4T2

What 4T2 does

4T2 is a Netherlands-based, privately held running footwear and apparel brand founded in 2021 by Jurian Elstgeest, a 25-year performance-footwear industry veteran. The company designs, sources, and sells a focused lineup of six core shoe models—weekdays (daily trainer, $220), sundays (long distance, $230), get lost (trail, $240), sayonara (ultra, $260), one more (race/day, $230), and offdays (recovery sandal, $210)—each built on a shared proprietary modular midsole architecture combining named 'Joie', 'Flow', and 'Rise' foam components at defined shore hardnesses, with model-specific replaceable outsoles (Vibram Litebase Megagrip or Zegalite for trail; proprietary 'Road to Nowhere' or 'Allez-Allez' carbon rubber for road). The product line is gender-neutral, non-carbon-plated, and engineered around replaceability and durability rather than seasonal fashion cycles, with spare outsoles and Ortholite X40 insoles sold as standalone accessories.

4T2 operates a dual-channel go-to-market: direct-to-consumer e-commerce at 4t2.run with worldwide shipping (free above €100 EU / $200 US / £150 UK / ¥27,000 JP), and B2B wholesale through a network of specialty running retailers spanning Europe (NL, BE, FR, DE, IT, ES, UK, AT, DK, GR), North America (USA), and Asia (Japan, Korea, China, Hong Kong, Taiwan, Kazakhstan). A physical Atelier showroom in Haarlem (opened April 2024) doubles as workspace, community hub, and venue for like-minded brands. Marketing is community-driven through Strava, Instagram, LinkedIn, and a 'Stories' blog, with no traditional paid-advertising emphasis. Apparel is delivered through curated collaborations with Saysky (Copenhagen running apparel), CAYL (outdoor), and Useful Atelier (Seoul) rather than in-house design at scale.

The company monetises through one-time product sales at premium ASPs ($210–$260 footwear, $30–$310 apparel/accessories) and has launched an investment-certificate product (minimum €2,000 ticket) on the ShareCouncil platform, targeting at least €1M for a 12.10% equity stake in its first priced round. Founder voting rights are retained, with customers and supporters invited to participate as economic-interest investors. The brand is pursuing controlled global scaling in Europe, the USA, and Asia, with explicit guidance that profitability is not expected until 2028 and a business plan to roughly double in size by 2029. Customer segments centre on dedicated and performance runners across road, trail, and ultra disciplines, with secondary appeal to creative professionals seeking authentic, trend-resistant athletic products.

Name

4T2

Legal name

4T2

Website

https://4t2.run

Company type

Private

Founded year

2021

Operating status

Operating

Short description

4T2 is a Netherlands-based running footwear and apparel brand founded in 2021 that designs and sells a focused lineup of modular, replaceable-outsole running shoes (weekdays, sundays, get lost, sayonara, one more, offdays) directly to consumers and through specialty running retailers worldwide, serving dedicated road, trail, and ultra runners.

Ownership category

akta.pro rank

Product category

Performance Running Footwear

NAICS

Shoe Retailers (458210), Footwear Merchant Wholesalers (42434), Footwear Manufacturing (3162)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAAAEAI

Performance Footwear (Running, Training, Court)

Consumer Products & Retail/Apparel, Footwear & Accessories/Athleisure & Performance Wear

SECONDARYCRAAACAD

Outdoor & Hiking Footwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

SECONDARYCRAAACAK

Footwear Components & Materials (Uppers, Soles, Laces, Insoles)

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

Keywords

• Performance running shoes
• Modular footwear components
• Trail running apparel
• Direct to consumer retail
• Specialty running retailer

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (D2C): Direct-to-consumer sales of running shoes, apparel, and accessories through owned e-commerce store. Products sold at fixed retail prices with shipping to customers worldwide.
2. B2B Wholesale to Retailers: Wholesale sales to specialty running retailers globally. Products distributed through partner retail stores across Europe, Asia, and North America.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

4T2 designs, manufactures, and sells high-performance running shoes built around a proprietary modular component system. The shoe lineup includes six distinct models (weekdays, sundays, one more, get lost, sayonara, offdays) each tailored to specific use cases such as daily training, long distance, racing, trail, ultra, and recovery. Shoes feature dual-density midsoles (Joie/Flow/Rise components) paired with replaceable outsoles (Vibram and proprietary rubber), and are complemented by curated apparel collaborations and accessories sold direct-to-consumer and through specialty running retailers worldwide.

