FASHION FORWARD
Jenni Peters of Varsity Sports and other retailers share their favorite running apparel. Page 16.
WHAT’S NEXT IN RUN FASHION
Five trends retailers need to know that are shaping running apparel in 2025. / By Paula Pavkov
Running isn’t just a sport — it’s a culture. It’s about movement, community and looking damn good while logging miles. As fashion and function collide, the next wave of running gear is stepping up its game. If you’re a retailer, knowing what’s coming isn’t optional — it’s essential.
So here’s a look at what’s five trends that are shaping the future of running apparel and why your customers will be all over it.
1. VERSATILITY IS KING
Today’s runners want gear that does it all. Convertible jackets, multi-pocket shorts, layering pieces that go from run to rest seamlessly. If it looks good for your workout and even better for your day after, it’s a win. Think daily wear influence with a performance-driven edge.
2. EARTHY NEUTRALS WITH A PUNCH OF BOLDNESS
Running kits are leaning into nature’s palette — sandy beiges, deep greens, ocean blues. But don’t get too comfortable — high-energy pops like electric lime, fiery teal and digital lavender are keeping things fresh. It’s a balance between blending in
and standing out, and runners want both.
3. HIGH-TECH, LOW-IMPACT FABRICS
Fast fashion? Hype? That’s dead. Performance gear is all about sustainability now. Brands are tapping into bio-based materials, recycled ocean plastics and biodegradable fabrics that work as hard as runners do — without wrecking the planet. Moisture-wicking, UV-blocking, thermoregulating? Standard. Sustainability? Non-negotiable.
4.
RETRO GEAR ENERGY MEETS FUTURE TECH
The ’90s are back and running gear is
in on the nostalgia. Windbreakers, track suits, color-blocking — but upgraded. Modern breathability, stretch fabrics and featherlight designs bring retro aesthetics into the performance era. Old-school vibe, next-gen function.
5.
THE SECOND-SKIN REVOLUTION
Sleek, sculpting and ready to move — form-fitting styles are taking over. Designed to enhance performance and look effortlessly cool, these pieces are using chafe-free construction and adaptive compression to support muscle function and style in equal measure.
In 2025, runners aren’t just buying gear — they’re buying into a lifestyle. They want apparel that performs, looks good and aligns with their values. Brands that nail this balance win big.
So stock up on sustainability, embrace the retro-future fusion and don’t sleep on versatility. The next evolution of running apparel is here — make sure you’re ready for it. n
Paula Pavkov is owner and COO of Alwrld. paula@alwrld.com
Why Sell Apparel? The Running Apparel Issue
Lessons on the whys and hows of selling running apparel, from two run specialty retailers who are killing it.
One of the top 10 education sessions at The Running Event 2024 in Austin, TX, was “Apparel in Run Specialty: Lessons Learned from 30 Years.” The session featured insights from Daniel Greenhalgh and Tasha Heikkila-Adam, owners of Skinny Raven, and Adam White, owner of RC Outfitters. The goal: To
convince their fellow run specialty retailers to make the effort and invest the resources in product and training to sell apparel in their stores. What follows is a synopsis of their message and words of advice on, as they put it in their presentation, how apparel can make you a ****load of money.
Why should you sell running apparel? Perhaps it is best to recognize the difference in why your customers come to your store for different products. They BUY running. Specialty running purchases are most often driven by need. We wear out our shoes. Our shins hurt, our knees hurt, our feet hurt. We get holes in our socks. We blow out elastic bands in our favorite running shorts. We need
replacements.
They SHOP apparel. Apparel shopping is most often driven by wants and desires. We seek out cool apparel. It makes us feel good. Retail therapy is real. We want to see what’s new. We want to shop apparel for ourselves and for gifts.
Implementing the fundamental ingredients will set you up for success. Follow the recipe. Have patience. Pay attention. It will pay off. Here’s how to do it.
1. TAKE IT SERIOUSLY.
Dedicate time and attention to your apparel department. Success in this investment is a marathon, not a sprint.
2. INVEST IN YOUR INFRASTRUCTURE. This includes your dressing rooms, apparel fixtures and visual merchandising. Quality apparel boutiques create the feelings and emotions that attract customers and resonate
so they will return. You are competing with the best apparel boutiques in your community, so you need to look the part.
3. ALLOCATE AND CURATE.
Curate a meaningful assortment that is relevant to your community and your market. Allocate apparel seamlessly to the space you have available for an impactful experience.
Tailor your apparel offerings based on store size and location, available space, customer needs and seasonality. Focus on core and year-round items, then add limited-edition styles seasonally. Some curating considerations:
• Consider your community, weather, store size and proximity to competitors when curating apparel.
• Branded apparel and accessories can be top sellers with good margins and easy minimums.
• If your store is less than 1500-square feet, focus on branded apparel, accessories and small lifestyle items. At about 2500-square feet you can bring in expanded branded apparel and accessories, small runs of core running brands and seasonal crossovers. Larger stores (more than 2500-square feet) can offer a branded focus, more lifestyle, SIS options, more seasonal/colors to core brands and an elevated dressing room experience.
4. ALWAYS NURTURE YOUR APPAREL DEPARTMENT … REGARDLESS OF STORE SIZE.
• Assign dedicated team member(s) to watch and study the department so they can fill in when needed and dump when necessary. They need to watch your apparel department like
you watch your footwear.
• Never run out of key sizes.
• If something isn’t selling, identify it and cut your losses, then replace it with something that is going to turn and make you money. Your real estate is too valuable to let it become stagnant.
Follow The Apparel Recipe
A successful apparel department will look different for every retailer, but the fundamental ingredients for success are the same. You need to make it work for your business, your team, your store and your community.
When it comes to selling apparel, common fears abound in run specialty. Is apparel too much work? Is there enough return? Take it from us, proven opportunities do exist. Follow this recipe to begin with:
• 70 percent shoe sales, 30 percent accessories, nutrition
Two key elements in selling apparel: Above, fixtures that showcase product in an attractive, curated manner. Below, Visual Merchandising that makes it easy to browse and enjoyable to shop and buy.
