Brand Leaders Discuss Integration of Fashion Into Running Culture at TRE
Classic running shoes are dominating the sneaker landscape, and performance styles have permeated the worlds of fashion and streetwear. At The Running Event trade show in Austin, Texas, this week, brand leaders and retailers came together to discuss today’s running consumer and how the category intersects with fashion.
Jason Faustino, director of energy and collaborations at Saucony, highlighted that fashion-conscious consumers have always existed in running. “The same way people are into their health and fitness and wellness, I think it is synonymous with how they are into fashion and art and film. It’s a taste level that spans across their entire lifestyle,” he said on a panel hosted by FN senior news and features editor, athletic & outdoor, Peter Verry. “I don’t think it’s a newer consumer, although, I think the running industry, in general, are speaking to that consumer a little bit differently and making it more inviting.”
Heartbreak Hill Running Company president and co-founder Dan Fitzgerald noted that their store leads with fashion and aims to resonate with customers through design.
“One of our tag lines is we are people who run. You can shorten that to we are people, and running is just the means of connection for us,” he explained. “As a retailer selling clothes and shoes, it’s important to keep fashion in mind. It’s always most prominent and it’s a point of differentiation for us.”
For Fabrizio Gamberini, global chief brand officer and president at Vibram, identifying today’s running consumer comes down to observing current trends and what consumers are looking for.
“One [trend we are watching] is vacationers. The number of people that are going on vacation has been at very high, record level. So there is always a fashion component for that consumer,” he explained. “A second trend is paying attention to influencers. And influencers are very important, especially on the fashion side. The tendency of consumer is to listen to a fashion influencer 40% more than the just the standard influencer.”
He continued to discuss the commonality between trends and intersecting fashion and performance. “[These consumers], they want to have shoes that will provide confidence. You want confidence on your feet, and that’s actually where Vibram is able to play a role,” he added, noting the importance of technicality in fashion.
As the everyday runner demographic continues to grow, so is the category. In a note from Janine Stichter of BTIG released today, the analyst said running footwear will continue to outpace broader footwear, not only in actual participation, but also in the continued growth in average selling price.