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

Niche Communities

The running world is witnessing a significant shift towards niche communities, each with its own unique style and preferences. Simon Freeman highlights this trend, noting how running is becoming more specialized, with distinct groups forming around trail running, urban run crews, and track and field enthusiasts 1. This fragmentation is mirrored in the brand loyalty seen in the running industry, where runners align themselves with brands that resonate with their specific interests and identities 2.

You do feel like you're a part of something because you can identify with it. And there are other people who are doing that in their own ways, which is great.

--- Simon Freeman

Chris Douglas compares this to the cycling world, where brand allegiance is strong, suggesting that running is following a similar path.

   

Cultural Influence

Cultural trends and shared values among runners are increasingly shaping the design and marketing of running products. Simon Freeman and Chris Douglas3. This approach allows brands to maintain a sustainable business model without needing to appeal to the masses.

They showed a lot of these other brands that you don't have to be everything to everyone.

--- Simon Freeman

Mario Fraioli adds that these emerging trends are not only reshaping the industry but also creating exciting opportunities for new brands to thrive 4.