Running has been a popular activity in Britain since the 70s and 80s, but decades after it emerged as a popular hobby several brands are spearheading a more fashion-forward look for running gear, becoming a popular fashion trend rather than purely for performance.
According to an article published by Forbes, the popular Swiss brand On Running’s 2026 sales are projected to reach an immense $1.93 billion. This is largely thanks to their innovative CloudTec technology, which features a unique sole design for enhanced performance and comfort. On Running also receives celebrity endorsements, such as Roger Federer who invested in the brand.
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Sportswear retailer JD Sports stated “They (On Running trainers) are very popular, they’re a proper running shoe”
According to Worldmetrics.org, the running market was valued at $32.8 billion in 2020 and is projected to continue growing significantly through 2028. The same article also shows that the value of the global sports footwear industry is set to reach an incomprehensible $133.8 billion by 2027.
Fashion brands also seem to be aware of this trend, with many seeking out collaborations with popular running brands. 2024 alone has seen collaborations from Maison Margiela x Salomon, Post Archive Faction x On Running, Story MFG x ROA, Saturdays NYC x Brooks, and many more.
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Data from trend reporter WGSN also shows the popularity of running shoes in 2024’s footwear market. Many top-performing shoes share the traits of being ergonomic, lightweight, and breathable, which are also design traits shared by many running shoes. WGSN also lists Satisfy Running as having the third-highest increase in consumer interest YoY. This is also supported by the immense 603.7 million views accumulated under the “OnRunning” tag on TikTok.
WGSN’s data shows a steady and consistent increase in the interest in and sales of running gear in multiple markets, as many fashion fans worldwide turn towards a more active lifestyle.
However, this isn’t a new concept for many people interested in fashion. American designer Rick Owens has famously been quoted saying “Working out is modern couture. No outfit is going to make you look or feel as good as having a fit body. Buy less clothing and go to the gym instead.”
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WGSN reports also show that many running shoes have been selling extremely well in the US market, where many trends originate. The same report also cites running shoes as being very popular in the UK men’s activewear market, which will be made clear by simply looking down while strolling through any city centre. This data coincides with an increase in gym attendance among the public, as gym goers new and old search for visually appealing products that can be worn in and out of the gym.
Google Trends data also supports the idea that running is a rising trend as searches for running and running gear has been shown to be steadily increasing for the past year, with no signs of slowing down. Searches for the Nike Vaporfly have been soaring as of late, being listed as one of Google Trends’ “breakout” searches. Other brands like New York based Saucony as well as HOKA also receive significant increases in volume of searches.
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Despite the success of up and coming performance brands as of late, Nike remains the kingpin with its advanced technology and immense brand loyalty. Adidas comes in second with Puma and Asics behind them.
Streetwear retailer FootAsylum stated “Nike sells the most. Nike Dunks sell well, Nike AirMax sell well, as do Nike Vapormax.”
This is contested by Sports Direct who stated “For running shoes we sell Asics the most as they have more range of products. They are easiest to start with as the buyer doesn’t have to commit to buying a top of the range running shoe and they can still be worn day to day.”
It isn’t just data where the surging popularity of running can be seen. Many running influencers and youtubers have been experiencing great success as of late. Examples include Philippa Bowden (195k followers), Russell Cook (1.2m followers), Ben Parkes (218k subscribers) and many more.
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Google trends data shows the top five most searched for running shoes include the aforementioned Nike Vaporfly, Adidas Adizero Boston 12, Brooks Glycerin Max, Salomon Speedcross 6, and the Puma Deviate Nitro 3. Anyone purchasing these models can be assured they’re getting a quality sports product that is highly regarded by experts and the general public alike, and with deals readily available at specialist running stores there are plenty of opportunities to grab these at a bargain.
As well as public interest, there are also an abundance of celebrities taking up running as a hobby. Stars like Ryan Reynolds and Kevin Hart as well as musicians Alicia Keys and Travis Barker have all publicly expressed their love for running.
It remains to be seen whether running as a trend will persist and collabs will continue rolling out, but if you’re going to hop on a trend this winter it couldn’t hurt to pick one that gets fashion fans on a healthier lifestyle as new year’s resolutions loom ahead. Do you agree with our analysis? Let us know your thoughts on Instagram and TikTok @fashion_north.
