{
  "id": 16049042,
  "title": "Why this athletic training shoe startup thinks it can run with the big boys like Nike and Adidas",
  "url": "https://urgent.news/2026/10/22/why-this-athletic-training-shoe-startup-thinks-it-can-run-with-the",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-22T12:47:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91627622/unsung-shoe-startup-take-on-nike-with-snapback-trainer"
  },
  "original_language": "en",
  "account": "The athletic footwear market is highly competitive, with brands like Nike, Adidas, Under Armour, New Balance, and newer entrants like Hoka and On Cloud catering to athletes of all types. However, a group of former athletes and footwear industry veterans believe there's room for improvement in the market. This belief led to the creation of Unsung, a Boston-based company founded by Dennis Baldwin, Jody O’Neill, and Brianna Henley. Over the past two years, they've developed and tested a new type of training shoe called the \"Snapback Trainer,\" tailored for young athletes engaged in sports that require lateral, explosive movements, such as hockey and lacrosse.\n\nBaldwin, O’Neill, and Henley noticed that existing training shoes, primarily running shoes, didn't adequately support the specific needs of young athletes. They needed a lightweight, responsive shoe that could withstand lateral movements, explosive actions, and heavy loads. The team's research and consultations with coaches and trainers specializing in young athletes confirmed their suspicions. These experts unanimously agreed that there was no shoe designed exclusively for athletes training for sports, despite the market's focus on boutique fitness classes.\n\nThe timing was right for Unsung to challenge larger brands, as established companies like Nike and Adidas faced threats from upstarts like On Cloud and HOKA. These larger brands had expanded their product offerings too broadly, potentially losing their focus on the evolving needs of athletes. Unsung's brand identity emphasizes teamwork and the dedication behind successful athletic performance. The Snapback Trainer incorporates unique features, including a carbon fiber plate, stability wing, and supercritical foam, which enhance speed, multidirectional movement, and explosiveness. The shoe offers more stability than typical running shoes while maintaining agility.\n\nThe recent endorsement from former NHL player Patrice Bergeron, who has advised Unsung, underscores the product's potential. Bergeron, who played 19 seasons for the Boston Bruins, found the Snapback Trainer to be an \"amazing training shoe.\" Its stability during lateral movement and explosive activities made it a suitable choice for his training regimen.",
  "summary": "The athletic footwear market is as competitive as the customers it serves. Brands like Nike, Adidas, Under Armour, and New Balance, along with relative newcomers such as Hoka and On Cloud, make shoes for almost anyone and everyone participating in various sports. But a few former athletes and footwear industry veterans see daylight in the market and are launching a new brand to serve it. Meet…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}