For a long time, jogging was just a sporty hobby-today “Running” is a lifestyle statement that crosses the finish line to the fashion world. From luxury running shoes to athleisure-compatible running jackets, the boundaries between function and trend are increasingly blurred.
The latest styles can be admired in Amsterdamer Nelson Mandela Park: a casual T-shirt with a large print on the back is styled via a longsleeve that meets tight running shorts-a game with various proportions. The entire look is in black. Fast, sporty sunglasses from the Oakley brand are draped into the hair. However, it is not a guerrilla fashion show of a local design collective, but the style of a runner who participates in the weekly ‘Crewlove Run’ from Streetwear veteran Patta.
Mirror on the wall: Who has the most beautiful running fit?
The right running outfit is becoming increasingly important for hobby athletes: inside. They stage a stubborn but still casual look. This means that the runners can stop at the coffee booth after their round in the park without getting out between the other guests as ‘Fashion Fauxpas’.
“The fashionable appearance of running sports has changed significantly in recent years,” explains Matthew Glynn, Head of Strategy & GTM, Sports at Zalando. “In the past, runners grabbed: just a few shoes inside, put on an old T-shirt and combined it with a short trousers that they also used for other sporting activities. Today, the outfit check is almost compulsory before leaving the house.”
The runners: Inside today, specially developed shorts with integrated pockets, a light functional shirt, combined with an ultra-trail running vest, a hats-sunglasses combination and a neckerchief, Glynn describes the look. Of course, they also wear highly developed and at the same time stylish running shoes that vary depending on the speed and distance. Therefore, many hobby athletes have several models in their shoe cabinets-like sneakerheads.
At the Berlin online retailer, the “Clifton” model by the American sporting manor Hoka was the best-selling running shoe last year. He even overtook the “Nike Pegasus”, which “was considered the undisputed bestseller”. Zalando also has a rapidly growing demand outside the shoe segment. Accessories such as Oakley sunglasses and Salomon drinking vests are particularly focus and underline the trend.
Sprint in the style Olympus
However, it only gets really trendy when a specialist and a tone of a tone combine their strength and thus meet sportswear expertise and style. Such cooperation can naturally arise in a wise manner as with Patta and Nike, which, after years of sneaker collaboration, have also brought out an extensive running collection including shoes.
Nike offers the necessary experience in the running area. The company took its first steps on the Tartanbahn and tried to exceed existing running shoe providers such as Adidas and the Asics predecessor Onitsuka Tiger with new ideas about 60 years ago. The sports group made its beginnings with the Cortez-a model that celebrated its comeback as a lifestyle sneaker-jogging in the home market. Patta provides streetwear credibility, so that the collection also cuts a good figure off the running route.
The US group seems to be on the right track with its running segment and collaborations. Sales for Womenswear-Running rose in the second quarter of 2025 in the low to medium single-digit range, while the men’s area remained unchanged, said Nike Finance Center Matthew Friend in the telephone conference. Running is still one of the focus sports, adds Nike CEO Elliott Hill to the analyst: inside.
Running becomes luxury
The more surprising collaboration was probably the first joint shoe from the Zurich running specialist on running and Loewe. Jonathan Anderson, the responsible – now former – creative director of the fashion house belonging to the French luxury goods group LVMH is currently one of the most sound designers: inside.
Always new models of the “On X Loewe” running shoes as well as the expansion of the range with a running clothing capsule speak for the success of the cooperation and the growing interest of luxury customers: inside for style-proof sportswear. While Loewe supporters go: walking inside, Celine fans rely on Pilates.
This development also notes Simone Heift, who is responsible for the marketing of the three luxury department stores KaDeWe, Alsterhaus and Oberpollinger. “Our customers are increasingly looking for sportswear, which is both functional and stylish,” said Chief Marketing Officer of KaDeWe GmbH. “The trend of athleisure, in which the boundaries between sportswear and everyday fashion blur, has not only gained importance in the area of specialized running brands, but also with established lifestyle brands such as Sporty & Rich, Adanola, Alo Yoga and Varley.”
The market has grown so large that even the Pitti Uomo makes the way for runners: free inside. The segment received its own area within the outdoor area ‘I Go Out’ for the first time at the January edition of the Florentine Menswear Mass.
