Running Culture 2025: How Design, Emotion and Leadership Intersect
Running is more than sport. How running culture is reshaping design, emotion and organisational thinking – and what businesses can learn from it.
Running as Culture: How Running, Design and Organisational Culture Intersect
Running has evolved beyond the realm of sport. It has become a cultural movement – a form of self-expression, identity and collective purpose. What happens on roads, trails and in marathons is no longer just about fitness; it reflects broader shifts in design, leadership and how we connect with one another.
From Streetwear to the Starting Line
As the Financial Times put it, “A marathon today is like fashion week for the running community.” Running has become a stage – not just for personal achievement, but for cultural storytelling. The intersection of running and lifestyle is no coincidence. It reflects a wider societal trend: people are seeking meaning, experience, and a sense of belonging.
Brands like adidas, New Balance and On Running no longer just innovate in sole technology. They’re also investing in storytelling and design collaborations. Take the Rift Valley Runners collection by adidas and Wales Bonner, for example: inspired by the running culture of Kenya, it merges performance with cultural depth. Similarly, On’s work with Post Archive Faction offers futuristic silhouettes that push design boundaries while staying rooted in athleticism.
These examples aren’t just about aesthetics – though visual identity certainly matters in today’s brand landscape. They’re about relevance. These collaborations convey values like resilience, identity, and global perspectives on endurance.
But this shift also raises questions: Where does authenticity end and commodification begin? Is running becoming another space for consumerism – or does it open up new possibilities for inclusion, diversity, and empowerment?
The numbers are telling: the London Marathon 2025 received over 800,000 applications – a new record. The global running apparel market is expanding rapidly. What we’re witnessing is not a niche trend, but a growing cultural and economic force.
The Emotional Power of Running
At a recent event called Camp Strava in Los Angeles, this emotional power was on full display. American athlete Alysia Montaño spoke on stage about her Olympic journey. Thirteen years after finishing fifth in the 800m final, retroactive doping decisions elevated her to a rightful bronze medal.
As she shared the story – of lost opportunities, emotional tolls, and delayed justice – she broke down in tears. The room spontaneously rose in a standing ovation. It was a powerful moment: deeply personal, yet universally human.
That moment is a reminder that running is about more than physical movement. It’s about fairness, purpose, and identity. And this kind of energy is not just relevant to sport – it can also inspire leadership and organisational culture.
What Businesses Can Learn from Running
The parallels between running and leadership are striking:
Clarity of direction: Like a training plan, businesses need clear goals – and the commitment to pursue them.
Cultural identity: Strong running communities thrive on shared values. The same is true for resilient teams.
Collaboration: Breakthroughs happen at intersections – between people, brands, and disciplines.
Long-term resilience: It’s not just about sprinting. Sustainable performance, in sport and business, comes from endurance.
Conclusion: Running Is Culture – and Organisations Are Part of It
The growing connection between running and design, culture and identity is no passing trend. It reflects a deeper cultural shift – one rooted in purpose, community and expression.
Organisations that understand the core values of running – self-responsibility, focus, inclusion and persistence – can translate these into strategy, culture and communication. Not as a marketing gimmick, but as a foundation for meaningful leadership and future-proof growth.