Each January, those that run will make their way to the NEC. For some it’s an annual visit.The opportunity to see what’s new, listen to inspirational humans, connect with those that love the same sport and perhaps spend some well earned dough. 

This year, Storm Eowyn made it a little harder for some. But persistence is a trait all runners carry - in spades…

This year's event felt busy - bursting at times - like an old fashioned Boxing Day sale. Is this an exacting reflection of the unsurpassed application for ‘26 London Marathon (840,318)? Is running really in a golden age? 

Let’s take Gen Z as a guinea pig (Gen Z are Born between 1996 and 2010, the new generation of individuals, Generation Z, can be described as loyal, thoughtful, compassionate, open-minded, responsible and determined.)

According to Canvas8

‘In a tumultuous economic and cultural landscape, Gen Zers are struggling to land traditional life milestones. In their search for control and companionship as they grapple with myriad stressors, they are turning to running as a way to find purpose, community, and an overall sense of escape.’

In their search for something they can control on their own terms, Gen Z has contributed to a spike in marathon attendees, with the New York City Marathon noting a 21% jump in runners in their 20s between 2019 and 2023.

Facing all-time highs of isolation and loneliness exacerbated by perpetually-online lives, Gen Z is finding ways to break out of their silos and connect with one another. In fact, 84% of Stravaathletes say that communal and solo exercise helps them combat feelings of loneliness.

Gen Zers are finding ways to make do with the cards that have been dealt to them, from inheriting economic instability to ongoing environmental and political tension. Running, whether to find a sense of purpose or community, is yet another way young people are dealing with their quarter-life crisis by turning to marathon mania and redefining social relationships on their terms.

Gen Zers have been called “the sustainability generation”.

The pandemic didn’t start the sustainability revolution, but it has put it into hyperdrive, and Gen Z is in the driver’s seat.

Paradoxically, Gen Z are Shein shoppers, haul lovers, micro-trend followers, and repeat outfit shamers. This stands starkly against their eco-conscious values.

Big business feeds our appetite on social media - ‘haul’s, ‘fit checks’, micro-trends, collabs, limited edition drops. 

Being bombarded with persuasive tactics from brands and influencers, the ease of access to new items at the click of a button, and the allure of affordable pricing amid a cost-of-living crisis makes it very difficult for even the most committed Gen Z consumer to buy ethically.

The clothing industry lacks transparency in business practice and Gen Z consumers often lack information about the products they are buying.

The responsibility to shop sustainably should not fall solely on consumers, but on governments, policymakers and corporations to be more ethical. 

Unsurprisingly, 88% of Gen Z shoppers do not trust companies’ sustainability claims.

Plenty of ways to skin a cat, and repurposing clothes to another owner isn't new. We all see the charity stores on our high street - from Cancer to Cats. 

Vinted said sales rose to €596m last year – making it about a third of the size of Asos – while profit after tax was €17.8m compared with a loss of about €20m a year before. 

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The group employs more than 2,000 people, most of whom are based in Lithuania.

Vinted’s growth comes as concerns about sustainability, tight budgets and boredom with copycat fashion across the high street have driven a sharp increase in sales of secondhand clothing, particularly among young people.

So we’re living in a tumble dryer of incessant advertising, chronic fast-fashion manufacture, perpetual austerity, raging fires, irregular storms and floods we were used to only seeing at Universal Studios, Orlando.

Ok, so back to runners. We - runners - shop on the high street & online, go to work, listen to podcasts - all the normal stuff.  

Should or are our wishes different? We’re targeted with ‘Shoes of the Year’, new colours each season, a new shoe each year. Training, racing, fast, faster, light, lighter. Road, trail, Ultra. A shoe for everyone - but not for every run. Is a ‘shoe rotation’ a good Idea? Probably. How many is enough? 2 shoes? 3 shoes? More?

How do we balance the ‘itch’ for new and a desire to do better?

Where do we seek the ‘better’ rather than chase the ‘fast’?

We have to find those that choose the ‘better’.Make an effort, crane our necks in the spaces less populated. 

So what did we find at the National Running Show?

We sought a village of people who love the organic and the repaired. The Green Runners curated a group - a worthy one. There was a queue to ‘pitch on to the green’ which was great to see - BUT - more space for these wonderfuls would have been better,,,

Sums Club socks meld the lifestyle with the sport well. Strava Club that donates 5p per run for charity. Purpose, product and brand wrapped in a bow. 

Janji - now 12 years old - were at the show for the 1st time. More than adolescent, Janji were really happy to connect with an audience that knows little of them. And visibility is important. 

Tony Piedade of Jog On gratefully took shoes from hundreds of runners. Tony was expecting circa over 2,000 pairs over the weekend. That’s more than a drop in the ocean toward his mission to harvest 1 million pairs from landfill. 

We asked both Altra and Mizuno what plans they have for sustainable products and neither knows of lines imminent to offer to the consumer who is looking for ‘better’. 

Commercial wants are outplaying the planet's wants. Not.Good.Enough. 

So where are we after our visit?

A little dejected. 

We don’t see progress coming fast enough. From the big brands & from the organiser. There is no information on the organisers website around ‘sustainability’. No detail. 

Carpetless halls are one thing - but what else? What are your values? What is being done in detail? We’re asking -and we’ll let you know what response we gain. 

There’s good people out there doing hard stuff - building better solutions for us all to run kinder around our block, traversing a trail, summiting a peak - alone and together. 

And we’re working long and hard to shine a light on those that do. 

Thank you for being curious 

Team Run Legacy.