Running culture is a blueprint for brand relevance
Over the past five years running has exploded, creating an opportunity for brands
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Voltaren became the Naming Rights Partner of the “Voltaren City2Surf” as part of a 3-year deal
Peloton also renewed its sponsorship with City2Surf for a 3rd consecutive year and is planning to bring a range of interactive experiences to the City2Surf Expo and the Finisher’s Village
TEG Sport announced La Trobe Financial as the presenting partner of the Wrexham Tour Down Under - As part of the tour, fans can look forward to a travelling tribute to the iconic Turf Hotel (made famous by Disney’s Welcome to Wrexham series) - “The Turf” will pop up across the tour, serving custom experiences featuring Wrexham Lager and Aviation American Gin cocktails
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Ponting Wines (co-founded by Ricky Ponting) was confirmed as the Official Wine Partner of Queensland Cricket and the Brisbane Heat for the 2025-26 season
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Cricket Australia achieved its highest ever individual day of ticket sales, selling 311,066 tickets on the 1st day of international pre-sale (nearly tripling the previous single-day sales benchmark of 111,741 and marking the single highest day of sales in Ticketek’s 45-year history)
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Fempro Armour’s female-specific protective guard was approved by the AFL for use in the AFL & AFLW
The Australian Open 2025 delivered its biggest economic impact yet, injecting $565.8 million into Victoria's economy - more here
Seven Network acquired exclusive Australian broadcast rights to the US’ T20 Major League Cricket competition - All 34 matches will stream live and free on 7plus Sport
Perth Wildcats unveiled a ‘bold’ new evolution of its club's brand, featuring a new logo and identity, after fans called for “a logo that was new and exciting - modern and simplified - with a fiercer, more powerful Wildcat”
Australian Boomer and NBA star Patty Mills accepted a role as the General Manager of Hawai‘i Men’s Basketball
ASX-listed Australian Sports Tech company Catapult acquired AI-powered weightlifting data company Perch for $18m
Jay Z placed a $1m bet on the platform he is invested in (Fanatics Sportsbook) on OKC Thunder to defeat the Indiana Pacers in the NBA Finals in 5 games
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Guest Writer: Chlöe Cripps
Chlöe has spent the past seven years at Mediahub and the past 5 years leading media planning and strategy for New Balance across EMEA and APAC. She played a pivotal role in launching the brand’s We Got Now and Run Your Way campaign across multiple European markets, before bringing that experience down-under. With a passion for sports marketing, Chlöe is especially interested in the evolving cultural role of sport - where it’s no longer just about the big tentpole moments, but the mini moments, everyday rituals, and adjacent stories that shape the culture around it.
Today Chloe breaks down the evolution of running culture, and how this has created an opportunity for brands. Enjoy the read!
Running culture is a blueprint for brand relevance'
Have you found yourself lacing up for a run recently?
Over the past five years, running has exploded - but it’s no longer only about personal bests
It’s become a way to find meaning in a world that’s changed, build identity, and connect. This cultural shift presents a powerful opportunity for brands across any category to build cultural relevance.
Being from a sporty family, people often thought we’re slightly mad for enjoying running. We’d go to parkrun every Saturday morning (my dad has run 600), go to all-inclusive sports resorts for family holidays, and my dad running a marathon in 2004 felt like an anomaly. But in 2025, everyone’s trading late nights for early runs, running on holiday to explore, and chances are you know someone who's run a marathon (or multiple) - or that person is you.
But what does this growth in running look like in Australia and what’s the cause? When we dig beneath the surface, it’s become so much more than a love of sport.
The growth of running in numbers
Government data shows the number of Aussie’s running increased from 3.4m in 2019 to 4.2m in 2020
parkrun, a free 5km race, launched in Australia in 2011 with 115 runners. In 2024 it celebrated its millionth runner across the line and as of 18 May 2025, 1.2m runners have completed parkrun, showing its exponential growth
+7.6k people signed up for Runna plans for City2Surf in 2024
Races like the Sydney Marathon have seen huge growth, from only 5,306 entrants in 2022 to an expected 35,000 runners in 2025 – and earning a World Marathon Major title
The growth of running under the surface
Run clubs are being marketed like nightclubs
The branding for run clubs and races has shifted. What used to be promoted with a Facebook event or a flyer with over exposed photography now comes fully-branded with launch videos, slick photography and hype. They’re hosting morning runs that feel like pop-up events - and brands are all over it.
