Episode 218 | Simon Freeman and Mario Fraioli on Emerging Brands and Trends in Running

Market Dynamics

The competitive market landscape in running is evolving with both established and emerging brands reshaping the industry. Simon Freeman highlights how new brands are addressing previously unaddressed market segments, which forces established brands to improve their offerings 1. Chris Douglas adds that brand loyalty in running is becoming more tribal, similar to cycling, where people identify with brands that represent their values and lifestyle 2.

I think that's happening. I mean, if you look at just road running, track and field, trail and ultra running, which often get lumped together, there are some brands that transcend those categories and cover those individual categories and cover all three.

--- Simon Freeman

This tribalism is evident in how different running disciplines have distinct brand preferences, influencing how brands position themselves in the market.

   

Product Innovation

Product differentiation is crucial for brands to stand out in the competitive running market. Chris Douglas and Simon discuss how brands like Hoka and Ultra have carved niches with unique designs like oversized soles and zero-drop midsoles, influencing the broader market 3. Simon notes that even large brands like Nike struggle to penetrate niche markets like trail running, where brand loyalty is strong 4.

What brand now does not have an oversized Hoka looking shoe? That's all Hoka.

--- Simon Freeman

This differentiation not only helps brands capture specific market segments but also drives innovation across the industry.