Ang: Philos is so visually striking as a brand, it’s so different from mainstream running brands. Where did you find the inspiration for this direction?
Greg: Last year, I traveled to Athens for the first time. I love architecture, history, and ancient Greek philosophy. There is this ancient stadium there, the Panathenaic Stadium, that I wanted to visit. The Coliseum in Rome is more notorious, as it represents killing and death. The Panathenaic Stadium is about life and sport, and has hosted running events since 600 BC, all the way up to the first modern Olympics.
Early one morning, I went running for a couple kilometers in the ancient marble stadium. It was an incredibly emotional experience. You can deeply feel the connection across time, the natural beauty of running, the purity, the energy. Running is universal human expression. As I was running, I began asking myself, why are running brands around the world treating the sport with such disrespect? Polyester everything, pushing us into thinking we need to run faster and further in ugly neon colors and synthetically dyed petro-chemical fabrics. It is quite off-putting if you think about it.
Having this realization, I started thinking about how to elevate running, connecting the dots across time, treating running as intuitive, natural and connected.
Ang: What struck me about Philos is that it’s a women first running brand. I haven’t really seen that anywhere else. How did you arrive at this decision?
Greg: As I was building the idea, I kept coming across articles about how women are running more than ever in the world today. I discovered that every running brand in the world is men's first, women's later, or yoga first, running later. There wasn't a running footwear and apparel brand for women. I held some meetings over dinner with female runners and the idea started to resonate with them.
They wanted a running shoe that they could wear to coffee after a run, or to the airport, an aesthetic expression that fit their style. Our shoe is a high top with a knit upper, essentially a sock with a sole. The shoe flows naturally into tights where they meet the shoe, and it elongates your legs – much like a high heel, or boot.
Ang: Could you tell us more about the shoes? What makes them good for running?
Greg: The aim was to create a natural running experience, removing the dogma of current running shoes. The knit upper entirely wraps the foot, and as the foot swells and expands during running, it doesn’t cut off blood flow like laces do. The elasticated straps locks the foot in at the ankle, as opposed to tying the foot down with laces. This lock-in means the shoe and foot cannot slide while running, so it feels natural. The sole has a 5mm elevation, which enables forefoot running –– the only type of running any of us should be doing.
Ang: I love this tagline- “Running as ceremony”. It evokes a more mindful kind of running. Can you tell me a bit about this?
Greg: I wanted to evoke the feeling that I felt running in the ancient stadium in Athens. In the wellness world there is the phrase ‘your body is a temple.’ So I thought, if your body is a temple, then running is the ceremony. Ceremony is personal. It doesn’t mean that you need to go for a long run, or a short run, or a fast run, or a slow run. It simply means that you’re stepping out and doing something for yourself. It’s a beautiful experience. It’s part of being alive.
Ang: This makes me want to go for a run! Thanks for the great conversation, and best of luck with the launch of your epic brand.
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Philos has launched today and is available through philos.run!