Why Sell Apparel? (continued)
and apparel.
• 60-70 percent of apparel should be core (black shorts, tights, tees)
• 30 percent of apparel should be fun, seasonal, unexpected items.
Where to begin? Focus on core apparel, then add seasonal/ fun items at smaller price points to inspire customers, to enhance apparel shopping and for
gift-giving. Ten percent apparel sales at your store is achievable with the right approach. Get over the fear.
Apparel attracts new customers, enhances your community and expands both your brand and the customer experience. An apparel department can undoubtedly strengthen your store, regardless of size, and you can see profit even when
you start small.
Here are more reasons why apparel matters:
• Community Engagement and Growth. Apparel boosts customer loyalty and repeat business. Seasonal products attract additional customer visits with timely needs.
• Vendor Partnerships. Co-marketing and exclusive collaborations with vendors
accelerate apparel sales.
• Extension of your Brand. Apparel extends your brand’s scope and experiences beyond running. Expanding your offerings strengthens your community with more resources and solutions.
Utilizing Events and Activations
Events can bring apparel to the forefront with a sense of exclusivity, while activations offer focused marketing plus calls to action. Use events to showcase apparel and engage customers.
• Activate Meaningful Campaigns with Vendors. Use demos to feature both shoes and apparel. Activate cross-promotional marketing with vendors to drive sales.
• Local Events Equal Community. Host spike days with the additions of fun socks, accessories and apparel. Feature staff favorites in-store and on social media. Activate race day displays to position yourself in front of ideal customers. Host/ participate in fashion shows and fundraisers. Host fitting events (public or private) for specific groups, teams, or activities.
The Merchandising Angle
Merchandising should be tidy, fresh and visually engaging. Focus on merchandising that makes apparel easy to browse and fun. Put yourself in the shoes of the shopper.
To achieve that, communicate the value of selling apparel to your team and train them accordingly. Make sure they are aware that when shopping for apparel the customer experience is everything.
• Educate Your Staff. Core product knowledge (e.g., water
Attractive and functional dressing rooms are vital when competing for apparel sales with neighborhood boutiques.
Why Sell Apparel? (continued)
resistance, pockets) creates excitement. Knowledgeable staff who believe in the products and care about the customer are invaluable.
• Keep It Fresh. Move products every one-to-two weeks to keep displays fresh. At 45 days on floor, pull the product (RMA or sale). Style mannequins thoughtfully with accessories.
• Create Shoppable Displays. Ensure displays make sense — line of sight is key. Add interest with creative tables and shelves.
The Importance of Buying Right
Smart buying focuses on curating, testing and balancing core and seasonal items. Minimize risk and maximize impact. No in-season restocking for seasonal items — sell out. Here are some smart buying practices.
• Try Something New. Test products for one or two seasons. If they don’t sell, cut them.
• Accessories = Low-Risk.
Accessories take up less space and have good margins. Water bottles, hats, headbands and stickers are great options.
• Small Runs = Curated
Selection. Small runs allow for a curated assortment based on customer demand. Focus on core items, but test seasonal/ fun styles.
• Balance Run/Active with Lifestyle. It is important to serve your core customer but also offer them something a little bit different.
Some Key Takeaways
Apparel can be simple for run specialty retailers. You just need to balance branded products, core, seasonal, accessories and fun. Focus on curating for your market and creating a unique, engaging shopping experience.
• Offer the items customers expect to find, then add products that surprise and delight. Curation is key. Space determines the quantity, not the selection.
• Use vendor co-marketing to partner on exclusive products, shared events, and promotion.
• Design tidy, fresh, fun, shoppable displays.
• Run specialty is known for exceptional service. Apply this to apparel. n
It is important to balance running apparel with active and lifestyle brands to offer customers another reason to shop at your store and not online or down the street.
Skinny Raven Sports and RC Outfitters, two of the best running stores at selling apparel, teamed up at TRE24 to provide this insight to their fellow retailers.
Serving Run Specialty
Since 1991
Helping Runners RECOVER BETTER™
Battling Return Culture
In the grand scheme of things, returns are not a massive problem for Megan Searfoss and her team at CT Run Co.
Among her four Connecticut-based stores, Searfoss says the return rate hovers around four percent, a low figure attributable to her staff’s diligence with in-store customers. And yet, returns remain a source of frustration for Searfoss, especially as “return culture” accelerates and consumers expect uber-forgiving return policies — or else.
“In a situation in which we don’t take something back, we risk losing business. That’s the culture now,” Searfoss says.
If you, like Searfoss, suspect consumers are initiating returns more often these days, your hunch would be correct. Apparel is an especially concerning category.
According to the 2024 Consumer Returns in the Retail Industry Report from the National Retail Federation (NRF), an estimated 16.9 percent of retailers’ annual sales in 2024 – some $890 billion – came back to the store. That figure is more than double the return rate of 8.1 percent from 2019.
The Problem of Rising Returns
While high-touch, brick-and-mortar operations like run specialty shops endure lower return rates than online retailers, returns nevertheless represent an ongoing challenge. Managing and processing returns bring added costs, including credit card processing fees and shipping expenses, as well as inventory management issues.
Consumers, meanwhile, possess lofty expectations for returns, largely expecting immediate refunds and a seamless process. The threat of social media ostracization looms over every interaction.
Though some returns to a running store are easy and clear cut, others can prove tricker. In some cases, retail staff must determine if a returned product is the result
of user error – perhaps a teen regularly used his running shoe for basketball – or a product defect. In other instances, staff might encounter a fraudulent return. According to the NRF report, 93 percent of retailers call retail fraud and other exploitive behavior a significant issue for their business.
In current times, retailers must strike a balance between providing a smooth return
process that appeases customers while simultaneously controlling the return rate to protect their bottom line. In and out of the run specialty marketplace, retailers continue striving to discern the appropriate formula.
