WISE Ultra Running: Paving Our Own Way in Ultra-Trail

In the demanding world of ultra-trail running, some brands follow the beaten path. At WISE, we chose to change direction and go off the beaten track.

Since we founded the brand in Annecy in 2020, we have established ourselves in just a few years as one of the new benchmarks for long-distance equipment. We are proud to see our products worn in the biggest global races. At the 2025 UTMB finals in Chamonix, we had the immense satisfaction of seeing three of our innovations accompany the winners on the podium.

THE START OF OUR JOURNEY

It all started with a meeting in New Caledonia. Over coffee, Axelle shared a dream: to run in Nepal in the footsteps of Dawa Sherpa, during the Solukhumbu Trail. Three years later, we were there.

This trip was our turning point. The harsh conditions brought us back to basics, the effort revealing our true characters. Our itinerary took us to the heights of Kalapathar, over 5,500 meters, before reaching Taksindu, Dawa Sherpa's native village.

During the traverse, we left the main trail to reach a sacred lake. Tradition has it that each person takes a stone, makes a wish, and brings it back once it is granted. Our wish didn't yet have a name, but it already resembled what would become WISE.

Our brand name is inspired by a simple idea: the "wise runner." In a group, we believe that the strongest is not always the one who leads. It's often the one who is at the back, who observes, helps others keep going, and reveals themselves at the right moment. It's this philosophy, inspired by the high-altitude runners of the Himalayas and the spirit of sharing in expeditions, that we instill in every project.

For us, performance isn't about dominating others. It's about going further, together. We prioritize adventure over pure performance.

DESIGNING YOUR EQUIPMENT DIFFERENTLY

Our approach stemmed from a simple observation: we found that trail equipment often lacked a truly demanding approach, both in its function and its design.

In a market saturated with interchangeable products, we develop our own vision: to design uncompromising ultra-running gear, with one goal in mind: to free you.

We select our technical materials ourselves, we develop rigorous prototypes, and we rely on our own production expertise. Every product we create is designed to meet the real conditions we encounter in the field.

The first product you trusted us with was our technical shorts. By allowing you to carry two flasks and the essentials for 50 km, it materialized our desire to let you run without a pack or superfluous equipment. Since then, we have expanded our range, notably with our trail vest, which allowed us to take a significant step forward.

This technical rigor quickly attracted the attention of elite athletes. Today, we see runners sponsored by major brands choosing our packs: because after 100 kilometers, we know that marketing is no longer enough.

WE BUILD FOR THE LONG DISTANCE

We built WISE around a central idea: staying as close as possible to your needs. We specialize in ultra-running, a discipline where the technicality of the equipment becomes vital. The longer the distance, the more every detail matters to us.

We are proud that some of our products have become benchmarks, such as the Sherpa Max hydration pack, which we designed to offer unparalleled stability and comfort.

True to our philosophy, we never develop a product simply to complete a catalog. Every new product we launch addresses a real need that we believe is unresolved. Our development cycles are intentionally long (3 to 5 years): this is the time it takes us to offer you a true innovation.

Today, we equip some of the best trail runners in the world, and we affirm our ambition: to become your global benchmark in ultra-distance.

OUR VISION FOR 2026

In April 2026, we are launching a new collection, opening a new three-year development cycle.

This launch marks a key milestone for us. We affirm our central vision: BORN FREE. We want you to run with the certainty of being equipped to go anywhere, whatever the conditions, freed from material constraints, to reconnect with yourself and the environment.

Beyond optimizing our entire range, this collection represents a major evolution. Here's what we're preparing for you:

  • A complete redesign of our product architecture, so that each technical benefit is even clearer and more tangible for you.
  • The launch of a revolutionary tool we designed to transform the way you prepare and optimize your races.
  • The introduction of a unique expedition pack, designed to reduce your mental load and simplify your ultra experience.

We can't wait to introduce all of this to you.

Because at the end of the effort, where marketing fades away, all that remains is you, the elements, and the certainty of being well supported. We look forward to opening this new chapter with you.