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UK Insights

Europe on the Run

Marie Dollé

Digital manager and head of content

Health 18.05.2017 / 09:00


Cracking the data on this growing fitness trend

Color Runs, Mud Days, Marathons, 5Ks, Fun Runs … you name it, if it involves running, Europeans are onboard. This growing infatuation comes on the heels (no pun intended) of a running resurrection of sorts. The advent of “running shoes” in the late 70s and the marketing blitz that followed, created the first mainstream adoption of running as a sport/hobby/leisure activity. While it never fully disappeared by any means, it lost momentum and caché in the 90s. Now, the 21st century has dusted off the idea and reenergized it with a serious dose of creativity and technology.

Running _1

Brands like Nike and Adidas have completely redefined their marketing and tech-based product offerings to engage their customers on social media and attract them to their communities. In fact, Nike launched its own social network called Nike+ to forward its evolving fitness ambitions.

Running _2

In short, Running is trending in Europe, so we dug into our data from France, Spain, Germany, and Great Britain to learn more.

Running _3

Source : Kantar Media

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