Running Magazine #01-2026 - English version by MagNet

@runningmagazine

YEAR 15 - ISSUE 1 - 2026

MAGAZINE

On THE cover Neo Zen 2 of Mizuno

SAVE T HE DAT E Outdoor Impact Summit

data & statistics

SportOnSocial Global Running Culture 2025

EXCLUSIVE FEATURE 101 points of view: part one

RUNNING SHOPS Km42 in Vicenza, Italy

28–31 MAGGIO 2026

ORGANIZZATO DA

IN COLLABORAZIONE CON

FIERA E RIVIERA DI RIMINI

SCOPRI DI PIÙ

riminiwellness.com

YEAR 15 - ISSUE 1 - 2026

10 S AV E T H E D A T E 10 I The second edition

France

Globally, brand visibility is 73% brand-led and 27% product-led. All markets gain most of their visibility through brand names, with a smaller proportion driven by flagship products.

of the Outdoor Impact Summit data & s tat i s t i c s

83%

Spain

United States

39%

34% 66%

Japan 61%

21%

Mexico

There is still some product-driven searches, namely for ASICS Novablast 4 (France) and Nike Pegasus 41 (Germany).

79% India

28% 72%

Running Culture 2025 by Redtorch

Brazil

Product-led Markets Spain leads the way in product-led discovery – with 31% of all visibility driven by flagship products. Brand still leads overall, but a wide range of Nike, ASICS, adidas and New Balance running shoes play a significant role in search interest and overall visibility.

16 I 101 points of view:

17%

72%

12 I The SportOnSocial Global Report

E X C L U S I V E F E AT U R E

83%

28%

Brand-led = searches for generic brand names, e.g. Nike, Nike Store etc Product-led = searches for specific products, e.g. Nike Pegasus 41 Brand-led Markets Germany and France are the most brand-focused markets – 83% of visibility comes from generic brand searches. Nike leads in both, especially in France where it accounts for half of all visibility, driven by searches for Nike, Nike Running and Nike Store.

Germany

17% United Kingdom

27% 73%

24% 76%

SportOnSocial Global Running Culture 2025

part one ON THE COVER 28 I Mizuno’s Neo Zen 2 PRODUCT INSIGHT 31 I RS-9000 by Joma 32 I ASICS GEL-CUMULUS 28

RUNNING SHOPS 34 I Km42 in Vicenza, Italy DIGITAL BY RIDE ON 36 I The crucial role of UX in e-commerce run the worlD 38 I Bhutan, Asia

The owners Fabrizio Palladinetti and Massimiliano Palumbaro

redazione@runningmag.it / www.runningmag.it

- e d i to r i a l -

Listen and connect

here is an invisible thread that connects

cated to the eagerly awaited 101 points of view,

runners,

manufacturers,

the exclusive investigation by Running Magazine

running

shoe

retailers, and those who write about this

and other magazines in our publishing group

world. Running Magazine was born and grew up

that now needs no introduction. Ten pages in

at this very intersection: listening to the indus-

this issue reveal the positive mood of the retail

try while offering ideas and tools to build solid,

channel, a key link in the distribution chain to

meaningful connections between all players in

which we have always given a voice. In 2025, as

the supply chain.

many as thirty out of forty respondents said they were satisfied, a sign that running is experienc-

In this first issue of the year, we do so right

ing a phase of strong vitality, to be exploited with

from the first pages, presenting the results of

all the tools at our disposal today, including so-

SportOnSocial Global Running Culture 2025,

cial media, which is now the place where running

the Redtorch report that analyzes and captures

culture takes shape and spreads.

emerging behaviors and global trends in running. Understanding how running is evolving and

Take the time to read the 101 interviews and,

what fuels interest and market demand today is

above all, don’t skip the final messages ad-

essential to helping brands and specialty stores

dressed to the industry, which will be meeting in

connect with the millions of people who put on

Riva del Garda from May 14 to 19 for the first Eu-

their running shoes and go out every day, favor-

ropean Outdoor & Running Week. This week will

ing zone 2 workouts and “conversational pace”

include a series of events dedicated to the sec-

runs. The mindset focused exclusively on perfor-

tor, including our trade show, which this year—

mance and personal bests, which has shaped

as you all know by now—combines the Outdoor

and guided the sector for years, is giving way

event and ORBDAYS into one big business and

to a more inclusive approach: group running is

networking opportunity. By concentrating all

growing and shared practice is increasing, often

the initiatives into seven themed days, together

with the family during the weekend. At the same

with the European Outdoor Group (EOG), we are

time, more and more young people are choosing

responding to a clear and precise request from

to take up running: the 20-29 age group is now

the industry: fewer appointments on the calen-

the fastest growing in many city marathons and

dar and more effective events, so as to optimize

is often the second largest overall. This scenar-

time, costs, and resources.

io opens up new opportunities for brands and operators in the sector, who can develop new

Because that is precisely our role: to listen to

products, experiences, and storytelling capable

the sector and continue to offer a space where

of encouraging intergenerational participation.

the industry can recognize itself and engage in

Further food for thought for insiders can be

dialogue.

found on page 16, with the first 10 pages dedi-

See you in Riva, no excuses this year!

Manuela Barbieri manuela.barbieri@mag-net.it

Publisher MagNet Srl SB Managing director: ANGELO FRIGERIO Editorial Director: BENEDETTO SIRONI Contributors: MANUELA BARBIERI, CRISTINA TURINI, DINO BONELLI Art Director: ROSANGELA BARNI Editorial offices: Via Tertulliano 68, 20137 Milan Tel: 02.87245180 - Fax: 02.87245182 Corso della Resistenza, 23 - 20821 Meda (MB) Email: redazione@runningmag.it Website: runningmag.it

ON COVER: MIZUNO

Year 15 - No. 1 - 2026 - Bimonthly magazine

Registered with the Court of Milan under no. 38 of January 20, 2012. Registration with the ROC (Register of Companies) no. 16155 of November 23, 2007. Poste Italiane SpA Postal subscription shipping D.L. 353/2003 converted into Law 46/2004, Article 1, Paragraph 1 - LO/MI. One copy €1.00. The publisher guarantees the utmost confidentiality of the data in its possession. This data will be used for managing subscriptions and sending commercial information. In accordance with Art. 13 of Law No. 196/2003, the data may be corrected or deleted at any time by writing to: MagNet Srl SB Responsabile dati: Benedetto Sironi

This issue was closed on February 19, 2026. Running Magazine

@runningmagazine

–– 4

mag-net-srl

-news-

-MARKET-

Anta Sports enters the capital of Puma: 1.5 billion hit

THE BRITISH FRASERS GROUP GAINS CONTROL OF MAXI SPORT

The sportswear market is changing: Chine-

British giant Frasers Group, owner

se giant Anta Sports has reached an agre-

of Sports Direct among others, has

ement to purchase 29.06% of Puma shares

signed an agreement to acquire a

from Groupe Artémis, the Pinault family hol-

majority stake in Maxi Sport, a historic

ding company, for approximately €1.5 billion

Italian multisport retailer with 18 sto-

in cash. The transaction, subject to regu-

res in the area. The Sala family, com-

latory approvals and expected by the end

posed of Emanuele, Giovanni, Ester,

of 2026, will make Anta the German brand’s

and Giulia, will remain shareholders

largest shareholder, but will not begin a full acquisition offer. Puma stock reacted

and continue to lead the business,

strongly on the stock exchange after the announcement, reflecting investor optimi-

maintaining strong local roots. Maxi

sm about a possible push for global growth. For the Chinese group, which already

Sport is a reference for running, out-

owns brands such as Fila and Descente, this is a strategic move to strengthen its

door and winter sports. Frasers now aims to strengthen Sport Direct’s presence in

international presence in an increasingly competitive sector, with the aim of enhan-

Italy and develop synergies with major international brands, confirming its European

cing a historic brand and relaunching it in major foreign markets.

expansion strategy in the sport & lifestyle sector.

Nital is the new official distributor Coros for Italy

Santini makes his running debut: Run Lab is born in Bergamo

Nital SpA announces the launch of the of-

Santini expands its horizons beyond cycling and inau-

ficial distribution in Italy of Coros, an inter-

gurates the Run Lab, a new project dedicated to the

national brand specializing in GPS sports

world of running at its Bergamo headquarters. The ini-

watches and advanced training technolo-

tiative offers a calendar of meetings designed to crea-

gies, already appreciated by runners, trail

te communities and offer technical content to runners

runners, and endurance athletes in Euro-

of all levels. Each event combines training sessions,

pe. Founded in the United States in 2014,

focusing on technique, preparation, and materials,

Coros has stood out for the innovation and

with shared running sessions in the area. With the Run

precision of its devices, with models such as the Apex 4, Nomad, and Pace 4 desi-

Lab, the company strengthens its position in enduran-

gned for high performance, GNSS tracking, and above-average battery life.

ce, transferring the know-how developed in technical

The agreement allows Nital to offer the Italian market premium sports smartwa-

clothing to running and focusing on direct experience,

tches, supported by training, marketing, and a widespread presence in specialized

innovation, and relationships with enthusiasts.

retail channels. The arrival of Coros in our country reflects the growing demand for wearable performance-oriented: the wearable sports segment continues to

Brooks grows: revenue +16% in 2025 thanks to international expansion

expand, with GPS technologies and performance sensors increasingly in demand even by advanced amateur runners.

Brooks Running closed 2025 with revenues up 16%, driven by expansion in international

Keen enters the trail running market and expands the outdoor strategy

markets and strong momentum in performance categories. According to the annual

Keen officially enters the world of trail running with Seek,

report, increased sales have benefited from

his first off-road running shoe designed for those who

increased product penetration across global

enjoy tackling trails and long distances. Designed from the

channels and runners’ buy-in to key models

brand’s classic outdoor know-how, Seek combines an ori-

in the range. Growth particularly affected

ginal Keen fit with ample forefoot space, ideal for natural

North America, Europe and Asia, where the

toe extension, with a 6mm drop that promotes stability and

company strengthened its retail presence and collaborations with local partners.

smooth running. The responsive midsole and engineered

Brooks also attributes the result to targeted marketing programs and a focus on

upper ensure high comfort, while the sole is designed to

the running enthusiast community. The positive trend confirms the brand’s ability

last up to 1,490 km of performance, maintaining stability

to compete globally in the running performance segment, consolidating its position

even on technical terrain. Seek is designed to accompany both runners to their first

and visibility in an increasingly competitive market.

experiences on dirt and those seeking reliability in long workouts.

Under Armour closes Q4 with a loss, but with positive signs regarding profits

361° accelerate in Q4: boom in sales in stores and online

Under Armour closed its fourth fiscal quarter on December 31, 2025, with a si-

361° Degrees International closed the fourth quarter of 2025 with strong sales

gnificant net loss, mainly due to extraordinary charges and costs related to its

growth, marking an acceleration in both directly managed stores and the e-com-

restructuring plan. However, adjusted results exceeded analysts’ expectations,

merce channel. Retail sales of 361° branded products and the 361° Kids line increa-

suggesting progress in the brand’s relaunch strategy. For the period, the group

sed by double digits compared to the same period the previous year, confirming a

reported a GAAP loss of over $430 million, while adjusted earnings per share

positive trend that had already emerged in recent quarters. The digital channel is

were $0.09, well above estimates that pointed to a possible loss. Revenues, whi-

particularly dynamic, having seen even more sustained growth than physical stores,

ch were slightly down from the previous year, also exceeded market forecasts. Despite difficulties with revenues and

strengthening the strategic role of online in the company’s omnichannel sales mo-

costs, especially in North America, ma-

del. During the October-December period,

nagement has revised its adjusted ear-

the group also continued to optimize its

nings estimates for the full year 2026

stores, expanding its space and focusing

upward, reflecting optimism about the

on higher-end retail formats to improve

company’s ability to complete its tran-

the shopping experience and consolidate

sformation and return to more solid

its brand positioning.

operational stability.

–– 6

-newsPEOPLE

No Coincidence: the partnership between Julbo and Kilian Jornet

SportsShoes presents a new all-female European trail running team SportsShoes announces the launch of the SportsShoes Pro Alpine Trail Team (P.A.T.T.), a new European trail and mountain running team composed exclusively of female athletes, which will make its debut in the 2026 season. The team, made up of seven athletes from different European countries, will make its debut at Transgrancanaria and take part in the UTMB World Series races in Europe, as well as the Golden Trail Series events, immediately confirming its high-profile position on the international scene. Leading the team, in the role of mentor and point of reference, is former European mountain running champion Emmie Collinge (United Kingdom, 37). Running alongside her will be Amelie Lane (United Kingdom, 19), Elisa Sortini (Italy, 41), Vanessa Caba (Spain, 34), Natalina Neuenschwander (Switzerland, 29), Madlen Kappeler (Germany, 28), and Lucie Meyer (France, 28). Throughout the 2026 season, SportsShoes will support the team by providing technical kits, logistical support for travel, and a structured mentoring program, with contributions from some of the world’s leading trail running brands, including ASICS, HOKA, Salomon, The North Face, Merrell, Maurten, Silva, SunGod, and Suunto. “Women’s trail running deserves greater recognition and investment. The launch of an elite team made up exclusively of women is a concrete step in this direction,” says Ben Mounsey, head of trail and outdoor marketing at SportsShoes.

As of January 1, 2026, Kilian Jornet is officially part of the Julbo team. This is the natural outcome of a relationship that dates back to the early 2000s, long before his name became synonymous with outdoor sports. “Ever since I took my first steps in the mountains as a child in the Pyrenees, where I grew up and learned to ski and run, I have always worn Julbo glasses. They have accompanied me on countless projects, through peaks, mistakes, and successes, protecting my eyes from the storms of the Himalayas to the dazzling glaciers of the Alps. After all these years, formalizing this collaboration seems only natural,” said Kilian Jornet. A “Kilian Jornet Series” collection will be available starting in March.

Josh Kerr and Amazfit join forces in the name of elite performance Josh Kerr, two-time Olympic medalist and world champion in the 1,500 meters, is Amazfit’s new ambassador. This challenge

represents

new generation of athletes who are increasingly involved in the testing, development, and validation of the technologies that accompany them in

training

and

competition. Kerr joins the roster of ambassadors as an active athlete within the brand’s performance testing team. This role leverages his direct experience in the field, gained at the highest levels of world competition, and is part of a broader strategy of collaboration with champions from different disciplines and geographical areas. With this new addition, Amazfit consolidates an ambassador team that includes leading names in athletics and international sport, strengthening its position in the world of running not through its products, but through the stories, challenges, and ambitions of those who experience the track as a daily laboratory of excellence.

–– 7

-newsRACES

EVENTS

-FIRST EDITION-

Marco De Gasperi fulfills his dream with the Ortles Haute Route Trail The first edition of the Ortles Haute Route Trail will take place from September 11 to 12, 2026. Conceived and organized by six-time champion Marco De Gasperi, the event will feature three race courses, including an ultratrail: the main event will cover 120 km and 9,000 m of elevation gain, while its “sister events” will cover much more manageable distances (30 km and 10 km). Largely following the high route that connects Valtellina and South Tyrol, the Ortles Haute Route Trail will be entirely within the Stelvio National Park, with Bormio as the start and finish point for all races.

