Swedish endurance brand Craft Sportswear has assembled a three-shoe running platform spanning daily training, road racing and gravel, moving away from a single hero shoe as specialty retailers consolidate around fewer suppliers.
Craft Sportswear, the Swedish endurance apparel and footwear brand, is broadening its performance running footwear offering with two launches aimed at distinct segments of the market: the Atmosfär 1, a max-cushion road training shoe introduced on Aug. 18, and the Kype Gravel Pro, a carbon-plated model designed for gravel racing and mixed-surface running, also launching in August.
The launches represent the latest step in the brand’s ongoing investment in running footwear, which accelerated with the global introduction of the Kype Pro supershoe in March 2025. Built around Craft’s Xx Foam platform, a carbon plate developed with Arris, and an outsole developed with cycling tire maker Vittoria, the Kype Pro established the technology foundation for the brand’s premium racing category.
Atmosfär 1: the recovery-focused end of the range
The Atmosfär 1 moves in a different direction. Developed with Craft Elite Team athlete Tommy Rivs, the shoe is built as a high-cushion trainer for long-distance and recovery runs, featuring a 51-millimeter heel stack, a softer version of the company’s Px Foam midsole, and a lightweight engineered mesh upper intended to reduce impact during extended training sessions.
Rivs’ involvement played a central role in the project. According to Craft, the shoe originated from discussions around creating a model that would let runners cover greater distances while placing less strain on the body. Lead Footwear Designer Sam Larson took part in the development process and discussed the model’s design alongside Rivs in the brand’s launch materials.
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A three-shoe platform, not one hero shoe
More significantly, the Atmosfär 1 adds a cushioning-focused training option to a footwear platform that already includes the Kype Pro road-racing supershoe and the newly launched Kype Gravel. Together, the three models give Craft dedicated offerings across daily training, road racing and gravel competition, extending the brand’s running presence into multiple performance segments through a common technology and product-development strategy.
The approach marks a shift from individual product launches toward a broader portfolio architecture. Since introducing the Kype Pro in 2025, Craft has steadily expanded its footwear range around distinct running use cases rather than a single flagship model. The Atmosfär 1 targets high-mileage training and recovery, the Kype Pro addresses road-race performance and the Kype Gravel serves gravel and mixed-surface competition. Taken together, the lineup allows Craft to participate in a wider range of growing running categories while maintaining a consistent brand and technology story.
What this means for Craft and for retailers
For Craft, the significance of the latest launches extends beyond the products themselves. The Atmosfär 1 and Kype Gravel broaden the company’s offering at both ends of the performance spectrum while reinforcing the Kype platform established by its road supershoe, giving the brand a more complete running portfolio than it has had before.
That completeness has a retail dimension, too. As specialty running retailers look to consolidate their assortments with fewer suppliers, a brand able to offer dedicated shoes for training, road racing and gravel in one line has a stronger case for shelf space and visibility than one built around a single flagship model.
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