Welcome to SportOnSocial Global Running Culture 2025 report, produced in partnership with Running Industry Alliance. It offers insights into the changing behaviours, motivations and expectations of runners worldwide.
Built using Redtorch’s proprietary tools and global search analysis, this year’s report reveals how runners are discovering products, engaging within communities and redefining what it means to be a runner. More importantly, it highlights the implications for brands that want to stay relevant.
Whether you’re developing equipment, selling products or building your brand, here are some top insights to help you connect with today’s runners.
From Brand Power to Product Pull
Currently, 27% of running search interest is now product-led, and this figure is rising fast. While brands like Nike still dominate visibility through master-brand terms, interest in specific products (e.g. Pegasus 41, Alphafly, Novablast 4) is reshaping the discovery journey.
What this means for brands
Clear, consistent product naming is not merely a good strategy – it’s essential for driving digital visibility. As product curiosity grows, ensure your gear is easy to find, easy to remember and supported by strong search intent.
Women are Reshaping the Market – Expect More!
Across every region, female-focused search terms have risen in the last 12 months:
- +680% increase in searches for high-support bras in Brazil
- +200% increase in searches for women’s running shoes in the US
- +130% increase in searches for women-only events like “Carrera de la Mujer” in Spain
This is not about inclusivity alone; it’s a shift towards fit-first, performance-ready gear designed specifically for women.
What goes this mean for brands?
Drop the pinkwash. Produce comprehensive sizing ranges, collaborate with relatable female creators, and promote performance gear intended to address real needs, not simply a rebranding unisex lines.
Social Running is Back – and it’s not About PBs
Searches for local run clubs, park routes and community-led events are booming. Brazilian runners are turning street races and apps like Strava into core parts of their running experience – using them to plan, track and share their progress. The rise in searches signals a shift toward a more connected, community-driven running culture. In countries like Mexico and Spain, run clubs are evolving into lifestyle experiences rather than focusing on race preparation.
What does this mean for brands?
Encourage expression as well as performance. Collaborate with authentic run crews, co-host lifestyle events, and position your gear as something to be seen in, not just sweat in.
Influencers are the New Running Coaches
Runners are shifting their gaze from elite inspiration to creator credibility. In markets such as Germany, France, Brazil and the UK, YouTubers and local influencers are trusted above pro athletes or polished campaigns.
What does this mean for brands?
Rethink sponsorship strategies. Partner with creators who represent and guide your audience through real-life journeys. Gear reviews, training tips and community stories are more powerful than displaying product specs.
Beginners, Families & Inclusivity are Fuelling Growth
Interest in running is rising among beginners in every market, with searches for “running for beginners” (+100%) and “5ks near me” (+560%) increasing in the last 12 months. Family-focused and plus-size interest is also climbing, reflected in rising searches for “kids running shoes” (+620%) and “extended-size running apparel” (+760%).
What does this mean for brands?
There isn’t a single type of runner. From first-timers to family joggers, your needs to tailor its products and comms strategies to reflect a diverse range of ability, size and intent. Invest in welcoming language, inclusive visuals and practical solutions make it easier for everyone to participate.
Local Culture Drives Global Opportunity
Regional differences are defining the global playbook, from India’s pride in homegrown brands like Abros to Japan’s rising interest in “sun protection for those who run.” Gear expectations, discovery behaviours and influencer preferences all vary by market.
What does this mean for brands?
Global consistency must align with local relevance. It’s essential to adapt campaigns to cultural values, pay attention to regional search trends, and work with market-specific partners to gain traction beyond brand awareness.
Running Gear is Now a Lifestyle Stack
Across the US, UK and China, runners are treating gear as a personal performance ecosystem. This includes everything from GPS watches to UPF-rated apparel to hybrid training shoes. Searches like “best running shoes 2025” show that runners are researching, stacking and personalising their kit.
What does this mean for brands?
Don’t sell products, sell systems. Emphasise how your gear works together, integrates with routines and/or supports broader lifestyle goals. Product ecosystems foster long-term loyalty.
The global running boom is about more than people running; it’s also about people running in different ways, for difference reasons. From product-led search to community-led motivation, runners now expect their favoured brands to provide greater relevance, greater representation and greater resonance.
This is a time not for observation, but for action!
The SportOnSocial Global Running Culture 2025 report examines the changing behaviours and trends in running based on search data from 2024.
In collaboration with Running Industry Alliance, and supported by insights from World Athletics, we explore how cultural forces, e.g. social media, local influencers, product innovation, are transforming the sport across the globe.
Click below for more in depth analysis and insights.
