FEET FIRST by SHYU

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

In 2025 we are launching 'FEET FIRST', our sponsorship program designed for athletes who we believe are close to taking a big step in their running journey, and would benefit from a little SHYU support to help them take it.

These are the unsigned and sometimes overlooked athletes who love to put it on the line. They go out to win (and sometimes do), and when they don't, they make sure those who did, know they were in a race that day. They're the athletes on the shoulders of the lead pack, pushing themselves and those around them to get to that next level.

THIS IS ABOUT MORE THAN SOCKS

It's about providing support, Feet First, and a platform that will enable the next generation of athlete to thrive.

Desktop Image

OUR PLEDGE TO THE RUNNER

What we will provide

We will provide four athletes with a sponsorship package from Jan-Dec 2025 that includes:

  • £1,500 / $2,000 USD / $3,000 AUD cash contribution towards race entry and travel expenses.
  • Four pairs of running shoes of their choosing*
  • Matching racing SHYUs (of course) plus plenty of training SHYUs.
  • Our 2025 team kit, with singlet and bottoms included**
  • SHYU branded teamwear.
  • Direct line to our Athlete Manager who will support whenever needed.
  • Access to a network of people within the global running community, including other athletes, coaches, events and complementary brands.

*there must be a matching sock!
**kit partner being announced in early 2025.
Desktop Image

WHY ARE WE DOInG THIS?

Because we can, and we should

We are a company founded by a runner who has a genuine love for the sport and those competing in it. We want to see running, and runners, flourish.

Whilst we don't yet have the resources to fund athletes full time, we do have the desire to give what we can back to the sport to help it grow. We believe that pushing the potential of future stars by providing some cash, a few pairs of shoes, and lots and lots of SHYUs, is one way we can do it.

Hopefully these athletes will go on to win races, medals and sign a contract with one of the big brands. If that happens, we beam with pride and they go with our absolute blessing.

This is why we are doing this.

Who can apply to Feet First?

Anyone with "hope in their heart and dreams in their head". If you believe you can go on to achieve great things in the sport and are aged 16+ then we want to hear from you. You can reside in any country and the cash element of the sponsorship will be 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 December 27th. 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 2025.

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.

READY TO APPLY?

Our 2025 application window has now closed and we will soon be revealing our athlete lineup.