- s with inclusive kit, route support and post-run perks can turn club camaraderie into lasting loyalty
- Product-led search is on the rise: 27% of global running-related search volume now revolves around specific product names and indicates a clear shift from brand-led to model-led discovery. Rising interest in shoes, e.g. “Nike Pegasus 41”, “ASICS Novablast”, suggests standout products are now cultural talking points in their own right.
Real runners, real voices: a strategic toolkit for brands
For the first time in its history, this SportOnSocial report features vox pops from everyday runners across key markets – capturing local voices and lived experiences to enrich the data with first-hand cultural context and real-life consumer insights. It combines quantitative market intelligence with qualitative consumer insights to help brands:
- identify emerging market opportunities
- develop culturally relevant product and content strategies
- choose suitable partnerships, platforms and tone of voice
- understand the values, expectations and purchasing habits of today’s runners
As Jonny Murch, CEO & Co-founder at Redtorch, says: ‘This report addresses two vital questions for brands: What does the running landscape of today look like? How can you stay relevant to the audience driving its growth? Our SportOnSocial Global Running Culture 2025 report enables brand decision-makers to acquire the clarity and confidence to connect with consumers on a cultural level.’
