FEET FIRST by SHYU

SUPPORTING UNSIGNED ELITE AND SUB-ELITE ATHLETES TAKING THE NEXT STEP ON THEIR RUNNING JOURNEY

Building on the success of 2025, we’re proud to continue FEET FIRST in 2026, our sponsorship program for athletes on the verge of taking a big step in their running journey. This program supports unsigned, often overlooked athletes who love to put it all on the line. They go out to win, and sometimes they do. When they don’t, they make sure those who did know they were in the race. These athletes push the lead pack, and themselves, to the next level.

THIS IS ABOUT MORE THAN SOCKS

FEET FIRST is about providing meaningful support and a platform for the next generation of athletes to thrive.

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OUR PLEDGE TO THE RUNNER

What we will provide

We will support four athletes with a 12-month sponsorship package from February 2026 to January 2027, including:

  • £2,000 / $2,500 USD / $4,000 AUD cash contribution towards race entry and travel expenses
  • Four pairs of running shoes, a mix of carbon-plated racing shoes and training shoes for your SHYUs
  • Matching racing SHYUs and plenty of training SHYUs
  • Our 2026 SHYU x Black Sheep team kit
  • Direct access to our Athlete Manager for support whenever needed
  • Connection to a network of people within the global running community, including other athletes, coaches, events, and complementary brands
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WHY ARE WE DOInG THIS?

Because we can, and we should

SHYU was founded by a runner with a genuine love for the sport and its competitors. We want to see running and runners flourish.

While we can’t fund athletes full-time yet, we can give back in meaningful ways. Supporting potential future stars with some cash, a few pairs of shoes, and plenty of SHYUs is our way of helping the sport grow.

When these athletes go on to win races, medals, or sign with major brands, we celebrate their success with pride and give them our full blessing. This is why we do what we do.


Who can apply to Feet First?

If you’ve got heart, ambition, and big dreams in the sport, we want to hear from you. Open to anyone aged 16+ from anywhere in the world, with the cash element of the sponsorship adjusted to your local currency.

How does the selection process work?

There is a button at the bottom of this page with links to a questionnaire. Submit that by January 9th. We will then contact a shortlist of people for a short online call with the aim of getting to know them and their running even better, and from this shortlist we will select four athletes to receive our sponsorship for 2026.

What do the athletes need to do in return?

Work hard and realise their potential.

We will be more specific when speaking to the shortlisted athletes, but we essentially ask they:

  • Wear SHYUs during training and racing.
  • Wear the team kit during races (where allowed).
  • Participate in at least two SHYU events throughout the year, such as a photoshoot, shake out run, marathon expo etc. Any additional expenses incurred would be covered.
  • Keep us regularly updated about their race plans.
  • Contribute to our SHYUSletter.
  • Allow us to use their image and share their story.

Do I need to create content?

No.

If you do - great. But this isn't a social media contest so there's no requirement to create content at all.

We will likely work with you to produce content on your behalf that tells your story, but this will be done by professionals.

Will I be contacted even if I'm not successful?

Yes, you will be contacted regardless of the outcome of your application.

READY TO APPLY?

Our 2026 application window is now open until the 9th of January.

Click here to apply!