Canadian Creations
Way Running: A Backto-Basics Approach
Dmitry Rusakov has a dream to build a modern and responsible running brand. He hopes to do so via Way Running, a project that started three years ago in Montreal.
“At the time, the running shoe industry really seemed to be stuck in an endless cycle of marginal product updates,” Rusakov says. “While there were some cool innovations in manufacturing, things were very stagnant with design.”
Although the running shoes he owned at the time were comfortable, he always felt ashamed to wear them to a restaurant or a meeting. He simply could not find a shoe that was versatile and clean.
“We felt there was an opportunity there just from a design standpoint,” Rusakov says. “Once we started doing more research we realized that sustainability was, at that time, not part of the narrative of any of the established companies.”
Although Way Running started as a solo endeavour, Rusakov, also the company’s product lead, brought two other partners on board – Mathieu Desjardins, who oversees finance and operations and Mick Kaplan, who takes care of manufacturing. Both men are also avid runners whom Rusakov’s worked with before.
“As runners, what we like about our shoes is how much less like equipment they are. They feel like an extension of our natural form,” Rusakov says.
Rusakov’s running journey began 10 years ago. He considers himself a casual runner who enjoys “the simplicity of getting out there and enjoying the activity on its own.” He says that his partners take a more competitive approach to running.
“One of them ran track in college and the other has done some marathons and triathlons,” says Rusakov. “The differences in experience and approach inform what we’re doing with our first shoe.”
The f irst iteration of the Way Running shoe, named the Sustainable Runner, drops in spring 2020. It is a neutral stride shoe with an 8 mm drop that aims for comfort with less cushioning. Rusakov says it is designed for the everyday runner.
“One of the things we wanted to do was simplify running and make it less intimidating. The other aspect was looking at the product through the lens of sustainability and asking the question, ‘What do you really need to have a good run?’”
St ay i ng away f rom g immicks a nd produc i ng a sust a i nable produc t i s t he driving force behind Way Running’s creation.
“Trends can also completely ignore sustainability,” Rusakov says. “The new trend of highly cushioned shoes is a good example. There’s a lot more material on those shoes, a lot more plastic out there in the world.”
The team’s design will feature as much natural material as possible to avoid sending more plastic into the world, which they hope will help them stand out as a brand. “Our master plan here is to get the shoes back, disassemble them, upcycle as much as possible, recycle and compost the rest,” he says.
When the shoe launches in the spring, don’t expect Way Running to go after established athletes and sign sponsorship deals with them.
“We’re actually hoping to get more new people into running,” Rusakov says. “We think there’s a whole segment of the population that is curious about running, and we hope we can speak to them and grow that community.”
Melissa Offner is a television and podcast host, the leader of the North Vancouver run crew RUNDISTRIKT, as well as an avid runner.