Running shoes get plenty of attention, but the layer between foot and shoe can be just as important to everyday comfort. Hilly is refreshing its running sock range with that principle in mind, combining familiar favourites with new designs aimed at today’s runners.
Speaking to Running Insights, Jon Wild of Ronhill explained that the brand wants to keep the qualities runners already value while responding to changes in training, racing and footwear.
A lighter option for faster days
The headline addition planned for spring/summer 2027 is Hilly’s new Race category. It is being developed for race day, quicker sessions and warm-weather running, with a focus on low weight and breathability. Hilly says it has worked with its own factory on the new Race sock without compromising its quality standards.
That direction reflects a wider shift in the kit runners use. As fast, responsive shoes have become more prominent, some runners prefer a pared-back sock that feels unobtrusive. Others still value cushioning and protection, which is why Hilly is continuing to refine existing models rather than replacing its established range wholesale.
Trail, toe socks and everyday choices
Alongside Race, the brand is updating its Toe and Trail collections. It is also introducing more crew-length styles and fresh colours, giving runners a broader choice of fit and appearance.
Hilly’s longstanding Twin Skin, Supreme and Marathon Fresh lines remain part of the story. The refresh is intended to connect their reputation with a more contemporary presentation, not abandon the heritage behind them.
Why socks deserve a place in the kit conversation
Wild believes too many people still run in basic socks. His point is not simply that technical socks are another product to buy: fit, comfort and the way a sock works with a shoe can make a meaningful difference to how enjoyable a run feels. No sock can guarantee blister prevention, but choosing the right fit and construction is a sensible part of preparing for training or racing.
The brand says it uses feedback from runners, retailers and test athletes when developing new products. That practical input matters because runners’ needs vary: a short summer race, a wet trail session and a long easy run can each call for different choices.
What comes next?
The next 12 months will bring new styles, updated colours and a refreshed Hilly identity. The SS27 Race launch is the clearest sign of the direction: technical performance rooted in an established running brand, with enough variety for runners to find the sock that works for them.
Based on an interview supplied by Jon Wild of Ronhill, 31 October 2026.
