Swag's Story

Swag Hartel's journey is unlike most. He grew up in England in childrens homes and boarding schools, where his love for athletics began. As a child, he played sports like soccer and rugby, but a shoulder injury prevented him from continuing those pursuits. This injury led him to discover running, which ultimately brought him to America. Swag was recruited to run track and cross country at Western Kentucky University.

Some of Swags notable running achievements include being the fastest 17-year-old half-miler in the world, running 1:50.8. He placed 2nd in the 1970 British Championships in the 1500m with a time of 3:40.5. Over his career, he ran 64 10Ks under 30 minutes and completed a half-marathon in 1:04. Swag has raced in some of the worlds most prestigious events, competing against top athletes.

Many people ask, Why the name Swag? The nickname stuck during his time as a disc jockey at a local radio station while attending WKU.

Swag moved to Louisville, Kentucky, in 1977, where he and fellow Brit, Nick Rose, trained professionally. His business began in 1980 in a small house on New Cut Road. Swags interest in shoes developed while working at Athletic Attic in Jefferson Mall. In 1985, he moved his business to its current location and named it Swag's Sport Shoes.

Swags Sport Shoes has become a vital part of the community. His passion for running and his dedication to helping others set his store apart from most. Swag is a testament to the idea that with hard work, anything is possible.