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At the Italian Running Festival, we presented our new report “Modern Runners in Europe: how the customer journey is evolving”, based on research conducted across five European markets. The findings reveal today’s runner as a hybrid, informed, and connected consumer, someone who is no longer just seeking a brand, but a lifestyle. Local communities are emerging as cultural hubs, word-of-mouth is as powerful as paid campaigns, and product specificity often outweighs brand recognition.

Running is becoming a form of self-expression and a social phenomenon. Phygital events, limited-edition collections, resale platforms, and collaborations with artists are shaping a new market language. In this context, e-commerce is only the starting point: around it, brands must build a consistent, integrated omnichannel ecosystem that supports runners at every stage of their journey.

At the 2025 Netcomm Forum, we presented the report “Digital Retail for E-commerce: challenges to tackle to maximise results in the digital channel”. An in-depth analysis exploring current dynamics in digital retail, offering concrete strategies to maximise the performance of digital channels. This document draws on our extensive experience in managing and growing an online business. It is designed for brands seeking to enhance their digital presence and foster lasting, meaningful relationships with their customers.

Among the key challenges highlighted in the report, managing margins and operational costs calls for a strategic, optimisation-driven approach to the entire digital ecosystem. In this context, the Retail Manager plays a pivotal role in stock control, assortment planning, and forecasting, to increase sales and reduce tied-up capital. At the same time, marketplaces are evolving from simple sales channels into powerful levers for brand visibility, requiring strategic integration with e-commerce through differentiated pricing and catalogue policies that prevent cannibalisation and enhance brand value.