Hylo Athletics

What Hylo Athletics does

Hylo Athletics is a UK-based sustainable athletic footwear company founded in 2019, registered in England and Wales (company number 12026354) and headquartered in Maidenhead, with primary operations out of London. The company designs and sells premium running shoes manufactured at a facility just outside Ho Chi Minh City, Vietnam, with materials sourced close to the factory to minimise transport emissions. Its product portfolio centres on two performance running lines: AXIS (priced at £160), a premium-cushioned guided-stability shoe with a 38mm stack height and 8mm drop, and IMPACT (priced at £150), a lighter neutral trainer at 280g with a 33mm stack. Both lines use proprietary technologies including HyperBolt+ nitrogen-injected foam midsole, PureGlide SP geometry for heel-to-toe transition, TreadLight 60% natural rubber outsoles, CleanTech 50% bio-based/recycled construction, and 100% castor bean-derived nylon uppers. Hylo reports a carbon footprint of 8.63kg CO2e per pair — 40% below industry average — and holds B Corp certification with a score of 114.7, alongside vegan certification across the range.

Hylo operates a direct-to-consumer go-to-market model, with primary revenue from one-time unit sales of footwear through its own e-commerce storefront (hyloathletics.com) supplemented by pop-up stores and independent retail stockists located via a store locator. Ancillary revenue includes digital gift cards (£10–£200) and a nascent take-back recycling product within its hyloop (More Life) circularity platform. Pricing is positioned at the premium tier of the performance running category, with free UK shipping and returns and next-day delivery available for £3. Distribution is concentrated in the UK and continental Europe, with additional presence in Japan and an explicit restriction excluding Russia. The company has raised £2.5M in a single Series A round in March 2022 led by Eka Ventures, with participation from Redrice Ventures and angel investors including Patrick Bamford and Leeds United; in April 2026 it appointed former tennis world champion Andy Murray as Global Ambassador, Performance Advisor, and equity investor. Customer segments are horizontal: road runners (primary), sustainability-conscious consumers, and stability seekers, with no enterprise or B2B customers identified.

Name

Hylo Athletics

Legal name

Hylo Athletics Ltd

Website

https://hyloathletics.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Hylo Athletics is a UK-based sustainable athletic footwear brand selling premium DTC running shoes (AXIS and IMPACT) made from bio-based materials with 40% lower carbon footprint than industry average, serving environmentally conscious road runners across Europe and Japan.

Ownership category

akta.pro rank

Product category

Running Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Footwear (Running, Training, Court) (CRAAAEAI)

akta.pro secondary industries

Sustainable & Eco-Friendly Footwear (CRAAACAH), Athletic & Performance Footwear (CRAAACAA)

Keywords

• Sustainable running shoes
• Athletic footwear
• Bio-based footwear
• Vegan certified shoes
• Direct to consumer

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Running Shoe Sales: Direct-to-consumer sales of sustainable running shoes (AXIS and IMPACT product lines) through e-commerce platform and pop-up stores. One-time purchase model with premium pricing positioned above £150.
2. Gift Cards: Digital gift cards sold in denominations of £10, £20, £50, £100, and £200, delivered straight to recipient's inbox.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Hylo Athletics designs, manufactures, and sells sustainable athletic footwear under the AXIS (premium cushioning, guided ride, £160) and IMPACT (versatile, lightweight cushioning, £150) product lines, alongside digital gift cards and a shoe recycling/returns service. All shoes are built using 50% bio-based and recycled materials including castor bean-derived nylon, corn-based linings, and seaweed extracts, with proprietary nitrogen-injected foam midsole technology. Manufacturing takes place at a facility near Ho Chi Minh City, Vietnam, and the products are sold direct-to-consumer via hyloathletics.com, pop-up stores, and select retail stockists.

Product overview

Hylo Athletics is a UK-based sustainable athletic footwear brand founded in 2019, operating as a direct-to-consumer e-commerce company. The product portfolio centers on two main running shoe lines: AXIS (priced at £160) offering premium cushioning with guided support for long runs and everyday training, and IMPACT (priced at £150) providing lightweight, versatile cushioning for responsive road miles. Both models feature proprietary technologies including CleanTech, HyperBolt+ nitrogen-injected foam, PureGlide SP stability geometry, and TreadLight natural rubber outsoles, utilizing 50% bio-based and recycled materials. The company also offers digital gift cards and a recycling returns program through its hyloop platform. All products are vegan-certified and manufactured in Vietnam with supply chain transparency commitments.

Differentiator

Problem solved

Functional benefit

Products and services

• AXIS Running Shoes Premium cushioning running shoes with smooth, subtle guidance support for long runs, recovery jogs, and everyday running. Features CleanTech 50% bio-based materials, HyperBolt+ nitrogen-injected midsole foam, PureGlide SP stability technology, and TreadLight 60% natural rubber outsole. Specs: 38mm stack height, 8mm drop, 295g weight.
• IMPACT Running Shoes Lightweight, versatile running shoes with elevated comfort for responsive road miles. Crafted using 100% bio-based castor bean-derived nylon upper, HyperBolt nitrogen-injected foam midsole, and 60% natural rubber TreadLight outsole. Specs: 33mm stack height, 8mm drop, 280g weight.
• hylo Gift Card Digital gift cards delivered straight to a recipient's inbox, available in £10, £20, £50, £100, and £200 denominations, for purchase by individuals buying for any runner.
• Hylo Recycling/Returns Service (hyloop More Life platform) Recycling service that enables customers to return old Hylo shoes for recycling, part of the hyloop (More Life) platform for extending product lifespan through care, repair, and recycling.

Quantifiable outcome

• 40% lower carbon footprint than industry average (8.63kg CO2e per pair vs industry standard)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hyloathletics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hylo Athletics