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.