The International Running Expo (IRX) continues to attract forward-thinking brands redefining performance, and this year welcomes Swijin, a company on a mission to transform the experience of women in sport through cutting-edge innovation and design. We sat down with Swijn to find out a bit more about their company journey and what attracted them to join the line-up at IRX.
Why has Swijn decided to exhibit at the International Running Expo this year?
We realise at Swijin that 63% of women experience breast pain while running. Their pain points are not only lack of support, but also chafing injuries from digging seams and fabric friction and those tight underbust bands means women lose their VO2 max during exercise. In a marathon, a woman with a well-fitted and supportive sports bra will save an entire mile because her stride is longer when she’s not trying to absorb breast bounce. And even more important, women with the right support do not absorb impact through their knees, which protects their musculoskeletal health.
We know that wholesalers are struggling to find the best sports bra choice, but now it’s easy and IRX gives us the platform to showcase what we do differently (we do not sew, we bond. We use the thinnest and strongest, finest textiles for fast-drying and comfort and we replaced the underbust band with a new technology to allow women to breathe freely).
This is our first big opportunity, and given that IRX is attracting the best retailers looking for products that are made with supply chain transparency (we have digital passports) we are excited to show what we’ve managed to create for women over the past five years of R&D.
How does exhibiting at IRX help your growth plans for 2026?
For the first time, Swijin will be seeking new retail partners. We are looking for a few exclusive retailers across Europe to drive our loyal female customer base to their stores. Sports bras are best when they can be tried on. We feel that strong retail partners with specialty run and outdoor shops have fantastic synergies with Swijin - Shops give our customer a place to try on product and speak to experts. In return, we help drive women into retail stores that might otherwise have a predominantly male clientele through ambassadors and community building.
What can buyers expect to see on your stand at the show?
Buyers will have access to see our 2027 line up and place pre-orders on exclusive retail-only pieces. These are items that will only be available to our partners and not online. In addition, buyers will be led through the innovation behind Swijin, meet our founder, Claudia Glass and have the opportunity to demo the product as well. To enter the Swijin booth is to begin the LIFT YOUR GAME journey.
Are you launching or showcasing anything new at the Expo?
Yes, we will have a new product to show - it's top secret so you'll have to attend to find out!
What are you most looking forward to about IRX?
Meeting retailers and getting their feedback. We are excited to be launching a wholesale program and we look forward to finding partners that share in our vision to advance women in sport through high-performance products, bold systems change and powerful communities that inspire women to live their strengths showcasing how we may look in stores, how to sell our products - to make people aware through education that we can improve women’s performance and health.
If you’re looking to position your brand alongside innovators like Swijin and connect with high-quality retail buyers actively seeking new products, The International Running Expo offers a powerful platform to accelerate your growth. With limited stand opportunities remaining, now is the time to secure your place, showcase what sets you apart, and be part of the conversations shaping the future of the running industry. Enquire today to find out how you can get involved.