Retailers surveyed in the NRF report identified improving the returns experience and reducing the return rate as two
How run shops are balancing rising return rates, customer expectations and healthy operations./ By Danny Smith
On March 17, Fleet Feet’s revised return policy becomes active at nearly 300 stores around the U.S. Notably, Fleet Feet’s return window has decreased from 60 to 30 days.
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Battling Return Culture
of the most important elements to achieving their 2025 goals — ranking above boosting online sales. Even more, 68 percent of retailers planned to prioritize upgrading their returns capabilities within the next six months.
Setting An Appropriate Clock
On March 17, Fleet Feet launches its revised return policy, one informed by healthy discussions and deep evaluation with the company’s 15-person brand advisory council comprised of franchisees and operating partners. While Fleet Feet chief operating officer Jason Jabaut says the nearly 300-store company’s amended “Happy Fit Guarantee” includes modest changes to the fine print – some protections to prevent return abuse and provide operators additional discretion – the biggest change comes to the return window, which has dropped from 60 to 30 days.
Digging into store data, Jabaut says most returns were happening within 30 days, which seemed a fair amount of time for customers to trial a product and make sure it works for them. With a prolonged return window, Jabaut says product condition can only deteriorate further.
Jabaut is hopeful the company’s revised return policy will mean fewer returns and, subsequently, more time for staff to support customers and improve business operations.
The issue resonates just as strongly with smaller retailers. When Matt Abitbol opened Commonwealth Running Co. in early 2020, he adopted a waitand-see approach with respect to a return policy. Quickly, however, Abitbol switched gears given experiences in the store and conversations with other
retailers. He landed on a 14-day return window and a 30-day exchange window.
“Two weeks seems enough time to walk around the house, get on a treadmill and get back to the store if the shoe doesn’t work,” he says. “The 30 days, then, is there as a catchall.”
Like Commonwealth, CT Run Co. also has a 14-day return policy. However, staff will revert to what individual brands publicize as well. Altra, for instance, guarantees 30-day trial runs while Brooks allows 90 days.
To be certain, there’s no onesize-fits-all timeline for every running retailer. Transparency certainly helps. So, too, does perspective and a pinch of grace.
Abitbol, for example, provides more leeway with returns of in-store purchases, feeling he and his team take far more
responsibility for fitting visitors to the Evanston, IL, store. Online purchases, however, face heightened scrutiny.
“It’s the same policy, but I’m much tighter with it,” Abitbol says of online purchases.
A Part of the Sales Process?
In run specialty stores, many see returns – as frustrating, disheartening and complex as they can be – as a second chance and an opportunity to “recover” a customer.
At Commonwealth, in fact, Abitbol has learned to view returns as “another part of the sales process.” He encourages his staff to be kind, courteous and “really listen” to the customer while also leaning into their own life experiences — much as they would during the initial sit-and-fit experience.
“If people have a bad return experience in our stores, then that can drive them online,” he reminds his fellow running retailers.
Abitbol’s fear is warranted. Two-thirds of consumers, according to the NRF report, say a negative return experience would discourage them from shopping with a retailer again.
“That’s why I’d rather they come in and we try to get it right,” Abitbol says. “If the shoe they purchased just sits in their closet and they don’t reach their goals, then that’s a negative experience we’re unaware of and we never had a chance to fix.”
When a customer walks in with a return, it’s typical for some retail staff to shrivel up and walk away. They sense a defensive customer holding a pre-planned argument. But
When Matt Abitbol opened Commonwealth Running Co. in early 2020, he didn’t have a stated return policy. Soon after, though, he instituted a 14-day return policy at his Evanston, IL-based running shop.
Battling Return Culture (continued)
customers often carry their own anxieties as well.
Searfoss has her team wellversed on openly greeting the customer and working to re-engage the individual in the sit-and-fit experience. Ultimately, she wants to convert the customer into a new shoe, something her team accomplishes “the lion’s share of the time,” she says.
If CT Run Co. staff cannot immediately convert the customer – maybe the customer says they don’t have the time to commit to another sit-and-fit experience or they purchased a different color of the shoe online – they then try to convert the return into a store credit. While
they will gladly process a return on a credit card, they’ll often wait for the customer to specifically request that resolution.
The Rise of Return Fees
In many ways, the uberforgiving return policies of online retailers and national chains shaped today’s lenient return culture. Yet, the pendulum is beginning to swing in the broader retail ecosystem as return rates climb.
According to the NRF report, two-thirds of retailers have started charging fees to offset the rising costs of processing returns, reduce return rates and mitigate return fraud.
To battle “frequent fliers,” in
particular, 50 percent of retailers have increased return fees for fraudulent shoppers while 44 percent have simply blocked shoppers with high return rates. Such decisions are happening mostly in the e-com space, but they are happening — and it is a greater retail trend worth monitoring.
Most retailers charging for returns report lower return rates, recouped revenue from fees and increased rates of exchange. In short, the fees are working as intended.
But it’s not all rosy, as 43 percent of retailers who instituted return fees have seen an increase in customer complaints about the new charges. Two in five,
“We have to pay attention to what’s out there in the world. Where can we make adjustments to stay relevant? It might be tricky and painful, but it’s important we align our customer centricity with the health of the business and operations.”
— Jason Jabaut, COO, Fleet Feet
meanwhile, say they’ve lost customers or faced declining sales. One potential way retailers are trying to walk the ever-fine return line is by allowing free returns (or enhanced grace periods) for customers enrolled in a store loyalty program. Being upfront and transparent about charges and fees helps, too.
At Fleet Feet, Jabaut will continue monitoring returns at Fleet Feet stores, listening to store operators and tracking policies in the greater retail ecosystem to inform any future tweaks to Fleet Feet’s return policy.
“We have to pay attention to what’s out there in the world,” Jabaut says. “Where can we make adjustments to stay relevant? It might be tricky and painful, but it’s important we align our customer centricity with the health of the business and operations.” n
Though the return rate at CT Run Co.’s four stores hovers near four percent, owner Megan Searfoss says dealing with an evolving “return culture” presents an ongoing challenge for her business.
