The evolution of the modern runner in Italy
-
Modern runners are performance artists
Today in Italy, more and more runners come from creative backgrounds, breaking the traditional “sport = performance” paradigm. It’s not just running for the sake of it, but also socializing, events, culture, and much more. With an increasing blend between the physical and digital worlds.
-
Running is the new #NightOut
Today, going for a run also means going out and experiencing social activities. In this new landscape, the digital world plays a key role at every stage: from discovering products to participating in community events.
-
Brand-Runner Interaction
The modern runner discovers, tests, and interacts with brands in an omnichannel manner. 70% of sports brands have implemented the so-called "ecosystem economy," committing to providing omnichannel experiences to the end consumer, never focusing solely on individual independent channels.
