Swedish outdoor brand Craft Sportswear has introduced four new trail- and road-running shoes to its award-winning footwear line for Fall/Winter 2025. The newcomers—Nordlite Ultra Pro, Xplor Pro, Xplor 2 (above), and Pacer 2, available in both men’s and women’s—combine cutting-edge performance technology with sleek Scandinavian design aesthetics to give runners comfort, support, and style whether they’re hitting a mountain trail or logging miles on city streets.
“This launch is the clearest expression yet of our running vision,” says Jake Rawson, CEO of Craft Sportswear North America. “It’s a complete range across road, trail, and gravel. Each style is purpose-built for its environment, but together they form a lineup and rotation that meets the reality of modern running.
“We know runners don’t stay confined to one surface,” he adds. “They flow between road, trail, and everything in between. That’s why we’ve built a complete lineup that performs across all terrains, with gravel at the heart of our innovation. Through our partnership with Vittoria, we’re bringing world championship tire technology into our products. We love it because it reflects the way people actually move across different surfaces.”
Rawson is referring to Craft’s collaboration with Vittoria S.p.A., an Italian manufacturer of tires for both road and mountain bikes, which debuted its first collection in 2024 and marries gravel tire tech with running tech to produce footwear with better stability and traction on uneven surfaces ranging from loose, dry soil to mud. The new Xplor Pro, Xplor 2, and the Nordlite Ultra Pro all feature a Vittoria traction outsole with a tire-inspired tread pattern for exceptional grip and control.
“Vittoria’s tire technology is reshaping what’s possible underfoot,” says Rawson. “We’ve translated race-proven compounds and traction patterns into running, creating something genuinely new and unique to Craft. Vittoria are amazing partners, and the fish-scale edges and progressive siping from their championship gravel tires had me sold on that tech from day one.”
Craft’s new road and trail shoes also embody the brand’s commitment to efficiency and durability, with advanced features like reinforced uppers that combine breathability and durability, as well as midsoles designed for extra rebound and energy return. “Whether a runner is seeking flow on asphalt, security on technical terrain, or freedom on gravel, they’re covered” with the brand’s newest offerings, says Rawson. “It’s a collection designed around the runner’s full experience. Plus, all our shoes now feature our new Craft Endurance Fit, which transforms the feel and performance. This is a direct result of listening to our customers.”
Before they ever reach the feet of consumers, however, “Our products go through some pretty serious testing from our team before they ever reach the consumer,” says Rawson. “Every shoe we make is tested and refined by our elite run team. This includes athletes like Tim Tollefson and David Laney, who are also employees of Craft, plus incredible runners like Mary Denholm, who won the 2024 Leadville with the second-fastest time in race history; Tommy Rivs; and Ida Nilsson, who just finished 4th at Western States in a new prototype that will hit the market next summer. We are lucky to get real feedback from world-class runners who care deeply about product performance.”
The authenticity that comes from real athletes wearing and validating Craft product is part of the brand’s DNA, says Rawson. It’s also the foundation of the company’s marketing strategy, as it seeks to expand its reach among American consumers. “We’re building patiently and deliberately, with a focus on authenticity and making every interaction count,” says Rawson. “Rather than chasing scale, our priority is to connect with the right athletes and communities—runners who value versatility, innovation, and a brand that reflects their lifestyle.”
For example, Craft will be the title sponsor of The Mammoth, a new 210-mile ultra-endurance race taking place Sept. 26–30, 2025, in Mammoth Lakes, CA. The sponsorship builds on the brand’s existing relationship with Mammoth Trailfest, a multi-day running festival directed by Tollefson and meant to increase access to trail running, also held in September.
“Tim has built something really unique and special in his hometown,” says Rawson. “It’s a perfect example of how we want to connect with the community authentically. This isn’t just about brand visibility, it’s about supporting events and people that reflect our values and give us the chance to interact directly with the runners who inspire everything we do. We’re establishing our footing in the U.S., one authentic connection at a time. By 2026, we want runners in the U.S. to see Craft as a trusted brand for their entire journey, road, trail, and gravel, with gravel as the space where our innovation is most visible.”
Xplor Pro
Xplor 2Pacer 2
Nordlite Ultra Pro
The post Craft Sportswear Debuts New Running Collection appeared first on Footwear Plus Magazine.
