The SportOnSocial Global Running Culture 2025 report, the latest publication from independent Research & Creative agency Redtorch, examines the changing behaviours and trends in running based on search data from 2024.
In collaboration with Running Industry Alliance, and supported by insights from World Athletics, the report explores how cultural forces, e.g. social media, local influencers, product innovation, are transforming the sport across the globe.
The report offers valuable insights through a unique blend of behavioural data, search analysis and first-hand consumer perspectives. It helps brands better understand how runners think, shop and engage, and includes a deep dive into search trends across ten priority markets worldwide (selection based on the highest levels of audience interest in running).
Key global running trends 2025
- Women shift the performance narrative: in every market analysed, female runners preferred gear specifically designed for them. Searches spike for “running glasses for women” (Brazil) and “running vest women” (USA) reflect a consistent move towards fit-first, function-forward design.
- Running becomes a family affair: there has been a surge in searches relating to getting children into running both in India and China highlighting a rising global trend towards family-focused fitness. Parent–child runs and weekend 5Ks are becoming an even more regular part of active family life – alongside a significant brand opportunity.
- Influencers gain trust: runners in the UK, France and Germany are increasingly turning to YouTube creators for product recommendations and running advice. Searches for influencers like “Ben Parkes” and “Running Addict” emphasise the growth of the “creator-as-coach”. Influencer partnerships that prioritise authenticity now play a major role in shaping customer purchase journeys.
- Run clubs are finding their stride: searches for “run clubs near me” surged in the US while Germany’s “Sunday Running Club” and Spain’s “Oysho running club” spiked too, proving that community miles now trump solo grinds. Brands that fuel these weekly meet-ups with inclusive kit, route support and post-run perks can turn club camaraderie into lasting loyalty
- Product-led search is on the rise: 27% of global running-related search volume now revolves around specific product names and indicates a clear shift from brand-led to model-led discovery. Rising interest in shoes, e.g. “Nike Pegasus 41”, “ASICS Novablast”, suggests standout products are now cultural talking points in their own right.
Real runners, real voices: a strategic toolkit for brands
For the first time in its history, this SportOnSocial report features vox pops from everyday runners across key markets – capturing local voices and lived experiences to enrich the data with first-hand cultural context and real-life consumer insights. It combines quantitative market intelligence with qualitative consumer insights to help brands:
- identify emerging market opportunities
- develop culturally relevant product and content strategies
- choose suitable partnerships, platforms and tone of voice
- understand the values, expectations and purchasing habits of today’s runners
As Jonny Murch, CEO & Co-founder at Redtorch, says: ‘This report addresses two vital questions for brands: What does the running landscape of today look like? How can you stay relevant to the audience driving its growth? Our SportOnSocial Global Running Culture 2025 report enables brand decision-makers to acquire the clarity and confidence to connect with consumers on a cultural level.’
