New UK Running Brand KitFox Launches To Close Running’s Fit Gap For Women
A brand new performance-first running brand called KitFox has launched to close the gap in terms of running kit for women.
The inspiration for KitFox came from owner Mary Johnson Smith own running journey. Now 50, she started running in her thirties and has spent the past thirteen years contending with limited sizing, shorts that ride up, and what she describes as the industry’s ‘shrink-it-and-pink-it’ approach to women’s kit.
KitFox are entering the market with a clear mission: Function over Fashion for midlife women runners. The debut Reset Collection has been designed directly from that survey data: the Reset 7” Running Short, with silicone hem grippers designed to eliminate the bounce and slide reported by 42% of women surveyed; the Reset Running Legging, with a stay-put high-rise waistband for sizes UK 8 to 22; and the Foxy Running Sock, a women’s-specific Merino-blend sock that rounds out the kit from
the ground up.
KitFox’s ethos is rooted in community as much as design. Ahead of launch, the brand has built a growing community of predominantly midlife women runners, sharing their own kit frustrations and running wins. As a 50-year-old runner herself, Mary is passionate not only about building performance running kit, as well as championing the achievements of her fellow midlife athletes, many of whom are running faster and further than ever before. KitFox aims to champion their voices through storytelling, age-inclusive photography and community support.
The full collection is available now from runkitfox.com.
