Decoding next‑gen Running Brands
Dive into the landscape of running brands and learn from our industry insights.
![Black and white illustration of legs running](https://www.datocms-assets.com/17317/1710322441-running-brand-hero-illustration.png?w=400&q=80&auto=compress%2Cformat&fit=crop)
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Decoding next‑gen
Running Brands
Brand maps are a long-established tool for marketers to analyse competition. For our design maps, we took the concept and approached it from a design perspective. You can think of design maps as organized mood boards of markets.
For this running design map, we analysed more than 20 running brands. We focused on emerging brands, from the fashion-forward to the hyper-performance brands and the more playful ones in between. We scanned hundreds of websites, social media assets and products to identify patterns and connect the dots.
Like every single map in the world, it is wrong by definition. But also useful by reducing complexity, revealing patterns and helping the observer to navigate through crowded environments.
Take a look at how our favourite brands are shaping their visual identities and offering a new perspective on running. Followed by our predictions and identified gaps in the market.
We decoded and visualised the market for running brands
At the heart of this wide and diverse landscape is a fundamental question: What drives your run? Is it the immersive experience or the pursuit of a personal best? As we explore this matrix, we consider the interplay between these two fundamental motivations, alongside the style and aesthetics that brands emphasise.
![Four axis graph sorting brands and identities into categories](https://www.datocms-assets.com/17317/1711574172-brand-map.png?w=400&q=80&auto=compress%2Cformat&fit=crop)
In recent years, a remarkable trend has emerged: Many brands have embraced eccentricity and blurred the lines into gorpcore-dominated streetwear. But in the ebb and flow of the fashion world, every major trend makes room for its opposite. Enter the counter-trend. A movement towards a down-to-earth, conscious and mindful running experience that rejects loud embellishments. It's all about the authenticity of running, without the unnecessary bling. Take a closer look at how each brand occupies its unique space in this matrix, shaping the visual narrative of running in today's landscape.
![Four axis graph with brand imagery and photos sorted into categories](https://www.datocms-assets.com/17317/1711574215-brand-graph.png?w=400&q=80&auto=compress%2Cformat&fit=crop)
5 distinct brand identities were identified by analysing the visual brand elements
Using the design map as a foundation, we identified five distinct identities for the running brands and conducted an in-depth analysis of how they strategically use branding to communicate their core values.
To delve deeper into the branding elements of each identity, download the deck.
1— Running Realkeepers
Committed to authenticity and a genuine running experience, Running Realkeepers look for brands that honour the heritage of running while embracing modern community values. They are particularly drawn to brands founded by elite athletes and appreciate the discipline that classic runners instil.
![](https://www.datocms-assets.com/17317/1708171837-running-realkeepers-into.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: Tracksmith, Lookbook Fall’ 23 Part II
Running Realkeepers carousel
![Runner standing in the middle of a road](https://www.datocms-assets.com/17317/1708172402-running-realkeepers-gallery-1.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
![Woman kneeling to tie shoe](https://www.datocms-assets.com/17317/1708172407-running-realkeepers-gallery-2.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @doxuran
![Portrait of Runner with the caption 'Champion for the Running Class'](https://www.datocms-assets.com/17317/1708172413-running-realkeepers-gallery-3.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: Tracksmith Website (About)
![Blue emblem of 'University of Running'](https://www.datocms-assets.com/17317/1708172417-running-realkeepers-gallery-4.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: Balmoral Website (product page)
2— Fashion Pacers
Fashion Pacers aspire to make a bold statement with their running attire, seeking a sense of community rooted in shared stylistic preferences over mere athletic endeavours. Embracing both streetwear and technical fashion, they actively seek running apparel seamlessly integrated into their lifestyle.
![Group portrait of runners](https://www.datocms-assets.com/17317/1708173912-fashion-pacers-intro.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: Hypebeast’s article about Bandit
![Back shot of model wearing an outfit for running](https://www.datocms-assets.com/17317/1708174099-fashion-pacers-gallery-1.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @overover.co
![Runner sitting on fountain edge with eyes closed with the label "Optimistic Runners"](https://www.datocms-assets.com/17317/1708174103-fashion-pacers-gallery-2.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @optimisticrunners
![Back portrait of a model showing big label on a shirt](https://www.datocms-assets.com/17317/1708174110-fashion-pacers-gallery-3.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @ernioldrunning
![Group portrait of runners in front of a wire mesh fence](https://www.datocms-assets.com/17317/1708174114-fashion-pacers-gallery-4.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
![Side-by-side portrait of runner and group of runners sitting on a park bench](https://www.datocms-assets.com/17317/1708174717-fashion-pacers-gallery-5.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
3— Precision Performers
Precision Performers, avid seekers of sophistication, are drawn to innovative products with advanced performance features that emphasise comfort and a distraction-free running experience. Their attention to detail is reflected in their willingness to invest in premium quality items, appreciation of technical intricacies and understanding of the nuances of their chosen products—all in the pursuit of optimisation for the best results.
