From Flatline to Finish Line: Duradero’s Co-Founder Runs His Boldest Race Yet at 72

At 72 years old, Jim M. has always been known for taking chances, especially when it comes to running. The past five decades have taught him many things, including that physical fitness is an integral part of life. 

In his most recent 5K race, Jim did something he had never done before: he ran in a pair of boots he helped create. 

The Streak That Could Have Ended 

Jim’s love for athletics began when he was in high school. During these early years of his life, he cycled through sports such as softball, streetball, and weightlifting, before finally finding his passion for running. He qualified for the Chicago Marathon in 1991 and ran the Boston Marathon in 1992. However, his true commitment to running would begin in 1998, when he set a goal to run one race a month. 

However, in 2012, Jim’s 20+ year streak would nearly come to a startling end. 

While running a race, Jim experienced what many doctors call a “widowmaker” heart attack, which occurs when a blockage strikes the heart’s biggest artery. More often than not, it results in death. 

Fortunately for Jim, his savior was running alongside him. 

“By the grace of God, a doctor running nearby kept me alive,” Jim says. “That moment became a kind of second life for me.” 

Jim would recover and return to racing the following month with one goal in mind: to continue to inspire others, all while working toward one of his biggest projects yet. 

The Creation of the Duradero Boot 

As a runner, Jim understands the importance of comfort and a good fit in shoes. In 2021, Jim used his decades of experience in the footwear industry and knowledge to co-found the footwear company Duradero. It was created with a single question in mind: Why do most work boots fail the people who wear them every day? 

Uncomfortable fits, tight toe boxes, and poor longevity have often left many tradespeople compensating. In understanding this, the founders saw an opportunity to prioritize comfort, value, and post-sale support. 

“I’ve spent a lifetime making boots that serve the working person,” Jim says. “When we started Duradero, we knew we wanted to make something built to last, comfortable for long hours, and honest in its purpose.” 

Jim understands that a startup’s biggest challenge is entering a market with cemented brand loyalty. Duradero tackled this by introducing a proposition that others don’t offer: a free outsole replacement, which they fondly refer to as a “second life,” in part due to Jim’s near-death experience. 

Not Just a Co-Founder 

Jim isn’t just a co-founder of Duradero. He is also a tester who has run races in the boots he and his company helped create. 

“I know what workers feel after 12 hours on their feet, and I built a boot to support that,” Jim shares. 

With a name that means “long-lasting” in Spanish, Duradero’s boots are built to provide fit, comfort, service, and sustainability in mind, all to serve the working person.  

With that race behind him, Jim reflects on how his journey has come full circle. The man who nearly died while running is now racing to demonstrate his life’s work, all with the idea of creating “twice the life” with his durable Duradero boots.  

On June 14, Jim returned to the starting line—this time sporting a pair of Duradero boots. And while it may have seemed unusual to run in work boots, Jim proved just how reliable and comfortable Duraderos really are.