Introducing ex professional footballer and old friend, Mike Doughty co-founder of Hylo Athletics, 'who are reinventing the running shoe'. Launched back in 2020, the brand is on a mission to reframe our relationship sport, pioneering performance and sustainability, as well as galvanising athletes for planet to support their cause. Brought to life by branding agency Otherway, the project has been two years in the making with umpteen iterations. It's early days for this young challenger but they have big ambitions. The likes of Nike & Adidas should take note.