Introducing our new brand - WISE ULTRA RUNNING!
Posted on January 17 2026
France's Premier Trail Running Brand WISE Trail Running Officially Enters Hong Kong Market
Born from French Craftsmanship — Where Performance Meets Aesthetics — The Choice of Elite Runners
WISE Trail Running, France's premier trail running brand, rose to prominence after being adopted by top ultra runners at UTMB events. Today, the brand announces its official launch in Hong Kong, with products now available exclusively at specialty trail running store Gone Running. WISE Trail Running marks the first European high-performance gear to enter the local market in 2026, offering Hong Kong runners an extraordinary trail running experience.
Created by Ultra Runners, for Ultra Runners
WISE was born from the vision of Axelle and Guillaume, two elite ultra runners who have conquered numerous extreme endurance events and earned countless accolades. During a conversation, both agreed that existing market offerings failed to meet the demands of ultra athletes. Garments became heavy during long-distance efforts, pack designs lacked flexibility, and standard gear couldn't handle the extreme temperature swings from humid valleys to freezing ridgelines.
Axelle and Guillaume: "Ultra running is a culture — it's the lifestyle we choose to live."
Ultra runners require premium equipment for extended competitions. This necessity gave birth to WISE — designed by ultra runners, built for ultra runners. Positioning itself as the ultimate quality brand, the founders source only the finest materials while partnering with European textile giant Payen Group, bringing a century of elite craftsmanship to the trail running domain with a mission to address the true needs of ultra athletes.
WISE draws creative inspiration from the trails, the dust, the sweat, and those moments when the body is pushed to its limits during long-distance running. Every piece of WISE gear emerges from collaborative exploration with the "House of ULTRA" — a community of ultra runners established by WISE. From stitch placement to pocket opening angles, every detail undergoes countless field tests — validated by ultra runners in states of extreme fatigue, numb fingers, and clouded consciousness.
WISE's commitment to quality has earned the trust of world-class trail running elites including Jim Walmsley and Tom Evans (2025 UTMB Overall Champion), who have personally purchased WISE race packs for competition use.
Many long-distance trail races feature high temperatures, humidity, and technical terrain, demanding exceptional breathability and durability from gear. WISE's design philosophy — "Let runners forget their gear exists" — directly addresses this need. Through extreme lightweight construction and breathable structures, WISE products effectively reduce heat buildup in high-temperature environments. Superior abrasion-resistant materials handle complex terrain, allowing runners to focus solely on pushing forward.
A Century of Craftsmanship, Cutting-Edge Technology
WISE understands that premium gear stems from premium craftsmanship, maintaining partnerships with two European textile giants — Payen Group and Petratex. Payen Group is renowned for producing ultra-high-specification performance materials, with products long deployed in medical supports and high-intensity industrial applications. WISE's Everdry® technology is built upon these rigorous standards, featuring unique bi-stretch weaving properties that bring exceptional performance and durability to trail running, ensuring gear remains consistent throughout long-distance efforts. Meanwhile, Petratex — the company behind legendary world-record-breaking swimsuits — applies its elite manufacturing standards to WISE production, ensuring every WISE product meets international top-tier quality. WISE's obsession with craftsmanship serves one purpose: making gear the runner's most reliable asset, never a burden.
|
Product |
Reference Size |
Weight (g) |
HK RRP |
|
WISE Unisex Waterproof Jacket |
M |
170 |
$3,558 |
|
WISE Race Trail Running Vest |
T1 |
91 |
$2,049 |
|
WISE Max Trail Running Vest |
T1 |
110 |
$2,599 |
|
WISE Short Sleeve T-Shirt |
Men's M |
86 |
$999 |
|
WISE Race Shorts |
Men's M |
103 |
$1,858 |
|
WISE Men's Ultra Shorts |
M |
77 |
$1,559 |
|
WISE Men's Ultra Short Sleeve T-Shirt |
M |
84 |
$1,358 |
|
WISE Men's Ultra Long Sleeve T-Shirt |
M |
100 |
$1,558 |
|
WISE Hydration Trail Running Belt |
M |
30 |
$699 |
|
WISE Ultra Running Socks |
EU 35/38 |
47 |
$349 |
About WISE
WISE is a premier trail running brand from France, dedicated to developing ultra-lightweight, durable, and ergonomic gear. All products are crafted from European high-tech fabrics and undergo rigorous field and laboratory testing to ensure each piece withstands extreme conditions. WISE maintains transparent production processes with full traceability from raw materials to finished products, while actively reducing its carbon footprint — demonstrating commitment to both the environment and athletes.
Full Products Range
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