The Runner’s Corset - F/W 24 Consumer Trend Analysis

Being told “this isn’t a fashion show” is a rite of passage for anyone who has attempted self-expression in a space that is not solely dedicated to it. Way of life and style intersect with growing fervor as running culture evolves, engulfing movement and lightly jogging past it. The running community has been exclusive and nuanced, but those that engage with personal fashion as opposed to the active activity are increasingly adopting the functional aspects. Streetwear is drawing trends not just from sportswear, but specifically running gear. After kneeling to lace the runner’s corset, technical sneakers walk the urban streets to get an $8 latte and linger with friends, charged as they are to go miles in minutes.  

To capitalize on this consumer inclination, established and indie brands collaborate with marathons and coordinate new product drops with relevant events. The Business of Fashion, in “How Marathons Became Fashion Shows”, explores the relationship between apparel and the runner themself, along with the integration of this gear into the common public. November 3rd marked the New York Marathon- one of the most prominent in the category. This annual run is a lucrative opportunity providing brand incentive, so budgets are higher reflecting the potential exposure. Events like branded run clubs, sneaker drops, and beauty sponsorships provide new merchandise. Flaunting your niche gear is a crucial part of any social group, signaling your place to those in the know. Marketing sneakers to performance-motivated consumers and those dressing for another lifestyle continues to become more expected as luxury settles into the urban space- drawing upon active members of the culture.  

Brands are applying these interests to product by celebrating milestones like store openings with organized runs as opposed to club parties. They are taking advantage of these uniquely interactive marketing opportunities, encouraging growth for upcoming brands like On Labs NYC and Hoka, giving a boost to seasoned technical brands like New Balance, ASICS, Nike, and Salomon. Adidas “plans to continue building heat for the shoe ahead of a wider rollout next year through releases around key marathons.” These races expose the dress to new audiences, and they are able to see the product first-hand, in action. These kinds of events engage the general populace along with recognizable influencers/celebrities wearing (and therefore endorsing) this expensive, elite gear. They “come for the run” and “stay for the merch.” These drops feature innovative designs and functionality. This week, On Labs NYC unveiled LightSpray manufacturing technology, for limited release. The infiltration of running-wear into daily fashion along with high-end is indicative of the public perception of athleticwear as something not only meant for function. The adoption of these trends by the average consumer continues to be run towards, lightspeed, while stylishly sporting the 2022 Hysteric Glamour x Kiko Kostadinov x ASICS collab, despite planning afterwards to twirl through the metropolitan dreamscape.