Hoka, Sony and Olaplex appear in July product launch roundup
NBC Selected’s July shopping roundup tracks more than 53 launches across running shoes, cameras, hair care, apparel and other categories.
By Tom Brennan · Health & Medicine Correspondent
3 min read
NBC Selected has highlighted more than 53 July product launches, pointing readers to new releases in footwear, technology, beauty and other shopping categories. The roundup matters for shoppers comparing fresh releases from brands including Hoka, Saucony, Brooks, Sony and Olaplex.
NBC Selected says it chooses the products it covers independently and may earn a commission when readers buy through its links. Its New & Notable column is being updated throughout the month as additional releases are added.
Running shoes dominate the early list
Hoka introduced two additions to its Clifton line. The Clifton 11, priced around $155 at several retailers cited by NBC Selected, is the latest version of the brand’s neutral daily running shoe and includes foam cushioning, a mesh upper, reflective detailing, a softer sockliner and a lace system meant to keep the tongue steady.
The Hoka Clifton Pro is positioned by the brand as a more performance-focused version for runners trying to increase pace or mileage, according to NBC Selected. It has upgraded foam, a more pronounced rocker outsole, added rubber in high-wear areas, reflective details and a gusseted tongue; prices cited by retailers range from $164.99 to $165.
NBC Selected reporter Zoe Malin, who said she runs more than 30 miles a week, tested a pair sent by Hoka for about a week on 6- to 8-mile runs. Malin said the Clifton Pro changed her view of running in Hoka shoes, describing it as balanced between comfort, shock absorption and bounce, with enough toe-box space for longer summer runs.
Saucony’s Paramount Max also made the roundup. NBC Selected described it as Saucony’s most cushioned shoe yet, with thick foam, a high-rebound footbed, a wider base, high sidewalls, a segmented midsole, breathable mesh and an anatomically shaped heel; the shoe is listed at about $200.
Malin said Saucony sent her a pair to test for about a month and called the shoe well suited for recovery runs because its foam absorbs shock without feeling as heavy as many highly cushioned sneakers. Brooks’ Hyperion Max 4, also listed near $200, was highlighted for a two-foam cushioning system, nylon plate, rocker outsole, breathable upper and attached tongue.
Tech and beauty releases
In technology, NBC Selected highlighted Sony’s RX10 V digital camera, listed at $2,298 to $2,299.99 by retailers in the roundup. The camera follows the RX10 IV after a nine-year gap and pairs a small image sensor with a large built-in lens for long zoom in a compact body, according to NBC Selected.
The RX10 V offers 25-times zoom, or 24-600 millimeters, and adds Sony’s latest AI tracking autofocus, according to the roundup. NBC Selected said the autofocus can track people, animals, birds, insects and vehicles.
The tech list also included the Fi Ultra satellite dog collar, Leica SL3-P mirrorless camera, Marshall Acton IV and Stanmore IV Bluetooth speakers, Meta smart glasses models and Nothing Ear (3a) wireless earbuds.
In beauty, NBC Selected featured Olaplex’s No. 7 Shine Serum Oil Mist, priced at $38 at retailers listed in the roundup. Olaplex says the two-in-one hair product combines a hydrating serum and lightweight oil, can be shaken before use, and is intended for dry styled hair or between-wash refreshes; the brand also says it smooths frizz, reduces breakage and provides heat protection up to 450 degrees Fahrenheit.
Other apparel and footwear items named in the roundup include Adidas Adizero Evo SL Zip Running Shoes, Reebok Nano Gym 2.0 Training Shoes, Ryka Windswift LX Running Shoes, Saucony ProGrid Ride 1, Ugg’s Deconstructed Collection and Ugg Lowmel Wedge Sneakers.
This story draws on original reporting from NBC News.