Advancing the running industry
through a lasting experience
Way running
Way Running is a Montreal-based startup that designs minimalist, fully recyclable running shoes, combining performance, sleek design and eco-responsible materials.
Every year, more than 23 billion shoes are produced worldwide, most of them made of plastic and destined for landfill sites. Faced with this reality, three entrepreneurs from the sports industry wanted to rethink the running shoe by combining performance and durability. They designed a product that meets the expectations of demanding runners, while reducing its environmental impact. But to truly transform the industry, it wasn't enough to create a sustainable shoe: this vision had to be anchored in a coherent, engaging and meaningful brand experience.
On average, a pair of running shoes takes over 1,000 years to decompose in a landfill.
Directed by William Arcand (L'Éloi), the video showcases the Way Running brand with a masterful visual style, combining art direction, photography, styling and consistent branding.
Dmitry Rusakov and Mathieu Desjardins, founder of Way Running.
The market for sustainable products has become a highly competitive arena, particularly in the sports footwear industry. Major brands are investing in ecological solutions, while maintaining opaque or partial practices. Way Running had to set itself apart by demonstrating that sustainability is not a compromise, but an improvement. We had to go beyond the simple environmental argument and design a complete experience where every interaction with the brand reflects a deep commitment to circularity, transparency and performance.
The upper combines merino wool and Tencel for comfort and breathability, with recycled nylon laces.
It all started with a Kickstarter: a way of financing the first models and involving a community of committed riders from the outset.
We were privileged to contribute from the earliest stages of shoe design and modeling.
Creating an identity that inspires change: From the outset, we defined a strong posture for Way Running, embodied by the message
- Don't run from. Run for. - This idea places the runner in a proactive role: running not to escape, but to move forward, to commit and to contribute to a positive impact.
From the outset, our vision was of a shoe conceived as a beta product: constantly evolving and improved at every stage.
We have imagined an ecosystem where runners are not simply buyers, but full players in the product life cycle. At the end of their useful life, each pair can be returned for disassembly, recycling or reclamation, thus avoiding landfill and making Way Running part of a circular economy that goes far beyond the act of purchase.
More than an ecological gesture, Way Running wanted to create a shoe in perpetual evolution. Thanks to a beta program, runners test the models and share their feedback via a dedicated application. This continuous feedback loop feeds the product's improvement, refining its performance at the pace of those who wear it every day.
Driven by the conviction that everyone runs for a reason, this vision was put into words by Joshua Lessard.
A recyclable foam sole and a shoe designed to be entirely recyclable.
« Et si, au lieu d’acheter nos chaussures, nous nous y abonnions; usées, renvoyées, mises à jour ?»
Shoes that break with the cycles of novelty imposed by fashion.
Every design choice was guided by the principle of simplicity and functionality. No unnecessary overlays, no superfluous decorative elements, no ostentatious logos. Way Running does not seek to follow trends, but to offer a timeless product that values durability in both its design and aesthetics.
Way Running reinvents the sports shoe with its runners.
Way Running's art direction blends functional minimalism, timeless aesthetics and visual storytelling rooted in sustainable innovation.
As soon as it was launched on Kickstarter, Way Running attracted the attention of North American media specializing in running, innovation and sustainability. In just 30 days, the funding target was surpassed, proving that runners immediately embraced this new vision of sustainable performance.
But the impact goes beyond commercial success. By involving runners throughout the product life cycle, Way Running has laid the foundations for a new model in the sports footwear industry. This project demonstrates that sustainability is not a constraint, but an opportunity to create richer, more engaging and more responsible experiences.
Way Running opens the door to a circular, collaborative product lifecycle.
Client
Dmitry Rusakov & Mathieu Desjardins
Design and copywriting
Joshua Lessard
Photography
L'Éloi - William Arcand & refinedmoment
Videography
L'Éloi - William Arcand & Gerardo Alcaine
Motion design
Digital & media strategy
Francis Mathieu
Public relations