LOOKING GOOD
What running retailers are wearing on the run in
2025
Running Insight’s now annual “What Retailers Are Wearing” feature curated by senior writer Danny Smith queries run specialty store leaders about the gear they’re grabbing when they head out for a run. Highlighting run shop leaders from four distinct regions of the U.S., the following pages showcase the diverse selection of energizing product in the marketplace and the dynamic solutions available from head to toe.
The pictorial feature also underscores just how varied personal tastes can be with 20 different vendors represented across the footwear, apparel and accessories categories.
So, from Philly to The Big Easy, central Ohio to the southern edge of Montana, take a look at what four run specialty veterans are sporting when it’s time to head out the door and log some miles.
Nick Leach is the assistant manager at Montana-based Bozeman Running Company For his “health and sanity,” Leach logs about 20-25 miles each week during Bozeman’s often-harsh winter months, alternating between local road routes and the town’s dirt and gravel trails leading into the mountains.
ciele FLTCap WND
rabbit EZ Pullover
“This top is super soft and I like that I can pull up the hood if I need a little bit of extra coverage on a cold, windy day.”
Craft Hybrid Weather Glove
“The wind can make or break a run, so I appreciate anything that helps counter the wind. These gloves have a weather-resistant mitten I can pull over my fingers for added protection.”
Darn Tough Micro Crew Socks with Cushion
“Winter or summer, it doesn’t matter, these are my go-to socks. They’re good at shedding moisture and work particularly well in the winter and spring when snow and water are prevalent.”
Saucony Peregrine 14 GTX
“The Peregrine has an awesome outsole with traction. And for me, the Gore-Tex isn’t as much about keeping my feet dry, but rather the windproof quality so my feet stay warm.”
“An awesome, warm hat for the winter. The panels on the side protect me from the wind and the bill on the front protects me from the sun.”
Patagonia R1 TechFace Jacket
“This jacket has a [water-repellent] DWR finish, which is perfect when it’s snowing outside, as well as a waffle fleece on the inside to keep me warm.”
Garmin Forerunner 935
“I got the 935 about seven years ago and it’s still kicking and giving me everything I need. It’s tried and true.”
Craft Adv Nordic Training Pant
“The fleece lining makes these pants super warm while the front is wind and waterproof. Just perfect for February runs in Montana.”
Kahtoola EXOspikes
“This is the perfect traction aid for running around town. The studs on the bottom allow me to navigate ice and packed snow, but then it doesn’t feel like I’m running on marbles if I hit a clean patch of road.”
The chief marketing officer at Philadelphia Runner, a chain of four shops in the City of Brotherly Love, Liz Pagonis aims to squeeze in five runs each week. A mentor for Team Philly Race Training, she is currently training team members for May’s 10-mile Broad Street Run.
goodr OG Sunglasses
“As I get older, I find myself more interested in protecting my eyes and skin and the OGs provide the necessary coverage. Plus, they come in a bunch of fun colors.”
New Balance Athletics T-shirt
“March in Philly can be snowy and windy or hot and humid, so I really appreciate versatile pieces like this thin, lightweight top.”
Sky x PR Women’s Performance 1/4 Zip
“I like the fit as well as the material and how well it layers. Again, versatility matters, and I like the quarter-zip given how the Philly weather can shift.”
Feetures Ultra Light No Show Tab Socks
“I go with these Feetures because I prefer something light. In fact, I always get them in the same color. That way, if I lose one, I’ve got a stash to make a new pair.”
Brooks Convertible 2.0 Sports Bra
“Brooks nailed it with the name of this bra. It’s so versatile and I can wear it with any shirt type.”
Asics Metarun Waterproof Jacket
“If need be, I can easily pack up this jacket and tie it around my waist. It’s light, breathable and, yes, the color is cute.”
Nike Go Legging 7/8
“Women’s wear has come a long way with storage since I started at Philadelphia Runner 12 years ago. These leggings have multiple pockets plus a high waistband that’s flattering.”
New Balance Fresh Foam 880v15
“Along with the Brooks Ghost, the 880 has been my go-to shoe for a long time. I don’t have to think about the 880 at all. I just put it on and go.”
Eli Reed manages the Columbus Running Company store in Westerville, OH. Currently training for a half marathon, Reed knocks out 20-25 miles a week on city and country roads, though he professes a growing interest in trail running as well.
Black Diamond Astro 300 LED Headlamp
“I’m an evening runner and appreciate something that helps me see where I’m going while helping others see me as well.”
New Balance Heat Layer Vest
“I’ve only recently become a vest guy and found I really like the ability to mix and match under this New Balance vest. Compared to a regular jacket, I like the comfort of the vest versus something longer.”
World Athletics Championships running hat
“My best friend went out to Eugene for the World Championships in 2022 and brought this back for me as a gift. I prefer a flat bill and enjoy wearing the hat backwards, too.”
Nike Dri-Fit UV Long-Sleeve Top
“My go-to base layer because it is versatile, lightweight and has a great moisture-wicking material.”
5” Sky x Columbus Running Company Shorts
“Five-inch shorts are my preferred length and, best of all, these have the compression liner, which is an absolute must for me.”
Bandit x Asics Mid-Cut Socks
“These socks are super thin and lightweight and since I only wear higher socks, I appreciate something with those qualities.”
Mizuno Neo Zen
“The Neo Zen is my first time wearing a Mizuno shoe and it’s just awesome. The Zen is extremely bouncy and its high level of responsiveness makes my run feel easy and helps me feel fast.”
Jenni Peters is the high-octane founder of Varsity Sports, which has four locations in Louisiana. After picking up running in graduate school, Peters thrived in the sport and competed in three different U.S. Olympic Trials. Today, she runs 25-30 miles a week and guides Varsity’s running groups.
goodr Sunglasses
“They’re inexpensive and cool. What’s not to like?”
