Women’s Running Brand Oiselle Now Woman-Owned

SEATTLE, WASHINGTON (April 3, 2025) – Women’s running brand Oiselle announced it is now a woman-owned company. This milestone comes after the brand welcomed new leadership in late 2023 and received a majority investment from long-time proponent and runner, Margo Cramer.

The appointment of current CEO Arielle Knutson in October 2023 marked a turning point for Oiselle. Under her leadership, the brand re-focused on its core mission: The transformative power of running for women and community. The brand has also seen significant gains in its membership and community-focused programs. In 2024 the company revived strategic wholesale partnerships, resulting in double digit percentage growth in wholesale and overall revenue.

“I’ve long admired Oiselle for its high-performance gear and tireless advocacy for women in the running and outdoor industry. We already know that investing in women’s sports is smart business. For me, investing in Oiselle is an opportunity to showcase what a women-led team can build with the right strategy, resources and people,” Cramer said. “I’m honored to be able to help steer a Seattle-based business through this exciting period of growth.”

Cramer’s investment represents more than financial backing — it symbolizes Oiselle’s unwavering commitment to remaining a brand powered by women. As a lifelong runner from Seattle, Cramer’s passion for the sport, industry experience and belief in Oiselle’s vision make her a natural partner for the brand’s next phase.

“Running is more than a sport for Oiselle, it’s a platform for community and impact, and we are thrilled to be working with Margo,” Knutson said. “Our sport (running) is growing, creating new opportunities for athletes and brands alike. We’re continually working to grow the strength of women in running, and that includes working with passionate and mission-driven partners and investors to amplify the impact we make.”

This investment and partnership comes at a critical time, as Oiselle and women’s sports as a whole continue to surge ahead. Funding for women’s sports is growing at an unprecedented rate and the rise of running and run culture is a part of that powerful shift. Oiselle is doubling down, continuing its funding efforts with a clear focus on the future.

Founded by Sally Bergesen in 2007 and run by her until 2023, Oiselle previously entered into a partnership with Janji. Knutson joined the brand in late 2023 and has since led the company to notable growth despite headwinds. The brand is led and staffed by women, who often utilize their own experiences as female athletes, as well as the feedback of Oiselle users, to craft one-of-a-kind athletic apparel.