Sports giant and new brands
Many of the participating brands of the Pitti Uomo – including Soar Running from London, Kuta Discise L.AB and Unna from Sweden – reflect the current developments in the running area. They only take the starting line with a fashionable running apparel instead of taking the first steps with running shoes, as was the case with large sporting goods: inside such as the Japanese ASICS group or at the listed Zurich brand on running.
The current business figures speak for the path of the two companies. The designated net profit of On Holding AG was more than three times as high as in the previous year with CHF 242.3 million (CHF 258.6 million) in the 2024 financial year. The company expects further strong growth for this year. ASICS also recorded an increase of 14.3 percent to 326.9 billion yen (around 2.1 billion euros) in its highest sales category last year, as can be seen from the annual report from mid -February. The profit in this area rose by 41.4 percent to 70.7 billion yen.
Nevertheless, many young brands go their own way and clearly rely on clothing for their niche. There are providers: inside like Alex Zona, who only work on the website with limited releases in direct sales. A sales method that is particularly known from the streetwear scene. But with the focus on stylish running clothing, the brands also deal more with the materials they use and thus advance the technology for clothing.
“The boundaries between sport and fashion, performance and lifestyle have blurred,” said Daniel Groh, Chief Brand Officer at Satisfy. “Running not only influences fashion, it shapes it. People prefer clothing that reflects freedom, movement and identity.”
The French brand, which has just collected 11.3 million euros in a financing round, is known for its “Moth Tech” aesthetics, in which body zone-specific holes in the T-shirt should ensure better ventilation. Satisfy also offers light materials such as “Ghostfleece” and the ‘Cloudmerino’ wool manufactured in Japan.
Meanwhile, the running clothing of Kuta distance L.AB relies on a made-to-order approach in which the products of the Swedish brand are located in “careful manual work”, according to the brand website. A short sports pants from the brand costs 1,500 Swedish crowns (around 200 euros) and a jacket 3,300 crowns.
“Consumers: Today, a combination of functionality and aesthetics-a trend that drives the Athleisure boom continues to drive,” said Glynn. “The minimalist, technical look of running clothing-with seamless workmanship, light layers and ergonomic fit-has inspired luxury and streetwear design. Functionality and modern aesthetics. “
The fast-fashion area in particular is known to absorb the latest trends and so it is not surprising that providers such as H&M and Zara have also entered the running route. The Swedish fashion filialist H&M offers a comprehensive collection of simple tops and pants to accessories such as girdle and gloves to the running jacket. As part of his fitness line ‘Athleticz’ launched in 2021, the Spanish competitor Zara not only offers the right running look, but also a range of running shoes that are suitable for different distances.
Large fast-fashion companies are always criticized to use young brands designs. Tim Soar, for example, accused Zara of such a procedure on LinkedIn a month ago. The founder of the London running brand Soar compares its own design in the career network post with that of the branch list belonging to the Spanish clothing group Inditex.
Brands rely on running community
Regardless of the extent to which the designs of the smaller brands are “copied”, they live primarily from a strong community that runs behind it in such situations. In addition to numerous community events around running, sport for these brands is of course particularly important.
The Amsterdam Brand Patta, which is expanding to run with Nike, meanwhile brings its long-time Streetwear community to running. Co -founder Edson Sabajo started the Patta Running Team around 15 years ago. In addition to the permanent team, there have been further ideas in recent years, such as the “Youngster Project”, in which particularly young people are to be motivated.
Since last April there have also been Pattas Lauftreffs “Crewlove Runs”, which take place every week in different places in Amsterdam as well as again and again in other cities such as London and Berlin.
“Crewlove Run is open to everyone who wants to get into running. It is about people and love in the community,” explains Guillain Irankunda at the meeting point, a hip-hop dance studio in the Amsterdam district of Bijlmermeer.
The initiator has been part of the Patta Running team for around seven years and is always happy, even if employees from the company are interested in the project, run and explore the various places in the city with it. The current run dragged itself – led by a participant from the area – at a relaxed pace over seven kilometers past apartment blocks and through several idyllic green areas.
Whether in the city, in the country or in the mountains – running is almost everywhere, it only needs the right outfit.