ISSUE 008:
The evolution of running and the community behind the ever-changing narrative. This historical overview highlights the remarkable journey of running, from a niche activity to a global phenomenon.
1970s:
The ‘70s saw a running boom in the United States, characterized by a growth in recreational and competitive running. The trend was driven by a number of factors. The boom was primarily a 'jogging' movement in which running was generally limited to personal physical activity and often pursued alone. Non-runners viewed the trend with ambivalence with runners reportedly being harassed while jogging on the roads, seen as a ridiculous activity for their seemingly aimless pursuits.
For context, the 1970s marked the beginning of a running boom which was largely influenced by increased awareness of health and fitness conversations within politics as well as the televised success of American Olympians in running events. The publication of books like "Jogging" by Bill Bowerman and the growth of running events contributed to this trend. A brand globally synonymous with the sport, Nike, had only officially became Nike, Inc. on May 30, 1971.
More people began to participate in running for fitness, recreation, and competition. The number of road races and marathons grew significantly during this period. The Vancouver Marathon, Portland Marathon, New York Marathon, and Falmouth Road Race were all created in the 1970s.
The variety of running events expanded, including shorter “fun runs” which catered to different levels of fitness and interest. Additionally, with Title IX in 1972, which promoted gender equality in sports, the 70s saw an increase in women's participation, once perceived as a hazardous activity for women’s fertility until proven otherwise.
As conversations spread, a distinct running culture emerged, characterized by the formation of running clubs, publication of running magazines, and the rise of celebrities in the sport. Successful runners such as Frank Shorter at the 1972 Olympic marathon helped bring attention to the sport and fuel the trend.
1980s:
The 1980s saw groundbreaking innovations in running shoes and apparel, driven by industry giants like Nike and Adidas. This era coincided with a broader societal focus on health and fitness, spurred by research linking exercise to improved well-being. Large brands like these were instrumental to building the practice of overseas manufacturing in order to produced a faster, larger and more affordable products. The period also coincided with a broader societal shift toward health and fitness, influenced by medical research linking exercise to overall health benefits. In the 1980s, a major highlight in running history was the rise of women's marathons, most notably the first women's Olympic marathon in 1984 where Joan Benoit won gold. These changes collectively transformed running from a niche activity towards a core fitness pursuit.
1990s:
The 1990s solidified running's place as a mainstream fitness activity. The marathon's popularity soared, with iconic events like the New York City and Marine Corps Marathons attracting thousands. This era also saw the rise of local marathons across the country. Running became a mainstream recreational activity, appealing to diverse demographics, including families and older adults. The 90s saw an increase in corporate sponsorships for races and running events, leading to more professionally organized events. Major companies began to associate themselves with the health and fitness movement. The proliferation of running-related publications and increased media coverage of running events played a significant role in promoting the sport and connecting runners with tips, trends, and community.
The introduction and accessibility of technology like the heart rate monitor and running centric watches started to become more common, allowing serious runners a way to better track their performance and training on the go. With increased public awareness of the benefits of running for physical and mental well-being, the emergence of specialty running stores began, catering to the growing number of enthusiasts, providing expert advice and a wide range of running shoes and gear. The rise of specialty running stores provided expert advice and a wider selection of gear, further fueling the market. Because of the growth in retail, the market for running shoes and apparel grew dramatically. In addition to the marathon, other race distances like 5Ks, 10Ks, and half-marathons gained popularity, offering varied options for runners of all levels. The establishment of running clubs and informal running groups began to form, fostering a sense of community and camaraderie among participants, making running more social. These trends collectively contributed to the maturation of the running community, setting the foundation for further growth and engagement in the decades to follow.
2000s:
2004, this was my introduction into the world of running, at age 14, having never heard of the sport, I joined my middle school’s cross country team and by 16, my first job was selling shoes at a local running specialty store. It was all about feeling good but never was it considered cool, badass or revolutionary. Little did I know that for the next nine years, I would continued working part-time at that job throughout high school and college.
I educating and built customer relations while assisting people through a fitting process in order to pair runners with the proper shoes/clothes/nutrition based on each individuals goals, fitness level, activities, body/foot type. Everyone from suburban dads to local high school students training for cross country season. During that time and before social media, the 2000’s run club scene attracted a wide variety of people. Seemingly random collections of young and old. A microcosm of the local community, some fast and independent, some slow and sociable. It was just the place to be if you need to log miles for a marathon, but didn’t want to do it alone. Our outfits were for comfort, mobility, and convenience, not for clout, hype or sex appeal.
