Running: The Most Lucrative “Free” Sport

“Running” is described as “the activity of going somewhere quickly on foot”. So how has this simple act, if able to do so, of putting one foot in front of the other, without really the requirement of specialized equipment, a gym membership or entry fee, become a cultural phenomena benefiting not only brands but global and local economies? 

“There has been a shift towards more health conscious lifestyles among young people in recent years and running has played a big role in that. I think accessibility to running is a big reason as to why running has become so popular. It is relatively cheap in comparison to a lot of other training methods and doesn’t require a massive amount of technical skill. Additionally, brands seem to have placed more of an emphasis on aesthetics and style in relation to their products which adds to the appeal for young people. The pandemic lockdowns are probably also a factor in the rate of growth of the sport. Going for a run was always an option when other types of exercise were not available.” Luke Tynan - Fitness Health Performance 

The recent stellar success of the female and mixed 4x400 relay teams last year along with the meteoric rise to superstardom of Rashidat Adeleke has thrust professional running into a spotlight it hasn’t held since the halcyon days of Sonia O’Sullivan.

But Why Running? And Why now?

Running has seen a significant surge in popularity among young people. In 2024, according to The Great Company participation increased by 39% compared to the previous year, with 47% of entrants being aged 35 and under. Notably, 53% of participants were first-timers, indicating a growing interest among youth. 

So why have young people taken to this activity? The answer is two fold, there are the obvious health and mental health benefits of physical activity, something the younger generation are more aware of than past generations but also, the digital age of the online self has created loneliness and mental fatigue. People are finding new ways for connection and community away from the norms of pub and club culture. So we’ve seen a rise in book clubs, pottery nights but none more so than running communities. 

Running communities have reshaped how and when people are socialising. Platforms like Strava have transformed running into a social activity. In 2024, 61% of users reported making new friends through the sport, and one in four gen z members had a date with someone they met in a running group. Running groups and clubs provide support, motivation, and a sense of belonging. These communities make the sport more enjoyable and less intimidating for newcomers, encouraging sustained participation.

At a time when the cost of living is so high for young people, running is a very cost effective sporting pastime. There isn’t really specialized equipment needed to get started. There are only nominal sums expected when joining running groups or clubs. So the base level is a financially low entry point. This in turn makes the opportunity for people, companies and brands to profit on enhancing you and the experience is financially colossal. 

Brands have long been intertwined with running, none more famously than Adidas, whose bold move at the 1936 Berlin Olympics saw Jesse Owens, an african american, defy Nazi ideology by winning four gold medals in their shoes—an act that not only cemented his legacy but also marked the birth of sports marketing.

Fast forward to today, and the innovation continues. From performance footwear and apparel to nutrition, hydration, and recovery products, brands are deeply embedded in the running culture. But beyond the products, brands are now focusing on the very thing that makes running appealing to young people: community.

The Expanding Role of Brands in Running Culture

Brands are embedding themselves into the running movement in diverse ways—partnering with integrated technologies for named runs and challenges, sponsoring merch and events for Run Clubs, and even curating branded running playlists on Spotify. The key to success in this space is authenticity and, most importantly, offering real value to the community.

The two outstanding brands in the running space take unique stances on how they support athletes.  With their recent “So Win” campaign Nike positioned itself as the fire inside you. Adidas’s latest campaign “you got this” positions the brand more as  the hand on your back.

Beyond direct sponsorships, the economic impact of running events is massive. The 2024 Dublin Marathon, for example, had 22,500 entrants, drawing participants and spectators from around the world and driving significant spending in hospitality, retail, and services.

“Running provides young adults with a way to re-enter sports at an age when team sports demand too much time. It’s also a great way to meet new people, especially for those new to a city. Beyond that, it’s replacing pub culture—coffees and post-run catch-ups are cheaper, healthier, and better for mental well-being.” — Evan Burrowes, Community Marketing Rep, Saucony

Social media has transformed running from a solitary pursuit into a highly social experience. gen z and gen alpha runners frequently join group runs, virtual challenges, and share progress online, fostering connection and support—especially valuable for those who struggle with in-person socializing. This shift has also led to a new wave of running influencers whose content feels more authentic and unfiltered. Instead of polished, aspirational posts, their narratives center on challenge updates, daily vlogs, and "food for fuel" content—again reinforcing a sense of community.

