How to Build a Running Brand (Without Competing with Nike)
The running industry is dominated by giants—Nike, Adidas, ASICS, and the like. But that doesn’t mean there isn’t space for new, independent brands to carve out their own success.
The key? Finding a niche, building a strong brand, and offering something the big players can’t (or won’t). Here’s how you can create a profitable running-focused ecommerce brand without going head-to-head with the industry heavyweights.
1. Find Your Running Niche
If you try to sell generic running shoes or apparel, you’ll be swallowed up by the competition. Instead, go niche. Some ideas:
Race-Specific Apparel – Ultra-distance races (100km+) demand technical apparel with real innovation—think lightweight yet durable materials, storage solutions for nutrition, and temperature regulation for extreme conditions.
Footwear with a True USP – There’s still room for innovation in running shoes beyond what HOKA, Nike, and Adidas offer. Consider brands like Speedland, which focus on modular, customisable footwear for trail runners.
Sustainable Performance Gear – The market for eco-conscious running gear is growing, with brands like Janji proving that ethical, high-performance apparel can work.
Hyper-Specialised Running Accessories – Think premium-quality arm sleeves, race vests designed for ultra-marathons, or hydration solutions tailored for specific race formats.
Minimalist vs. Maximalist Gear – Some runners crave featherlight, stripped-back apparel like what Soar offers, while others seek high-cushion comfort from brands like HOKA.
The more specific you go, the easier it is to attract a dedicated audience.
2. Build a Brand Runners Actually Care About
Branding isn’t just about aesthetics; it’s about establishing a clear identity and purpose. To resonate with runners, focus on:
Storytelling – A compelling brand story isn’t just about personal experience but about why your brand exists. What problem does it solve? What gap in the market does it fill? A strong narrative builds long-term loyalty.
Tone of Voice – Whether it’s authoritative, technical, or stripped-back and cool, your tone needs to match the audience you’re targeting. Brands like Satisfy exude exclusivity and craftsmanship, while others take a more community-driven approach.
Purpose – A brand needs a reason to exist beyond selling products. Are you innovating running gear? Supporting a cause? Creating a unique movement? Make your purpose clear and drive it home in all messaging.
Community First – Build a real connection with runners. This could mean hosting events, collaborating with athletes, or creating content that speaks to their experiences and challenges.
3. Choose the Right Products (and solve a real problem)
Once you’ve nailed your niche and brand identity, you need products that genuinely improve the runner’s experience. Some key considerations:
Solve a Specific Problem – The best products aren’t just easy on the eye; they serve a real function. Identify pain points in existing running gear and improve upon them. Examples include chafe-free shorts, ultra-light breathable layers for long races, or adaptable footwear for different terrains.💡 I still think there’s room for a cool protective toe sock brand from someone who suffers with bad toes from running myself!
Material Innovation – Running gear should perform in all conditions. Look at high-tech, weather-adaptive fabrics, seamless construction for comfort, or odour-resistant materials.
Test & Iterate – Don’t launch without real-world testing. Work with runners at different levels to refine your product before going to market.
4. Be Smarter with Marketing (content is key)
The big brands have millions to throw at advertising. You don’t. But you can be strategic.
Content Marketing That Adds Value – Fresh, high-quality content is critical. Whether it’s training insights, behind-the-scenes product development, or in-depth reviews, ensure your content is either aspirational (like Satisfy’s artistic approach) or highly useful.
Leverage Micro-Influencers – Work with athletes and niche influencers who engage deeply with their followers. Runners trust recommendations from people who live and breathe the sport.
The Prelaunch Strategy – Use techniques from Jeff Walker’s Launch playbook. Build anticipation with a prelaunch sequence—tease the product, share development insights, and get early adopters involved.
Creative Brand Activations – Instead of giveaways, think of unique ways to generate buzz. Limited-edition drops, pop-up experiences, or ambassador-led challenges work well.
5. Sell Where Runners Actually Are
Rather than relying on generic marketplaces like Amazon or Etsy, focus on platforms and communities where runners engage:
Direct-to-Consumer (DTC) Website – Build a strong online store with an emphasis on brand storytelling and experience.
Specialist Running Stores & Boutiques – Partner with independent running shops that align with your niche. Retailers like The Running Works or Pro:Direct Running curate high-quality performance gear.
Running Clubs & Events – Be present at races, sponsor events, and collaborate with clubs to get your brand in front of engaged runners.
Subscription & Membership Models – Consider a recurring revenue model like exclusive gear drops, training content, or insider access to limited releases.
Final Thoughts
Starting a niche running ecommerce brand is about differentiation. Whether it’s race-specific gear, innovative footwear, or aspirational storytelling, success comes from offering something truly unique.
The key is to deeply understand your audience, create high-quality products that solve real problems, and market them in a way that speaks directly to passionate runners. With the right strategy, you don’t need to compete with Nike and Adidas—you can build a brand that runners genuinely want to be part of.
Got a running brand idea? Let’s make it happen!