01. What are we all running from?

Let’s be real: We’re not running 26.2 for the medal, or even the latest street style (albeit fab). But there is a major uptick in the number of young people participating in marathons.

Brands have taken notice of the movement. And, the ones making strides understand how to differentiate themselves, rather than simply following the pack.

Culture

• Running a marathon is the new quarter-life crisis, according to Maggie Mertens’ article for The Atlantic. And… she’s not wrong.

• A quick scroll through TikTok and you’ll realize all the 20-somethings are doing it. 

• As for millennials, it feels like they’re all either having babies or running marathons. (Guilty as charged.)

Community

• But running is no longer a solo sport. Running clubs are being likened to the new social clubs, rapidly rising in popularity since the pandemic. 

• A friend of mine is a member of Old Man Run Club. She likened it to stress-free networking. Others consider their run clubs as hookup scenes. 

• Dylan Viner, Chief Strategy Officer at TRIPTK considers his run group more like therapy. (Amen.) 

Commerce

• Large communities spark large commercial interest. (If this gives you the ick, you’re not alone.)

• “For runners, marathons have become the new ‘fashion weeks’” – The Financial Times

• Seriously… On dropped it’s 5th collab with Loewe. The latest campaign features runners Aaliyah Miller, Masato Yokata, Mario Garcia Romo, and Sintayehu Vissa. And now, the brand has named Zendaya as its partner. 

  • (In less successful sportswear collaborations: Under Armor teamed up with … Balenciaga…? Do you hate it as much as the internet does?)

• And, indie brands like SATISFY, Tracksmith, Soar, and District Vision are seeing unprecedented success. 

• The global running apparel market is expected to reach $16.3 billion by 2028. ​

Impact Report

In a world where AI aviators could realistically date for you and we’re all online most of the day, it’s no wonder we’re craving purpose, intimacy, connection, and belonging. Real human interaction.

Brands shouldn’t see this as an opportunity to capitalize but rather support. 

• The ones doing it right strengthen the heart of the movement, putting their marketing efforts to the pavement at a local level. Supporting runners on the sidelines. 

• Creating limited-run drops that double as a badge of honor to the wearer and amplifies their feeling of belonging. 

• Brands need to go deeper, not wider to connect on a cultural and community level. 

CB&CO builds resilient brands. We’re intimately connected to culture, helping brands unlock lasting human insights that drive community & commercial impact.

Want to learn more? Visit our website.