sportstyle

By Emily Walzer A movement is afoot in today's running world. Leading the way is a growing collective of niche and emerging brands, ushering in fresh design thinking and an innovative use of materials that elevates run apparel in terms of style and substance, leaving the traditional runner's "uniform" in the dust. Community and sustainability are values tightly woven into the ethos of these businesses. Clothes are craed with an emphasis on versatile functionality, oen combined with a streetwear influence, and tailored to a run culture open to all. Diversity in running has grown significantly with an estimated 16 million runners identifying as BIPOC and 46 percent of American marathoners identifying as female, according to research conducted by the Running Industry Diversity Coalition and the 26.2 Foundation. Casual runners outpace serious runners almost three to one, according to a recently released Fleet Feet 2024 Report, with casual runners logging an average 17 miles run per week. Textiles play an important role in today's runwear revolution. Responsible materials, such as recycled synthetics and eco-friendly fabric technologies for enhanced wicking and odor control, are notable this season. Comfy cotton blends and super-so lightweight fabrications with easy stretch also feature. Durable, yet breathable technical materials star in new trail collections. Overall, form follows function and attention to design details is paramount; pockets, pockets, pockets! A contemporary outlook on product and purpose is also key. Brands share a determination to take running apparel to a higher ground and drive positive change within the sport. Intentional product development with greater emphasis on ethical sourcing of materials and supply chain transparency, in tandem with advancing inclusivity with recreational run clubs, upbeat campaigns and outreach initiatives, are corporate priorities. e brands featured here exemplify how the run apparel category is evolving with performance being re-imagined in new and different ways that are exciting for industry and individuals alike. Fresh Ideas Are In, Cookie Cutter Looks Are Out "e greatest factor driving innovation in running is the amount of new companies entering the market bringing fresh ideas," states Brett Farrell, founder, Territory Run Co., a trail running apparel brand based in Portland, OR. "Each company brings their own style, vibe and energy and that offers a much larger pool of offerings for runners. It used to be that if you are a runner you will look one way because all the running brands had a similar vibe. Now you can be a runner and still bring in your identity and style." Monica DeVreese, co-founder of California-based brand rabbit, defines the company's "bold new vision" as breaking away from the traditional, mass-market approach and creating thoughtful, intentionally-designed gear that combines function, comfort and style. "We're constantly re-thinking performance and incorporating cutting-edge functional textiles into our product development. We understand that today's runners demand more from their gear—not just in terms of aesthetics, but also in functionality and innovation." Ergonomic designs, seamless construction, and strategic ventilation are all primary focuses in rabbit's product development. Additionally, rabbit features high-tech Delta fabric and Fresh Face (peppermint) technology through its collaboration with ON PACE PERFORMANCE APPAREL FIT FOR TODAY'S MORE DIVERSE, ECO-AWARE RUN AUDIENCE DESIGN / MATERIALS sportstylemag.com • sportstyle September/October 2024 • 15

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