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Branford, CT, tells us she experienced this trend
firsthand. "Customers would ask, 'I'm not a runner.
What should I wear?'" Attributes most important
to these rookie runners, according to Adams, were
the fit and feel of the garment. "Wearing clothing
that felt soft and fit comfortably, gave them a
confidence boost," Adams explains. "Being athletic
and healthy in a relaxed way was the appeal, versus
aspiring to run a half marathon."
During our recent visit to the Marathon Sports
store in Branford, spring season apparel by
Rabbit, Vouri, Patagonia and Lululemon featured
prominently, alongside a selection of New Balance
and Brooks, and a smattering of hats by Ciele.
Adams notes that these days runners are more
oen shopping with their values. She offers the
brand Rabbit as an example — a women-owned
brand that resonates with consumers. And she says
that customers are attracted to Patagonia's stance
on sustainability.
Soft & Comfy Steps Up
Material-wise, polyester rules today's recreational
running wear. It makes sense; the sport of running,
Outdoor
Research
Shadow
Wind
Hoodie
sportstylemag.com • sportstyle March/April 2024 • 13
