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Introducing Altra Running Shoes

Whole Earth Provision Co. proudly announces that we now carry Altra running shoes. They’re an award-winning brand known for shoes that are designed by runners, for runners. We’ve selected several styles, focusing on road running and trail running, to offer in our stores and online. What separates Altra from the pack is their Difference of Three: FootShape, Fit4Her and ZeroDrop.

Altra’s FootShape toe box allows toes to relax and spread out naturally. The big toe remains in a straight position allowing for maximum stability and toe off running power. The wider toe box also reduces overpronation and enhances stability and comfort.

Women’s feet are anatomically different from men’s feet. Altra’s Fit4Her shoes for women runners are designed with these differences in mind. The female foot has a narrower heel and midfoot, a higher instep, a longer arch and unique metatarsal spacing. Altra offers a gender specific fit for enhanced performance.

The third Difference is the cushioned ZeroDrop platform that positions the heel and forefoot at an equal distance from the ground. This natural foundation aids in optimal alignment, cultivates better running form, and encourages a low-impact landing.

Altra founders Golden Harper and Brian Beckstead met in high school in 1997. They’ve been running since they were kids, both for fun and in competition. Golden ran his first marathon at age 10 and then set an age group world record two years later.

It’s no surprise that Golden is a runner. He was raised in his family's running store. As a dedicated runner, he has worked for many years to improve the running experience. Curiosity and research led him to create ZeroDrop technology in 2009 - by heating existing shoe models in a toaster oven, cutting out the midsoles, and leveling the cushioning platform.

After exhausting every financial resource and mortgaging Brian's dad's house, Brian and Golden continued to push forward to launch their dream. In 2010, Brian laced up the first trail shoe sample for a make-or-break test run on the Wasatch 100 race course. At mile 94, he was several hours under his previous year's time and blister-free. At this emotional moment, Brian broke into tears, realizing Altra would succeed.

While your experience running in Altra shoes may not bring you tears of joy, perhaps we shouldn’t rule it out completely. If you’re looking for new running or trail running shoes, Altra may be just what you are looking for.