Nike AeroSwift Running Singlet
“This singlet is highly aerated and so lightweight, which is important when the heat turns up here in Louisiana.”
Garmin Venu 2
“I’ve been through different Garmins over the years and the Venu is the latest. I like the Venu’s interface, which is visible with bright colors and easy to use.”
Nike Pro Sports Bra
“I just need a reliable, basic sports bra and this one has always been my go-to. It’s comfortable and cool.”
Brooks Chaser 3-inch Short
“The Chaser wears long for a three-inch short, which I appreciate.”
Saucony Endorphin Elite 2
“I train in a carbon shoe, even if that’s not something I’d recommend to customers. My Saucony rep turned me onto the Endorphin Elite 2 and it hasn’t disappointed one bit.”
Balega Hidden Dry Socks
“I wear the whole gamut when it comes to socks because there are so many terrific options these days. It all goes back to how hot it can get down here and, for that, these Balegas are especially thin and breathable.”
From DTC to Doors
After a decade of direct-to-consumer sales, Tracksmith is intensifying its wholesale efforts. / By Danny Smith
After operating almost exclusively as a direct-to-consumer (DTC) brand for its first decade, Tracksmith, the Boston-based brand pairing an unmistakable New England prep school aesthetic with premium materials and a sophisticated vibe, is pushing deeper into the wholesale game.
In 2024, Tracksmith invested in wholesale-focused staff, including hiring a director of wholesale, entertained prospective accounts at The Running Event in Austin and, most significantly, rebuilt its product creation process to better align timelines with the needs of wholesale partners. At the close of the year, Tracksmith’s products were in nearly 50 U.S. doors and brand leaders expect the company’s wholesale business to double in 2025.
Tracksmith founder and CEO Matt Taylor recently chatted with Running Insight about the brand’s calculated journey into the wholesale arena.
Taylor insists wholesale and selling to run specialty shops was always a part of Tracksmith’s plan. At the onset, however, e-commerce offered the path of least resistance for a startup apparel company. “You can set up a website and start selling product and create a brand quicker and with less investment. So, we did that, but the vision and the plan was always that running is very community driven, it’s an activity people participate in the real world and there are still going to be people wanting to touch and feel product.”
Tracksmith did a “teeny bit” of wholesale business in its opening year, but Taylor quickly learned his fledgling brand was not set up to deliver as necessary. “We didn’t have the resources, the infrastructure, the economics and the timelines that allowed us to be good partners.”
Former Yale harrier Matt Taylor founded Tracksmith in 2014. After a decade of largely operating as a DTC company, the brand has been dialing up its wholesale game over the last year.
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From DTC To Doors (continued)
As 2024 approached, Taylor says Tracksmith was eager and better positioned to grow the brand’s business and build awareness, especially with its expanding footwear lineup. The brand debuted the Eliot Runner in late 2022 and will drop its second model, the carbon-plated Eliot Racer, later this month. “Wholesale provides an opportunity to get into markets in which we wouldn’t open
our own [Tracksmith-branded] stores. It’s going to bring in a new customer, but it’s also going to give our existing customers another touchpoint.”
Right as the time seemed for increasing Tracksmith’s wholesale presence, Taylor nevertheless clutched some concerns about a deeper move into wholesale, like how stores would present
and discuss the brand on the sales floor. “We care deeply about our own brand and you lose a little bit of control [with wholesale]. You don’t get to walk the shop floor every day, fiddle with things and make sure everything’s looking sharp and exactly as you want it.”
That is one reason Tracksmith has intentionally kept its wholesale
roster tight. A smaller collection of wholesale partners allows Tracksmith’s wholesale staff to make more on-the-ground visits. It also enables Tracksmith to carefully select partners who understand the brand’s marketplace positioning and embrace a heightened focus on apparel in their retail shops. To that end, Tracksmith has created special places in some stores featuring fresh paint, fixtures and a product presentation aligned with Tracksmith’s brand story. “It’s early days for sure, but that seems to be working.”
Beyond product presentation, Taylor was also concerned about his brand’s ability to meet the needs of wholesale partners. “It’s one thing if we’re late on a delivery to ourselves. It’s much different if we’re late on something to dozens of partners depending on us. It adds another layer of stress to the operations side of the business that we didn’t have with just e-commerce and our own retail business.” By investing in Tracksmith’s wholesale team and processes throughout 2024, Taylor has Tracksmith prepared to “get more product out into the world in the right environments” now and into the future.
Taylor is committed to taking wholesale slowly, sustainably and thoughtfully at Tracksmith. “We’re in toddler phase here and we don’t anticipate a hypergrowth scenario. I mean, the nice thing about being an 11-year-old DTC business is that we don’t have that pressure. Wholesale’s a piece of the puzzle for us and we’re going to do it the right way.” n
With its sophisticated aesthetic and premium materials, Tracksmith has earned a legion of fans, even though its brick-andmortar retail presence was largely limited to pop-up shops and its own branded retail shops, the aptly named Trackhouses.
The Running Apparel Issue
The ‘Super Sports Bra’
Technology is ushering in a new era of performance. /
By Professor Joanna Wakefield-Scurr, The Bra Professor
Picture a runner at the marathon start line. She’s got carbon-plated “super-shoes” engineered for a better running economy, sweatwicking fabrics designed to keep her cool and a health-tracking wellness ring measuring every move. But under all the
cutting-edge kit, she’s wearing a sports bra designed decades ago, relying on outdated compression tech that hasn’t kept up with the pace of innovation. It’s a paradox hiding in plain sight.
For years, sports bras have been an afterthought in performance gear, despite the fact
that 72 percent of female runners experience breast pain while exercising. Worse, we know that without the right support, runners can lose up to 4cm of stride length due to poorly controlled breast movement, which equates to running an extra mile over the course of a marathon.
Now, biomechanics research, material science and real-world testing means innovation in sports bras is finally catching up. This new generation of “super sports bras” is designed to prioritise comfort and performance in equal measures.
