Tracksmith

since 2014 : Crafting the Culture of Running

 

Tracksmith was founded in 2014 by Matt Taylor, a lifelong runner who competed in cross-country and track in college before transitioning into running-focused marketing. Early on, he partnered with designer Luke Scheybeler, co-founder of Rapha, to help shape Tracksmith’s visual and creative identity.

 

The brand emerged with a clear mission: to serve what they call the “Running Class”, not elite professionals or complete beginners, but the passionate, committed runners who form the heartbeat of the sport. Tracksmith champions what it calls the “Amateur Spirit,” reclaiming the original meaning of amateur as someone who runs for the love of it. Even its name reflects this philosophy: “Track” represents discipline and commitment, while “Smith” conveys craft, care, and mastery.

 

 

 

Brand Identity and Aesthetic Code

 

Tracksmith’s aesthetic is deeply rooted in classic New England running heritage, drawing on Ivy League and collegiate sport traditions. Their pieces reference vintage running uniforms, pared-back colour palettes like navy, crimson, and forest green, and timeless athletic silhouettes.

 

Their logo, a hare named Eliot, symbolizes agility, quick thinking, and survival — qualities admired by serious runners. This understated yet distinctive visual identity helps Tracksmith stand apart from the loud neon branding common in mainstream performance gear.

 

Headquarters and Community Hubs

 

Tracksmith began in Wellesley, Massachusetts, near the halfway point of the Boston Marathon, and moved into its flagship Trackhouse store on Newbury Street in Boston’s Back Bay in 2017. The Trackhouse serves not only as a retail store but also as a community hub, hosting group runs, events, and meetups that foster connections among runners.

 

The brand has since expanded internationally, opening additional spaces in London and New York to anchor local communities while growing its global reach.

 

 

 

Product Philosophy and Design Approach

 

Tracksmith launched with a small, tightly curated set of essentials: singlets, shorts, T-shirts, and bags. From the start, the focus was on premium materials and meticulous construction rather than flashy styling. Early collections utilized fabrics from high-end suppliers, such as Schoeller in Switzerland, and featured subdued, heritage-inspired colors.

 

They now offer full running wardrobes built on the same principles. Pieces are crafted from performance fabrics, including merino wool blends and carefully selected synthetics, delivering comfort, breathability, and durability while maintaining a refined look that seamlessly transitions from training to daily life. Branding is minimal, fit is carefully tailored, and styling feels classic rather than trend-driven.

 

 

Expansion into Footwear

 

More recently, Tracksmith has ventured into running shoes, launching the Eliot Runner and later the Eliot Racer. This marks a significant step, moving from apparel into complete running systems. The footwear mirrors the brand’s values: technically competent, comfortable, and designed with understated elegance rather than aggressive performance styling.

 

Community and Cultural Impact

 

Tracksmith has turned its physical spaces into cultural nodes for the running community. The Trackhouse stores host runs, events, and meetups. At the same time, the brand creates long-form storytelling content, print publications, and beautifully styled photography that celebrate running’s culture as much as its performance.

 

Their selective collaborations reinforce this identity. Capsules like Noah x Tracksmith for the NYC Marathon blend heritage running aesthetics with streetwear influences, bringing the brand’s world to a broader creative audience.

 

 

 

why tracksmith

 

Authenticity

The brand is led by runners and built around a genuine running culture, which is reflected in its story, products, and community.

 

Distinctive Aesthetic

Vintage-inspired, collegiate visuals that stand out in a market filled with loud, logo-heavy gear.

 

Community Focus

Physical hubs, local events, and authentic storytelling make the brand feel like a club rather than just a label.

 

Product Quality

High-grade materials, thoughtful fit, and durable construction that strike a balance between performance and everyday elegance.

 

Brand Narrative

The concepts of the “Running Class” and “Amateur Spirit” resonate deeply with serious runners, creating a sense of belonging.

 

The Essence of Tracksmith

 

Tracksmith has carved out a unique space by treating running not as a trend or a commercial sport, but as a culture and an art form. They are selling more than gear; they are offering identity, community, and a way of life. In a market crowded with hyper-technical neon gear, Tracksmith stands apart as refined, soulful, and deeply rooted in the love of running.

 

 

Website https://www.tracksmith.com/

Instagram @tracksmithrunning

Photo tracksmith