Trail running pulls road runners into the mountains — and brands are racing to keep up

Road runners are heading for the hills. Trail running — racing across unpaved natural terrain — is drawing mainstream attention after long being seen as the domain of professional athletes and a small circle of enthusiasts. Exposure through social media and entertainment programs has broadened its appeal to everyday runners.

Outdoor brands are moving quickly to capitalize on the trend, hosting their own competitions and rolling out dedicated product lines, according to industry sources Thursday. Trail running takes athletes across mountain terrain, unpaved paths and valleys, with elevation gain — not just distance — considered the key measure of a course's difficulty. In South Korea, Namsan in Seoul, Jeju Island and Gangwon Province have emerged as popular venues for trail running events.

The number of races and programs offering hands-on trail running experiences is also growing. The North Face held its "2026 TNF 100 Korea" in the Gangneung area of Gangwon Province last May and will host "Ppang Trail Run 2026" at High1 Resort in Jeongseon, Gangwon Province, this month. Last May, outdoor brand Rab hosted its "Running Crew 1st Namsan Trail Run," where 10 participants — selected from a pool that produced roughly 400 applicants per spot — ran a 3.5-kilometer uphill course around Namsan.

As trail running expands into a mainstream sport, competition among fashion and outdoor brands has intensified. Companies are building on their existing running and outdoor strengths to grow dedicated trail running lineups. New Balance, operated in South Korea by E.Land World, added a new franchise called "Level Trail" to its trail running shoe lineup this year, joining the two lines — "Hierro" and "SC Trail" — it had run last year.

The "Level Trail" is a low-stack trail running shoe designed for agility and stability. It features a FuelCell midsole for added propulsion and a gusseted tongue construction that secures the instep and midfoot during a run. A Vibram outsole allows the shoe to handle a variety of surfaces.

The expanding product range has driven sharp growth in the running shoe category. New Balance's overall running shoe sales grew 109 percent year-on-year last year, and the brand has maintained double-digit growth so far this year. "As interest in trail running grows, so does demand for shoes suited to mountain terrain," a New Balance official said. "We are expanding our trail running shoe lineup to offer not only the functionality needed for varied terrain but also aesthetic appeal."

Keen, operated by LF, entered the trail running market in earnest last August with the launch of its trail running shoe "Chique." The shoe was developed over roughly two years of research and real-world feedback from runners. The brand has continued to build out its trail running lineup, introducing "Roam" for the 2026 spring/summer season and "Wander" for the fall/winter season. Wander launched with a wider range of colors and styles and a larger initial inventory than the previous year, and most of that first shipment sold out within a week of release.

On Aug. 14, Keen opened its first standalone flagship store in South Korea, on Chilseong-ro on Jeju Island. The store targets customers who enjoy outdoor activities such as hiking and trekking, reflecting the character of the island.

Teton Bros. entered the running market last May with the launch of its trail running performance line, the "Strider Collection." The "2025 Strider Collection" accounted for 30 percent of the brand's total sales within a month of its release, with customers in their 20s and 30s making up about 48 percent of purchases. For this year's spring/summer season, the brand added products made with functional materials including Polartec Alpha and Polartec Powerdry Mesh, and expanded the lineup with lightweight windbreakers and other items.

Teton Bros. has also been deepening its ties with the running community. Since April, the brand has held running sessions in partnership with "mtl Hannam" and "mtl Hyochang," with the second session drawing roughly five applicants per spot during registration. After the sessions launched in earnest, sales rose 70 percent year-on-year in April and 30 percent in May.

Nike ACG released its long-distance, high-altitude trail running shoe "ACG Pickle Juice" after three years of development. The North Face recently unveiled a new trail running collection spanning trail shoes, performance apparel and running vests. Dynafit pre-launched in South Korea its carbon-plate trail running shoe "Ultra DNA 2," ahead of its official spring/summer 2027 release. Black Yak launched its ultra trail running shoe "Sky Web VTR," developed with input from top domestic trail runner Lee Gyu-ho, a Black Yak brand ambassador.

Brands are also taking their activities overseas. Kolon Sport will host its first international trail running race, "Kolon Trail Run Bhutan 2026," in Bhutan from Oct. 28 to Oct. 31, following its first domestic trail running event held in Hoengseong, Gangwon Province, last April. The race follows a single 40-kilometer course departing from Paro, Bhutan's former capital, crossing a summit at 4,000 meters above sea level and finishing in the capital, Thimphu.

"As interest in trail running rises, we are extending the technology and strengths we have built up in the outdoor space into trail running," a fashion industry official said. "Brands will strengthen their push into the market by offering products tailored to varied terrain and performance levels, and by connecting runners' real-world experiences with community."