Choose Strong #137 | The End of Nike Trail
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Mar 28, 2026 
Sally McRae, pro ultrarunner, coach, podcaster and author, reflects on a decade with Nike Trail and what changed. She recounts signing with Nike, evolving gear work, team shifts, and the moment Nike Trail was absorbed into ACG. Short stories, product memories, and a peek at what project-based partnerships might look like next.
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How Nike Found Sally And Changed Her Career
- Sally described getting an unexpected Nike Trail offer after strong 2013 races and initially thinking the email was spam.
- She flew to Nike HQ within days, signed a contract, and called the experience surreal — a life-changing moment that launched her decade with Nike Trail.
Trail Running Was Built By Trial And Athlete Feedback
- Early Nike Trail athletes and brand staff were learning together because trail running lacked established infrastructure like agents and performance labs.
- That uncertainty forced athletes to shape the sport and teach Nike what trail runners actually needed for gear and support.
Why Brands Hesitated To Fully Back Trail Running
- Major brands evaluate whether a niche sport is marketable and profitable before committing significant budgets.
- Trail running's long race durations and variable conditions made it harder for brands to package media and sponsorship value initially.