-Road Running-

Everything is ready for the sixth edition of the 100 Miles of Monviso

adidas renews partnership with the RomaOstia Half Marathon

Two valleys, 18 municipalities, over 500 volunteers, 30 associations,

Adidas will once again be the official technical par-

thousands of spectators. The ultra trail that lights up the Po-Bronda

tner of the 51st edition of the Eurospin RomaOstia

and Varaita valleys and the city of Saluzzo every summer for three

Half Marathon, scheduled for Sunday, March 1. For

days of great running—from July 17 to 19—is ready to return to one

the sixth consecutive year, this collaboration brings

of the least anthropized landscapes in the Alps, immersed in a unique

together thousands of runners from the Eternal City

natural heritage. Part of the route is within the Monviso Park, which,

to the Ostia seafront. The Running Lab will also be

together with the Queyras Regional Nature Park, manages the Monviso transboundary

present in the village, an experiential space where vi-

biosphere reserve, recognized as a UNESCO World Heritage Site.

sitors can test the latest adidas Running shoes, which, thanks to the collaboration with LBM Sport, will

The 4 events on the calendar

also be available for purchase.

• M160K (9,000 m+) – Saluzzo (CN), Friday, July 17 • M50K (3,000 m+) – Melle (CN), Saturday, July 18 • M20K (1,000 m+) – Verzuolo (CN), Sunday, July 19

HOKA main sponsor of the Zurich Barcelona Marathon until 2030

• Monviso Trail (1,900 m+) – Crissolo (CN), Sunday, August 30

Technical partners HOKA has announced a four-year partner-

The 100 Miglia Monviso is supported by technical partners who, since its inception, have

ship with the Zurich Barcelona Marathon, of

believed not only in the sporting experience but also in the great potential of a territory, the

which it will be the official main sponsor from

Terres Monviso. Supporting the event are Mico, Ferrino/Silva, Topo Athletic, Dynasprint

March 2026 until 2030. The brand will also

Farmacia Santa Maria, and the Vibram brand with the Vibram Terres Monviso Running Park.

be the official jersey supplier and will launch an exclusive HOKA x Zurich Barcelona

I Run for Find The Cure

Marathon co-branded collection, available

For the third year running, the 100 Miglia Monviso race is renewing its partnership with

at the event’s official expo. The 2026 edition,

Find The Cure Italia ODV, confirming its participation in the CortoCircuito Solidale charity

scheduled for March 15, is set to be a record-breaking event: 32,000 runners are

run organized by I Run For Find The Cure. The goal is to carry out a humanitarian project

expected, with around 60% of participants coming from over 100 countries.

chosen each year, proposed and supervised in the field by doctors and volunteers from the association. Info: 100migliamonviso.eu

-Off-road-

Vibram e UTMB World Series renew their partnership until 2029 Rimini Wellness turns 20 and raises the future of well-being in motion

Vibram and UTMB World Series are strengthening a collaboration that will celebrate its 20th anniversary in 2027 and will continue for the next three years, consolidating one of the longest-standing and most significant partnerships in trail running. This commitment is also reflected in the constant presence of Vibram’s Innovation Mobile Lab at major UTMB World Series events: a traveling laboratory

From May 28 to 31, the Rimini Exhibition Center and the Riviera will once again become the beating heart of international wellness. The event, organized by Italian Exhibition Group, celebrates its 20th anniversary with a slogan that is a true manifesto: “Go Through.” An invitation to experience wellness as an immersive experience that encompasses mind, body, spirit, and territory. After the success of 2025, with a 32% increase in attendance and confirmation of its role as a global platform for business, networking, and wellness culture on the move, the 2026 edition will reinforce the macro-theme of Health & Sport Medicine, the common thread running through the entire event. The 30 pavilions of the exhibition center will showcase equipment, services, and solutions that reflect the evolution of the sector. The focus will be on content and presentations dedicated to fitness, business, training, nutrition, and physiotherapy, with movement increasingly recognized as a tool for prevention and longevity. The target audience is also expanding, with the involvement of sports doctors, physiotherapists, nutritionists, and qualified professionals. The experiential and supply chain format of the fair has been confirmed, with a “test and learn” approach and new networking projects featuring international speakers on the topics of sports innovation, AI, fitness trends, and wellness destinations. Not just a trade fair: RiminiWellness OFF, now in its fourth edition, The event will enliven the entire city, transforming Rimini into a large urban stage dedicated to wellness in motion, including running.

that offers athletes and enthusiasts practical tools and useful advice for footwear maintenance, with the aim of extending its life cycle and reducing its environmental impact. According to data released by Trailrunning Review, in 2025, 46% of participants in the UTMB, CCC, and OCC races ran with shoes featuring Vibram soles.

Brooks Running title sponsor of the Etna Supermarathon For the two-year period 2026–2027, Brooks Running will be the title sponsor of the Etna Supermarathon, which, after a one-year hiatus, will return on June 13, 2026. Organized by Etna Trail A.S.D., the competition is famous for its unique format: an ascent from sea level to an altitude of 3,000 meters on the slopes of Europe’s highest active volcano, crossing completely different environments and surfaces (asphalt, sand, dirt, gravel, and lava flows). In addition to the main distance, the 2026 program also includes a second off-road race of approximately 15 km: starting at an altitude of 1,800 meters, finishing at the same finish

Would you like to exhibit at RiminiWellness? Write to redazione@runningmag.it Info: riminiwellness.com

line as the Supermarathon, and returning to the starting point along a technical and intense descent.

–– 8

-newsEUROPEAN

OUTD O OR

RUNNING

WEEK

Strategic agreements with leading European associations

Over 250 brands confirm their at tendance TO OUTDOOR’S RETURN WITH ORBDAYS

At the same time, partnerships have

The team working on the return of Outdoor, the European outdoor industry trade show scheduled for 2026, is seeing an extre-

been signed with important national

mely positive response to the relaunch of the event: over 250 European brands have already signed up as exhibitors. Organized

associations, including BSI Fachgrup-

in partnership between the European Outdoor Group (EOG) and MagNet Srl SB, the Outdoor event will be held alongside the

pe Outdoor (Germany), Outdoor Spor-

Outdoor & Running Business Days (ORBDAYS) from May 17 to 19 in Riva del Garda. Outdoor and ORBDAYS will be at the heart of

ts Valley (France), Outdoor Industries

the first edition of the European Outdoor & Running Week, scheduled for May 14 to 19. In addition to the trade show, the week will

Association (United Kingdom), Spain is

include a series of industry events, including the second Outdoor Impact Summit, the EOG Assembly, the European Outdoor

Sport – Afydad, Polish Outdoor Group,

Awards, and Activation Days aimed at key trade and consumer communities. By concentrating all initiatives into a single the-

and Scandinavian Outdoor Group. Con-

med week, EOG and MagNet are responding to industry demand to reduce calendar commitments and focus on more effective

tacts are also underway with associa-

events that optimize costs and resources. The complete list of confirmed exhibitors is available in the Partners - Outdoor & Run-

tions in Korea and China. These colla-

ning Business Days section. For more information on how to participate in Outdoor and ORBDAYS and the events of European

borations have a dual objective: on the

Outdoor & Running Week, please contact MagNet at info@mag-net.it.

one hand, to attract leading international brands and, on the other, to involve highly qualified foreign retailers. This is a key element in supporting the growth and success of the edition, concretely expanding the international dimension of the event. As part of this strategy, MagNet encourages brands to participate with their parent companies, and not exclusively through their Italian subsidiaries. This choice strengthens the decision-making level at the fair, increases the effectiveness of meetings with international retailers and buyers, and helps consolidate the strategic positioning of ORBDAYS and Outdoor as a benchmark event on the European scene.

The European Outdoor Award DEDICATED TO EXCELLENCE is born The European Outdoor Group (EOG) has announced the first details of the European Outdoor Award (EOA), a new award dedicated to excellence and innovation in the outdoor sector. The initiative is being carried out in collaboration with the German company MPM AG Media, already known for organizing as the ISPO Award. The award will also diversity and inclusion, as well as best practices in environmental, social, and EOA ceremony will be held on Saturday, May 16. Full details on how to participate in the European Outdoor Award will be announced in the coming weeks.

orbdays.com

European Outdoor Group

governance (ESG) areas. The official

shine a spotlight on key issues such as

internationally renowned awards such

RWEE

14TH - 19TH MAY 2026 RIVA DEL GARDA, ITALY.

CELEBRATE ALL THINGS OUTDOOR. –– 9

K.COM

- S AV E

T H E

DAT E -

“No Excuses” The second edition of the Outdoor Impact Summit, scheduled for May 14 and 15, will open European Outdoor Week and will offer key players in the supply chain the opportunity to discuss issues of corporate responsibility and competitiveness. In the setting of Riva del Garda BY DAVIDE L. BERTAGNA

egistration is now officially open for the second edition of the Outdoor Impact Summit, an event that will bring together the outdoor supply chain and a wider community of professionals

to address the issues of sustainability and its integration with business competitiveness in a concrete manner. The event, organized by the MagNet publishing group and the European Outdoor Group, in colla-

boration with Green Media Lab Srl SB, a communications and strategic consulting agency focusing on sustainability and the outdoors, will be held on May 14 and 15, 2026, at the Riva del Garda Congress Center, as part of European Outdoor & Running Week.

The first Outdoor Impact Summit set an excellent standard and has been very well received. Building on this foundation, we want the event to become a key reference point for outdoor professionals, with the aim of creating relationships, sharing knowledge, and collaborating on the development of solutions that strengthen the sustainability of the entire sector. The 2026 summit will be a dynamic and inspiring event to kick off the first European Outdoor Week and, crucially, as in the first edition, it will provide participants with practical solutions to take back to their organizations. Christian Schneidermeier, managing director di European Outdoor Group Key themes and protagonists The Outdoor Impact Summit will offer a participatory and multidisciplinary environment in which to discuss challenges, opportunities, and innovative approaches, with the aim of generating a positive impact on the environment and society. The program, currently being updated, will revolve around this edition’s slogan, “No Excuses.” The topics will be addressed through presentations by university professors, researchers, companies, and organizations committed to sustainable transition. The presentation of experiences, case studies, and research will offer participants a comprehensive overview of emerging trends and the tools needed to drive change.

A place for discussion within the sector The Outdoor Impact Summit 2026 is aimed at senior executives and

An immersive experience AT the heart of the outdoors

ESG professionals. It is designed for those who want to discuss the

The Outdoor Impact Summit is a go-to event for people in the out-

transformations taking place in the sector and find concrete tools

door and sports industries, where they can build relationships, share

to drive change. After a first edition held in Munich in 2025, during

knowledge, and work together to come up with solutions that make the

the Outdoor by ISPO trade fair, the Impact Summit in Riva del Garda

whole sector more sustainable. The setting of Riva del Garda, interna-

in 2026 will officially open the European Outdoor & Running Week.

tionally recognized for its outdoor vocation, will help make the two-day

From May 14 to 19, Riva del Garda (and more generally the Garda

event a unique opportunity for exchange, inspiration, and professio-

Trentino area) will become the European and international capital

nal growth. Participating means not only keeping up to date with indu-

of outdoor and running, involving not only industry professionals

stry trends, but also actively contributing to defining the responsible

but also a wide and diverse audience of enthusiasts.

future of the sports industry.

Registration is available on the website WATCH THE VIDEO OF THE LAST EDITION

outdoorimpactsummit.com and on the ORBDAYS platform, with a participation fee of 250 euros

–– 10

-DATA

STATISTICS-

Running (today) is much more than a sport It is identity, socializing, and sharing values. Between apps, communities, dedicated events, and products designed for women and families, it embraces different ages, motivations, and contexts. The Redtorch report highlights global trends, emerging behaviors, and new opportunities for brands and operators in the sector _BY manuela barbieri

“R

unning is more than a sport, it is a diverse and constantly evolving

The goal? To help brands, stores, federations, and race organizers see the world

culture. Understanding this is the key to building meaningful con-

of running through the eyes of today’s runners.

nections between brands and the millions of people who wear a pair How? By analyzing digital signals from search and social media in 10 key markets

of running shoes every day, driven by different motivations ranging from wellness to performance to the desire for social interaction.” With these words, Jonny

and cross-referencing them with audience data to show how running culture va-

Murch, ceo and co-founder of Redtorch—an independent research and creative

ries globally and what fuels interest in each market. Behind the global running

agency—introduces the SportOnSocial Global Running Culture 2025 report.

boom, the data reveals a thousand nuances.

The methodology Search trends and cultural signals Google holds over 90% of the global search engine market share and serves nearly 4 billion users worldwide. Redtorch used web and YouTube search data from Google Trends and Baidu Index to track search terms, topics, and queries related to running. The search terms were grouped into clusters of keywords capable not only of intercepting functional behaviors, but also of bringing out cultural signals through the language used by people. How does it work? To identify trends over the last 12 months, Redtorch analyzed global search behavior related to the term “running” between June 2024 and May 2025, comparing it with the same period over the previous five years.

• Audience and market

• Market signals

The analysis takes into account anyone searching for “running” online – from the most passionate to those who approach running out of simple curiosity – in 10 key markets identified by Global Web Index as those with the highest interest in running globally: Brazil, China, France, Germany, India, Japan, Mexico, Spain, United Kingdom and the United States.

Cultural signals help us understand how running is much more than just physical activity, as it is influenced by motivations, barriers, and social context. By linking research behaviors to cultural context, the study identifies the factors that fuel interest in running today. Measuring brand visibility in research Redtorch analyzed the nature of branded searches in each market, distinguishing between branddriven queries (e.g. , “Nike running shoes”) and product-driven queries (e.g. , “adidas Duramo Speed”) to understand whether the public is driven by a general affinity for the brand or by interest in specific models. This method allows us to identify which brands dominate the conversation and how they are discovered and recalled by the public.

• Main and “growing” searches

To explore global interest in running, the analysis uses both core and growing searches. The former highlights terms with consistently high volumes, while the latter reveals rapidly expanding queries that signal emerging behaviors and shifts in public attention.

Brand-led markets vs. product-led markets Globally, brand visibility is driven 73% by the brand and 27% by the product.

• Brand-driven markets

France

Globally, brand visibility is 73% brand-led and 27% product-led. All markets gain most of their visibility through brand names, with a smaller proportion driven by flagship products.

17% United Kingdom

83%

Germany 17% 83%

28%

Brand-led = searches for generic brand names,

Germany and France are the most brand-oriented markets: 83% of e.g. Nike, Nike Store etc

72%

Product-led = searches for specific products, visibility comes from generic brand searches. Nike is the leader in e.g. Nike Pegasus 41

both countries, especially in France, where it accounts for half of Brand-led Markets Germany and France are the most brand-focused markets – 83% ofsearches, visibility comes from generic brand Store. However, there are some product-driven particusearches. Nike leads in both, especially in France larly for ASICS Novablast 4 (France) andwhere Nike Pegasus 41 (Germany). it accounts for half of all visibility, driven by searches for Nike, Nike Running and Nike Store.

total visibility, thanks to searches for Nike, Nike Running, and Nike

• Product-driven markets

Spain

United States

39%

34% 66%

Japan 61%

21%

Mexico

There is still some product-driven searches, namely

79% India

28%

for ASICS Novablast 4 (France) and Nike Pegasus 41 Spain remains the most product-led market, with 39% of total visi-

72%

(Germany).

bility driven by flagship products. Overall, the brand remains domi-

Brazil

Product-led Markets nant, but a wide range of models from Nike, ASICS, adidas, and New Spain leads the way in product-led discovery – with of all visibility driven by flagship Brand Balance play a significant role in both 31% search interest andproducts. overall still leads overall, but a wide range of Nike, ASICS, visibility. adidas and New Balance running shoes play a significant role in search interest and overall visibility.

