Hylo Athletics was founded at a time when the world was standing still — August 2020, in the middle of the COVID-19 pandemic. For many, that moment was about pausing. For Hylo, it was about building. With a bold mission to prove that sustainability and performance can coexist, Hylo launched a running shoe designed not just for today’s athletes, but for the planet too. In an interview with Fidelity, Jake Portner, Hylo’s Senior Sales Manager, shared how the brand evolved from a direct-to-consumer startup into a global player redefining what sustainable performance footwear can look like.
Initially launched as a direct-to-consumer brand, Hylo has since shifted gears. While still operating online, the company has transitioned into a predominantly B2B model, working with specialist running retailers in the US, UK, and now across Europe.
“Going from exclusively a DTC brand... we're predominantly a B2B market with our running retailers across the world.”
Alongside the shift in business model came a sharp focus on product. Hylo moved from a broader sporty-lifestyle range to one dedicated performance shoe: the Impact. Available in five colorways, it now features in over 250 stores—with plans to expand to over 300.
From the start, Hylo built sustainability into every stage of the product. Their signature shoe, the Impact, is made from castor bean, sugarcane-derived EVA, and natural rubber. Its carbon footprint is well below the industry average — but just as important, the shoe lasts just as long as its conventional peers.
And then comes the twist.
“Every pair is embedded with an NFC tag,” Jake explains. “Tap your phone, and you’ll not only learn more about your shoe — you’ll also get a return label to send it back for recycling.”
Those old shoes? They become playground surfaces. Boxing bags. Even the next generation of Hylo footwear. Through their platform, Hyloop, the brand is closing the loop without complicating the experience for the runner.
Hylo isn’t just about products—it’s about principles. As a certified B Corp with a score of 104.3, the company ensures all its suppliers and factories meet high environmental and social standards.
“As a business... you are backing up everything that you're saying.”
Transparency is key. Jake is clear: Hylo doesn’t claim to be perfect but aims to push the industry forward, one step at a time.
Hylo's biggest market today is the United States, where enthusiasm for running and innovation makes it a fertile ground for emerging brands. The UK remains strong, and the company has recently entered the EU market.
When it comes to logistics, Jake emphasizes the importance of tech capability, transparency, and shared values. Hylo partners with Fidelity in the Netherlands, choosing them for their flexibility, alignment with sustainability goals, and personal service.
“We’ve had a very good experience with Fidelity... we want to deal with partners we have a good experience with.”
So where is the space heading? According to Jake, the running and hybrid fitness markets—like Hyrox and triathlons—are still growing. That spells opportunity for innovative, purpose-driven brands.
“It means that there are more brands and more opportunities for innovation and newness and competition in a healthy way.”
Hylo has new products on the way (still under wraps) and is eager to keep building momentum.
Hylo proves that high-performance sportswear can—and should—be sustainable. Through smart materials, circular design, and a grounded approach to growth, the brand is shaping a new future for runners around the world. Not by shouting about values, but by delivering shoes that perform and happen to be better for the planet.
Want to learn more about Hylo Athletics or shop the Impact running shoe? Visit their website at https://hyloathletics.com/.