not just speed.

The Experience³ Collection includes:

• Experience Flow 3 (Road): $145
  A lightweight, responsive and cushioned road shoe built for everyday miles and rhythm-driven runs, delivering smooth turnover without forcing pace.
• Experience Flow ST (Road Stability): $150
  The Experience Flow’s lightweight comfort with added GuideRail™ technology for gentle medial guidance; offering a euphoric, stable and effortless ride to stay out there longer.
• Experience Wild 3 (Trail): $150
  A nimble, confident trail shoe designed for varying terrain, balancing agility and control so runners can stay composed on any adventure.
• Experience Wild 3+ (Trail): $165
  A more rugged trail option featuring a Vibram® Megagrip outsole with Traction Lug and an integrated toe bumper for durability and confidence in demanding environments.

“Running is a vibe, and that vibe is always changing,” said Reyna Alishio, Head of Brand and Global Marketing at Altra Running. “With this collection, we wanted to give runners more control over how their run feels. When your shoes work with your body, you’re free to shape the experience—whether that means pushing harder or easing into the flow.”

The Experience³  Collection will be available beginning February 2026 at altrarunning.com and select retailers globally.

About Altra

Altra isn’t just a shoe. It’s a promise. It all started when we hacked the typical running shoe, challenging industry convention by opening the toe box so your feet could splay naturally. Born from a passion for innovation and natural running, Altra designs footwear in Colorado that helps runners move more naturally. The Altra Fit allows toes to spread for enhanced comfort, balance and strength, so you can Stay Out There™ for more miles and more years. #altrarunning #stayoutthere

 

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Bend, OR – February 2, 2026 – BRANWYN, the women’s seamless Merino Performance Innerwear and activewear brand, has been named to The Lead’s 2026 Foremost 50 List, an annual power list recognizing breakout challenger brands shaping the future of consumer industries.

Curated by The Lead, a research-driven media company, the Foremost 50 List showcases fast-growing brands across fashion, beauty, home, and consumer sectors that are redefining established categories through innovative products, differentiated go-to-market strategies, and a clear vision for the industry’s future. Honorees are selected for their ability to create new value for consumers and drive meaningful change within their category.

BRANWYN has been recognized for its pioneering approach to women’s performance apparel, blending high-content ZQ Merino with a first-ever seamless construction to create innerwear and activewear designed to support women’s health and active lifestyle. Since launching in 2019, the brand has built a loyal following by offering technical, non-toxic alternatives to synthetic innerwear, activewear, and baselayers, without compromising on comfort, durability, or performance.

“This recognition reflects our commitment to engineering technical performance apparel from natural fibers, applying advanced seamless knitting to meet real performance demands, ” said Deanne Buck, CEO of BRANWYN. “We’re proud to be reimagining women’s next-to-skin innerwear and activewear with premium Merino wool, modern design, and a focus on how women actually live and move.”

The Foremost 50 honor reflects BRANWYN’s ability to breathe new life into the active apparel space, offering women versatile, performance-forward pieces that move effortlessly from daily wear to active pursuits. With a focus on longevity, comfort, and thoughtful design, BRANWYN is part of a new wave of brands challenging fast-fashion norms and reshaping expectations around what performance apparel can look and feel like.

The full 2026 Foremost 50 List is available at https://the-lead.co/the-foremost-50. For more information on BRANWYN, please visit www.branwyn.com or direct media inquiries to Stacy Kline at stacy@darbycommunications.com.

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About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining a first-ever blend of ZQ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations that foster a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.