Adidas Runners, Icebug Forest Femmes, Brooks Run Happy - running communities initiated by running brands are an integral part of the running scene in major cities. Can the self-organised or professionalised running groups also be of interest to local sports retailers? ISPO.com has spoken with brand representatives.
More and more running brands are targeting women athletes with their marketing campaigns. But in which range are products that have actually been specially developed for women? ISPO.com has consulted manufacturers.
Instagram stars and blogger are gaining more influence in the running scene. Are social-media-stars replacing professional athletes as advertising media for the running brands? Adidas, Brooks and others provide insight into their marketing strategies.
Trail running has arrived in the running scene. And other outdoor and endurance athletes are also infected. Experts from Adidas, Salomon and Icebug explain how special communities and new products like different sole profiles make people run in the mountains.
Customization, individualization, adaptation: That's what running shoe purchase 2018 is all about - what functionalities and designs can runners individually influence - and how? Several manufacturers have answered this question to ISPO.com.