A few days ago, we discussed the emerging trend in Workout Fashion (read here). The era when running gear was purely utilitarian is behind us. While all you technically need for running is a pair of shoes—making it a highly accessible activity—independent brands like Satisfy, District Vision, and norda are introducing a new wave of high-performance apparel that blends style with functionality.

With the surge in running’s popularity during the 2020 pandemic and the spread of this culture in major cities, consumers are now seeking sportswear that not only delivers high performance but also reflects their personal style and can be worn daily. In the past, brands focused on function with little regard for form, but now they carefully balance aesthetics with performance technology.

Stylish running apparel is not entirely new—Nike has been releasing colorful tops and the iconic Windrunner jacket since the 1970s. However, from a broader perspective, there has always been a significant gap between luxury fashion and sportswear industries when it comes to major brands.

From the 1980s to the 2000s, stylish performance wear from popular brands was mainly targeted at women and activities like yoga and pilates. In the 80s, Reebok promoted its Freestyle sneakers for “career women,” designed to seamlessly transition from aerobics classes to daily wear, while Skechers’ Shape-Ups in the 2000s promised to tone legs during walks. Running, as a high-intensity sport, didn’t require casual sportswear since performance during the run was the priority.

Consequently, brands known for producing high-quality running gear struggled to compete with those that emphasized aesthetics. When Nike, originally a running shoe company, tried to create its first casual sneaker in the 80s in response to the aerobics boom and Reebok’s market dominance, the effort failed. Nike’s founder, Phil Knight, later referred to the product in the Harvard Business Review as “funny” and ultimately a commercial flop.

As independent running brands continue to establish themselves and demonstrate that their gear is worth the investment, more runners with disposable income may choose high-quality, sophisticated performance apparel. While a shirt with artificial holes might not be strictly necessary for running, those who wear something unique may feel more confident and individualistic.