In every runner’s stride lies an individual choice, yet also a collective dimension—shaped by creativity, expertise, progress, and aesthetics applied to the world’s oldest, yet ever-evolving, sport. Athleta Magazine and Runaway shine a light on the figures who embody the unique multidimensionality of running: the ‘RunMakers’—those who have discovered far more than a mere pastime in this discipline, but rather a platform to affirm and evolve their visions, even from a professional standpoint. They are key players in an industry that, for each ‘RunMaker’, is synonymous with passion, expertise, and philosophy.

Let’s explore why with our first ‘RunMaker’, Julien Traverse, co-founder of the Brand Creative Agency and Community Hub ‘All Triangles’—a forward-thinking and, at the same time, artisanal reality devoted to exploring new frontiers in the contemporary running scene. Thanks to the all-arounder expertise of the ‘All Triangles’ team, every product becomes a reflection of historical awareness, technological research, active passion, and respect for each brand’s identity. This is Julien Traverse testimony. 

What personal paths, needs, ideas, and foundations led to the creation of All Triangles? 

“I hail from the southeast of France, just a stone’s throw from the Mediterranean coast. From a young age, I’ve had a deep passion for sports, particularly board sports like windsurfing and snowboarding. Running has always been integral to my windsurfing training, though never as a competitive pursuit. Footwear, too, has been a lifelong obsession – I’ve been captivated by shoes since I was a child.

For the past 15 years, I’ve called Annecy home. I moved here in 2010 to work with Salomon, initially with their snowboard team. I was the product line manager for snowboard boots, and after a year and a half, I transitioned to Salomon Footwear, where I oversaw their lifestyle and fashion program for six years. Eventually, I moved to Arc’teryx, which is under the same parent company. While the brand and product focus shifted, my role evolved a little: overseeing all categories of footwear.

When I first joined Salomon, I thought I’d stay for maybe two or three years. I never imagined I’d stay for as long as I did. I had promised myself that by the time I was 35, I’d be running my own business. If I was still at Salomon or anywhere else by then, I knew I’d have to make the leap on my own. The vision was clear: I was passionate about both sports and footwear, but I felt like the companies and their processes were disconnected from the heart of the sport. For example, manufacturing in Asia has its advantages – like the efficiency and expertise in athletic footwear production. But something is missing for me: the creators aren’t intimately involved with the product. They aren’t getting their hands dirty in the workshop, feeling the materials, or engaging with the process from start to finish.

That’s why the idea of creating my own studio took shape. I wanted to bring everyone working on a footwear project together under one roof, as part of a single, cohesive team. Today, All Triangles is just that – a collective of experts, each specializing in their area of expertise: brand strategy, design, development, pattern making, testing, and more. We’re a close-knit team of 14 professionals, each contributing their unique skill set.

The biggest advantage of doing everything in-house from the very beginning is breaking through the mental barrier of risk. This is the philosophy behind All Triangles. When you have an idea, you design it, create a tech pack, send it off to the factory… and there’s always an element of uncertainty. When we build a shoe, we send everything: the shoe itself, all the spare parts, the cut patterns, materials, and tech packs. Then, we work with the factory to replicate what we’ve already perfected. Everyone is involved from the very beginning – from design to the workshop. We prototype in-house, usually spending months on the process. After that, we collaborate with factories to duplicate the work we’ve already perfected internally.”

What role does the Outdoor Sports Valley of Annecy play for your company?

“What makes Annecy so special is the vibrant community of runners and trail runners that we have here. The mountains are on our doorstep, making it incredibly convenient for outdoor enthusiasts. Being in Annecy also places us just an hour away from Chamonix and other footwear hotspots, which is a real advantage. We’re surrounded by people from both the mountaineering and trail running communities, which creates an inspiring and dynamic environment. The location is ideal, especially because it’s a hub for outdoor brands. With around 450 outdoor-related companies in the region, it’s common for suppliers, designers, and freelancers to visit different brands in the area. It’s easy for them to swing by All Triangles as well. Over time, we’ve become a true center of gravity for the outdoor community.”

Why triangles as a symbol?

“The idea of the triangles came about when I was starting the company with a friend. We were deeply focused on brand and marketing strategy, working out of a tiny 8-square-meter office in a massive building. Our days were spent defining parameters for distribution, consumer profiles, brand identities… Everywhere we turned, we kept seeing triangles – they just naturally became part of every project. My former partner often said that the triangle is the most stable shape, always balanced. And we thought, ‘There’s something meaningful in this.’

The ‘All’ part came a bit later. To me, it felt like a modern way of saying, ‘We’re working with every triangle.’ Some people later joked that I picked triangles because, living between the mountains, I saw them everywhere – almost like a poetic reflection of the mountain landscape. But, for me, it was more about representing a pyramid of consumers, distribution, and everything in between. And, at the end of the day, we needed a name. This one just happened to be available.”