New Balance have partnered with Unofficial’s 7am runs
Nike threw its After Dark Marathon in Sydney with a visual identity that looked more like a rave than a half marathon
The evolution of running apparel
Running clothing used to be bright, loose and quite unflattering. But in the last few years that’s changed. It’s now sleek, minimal, and steals fashion codes from streetwear brands – it’s all black, uses technical fabrics and is complete with wraparound sunglasses. In addition, run clubs are dropping their own exclusive merch.
It’s no longer just about comfort - it’s about your identity and self-expression.
Labels like Satisfy, Represent 247 and UVU have led the shift, creating pieces that can be worn not just for running.
Traditional life milestones feel out of reach
In May, the average house price in Sydney is $1.2m, 13 times the average income. Financial pressures are causing people to delay life milestones like marriage and having kids, and more people are remaining single than ever. With home ownership, marriage and kids feeling so far out of reach, it’s no surprise running has seen the most growth among Gen Z’s.
Running, signing up for races and crossing a finish line has become a new set of goal posts, and a signifier for success when other more traditional life milestones feel unattainable.
This was captured perfectly by a recent TikTok trend that joked, that ‘being in your 20s means everyone you know is either getting married or running a half marathon’.
Running has become performative and more than the finish line photo
The rise of Strava as a social platform allows people to share their runs and show people the journey to race day. After every run they’re then congratulated by friends in the form of kudos – giving the runner both an endorphin and dopamine hit.
In addition, we’ve seen the rise of the running influencer and every day social media users begin documenting their running journeys - such as Matt Choi, Lucy Georgia, Georgia Hillis. A marathon or race training series gets people invested in their training by showing the highs and the lows. You’re now able to follow along with the journey, see the dedication it takes to succeed and not just see the finish line photo.
The rise of 3rd spaces and search for community
Post-COVID (which feels like a lifetime ago) people were looking for new ways to connect and meet new people in places that weren’t through a screen or at home or work. Younger generations, in particular, are at the centre of what has been coined the loneliness epidemic - despite being more digitally connected. On top of that, we’ve entered an era of cutting back on drinking, and therefore we’re heading to pubs and clubs less.
So whether you’re searching for new connections, tackling loneliness or curious about sobriety, running started to scratch the social itch. Turning running, which used to be a solo, solitary activity into a social one - allowing people to build community and connection IRL. This shift has seen people switch from chasing the night and schooners to chasing the sunrise on foot with friends.
Although this article is running-themed, there’s lessons for marketers in any industry
Fuel the 3rd space
We’re seeing a shift away from people spending time in pubs and bars – opting for sober, wellness focused places to hangout.
People still want to two-step, but maybe no longer fuelled by schooners anymore:
Nespresso popped up in Bondi and Collingwood fueling a new kind of ‘happy hour’ at 7:30am rather than 5pm - encouraging connection with coffee
Messina are hosting a Car Park party from 2-5pm in the heart of Marrickville, bringing DJ sets, house party vibes and unlimited gelato that Gen-Z’s are craving
Think beyond the main event
The headline moment – whether it’s a race, product launch or runway show – is only part of the story.
It’s the mini moments around it that build engagement - the anticipation, the cultural commentary and the recovery.
Runna’s London Marathon campaign was a master class in owning every minute of the moment. It kicked off 16 weeks before race day, supporting runners from the very start of their journey.
For marathon week, Runna created a full calendar of daily events at their race hub, and post-race they offered professional finish line photos and post-Marathon yoga sessions. Runna didn’t just show up at the finish line, it tapped into every conversation round it. The hype, the moment and the aftermath. It’s a reminder that the mini-moments and adjacent conversations make up the big moments - and brands should ensure not to miss them.
Steal category codes from other industries
Marketing a run club like a rave - whether that’s Nike’s After Dark Half Marathon or Diplo’s run club, Jacquemeus using surrealist Art and Liquid Death taking inspo from heavy metal.
Unexpected crossovers gain attention because they break category codes and norms, making your marketing feel new, fresh and exciting.
You need to live beyond typical ad spots
Brands that resonate in 2025 don’t just buy media, they earn relevance. They show up where culture is unfolding.
Take MECCA at the Australian Open
It showed up front and centre on TopCourt with a pop-up activation, partnered with tennis IT girl (@moorrgs) and invited people to get sideline-ready.
The Takeaway
The rise of running in Australia is only partly about people's love of the sport but reflects a broader cultural shift in search of connection, self-expression and meaning in a complicated and surface-level digital world.
For brands today it isn’t just about buying ad spots…
It’s about being felt, experienced and becoming part of the conversation
It’s not about interrupting with ads but integrating with the conversations and communities that people care about.
It’s also left me wondering… if my dad’s been running for years, does that make him a trendsetter? Maybe, but don’t tell him I said that.
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Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.