24% 76%

27% 73% Brand-led

Product-led

Brand-led = searches for generic brand names, e.g. Nike, Nike Store Product-led = searches for specific products, e.g. Nike Pegasus 41

SportOnSocial Global Running Culture 2025

–– 12

-DATA

STATISTICS-

Overall visibility share

31% 31%

Nike Nike

ASICS

New Balance

ew Balance

adidas

adidas On Puma HOKA

31% 17.5% 17,5% 17.5% 12%

11% 11%

11%

On 9% Puma 7% HOKA

9% 9%

7% 7% 2% 2% 2% 2%

Abros

Brooks 2% Under Armour 2% Abros 2%

Garmin

1% 1%

Saucony

1% 1%

Lululemon

0.7% Lululemon

0.7% 0,7%

Decathlon

0.6% Decathlon

0.6% 0,6%

Strava

0.5%

Strava

Bandit

0.3%

0.5% 0,5%

Bandit

Tigora

0.2%

0.3% 0,3%

Mizuno

0.2%

Tigora

0.2% 0,2%

Mizuno

0.2% 0,2%

Brooks

der Armour

12% 12%

2% 2% 2% 2%

Global running visibility is 73% yeta asolid solid 27% of attention is now in mod Global visibility in running is driven 73%brand-led, by brand, but 27% of attention is now

focused searches for specific models. Brand loyalty is giving way to increasingly searches. As high-quality products become talking among runners, brand lo Global running visibility ison 73% brand-led, yet a solid 27% of attention is now inpoints model-specific product-driven discovery. searches. As high-quality products talking points among runners, brand loyalty is around standout giving way tobecome product-led discovery. For example, conversations giving way to product-led example, conversations aroundstage. standout shoes (not just discovery. the brandsFor behind them) are taking centre just the brands behind them) are taking centre stage. • Top performer Nike ranks first in global visibility, driven primarily by brand searches, despite a signiTop performers

Top performers ficant 32% of its current share coming from specific products, particularly the Pegasus

Nike tops global visibility, fuelled largely by master-brand searches, despite a healthy 3

and Alphafly lines. ASICS stands out as the most product-oriented brand among the

Nike tops global visibility, fuelled largely by master-brand searches, despite a healthy 32% of its current share coming from specific products namely thetoPegasus and Alphafly range top performers, while New Balance ranks third almost – entirely due brand strength. current share coming from specific products – namely the Pegasus and Alphafly ranges. ASICS is the most product-oriented among the top performers, whereas New Balance sits at #3 the most product-oriented among the top performers, whereas New Balance sits at #3 almost entirely on brand strength. • Brand overperforming entirely on brand strength. The Swiss brand On enters the global top five despite its relatively recent arrival on the

Overperforming (2010). The brand’sbrands trajectory varies depending on the market: discovery is driOverperformingmarket brands

ven by the brand in countries such as the United Kingdom and Brazil, while in Mexico

Swiss brand into the topnew fiveappearance despite its on relatively new appearance on Swiss brand On climbs into the globalOn topclimbs five despite its global relatively the scene it is driven by searches for Cloud family models. (2010). brand’spure path varies by market: pure brand countries such as th (2010). The brand’s path variesThe by market: brand discovery in countries suchdiscovery as the UK in and Brazil; Cloud-family model searches in Mexico, demonstrating how consistent product Brazil; Cloud-family model searches in Mexico, demonstrating how consistent product naming resonates with audiences and canwith shift audiences awareness and to high-quality products rather than big name resonates can shift awareness to high-quality products rather than brands. brands.

Search terms

Search terms 73% 73%

Brand-led

SportOnSocial Global Running Culture 2025 SportOnSocial Global Running Culture 2025

73%

27% 27% Product-led

Prod

Searches conducted in local languages were translated into English to ensure all relevant 7 brand queries wereSearches captured and compared consistently across markets. conducted in local languages were translated into English to en

brand queries were captured and compared consistently

–– 13

-DATA

STATISTIC S -

Running culture around the world

products, experiences, and storytelling that foster intergenerational participation. This paves the way for family-friendly ecosystems: junior sizes that reflect adult styles, parent-child content challenges, and partnerships with events that encourage running together.

RUNNING PRODUCT AND EXPERIENCES SPECIFICALLY DEDICATED TO WOMEN Women-specific running clothing and equipment

Runners plan well in advance

social dimension of sport is growing through

has gone from a “pleasant extra” to a must-have.

running groups and the social media promotion

Over the past 12 months, searches for “women’s

Searches for “London Marathon 2025”, “Europe-

of ambassadors with different physicalities, to

running shoes” have grown 200% in the United

an Running Championships” and “Garmin run

make running increasingly welcoming and ac-

States, “women’s running glasses” 100% in Brazil,

2025” have grown by 250% in the last year. The

cessible to all.

and “women’s running shorts” ’80% in the United

data shows how runners plan well in advance, participating in app challenges, scheduling ra-

Kingdom. Interest in women-only events, such as the Spanish “Carrera de la Mujer”, has also

together has become part of the experience.

The race: from individual fitness activities to shared family ritual

Brands can accompany runners throughout the

Families are increasingly turning running into

women” have increased by 600%, signaling a

course, offering training content, product lau-

a time for weekend sharing. The increase in se-

steady and accelerating shift toward running

nches at the right times, and partnerships with

arches for “parent-child running registration”

products and experiences specifically designed

race-focused apps. Engaging audiences con-

(+100% increase in China) and “children’s running

for women. Women are raising the bar on what

sistently - before, during and after key events

shoes” (+70% increase in India) – particularly in

they expect from clothing and gear: first and

- helps build strong communities and keep the

Asian markets – indicates that parents are acti-

foremost, a proper fit, tested performance, and

brand always present in consumers’ minds.

vely planning fun runs and purchasing speci-

attention to style. Brands that offer an inclusive

fic equipment for younger children. As running

size range, collaborate with credible female voi-

evolves into a shared family business, new op-

ces, and give visibility to everyday runners can

portunities open up for brands to develop new

build stronger, more enduring loyalty.

ces, and starting preparation early. Preparing

“inclusive pace” running groups

increased (+130%). Furthermore, over the past five years, searches for “HOKA running shoes

Slow, social miles are gaining more and more space. Growing interest in research such as “zone 2 training”, “what is pace in running”, “Sunday running club” - increased by an average of 250% in Germany - and for “run club near me” (+200% in the US) indicates a shift towards conversation-paced running and community-driven experiences, rather than towards the search for the personal best. The exclusively performance-oriented mindset that has long shaped running culture is now outdated. Interest in the

THE VIEWPOINT OF…

Alessio Punzi, head of running World Athletics The current phase is defined not only by the increase in the number of people running, but also by the greater variety of motivations and the much wider geographical spread of the phenomenon. The difference today is its prevalence: the trend is truly global. In China, for example, permits for marathons are being restricted to ensure higher organizational standards. Where organizers encounter difficulties, the cause is often an outdated business model, not a lack of demand. For brands, organizers, and federations, the question is no longer just, “How do we attract runners?” There is no longer a one-size-fitsall model. It is not enough to ask how to get people to events, but for whom the experience is being designed and how to engage the wider community, including those who do not yet run. Focusing only on those already converted means missing out on the broader potential. • A younger and more engaged base Young adults are taking up running in everincreasing numbers. The 20–29 age group is now

the fastest growing in many city marathons – and is often the second largest overall. At the TCS New York City Marathon, the proportion of finishers under 30 rose from 15% to 19% between 2019 and 2024; in Los Angeles, it rose from 21% to 28%. For many young people, running brings structure to a phase of life often marked by uncertainty: it becomes a symbolic goal, a way to regain control and measure their progress. • The growth of off-road Trail running is growing rapidly, attracting those seeking a more immersive experience that combines sport, contact with nature, and moments of solitude. • How running lives beyond the day of the race Platforms such as Strava, TikTok, and YouTube have become central to how runners tell their stories and share their journeys. The digital dimension is no longer a side effect: it is the place where running culture takes shape and develops.

–– 14

_Running has gone from being globalized to being truly global: practiced everywhere, but modeled locally • Inspiration from elite athletes

Elite athletes remain a benchmark for sport. But their value, however, is measured not only in performance, but also in what they represent. Marathon runners like Sifan Hassan and Eliud Kipchoge have a recognizable voice online and use it meaningfully: an aspect that matters in today’s culture and it makes a difference.

-EXCLUSIVE

FEATURE-

T H E Q UES T I O N S

Customer preferences regarding shoes • Have you noticed a change in demand for running shoes and specific models? Which features have become priorities?

Purchasing TRENDS • What percentage of sales do physical stores account for, and what percentage does e-commerce account for? • Have you noticed any new trends in purchasing behavior?

Trends in demand for clothing • Have you noticed an increase or decrease compared to previous years, and how important is sustainability?

TRENDS in sports • Which disciplines—walking, road running, and trail running—have generated the most interest and impacted product sales?

social media • Which social media platform do you use most: Instagram, Facebook, TikTok, or LinkedIn? • Do you use them for direct sales, promotions, or just to build your community?

• Have you noticed an increase in engagement or sales from these platforms in 2025? best-selling brands in 2025 What are your top three brands, in order, for: • road running shoes • trail running shoes • clothing • accessories breakthrough brand of 2025 general remarks / messages to the running industry

101 points of view

PART ONE

the feeling of this issue

First episode of Running Magazine’s exclusive inquiry on market sales trends in 2025. Over to the retailers _edited by Cristina Turini

etailers are a fundamental link in the distribution chain,

trademark), we carry out a comprehensive market survey.

which is why it is important to gather their opinions, listen

A review of the year just ended and prospects for the year ahead,

to their requests, and consider their needs. With the

news, trends, issues, opportunities, proposals: with 2025 now

“Focus Shop” and “Why I’m opening” columns, we usually give

behind us, what is the sentiment among retailers? Here is the first

them a voice on an ongoing basis, but it is in the first issues of the

episode of our survey with interesting food for thought for all

new year that, with the usual “101 points of view” (now a MagNet

operators in the running market.

If you are interested in exploring the views of Italian retailers, contact us at info@mag-net.it

AF FAR I & S P O R T Villasanta (MB) E Lecco - SEDI: 2 Michele Ceccotti, titolare

O 30

happy

E 8

neutral

g 2

SAD

The emoticon next to each store’s name refers exclusively to the trend in declared turnover.

Year-end financial statements • How have sales been? • What were the main factors that influenced this result? • Overall rating for 2025 from 1 to 10?

N e w G e r ry S p o r t Darfo Boario Terme (BS) - SEDI: 1 Natale Girelli, titolare

BILANCIO DI FINE ANNO

• Stabile • Gli sconti • Voto: 6

• Lieve incremento • L’inserimento di nuovi marchi • Voto: 7

TREND DI ACQUISTO

• Il nostro è 100% negozio fisico • Nessun nuovo trend

• Non vendiamo online, solo vendite fisiche • Nessuna differenza rispetto allo scorso anno

TREND NELLE DISCIPLINE SPORTIVE

• Il trail running

• La camminata

PREFERENZE DEI CLIENTI SULLE SCARPE

• Le più richieste sono quelle con massima ammortizzazione

• I clienti prediligono le maxi suole

ANDAMENTO DELLA DOMANDA DI ABBIGLIAMENTO

• Domanda stabile, nessun interesse per la sostenibilità

• C’è stato un lieve aumento, la sostenibilità è difficilmente un fattore di scelta

social media

• Instagram e Facebook • Per costruire la community • Nessun aumento di vendite o engagement

• Instagram, Facebook, TikTok • Li sfruttiamo per le vendite e per le promozioni • Sì, un aumento vendite c’è stato

I MARCHI PIÙ VENDUTI NEL 2025

• Calzature road running: BROOKS, ASICS, HOKA • Calzature trail running: ASICS, HOKA, KAILAS • Abbigliamento: ADIDAS, MIZUNO, PUMA • Accessori: GARMIN, OXYBURN, AFFARI&SPORT marchio rivelazione del 2025 • KAILAS

• Calzature road running: ASICS, ADIDAS, NIKE • Calzature trail running: X-BIONIC, ASICS, ADIDAS • Abbigliamento: REDELK, X-BIONIC, ASICS • Accessori: TRS, KAYAK, ASICS marchio rivelazione del 2025 • X-BIONIC

osservazioni generali / messaggi alla running industry

• Le aziende sono diventate le nostre concorrenti dirette: vendono con tre mesi di prova prodotto restituibile… Follia

• Secondo il mio punto di vista, sono troppi i prodotti sul mercato. Confondono il cliente medio che periodicamente frequenta i nostri negozi

–– 16

-EXCLUSIVE

RUN N E R ’ S H I G H Bressanone (BZ) - SEDI: 1 Christian Jocher, titolare

Bilancio di fine anno • Incremento • Competenza e specializzazione • Voto: 9 Trend di acquisto • Non vendiamo online, solo negozio fisico • Nessun nuovo trend Tendenze nelle discipline sportive • Il trail running Preferenze dei clienti sulle scarpe • I clienti cercano soprattutto il comfort Andamento della domanda di abbigliamento • Leggermente in calo, nessun interesse per la sostenibilità Social media • Facebook, WhatsApp • Ogni tanto li sfruttiamo per le vendite • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: NEW BALANCE, SAUCONY, HOKA • Calzature trail running: LA SPORTIVA, HOKA, SAUCONY • Abbigliamento: UNDER ARMOUR, DYNAFIT, LA SPORTIVA • Accessori: FALKE, BV SPORT, LEKI marchio rivelazione del 2025 • KAILAS osservazioni generali / messaggi alla running industry • Le aziende devono aumentare i margini per noi specializzati

FEATURE-

H E Y RU N Melegnano (MI) - SEDI: 1 Andrea Astolfi, fondatore

Bilancio di fine anno • Leggero incremento • Lavorare con i running club e fare convenzioni • Voto: 5 Trend di acquisto • 30% negozio fisico, 70% e-commerce • Sono aumentati i ritiri in negozio ma la spesa d’acquisto no, ormai tutti aspettano i saldi o eventi con sconto. Questo per colpa della grossa distribuzione che non valorizza i prodotti dei vari brand più noti Tendenze nelle discipline sportive • Road running Preferenze dei clienti sulle scarpe • Il cliente predilige sempre le ammortizzate Andamento della domanda di abbigliamento • Nessun aumento o interesse per il tema sostenibilità Social media • Instagram e Facebook • Li sfruttiamo per le vendite e per costruire la community • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: KARHU, PUMA, ON • Calzature trail running: TOPO ATHLETIC, HOKA, SCOTT • Abbigliamento: WILD TEE, OXYBURN, SCOTT • Accessori: BV SPORT, SUUNTO, RUDY PROJECT marchio rivelazione del 2025 • Nessuno osservazioni generali / messaggi alla running industry • Investiremo su brand alternativi che vogliono a valorizzare i loro prodotti per qualità, immagine e distribuzione, e che non hanno nulla da invidiare a livello prestativo a brand più blasonati che già trattiamo. Con le strategie che stanno utilizzando i marchi più grandi si sta facendo perdere il valore percepito del prodotto al cliente finale, specialmente sul continuativo, dove per essere competitivi il nostro margine si va praticamente ad annullare. Devono capire che il cliente non guarda il colore nuovo di un continuativo ma guarda il prezzo più basso, di conseguenza dovrebbero fare più sconto anche a noi sullo stagionale, oppure far di tutto per far mantenere i prezzi entro un certo limite per la stagione di uscita del prodotto

G AB R I E L I S P O R T Glatina (LE) - SEDI: 1 Stefano Quarta, titolare e resp. settore running

