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Trends

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Running Into the Future: How Brands Are Riding the Running Wave

In recent years, running has emerged as more than a way to stay fit—it’s a global cultural movement reshaping how people connect and how brands engage. Post-pandemic, the desire for community, health, and outdoor activities has propelled marathons, run clubs, and even running apps like Strava to new heights. The NYC Marathon broke records this year with over 55,000 finishers, while run clubs in cities like New York have seen participation skyrocket, proving that running is no longer a solitary activity but a social phenomenon.

This surge in running culture has created fertile ground for brands to innovate and connect with consumers. Indie names like On and Hoka have captured attention with stylish, functional footwear, achieving double-digit growth and challenging industry giants like Nike and Adidas. Beyond sportswear, even non-sports brands are jumping into the running boom. For example, Maybelline partnered with the NYC Marathon, becoming its first-ever cosmetic sponsor, proving that the running community is an attractive space for brands across industries to make authentic connections.

The appeal lies in more than just the act of running. For many, it’s a gateway to a healthier, community-driven lifestyle. Gen Z and millennials are gravitating toward wellness-focused activities, eschewing traditional nightlife for sober-curious trends and activities that align with their values. Running clubs like New York’s Lunge Run Club are not only fitness hubs but also places to network and meet like-minded people. Brands that align with these values—community, wellness, and innovation—are winning the loyalty of these increasingly discerning consumers.

As marathons evolve into cultural spectacles akin to Fashion Week, the opportunities for brand activations are boundless. From limited-edition sneaker collaborations to wellness-focused post-run experiences, companies are exploring creative ways to engage. Whether it’s through partnerships with local run clubs, unique in-store events, or exclusive product launches, the running boom shows no signs of slowing down. For brands, the lesson is clear: running isn’t just a trend—it’s a movement, and it’s time to get in stride.

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Interview

Inside Westwing’s Turnaround: The Decisions That Changed Everything

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Interview

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Inside Westwing’s Turnaround: The Decisions That Changed Everything

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Trends

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Trends

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Interview

Leading With Craft: Jonathan Adler’s Next Chapter

Eight weeks into her role as President of Jonathan Adler, Mary Beth Sheridan is already clear on what matters. Craftsmanship, customer connection, and emotional resonance are not marketing language for the brand, they are the foundation.

Eight weeks into her role as President of Jonathan Adler, Mary Beth Sheridan is already clear on what matters. Craftsmanship, customer connection, and emotional resonance are not marketing language for the brand, they are the foundation.

Interview

Eight weeks into her role as President of Jonathan Adler, Mary Beth Sheridan is already clear on what matters. Craftsmanship, customer connection, and emotional resonance are not marketing language for the brand, they are the foundation.

Leading With Craft: Jonathan Adler’s Next Chapter

Eight weeks into her role as President of Jonathan Adler, Mary Beth Sheridan is already clear on what matters. Craftsmanship, customer connection, and emotional resonance are not marketing language for the brand, they are the foundation.

Retail Intelligence in Action

Black Friday Performance Data Explained. What Actually Drove Growth This Year

Across Ometria’s client base, Black Friday revenue grew 15 percent year on year, with orders, average order value, and basket size all increasing.

Across Ometria’s client base, Black Friday revenue grew 15 percent year on year, with orders, average order value, and basket size all increasing.

Retail Intelligence in Action

Across Ometria’s client base, Black Friday revenue grew 15 percent year on year, with orders, average order value, and basket size all increasing.

Black Friday Performance Data Explained. What Actually Drove Growth This Year

Across Ometria’s client base, Black Friday revenue grew 15 percent year on year, with orders, average order value, and basket size all increasing.

Interview

Why Retail Media Is Entering Its Most Transformative Phase

For years, retailers operated with managed service models that limited transparency and slowed execution. Now, brands want direct control, real-time measurement, and unified planning across media formats.

For years, retailers operated with managed service models that limited transparency and slowed execution. Now, brands want direct control, real-time measurement, and unified planning across media formats.

Interview

For years, retailers operated with managed service models that limited transparency and slowed execution. Now, brands want direct control, real-time measurement, and unified planning across media formats.

Why Retail Media Is Entering Its Most Transformative Phase

For years, retailers operated with managed service models that limited transparency and slowed execution. Now, brands want direct control, real-time measurement, and unified planning across media formats.

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