As a running retailer, here’s everything you need to know to stay ahead of the curve in 2025.
The Science of Support
As head of the Research Group in Breast Health at the University of Portsmouth, we’ve spent years studying how breast movement affects female athletes — and the role sports bras play in performance.
We know that running generates significant multi-directional breast movement, which, without proper support, results in displacement of up to 15cm per stride. Runners compensate by engaging additional muscles to support, which could lead to greater fatigue, reduced running efficiency, an increased risk of discomfort and long-term soft tissue strain.
Not all sports bras are designed equally – high-support and low-support bras function very differently and serve different purposes.
• Low-support bras are designed for comfort and freedom of movement, but they often lack the support needed for highimpact activities like running.
• On the other hand, high-support are designed for activities like running — but often rely on compression to limit movement of the breasts. While effective for
this purpose, the excess compression often comes at a high cost — lower breathability, less comfort and impacted natural running mechanics. It can also restrict oxygen intake, making high performance difficult to sustain over long distances.
So, what’s changed? Well, more research into biomechanics and material science has revealed methods to stabilize breast movement dynamically, rather than via rigid containment.
Smart Materials Are The Future
Through research, our understanding is that women want apparel that is supportive, comfortable and easy to use, offering a lightweight solution that isn’t too complicated or technical.
Enter adaptive materials. By nature, these fabrics respond to movement — providing stability only where and when it’s needed. Unlike static compression, they remain soft and flexible at rest but stiffen under force, ensuring targeted support without restricting movement.
The application of smart textiles like Rheon can move a sports bra from medium support to high-support, without any additional compression. Rheon is an advanced strainrate-sensitive polymer, which, when applied in strips to a standard sports bra, can further reduce breast movement by up to 15 pecent. Rather than compressing tissue at all times, Rheon’s material properties allow bras to adjust in real time — a concept already used in high-performance footwear and protective gear. Used in elite sports, including at the 2024 Paris Olympic Games, this performance-focused tech is now
making its way into consumer sports bras, with leading brands like Adidas incorporating it into their designs.
Guidance For Running Retailers
With consumer expectations and textile innovation evolving, running specialty retailers need to be prepared for a new standard in sports bra design. Here’s what to consider when selecting or recommending products in 2025.
First, balancing compression, comfort and performance is key. Sports bras should provide stability without restricting movement, working with the runner rather than against her. Consider sports bras that offer dynamic support, rather than relying solely on static compression. Features like adjustable underbands and shoulder straps, racerback and cross-back designs and varying levels of
padding all contribute to a better fit and user experience too.
Scientific validation is now becoming a differentiator, too. Unlike running shoes, there are no universal testing standards for sports bras, meaning independent validation is important when assessing performance or claiming specific properties.
The University of Portsmouth is home to the world’s first and only dedicated bra testing unit, holding the largest database on sports bra performance. Our research shows that bounce reduction metrics are still one of the most reliable indicators of effective support — and with exciting developments in motion-tracking and biomechanics testing, we can refine how bras function under real-world running conditions.
Consider the sustainability of your design, too. There’s growing appetite for cutting-edge
bio-based, recycled and regenerative textiles that are durable and comfortable without sacrificing performance.
For run specialty retailers, this is a very real and exciting opportunity. Those who offer performance bras that are validated through research, designed for dynamic movement and built with innovative or responsible materials will leave the competition lagging behind.
The age of the super sports bra isn’t on the horizon — it’s already here. n
For more: https://rheonlabs. com/news/new-bra-validationstudy-rheon-technology-delivers-dynamic-support-withoutadded-compression/
Joanna Wakefield-Scurr can be reached at joanna.wakefieldscurr@port.ac.uk.
Running bras should provide stability without restricting movement, working with the runner rather than against her.
RUNNING RUNWAY
The 2025 fashion forecast for running apparel.
SPLIT DECISION
Built from the inside out, Hoka’s race-ready Split Short has a comfy liner that ensures modesty without compromising range of motion. Revamped with superlight, ultra-stretchy fabric and a semi-split leg, the classic running silhouette is finished with a stay-put waistband. MSRP: $60
LIGHT TIME
Billed as “the world’s lightest running singlet,” Nedao’s QiFlow Racing Singlet weights just 30 grams and its one-piece design features a single fabric cut that reduces friction and enhances comfort. The fabric efficiently wick away sweat.
MSRP: $59
SINGULAR FOCUS
On’s ultralight racerback Race Singlet features perforated fabric on the front and a pleated back construction. Bonded seams at the arms and neck provide comfort — where race-day engineering meets fashionforward design. MSRP: $120
NO FRICTION
Anita’s Performance WireX Sports Bra features ergonomically tailored comfort straps that can also be worn as a cross-back, while comfort and support are provided by the the-quarter outer wire construction — the underwire is lower in the center front and sits on the outside of the fabric, which means that there is no direct skin contact and possible friction points are avoided. Molded cups made from perforated fabric on the outside and soft piqué on the inside provide support.
