Shared Strava scores, running gear from head to toe, group outings several times a weekβ¦ Social networks are overflowing with running enthusiasts. In just a few years, this sport has won over a much broader audience. Once a simple individual activity, when a single pair of shoes was enough to go for a run, running has become a true cultural phenomenon. Today, even casual runners sport outfits worthy of professionals, turning every outing into a mini catwalk. A closer look.Β
Joining the race: when running became mainstream
Running isnβt new, but its evolution is closely tied to sportswear brands. As early as the 1980s, adidas and Nike began developing products specifically designed for running. Lighter shoes, breathable materials, cushioned soles, these innovations made the sport both more accessible and more high performing. Little by little, running stopped being an activity reserved for elite athletes and became mainstream among the general public.
The practice also stands apart from more elitist sports: thereβs no need to join a club or have sophisticated equipment to start running. The disciplineβs original simplicity remains, but the experience has become more complete thanks to a stronger focus on comfort.
During the pandemic, this dynamic accelerated. Successive lockdowns disrupted our sporting habits: gyms closed, group activities restricted, and jogging often became the only allowed outing. During Covid-19, running was no longer just a sport, it became a daily ritual and a way to stay connected with nature.
Running as a lifestyle
Today, running goes far beyond the realm of sport. The rise of running clubs illustrates this shift: miles are logged and shared, but the social interactions matter just as much as performance. These clubs donβt limit themselves to training sessions, they host brunches, talks, workshops, and sometimes even charity events. Running becomes a way to build community around shared interests, to create social bonds, and to foster a sense of belonging.
When we Run as One, we donβt just find our pace. We find our people β Saucony.Β Β
This social dimension is transforming running at its core. Itβs no longer just a way to stay in shape, it has become a true lifestyle.
Brands and collaborations: when running meets fashion
Sports brands are no longer the only ones investing in this space: lifestyle labels and even luxury houses are now embracing running. Jimmy Fairly, the French eyewear brand, hosts running clubs to promote its products; Salomon collaborates with MM6 Maison Margiela, Hoka with Marni, On with Loewe, and Janji with Merrell.
On, founded in 2010, perfectly illustrates this convergence between sport and fashion. By collaborating with artists such as FKA Twigs and Zendaya, and with tennis player Roger Federer as an investor since 2019, On underscores the importance of style in running, while cementing its own dominance. Thanks to these numerous collaborations, the running shoe can now be worn well beyond workout sessions. It has become the symbol of an active lifestyle at the forefront of contemporary trends.
This phenomenon isnβt limited to running shoes, it also extends to technical apparel. Shorts, leggings, jackets, and T-shirts are designed not only for performance, but also with aesthetics in mind.
A changing urban landscape
To meet growing demand, running-focused stores are multiplying across major capitals. These shops often look more like concept stores than traditional sports boutiques, confirming the shift of running into a true lifestyle. In Paris, for instance, youβll find Distance, Centre Commercial Outdoor, and Quatorze Running; in London, Run and Become or London Trackhouse.
Customers no longer come just to buy a pair of shoes or a technical garment, they come to immerse themselves in a universe that celebrates running, performance, and above all, style. Though, while drawing inspiration from the latest trends and exclusive collaborations.
Running has transformed profoundly over the past few decades: from a simple sport, it has become a full-fledged cultural phenomenon. Brands, collaborations, running clubs, and specialized boutiques have all contributed to this shift, turning every run into a moment of athletic performance but also of style and social connection. One thing is certain: running has never been this cool, and the trend shows no signs of slowing down anytime soon.