![Person rubbing their hands with chalk](https://www.datocms-assets.com/17317/1708175175-precision-performers-intro.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @satisfyrunning
![Close-up of a clothing label](https://www.datocms-assets.com/17317/1708175304-precision-performers-gallery-1.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: Satisfy, product page, CoffeeThermal™ 8" Shorts
![Blurred image of a runner wearing a hood](https://www.datocms-assets.com/17317/1708175309-precision-performers-gallery-2.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @soar_running
![Single white shoe on a black square grid](https://www.datocms-assets.com/17317/1708175313-precision-performers-gallery-3.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @nordarun
4— Runners Next Door
For Next Door Runners, simplicity and comfort are essential in their quest for uncomplicated, motivational running apparel. Style is not a major consideration; instead, they prefer a casual and accessible aesthetic. They enjoy alternatives to mainstream brands and find satisfaction in supporting smaller, more accessible brands.
![Model laughing into camera](https://www.datocms-assets.com/17317/1708175785-runners-next-door-intro.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @rnnr.co
![Person running through forest](https://www.datocms-assets.com/17317/1708176008-runners-next-door-gallery-1.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @runamics_sportswear
![Close-up of t-shirt print saying "Why we run – Fractel"](https://www.datocms-assets.com/17317/1708176013-runners-next-door-gallery-2.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: fractelrunning
![Print repeating illustrations of brains with legs and the words "thank you"](https://www.datocms-assets.com/17317/1708176017-runners-next-door-gallery-3.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @fractelrunning
5— Mindful Joggers
Mindful joggers value the holistic benefits of running, prioritise both physical health and mental wellbeing, and approach running with a joyful spirit. In tune with brands that prioritise well-being over performance, they seek a journey that aligns with their focus on doing good and feeling good.
![Woman in running gear sitting in front of bright orange background](https://www.datocms-assets.com/17317/1708250111-mindful-joggers-intro.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: District Vision, product page
![Photo of person running through valley with the text overlay "To run is to taste life."](https://www.datocms-assets.com/17317/1708250202-mindful-joggers-gallery-1.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @districtvision
![Close-up of colorful clothing tags](https://www.datocms-assets.com/17317/1708250206-mindful-joggers-gallery-2.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @unna.world
![Photo of runner from behind; added yellow illustration lines surrounding them](https://www.datocms-assets.com/17317/1708250210-mindful-joggers-gallery-3.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
![Person with closed eyes smiling and enjoying the sun](https://www.datocms-assets.com/17317/1708250927-mindful-joggers-gallery-4.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @nnormal_official
![Hand-drawn illustration of a figure with a big eye for the head](https://www.datocms-assets.com/17317/1708251146-mindful-joggers-gallery-5.webp?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: District Vision
![Man jogging](https://www.datocms-assets.com/17317/1711574351-circle.png?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @circle_sportswear
![White Shirt floating in the air](https://www.datocms-assets.com/17317/1711574512-circle-2.png?w=400&q=80&auto=compress%2Cformat&fit=crop)
Source: @circle_sportswear
Stuff that we expect to see more of in the next years
Download the full reportIn the ever-evolving landscape of running brands, we predict four notable trends that will reshape the industry.
- Niche-niche gadgets: the rise of niche gadgets, exemplified by brands such as Near Earth, will highlight the importance of product innovation beyond branding, offering unique and specialised running accessories.
- As diverse as runners: there is a growing demand for inclusivity, with calls for more diverse representations of runners that challenge traditional stereotypes.
- Celebrity-founded brands: the emergence of celebrity-founded brands, such as 4t2 and NNormal, is expected to gain momentum as runners’ authenticity lends credibility to these ventures.
- Beyond personal best: there is a shift beyond the relentless pursuit of personal bests, with brands such as Unna and District Vision leading the way in celebrating the joyful and mindful aspects of running, signalling a move away from the traditional performance-driven approach.
Taken together, these trends point to a prosperous and inclusive future for the running industry.
Brand Index
Brand name | Founding year | Headquarters |
---|---|---|
Sasky | 2013 | Denmark |
District Vision | 2014 | United States |
Tracksmith | 2014 | United States |
Ciele Athletics | 2015 | Canada |
Satisfy | 2015 | France |
Soar | 2015 | United Kingdom |
Doxa | 2016 | Denmark |
Balmoral | 2018 | Canada |
Fracte | 2018 | Australia |
Circle Sportswear | 2019 | France |
Miler Running | 2019 | United States |
rnnr | 2019 | United States |
Runamics | 2019 | Germany |
Bandit | 2020 | United States |
Erniold | 2020 | Australia |
Hylo Athletics | 2020 | United Kingdom |
Norda | 2020 | Canada |
4t2 | 2021 | Netherlands |
Near earth | 2021 | Germany |
Over Over | 2021 | United Kingdom |
Unna | 2021 | Sweden |
NNormal | 2022 | Spain |
Optimistic Runners | 2023 | Germany |
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