Here’s How Jeff Staple Is Leading Brooks Into Lifestyle Sneakers

In a world where sneaker giants are sprinting towards performance-driven innovation, are gearing up for a bold second lap – one that didn’t quite go to plan the last time they tried. Back in 2014, the running specialist took a detour into the lifestyle market with the Brooks Heritage line, only to quietly pull back and return to their performance roots just three years later. Now, while other industry players are moving in the opposite direction, Brooks are lacing up for a comeback – only this time they’re taking a more measured stride.

Rather than chasing trends or forcing their way into the crowded streetwear space, Brooks are leveraging their hard-earned credibility as the go-to running brand in the U.S. to make a more authentic play for the lifestyle sector. Their re-entry comes after they banked $1 billion in global revenue in 2024 – without straying from performance footwear. As run clubs took to the Paris streets during January’s Fashion Week, Brooks exercised restraint and took a deliberate step towards unveiling their new lifestyle division, for which they’ve enlisted help from none other than , the legendary streetwear designer and collaborator behind the ‘Pigeon’. As the brand drops the STAPLE x Brooks Adrenaline GTS 4 in March, here’s why Brooks’ new lifestyle division is in it for the long run.

Working with Staple

Collaborations are everywhere in the lifestyle sneaker space, but partnering with a bona fide streetwear legend is a sure-fire way to build cultural credibility. Having created the riot-inducing ‘Pigeon’ Dunk as well as spearheading colabs with New Balance, PUMA and Crocs, Jeff Staple’s prevalence and influence are undeniable. That said, this partnership with Brooks isn't just another notch on the designer's belt. Rather than just being a one-off colab, Staple will continue to lead the new rollout, building on the genuine connection with the brand that has been years in the making.

‘Brooks and I actually started talking in the DMs eight years ago,’ Staple tells us. ‘They recognised the cultural significance of STAPLE in the sneaker and streetwear space. They wanted to merge their deep-running heritage with a design ethos that speaks to a broader lifestyle audience, which is something we’ve specialised in for a while now. The collaboration was really born out of mutual respect.’ It’s something that Matt Weiss, Brooks’ director of footwear merchandising in North America drives home: ‘We’ve had an existing relationship with Jeff, so when we made the decision to bring back the we were excited to show him and he was equally excited for us to work with him on it. We greatly admire his artistic vision and role in building sneaker culture into what it is today, and so it was a no-brainer for him to be our first collaborator on reimagining product from the vault.’

Given these conversations had been going on for eight years, the process was easy to iron out. ‘Collaboration is all about shared storytelling,’ says Staple. ‘I was heavily involved at every stage, from concept to final product. We looked at how Brooks’ DNA in performance running could meet STAPLE’s signature design cues. We focused on materials, colour palettes, and storytelling elements that could bring both worlds together authentically,’ he explains.

The Go-To Shoe

Everyone’s favourite daily beater is different, but Staple’s criteria is this: ‘A go-to shoe is that sneaker you can wear anywhere without overthinking. It’s all about versatility. Whether you’re going for a walk, meeting friends, or travelling across time zones, you want a shoe that blends comfort, style, and durability.’ It makes sense that Staple’s work will kick off with the Adrenaline GTS 4, as GTS actually stands for go-to shoe and the model is largely credited with saving the company after it neared bankruptcy in 2001.

The Adrenaline GTS was launched in 2002, five years after the launch of STAPLE, which means Jeff had plenty of memories of the model hitting the market, though it was a hardcore running shoe at the time. As the current lifestyle market continues to see retro runners trend, Staple was able to spot that the Adrenaline GTS 4 had heritage but was also prepped for the current zeitgeist. ‘The Adrenaline GTS 4 is an interesting starting point because, even back then, it was known for being a reliable, go-to running shoe,’ Staple tells us. ‘It was one of those sneakers you might have seen on dedicated runners but never really considered outside of that context. My job now is to reframe that story, giving it credibility in the lifestyle world. Brooks has always been about performance and comfort, and those elements resonate well with street culture and sneaker culture today.’

