Not Adidas, Not Nike—Stylish Celebs Are Now Very Into This Under-the-Radar Trainer Brand

I’ll be honest—when I think about the trainer brands making waves right now, Ecco isn’t exactly top of mind. Known for its orthopaedic-friendly soles and practical designs, the Danish label has long been synonymous with comfort over cool. But it looks like things are starting to shift.

Just last week, I spotted Suki Waterhouse wearing a pair of Ecco trainers that made me look twice. Ditching the usual Nike or Adidas staples, Waterhouse opted for the brand’s under-the-radar Biom Lite-W style (£120), and honestly, she couldn’t have chosen better. With a sleek, streamlined silhouette, subtle stripe detailing and a rich, burgundy hue that matched her tonal shorts, Waterhouse’s low-profile trainers felt like a surprisingly natural pairing to her sporty ensemble.

Not just Waterhouse, I also noticed that actor Chloë Sevigny has developed a penchant for the brand. Wearing Ecco’s Biom C-Trail Trainers, now on sale for £108 Sevigny created a typically chic outfit, pairing the lace-up style with a swishy, feminine skirt and utilitarian jacket.

Ecco, once the go-to for sensible walking shoes, is clearly in the midst of a rebrand. The brand’s newer silhouettes manage to retain Ecco’s technical edge while tapping into trend-led shapes, colours and design details that feel distinctly now.