Bilancio di fine anno • Incremento del 10% • Specializzazione e giusta comunicazione/marketing • Voto: 7 Trend di acquisto • 95% negozio fisico, 5% online • Riferito all’online, ci lavoriamo poco, per cui non abbiamo dati sufficienti per rispondere a questa domanda Tendenze nelle discipline sportive Soprattutto camminata e road running, anche se registriamo una crescita nel trail running Preferenze dei clienti sulle scarpe Il nostro sistema di vendita prevede che siamo noi a guidare nella scelta del modello più giusto e non il cliente, che quasi sempre non conosce le caratteristiche dei prodotti Andamento della domanda di abbigliamento Non registriamo particolari variazioni nella richiesta di tali prodotti Social media • Instagram, Facebook • Li utilizziamo per attività di acquisizione clienti, non per vendite dirette • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, KARHU • Calzature trail running: SCARPA, BROOKS, HOKA • Abbigliamento: ADIDAS, UNDER ARMOUR • Accessori: PDX, MIZUNO, ADIDAS marchio rivelazione del 2025 • KARHU osservazioni generali / messaggi alla running industry • I problemi sono sempre gli stessi, per cui ribadiamo e chiediamo sempre le stesse cose, ossia tutela e rispetto da parte delle aziende per i negozi fisici specializzati che sono alla base delle vendite in questo settore

R e ady t o Ru n Torre Boldone (BG) - SEDI: 1 Luigi Ferraris, titolare

Bilancio di fine anno • Incremento del 14% • Aumento del numero di praticanti • Voto: 8 Trend di acquisto • 90% negozio fisico, 10% e-commerce • Aumento della richiesta di consulenza Tendenze nelle discipline sportive • È tornato per la maggiore il road running, da menzionare anche l’Hyrox Preferenze dei clienti sulle scarpe • Ricerca di modelli meno massimalisti Andamento della domanda di abbigliamento • Vendite diminuite a causa del cambiamento climatico. Non c’è interesse per la sostenibilità Social media • Instagram e Facebook • Per vendita diretta e per costruire la community • Sì, assolutamente MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: ADIDAS, BROOKS, MIZUNO • Calzature trail running: HOKA, NNORMAL, NEW BALANCE • Abbigliamento: MIZUNO, ADIDAS, X-BIONIC • Accessori: BV SPORT, GARMIN, FLOKY marchio rivelazione del 2025 • PUMA osservazioni generali / messaggi alla running industry • Alcune aziende sono i nostri principali competitor e questo rende difficili i rapporti con noi rivenditori

–– 17

-EXCLUSIVE

O U T D O O R CU N EO CUNEO - SEDI: 1 Gabriele Bonuomo, titolare

METI.R BIBBIENA (AR) - SEDI: 1 Paolo Rosai, amministratore

Bilancio di fine anno • C’è stato un incremento • Il 2025 è stato il primo anno di apertura • Voto: 8 Trend di acquisto • 90% negozio fisico • Nessun nuovo trend Tendenze nelle discipline sportive • Camminata e trail running, non trattiamo il road running Preferenze dei clienti sulle scarpe • I clienti chiedono sempre scarpe comode Andamento della domanda di abbigliamento • È stato il primo anno di vendita, non possiamo ancora dirlo Social media • Instagram • Li sfruttiamo per personal branding e invito all’acquisto • È stato il primo anno di vendita, non possiamo rispondere MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: non li trattiamo • Calzature trail running: LA SPORTIVA, ON, NNORMAL • Abbigliamento: LA SPORTIVA, ORTOVOX, SALEWA • Accessori: CALZE GM, X-BIONIC, SIXS marchio rivelazione del 2025 • Nessuno

Bilancio di fine anno • Decremento del 15% • Concorrenza online • Voto: 6 Trend di acquisto • 90% negozio fisico • Nessun nuovo trend d’acquisto Tendenze nelle discipline sportive • Road running Preferenze dei clienti sulle scarpe • C’è molta domanda sui modelli ammortizzati Andamento della domanda di abbigliamento • Diminuzione della domanda Social media • Instagram e Facebook • Li sfrutto • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: ON, SCOTT, 4T2 • Calzature trail running: SCOTT, ON, 4T2 • Abbigliamento: SCOTT • Accessori: UYN, INJINJI marchio rivelazione del 2025 • 4T2

FEATURE-

D F S P O R T S PEC IAL I S T df-sportspecialist.it - SEDI: 15 Alberto Brambilla, Buyer

Run n n e r Viterbo - SEDI: 1 Enrico Alfonsini, socio titolare

Bilancio di fine anno • Abbiamo avuto un incremento del 12% • Secondo me la voglia di fare sport, di stare all’aria aperta e, in parte, i successi dei nostri atleti nelle varie competizioni sportive • Voto: 8 Trend di acquisto • Negozio fisico 90% e-commerce 10% • La spesa media è aumentata, le scarpe sono aumentate ma i clienti non fanno problemi Tendenze nelle discipline sportive • Il road running è sempre al primo posto, ma la camminata sta prendendo molto spazio e tante persone hanno iniziato a praticarla, di conseguenza usano le nostre scarpe Preferenze dei clienti sulle scarpe • Soprattutto i clienti cercano il comfort e quindi scarpe morbide e ammortizzate. Abbiamo avuto anche un incremento di richiesta per le scarpe con piastra in carbonio Andamento della domanda di abbigliamento • A differenza degli anni precedenti, c’è stato un piccolo incremento di vendite sull’abbigliamento tecnico Social media • Instagram e Facebook • Li sfruttiamo per la vendita, per promuovere nuovi arrivi e scarpe in saldo ed eventi • Sì assolutamente, sono molto importanti e li usiamo sempre MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, SAUCONY, ASICS • Calzature trail running: ASICS, NEW BALANCE, SAUCONY • Abbigliamento: MIZUNO, BROOKS, NEW BALANCE • Accessori: GARMIN, BV SPORT marchio rivelazione del 2025 • ASICS

Bilancio di fine anno • Il 2025 è stato un anno favorevole per le calzature running sulle quali abbiamo registrato un incremento delle vendite vicino al +12% • L’andamento è stato influenzato da una domanda sempre crescente. Una chiave di lettura potrebbe essere che le scarpe da running, anche di alto livello, sono state richieste non solo per utilizzo durante l’attività fisica ma anche per un uso quotidiano • Voto: 7 Trend di acquisto • Le vendite dell’e-commerce pesano per il 13% sul totale del venduto • Il valore medio delle scarpe acquistate ha registrato un aumento rispetto allo scorso anno Tendenze nelle discipline sportive • La parte road running è quella che pesa di più all’interno del paniere delle nostre vendite, comunque anche i segmenti walking e trail stanno registrando ottimi risultati Preferenze dei clienti sulle scarpe • Il cliente è sempre più interessato a prodotti ad alto contenuto tecnico. Le maxi suole sono richieste, ma la loro incidenza non è in crescita. Il corridore evoluto, che cerca la performance, è sempre più orientato a modelli di scarpe con piastra Andamento della domanda di abbigliamento • L’aspetto della sostenibilità dei prodotti riveste un’importanza sempre maggiore soprattutto da parte del produttore, il consumatore finale non è ancora così attento alla tematica. Le vendite di abbigliamento nel 2025 sono in linea con quelle del 2024 Social media • Attualmente utilizziamo Instagram e Facebook per le attività legate all’e-commerce, LinkedIn solo per attività aziendali e di branding. TikTok non è ancora attivo ma è nei progetti futuri • Utilizziamo i social in organico principalmente per attività legate alla community, comunicazione di eventi e novità in vendita. Con le ADV proponiamo promozioni e campagne a obiettivo conversione sia online che in negozio • I canali Meta danno buoni risultati sia dal punto di vista della community che per gli aspetti più commerciali MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, ASICS • Calzature trail running: LA SPORTIVA, HOKA, NEW BALANCE • Abbigliamento: NIKE, UNDER ARMOUR, SPORT SPECIALIST • Accessori: GARMIN, SUUNTO, POLAR marchio rivelazione del 2025 • Nessuno osservazioni generali / messaggi alla running industry • Non ci sono marchi rivelazione a livello generale, ci sono tuttavia dei prodotti specifici che hanno registrato performance inaspettate

Ar e yo u a s h o pk e e pe r ? Take part in our survey Exclusive! Scan the QR Code on the right and fill out the questionnaire

–– 18

-EXCLUSIVE

FEATURE-

LBM SPORT ROMA – 4 SEDI Gianfranco Balzano, titolare

G I O RG E T TA S P O R T LATINA - sedi: 1 MASSIMO GIORGETTA, TITOLARE

Bilancio di fine anno • Incremento del 30% • Aver aperto un nuovo punto vendita e l’offerta molto ampia che abbiamo nei negozi • Voto: 9 Trend di acquisto • Fisico 80% - online 20% • La spesa media aumentata come conseguenza dell’incremento dei prezzi e la tendenza ad acquistare scarpe più performanti e costose Tendenze nelle discipline sportive • Road running, fit walking, trail running Preferenze dei clienti sulle scarpe • Le maxi suole sono imperanti, l’offerta dei brand lo dimostra. Cresciuta la richiesta di scarpe con piastre e fibre Andamento della domanda di abbigliamento • L’abbigliamento è una nota dolente. Non riusciamo a farlo crescere. Diciamo anche che i runner si vestono con tutto ciò che viene dato nei pacchi gara Social media • Instagram, Facebook e TikTok • Per promuovere la nostra immagine, il nostro sito • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: ASICS, BROOKS, HOKA • Calzature trail running: SALOMON, HOKA, ASICS • Abbigliamento: ADIDAS, NEW BALANCE, MIZUNO • Accessori: GARMIN, BV SPORT marchio rivelazione del 2025 • MIZUNO (ha cambiato pelle) osservazioni generali / messaggi alla running industry • Più attenzione nello spreco d’imballaggi. Molte aziende sono attente all’ambiente, ma alcune ancora devono darsi una mossa

Bilancio di fine anno • Stabile • La causa del non incremento è stato il calo dell’attenzione dei consumatori al dettaglio • Voto: 6 Trend di acquisto • 100% negozio fisico • Richiesta di sconti maggiori, il consumatore ha perso potere d’acquisto e nel paniere per lo sport resta poca disponibilità Tendenze nelle discipline sportive • Camminata Preferenze dei clienti sulle scarpe • Il consumatore predilige ancora l’estetica a discapito della comodità, soprattutto le donne Andamento della domanda di abbigliamento • Stabile, la sostenibilità non interessa Social media • Instagram e Facebook • Li usiamo solo per fare promozione • No MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: SAUCONY, ASICS, SALOMON • Calzature trail running: SALOMON, SAUCONY • Abbigliamento: ASICS, CMP • Accessori: MICO, ASICS, SUUNTO marchio rivelazione del 2025 • Nessuno osservazioni generali / messaggi alla running industry • Alle aziende dico di produrre calzature a costi più contenuti

TO P RUN N E RS FOLIGNO (PG) - SEDI: 1 FABIO PANTALLA, TITOLARE

PAS S S P O R T BUSCHE (BL) - sedi: 1 MARCO OIOVESAN, TITOLARE

Bilancio di fine anno • Stabile come L’anno precedente • Meteo, prezzi online, aperture negozi da parte dei brand e outlet • Voto: 7 Trend di acquisto • 90% negozio fisico – 10% vendite online • Nel mondo running leggero aumento spesa media. Molti clienti cercano nel sito e poi vengono in negozio Tendenze nelle discipline sportive • Road running leggero incremento. Camminata stabile, trail running in leggero calo Preferenze dei clienti sulle scarpe • Il cliente cerca scarpe comode principalmente e anche con una buona componente tecnica. Le piastre affascinano, ma poi non sempre le acquistano Andamento della domanda di abbigliamento • Abbigliamento in calo. Sostenibilità poco apprezzata Social media • Instagram e Facebook • Per essere presenti e per dare informazioni • No MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, ASICS • Calzature trail running: HOKA, LA SPORTIVA, BROOKS • Abbigliamento: NIKE, ADIDAS, BROOKS • Accessori: GARMIN, LEKI, SALOMON marchio rivelazione del 2025 • HOKA

Bilancio di fine anno • Incremento • L’avvicinamento dei giovani nel mondo del running • Voto: 9 Trend di acquisto • 100% negozio fisico • C’è meno richiesta di sconti da parte del cliente Tendenze nelle discipline sportive • La percentuale maggiore spetta ai camminatori, il trail invece è in leggera flessione Preferenze dei clienti sulle scarpe • Sicuramente con l’avvicinamento dei giovani c’è una maggiore richiesta di scarpe speed Andamento della domanda di abbigliamento • Decremento, l’argomento sostenibilità non interessa Social media • Instagram, Facebook • Li sfruttiamo come vetrina • Sì, aumentando la qualità dei contenuti e con delle campagne sponsorizzate a tema abbiamo incrementato molto sia il numero di follower che l’engagement MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, NEW BALANCE • Calzature trail running: HOKA, BROOKS, NEW BALANCE • Abbigliamento: NEW BALANCE, SCOTT, DYNAFIT • Accessori: BV SPORT, OXYBURN, BAUERFEIND marchio rivelazione del 2025 • BROOKS osservazioni generali / messaggi alla running industry • Chiedo alle aziende di non allontanare troppo le politiche di marketing dai negozi tecnici

osservazioni generali / messaggi alla running industry

• Bisogna creare sinergie tra i negozi fisici. Le aziende dovrebbero smetterla di proporsi come nostri primi competitor, dando spazio ai loro clienti sul territorio e agli store specializzati. La nostra competenza, il nostro assortimento e capacità di capire il cliente valgono molto e non è giusto sottovalutarle

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RUNAWAY MILANO - SEDI: 1 LUCA PODETTI, PROPRIETARIO

Bilancio di fine anno • 8% di incremento rispetto al 2024 • Gli eventi organizzati da noi • Voto: 8 Trend di acquisto • 90% negozio fisico, 10% e-commerce • Meno clienti, ma con uno scontrino medio più alto Tendenze nelle discipline sportive • La camminata Preferenze dei clienti sulle scarpe • Nessun cambiamento particolare Andamento della domanda di abbigliamento • La domanda dell’abbigliamento è aumentata Social media • Instagram • Li usiamo molto per la community ed eventi, poco per la vendita o promozioni • Sicuramente aumento di follower, vendite non più di tanto MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, BROOKS, DIADORA • Calzature trail running: HOKA, NNORMAL, NORDA • Abbigliamento: SATISFY RUNNING, DIADORA, HOKA • Accessori: COROS, ALBA OPTICS, UYN marchio rivelazione del 2025 • SATISFY RUNNING

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MA X E N T S P O R T Albinea (RE) - SEDI: 1 Max Pedroni, buyer

Bilancio di fine anno • Decremento del 20% • La concorrenza web e il cambio di mentalità del consumatore • Voto: 5 Trend di acquisto • 80% negozio fisico, 20% e-commerce • Richiedono più servizi: test dell’appoggio, consulenza nutrizionale, preparazione atletica, ecc. Tendenze nelle discipline sportive • In ordine: road running, walking, trail running, Crossfit, Hyrox Preferenze dei clienti sulle scarpe • La richiesta è sui modelli ammortizzati e sulle maxi suole Andamento della domanda di abbigliamento • L’abbigliamento è in diminuzione, il tema sostenibilità non è di interesse Social media • Instagram, Facebook e TikTok • Li sfruttiamo un po’ per tutto, dai nuovi arrivi alle promozioni • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, ULYSSES, ASICS • Calzature trail running: ULYSSES, ATOM, BROOKS • Abbigliamento: CRAFT, UNDER ARMOUR, RUNNOWEEN • Accessori: GARMIN, EASSUN, MAURTEN marchio rivelazione del 2025 • ATOM osservazioni generali / messaggi alla running industry • Le aziende dovrebbero fare due linee diverse di calzature, ben distinte: una dedicata all’online e una al negozio fisico