Like any bit of 2000s tech, the retro required a few modernisations – especially when it came to comfort. ‘The goal was to honour the legacy while making it current,’ Staple says. ‘We took a deep dive into material innovation and modern aesthetics. Brooks doesn’t just straight retro shoes out of the vault. They actually re-engineer them to give it a fit and feel that’s equal to their 2025 performance footwear. You’ll see updated textiles, reworked cushioning, and a fresh colour scheme that speaks to today’s street culture. At the same time, we respected the structure and silhouette that made the original a runner’s favourite,’ he continues. As a result, the 2025 Adrenaline GTS 4 keeps its Hydroflow Gel innards but benefits from a reworked foam midsole for an updated cushioned feel.

The GTS 4 isn’t all that Staple and Brooks have in their stable either, as the partnership is set to evolve over the next few years. ‘Brooks have some crazy hidden gems in their archive,’ Staple hints. ‘I won’t spoil too much, but there are models with a ton of potential if they’re reinterpreted the right way. The Beast and some older Chariot iterations have a lot of runway in terms of storytelling opportunities. I also especially love the ,’ he says, referencing one of the brand’s trail running models.

Running Into Lifestyle

Brooks know that their move into the lifestyle market won’t come easy. The brand had previously forayed into re-releasing lifestyle-geared archival product with the launch of their Heritage line in 2014, which celebrated the brand’s 100th anniversary. The line reissued products from the 70s, 80s and 90s, and the silhouettes were pretty much one-of-one retros that featured a few changes like better quality materials. It was Brooks’ hope that the Heritage line would pique the interest of the lifestyle market, but the line was discontinued in 2017. At that time, Brooks didn’t publicise exactly what factors led to them closing the line, but CEO Jim Weber told Footwear News that they wanted to refocus on running: ‘[Running] makes every day better, it’s an investment in yourself and it transcends the sport for millions of people who continue with it into old age… We’re 100 percent focused on run.’

With the running market expected to grow by $103.6 billion between 2025 and 2029, it may seem an odd time for Brooks to split their focus and relaunch into lifestyle. However, Weiss thinks the timing couldn’t be better. Citing the same phenomenon that has also seen brands do the opposite and dial up their running efforts, he says; ‘The lines between performance and lifestyle are blurring more than ever before and our pinnacle performance silhouettes are resonating with a lifestyle audience. While we might be making product for runners, it’s also appealing to everyone who can see and appreciate the designs and technology that we’re bringing forward in performance product. Lifestyle is another avenue to showcase our craftsmanship.’ But given Brooks' history with Heritage and the fickle nature of the sneakersphere and its changing trends, Weiss knows the move will have its challenges. ‘There is a lot of excitement and momentum within the space, but we want to remain focused – not chasing trends but creating something that the consumer is going to love and that we are proud of. We are being very intentional with the products we bring back, the stories we tell, and when and how we’re releasing them. We’re exploring our rich history and taking inspiration from where our brand has played over the last 110 years. Every shoe has a story rooted in Brooks’ heritage and we will not sacrifice storytelling for scale.’

The launch of the brand’s lifestyle line doesn’t mean they’re planning on slowing down in the running race either, as Brooks are gearing up to drop the Hyperion Elite 5, their most advanced super shoe to date. The lifestyle line is there to open things up and offer customers opportunities to wear the brand all day, and Staple won’t be the only collaborator. Brooks are looking to line up additional partners, after tapping the likes of Extra Butter and Saturdays NYC on their runners last year. With that said, this preliminary launch with Staple will no doubt provide the brand with plenty of learnings to take forward into their new era. ‘We’re just getting started and can’t wait to see the response to this new chapter for our brand,’ says Weiss. ‘We’re excited to add this type of product to our offerings and look forward to continuing to evolve.’

The Jeff Staple x Brooks Adrenaline GTS 4 is available now. Hit the link below to get yours.