The Natural Fit – INOV8 begins bold new era in France
INOV8 now has a more simplified trail running collection with shoes designed specifically for mud (MUDTALON), soft trail (TRAILTALON), hard trail (TRAILFLY) and road (ROADFLY)
INOV8 is beginning a bold new era in France – a priority market – following an exciting rebrand and radical footwear redesign.
The redesign puts natural movement at the heart of performance with foot-shaped running shoes that buck industry trends.
Manu Fedon, INOV8 Sales Manager for France, said: “Our new designs allow athletes to move naturally, enhancing strength, agility and performance, while promoting greater comfort and foot health.
“Combined with incredible grip patterns and lightly cushioned midsole foams, we’re reconnecting athletes to the terrain underfoot so they can achieve their natural potential.
“We’re giving a unique, natural fit and feel – in stark contrast to the trend for super-high stacked shoes and rigid carbon plates. It’s a bold new direction that stands us apart from corporate giants, who have lost sight of what sport really means to people.”
Alongside this, INOV8 now has a more simplified trail running collection with shoes designed specifically for mud (MUDTALON), soft trail (TRAILTALON), hard trail (TRAILFLY) and road (ROADFLY). This is complemented by an apparel and equipment range that is also designed to fit naturally. It includes the award-winning STORMSHELL waterproof jacket.
The 2024 rebrand was the British company’s first in its 20+ year history, resulting in a modernised identity. It renamed from INOV-8 to INOV8 and unveiled a striking new talon logo that symbolises grip, strength and a deep connection with the terrain.
Founded in the heart of the English Lake District in 2003, INOV8 chose a similar environment in France to base itself, with Fedon opening a showroom in Annecy in 2022. He has also built a committed French trail running team packed with amazing talent.
In 2025, the team will again be headlined by Yannick Noel, the two-time (2023 & 2024) winner of The Endurance Trail Des Templiers, who will be return to UTMB® hoping to improve further on his joint-ninth place finish last year.
Ahead of that Yannick will go to England in April and line up for the iconic 23-mile Three Peaks Race. His journey and story will be documented by INOV8 in a film.
Other French athletes among the 2025 INOV8 team include new signing Clovis Chaverot, (ex-Matryx) and the legendary Emmanuel Gault. The team has 19 athletes in total – 12 women’s and 7 men.
