Running has long been a sport governed by the clock. But everyday athletes are challenging the sport’s fixation with fast pace and defining personal bests on their own terms. As people of all ages, bodies, and abilities take up running, how can brands forge a more inclusive running landscape?

A New Balance campaign is looking to help everyone unlock the physical and mental benefits of running. As fitness standards expand beyond aesthetics and into physiological and emotional wellbeing, brands that foster accessibility and community sentiments will be those that appeal the most.

Nike is introducing a ‘boutique fitness concept’ with two locations in California before the end of 2023. Nike Studios spaces will be based on either running or training but spotlight a more holistic desire for sport to support people’s social well-being as well as their mental and physical health.

As Britons increasingly turn to digital platforms for health advice, coaching app Runna has entered the fray to help people reach their fitness goals. By providing affordable and personalised programmes, workouts, and nutrition tips, it's encouraging ambitious runners to rack up the miles.