Running Clubs - the new way brands are communicating with their communities.

One of 2024 trends which many of you have already seen on your IG or Tiktok feeds are the famous running clubs. This has become common practice abroad, both organized by friends groups and even by brands. We have seen many examples of this trend, from Hoka, Represent or Satisfy.

After the pandemic, physical exercise has become even more important. After so many months at home, people felt the need to go out and exercise in groups, socializing and missing what they had been deprived of for a long time.

These brands initiatives are not carried out without any purpose. By organizing this type of events, they are firstly able to get closer to their customers, position themselves better and share their values in a more “human” way. In addition, they develop a sense of community and belonging that makes customers even more loyal. It's also an opportunity for brands to generate some income by producing specific garments for this type of event, as well as generating content for their socials.

In Portugal, we've seen some brands embracing this trend, such as Le Monsieur, Fairly Normal and Pvz Soul. They're on the right track, but there's room for more!