Borderlands Trail (+ Ultra) Running

Francesco Puppi has been ultra trail running for a long time, but his 2025 wins at UTMB's CCC, The Canyons 100k, and Chianti 47k put him squarely on the radar of the average American fan.
Anytime Francesco Puppi is in a race, he's a contender and one that the other contenders have to account for. The Black Canyon course suits his marathon speed even with its techincality.
He wins big mountain races but is speedy when the course suits.
No matter how the race shakes out, Francesco Puppi will make it fun for fans simply by bringing his gifts to the race and course.
Presented by Kiprun.
Hosted by Josh Rosenthal, founder of Borderlands Trail Running.
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Salt Lake Foothills Trail Races | 30 May 2026

Alex Zono designs running gear for anyone who truly digs running. He puts his heart and soul into it and its not necessarily optimized for a pace, but a mindset and spirit.
But don't let that playful lightheartedness fool you, Alex Zono is going to run Black Canyon 50k with intent to finish on the leaderboard.
Go see his apparel line and you'll feel the juxtaposition of a brand truly in its element at Paris Fashion Week and a runner truly in his element at Black Canyon 50k.
In this episode, Alex sits down with Josh Rosenthal and Sam Lohse in Borderlands Studio at Paris Fashion Week to talk about his love American dirtbag ultra and trail running, design, and the world of Paris Fashion Week for runners.
"Running is My Best Friend" reference is from Alex Zono's collection.
Presented by Kiprun.
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Salt Lake Foothills Trail Races | 30 May 2026

Josh Rosenthal, Inky Steve, Sam Lohse, Mike Kratzer, and Simon Freeman (co-founder of Like the Wind) sat down in the Borderlands Podcast Studio at Paris Fashion Week to talk about the purpose of PFW and why its important for runners to pay attention to it.
You certianly don't have to, but if you're curious or care at all about what's happening with Running Apparel and Clothing, its a brilliant event. Its not for consumers though. It's a classic B2B event in random shops in the 3rd Arrondissement of Paris.
There is no central hub telling you what shop is where. You only know where to go if you know where to go. Some brands post on social while others want to be 'found' more organically.
It's all interesting. But also useful.
Presented by Kiprun.
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Salt Lake Foothills Trail Races | 30 May 2026

Paul Mellor joins Josh on the show — founder of underdog-focused creative agency Mellor&Smith, executive producer and 4x BAFTA nominee on Boiling Point, and currently working on a fresh documentary about ultrarunning legend Lazarus Lake.
We dive into why trail runners should care about the bigger outdoor industry, Nike's surprisingly humble return to trail running, what makes certain brands unforgettable (and why others fade into the background), and the power of standing out as an underdog.
Presented by Kiprun.
Paul Mellor is the founder of Mellor&Smith, a creative advertising agency that specializes in helping underdog outdoor brands — those not yet dominating their category — get noticed by the world. His clients include some of the biggest names in outdoor and adventure who are still fighting for pole position.
Beyond advertising, Paul is an executive producer and four-time BAFTA nominee for the acclaimed film Boiling Point (yes, that intense one-take kitchen drama). He's currently deep into producing a new documentary on Lazarus Lake (Laz), the mythical creator of the Barkley Marathons and Big's Backyard Ultra — offering a perspective on Laz you've never seen before.
Why trail runners and the trail community should pay attention to the wider outdoor industry
Nike's re-entry into the trail running space — why acg feels refreshingly humble
The ingredients that make certain brands memorable in a crowded market
Why some brands struggle to stand out and may never truly resonate
The mindset and creative approaches that help underdogs punch above their weight and get noticed
A sneak peek into Paul's work on the upcoming Lazarus Lake documentary and what makes this take unique.

Connect with Paul Mellor on LinkedIn
Resources & Links:
Nike ACG
Rapha
Satisfy
The Speed Project
Kantar Research — Insights on brand investment effectiveness
Paul Dyson & 2009 + 2020 Media Study — On brand allocation and effective marketing levers

Tommy Lewis and Josh Rosenthal talk about how they're a bit tired with the business of running (content and everything else) but they share a continued commitment and fascination with running itself.
Tommy is the final guest in our series celebrating those who bring light to the world through running. Others have included Laz Lake, Nils Arend, Scott Jurek, and Dean Karnazes.
He's a content creator and influencer buildling communities around running sustainabily with a sense of purpose and joy.
Presented by Kiprun.
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Borderlands.cc | Podcast Network
Sign up: analog*Borderlands [new]letter
Wylder is now available on iOS + Android.
Salt Lake Foothills Trail Races | 30 May 2026