MAG N I T UD O TRENTO - SEDI: 1 Nicola Maino, socio titolare

Bilancio di fine anno • Incremento • Non è facile da dire. Siamo in crescita costante da sette anni e a livello locale ci stiamo dando un gran da fare. Credo sia un mix di fattori che spaziano dalla scelta prodotti alla fidelizzazione del cliente. • Voto: 7 Trend di acquisto • 100% negozio fisico • Nessun nuovo trend in particolare Tendenze nelle discipline sportive • Sono tre segmenti importanti. Nel trail running siamo già un riferimento, nel road stiamo crescendo in fretta Preferenze dei clienti sulle scarpe • Nel road running sta crescendo il mercato delle intermedie con forte attenzione alla leggerezza e alla dinamicità, ma in negozio il grosso lo fanno ancora le daily trainer e principalmente i modelli con maxi suole Andamento della domanda di abbigliamento • Per quanto riguarda la corsa, l’abbigliamento sta abbastanza mantenendo i volumi, mentre è in leggero calo per l’outdoor, soprattutto tecnico. La sostenibilità è spesso solo un plus a livello di comunicazione. Difficilmente però è un fattore che il cliente chiede Social media • Instagram e Facebook • Principalmente sono la nostra vetrina online per i prodotti e il nostro canale di comunicazione per le iniziative e il brand • Sì, ma non saprei dire se poi la crescita si è convertita MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, SAUCONY, TOPO ATHLETIC • Calzature trail running: SALOMON, HOKA, NNORMAL • Abbigliamento: SALOMON, DYNAFIT • Accessori: LURBEL, JULBO, SALOMON marchio rivelazione del 2025 • SALOMON

KM 42 PESCARA, PESARO, ZANÈ (VI), VICENZA - SEDI: 4 Fabrizio Palladinetti, socio titolare

Bilancio di fine anno • Incremento tra il 10-15% • Il mercato non è in crisi, la vendita dipende sempre dalla professionalità e dall’esperienza del personale, che è fondamentale. I miei collaboratori ricevono un bonus sulle vendite, così sono incentivati a fare sempre meglio • Voto: 9 Trend di acquisto • 100% negozio fisico • Non si vende molto l’abbigliamento, perché è un prodotto molto duraturo. I clienti puntano sul footwear Tendenze nelle discipline sportive • Camminata e trail running Preferenze dei clienti sulle scarpe • Vengono richieste scarpe più ammortizzate e molto protettive Andamento della domanda di abbigliamento • L’abbigliamento è stabile e il tema sostenibilità non interessa molto. Noi facciamo la raccolta delle scarpe usate con Esosport Social media • Instagram e Facebook • Facciamo promozioni, vendite dirette e cerchiamo di ampliare la community. Ci sono due social media manager dedicate molto brave. • C’è un incremento di interesse e più engagement MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, NEW BALANCE • Calzature trail running: SAUCONY, ASICS, BROOKS • Abbigliamento: NEW BALANCE, MIZUNO, ASICS • Accessori: BV SPORT, OXYBURN, NIKE marchio rivelazione del 2025 • ASICS osservazioni generali / messaggi alla running industry • Dico alle aziende che sarebbe meglio abbassare un po’ i prezzi delle scarpe

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G o Run n i n g

Preferenze dei clienti sulle scarpe • I clienti prediligono il comfort e la scarpa con maxi suola Andamento della domanda di abbigliamento • È diminuita Social media • Instagram, Facebook e TikTok • Li sfruttiamo principalmente per far conoscere i nostri prodotti • Incidono poco sulle vendite MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, ASICS • Calzature trail running: BROOKS, HOKA, PUMA • Abbigliamento: DIADORA, BROOKS, PUMA • Accessori: POLAR, ASICS, BROOKS marchio rivelazione del 2025 • JOMA

Roma - SEDI: 2 Emiliano Scarsella, titolare

Bilancio di fine anno • Incremento del 10% • Una crescita generale dei negozi • Voto: 9 Trend di acquisto • Negozio fisico 99%, e-commerce 1% • La nostra consulenza tecnica è sempre più richiesta Tendenze nelle discipline sportive • Il road running Preferenze dei clienti sulle scarpe • Maggior richiesta delle maxi suole Andamento della domanda di abbigliamento • L’abbigliamento è in caduta libera Social media • Instagram e Facebook • Certo, sia per le vendite che per la community • Sì, Instagram sta spingendo le vendite MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, ASICS, HOKA • Calzature trail running: BROOKS, ASICS, HOKA • Abbigliamento: ADIDAS, PUMA, ASICS • Accessori: BV SPORT, FLOKY, GIST marchio rivelazione del 2025 • MIZUNO

VIDOT TO SPORT JESOLO (VE) - sedi: 1 Edo Vidotto, legale rappresentante

Bilancio di fine anno • È rimasto come nel 2024 • Le ferie: i clienti in vacanza sono più rilassati e propensi ad acquistare i prodotti • Voto: 7 Trend di acquisto • 90% negozio fisico, 10% e-commerce • I clienti guardano su internet quello che gli interessa e poi acquistano qui in negozio Tendenze nelle discipline sportive • Il road running Preferenze dei clienti sulle scarpe • Le maxi suole vanno per la maggiore Andamento della domanda di abbigliamento • La domanda è maggiore rispetto agli anni scorsi, il fattore sostenibilità conta in piccola parte Social media • Instagram e Facebook • Per le promozioni e per costruire la nostra community • Sì, c’è incremento rispetto all’anno prima MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: NEW BALANCE, ASICS, SAUCONY • Calzature trail running: NEW BALANCE, SAUCONY, LA SPORTIVA • Abbigliamento: UNDER ARMOUR, ASICS, NEW BALANCE • Accessori: MICO, ROHNER, ASICS marchio rivelazione del 2025 • NEW BALANCE

B l ue B ox S p o r t S pecial i s t Ponte di Piave (TV) - SEDI: 1 Ennio Bincoletto, titolare

Bilancio di fine anno • Leggero incremento • Competenza del personale addetto alle vendite • Voto: 6 Trend di acquisto • Non abbiamo e-commerce, solo negozio fisico • I clienti tornano in negozio per aver maggiori garanzie in fase di acquisto Tendenze nelle discipline sportive • Il road running Preferenze dei clienti sulle scarpe • Nessun cambiamento Andamento della domanda di abbigliamento • Non vendiamo abbigliamento Social media • Instagram, Facebook e TikTok • Li usiamo per fare promozioni • Nessun incremento MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, SAUCONY, ADIDAS • Calzature trail running: BROOKS, SAUCONY, ATOM • Abbigliamento: non lo vendiamo • Accessori: OXYBURN, FLOKY, FALKE marchio rivelazione del 2025 • ATOM

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i RU N Vicenza - SEDI: 1 Antonio Irmici, titolare

Bilancio di fine anno • Incremento • Aumento importante di ragazzi e ragazze giovani (18-25 anni) che hanno cominciato a correre con passione • Voto: 9 Trend di acquisto • Non abbiamo un e-commerce • Nessun nuovo trend Tendenze nelle discipline sportive • Il road running è tornato in modo importante, stabili il trail running e la camminata Preferenze dei clienti sulle scarpe • Le maxi suole e le scarpe piastrate continuano a essere molto richieste (bisogna però non esagerare con il soffice). È aumentata anche la richiesta di scarpe intermedie ben ammortizzate ma veloci, brillanti, leggere e senza piastre Andamento della domanda di abbigliamento • Seppur con qualche difficoltà, l’abbigliamento continua essere fondamentale per la nostra realtà. La sostenibilità comincia a essere un fattore importante Social media • Instagram e Facebook • Per costruire la community, per gli eventi e le promozioni • Sì MARCHI PIÙ VENDUTI NEL 2025

Elite Sport Castellammare di Stabia (NA) - SEDI: 1 Marco Mauriello, responsabile tecnico running

Bilancio di fine anno • Stabile • La crisi mondiale che stiamo vivendo è sicuramente un fattore determinante • Voto: 6 Trend di acquisto • 90% negozio fisico, 10% online • Nessun nuovo trend Tendenze nelle discipline sportive • La camminata

• Calzature road running: ASICS, ADIDAS, HOKA • Calzature trail running: ASICS, HOKA, NEW BALANCE

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-EXCLUSIVE

• Abbigliamento: ASICS, NEW BALANCE, ADIDAS • Accessori: GARMIN, UYN, JULBO marchio rivelazione del 2025 • ADIDAS

osservazioni generali / messaggi alla running industry

• Mi auguro che sempre più brand sostengano i piccoli negozi fisici (dove si lavora dando molta attenzione all’utilizzatore finale del prodotto con prove, valutazioni ecc.) tramite un controllo dei prezzi online; facendo un esempio, da parte mia non è possibile che un articolo appena lanciato sul mercato lo si trovi subito su internet con il 20% di sconto

osservazioni generali / messaggi alla running industry

• Consigliamo di non esagerare a progettare e commercializzare scarpe con suole troppo soffici

I RO N MA X S P O R T Azzate (VA) - SEDI: 1 Massimo Mangano, titolare

Bilancio di fine anno • Uguale all’anno precedente • La concorrenza online • Voto: 6 Trend di acquisto • 100% negozio fisico • Le persone preferiscono sempre acquistare online Tendenze nelle discipline sportive • Il road running Preferenze dei clienti sulle scarpe • Nessun cambiamento Andamento della domanda di abbigliamento • L’abbigliamento è in diminuzione, nessun interesse per la sostenibilità Social media • Facebook • Li sfruttiamo per le promozioni • Nessun incremento MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, BROOKS, UNDER ARMOUR • Calzature trail running: HOKA, BROOKS, UNDER ARMOUR • Abbigliamento: UNDER ARMOUR, BROOKS • Accessori: BV SPORT, UNDER ARMOUR marchio rivelazione del 2025 • HOKA osservazioni generali / messaggi alla running industry • Le case madri di calzature e abbigliamento dovrebbero eliminare la vendita sui loro e-commerce e tutelare di più i negozi fisici dei loro rivenditori

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TO P RUN N I N G – L I B E R I D I CO R R E R E Castellaneta (TA) - SEDI: 1 Giambattista Colangelo, titolare

Bilancio di fine anno • Leggero incremento • La nostra competenza e consulenza nella scelta del prodotto giusto per il cliente • Voto: 7 Trend di acquisto • Il nostro è un negozio fisico, dove come detto in precedenza offriamo un servizio di consulenza, quindi le vendite sono sul 90% fatte in negozio e un 10% sul nostro e-commerce • No, nessuno Tendenze nelle discipline sportive • Senz’altro ancora se la giocano la camminata e il road running, anche se l’uso delle nostre calzature nel quotidiano sta crescendo sia come percentuale che come sana abitudine Preferenze dei clienti sulle scarpe Cresce sempre di più la richiesta di scarpe “correttive” per l’uso quotidiano, sulle scarpe con piastra abbiamo registrato un leggero incremento sulla richiesta Andamento della domanda di abbigliamento • Stabile Social media • Instagram, Facebook e TikTok • Li usiamo un po’ per tutto • Un leggero aumento delle vendite dovute al loro utilizzo MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, ASICS, SAUCONY • Calzature trail running: BROOKS, ASICS, SAUCONY • Abbigliamento: MIZUNO, JOMA, ASICS • Accessori: GARMIN, MICO marchio rivelazione del 2025 • Nessuno

RU N N I N G CE N T E R

Lucrezia di Cartoceto (PU) - SEDI: 1 Stefano Moricoli, titolare

Bilancio di fine anno • Il 2025 si è concluso con un incremento del 15% rispetto all’anno precedente • I principali fattori che influenzano l’andamento del negozio sono la consulenza tecnica e l’attenzione che si dà al cliente • Voto: 8 Trend di acquisto • L’e-commerce per il negozio è principalmente una vetrina con un’incidenza pari al 5% sulle vendite globali • All’interno del negozio, non si sono rilevate differenze di comportamento d’acquisto da parte del cliente medio Tendenze nelle discipline sportive • In questo ultimo anno forse c’è stato un incremento di camminatori rispetto alle stagioni scorse Preferenze dei clienti sulle scarpe • Nel podista c’è ancora una ricerca della performance, e quindi viene richiesta la scarpa con piastra Andamento della domanda di abbigliamento • L’abbigliamento rimane nel suo standard come percentuale di vendita e personalmente non vedo un forte interesse sul discorso sostenibilità Social media • Instagram, Facebook e TikTok • Principalmente si utilizzano per promuovere nuovi arrivi e novità ed eventi • Non sfrutto ancora queste piattaforme per le vendite dirette MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, NEW BALANCE, MIZUNO • Calzature trail running: HOKA, NEW BALANCE, TOPO ATHLETIC • Abbigliamento: NEW BALANCE, MIZUNO, I-EXE • Accessori: BV SPORT, I-EXE, POLAR marchio rivelazione del 2025 • ADIDAS

CAM P O B AS E Carvico (BG) - SEDI: 1 Alessandro Chiappa, titolare

Bilancio di fine anno • Incremento del 25% • Questo incremento è dovuto ai social, alla nostra professionalità e alla nostra accoglienza, perché i clienti arrivano anche grazie al passaparola • Voto: 9 Trend di acquisto • 95% negozio fisico, meno del 5% e-commerce • Nessuno Tendenze nelle discipline sportive • Al primo posto la camminata, seguita da trail, road running e hiking Preferenze dei clienti sulle scarpe • Fino a qualche anno fa i clienti preferivano il super ammortizzato, ma la tendenza sta cambiando, si scelgono intersuole più dure per aver maggiore percezione del piede Andamento della domanda di abbigliamento • Stazionario, ma il cliente medio non è attento alla sostenibilità Social media • Instagram Facebook e TikTok • Per costruire la community, per farci conoscere per comunicare ciò che siamo • Incremento di vendite MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, BROOKS, SAUCONY • Calzature trail running: HOKA, BROOKS, ICEBUG • Abbigliamento: BROOKS, SCOTT, RUKKA • Accessori: SALICE, OXYBURN, MICO marchio rivelazione del 2025 • ICEBUG osservazioni generali / messaggi alla running industry • I brand continuano a progettare scarpe molto ammortizzate e con maxi suole. Così è davvero troppo, dovrebbero iniziare a puntare su alternative valide

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-EXCLUSIVE

Andamento della domanda di abbigliamento • Diminuzione delle vendite e il fattore sostenibilità non ha inciso per niente Social media • Instagram, Facebook e TikTok • Per costruire la community • Tanta curiosità e qualche vendita MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, ASICS, SAUCONY • Calzature trail running: BROOKS, ASICS, SAUCONY • Abbigliamento: MIZUNO, ASICS, BROOKS • Accessori: GARMIN, ASICS marchio rivelazione del 2025 • PUMA osservazioni generali / messaggi alla running industry • Bisogna concentrarsi su pochi modelli e rivedere i prezzi, che sono arrivati alle stelle

PESAV E N TO M O UN TAI N S TO R E ASIAGO (VI) - SEDI: 1 Francesca Pesavento, co-titolare