How do you begin a collaboration? Do companies reach out to you directly? If so, for what reasons? 

“I’ve never relied on traditional advertising, nor do I have a dedicated commercial team. All the conversations with potential partners or customers are led by me. It’s mostly word of mouth and loyalty. For example, we’re currently hosting a North Face trail running athletes summit here. I’m incredibly loyal to brands like The North Face – they embraced the full All Triangles vision from the start and have shown nothing but respect for the direction we’ve taken.

What really drives us is understanding the true vision of sports. My role in the agency is to dive deep into the brand’s vision and understand what we’re working with. Today, every store is filled with brands and products, and everyone’s trying to bring something to the table. My belief is that brands and products need a clear point of view if they’re going to stand out. We need to arrive with the right brand, the right product, at the right moment – because having the best idea too early doesn’t have the same impact as having the best idea at the right time.

Our approach is more brand-centric than consumer-centric. That doesn’t mean we don’t test our products. We collaborate closely with athletes and key people in our space to ensure everything we create is the right fit and top quality. It’s also our job to engage with them, listen to their insights, and keep an eye on emerging trends, so we can mix everything together and stay ahead of the curve.”

What role do your sports knowledge and passion, as well as your contact with sports-involved people play in these dynamics?

“I wanted to create a space where all my friends from the sports world – whether it’s snowboarding, trail running, paragliding, mountain biking, and more – could come together in one place. That’s why we designed the company with a bar, a lounge, a climbing wall… and we are also partnering in  a climbing gym nearby. People come, we hang out, and we talk. We’re deeply embedded within the community, driven by a shared passion for what we do. It’s this mix of connection, energy, and collaboration that fuels everything we create.

We use each product ourselves, constantly testing and refining them. Our goal is to have a distinct point of view – our own perspective on things. From there, we connect with athletes, our community, and brands. By following this process, we significantly reduce the chances of failure.”

Does working on running shoes for different brands, often competitors, create conflicts or particular challenges? 

“We focus on how to capture and convey the essence, the code, the DNA of each brand to the market. When I think about the emotions behind brands like Patagonia, La Sportiva, or Salomon, they all evoke something different. We have to follow and respect each one of these emotions. And we must carefully select projects to ensure we don’t end up with things that resemble one another. In the past, we worked on a project for The North Face, and a few months later, a potential customer approached us with a very similar brief. I made the decision not to take on the second project.”

Running is increasingly influenced by external worlds and scenes. In the case of your creative agency, how important is the influence, research, and study of areas unrelated to running? And what is the secret formula for standing out in such an overcrowded field?

“The hybridization of categories, products, and worlds always brings something very specific, especially when it comes to materials. This is where we invest a lot of research, drawing inspiration from industries like aerospace and automotive. Today, materials are being advanced by larger industries than footwear, and we try to push the boundaries of research, including the marketing side. It’s essential to study the social landscape and how it’s evolving.

When I look at the evolution of running, particularly the community aspect, I find it almost amusing because so many trends we saw 20 years ago are coming back. It’s a contemporary shift that’s giving rise to a lot of new brands. There’s a lot happening right now, especially with younger people creating apparel and footwear brands because it’s easier than ever. The accessibility to footwear development has drastically improved, and people are more willing to take risks. It’s an exciting scene. There’s also a huge amount of crosspollination at play. We’re seeing a lot of disruption, especially from core cultures impacting running, with brands like Portal and Roa, Satisfy, Norda or Bandit in the U.S., and others. It’s definitely a fascinating time.”

What are the role of athletes and specific testers in your creative and data flow? 

“It really depends on the type of shoe we’re creating and its intended purpose. When we need to test construction or durability, athletes are heavily involved in the development process since they run much more than the average person. However, we can’t rely on pro athletes being in Annecy every day, so we have a pool of about 30 to 40 testers here, and we work with them as much as needed. For example, just last week, we went to the south of France with 10 runners for an intensive durability test. Over four days, we asked them to run between 150 to 200 kilometers to thoroughly test the shoe’s comfort, materials and construction durability. We also work with regular runners, and we actively engage with them at our space in Annecy. We organize events, including night sessions, to keep things dynamic. Additionally, we have a lab where we can test their feedback and insights as well.”

What evolutions do you foresee for your creative agency, and what are your long-term goals?

“Today, I have 14 people working with me, and that’s the maximum I want. It’s not that I don’t want to bring on more people – it’s more about maintaining the quality of work and the pace we’ve established. I don’t want to split the company into multiple teams; I prefer having a direct connection with everyone. I’m incredibly happy with the process we have in place, and the work we’re doing right now is exactly what I love. I’d be happy to keep the company small, maintaining the flexibility and agility that comes with it. The mindset I’ve instilled in All Triangles is similar to that of an ultra runner: we work hard, we focus on the task at hand, and eventually, the solution will emerge. I believe in the power of focus and constantly refining what we do.We are not visionaries. We are people who work hard to turn visions into reality.”