For brands looking to collaborate with influencers or engage in this space, the goal should be clear: inspire young runners to set ambitious goals and support them in achieving them.

Running is having its moment, setting personal bests in popularity with no signs of slowing down.

For gen z and gen alpha, wellness is not just a habit—it’s an aspirational lifestyle. With many moving away from alcohol, they prioritize experiences, connections, and goal-setting. This shift has transformed wellness into a fashion statement, blurring the lines between workout gear and everyday wear. High-end brands and accessories—Garmin watches, Alphaflys, Alo—have become symbols of this identity, reflecting life choices rather than just fitness preferences.

“I expect a huge surge in race entries. Most half and full marathons are selling out a year in advance, so we’ll likely see smaller-scale races emerging. More brands outside the running and wellness space will look to tap into this culture. Fashion will play an even bigger role—brands like Satisfy and Bandit are leading the way in merging performance with lifestyle appeal, attracting a whole new audience. Cities like London and Paris, both fashion and running hubs, set the standard, but I can see Dublin and Ireland following suit as alcohol consumption declines. Ideally, this will also bring better infrastructure—tracks, nutrition advice, and health education for young people—because running should be a part of everyone’s life at some level.” — Evan Burrowes, Community Marketing Rep, Saucony

The continued rise of community-based running clubs will fuel participation, especially among younger generations. As these clubs expand into new cities, more people will show up for their first social run, drawn not just by fitness but by the sense of belonging these groups create.

“Community-driven running groups will continue to grow and shape the sport. The biggest evolution will be in higher participation numbers, and we’ll see younger people getting involved earlier.” — Luke Tynan, Fitness Health Performance

The Future of Running Culture

With social media amplifying the success and aesthetic appeal of running clubs, we’ve already seen groups like Raw Dog Run Club tour across the US and UK, building followings far beyond their home cities. The trend of wellness tourism—where runners travel to participate in events in different regions—will likely grow, creating opportunities for businesses to offer tailored travel packages and logistics support.

Wellness festivals, which traditionally cater to families, may also evolve to appeal more to young adults. Future wellness festivals could blend running, cultural immersion, DJ sets, and community-driven activities—an early glimpse of this shift is already happening with Suara in Bali.

As running culture continues to thrive, it’s no longer just about fitness—it’s a movement, a lifestyle, and a growing industry with untapped potential.

Engage with the Running Community

For brands looking to connect with the running community, the opportunity is vast—but the approach is crucial. Simply showing up isn’t enough; authenticity, support, and deeper purpose are key to making a lasting impact.

The road markers for brands entering this space:

Be authentic – Contribute meaningfully rather than just marketing to runners. At a glance many of the most successful brands associated with running seem like they might just pedal empty slogans. On closer inspection their campaigns are deeply rooted in insights and a real belief in improving participation and performance.

Add value – Famed running coach and Nike co-founder Bill Bowerman said "If you have a body, you are an athlete." It;s important to support the journey at every level, from beginners to weekend warriors to elite athletes.

Have a deeper purpose – Align or partner with a meaningful cause, whether it’s education, inclusivity, or mental health.

“I’d love to see brands put more focus on education—helping beginners start and progress in running. They could provide more useful content on social media, not just ads, and invest in grassroots events and organizations.” — Luke Tynan, Fitness Health Performance

“A brand’s role in running should be supportive, not exploitative. With running being so accessible, brands see communities and run clubs as easy marketing tools. But it’s critical they don’t just swoop in for quick content or a one-off campaign. For example, I’m working on an event with a run club for International Women’s Day where we’re offering free products and a raffle, but more importantly, we’re highlighting the progress of women’s running and the importance of girls running together. The community should feel valued, not used. Brands have a responsibility to showcase the positive impact of running through their collaborations.” — Evan Burrowes, Community Marketing Rep, Saucony

When done right, brands can be more than just sponsors—they can be partners in fostering community, supporting growth, and amplifying the sport’s positive impact.