Bilancio di fine anno • Incremento • C’è stata una percentuale maggiore di clienti • Voto: 9 Trend di acquisto • Non abbiamo e-commerce, 100% negozio fisico • Nessun nuovo trend Tendenze nelle discipline sportive • Camminata e trekking Preferenze dei clienti sulle scarpe • Nessun cambiamento Andamento della domanda di abbigliamento • Minor richiesta di abbigliamento, la sostenibilità non interessa Social media • Instagram • Per vendite dirette e promozioni • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, CMP, SALEWA • Calzature trail running: HOKA • Abbigliamento: PATAGONIA, ARC’TERYX, JEANNE BARET • Accessori: ORTOVOX marchio rivelazione del 2025 • JEANNE BARET

J o nat han S p o r t Acqui Terme (AL) - SEDI: 1 Ferdinando Zunino, titolare

Bilancio di fine anno • Incremento del 5% • La fidelizzazione del cliente e la presenza in negozio dei marchi giusti • Voto: 8 Trend di acquisto • 100% negozio fisico, non abbiamo e-commerce • Nessun nuovo trend Tendenze nelle discipline sportive • Camminata 60%, road running 30%, trail running 10% Preferenze dei clienti sulle scarpe • I clienti prediligono le scarpe con maxi suole e la comodità Andamento della domanda di abbigliamento • C’è stato un aumento della domanda, il fattore sostenibilità è quasi nullo Social media • Facebook • Li sfruttiamo per costruire la nostra community • No MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA, MIZUNO, BROOKS • Calzature trail running: HOKA, LA SPORTIVA, MIZUNO • Abbigliamento: MIZUNO, GET-FIT, MONTURA • Accessori: BV SPORT, DEMON, MIZUNO marchio rivelazione del 2025 • HOKA

PI PP O O L I M PI CO PREDAPPIO (FC) - SEDI: 1 Marco Nanni, responsabile road e trail running

Bilancio di fine anno • Incremento del 10% • I nuovi eventi collegati al road e al trail running • Voto: 8 Trend di acquisto • 80% negozio fisico, 20% e-commerce • Nessun nuovo trend Tendenze nelle discipline sportive • Road running Preferenze dei clienti sulle scarpe • I clienti preferiscono scarpe più generose nel comfort e nei volumi Andamento della domanda di abbigliamento • L’abbigliamento è costante, c’è ancora poco interesse per la sostenibilità Social media • Instagram e Facebook • Per entrambi • No MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, SAUCONY, ON • Calzature trail running: SALOMON, LA SPORTIVA, ALTRA • Abbigliamento: CRAFT, THE NORTH FACE, MONTURA • Accessori: GARMIN, OAKLEY, BV SPORT marchio rivelazione del 2025 • ON

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BIBO SPORT BIELLA - SEDI: 1 CRISTINA CIBIEN, TITOLARE

Bilancio di fine anno • Nel complesso bene, aumento del 15%. Poi ci sono variabili a seconda della disciplina • Maggior assortimento di articoli tecnici di qualità per soddisfare la richiesta dei clienti • Voto: 9 Trend di acquisto • 100% negozio fisico • Maggior spesa media in negozio, non abbiamo online Tendenze nelle discipline sportive • Camminata Preferenze dei clienti sulle scarpe • No, ma i clienti cercano scarpe che vadano incontro il più possibile alle loro esigenze Andamento della domanda di abbigliamento • Aumento, purtroppo il fattore sostenibilità non incide ancora sull’acquisto Social media • Instagram e Facebook • Per costruire la community • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: NEW BALANCE, UNDER ARMOUR • Calzature trail running: LA SPORTIVA, NEW BALANCE, SCOTT • Abbigliamento: PATAGONIA, MONTURA, BI420 (brand di proprietà) • Accessori: SALICE, BI420 (brand di proprietà) marchio rivelazione del 2025 • PATAGONIA

S p o r t S h o es Barletta (BT) - SEDI: 1 Michele Bruno, titolare

Bilancio di fine anno • Stabile • I clienti sono curiosi di provare le nuove tecnologie • Voto: 8 Trend di acquisto • 80% negozio fisico, 20% e-commerce • Nessun nuovo trend Tendenze nelle discipline sportive • Camminata Preferenze dei clienti sulle scarpe • Sì, c’è stato un cambiamento, con richiesta prioritaria di suole maxi super ammortizzate

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-EXCLUSIVE

Pl an e t S p o r t Barberino di Mugello (FI) - SEDI: 1 Simone Giannelli, titolare

Bilancio di fine anno • Incremento +70% • Cambio locazione del negozio • Voto: 8 Trend di acquisto • 100% negozio fisico • Più attenzione nella spesa sui prodotti di qualità Tendenze nelle discipline sportive • In generale, tutti i settori Preferenze dei clienti sulle scarpe • I clienti cercano comfort e durata del prodotto Andamento della domanda di abbigliamento • Stabile, la sostenibilità non è di interesse Social media • Instagram e Facebook • Per costruire la community • No MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, TOPO ATHLETIC • Calzature trail running: BROOKS, TOPO ATHLETIC, HOKA • Abbigliamento: CRAFT, BROOKS • Accessori: X TECH, BAUERFEIND, KAYAK marchio rivelazione del 2025 • BAUERFEIND osservazioni generali / messaggi alla running industry • Il discorso sarebbe lungo da affrontare. Il 90% delle problematiche di un negozio fisico è dovuto alla esigua marginalità sul prodotto rilasciata dal produttore e dall’ulteriore sleale concorrenza dello stesso produttore attraverso la sua piattaforma online

FEATURE-

S P O R T L AB PORTO SAN GIORGIO (FM) - SEDI: 1 Paolo e Samuele Gironacci, amministratori

Bilancio di fine anno • Stabile • I consumatori fidelizzati • Voto: 6 Trend di acquisto • 90% negozio fisico, 10% online • Nessuna novità rilevante Tendenze nelle discipline sportive • Camminata Preferenze dei clienti sulle scarpe • Comfort ed estetica per un utilizzo quotidiano Andamento della domanda di abbigliamento • Diminuzione, la sostenibilità non è un valore molto apprezzato Social media • Instagram e Facebook • Li usiamo come vetrina e per costruire la community • No, come l’anno precedente MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, SAUCONY, ASICS • Calzature trail running: BROOKS, ALTRA, HOKA • Abbigliamento: UNDER ARMOUR, NEW BALANCE, UYN • Accessori: GARMIN, BV SPORT, SHOKZ marchio rivelazione del 2025 • SHOKZ

V E R D E PI S E L LO MILANO - SEDI: 1 PAOLO FOSSATI, TITOLARE

Bilancio di fine anno • Incremento (piccolo ma meritato) • La crescita delle discipline che trattiamo, in particolare la camminata • Voto: 7 Trend di acquisto • Almeno per noi netta prevalenza del negozio fisico: se una bottega come la nostra si sbilanciasse troppo sull’online perderebbe il senso stesso della sua vocazione che era, è e sarà il contatto diretto col cliente • Acquisti un po’ più consapevoli e mirati e forte attenzione ai periodi promozionali Tendenze nelle discipline sportive • Continua la crescita della camminata (e sta crescendo anche l’utilizzo della scarpa running come calzatura da indossare tutti i giorni) Preferenze dei clienti sulle scarpe • Sicuramente la suola alta, anche perché le aziende propongono (e spingono) pochi modelli con profilo più classico Andamento della domanda di abbigliamento • Il reparto abbigliamento arranca nel periodo estivo e tiene ancora in quello invernale (il fattore sostenibilità, almeno da noi, conta meno di zero) Social media • Instagram e Facebook • Per promuovere le novità e le offerte • Direi di no MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: ASICS, BROOKS, HOKA • Calzature trail running: SCOTT, NEW BALANCE, HOKA • Abbigliamento: CRAFT, SCOTT, I-EXE • Accessori: GARMIN, BV SPORT, SHOKZ marchio rivelazione del 2025 • ETHIC SPORT osservazioni generali / messaggi alla running industry • Il 2026 sarà il ventiduesimo anno della gloriosa storia della nostra vetrina sul Naviglio: confido che le aziende invertano la tendenza, piuttosto evidente negli ultimi anni, di essere i nostri primi competitor (è solo un auspicio, credo sia più facile che l’Inter vinca la Champions League)

PRO : CURS U ORA (BZ) - SEDI: 1 HANSJOERG PICHLER, TITOLARE

Bilancio di fine anno • Incremento • La consulenza e il passaparola • Voto: 8 Trend di acquisto • 100% negozio fisico • La qualità del prodotto è l’elemento più importante, combinato con una buona consulenza Tendenze nelle discipline sportive • Road running Preferenze dei clienti sulle scarpe • I clienti cercano tanta ammortizzazione e comfort Andamento della domanda di abbigliamento • Stabile, il fattore sostenibilità non è richiesto Social media • Instagram e Facebook • Per vendite e promozioni • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: SAUCONY, BROOKS, 361° • Calzature trail running: BROOKS, HOKA, KAILAS • Abbigliamento: CMP, DYNAFIT, WILD TEE • Accessori: BV SPORT, CALZE GM, CRAFT marchio rivelazione del 2025 • KAILAS osservazioni generali / messaggi alla running industry • Le condizioni commerciali dovrebbero essere divise per tre segmenti: specialisti (come me), multisport/catene (tipo Cisalfa) e online (MisterRunning), come già fa Saucony

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-EXCLUSIVE

MAT I S G RO UP ATINA (FR) - SEDI: 1 LORIS NARDELLI, TITOLARE

Bilancio di fine anno • Direi soddisfacente, abbiamo avuto un leggero e piacevole incremento delle vendite rispetto all’anno precedente pari a un 10% circa • L’attività fisica, intesa come benessere psico-fisico sotto forma di walking, running o trekking, hanno influenzato positivamente l’incremento delle vendite • Voto: 9 Trend di acquisto • 80% vendita presso il negozio, 20% vendite online • La consulenza che forniamo ai nostri clienti e la stretta collaborazione con fisioterapisti, ortopedici e osteopati riveste un ruolo determinante per la vendita diretta presso il nostro negozio Tendenze nelle discipline sportive • Come accennato in precedenza, l’attività fisica legata al benessere psico-fisico svolge un ruolo determinante sulla vendita dei prodotti, decisamente meno quella legata alla parte agonistica Preferenze dei clienti sulle scarpe • Direi che è in atto un deciso cambiamento, la consulenza tecnica in questo specifico momento fa la differenza nella vendita. Bisogna saper ascoltare le esigenze dei clienti e consigliarli al meglio senza strafare. La scarpa ammortizzata con controllo di pronazione on demand resta comunque il best seller in fase di vendita Andamento della domanda di abbigliamento • Purtroppo le vendite legate all’abbigliamento, anche se in leggera ripresa, sono comunque in sofferenza e pochi fanno attenzione al concetto di sostenibilità Social media • Facebook • Utilizziamo i social prevalentemente per lancio prodotti e informazioni tecniche • In linea con gli scorsi anni MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: BROOKS, HOKA, ASICS • Calzature trail running: HOKA, SALOMON, NNORMAL • Abbigliamento: PATAGONIA, MONTURA, KARPOS • Accessori: GARMIN, SALICE, MICO marchio rivelazione del 2025 • SALOMON e PETZL con le nuove lampade frontali osservazioni generali / messaggi alla running industry • Ritengo doverosa una considerazione che vale allo stesso tempo come un ringraziamento. Gli ORBDAYS sono un evento fondamentale per la crescita del nostro settore, dove i negozi specializzati sono al centro dell’attenzione con la giusta attenzione e formazione

FEATURE-

FAR T L E K S P O R T MESSINA - SEDI: 1 ROBERTO TAMÀ, TITOLARE

Bilancio di fine anno • +15% • Collaborazione con tecnici e istruttori e centri fisioterapici • Voto: 7 Trend di acquisto • 100% negozio fisico • No Tendenze nelle discipline sportive • Camminata e road running in uguale misura Preferenze dei clienti sulle scarpe • Non ho notato richieste particolari di marche o modelli che già non sono presenti in negozio. Si ricerca sempre di più la massima ammortizzazione e leggerezza, sempre meno le piastre in carbonio Andamento della domanda di abbigliamento • Abbiamo avuto un leggero calo nella vendita di abbigliamento. La sostenibilità conta molto poco Social media • Instagram, Facebook • Li usiamo per promuovere i nuovi modelli e iniziative come test di nuovi modelli e gare nelle quali siamo coinvolti • Sì, un leggero incremento MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: ASICS, ALTRA, SAUCONY • Calzature trail running: ALTRA, SCARPA, TECNICA • Abbigliamento: PUMA, ASICS, ANDE • Accessori: POLAR, COMPRESSPORT, MICO marchio rivelazione del 2025 • KARHU osservazioni generali / messaggi alla running industry • Ho notato un distacco sempre più evidente nei confronti dei piccoli negozi specializzati come il nostro da parte dei grandi brand, che favoriscono la grande distribuzione o la vendita online

RU N T EC H PADOVA - SEDI: 1 MAURO PALUELLO, BUYER

Bilancio di fine anno • Incremento del 13,2% • Il target clientela passa sempre più al walking e trail, generando un incremento oltre al running puro • Voto: 8 Trend di acquisto • 99% negozio fisico • Comportamenti invariati, si vende sempre in presenza presso il punto vendita Tendenze nelle discipline sportive • Trail running e camminata outdoor Preferenze dei clienti sulle scarpe • La richiesta di scarpe con piastra in carbonio è in calo, le maxi suole creano disaffezione e incertezze Andamento della domanda di abbigliamento • L’abbigliamento è in netto calo, la sostenibilità è percepita dal 10% del pubblico Social media • Instagram e Facebook • Promozioni e presentazioni nuovi prodotti • Sì MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: SAUCONY, MIZUNO, HOKA • Calzature trail running: LA SPORTIVA, TOPO ATHLETIC, ALTRA • Abbigliamento: MIZUNO, MICO • Accessori: MICO, BV SPORT, INJINJI marchio rivelazione del 2025 • SAUCONY osservazioni generali / messaggi alla running industry • Le aziende devono considerare la sempre più marcata volontà di non fare magazzino, altrimenti si lavora solo per i saldi. Bisogna avere il b2b rifornito

3 PAS S I O U T D O O R MORBEGNO (SO) - SEDI: 1 MICHELE CORNALI, PROPRIETARIO

Bilancio di fine anno • C’è stato un piccolo aumento • Un fattore può essere le condizioni climatiche, in quanto si passa dal troppo freddo al troppo caldo. Poi l’aumento dei costi • Voto: 8 Trend di acquisto • Solo vendite fisiche, no e-commerce • Nel mio negozio, trattando un brand di abbigliamento come Patagonia, il cliente ha sempre cercato il capo “storico del marchio” e non solo le novità Tendenze nelle discipline sportive • Trail running Preferenze dei clienti sulle scarpe • Cercano la comodità, la maxi suola e la durata Andamento della domanda di abbigliamento • La domanda dell’abbigliamento è aumentata e il fattore della sostenibilità ha inciso molto Social media • Instagram e Facebook • Principalmente per costruire la nostra community • L’aumento delle vendite non è principalmente legato alle piattaforme, utilizzandole molto poco MARCHI PIÙ VENDUTI NEL 2025 • Calzature road running: HOKA • Calzature trail running: HOKA, NNORMAL, LA SPORTIVA • Abbigliamento: PATAGONIA, NNORMAL, SMARTWOOL • Accessori: GARMIN, SMARTWOOL marchio rivelazione del 2025 • PATAGONIA

Ar e yo u a s h o pk e e pe r ? Take part in our survey Exclusive! Scan the QR Code on the right and fill out the questionnaire

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EVERY TRAIL EVERY TURN F LY R E A C T I V E | D R O P 8 M M | W E I G H T 2 6 0 G R

-oN

THE

COVER-

Neo Zen 2 by Mizuno

Training find its ideal size Mizuno’s Neo Zen 2 evolves the concept of a daily trainer focusing on comfort, balance and fluidity. A shoe designed to accompany the runner in everyday races with a feeling of generous but controlled cushioning

n the world of highly cushio-

rhythms: from slow running to

ned daily trainers, the new

fast running.

