Run Clubs: How Community Spirit Changed Sportswear

Words by Tony Wilkes

On a cold Saturday morning last winter, 75 runners gathered in Glasgow’s Kelvingrove Park. 247, the luxury sports line of Represent, was collaborating with Puresport on a series of run clubs in Glasgow, Manchester, Birmingham and London. Participants generally wore the same look: black shorts, a black logo top or the matching branded hoodie. “We’ve got 25 T-shirts in a medium and a large,” said a spokesman in Glasgow before they set off. “25 pairs of socks, and 25 pairs of freeze rolls. So, please make your way over in an orderly fashion…”

“We like to say run clubs are the new runways,” says George Heaton, creative director and founder of Represent. And the brand, one of the pinnacles of contemporary menswear, is not alone. Available in-store, lululemon organises run clubs as part of wider community activities, while On – known for its its unique soles crafted with CloudTec® technology – hosts a weekly run club at select stores, offering casual 5km city routes, marathon training sessions and post-run activities. “Authenticity is key,” says Ellie-May Brooks, On’s global senior marketing lead for running campaigns – and a keen runner. “We partner with communities who share our values. We create a fun and welcoming space in which to explore our latest products.”

These three branded run clubs are part of a wider global trend. Strava, the leading sports tracking app, reported that the number of run clubs on its platform rose by 59% in 2024 – running being its fastest-growing social sport. The app itself is currently used by over 125 million people, up by 32% since 2021. On TikTok, the topic has nearly 80,000 posts as users share their experiences, progress and – importantly – their looks. “Run clubs are a new era of socialising,” explains Represent’s George Heaton. “The younger generation would rather be out on a Saturday morning than in a club on a Friday night.”

If run clubs are the new hotspots – and, as some say, the new dating apps – members are now dressing the part, too. “The social aspect of run crews has led to a greater emphasis on fashionable sportswear that can transition seamlessly from a run to a casual outing,” says Andre Coggins, an athlete and lululemon ambassador. Just look at Paul Mescal – regularly seen in a track top and sport shorts. This started, of course, with running sneakers. Take a walk through any stylish neighbourhood and it won’t be long before you see an On Cloudmonster, Hoka Clifton or Salomon Acs Pro paired with chinos or jeans.

The result is a new generation of running gear that is as aesthetic as it is functional – and tested by athletes. On constant rotation are stylishly minimal pieces cut from breathable, sweat-wicking fabrics. The 247 DNA tank and Aero shorts are worn by Heaton himself, while lululemon’s Fast and Free shorts and Metal Vent Tech short-sleeve shirt come recommended by Coggins. On’s Climate Shirt is another light, cooling layer, while the brand’s Cloudmonster 2 running sneakers are fitted with its signature CloudTec® sole, maximised for extreme cushioning and powerful take-offs. Each can be worn as part of a casual look, ideal for the post-run club coffee or brunch.  

Yet for all the emphasis on looks, the main pull of running clubs remains community. In a world of hybrid-working, voice notes and Microsoft Teams, running clubs are a way to forge connections at a time when in-person interactions remain fewer. “Running communities turn a solo and competitive activity into a fun, social experience,” Coggins explains. “It’s inspiring to be surrounded by people who are equally dedicated and enthusiastic. The friendships I’ve made and the collective energy of the group make every workout enjoyable, no matter how hard it gets.”