53+ best new products in July from Hoka, Beis, Olaplex and more

In July, several major brands unveiled a range of new products, including standout releases from Hoka, Saucony, Brooks, and Sony. Among the highlights were new athletic footwear and tech gear, each tailored to meet evolving consumer demands. Hoka introduced two versions of its popular Clifton model, while Saucony and Brooks upgraded their respective flagship running shoes. Sony also announced a highly anticipated digital camera, marking a significant step in its product lineup. Hoka released the Clifton 11 and the Clifton Pro, both designed for everyday use but with distinct features catering to different user needs. The Clifton 11 retains Hoka's signature plush cushioning, featuring a mesh upper, a softer sockliner, and reflective detailing. It is available in standard and wide sizes for both men and women. The Clifton Pro, however, is positioned as a performance-oriented variant, offering enhanced foam technology, a more aggressive rocker-shaped outsole, and improved durability in high-wear zones. Both models include a double-lace lock system to secure the tongue during movement. According to NBC Selected reporter Zoe Malin, who tested the Clifton Pro, the shoe provides a balanced mix of comfort and responsiveness, making it suitable for longer runs. She noted that the shoe’s design allows for greater toe space, reducing discomfort during extended activity. Saucony’s Paramount Max represents another leap in cushioned footwear, boasting some of the thickest foam layers ever used in the brand’s history. This model features a high-rebound footbed, a wide base, and segmented midsole technology to enhance flexibility during motion. Breathable mesh covers the upper portion, and the anatomically shaped heel minimizes pressure points. Malin described the experience of wearing the Paramount Max as almost weightless, noting how the thick foam creates a sensation akin to running on marshmallows. She found the shoes particularly beneficial for recovery runs due to their ability to absorb shock effectively without adding unnecessary bulk. Brooks updated its Hyperion Max 4, a race-training shoe known for its responsive cushioning. The new version includes a dual-layer foam system that offers both support and energy return, along with a nylon plate that aids in propulsion. A rocker-shaped outsole facilitates smoother heel-to-toe transitions, crucial for maintaining speed over long distances. The shoe’s breathable upper ensures ventilation during intense workouts, while the tongue is secured to the sides to prevent shifting. These improvements aim to make the Hyperion Max 4 a versatile option for runners seeking both endurance and performance. Beyond footwear, Sony made headlines with the release of the RX10 V, its first digital camera in nearly a decade. Building upon the success of the RX10 IV, the new model combines a compact form factor with advanced imaging capabilities. It features a 25x optical zoom, equivalent to 24–600 millimeters, allowing photographers to capture distant subjects with clarity. The RX10 V maintains the core strengths of its predecessor, such as a large built-in lens paired with a smaller image sensor, while incorporating enhancements to improve usability and performance. This launch underscores Sony’s continued commitment to innovation in the digital photography sector. These new releases reflect broader trends in the market, emphasizing comfort, versatility, and technological advancement. As consumers increasingly prioritize both function and aesthetics, brands are responding with products that cater to diverse lifestyles and activities. With ongoing updates and innovations, these companies continue to shape the landscape of modern consumer goods.