About two years ago I posed a question to my Instagram audience to get a feel for which running brands are marketing themselves as distinct and differentiable. It’s a way to test my own perceptions and see if they hold up against that of the community but also, a data point for the rest of you looking to keep your finger on the pulse of an industry evolving at light speed. Which brands are most salient? Which stand out? Which are communicating a narrative well (at all)? The poll sought to get a sense for which running brands are expressing an identity that is immediately recognizable.
Here are the results of that original poll two years ago:
At that time we saw Tracksmith stand out for their distinct soft-lit aesthetic with a New England feel. They often expressed the brand so simply yet powerfully that they captured it in a single-clip film.
Coming up behind them was a new (to many) brand called Satisfy followed by bigger players like Hoka, Nike and On. It was noteworthy for me at the time that two small brands were on top of this list. That seems so obvious now.
Last week I decided to check-in on this perception to see how things have evolved in the mind of the consumer. Who is rising? Who is falling? What conclusions can we draw two years later?
Here is the latest as of October 2025:
Here’s an animation of the graphs evolving. I found myself watching this many times over.
The vote tally for many is far too low of a sample size to be significant (1 vs 2) but here are some observations I could draw:
First and most obviously, Satisfy made a huge jump. In the last two years they’ve added footwear and their awareness is growing. They’ve always been in a league of their own from an identity standpoint but are now far more well known.
Second, Tracksmith is drifting back to the pack. Despite far more responses on this latest survey they got half as many mentions. From my POV there has been a noticeable drop in their content specifically. It just doesn’t have the depth of emotion or quite the same feel we are used to from them. I don’t know that it’s all bad, perhaps they are evolving their ethos which may have become a bit tired over the past 10 years. That transition takes time. Also, competition is up. They’re far from the only independent running brand anymore.
Norda and Bandit have shown up. Neither were mentioned at all two years ago but now they have an established presence.
“Nobody” got two mentions. The prevalent notion of the “sea of sameness” gets a vote. Many brands take solace in the safety of replicating what has worked for others. I’ll call it a couple votes for “meh”.
There are a LOT of players on the board this time around. Look at the wide range of responses. It’s incredible. The nichification of brands is real and being distinct is more important than ever.
What does this look like in another two years?
Is this peak?
Will macroeconomic conditions lead to LESS brands on this chart?
Which factors have been impacting this evolution?
Which new factors will come into play?
As always let me know your thoughts.
What do you draw from this?
What is your take?
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