MSRP: $92
PACK IT IN
Brooks’ Canopy Packable Jacket features all-over GO2 Repel shell fabric, a secure fit that includes a hood equipped for rain and it packs comfortably into secure hand pockets. MSRP: $130
RUN RABBIT RUN
Made with its soft Quick n’ Fit fabric, rabbit’s EZ Tank features a flattering semi-relaxed fit and a more inclusive size range for even more comfort and versatility. It features soft Quick n’ Fit fabric (94 percent recycled polyester, six percent spandex) and UPF 50 for sun protection. MSRP: $48
PLAYING CHICKN
The ChicknLegs Flying Pigs design is available as part of its collection of more than 30 fun designs and colors. The ChicknLegs Men’s four-inch Half Split Shorts feature a breathable mesh inner liner that ensures security and prevents chafing, along with an inner pocket and rear zipper pocket provide storage for the essentials. MSRP: $35
A LEG UP
The Alwrld ALRN Hi Rise 7/8 performance leggings combine the brand’s performance that with a smooth, breathable Italian fabric and thoughtful detail. This flattering legging is crafted for motion and exceptional form. MSRP: $98
CURVE BALL
Gorewear’s Concurve Windbreaker is engineered with a breathable doubleweave fabric that blocks the wind, while the anti-wet cling interior prevents sticking and enables next-to-skin comfort. Features include a lined, ergonomically-shaped collar, an elastic insert on cuffs, two zippered hand pockets and a hem with drawcord. MSRP: $100
BIT OF PARADIS
This spring, Paradis Sport’s natural fiber bikini, thong and a new boyshort will be available for the first time to run retailers. Made with a woven fabric derived from sustainably harvested beech trees, this underwear wicks moisture, dries fast, is free of chemicals and does not chafe or ride up. New colors launching in April 2025: Obsidian, Driftwood, Lupine and Cornflower. MSRP: $32
CITY BOUND
Chase a PR or clear your mind, Junk headbands, including its exclusive city majors designs, stay put, wick sweat and keep runners cool and comfortable. MSRP: $16.99
NICE RECOVERY
Recover Brands’ new Impact Jacket is a sustainable soft shell made entirely within its HyperLocal and planet-friendly supply chain. Designed to be 100 percent recyclable at the end of its life, key features include 100 percent certified through Global Recycling Standard; 86 percent post-consumer plastic, 14 percent spandex; dual snap chest enclosure and built-in reflective features. MSRP: $140
MAKING SENSE
Salomon’s Sense Aero five-inch short for men and women is super light and breathable with lots of storage and clean styling. MSRP: $70
BOXING DAY
The Saxx multi-sport Mesh Boxer Brief features a six-inch NoRideUp Leg, moisture-wicking Stop Drop Technology and the supportive BallPark Pouch Pro., It is a breathable and versatile performance style that keeps everything in place, during long and short runs. MSRP: $27
SKY HIGH
Sky Manufacturing’s PureStretch fabric is a high-performance, fourway stretch material featuring engineered moisture management. The Full Length Tank Top is designed for workouts and its fitted silhouette and sleek appearance make it a stylish choice for everyday wear. MSRP: $42
PARTY LIKE IT’S 1996
Under Armour’s women’s UA Run 96 shorts, part of the Run 96 collection inspired by 1996 – the year Under Armour was established –feature performance tech and throwback designs. Its material wicks sweat and dries fast, the four-way stretch material moves in every direction and the highrise, bonded front waistband and no-front rise seam provide a clean look and feel.
MSRP: $60
MARLEY AND HER
Toad & Co.’s Marley Tank has the same sustainable Samba Dia fabric (naturally breathable, naturally odor-resistant ) as its popular Marley Tee that features soft, breathable eco-friendly organic cotton and Tencel Lyocell slub with a bit of stretch for added comfort. (MSRP: $48). It pairs with its Sunkissed Pleated Skort in Glacier Daisy Field Print, in a weightless Sunkissed fabric in a skort that is sporty enough for the courts and stylish enough for lunch. This is a lightweight recycled polyester with stretch for easy movement and drape, featuring UPF 50+, water-friendly interior shorts with drop-in stash pockets at wearer’s right and left hips. MSRP: $80
ON TRACK
The Harrier Long Sleeve from Tracksmith is a performance top for cooler conditions, reimagined in a heavier Merino knit with 37.5 Technology to optimize temperature regulation. MSRP: $100
RACE SUPPORT
Inspired by Hoka athletes’ race day hacks, the Race Day Bra is designed with a hidden back pocket for stashing ice and nutrition packs. Built for those long summer runs, the power mesh allows for breathability, minimal weight and just-right support. MSRP: $62
DRY TRAILS
The Bonatti Waterproof Jacket from Salomon is an ultra-light running jacket with a breathable micro-porous waterproof membrane designed to stay dry on the roads and trails. MSRP: $180
PONY IT UP
Ponyflo is active headwear for women, featuring a patented back opening that allows runners to wear it with a high ponytail or bun. Made from lightweight, breathable and UV-protective fabric, Ponyflo active caps are designed for running, recreational workouts and on-the-go after your workout. Photo courtesy of @goal_digger_kelly. MSRP: $27.99
HIGH VELOCITY
Designed for runners seeking optimal storage and comfort, Nedao’s Half-Length Velocity Trail Running Tights feature five pockets, including a front bib holder and rear trekking pole attachment, providing ample space for essentials. The tights are made from moisturewicking fabric, ensuring dryness and comfort during runs. Silicone grippers at the hem keep the tights securely in place. MSRP: $79
SPRINT AHEAD
Headwear brand Sprints is making its debut in the apparel space with the launch of its Spring/ Summer 2025 Collection, bringing fun, performance-driven gear for amateur athletes who want to stand out while they move. The Sprints Women’s Avigate fourinch Running Shorts feature AC Chill soft fabric, a rear zip pocket spacious enough for an iPhone and a secure drawcord waistband for a customizable fit. The Sprints Men’s Avigate five-inch Running Shorts offer the same high-performance design, with AC Chill fabric, a rear zip pocket for essentials and a drawcord waistband. MSRP: $54
CROP HERE
On’s Race Crop is made with a hybrid racerback construction for a stable and secure fit. The breathable fabric provides comfort and the soft bonded underbust banded for maximum comfort. Fit and look can be adjusted with the partial front zip closure and it has a double layer of fabric at the front for added support. MSRP: $110
SHORTS STORY
Easy does it in the Tavi Sport Short — lightweight, breathable and functional with a flexible fit for effortless movement and a hidden pocket at the waistband, along with an interior undie for support. MSRP: $78
The Tank Stratouno from Diadora is a seamless, ultra-light technical piece that works as a standalone layer. Because the thermoregulating power of hollow polypropylene fibers creates an insulating and protective environment, keeping the body cool in summer and warm in winter. MSRP: $60
The Aerofly Performance Singlet from rnnr is light and breathable, keeping runners cool even on the hottest days. And there’s no chafing, no distractions because the bonded seams ensure a smooth feel against the skin, while the flowy cut gives unrestricted movement. MSRP: $60
Alter Ego’s Royal Palm Collection is where luxury meets elite performance — gear designed to elevate every step. MSRP: $59
Hitting just above the ankle, Wide Open’s Cushioned Quarter Sock is knit from midweight Merino wool and it offers plush terry loops, plus the True Seamless Toe and Comfort Stitch Cushioning for a controlled fit that never slips. Every pair is made in Vermont and backed by an Unconditional Lifetime Guarantee. MSRP: $22
The Desert Pucker, Royal Robbins’ best-selling outdoor adventure shirt, is now available for women. It is a short, boxy style with colors inspired by the California superbloom. Like all Pucker shirts, it’s made with wood-derived Tencel Modal fibers.
