Cool Runnings & Slow Clubbing

Has culture become more casual? And is this being accelerated by the rise of running?

Oh, and does this connect to the latest clubbing trend?

Let’s dig into what we need to know…

Running and Fashion Had a Baby

If 2024 was the year of the run club, 2025 is the year where running fashion goes nuclear.

Did this all start with the rocket rise of athleisure and the omnipresence of yoga pants? Maybe, but this feels different…

For staters, Adidas has just launched A-TYPE, an elevated line of clothing and we’re even seeing Puma trainers/sneakers (delete as appropriate) turned into ballet shoes.

Dupe culture is also playing a role here as all manner of sporting clothing is being copied and people often don’t care that it isn’t legit.

It’s Bigger Than Hip Hop

To quote the Sociology of Business newsletter:

“Artists like Gunna, Central Cee and French rapper Rilès are suddenly posting running content and using the sport’s once uncool aesthetic to promote upcoming projects.”

This shift is more significant because running attire can now be, in some cases, extremely high end (see: Satisfy Running).

The gear is fashionable enough that people are capturing every angle of their run club outings, including the obligatory post-run coffee or beer.

It also fits into the fact that running is now a place to make, not just meet friends (or even partners).

Slow Clubbing

If you haven’t heard, ‘Soft Clubbing’ is defined as:

“… the desire to experience a curated sonic atmosphere without being confined to a traditional event space, let alone a full-on club experience.”

It doesn’t obviously connect to the rise of run clubs and running fashion. But when you dig a bit deeper, you realise it is part of a need for deeper, different ways of connecting.

People don’t (only) want a weekly substance-fuelled release that goes into the early hours. And they want the opportunity for exercise to be community and vice versa (see also: the rise of Hyrox and related events).

Is it also a reaction to the decline of social being…errr… social? More on that debate here.

What does this mean for marketers?

Perhaps your brand shouldn’t try to build its own community, like many attempt to do.

It could make more sense to support an existing community of like-minded runners or slow clubbers.

And… what other facet of society will be next to re-jig as part of this bigger trend towards more casual, communal and conscious shared activities?

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