Idk if y’all have noticed, but sports are having their absolute moment.
Between the NBA’s content factory, women’s football breaking records, and Formula 1 turning into a reality show, brands are all over sport like a cheap suit. But amid all the big-league noise, one surprising contender has sprinted ahead, quite literally: running.
From marathons to morning run clubs, running has become the sport of the moment, and brands are lacing up to join in. Why am I writing about this when I can’t and won't run to save my life?
Well, looking at the NYC Marathon this year, to me it looked more like a brand expo than a race. I saw energy drinks like Celsius and C4 setting up immersive pop-ups and recovery lounges, and I realised one thing is crystal clear: the running boom reeks of potential.
But what’s really going on here? In my opinion, the boom is less about fitness and more about participation.
Hear me out: for decades, brands have built their sports marketing around fans: the spectators in the stands, the people who buy jerseys like it’s a tradition, then stream and record games, and argue about stats at the family dinner table.
That audience is still valuable. But they’re increasingly being joined (and in some ways outshined) by the participants, the ones actually getting off the couch, wiping their Cheeto hands, and getting into the action.
Running has become the clearest expression of that shift.
You don’t need a team, a court, or even much coordination. Just shoes, Spotify, Strava, and a bit of motivation.
The barrier to entry is low, but the social payoff is high. Post-pandemic, running clubs and local marathons have exploded as people look for a sense of community that doesn’t involve a screen. It’s sport as connection, not competition. Which makes it a whole new playing field (I’m sorry, these puns are terrible.)
It’s also a big cultural unlock for brands.
The old playbook of logos on stadiums and commercials during halftime was always about visibility. The new playbook is about belonging. Brands are no longer just sponsoring athletes; they’re joining communities. Like Nike Run Club, On’s city events, or Lululemon’s weekend yoga events. They’ve moved away from broadcasting and into participating.
This shift is also psychological. Running sits right at the intersection of wellness, self-expression, and identity. No one cares if you’re the fastest; it’s just about being a runner. A runner who’s disciplined, motivated, and probably has an early-morning iced coffee ritual while you’re still fighting your sleep paralysis demon off.
For brands, that’s gold. Running lets them sell aspiration without elitism, and community without cliché.
And it’s not limited to fitness brands either. Beauty, tech, and lifestyle companies can all find relevance here. If your product helps someone feel better, perform better, or connect with others, you have free rein to play in the participation economy.
The trick is to stop thinking in impressions and start thinking in experiences. People don’t want to watch your brand cheer from the sidelines. They want to run with it.
There’s also a generational angle.
Gen Z and younger millennials aren’t satisfied being spectators. They grew up already blurring the line between creator and consumer, and now they’re doing the same with sport.
Why just watch a marathon when you can train for one? Why just follow an athlete when you can join their Strava group? It feels more authentic and genuine, because it is. And the self-improvement that comes along with it is just an added bonus.
The opportunity for brands is to meet people where the action really is.
Which is the 6am start line, the community WhatsApp chat, the sweaty post-run café selfie. Sponsor that part. Build that experience.
And okay, maybe we are all just running away from our problems. But if y’all are smart, you’ll be right there next to us, pacing, hydrating, and handing out electrolytes along the way.
-Sophie Randell, Writer
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