SETTING THE PACE
The Pace Flow is billed as the first-ever circular mid-layer from Polartec and Houdini, with a 100 percent recycled Polartec Power Dry mesh that offers an exceptional warm-to-weight ratio and breathability. The Pace Flow is a nonshredding, bluesign certificated, circular and versatile mid-layer.
CRUSH TIME
Skida’s Running Cap is lightweight, packable and crafted with UPF 50+ material, while its moisture-wicking fabric keeps sweat at bay. The mesh paneling ensures airflow, preventing overheating, and its sleek design offers a snug and stylish fit.Its crushable design makes it easy to stow. MSRP: $42
LUXE LIVING
The Brooks Luxe Pocket Sports Bra features built-in cups and delivers medium support through a combination of motion reduction and comfort. A large back phone pocket allows hands-free running while the soft Luxe fabric provides comfort.
MSRP: $55
FEETURED TEE
Sock brand Feetures is bringing its innovation and quality to apparel with the debut of its Performance Tee line. The Stride Flex Performance Tee features soft, moisturewicking fibers, breathable mesh and antiodor properties with superior fit and feel and high-quality fabric. MSRP: $60
MELLOW YELLOW
Runners can boost their visibility while running with the bodyglower Roman from GOFLUO. Crafted from soft and lightweight perforated fabric, this vest prevents sweating for a comfortable workout experience. Its vibrant fluorescent yellow color ensures they stand out during the day, while the reflective fabric makes them visible at night, from up to 500 feet. The auto-lock zipper closure ensures stability, preventing any movement during runs and for more freedom of movement slide the double zip to the middle. MSRP: $110
TOE THE LINE
Injinji’s newly-upgraded Run Lightweight Crew keeps feet cool, dry and blister-free. Crafted with moisture-wicking fibers, a breathable mesh top, arch support and a blister-preventing five toe design, this mid-calf sock provides protection without bulk. MSRP $16.
MIRNA RULES!
Darn Tough Women’s Mirnavated Micro Crew Ultra-Lightweight Running Sock is inspired by the company’s own barrier breaking athlete Mirna Valeri. The colorful sock – sales from which support the non-profit Come Alive Outside – redefines what it means to give back. MSRP: $22
NOT AFRAID OF HEIGHTS
No show, Quarter or Crew? Jogology has the answer with a fully sustainable performance running sock that comes not only in three weights, but also in three different heights. MSRP: $16 (quarter)
GRADUATION DAY
Sockwell’s Women’s Pulse Knee-High offers graduated compression, stabilizing muscles to absorb impact and reduce fatigue, while helping aid faster recovery by promoting circulation. Made in the USA of homegrown Merino wool and bamboo rayon that keep feet dry, regulates temperature and is blister resistant. MSRP: $32.99
RECOVERY EFFORT
Scientifically designed for optimal ankle support, featuring medical-grade compression and non-slip grips, Prevent Sprain Socks provide performance enhancement and improved recovery for runners. MSRP: $41.95
STOX MARKET
Stox Energy Socks a powered by advanced compression technology to enhance circulation and accelerate recovery. Crafted with seamless design, graduated compression and moisture-wicking Dryarn fabric. MSRP: (Ultralight Running Socks): $50
THIN IS IN
OS1st’s Thin Air Performance Socks feature Skin Thin heat release zones and woven lift bars to increase airflow and reduce moisture. Breathable Skin Thin zones enhance ventilation and prevent overheating, moisture-wicking fabric keeps feet dry, targeted compression supports arch and foot stability and seamless toe design eliminates friction and prevents irritation. MSRP $16.99
The Running Event was recognized by TRADE SHOW EXECUTIVE as one of 2024’s 50-FASTEST GROWING SHOWS .
This year’s Fastest 50 list represented unprecedented growth in all metrics tracked by TSE’s Research Department.
Click here to learn more about this special recognition.
Apparel & Socks: Mixed Reviews
Circana provides a look inside the numbers for trends in two key run specialty categories.
While apparel sales are down overall, activewear continues to outperform as consumers look for comfort features in their everyday clothing. Boomers, who are in a better financial situation than other generations, represent the fastest growing segment in activewear. As health and wellness continues to be a priority, lean into outfit occasions for consumers – especially Millennials – who are heading out for a run and going to the gym.
Commentary from Kristen Classi-Zummo, apparel industry advisor at Circana
• The total U.S. apparel market declined by 2% in 2024, versus 2023.
• Activewear sales grew 1% versus 2023, outpacing the industry.
• Activewear’s growth rate was strongest among Boomers, with year-over-year sales for this cohort up 10%.
• BOOMERS PRIORITIZE COMFORT IN THEIR APPAREL PURCHASES.
• Running apparel declined slightly in 2024 (-1%), versus 2023.
• Cold weather running categories grew — including outerwear (+44%) and sweatshirts (+14%).
• Sock sales fell 2% in 2024, with declines in men’s and kids’ product; women’s sales remained flat for the category.
• Crew socks (-9%) and ankle socks (-4%) drove sock decline.
• Millennials drove the declines in the apparel market, down 7%.
Source: Circana, Consumer Tracking Service, U.S. dollar sales, 12 months ending December 2024