By Y2K, running started to mature into a more diverse and technology-enhanced culture, with a significant increase in participation rates and community engagement. The decade saw a stronger emphasis on health and fitness, with running being promoted not only as a sport but also as a lifestyle choice that contributed to overall well-being. The era of the “marathon boom” fully took off, with a growing number of events across the country. There was a notable shift toward running being seen as an accessible form of exercise - All you need is a pair of sneakers and a willing mind to get out the door was the premise. As much as it felt relatively accessible to all, it still had one real limitation, the risk of injury due to its repetitive motion which would had newly inducted runners quickly demoting their running shoes to lawn mowing shoes. As innovations in materials and manufacturing evolved, so did the narrative of who could and couldn’t run.
This sport in its early stages was thought to be limited to more youthful, lighter framed, and athletic bodies - but in time sports science across education, nutrition and biomechanics had all developed to the variety of footwear to bridge the gap for people outside of those previous limitations to participate without risking injuries and therefor expand the sports range of participants even broader. The number of marathons and half-marathons skyrocketed, reflecting a growing trend of long-distance running. Events like the Disney Marathon and Rock 'n' Roll series became very popular.
The decade witnessed a surge in creative running experiences, from trail runs and obstacle courses to urban adventures, catering to a diverse range of interests and preferences. The inaugural CrossFit Games, held in Aromas, California in 2007, marked a significant shift in long-distance running discourse. This event, featuring elite athletes, not only showcased their strength and power, but also their endurance throughout which marked a turning point for the conversation around running that initiated the the beginnings of hybrid long distance runners as people proved you could maintain muscularity and still be a good long distance runner.
While the 2000s focused on popularizing running through events and technology's introduction, the 2010s expanded that momentum into a dynamic culture, heavily influenced by digital tools, community-driven initiatives, and a broader spectrum of running experiences that emphasized health, inclusivity, and social connection.
2010s:
The 2010s saw a significant rise in the use of mobile apps and wearables like Garmin, Fitbits and Apple Watches. Apps such as Strava and RunKeeper were introduced, allowing runners to log their runs, share achievements, and compete virtually with peers. Social media played a pivotal role in shaping running culture, with platforms providing spaces for runners to share experiences, tips, and support each other. Online challenges and virtual races became commonplace, especially toward the latter part of the decade. With so many apps and social platforms like Instagram fostering online communities and challenges, runners began sharing their experiences, promoting a sense of camaraderie.
The term athleisure was coined during this time diluting the functional sportswear market into daily comfort and style, but it wasn’t until the pandemic that the trend accelerated the growth of the sports fashion market. There was a growing emphasis on health and well-being, with running frequently incorporated into broader fitness trends. Concepts like “running for mental health” and mindfulness practices gained traction. The decade saw the emergence of themed races, obstacle course runs (like Tough Mudder and Spartan Race), and trail running events, appealing to a broader audience and enhancing the fun aspect of running. The evolution of the running trend in the United States from the 2010s to the 2020s reflects shifts in culture, technology, community engagement, and the impact of global events:
2020s:
The pandemic profoundly affected running cultures, with many in-person events being canceled or postponed. Virtual races became the alternative, allowing runners to participate while adhering to social distancing guidelines. Many runners turned to solo runs or small group activities to maintain fitness. As restrictions eased, hybrid racing formats emerged, combining virtual and in-person elements.
As Covid fears declines, the running community increasingly recognized the importance of community, with greater efforts that supported more localized events for runners to regain the culture they once loved. The integration of technology in running continued to evolve with improvements in wearable devices, such as smartwatches, which provided advanced tracking features, health metrics, and connectivity. Additionally, the rise of apps that facilitate training and community engagement became even more prominent. The conversation around mental health gained traction, with running being explicitly linked to mental well-being and resilience, finding solace in silence as they unpack their day, turning off their busy brains to attend to and tune into their bodies. Some key people grew popularity within the health and fitness industry and became advocates, icons and influencers across the many social media platforms, influencing the running scene beyond just the miles and speed and now towards the strength and resilience aspect that manifested into hybrid-athletes, those who train and compete in multiple sports or athletic disciplines, rather than specializing in one. Hybrid athletes aim to become proficient in a range of physical abilities, including strength, endurance, power, speed, and agility.
Historically, fashion has always been influenced by work wear across military and blue-collared jobs. For example, jeans were originally designed for miners, overalls were for farmers and fishermen. The polo shirt was designed for tennis and was directly influenced by British uniforms. What I’m getting at is that the running “uniform,” seen more as functional equipment was now becoming fashion with brands like Tracksmith, Bandit and Satisfy all pushing expectations and elevating the look of running.
Like the faster runners looking over their shoulder with no one in sight, the usual suspects like Nike and Adidas were cozy at the front of the pack with their high-production marketing and wide distribution. Having pulled so far ahead from the rest of the pack, they may have become too comfortable and a little out of touch with their audience.
The shift came post-Covid with people desperately craving connection and community and slowly but surely, people started coming up with ways to reunite in fun and active ways. The large brands were too large and vast to connect on such a personal level, not able to rally around micro trends fast enough and overlooking much of the early desires of their consumers motivational shift, these major brands felt inauthentic or just outdated, people felt a huge desire to chase their dreams and that also meant ditching their past.
