OMM (Original Mountain Marathon) is a British mountain running and outdoor brand with roots dating back to 1968, when the original two-day mountain marathon race was established in the UK’s rugged uplands. Designed around the demands of self-sufficient mountain racing, OMM built its reputation on ultralight, highly protective equipment engineered for harsh weather and long distances. Since becoming an independent brand in 2004, OMM has developed a loyal following among fell runners, trail runners, ultramarathon athletes and fast-packers, and is particularly well known for its lightweight packs, technical waterproof apparel and innovative fabrics such as Kamleika and PointZero. While the brand enjoys near-cult status in the UK and strong popularity in markets including Japan, Scandinavia and parts of Europe, it remains a specialist name globally, prized by mountain athletes who prioritise performance, durability and minimal weight.
The Opportunity
On paper, footwear feels like a natural extension for OMM. The brand was born from mountain racing and has spent decades designing equipment for runners tackling some of the harshest terrain and weather in the world. That heritage gives OMM credibility that many newer running brands can only aspire to. By launching a three-shoe range covering Fell, Trail and Ultra, OMM is creating a more complete ecosystem for its core audience, allowing runners to pair footwear with the packs, apparel and waterproofs the brand is already known for. At a time when many trail shoes are becoming increasingly cushioned and generalized, OMM also has an opportunity to differentiate itself with products that reflect its roots in technical mountain running, lightweight performance and all-weather reliability.
The Challenge
The downside is that OMM is entering one of the most crowded and competitive categories in outdoor sports. Trail running footwear is dominated by established specialists such as Salomon, La Sportiva, Hoka, while brands such as NNormal, Altra and Scarpa continue to fight for market share. Unlike packs or waterproof jackets, where OMM already has a strong reputation, footwear requires years of biomechanical expertise, athlete testing and consumer trust.
Among fell runners and mountain athletes, the most direct comparisons are likely to be drawn with inov-8 and VJ Sport – two brands that have spent decades refining footwear specifically for steep, technical and often wet terrain. inov-8 has long been synonymous with British fell running, while VJ has earned an almost cult-like reputation for its outsole technology, widely regarded as one of the benchmarks for grip on wet rock, slick roots and muddy mountain trails. For OMM, entering footwear means competing not only against established global brands, but against niche specialists whose credibility has been built shoe by shoe over many years. Given OMM’s own heritage in mountain racing, expectations will be high, and serious runners will inevitably judge the new Fell, Trail and Ultra models against the traction, precision and durability standards already set by Inov-8 and especially VJ – notably, both who have their own outsole!
FELL – 8mm lugs – 4mm drop –19.5/23.5 cushioning
TRAIL – 4mm lugs – 6mm drop – 21/27 cushioning
ULTRA – 4mm lugs – 8mm drop – 22/30 cushioning
One potential weakness of OMM’s footwear strategy is its decision to rely on Vibram outsoles rather than developing a proprietary rubber compound and tread system. While Vibram is one of the most respected names in mountain footwear and appears on countless premium trail and hiking shoes, it is not unique to OMM. In contrast, both Inov-8 and VJ have invested heavily in developing their own outsole technologies, giving them a clear point of distinction in a highly competitive market. For VJ in particular, exceptional grip on wet rock has become a defining part of the brand’s identity #bestgripontheplanet – while inov-8’s outsole designs are closely associated with British fell running and soft-ground performance.
This raises an obvious question for OMM: why should a runner choose an OMM shoe if the outsole technology is essentially shared with dozens of competing brands? For a niche company entering an already crowded category, proprietary technology can be a powerful way to stand out and build long-term loyalty. By opting for Vibram, OMM gains instant credibility and proven performance, but potentially sacrifices a degree of uniqueness. Ultimately, the success of the Fell, Trail and Ultra models may depend on whether runners see the overall package – fit, ride, upper design and mountain-running heritage as compelling enough to outweigh the lack of a distinctive outsole story.
More to the Vibram story
However, there is more to this story… OMM use a sole unit that is unique to the OMM shoe. Vibram, along with athlete Gediminas Grinius, developed over 1000’s of km’s a sole unit – cushioning and outsole – designed to be the perfect combination – VIBRAM SOLESYSTEM. Commercially though, it was unviable until OMM saw this and eventually turned the concept to reality. With specifically developed traction lugs, a wave shape, specific descent lugs, contour lugs and a Vibram midsole with MetaFlex – OMM believe they have the USP to stand out.
There is a clear logic to the OMM approach:
*Fell shoe has less cushioning, 19.5-23.5mm and 4mm drop. The Fell shoe comes in a regular fit and whopping 8mm lugs to grip in mud and soft-ground.
*Trail shoe sits in the middle ground with a 6mm drop and 21-27mm cushioning. The Trail and Ultra shoes both have 4mm lugs but come in two widths – regular and regular+
*Ultra shoe has 8mm drop for more comfort over longer distances and more cushioning with 22-30mm. The Ultra shoes both have 4mm lugs but come in two widths – regular and regular+
OMM may well be late to the shoe game but they are covering the bases to ensure that they have a product for all.
The Fell is arguably the most obvious shoe for the typical mountain marathon runner. But, the option of Trail and Ultra acknowledges the ever changing demands and needs of their audience.
Reviews to follow.
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IAN CORLESS 