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something is happening in running right now. it's not the shoes. and it's not just the incredible racing performances. (though really, sub 2hrs in london or rachel entrekin smashing cocodona, what's more impressive?)
what we're paying close attention to now is the collabs.
over the past year we've seen indie running brands lean hard into capsule drops, partnerships, and limited runs in a way that feels distinctly new. coffee shops crossing with hat brands. run crews crossing with apparel houses. podcasts crossing with headwear. running brands crashing paris fashion week is just the start. the energy is closer to what skate and surf culture has done for decades than what the running industry traditionally pulls off.
we're on board. when good brands make stuff together, it can create some special pieces and beat what either could do alone. honestly, it's the kind of magic going for a run with a group brings.
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