Everyone’s into running nowadays. And I don’t know if your For You Page is like mine, but it seems that everyone is running the London Marathon.
Flashback ten years. Running wasn’t cool. Fast forward and can you really be in your twenties if you aren’t running a marathon or going for a coffee after your long run?
Running is fun now?
As a brand, running has transformed itself, which has translated into a record 840,000 applicants for this year’s London Marathon.
The pandemic fitness boom was a starting point – gyms were closed, so running outdoors was a great alternative to stay fit.
Combine this with social media as the main way to connect and the sport positioned itself as an inclusive and attainable form of fitness.
From the hungover bride-to-be coming third in the Brighton Marathon on her hen-do to celebrating the runners coming last (but still making it through!), today’s runners are encouraged to be themselves.
With this popularity boom taking place, it was only natural that ‘run culture’ started to permeate ‘pop culture’. Running has quickly morphed into a social scene.
Accessories like the Oakley sunglasses have become trendy, run clubs have become a social event worth clearing your calendar for and complex carbs are back on the menu.
#RunTok
TikTok has changed the game for running’s image.
The platform’s short-video format has proved perfect for showcasing running’s fun side. From ecstatic finishers to motivational moments, the London Marathon’s TikTok has capitalised on trends by using popular culture to amass views. Even historical highlights like Paula Radcliffe’s record run have been repackaged to highlight the event’s nostalgia.
Continue reading at Campaign UK.
