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A new, women’s-specific running shoe brand called Hilma promises to deliver “a new level of comfort to women runners unlike anything that exists,” according to founder Brooke Torres. The company, backed by ex-executives from brands like Nike and RunKeeper, is using a novel fit model combined with a personalized online evaluation to deliver shoes that it claims will feel customized to each runner.
Torres first came up with the idea for the brand after getting golf ball-sized blisters from running a half-marathon in ill-fitting shoes on a humid day.
“It’s tricky to find the right fit,” says Torres. Learning how many other people—women, especially—had the same problem spurred her to redefine how runners shop for shoes.
“When I started running and racing, people would always ask me, ‘What is the best running shoe?’” says Torres. “There is no such thing. It totally depends on you, and fit is a…
