Tracksmith Eliot Ryder

After a shaky trail release, I’m so bullish on Tracksmith’s new Eliot Ryder. The marketing is markedly better. When I stopped by their booth I was like sick they’re making a lifestyle shoe. Was corrected. it’s a maximilist trainer with 45m of foam: they hid the foam because it looked ugly (like many maximalist trainers can). God bless the Bondi but she’s not exactly cute. This takes on a very fun jogger silhouette with a blockier back have and chopped heel rocker. Reminds me of the old Diadora and Puma running shoes. They also took a very 80s digital approach to the marketing. It matches the shoe. It’s not a lot, it’s subtle. But the web dev nerd in me appreciates that they made a microsite just for this one. Faux schematics, monospaced font, vintage grain on the photos. Blocked baby blue background. Imagine this with a velour track suit. Or running. But also a velour track suit.