Influencers are reshaping running culture. For brands looking to leverage this it all starts with clear strategy and solid research: knowing who you’re speaking to, what you want to achieve and how you’ll measure success.
When used properly, influencers are a powerful tool to help brands activate cultural insights and connect with audiences. They make the sport more relatable, inclusive and accessible and their race vlogs, training tips and honest reviews offer a directness brands struggle to achieve. But simply “tapping into” influencer culture isn’t enough; brands need clear objectives, defined audiences and measurable outcomes.
Our SportOnSocial Global Running Culture 2025 report provides data-led insights into how running is shaped by diverse motivations and local contexts.
The effective use of running influencers is about identifying credible voices who drive product visibility, increase purchase intent and build long-term brand salience.
1. Macro Reach & Micro-Connection: Optimising for Specific Objectives
Strategic clarity means choosing influencers based on business need, not popularity.
The distinction between influencer tiers is crucial:
Macro-influencers, such as The Running Channel, are effective for broad reach and visibility – effectively, market penetration. They’re a great tool for large-scale, campaign content to drive mass awareness.
Micro-influencers tend to generate high engagement through personal storytelling and strong ties with local or niche communities. These creators are valuable for mid-funnel activity – helping shift consideration and drive discovery – particularly in markets like Spain where unfiltered authentic content cuts through or the UK and Brazil where runners rely on YouTube creators for validation.
2. Purpose-Led Content: When It Works
Influencer partnerships can take many forms. While long-term collaborations build trust and reinforce shared values, brands must ensure that purpose-led campaigns – focussed on shared causes or values – also contribute to long-term brand equity.
The partnership between Jonny Davies and Lululemon for Run The Capitals is a notable example. Raising awareness for suicide prevention and mental wellbeing, Jonny’s daily updates and emotional reflections went far beyond product promotion. This campaign worked not just because it was emotional, but because it was credible and aligned with Lululemon’s positioning around wellness.
Purpose works when it fits the brand’s DNA and strengthens its market position. Done well, these campaigns offer emotional resonance and connect with audiences on a deeper level.
For example, Lululemon’s long-standing focus on wellbeing makes this credible, unlike a fast-fashion brand jumping on a mental health cause without meaningful connection to its values.
3. Tactical Campaigns That Drive Sales
Short-term influencer partnerships are a powerful tool for sales activation. Product launches, honest reviews, discount codes and other performance content should be used when the goal is conversion, not engagement.
These campaigns are most effective when led by creators with existing credibility. In Brazil, YouTube unboxing videos increasingly play a decisive role in the consumer journey – driving conversion before the consumer even visits a brand’s channels.
This shows how short-term marketing can work when done right.
4. Building Communities That Drive Engagement and Loyalty
Influencers can play a key role in building running communities, both online and offline. These identity-driven groups can be valuable long-term assets for brands.
“Runners and Stunners“, a female running group powered by Lululemon, exemplifies how brands can support diverse audiences through community-led partnerships.
5. Local Running Culture and Precision Targeting
Our research shows clear cultural differences in how runners engage with influencers and brands around the globe. Not every market behaves the same.
UK & Brazil: Runners often rely on YouTube creators for honest, detailed gear reviews. Influencers on this platform are regarded as trusted sources and frequently guide purchase decisions.
Germany & France: Runners prefer relatable, mid-pack mentors over elite athletes or high-production campaigns. Local creators like Running Addict and Julia Reppel carry a lot of influence.
Spain: Authenticity is paramount. Spanish runners respond to raw, story-led journeys and are less responsive to polished brand content. Channels like TRAILRUNNINGReview are growing by being authentic and unfiltered.
India: Google Trends shows fewer searches related to influencers, but GWI data reveals a highly engaged audience. Indian runners are more likely to follow fitness experts or organisations on social media and are motivated by content that offers inspiration, advice and a sense of community. This shows a clear gap in the market for brands to develop local, influencer-led strategies.
Final Thoughts: Find the Right Influencers for Your Goals
Influencers are helping make running more human and connected – whether guiding gear choices or leading mental health campaigns.
As a brand you need to think about how this authenticity and credibility can help you drive commercial outcomes – awareness, consideration and purchase.
Ask yourself three questions before you engage an influencer:
- Who are we targeting?
- What’s the objective?
- How will we measure success?
For more data-led cultural insights read the full SportOnSocial Global Running Culture 2025 report for free.
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