The Rise of Running: Global Running Day and Millennial Trends
Today is Global Running Day, a worldwide celebration of all things running. Since the pandemic, running has surged in popularity across the globe. Fitness tracking apps like Strava and Map My Run, along with the growth of GPS-enabled devices, have made it easier for runners to compare their progress with others worldwide.
This increased interest in running has led to numerous articles highlighting its rise, covering topics such as the growth of running clubs, increased race participation, and the emergence of new brands entering the running market.
A recent study by the consumer research group Collage Group on Millennials revealed several interesting insights that could explain why we are experiencing a second running boom.
#1 Millennials Have a Strong Connection-Seeking Trait
The research from Collage Group showed that Millennials value connections with friends and family and cherish creating memorable experiences with them. This sense of community is evident in the growth of running crews, which often function as social clubs. This community aspect has made running more accessible to people who might otherwise be intimidated by a sport that can sometimes seem inaccessible. As early adopters of social media, Millennials naturally extend their real-life communities online.
#2 Millennials Desire to Learn About and Experience Different Cultures
The study also found that Millennials are inherently more diverse than previous generations and actively seek inclusive environments. This desire has contributed to the rise of BIPOC-led run crews, which often include routes through communities of color, often to promote health and wellness.
This cultural curiosity also manifests in the growing interest in Marathon Majors, such as the New York and London Marathons, which are attracting record number lottry entries. Experiencing the culture of these iconic marathons is a significant draw, with Millennials likely being a substantial part of this interest.
Current Market Manifestations
Many running apparel brands have positioned themselves to cater to specific niches. For example, PYNRS, a BIPOC-led brand, creates running apparel for diverse body types with a nod to streetwear culture.
Bandit Running, a brand founded out of Brooklyn, takes its inspiration from the running community in New York City, while Tracksmith roots its brand in New England running culture and celebrates the amateur spirit of the sport. Several premium-priced running brands have also emerged from Europe, including On Running, Satisfy, and Soar Running.
Additionally, the rise of the "supershoe," with many brands offering high-tech running shoes costing over $250, caters to runners with more disposable income and a passion for the sport. This price point is not only more profitable for the brands but also appeals to the growing number of runners who are locked in on improving thier times.
The Running Industry Diversity Coalition (RIDC) works to ensure the running industry becomes more inclusive. Their efforts are evident through numerous research projects and workshops they have conducted on the running industry.
In summary, the combination of community, cultural exploration, and niche marketing has fueled the resurgence of running, making it more popular and accessible than ever.
If you need help connecting your brand to cultural trends, feel free to reach out.
