By Brian Metzler

Quick: what’s your favorite shoe brand? Whether you’ve been running a long time like me, or if you’ve just gotten started, you probably have a preferred manufacturer. And there is a good chance that it’s one of the major brands like Hoka, Nike, New Balance, Brooks, ASICS, On, Adidas or Saucony. Your choice might be based on how a brand’s shoes typically fits your feet, or how that brand’s models have helped your training and racing for years.

Runners are creatures of habit, so it’s no surprise that many of us are brand-loyal. It’s also why a small number of brands dominated running shoe sales for years. Back before online shoe sales were such a big thing — yup, kiddos, there was a time before you could buy anything from your phone! — brands would fight for shelf space at running stores and, generally speaking, most retailers had room for the top eight brands on their shoe wall. Taking a risk on a new brand wasn’t an option, which is why there weren’t many start-up options for decades, until game-changing innovation from Newton, Hoka, Altra, and On burst on the scene in the 2010s. 

But it wasn’t until the launch of AllBirds in 2016 that a direct-to-consumer approach really changed things. Fast forward to the early 2020s and we’re in an era in which a wide range of startups have followed that model without worrying as much about brick and mortar sales, and in doing so, playing a role in disrupting the legacy of brand loyalty among younger generations.

Mount to Coast is a new Hong Kong-based DTC brand founded by shoe designers and executives who’ve worked at Asics, Brooks, and Nike, so it’s not like it’s starting from scratch like some passion-play startups. The Mount to Coast R1 shoe ($160) is a great example of how a new brand you’ve never heard of — and there are dozens of them — can make a great shoe right out of the gate. Read on and I’ll explain why this new shoe has been so well received.

What’s New: Given that this is an entirely new brand, everything about the Mount to Coast R1 is unique. But the good news is that it came to market with some novel materials and features, including a nitrogen-infused Pebax hybrid midsole material (called “LightCELL”), a unique dual set of independent laces that offer a semi-custom fit, and an S-shaped wedge of durable and propulsive polyurethane compound (“ZeroSag”) under the medial forefoot. It also has a clean, modern aesthetic that is offered in all-white, all-black and black-and-white color motifs.

Fit/Feel/Ride: The Mount to Coast R1 fits true to size with a medium interior volume and ample room in the toe box. The dual lacing system makes this shoe accommodating to a seemingly infinite range of foot shapes, allowing for mid-run adjustments when your feet swell in hot weather or you develop a quirky irritation that needs to be addressed. Combined with the soft, thin padding of the gusseted tongue, the R1 really wrapped my feet securely and comfortably. The step-in feel is soft and comfortable — snug where it needs to be (in the heel and midfoot) and roomier in the forefoot. The ride is buttery smooth with soft, easy rolling transitions from heel strike to midstance to toe-off. It feels light and agile at slower to moderate paces, and can also run at slightly faster paces without much effort (even though that’s not really this shoe’s jam).

Why It’s Great: It’s great because it excels as a premium-level everyday trainer, no matter your level of experience. The brand suggests its shoes are geared for ultrarunning — which is a bit odd because most ultras are on trails — but from long-haul comfort and ride consistency points of view, it makes sense. It’s one of the most comfortable shoes I’ve laced up and run in this year. I like it for a wide range of runs at moderate training paces, both because it feels so light and accommodating, but also because it subtly softens and supports my strides. It isn’t exceptionally bouncy or poppy, but that’s OK because it’s so consistent. I ramped up my pace on several occasions to run tempo runs with ease, but when I tried to run faster (roughly 5K race pace) I found it to be limiting in its lack of propulsiveness. 

Specs

Weights: 7.4 oz. (women’s 8), 8.5 oz. (men’s 9)

Heel-Toe Offset: 8mm; 35mm (heel), 27mm (forefoot)

Why You’ll Love It: The shoe is infinitely comfortable, extremely accommodating, and entirely unrestrained. Your feet can move and flex naturally without being directed or forced into a movement pattern dictated by the shoe. While it has some minimalist design ethos, it’s not a barely-there shoe that creates a barefoot sensation. Instead, it sits in the Goldilocks zone of hardness and weight. The foam allows it to be cushy without washing out, and yet firm enough to provide a smooth consistent ride however your foot rolls through the gait cycle.

Pros: Although the two-part lacing system took some trial and error to dial-in for the slightly different size and volume of my feet, it’s a stunning feature of the R1. On a 15-mile long run in 80-degree weather, I could sense my feet swelling to the point that I wanted to make a small adjustment, so I stopped and made that tweak in about 5 seconds and ran the final 6 miles happy to have eliminated the pressure points.

Cons: It’s not as energetic as a lot of popular everyday trainers on the market. It doesn’t produce a flat or dead feeling, but it’s just not as lively as a lot of shoes.