Desire for Innovation with Nick Martire, CEO of norda

We sit down with norda co-founder Nick Martire during his recent trip through Bangkok and Chiang Mai, where the brand introduced the 055, its newest ultra-endurance shoe, to the Thai trail community.

It wasn't just a product launch. It was a return to a market that has supported norda since its earliest days. Familiar faces from Chiang Mai's running community came to Run2paradise Nimman for the exclusive meet and greet with the norda team. Afterwards, a trail run was led by Chiang Mai's Escape.runn crew, who are known for sliding down technical mountain lines in norda 001s.

doi trail research had the amazing opportunity to chat with Nick Martire while on that trail run and afterwards.

From building norda around a promise never to cut corners, to becoming the first brand to crack Dyneema® footwear uppers, to now meeting the Chiang Mai runners who've been pushing the shoes to their limits, Nick shares how an uncompromising approach to craft has become norda's identity everywhere it goes.

At doi, we believe a brand's values get proven once they meet the ground its community actually runs on. To see Nick Martire and his team come run trails with our community shows a level of unmatched commitment to the sport and the people who actually show up for it.

1. You were just in Bangkok and Chiang Mai to introduce the 055, your newest ultra-endurance shoe. What made Thailand a destination for you, and how did the trip feel overall?

Thailand is near and dear to our hearts. We’ve been in the market since 2022, shortly after our founding, and the running community in Bangkok and Chiang Mai has always welcomed us with open arms. It’s always great to come spend time with the people at institutions like Run2paradise, Runtitude, and Escape.

Regarding the trip specifically, it was an amazing experience, seeing everyone come together and sharing the trails with friends both old and new. Fortunately, I fared well in the heat too!

2. Take us back to the beginning. In norda's early days, what was your strategy to stand out in trail running? norda is headquartered in Montreal, so was it important to build the brand at home first, or was the thinking different from the start?

Our strategy to stand out was to make the finest possible products from the world’s best materials. Never cut corners, never take shortcuts, never spare an expense in that pursuit.

3. Looking back, what do you think ended up being the biggest factor in norda going from a Montreal-rooted brand to one that's recognized internationally?

Our product and our endless desire for innovation. We had nobody to please but ourselves and, as I mentioned, promised never to cut any corners. We were the first brand to crack the code for creating Dyneema® footwear uppers and the first to use only the finest materials for every centimeter of our shoes. That ethos is rooted in our home and in our Canadian roots, which value permanence over transience, but it translates globally.

4. You used to compete in cross-country skiing and ultra-endurance cycling. How much do you think that shaped the way you approach business, and how much of building an outdoor-centric brand was the plan versus something that just happened?

My experiences in cross-country skiing and ultra-endurance cycling gave me valuable lessons in persistence and dedication, as endurance sports tend to do when approached with an open mind.

5. norda's whole identity is built around not looking at other footwear brands for inspiration. Has that same instinct shaped how you approach marketing and growth as a business, or has that had to bend as the company's gotten bigger?

It hasn’t changed. We’re proud stewards of the brand and do things our way. Our goal is to do something entirely different from what exists today, and looking at other brands would just cause us to make more of the same. We prefer to focus on what we’re doing, what we’re passionate about — both inside and outside of trail running — and draw inspiration from those things.

6. Here in Chiang Mai, norda has a really specific following, especially with the EscapeRunn crew. You see these kids sliding down technical mountain lines in 001s, really pushing the limits of the shoe. What was it like meeting them in person after seeing them from a distance?

Meeting them in person was awesome. That’s exactly what you should do with our shoes: push the limits. I had a great time talking with them, learning about their mindset and approach to trail running, and was really struck by how kind and inquisitive everyone was.

7. After getting out on the trail with us and EscapeRunn, what stuck with you about Chiang Mai's mountains and trail culture compared to other places norda has traveled?

The landscape is beautiful, and the runners' respect for it is amazing. There’s a unique camaraderie between people and place.

8. You mentioned in a past interview that China alone runs something like 500 trail races a year, and now brands like Nike ACG have started putting real investment into athletes across Korea, China, and Japan. How is norda thinking about Asia as the sport scales this fast?

Since the earliest days of norda, Asia, especially Thailand, has been one of our strongest markets. We have fantastic distribution partners at RNG and Above The Clouds International, aim to be in the best doors in the region and meet the community where they are, respecting their trail culture and providing the right “tools” for the job.

9. Beyond the shoe itself, what do you think norda has done right in building a real community around the brand rather than just a customer base? Anything about how that grew that actually surprised you?

Everything we do is grounded in both integrity and innovation. I think that resonates with our community. Our team and our partners are very open, and I think that, plus our incomparable product, makes us unique in the space.

10. At doi, we believe that both Earth-made and man-made challenges exist for us to research more about ourselves. What are you currently "researching" about yourself this year, whether that's through business, running, or something else?

How to keep pushing the limits of innovation in trail footwear! That’s been the mission since the company was founded, and that’s still the mission today.