Nike leads the field

Running shoes have transcended their original purpose and become a true icon of modern fashion. The line between sport and streetwear is blurred, making this shoe a symbol of cultural identity. But there are still those who use it for its original purpose.

This is confirmed by the ‘Year In Sport 2024’ report from Strava, a platform that connects more than 135 million athletes worldwide and highlights the most used running shoes and the trends of the year in the running industry.

Nike Pegasus: the favorites

In 2024, the Nike Pegasus have established themselves as the most popular running shoes among runners. Their versatility and comfort made them the preferred choice for both everyday training and more demanding runs.

Strava data, based on millions of recorded activities and the shoes added by athletes to their profile, shows how this model managed to remain a leader in an increasingly competitive market characterized by constant innovation and a increasing demand for special shoes.

The rise of shoes with carbon technology

Another significant trend highlighted in the report is the democratization of running shoes with carbon technology, traditionally associated with elite runners. In 2024, the use of this type of shoe increased by 14 percent compared to the previous year, indicating more widespread acceptance among runners of all levels.

Brands such as Nike, Adidas and Saucony have led this category – in which new players such as On Running have also emerged – offering models in a price range between 200 and 300 euros, although this can vary depending on the model and available offers.

Technology and style – two indispensable factors

The report also shows interesting generational differences in equipment choices and Wearables. Younger runners, particularly Generation Z, have shown a clear preference for devices like the Apple Watch for short distances, while more experienced runners prefer the Garmin Forerunner for longer runs.

In terms of style, blue is emerging as the dominant color for 2025, reflecting a trend towards well-coordinated outfits that combine functionality and style. These days, running starts in the locker room. The era of promotional T-shirts and worn-out gym pants is long gone.

In 2024, running will no longer be an individual sport. This development represents a unique opportunity to create an emotional connection with consumers who are looking for more than just sportswear. They want belonging, confidence and the ability to share their style on social media and running clubs.

Campaigns like a recent run in Madrid organized by Zara’s Athleticz, where more than 10,000 race numbers were awarded, including to Olympians and influencers, are a perfect example of how brands can connect with the modern consumer.