Neo Zen 2 represents the

evolution of a clear concept:

The upper has also been re-

maximum softness without com-

designed. The technical mesh

promising stability and control.

maintains a minimalist look, con-

Mizuno builds on the success of

sistent with Mizuno’s essential

the first version and refines the

aesthetic, but introduces more

model by improving the midsole,

pronounced

geometry, and fit, with the aim of

the heel. The counter works in

expanding the target audience

tandem with the padded collar to

and making the shoe even more

offer a greater sense of security

balanced for everyday running.

when running, especially during

reinforcement

changes of pace or when fatigue The sensation underfoot is that

alters your mechanics.

of an elastic, lively push, but more composed than in the past. This

The target is clear: neutral run-

is thanks to the renewed Mizuno

ners looking for ample cushio-

Enerzy NXT nitrogen infused, a

ning and a smooth ride, both for

compound that maintains high

regular training and more com-

energy return while improving

petitive use over medium to long

overall stability. The result is a

distances. The Neo Zen 2 thus

generous platform (40 mm stack

fits into the increasingly popular

in the men’s version) that does

category of “advanced daily trai-

not just “cushion,” but accompa-

ners,” capable of covering most

nies the transition, making it fluid

of your weekly mileage in pre-

and continuous.

mium comfort.

Neo Zen 2 was not designed as

Behind the project lies the Ja-

an extreme shoe. The Smooth

panese philosophy that Mizuno

Speed

geometry,

defines as Hairyo (consideration)

already seen on the brand’s

and Chimetsu (precision): atten-

higher-performance

models,

tion to detail and technical rese-

has been made less aggressive

arch that do not aim for special

here than in the Rebellion and

effects, but rather overall balan-

Hyperwarp series. The inclina-

ce. A shoe that does not seek to

tion works more progressively

impress with radical solutions,

in the rear and thrust phases,

but rather to convince kilometer

adapting to a wider range of

after kilometer.

Assist

(SSA)

Men’s color

Women’s color

HIGHLIGHT Category /

Support /

Stack /

Weight /

MIDSOLE /

Geometry /

Cushioned daily

Neutral

40 mm (M)

240 g (M)

Mizuno Enerzy NXT

Smooth Speed Assist (SSA)

210 g (W)

(nitrogen infused)

less aggressive

trainer

––

-oN

THE

COVER-

- LIMITED EDITION / ORIGAMI The Mizuno Neo Zen 2 is available in specialty stores in Origami color. The art of origami is minimalist, but its beauty knows no borders. Simple folds create infinite shapes. A metaphor that reflects the many possibilities that running offers the modern runner. Inspired by the fundamental principles of design, technical innovation, and unlimited performance, the visual of the Mizuno Neo Zen 2 Origami shares parallels with the art of origami: bold, straight lines accentuate the geometric importance of the midsole, while special graphics on the insole further incorporate the essence of origami art. Precision meets possibility. Technical simplicity meets endless opportunity. The Origami Pack is an ode to runners.

EVENTS / Launch and presentation of the Mizuno Run Club community: Mizuno Social Run in Milan at 10 Corso Como (February 5, 2026); launch dedicated to Mizuno Neo Zen 2 in Sanremo, during the Festival week (February 27, 2025) test / opportunity to test the new Mizuno Neo Zen 2 at every event

- Advantages of the model -

Mizuno Run Club official digital / sponsored social media campaigns; launch of the model with Mizuno ambassadors; seeding to creators and influencers with a target

• Greater stability

compared to the first version

audience aged 18-35; dedicated store locator with a list of authorized retailers in Italy

• Reinforced heel for a more secure fit

media / advertising, product testing, editorials, sponsored brand content

• Smooth transition thanks to the SSA

RESPONSIBILITY

Over 90% recycled materials in various components of the upper

WHO IS IT DESIGNED FOR? regular and competitive runners

Neutral runners

Workouts

AN Alternative

those seeking maximum

daily and long

more versatile compared

seeking comfort

cushioning

progressives

to pure racing models

and energy return

without instability

Mizuno Italia Srl - +39.011.3494811 - info.it@eu.mizuno.com

––

-product

Diadora Vigore V: advanced stability and greater energy return

news-

Salomon’s S/Lab Phantasm 3: aerodynamics enters the world of super shoes

Diadora expands its stability range with Vigore

Salomon expands its racing range with the S/

V, a completely revamped model that combi-

Lab Phantasm 3, a model developed to optimize

nes high cushioning and responsiveness. De-

efficiency at high speeds through aerodynamic

veloped in-house at the CRD, it integrates Blu-

studies of geometry and volume. The shoe fea-

shield N2 technology with a supercritical EVA

tures a carbon fiber plate and a midsole made of

Anima N2 midsole for up to 60% energy return,

high-energy return foams, with a design that pro-

a 20% improvement over the previous version.

motes quick and stable transitions. The lightwei-

The asymmetrical design of the Morpho Base

ght, structured upper contributes to support and

supports medial stability only when needed,

precision during the push-off phase. A technical

while the outsole combines soft rubber and Du-

offering aimed at runners seeking maximum effi-

ratech 5000 for grip and durability.

ciency in road racing.

Weight 310 g, drop 10 mm, and stack 39/28 mm. diadora.com

HOKA Cielo X1 3.0: extreme lightness, greater propulsion during the race

Amer Sports Italia - +39.0422 1764034 - amersports.com

Saucony Endorphin Azura: the daily trainer for everyday performance The brand expands its Endorphin line with Endorphin Azura, a high-performance daily trainer designed to bring speed and responsiveness to everyday workouts. The model, which

HOKA presents Cielo X1 3.0, the lightest super shoe ever made by the

has no plate, incorporates PWRRUN PB super foam for high energy return and a light, dy-

brand, developed to offer maximum propulsion during competition. An

namic ride. SpeedRoll technology promotes smo-

evolution of the Cielo line, the 3.0 further reduces weight (213 g) whi-

oth transitions and a natural roll, while the XT-900

le maintaining the carbon fiber plate, high energy return PEBA foam,

outsole ensures grip and durability. Weighing 240

and MetaRocker geometry optimized for continuous roll. The ultra-bre-

g and with an 8 mm offset (40/32 mm), Azura is a

athable Leno fabric upper

versatile solution for runners who want to “Make

and

Any Day Fast,” combining performance, comfort,

asymmetrical

lacing

improve comfort and preci-

and distinctive design.

sion. With a 37/30 mm stack, saucony.com/it

approved by World Athletics, it is designed for those aiming for a personal best in competition. hoka.eu

Experience 3: Altra Running’s philosophy for a more natural run

Karhu Mestari Run 2.0: protective comfort for every workout

Altra Running presents Experience 3, the col-

Karhu has perfected the Mestari Run. Version 2.0 is a max-cushion

by increasingly invasive technologies, the

daily trainer designed for regular training and long distances. The

brand offers a fundamental approach: not

reformulated AeroFoam Nitro midsole, combined with Fulcrum tech-

to distance runners from the ground, but to

nology, ensures generous cushioning and stable, smooth transitions.

strengthen their connection with it, improving

With an 8 mm drop and a lightweight, breathable IdealKnit upper, it

control, stability, and durability. At the heart of the project are the 4 mm drop and

offers consistent comfort even over long distances. Also available in

the iconic wide toe box, distinctive elements that promote a more natural posture and

a HiVo fit version for a wider fit, it is aimed at runners who prioritize

a smooth transition. The range includes Experience Flow 3, designed for daily road

protection and running continuity.

training; Flow ST, with GuideRail technology for discreet medial support; and Wild 3+,

lection that reaffirms its philosophy focused on natural biomechanics. In a market driven

dedicated to trail and gravel, featuring a Vibram Megagrip outsole for maximum grip and durability.

altrarunning.eu

Sport Leader S.r.l. +39.0171.413175 info@sportleader.pro

FiveFingers V-Run: minimal thickness, maximum contact with the road grip and PERFORMANCE OFF-ROAD with Scott Kinabalu Trail

Vibram

Scott has launched the new Kinabalu Trail, a completely redesi-

malist fitness training. Ideal for

gned off-road model offering a better balance between lightness,

transitioning

comfort, and responsiveness. Built from scratch, it incorporates

shoes, it features a 4 mm Vi-Lite

Kinetic Fusion Foam (EVA + PEBA) for a dynamic and durable ride.

midsole for essential cushioning

ER2 Rocker technology supports a smooth transition and efficient

and a thin sole that promotes di-

momentum, while the Versatile Traction outsole ensures reliable

rect contact with the ground. The

grip on variable terrain. A

XS Run compound on the heel and

versatile option designed

toes improves grip and durability,

for runners seeking per-

while the lightweight, perforated

formance and agility on

upper ensures breathability and

off-road trails.

comfort while running.

presents

FiveFingers

V-Run, a five-finger model designed for road running and minifrom

traditional

Vibram SpA - +39.0331 .999777 - vendite@vibram.com

Scott Italia - +39.035.756000 - marketing@scott-sports.it

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-prodUCT

INSIGHT-

126 grams of performance Joma speeds up in the racing segment with the new RS-9000, developed by the R&D+i team in the Portillo de Toledo laboratory in Spain, and already tested by elite athletesin international competitions

fter more than 60 years of experience in the sports market, Joma presents the RS-9000, a road running shoe designed with a specific goal in mind: to become — at just 126

grams— one of the lightest competition shoes currently available on the market. The RS-9000 is a clear demonstration of the brand’s technical evolution and its ambition to position itself at the top of the performance segment. But above all, it is the result of years of research conducted in the Portillo de Toledo laboratory in Spain and a meticulous development process. The brand’s R&D+i team has designed and tested every single component with the aim of reducing weight to a minimum, while ensuring high levels of efficiency and performance, validated through testing under extreme conditions.

field RS-9000

the athletes who tested it in A race The RS-9000 has already been tested in competition by athletes from Joma’s elite team. Chiki Pérez wore it in the 10 km at the 2025 European Road Running Championships, achieving a time of 28:14, finishing in the top 10 and contributing to Spain’s silver medal in the team event. Romanian athlete Stella Rutto also competed with the RS-9000 at the Brasov International 10K, as did the Joma athletes competing in the Paris 20K.

UPPER / The new upper, with its minimalist design—essential and clean—is breathable and highly lightweight. It is made with nylon thread reinforced with polyamide, two materials that adapt to the foot and guarantee optimal moisture management, keeping the foot at a constant temperature even in the most extreme conditions

MIDSOLE / The midsole, with an 8 mm drop, incorporates the Light Reactive technology, made from specially injected Pebax. This solution ensures superior responsiveness while maintaining lightness and guaranteeing effective shock absorption

CARBON PLATE / The RS-9000 is equipped with a carbon fiber plate which emphasizes energy return and stabilizes your stride,

even at very high speeds

OUTSOLE / The traditional rubber has been replaced by CPU, a material that is just as resistant to abrasion but much lighter, suitable for use on asphalt and non-aggressive terrain

Joma Sport - +39.335.7674207 - assistenza.clienti@joma-sport.com

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-pro d UC T

INS IGH T-

Multi-faceted personality

With the GEL-CUMULus 28, ASICS consolidates one of the pillars of its road running offering, updating a historic model with technical solutions aimed at improving comfort and fluidity and accessibility for a wide audience

he neutral daily trainer for everyday training evolves with

The upper is made from engineered mesh to ensure a comfor-

a focus on greater comfort, fluidity, and protection.

table, well-ventilated fit, with a structure that wraps around the

The ultimate all-round model is now even more reliable

foot without constriction. Step-in comfort is further enhanced

and suitable for a wider audience, providing a smooth yet re-

by the OrthoLite X-30 insole, which increases the feeling of soft-

sponsive run.

ness and eases moisture management during training.

The heart of the GEL-CUMULUS 28 is the new FF BLAST MAX mid-

The FLUIDRIDE outsole ENsures a smooth transition from heel to

sole, a lightweight compound that is softer than the previous

toe, while the AHAR LO RUBBER insert in the heel increases the

generation, designed to offer progressive cushioning without

durability of areas subject to greater wear, a particularly impor-

sacrificing energy return. The stack height is 38.5 mm at the heel

tant detail for runners who use this model as a mileage shoe.

and 30.5 mm at the forefoot in the men’s version (37.5/29.5 mm

The weight is 259 g for the men’s version and 223 g for the wo-

in the women’s version), with an 8 mm drop, ideal for neutral

men’s version, placing the GEL-CUMULUS 28 in a balanced ran-

runners looking for protection over medium and long distances

ge between protection and lightness. It’s worth to mention its

without an overly “maximal” setup.

focus on sustainability: the shoe’s carbon footprint is 12% lower

PureGEL technology, strategically positioned in the heel, pro-

than the industry average, equal to 12.7 kg of CO2e per pair, ac-

vides additional cushioning. Lighter and softer than traditio-

cording to ASICS methodology.

nal GEL, it helps to effectively absorb impact, making landing

The GEL-CUMULUS 28 is undoubtedly a solid, versatile op-

softer and more controlled, especially in the initial stages of

tion, ideal for neutral runners of intermediate level looking for

foot strike.

comfort for their daily training.

GEL-Cumulus 28 CATEGORY / Neutral shoe – daily training / mileage

PureGEL ABSORPTION TECHNOLOGY IN THE HEEL /

softer impact and smoother landings

WEIGHT / 259 g (M)

Men’s color

Women’s color

223 g (W)

DROP / 8 mm

STACK /

38.5 mm / 30.5 mm (M) 37.5 mm / 29.5 mm (W)

ENGINEERED MESH UPPER /

FF BLAST MAX MIDSOLE / soft and progressive cushioning with greater energy return

enveloping structure, high comfort and good breathability

SUSTAINABILITY / footprint carbon: 12.7 kg CO2e / pair

-12% compared to industry average

FLUIDRIDE SOLE / comfort and traction

ORTHOLITE X-30 INSOLE / improved step-in comfort

and moisture management

without sacrificing strength

ASICS Italy - +39.0171.416111 - info@asics.com

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-RUNNING

SHOPS-

Beyond the specialized: retail as an evolving reality With the opening of Km42 in the center of Vicenza, the project led by Fabrizio Palladinetti adds a new stage in its growth. A specialized store which looks primarily to the future, with an entrepreneurial vision that is still evolving _by Cristina Turini

n the historic center of Vicenza, a new stage of the Km42 journey is taking shape. The project was founded in 2011 in Pescara

Interview with Fabrizio Palladinetti and Massimiliano Palumbaro

by Fabrizio Palladinetti and Massimiliano Palumbaro, united

Let’s start from the beginning. How was Km42 born in Pescara

by their passion for running and a clear vision of a specialized

in 2011, and what was your idea of a specialized store at the

store. From the outset, the goal was not simply to sell shoes, but

time?

to build a technical reference point, capable of accompanying the

Km42 was born from the passion for sport of two friends: Fab-

customer with expertise, listening, and concrete services such as

rizio and Massimiliano, who shared kilometers of asphalt and

dynamic foot analysis.

fountains of sweat as teenagers. In 2011, in Pescara, we wanted to create a different kind of store, one

Over the years, alongside the opera-

that didn’t just sell shoes but offered

tional development of its stores, Km42

a real, professional, person-oriented

has been able to count on an increas-

service. The idea was to help each

ingly solid structure from a manageri-

customer choose the best option for

al and financial point of view thanks to

their physical characteristics, using

the role of Palumbaro, who has proved

tools such as free, personalized foot

decisive in enabling the project to grow

analysis. Not an “off-the-shelf” store,

not only through new openings, but

but a technical reference point for

also through the acquisition and re-

runners and walkers. Our goal is the

launch of existing businesses. This ap-

well-being of our customers.

proach first led to the opening of Pesaro and then to the entry into Puro Sport

Looking back, what were the key mile-

in Zanè, a historic store with large vol-

stones that transformed Km42 from a

umes and significant potential, now reorganized and repositioned within the Km42 world.

