Insights

Decoding next‑gen Running Brands

Dive into the visual landscape of running, discover emerging brands and and find out where we think the market is heading

Black and white illustration of legs running

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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
A Color Bright ‘Running’ Brand Map (2024)

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
A Color Bright ‘Running’ Brand Map (2024)

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.

Capturing the essence of a morning run, Tracksmith’s campaign shows runners gracefully traversing a breathtaking landscape, blending nature and exercise.
Source: Tracksmith, Lookbook Fall’ 23 Part II
Runner standing in the middle of a road
Source: @tracksmith
Woman kneeling to tie shoe
Doxa has chosen a typography that reflects heritage and formality, using humanist fonts, high-contrast serifs and scripts in a clear, non-experimental and efficient manner.
Source: @doxuran
Portrait of Runner with the caption 'Champion for the Running Class'
Tracksmith has masterfully redefined the ‘running class’ by cultivating a community of dedicated and disciplined runners.
Source: Tracksmith Website (About)
Blue emblem of 'University of Running'
Balmoral’s University of Running emblem, reinforces a runner’s affiliation with this dedicated community.
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
To position itself as a truly hip brand, Bandit uses fashion-inspired photography and taps into the desire for a sense of belonging to a particular clique.
Source: Hypebeast’s article about Bandit
Back shot of model wearing an outfit for running
Over Over’s branding elements, seamlessly infused into stylish garments, contribute to the overall identity and reinforce the fashion-forward image of these brands.
Source: @overover.co
Runner sitting on fountain edge with eyes closed with the label "Optimistic Runners"
Optimistic Runners creates a visual impact through distinctive shapes in their logo and experimenting with all caps and meticulous letter spacing.
Source: @optimisticrunners
Back portrait of a model showing big label on a shirt
Erniold elevates brand visibility by attaching large white labels to the back of their tops, ensuring clear and unmistakable brand recognition.
Source: @ernioldrunning
Group portrait of runners in front of a wire mesh fence
Source: @banditrunning
Side-by-side portrait of runner and group of runners sitting on a park bench
Source: Bandit Fall Lookbook 2023

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
Satisfy highlights the advanced technology of its garments through compelling images taken in extreme conditions. While maintaining a strong focus on performance, Satisfy also appeals to the fashion-forward audience within the gorpcore trend.
Source: @satisfyrunning
Close-up of a clothing label
Satisfy labels, using a monospace font, contribute to the tech-inspired aesthetic, evoking an industrial and technical environment.
Source: Satisfy, product page, CoffeeThermal™ 8" Shorts
Blurred image of a runner wearing a hood
Using an blur effect to evoke a sense of action and power, Soar underlines the brand’s emphasis on the product experience over the runner’s emotions.
Source: @soar_running
Single white shoe on a black square grid
In this image, Norda uses grids in the background to create a technological feel.
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
RNNR adopts a light-hearted approach, and their photography perfectly conveys this ethos. Their aim is to make running fun by creating a friendly and accessible atmosphere.
Source: @rnnr.co
Person running through forest
Runamics is a brand that takes its responsibility towards the environment very seriously and shows it in its organic and nature-inspired range of colours.
Source: @runamics_sportswear
Close-up of t-shirt print saying "Why we run – Fractel"
The Fractel T-shirt features a print mixing text in decorative fonts and comic-style illustration that effectively conveys a friendly and approachable message.
Source: fractelrunning
Print repeating illustrations of brains with legs and the words "thank you"
On a social media post, the same Fractel illustration appears, but in a screen-printed style. This keeps the brand identity informal and playful.
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
District Vision, a brand dedicated to mindful running, uses a harmonious blend of minimalist design and vibrant colours to create an immersive and serene experience that resonates with runners seeking mindfulness.
Source: District Vision, product page
Photo of person running through valley with the text overlay "To run is to taste life."
District Vision brings a serene and introspective vibe by incorporating gradients and natural, softer tones.
Source: @districtvision
Close-up of colorful clothing tags
Joyful running brand Unna opts for vibrant hues and bold colour combinations, using solid and primary colours to evoke vitality and positivity.
Source: @unna.world
Photo of runner from behind; added yellow illustration lines surrounding them
Source: @unna.world
Person with closed eyes smiling and enjoying the sun
NNormal’s photography captures genuine moments of joy and authentic expression, with snapshots taken in spontaneous rather than staged environments.
Source: @nnormal_official
Hand-drawn illustration of a figure with a big eye for the head
Adding hand-drawn illustrations like District Vision add a personal touch to the overall aesthetic and help to connect to the brand’s essence.
Source: District Vision
Man jogging
Circle reminds us that there is no age for running.
Source: @circle_sportswear
White Shirt floating in the air
Circle’s tagline “Protect our playground” brings together the two key elements of being a mindful runner - having fun while being mindful of our impact on the environment.
Source: @circle_sportswear

Stuff that we expect to see more of in the next years

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In the ever-evolving landscape of running brands, we predict four notable trends that will reshape the industry.

  1. 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.
  2. As diverse as runners: there is a growing demand for inclusivity, with calls for more diverse representations of runners that challenge traditional stereotypes.
  3. 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.
  4. 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.

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