Product overview

4T2 is a running shoe and apparel brand founded in 2022 by running enthusiasts, offering a focused portfolio of six distinct footwear models: weekdays (daily trainer), sundays (long distance), get lost (trail), sayonara (ultra/trail), one more (performance), and offdays (recovery sandal). The product line uses a modular component system with dual-density midsoles featuring proprietary 'joie', 'flow', and 'rise' components, paired with replaceable Vibram or carbon rubber outsoles. All footwear is gender neutral with 6-9mm drops. The company also offers curated apparel collaborations with Saysky and CAYL, plus accessories including replacement parts (Vibram outsoles, Ortholite insoles), caps, bags, and socks. Direct-to-consumer model with an investment certificate program for community participation.

Differentiator

Problem solved

Functional benefit

Brands

• Weekdays: Road running shoe - the company's first shoe model, designed as a daily trainer for weekday runs, versatile for various running needs.
• Sundays
• One More
• Get Lost
• Sayonara
• Offdays

Products and services

• weekdays running shoe Daily trainer road running shoe featuring dual-density Joie/Flow midsole (6mm drop) with carbon rubber outsole (replaceable) and wide stable geometry, priced at $220. Designed as a versatile weekday workhorse for runners.
• sundays running shoe Long-distance road running shoe with softer Joie/Rise dual-density midsole (9mm drop), grippy carbon rubber outsole, and breathable supportive upper; priced at $230. Designed for long slow runs and marathon training.
• one more running shoe Lightweight performance trainer and racer with Flow/Joie midsole, Allez-Allez grippy rubber outsole (6mm drop), and 255g weight (US men's 9). Non-carbon-plated for natural ground feel; priced at $230.
• get lost trail running shoe Trail running shoe with Vibram Litebase/Megagrip outsole (5mm depth), dual-density Joie/Flow midsole (6mm drop), and replaceable outsole for extended shoe life; priced at $240. Designed for rugged terrain and trail running.
• sayonara ultra running shoe Ultra running and trail shoe with Vibram Zegalite 5mm grippy rubber outsole, Flow/Rise midsole (9mm drop), and minimal ripstop shell upper with internal straps and protective toe bumper; priced at $260. Non-carbon-plated for natural ground feel.
• offdays recovery sandal Recovery and lifestyle sandal with modified get lost upper, Rise/Joie midsole (9mm total drop), soft microfibre lining, and canvas outer with iconic get lost straps; priced at $210. Designed as an off-day shoe.
• Vibram Litebase Megagrip replacement outsole Replacement Vibram Litebase Megagrip outsole for get lost trail shoes; superior grip on wet and dry surfaces while reducing weight. Sold as a spare component for shoe durability and sustainability.
• Ortholite replacement insoles Replacement high-rebound X40 Ortholite insoles with 20% recycled material; standard fit across all 4T2 footwear models, supporting the modular component philosophy.

Quantifiable outcome

• Replaceable outsoles allow shoes to get second life
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Useful AteliercoreStrategic or Co-development Partner · 16 December 2025Partnership formed with Useful Atelier in Seoul, Korea through shared interests in running and product creation. Collaboration resulted in 'get lost, bananas and granite' special edition trail shoe as tribute to their partnership in Korea. Joony and Lin from Useful Atelier represent 4T2 in Korean market.
• VibramcoreTechnology or IntegrationHigh-quality outsoles supplier. Vibram Litebase/Megagrip outsoles used on get lost trail shoe; Vibram Zegalite outsoles on sayonara model. Partnership mentioned as part of quality component sourcing.
• OrtholitecoreTechnology or IntegrationPremium insole supplier providing X40 high-rebound insoles with 20% recycled material across shoe lineup.
• SayskycoreGTM or Marketing PartnerCopenhagen-based running apparel brand collaboration. Joint 4T2 x Saysky collection featuring Saysky-branded get lost trail shoe and apparel line. Saysky first in creating style in running apparel.
• CAYLminorStrategic or Co-development PartnerClimb As You Love - outdoor brand rooted in climbing, bouldering, and mountaineering that supports revival of local outdoor culture. Featured in 4T2 stories and products.
• MaurtenminorGTM or Marketing PartnerRunning nutrition brand exhibited/presented at Atelier 4T2 alongside other like-minded brands.
• EndorfminorGTM or Marketing PartnerSupplements brand presented at Atelier 4T2 alongside other like-minded performance brands.
• MomosminorStrategic or Co-development PartnerCoffee and running brand from Busan, Korea near Geumjeongsan mountains. Collaboration on 4T2 x Momos t-shirt featuring trail flow artwork inspired by mountain ridgelines.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Market position

Strengths3 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/4t2run
• Instagraminstagram.com/4t2.run

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 4T2