Rock stars are hitting the road again
In the era of rampant anxiety, running has somehow emerged as a powerful antidote to modern life that is being increasingly embraced by many.
But instead of doing it with brands like Fender and Marshall, they're now teaming up with Asics and Satisfy Running.
Some like Blink 182's Travis Barker and American DJ Diplo have started their own running clubs, while others are just focused on improving their marathon times and using the sport to commit to their ongoing sobriety.
In the era of rampant anxiety, running has somehow emerged as a powerful antidote to modern life that is being increasingly embraced by many.
What's of interest to us in the loose exploration of the emergence of this particular phenomenon - is the response / non-response from running brands.
You see most running brands would still be classifying themselves as being a part of the athletics community.
Some would see themselves as competing within technical sporting clothing and apparel, or maybe (at a push) the hybrid athleisure-category.
But there is also an emerging shadow-fleet of running brands that classify themselves far outside of the traditional running fold - and it is this bold choice that is giving them the licence to innovate and achieve relevance in a growing community of 'people who now run'.
Running is no longer monopolised by 'runners'; your old man wearing Nikes, a dodgy club sling-vest and poly shorts. There is a giant wave of new recruits entering the arena who have no desire to join a club, no intention of running Comrades, as well as new brand disrupters that are looking to reinterpret the sport as pop culture...social life...therapy...an escape.
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Jon Cherry
Jon Cherry
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