The owners Fabrizio Palladinetti and Massimiliano Palumbaro

single store to a multi-store project? The financial stability we have built up over the years in Pescara has allowed us to look further ahead. The

Today, the opening of the Vicenza city center store is part of this log-

opening of Pesaro in 2022 was the first true step towards a retail

ic: not a simple expansion, but a strategic choice. A more compact,

network. Then came Zanè in 2024, an already active store that

urban store, designed to attract a different audience than Zanè

we took over and transformed into our flagship store. Finally, in

and to explore a range of products oriented towards trail running

2025, we opened in Vicenza, with a smaller format, but strategic

as well as road running, without compromising the cornerstones of

for exploring new urban and competitive dynamics.

the project: specialization, advice, and customer relations. In 2018, you tried out the Tenerife experience. What did that Vicenza thus becomes a testing ground for a more agile and con-

opening, even if short-lived, teach you from a management and

temporary format, capable of interacting with the dynamics of city

strategic point of view?

retail while keeping the dna of the specialty store intact. And this is

Tenerife was a great learning experience. It didn’t last long, but

not the end of the journey.

it taught us a lot: passion and ideas alone are not enough. You

––

-RUNNING

SHOPS-

data sh eet Name: Km42 Vicenza Address: Borgo Santa Lucia, 3 - Vicenza - Italy Phone number: +39.349.5271802 Email: vicenza@km42.info Website: km42.info Instagram: @km42_purosportculture Warehouse management: digital Number of locations: four (Pescara, Pesaro, Zanè, Vicenza) Owners: Fabrizio Palladinetti & Massimiliano Palumbaro Years of birth: 2011 Pescara, 2022 Pesaro, 2024 Zanè (VI), 2025 Vicenza Showcases: 2 showcases - Vicenza Total square meters: 80 - Vicenza

Square meters of footwear: 40 - Vicenza Clothing square meters: 20 - Vicenza Warehouse size: 20 square meters - Vicenza Discipline trattate: running, trail running, hiking RUNNING & TRAIL BRANDS Footwear: ASICS, Brooks, HOKA, Mizuno, New Balance, Salomon, Saucony, and SCARPA Clothing: ASICS, Brooks, Mizuno, New Balance and Oxyburn Equipment: we don’t sell it Other services: dynamic support study in Pescara, Pesaro, and Vicenza. Coming soon to Zanè (VI)

The opening of the Vicenza store marks a significant step forward. Why did you consider it strategic to return to the city center with a specialized store? Vicenza is a test. It is a smaller store in an urban area, with competition present. We want to understand how the city’s public responds, which is more dynamic but also more demanding. It is a way to explore new formats with a view to a possible evolution of the concept, in line with the evolution of the retail world. What kind of identity did you want to give the Vicenza store compared to Zanè, in terms of products and services offered? Vicenza is smarter and more streamlined, but retains the cornerstones of the Km42 model: high-level technical advice, quality products, and personal service. We have selected a more concentrated but highly targeted range, and we always offer foot analysis. It is a more agile format, but one that is consistent with our brand. need highly skilled people locally, in-depth knowledge of the lo-

The choice of the person who manages the store is always crucial:

cal target market, and tight management control. The distance

what characteristics do you think a store manager should have today?

made it difficult to convey our methods and maintain our stand-

Empathy, listening skills, passion for sports, but also organiza-

ards. It was an ambitious project, perhaps premature, but today

tional skills and leadership. A Km42 manager must know how to

we can say that it helped us mature.

inspire the team, but also keep track of numbers, read KPIs, and manage a warehouse. It’s not just about sales, it’s about relation-

At a certain point, the Km42 journey intersects with an already

ships and leadership.

established business, the Puro Sport store in Zanè: what immediately struck you about that store and its potential?

From a spatial perspective, how did you organize the interior of

A strong sporting identity. It was a well-known store in the area,

the Vicenza store to make the customer journey clear and easy

with a very technical and loyal customer base. We were struck

to follow?

by its untapped potential: lots of space, a great team, but with

We have simplified things. The entrance is immediately welcoming,

room for improvement in terms of service and organization. Before

then an intuitive path unfolds between the shoe area, the fitting

adopting it, we studied the project in depth. I (Fabrizio) looked into

area, clothing, and accessories. Everything is designed to make

the operational side, products, suppliers, and sales organization,

the customer feel at ease and guide them without forcing them.

while Massimiliano took care of developing the business plan,

Even time is part of the experience.

which is his primary job, carrying out all the necessary economic Technology plays an important role in your stores: what tools do

and financial checks. In the end, we got it started!

you use today to support sales? Zanè is a store with impressive figures. What were your top oper-

In addition to software for analyzing support, we use real-time

ational priorities once you took over management?

management control systems. I (Massimiliano) can find out at any

Warehouse organization, elimination of slow-moving products/

time and wherever I am in the world what receipts have been issued

brands, redefinition of visual identity, and cost rationalization.

in Zanè rather than Pescara, Vicenza, or Pesaro, immediately see

We introduced our business model, which is heavily focused on

the margins of each individual sale and/or aggregated in various

customer experience, which is central to the value proposition of-

ways, and the exact stock levels in each store. Obviously, commu-

fered by Km42. At the management level, we set up economic and

nication via social media has recently been a fundamental activity

financial control tools to monitor costs, inventory turnover, and

for spreading and targeting our message, and we have relied on a

margins in real time.

team of expert and highly trained young women. Technology helps us standardize where necessary and customize where it matters.

Today, Zanè, Pescara, and Pesaro represent very different realities: how important is it for you to adapt the format to the territory instead

Looking ahead to the near future, what factors will you consider

of replicating a single model?

most carefully when choosing your next point of sale (planned for

A lot, we don’t clone stores. Km42 maintains the same dna, con-

2026)?

sulting, honesty, and quality, but each territory has its own lan-

There are three elements: a strategic location (visibility, access,

guage. In Pescara and Pesaro, given the physical characteristics

parking, customer base); economic feasibility (fixed cost structure,

of the territories, we work a lot with road products, while in Zanè,

break-even point); and finally, human potential: without the right

trail running reigns supreme. We are closely monitoring what is

person in the store, we won’t open it. We closely monitor the market

happening in the city of Vicenza, since we have only been there

in the upper Adriatic and northern Italy in general, and when op-

for a short time. The approach changes, but the values remain

portunities for new openings or acquisitions arise, we evaluate them

the same.

thoroughly, while always maintaining the quality that sets us apart.

––

- d i g i Ta l

r i d e

O N -

The crucial role UX in e-commerce It is neither the price nor the traffic that is holding back online sales: it’s the user experience. Confusing layouts, complex checkout processes and unpersuasive images drive customers away. Focusing on every detail turns visitors into loyal buyers and increases conversions

hen an e-commerce site doesn’t convert, the diagnosis is always the same:

refore an unreliable brand. E-commerce performance is a strategic asset. High-per-

“The prices are too high,” “We don’t have enough traffic,” “The competition

formance hosting, global CDN, optimized images: every millisecond counts. Pla-

is crushing us.” Yet, in most cases, the real problem is closer than you think.

tforms such as Shopify are designed to handle high traffic spikes (including Black

It’s not the market that’s not working, but the experience you’re offering. UX (User

Friday), but configuration still matters. Installed apps can drastically slow down the

Experience) is not the “beautiful design” of the site. It’s the invisible infrastructure that

site and cause performance to plummet. There is also another user who does not

determines whether a user completes the purchase or abandons the cart. A confusing

like slow sites: Google and other search engines, including LLMs such as ChatGPT or

checkout on mobile, images that don’t do justice to the product, slow loading times,

Perplexity. A slow site not only loses customers, but also visibility.

lack of verified reviews, hidden or unclear return policy. Every friction point is a potential lost customer. When the experience is poorly designed, the result is always the

Mediocre images = price war

same: traffic comes in, but sales don’t follow. The problem is not bringing more people

In fashion and sportswear, the product is visual by definition. If the photos do not

to the site, but turning those who are already there into paying customers.

convey quality, price becomes the only parameter for judgment. And when price is the only lever, you always lose. The solution is hybrid: still life for technical details,

When the website betrays the brand

worn shots for the context of use. The customer needs to understand what they are

Imagine clicking on an ad showing a high-end lifestyle product: sophisticated tone,

buying and imagine themselves wearing it. Adding short videos increases the time

clean visuals, clear promise. Then you land on the website. Chaotic layout, generic

spent on the product page and reduces returns. A video showing the product in

fonts, contradictory messages. In a matter of seconds, your brain registers an in-

motion, worn by real people, builds trust better than any textual description. Images

consistency. And inconsistency breeds mistrust. In fashion and sports, where brand

are not a cost, but the most powerful selling point you can have.

identity is part of the product itself, this inconsistency is lethal. You’re not just selling a shoe or a technical jacket: you’re selling belonging, aspiration, recognition.

Trust elements: without trust, you can’t sell

If the website doesn’t reflect that promise, the customer feels betrayed before even

A visitor who doesn’t trust you won’t buy from you. Trust elements are essential:

adding anything to their cart.

verified reviews, clear return policies, modern payment methods, visible security badges. Reviews with customer photos are particularly effective. Seeing the product

There is only one solution: absolute consistency.

worn by real people reduces uncertainty better than any description. Return poli-

• Same tone of voice on every page;

cies must be explained in the product description, not hidden in the footer. Modern

• Same colors, typography, visual hierarchy;

payment methods (Apple Pay, Google Pay, Klarna) are now expected standards, not

• Same narrative from the first click to the order confirmation email.

optional extras.

When every touchpoint communicates the same identity, the brand becomes credible. And credibility turns visitors into customers.

Where to start: the UX checklist that converts If your e-commerce site isn’t converting, the problem is rarely just one thing. It’s a

Mobile: where 70% of conversions take place

combination of friction points along the purchase path. The good news? 90% of the-

More than 70% of visits to e-commerce sites are made from smartphones, yet too

se problems are measurable and fixable. Start with an audit:

many brands continue to design with desktops in mind. Buttons that are too small,

• analyzes brand consistency;

confusing menus, checkouts that require five taps just to enter an address. The re-

• tests mobile flows;

sult? Mobile friction is a silent killer.

• measures website speed; • evaluates images;

A mobile experience that converts must be based on three elements:

• verifies trust elements.

• The optimized mini-cart must clearly show three things at a glance: product sum-

Identify bottlenecks and then take action methodically: one change at a time, one

mary, free shipping threshold, and delivery times.

test at a time. UX is not optimized through total restyling, but with continuous, da-

• Navigation should be designed for one-handed use, with large, thumb-friendly

ta-driven, conversion-oriented iterations.

clickable areas. • Checkout must be completed in less than 60 seconds. This is not an aspirational

Less traffic, more sales

target: it is the maximum time before attention wanes and the customer abandons

An e-commerce site that doesn’t sell doesn’t need more traffic, but rather to better

the process.

convert the traffic it already has. Better conversion means designing every element as part of a system that guides the customer toward a purchase without friction.

Three seconds to lose a customer

In today’s market, where attention spans are short and alternatives are just a click

A website that takes more than three seconds to load loses customers before they

away, the winner is whoever can turn visits into trust and trust into sales. Everything

even see the product. Slow loading is associated with poor infrastructure, and the-

else is just wasted traffic.

Ride On is a digital agency that combines strategy, marketing, and technology to support brands in the sports, lifestyle, and fashion sectors. It stands out for its collaborative and data-driven approach, supporting brands as a strategic partner and integrating expertise in e-commerce, marketing automation, and digital product development. The agency’s mission is to contribute to brand growth through relevant communication strategies, strong user relationships, optimized conversion processes, and tailor-made digital solutions. A certified partner of Shopify and Klaviyo, Ride On combines creativity, technology, and data analysis to generate concrete and measurable results, with the aim of attracting qualified traffic and promoting sustainable growth over time.

––

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“PLAY IT. WALK IT. WIN IT. CHANGE THE GAME.”

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MICAM FOR GAME CHANGERS 22-24 FEBBRAIO, 2026 FIERA MILANO RHO, ITALIA micam.it

- r U N

T H E

WO R L D -

In Bhutan, the “Switzerland of Asia” Running with our hearts racing due to the altitude and the many Tibetan flags that adorn streets and trails _text AND PHOTOS by Dino Bonelli

“D

ruk Yul” land of the Thunder Dragon, as the Bhutanese like

These are sacred buildings of

to call their country, and indeed the dragon appears be-

prayer and meditation, where

autiful and imposing on the national flag, between the yel-

the air, already rarefied in this

low triangle representing the monarchy and the orange triangle symbo-

“Switzerland of Asia” at an al-

lizing Buddhism.

titude of around 3,000 meters, seems even lighter. The tran-

High white walls support finely decorated wooden roofs, while doors,

scendence and mysticism of

balconies, and windows are carved and painted. These architectural

these religious buildings are

elements characterize the many Dzongs, centuries-old fortress-mo-

very strong, and can also be

nasteries that overlook and control the long, deep valleys of Bhutan

perceived in many other less

from their hilltops. These decorative elements are imposed by Driglam

obvious situations, and so-

namzha, a code of conduct that regulates, among other things, the

metimes even in the simplicity

traditional modern architecture of public and private buildings. In the

and goodness of the austere

same code, included in the Constitution to protect the environment, the

life led by its people.

government also undertakes to maintain at least 60% of the national

With

territory covered by forest. Confirming how real the policy of sustaina-

attention, we visit the stupas,

bility is in Bhutan, both in the sense that it was initially pursued by the

which are Buddhist monumen-

beloved King Jigme Khesar Namgyel Wangchuck himself and because

ts that preserve relics, com-

these actions are concrete and tangible, food production here is 100%

memorate important events,

organic.

and symbolize the enlighte-

silent

admiration

and

ned mind of Buddha, as well A giant Buddha stands out on the side of one of the mountains surroun-

as the forts and monasteries.

ding Thimphu, the country’s small capital, as if to protect it. Others of

However, we immediately ask

different sizes scattered everywhere are proof of how Bhutan is a global

our local guide, who accom-

stronghold of Vajrayana Buddhism. Most of these statues, which repro-

panies and instructs us, to

duce the many Buddhas with different names, positions, and sizes, are

speed things up a little so

found in temples that further embellish and spiritualize the monasteries.

that we can make up some precious minutes to invest in evening runs. Our mini group of five people is made up entirely of trail runners who love to run in any situation where possible. With the time gained here and there, we go out for an hour’s run almost every evening, even if the weather is never too kind. On a couple of occasions, with a warm sun peeking out from the ever-present gray clouds, we change our route and run in daylight. We run to stretch our legs after many hours on the bus, without a stopwatch and without a destination, with our hearts racing due to the altitude and almost always accompanied by the many Tibetan flags that adorn the roads and trails. Colored drapes of blue, white, red, green, and yellow, representing sky, air, fire, water, and earth, respectively. Banners that leave it to the wind to carry their prayers and blessings to all living beings that this breath will encounter.

––

On th e nex t num b er

we’ll go for a run among the pygmies of the Central African Republic

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