In line with the sports trend, consumers are increasingly seeking designer running apparel, including athletic shoes that include elements of sports design. Additionally, the continued shift toward more active lifestyles drives the demand for running and cycling footwear across the world. Additionally, with the increased workload and societal adoption of Western culture, marathon participation has grown in popularity since it aids in strength building, which supports the worldwide market's expansion. In addition, growing technology usage and the popularity of smart wearables are some of the key drivers boosting the development of the running apparel market.
2025:
A new breed of non-traditional running groups have opened up the running world. Moving beyond just physical fitness to include mental well-being and social connection. From dating social clubs disguised as run clubs to others that feel more cult like in their seriousness and rebellious attitude towards competition.A changing perspective has welcomed a new wave of urban runners. Many new brands within the last ten years have all cultivated distinct followings within the running community, catering to different segments of the market and have distinct brand identities by offering unique value propositions to their target audiences.
Many who previously felt excluded – those who didn't see themselves fitting the traditional image of a runner in terms of speed or physique – are now creating a broader running community. For many, running is about more than just distance. It's about finding support for mental well-being, building social connections, and enjoying the camaraderie of shared experiences, whether it's celebrating a run with coffee and donuts on a Saturday morning or a craft beer on a Thursday evening.
It's hard to find hard data on the growth of these new groups, but the fact is that there are a wide range of people looking at, hearing about and testing this craze called running. Strava’s latest Year in Sport Trend Report found that the top reason for exercising with others is social connection, and that Gen Z is 29% more likely than Millennials to exercise with others.
-CB
Satisfy Running:
A Paris-based brand that sells luxury technical running apparel. The founder, Brice Partouche, sources premium fabrics.
Focus: Known for its high-fashion aesthetic and innovative, often avant-garde designs.
Following: Appeals to runners who value style and are willing to pay a premium for unique, high-quality apparel. Often seen as a more "luxury" brand within the running world.
Popularity: Has a strong cult following, particularly among fashion-forward runners and those who appreciate distinctive designs.
Bandit Running:
A Brooklyn-based brand that produces technical apparel for performance. The brand was founded by members of a New York City running group.
Focus: Emphasizes performance and community.
Following: Appeals to serious runners who prioritize technical performance and appreciate a strong brand community. Known for its high-quality, technical fabrics and a focus on creating a supportive environment for its customers.
Popularity: Growing rapidly, particularly among serious runners and running crews.
Key Differences:
Aesthetics: Satisfy leans heavily into fashion and streetwear, while Bandit prioritizes performance and functionality.
Price Point: Satisfy generally has a higher price point than Bandit.
Community Focus: Both brands cultivate community, but Bandit has a stronger emphasis on grassroots running communities and crew culture.
HOKA:
Popularity: HOKA has experienced significant growth in popularity in recent years, particularly among casual and competitive runners. Their signature maximalist cushioning technology has been a major driver of this success.
Following: HOKA has a large and dedicated following on social media, with many runners sharing their experiences with the brand's shoes. The brand also has a strong presence in the running community, sponsoring races and events.
Tracksmith:
An independent brand that draws inspiration from running apparel from the 1970s and 1980s.
Popularity: Tracksmith is a smaller brand than HOKA, but it has a loyal following among serious runners who appreciate its focus on performance and heritage.
Following: Tracksmith has a strong following among track and field athletes and other competitive runners. The brand has a reputation for high-quality, stylish apparel and footwear.
Disclaimer: This is a general overview. The popularity and following of these brands can vary depending on factors like location, social media trends, and individual runner preferences. Overall, both HOKA and Tracksmith are successful running brands with strong followings. HOKA is more popular overall, but Tracksmith has a dedicated following among serious runners.
ON Running and Asics both enjoy significant popularity and strong followings in the running shoe market, but they appeal to different segments of runners.
ON Running:
Known for:
Innovative CloudTec technology, sleek and stylish designs, and a focus on performance and comfort.
Following:
Strong among fashion-conscious runners who appreciate the brand's aesthetic.
Popular with runners seeking a unique and differentiated running experience.
Growing rapidly in popularity, particularly among younger runners.
Popularity:
Increasing rapidly, with strong sales growth and a growing social media presence.
Often seen as a premium brand, reflecting in their higher price points.
Asics:
Known for: High-quality, performance-driven running shoes, extensive research and development, and a wide range of options for different foot types and running styles.
Following:
Loyal following among serious runners who value performance and durability.
Popular with runners who appreciate a more traditional and established brand.
Strong presence in the competitive running scene, sponsoring many elite athletes.
Popularity:
A well-established and respected brand in the running shoe market.
Offers a wide range of price points, making them accessible to a broader range of runners.