Altra
VF Corporation · United States
Altra is an American running footwear brand founded in 2009 and known for its Zero Drop platform and wide Footshape toe box. It has been owned by VF Corporation since 2018 and is based in Denver.
| Founded | 2009 |
|---|---|
| Founders | Golden Harper, Brian Beckstead, Jeremy Howlett, Quirl Jacob Hansen |
| Owner | VF Corporation (since 2018) |
| Headquarters | Denver, United States |
| Known for | Zero Drop running shoes |
| Website | altrarunning.com |
What is Altra?
Altra, originally Altra Footwear, makes road and trail running shoes plus a casual line. Since 2016 it has also sold running and hiking apparel including jackets, shorts, shirts and socks.
History
The brand was founded in 2009 by Golden Harper, Brian Beckstead, Jeremy Howlett and Quirl Jacob Hansen. Harper began modifying running shoes in Orem, Utah, and sold them through his father's store. Altra entered North America in 2011, the year Icon Health and Fitness took ownership. VF Corporation completed its acquisition in June 2018. The sources consulted do not report a later sale, so VF Corporation is shown as owner.
Products and positioning
Altra is built around two design ideas: Zero Drop, meaning the heel and toe sit at the same height, and the Footshape toe box, designed to let toes spread naturally. The brand sits in the premium specialty running tier.
Altra and technology
Altra has offered connected footwear under the Altra IQ and Torin IQ names, which are described as smart shoes.
Business model and distribution
The brand sells through specialist and outdoor retailers and online. REI began selling its shoes in 2016, and the company has reported more than 1,500 retailers worldwide. Jen McLaren became brand president in April 2023.
Why it matters
Altra helped popularise foot shaped, zero drop running shoes and is one of the few challenger footwear brands to be absorbed into a large diversified apparel group.
Frequently asked questions
Who owns Altra?
Altra is owned by VF Corporation, which completed its acquisition in June 2018. Icon Health and Fitness had owned it from 2011.
What is Altra known for?
Altra is known for Zero Drop running shoes, where heel and toe are at the same height, and for its Footshape toe box.