Rabbit, the niche California running apparel company, becomes a footwear brand with the release of its first shoe, the rabbit Dream Chaser ($160) in full Boston Marathon livery, as the shoe will see its public launch during the expo at this month’s Boston Marathon.
Like its New England cousin Tracksmith and more recently lululemon, rabbit has made the unexpected pivot as an apparel company that becomes a shoe company, rather than a shoe company becoming a full apparel manufacturer, as we’ve seen with Hoka, On, Salomon, La Sportiva, and so many more.
The rabbit Dream Chaser. Photo: rabbit
Rabbit’s Background
It’s worth noting rabbit’s position in the market: The brand was founded in 2013 by two women, Jill Deering and Monica DeVreese, and has become one of the world’s largest independent running specialty apparel brands.
Rabbit co-founder Monica DeVreese with the brand’s debut shoe, the Dream Chaser. Photo: rabbit/Peter Young
Trail runners and ultrarunners will have long seen rabbit as a staple on the scene, with the brand supporting numerous well-known figures in the sport at one time or another, including Eric Senseman, Taylor Nowlin, Sandi Nypaver, Sabrina Little, Coree Woltering, and many more. Rabbit has been quick to pin itself on core concepts in the community like fastest known times, diversity and inclusion, and grassroots running team sponsorships.
Rabbit’s apparel has always been very high quality while being quirky and emphasizing fun. For example, their care labels have included the instruction, “don’t bleach, mmkay?” Their presence is like a love child between Goodr and Path Projects; silly and humorous but well-made and designed specifically for the needs of trail runners.
Rabbit has also focused nearly as much energy on road runners, emphasizing its Olympic Trials qualifiers — with the same grassroots road and track programs — as much as Western States 100 Golden Ticket seekers.
Rabbit Dream Chaser
The rabbit Dream Chaser is described as a daily trainer with neutral characteristics. Two parallel carbon fiber ribbons, branded as Carbon Trax, run along the medial and lateral edges of the midsole rather than being a full or forked plate, as is found in other carbon-plated shoes.
The midsole itself is made of 85% recycled ETPU (expanded thermoplastic polyurethane) Flowstate Foam. This shoe also includes premium Blumaka insoles, which are said to add additional cushion and energy return.
The technology behind the rabbit Dream Chaser. Image: rabbit
In its press release, DeVreese says, “As we introduce our debut shoe, we set out to create something that would resonate with runners of all levels. Revealing a footwear breakthrough aimed at enhancing daily runs, we’re thrilled to unveil an everyday trainer infused with the exceptional performance of carbon fiber.”
Rabbit has been equitable in its approach to women’s and men’s apparel design needs in the past, bringing that same attention to the Dream Chaser. Rabbit says it started by first designing the Dream Chaser around a woman’s last before working on the men’s shoe.
Rabbit lists the shoe at 8.7 ounces for a U.S. women’s 7 and 10.2 ounces for U.S. men’s 9. The Dream Chaser has a 5-millimeter drop with stack heights of 32 millimeters in the heel and 27 millimeters in the toe.
The rabbit Dream Chaser is already available on rabbit’s website.
The rear of a pair of rabbit Dream Chasers. Photo: rabbit
