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How Marathons Became Fashion Shows

This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.
Hoka models shoot
Hoka's campaign with New York boutique ESSX. Sports brands have used the marathon to promote their clout among the city's fashion crowd. (Oliver Leone)
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BoF PROFESSIONAL

Abe Chavez is the fashion manager at buzzy New York-based luxury boutique ESSX, where his responsibilities include managing the store’s relationships with high-profile celebrity clientele like basketball star Jaylen Brown and American football player CeeDee Lamb. But earlier this week, Chavez was tasked with a different role altogether: leading a run club through Manhattan’s Lower East Side.

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Further Reading

Case Study | The Strategy That Brought Adidas Back From the Brink

Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.

How Running Went High Tech

Forget your $285 Nike Alphaflys and that $150 Salomon technical vest. The biggest flex is turning up to run club with a perfect recovery score on Oura or Whoop.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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