Running isn’t just about fitness — these 8 products are shaping the new look of run clubs

Nike has faced competition from brands like Hoka and On Running over the past few years. But “when it comes to where the prestige is and what people wear on podiums, Nike still dominates,” Michael Mazarra, the CEO of Half Marathon Guide, told Business Insider.

He called out the Nike Alphafly ($285) and Vaporfly ($260), which are carbon-plated and designed to give runners a leg up in speed. Because of their price, Mazarra said a lot of people will do their training runs in them, even though they’re not designed to be worn every day. “You start to see people do their recovery runs in Vaporflys because it’s kind of a status symbol that you paid $250 or $300 for,” he said.

Reneé Noe, a running influencer who started the Noe Bad Vibes running club for women, said she sees AlphaFlys a lot, too. But she said Hoka shoes like the Mach X ($190) — which use a lighter-weight polymer plate to assist with speed — continue to be fan favorites due to their comfort and more reasonable price point.

Bandit is the cool kid on the block

Ciele’s GOCaps ($50-$95) are popular for their breathability, sleek design, and wide range of colors. They blew up in popularity in the last few years; in 2021, they were dubbed as some of the most iconic running hats by Believe in the Run, a running media company.

But Mazarra has seen other brands become status symbols too, like similarly striking On Running hats ($45) and athlete Nick Bare’s “Go One More” line ($30) (which includes a 2023 Ciele collaboration).

SPIbelt had a great marketing run

When it comes to sustenance, Noe said Gu and Honey Stinger are still the go-tos she sees everywhere. Honey Stinger’s Energy Waffles are particular fan favorites, because “it feels like actual food,” she said.

But Maurten energy gel ($43 for 12 gels), flavorless and more expensive than its competitors, is going to make a splash this year, Mazarra said. It’s the gel famously used by long-distance runner Eliud Kipchoge when he broke a sub-2-hour marathon record in 2019. (Kipchoge is currently sponsored by Maurten).

Mazarra said many professional runners like Maurten because it doesn’t contain colorants or preservatives that could upset your stomach.

Lululemon remains a favorite

According to Noe, Garmin remains one of the most popular sports watches for a reason. “Garmin is so exact,” she said, calling out the Venu 3S ($450) as one of the best models because of its long battery life.

Mazarra said COROS watches like the Pace 3 ($230) are starting to seriously compete with Garmin, partly due to sponsoring top athletes like Kipchoge. “It’s a little bit more of a status symbol because COROS also has this pretty sleek heart rate monitor,” he said. But as far as the technology goes, he said running in Garmin and COROS is “actually quite similar.”

Oakley is breaking into the running market

Mazarra said Goodr sunglasses are popular because they cost around $25 and reliably stay on your face without sliding.

Noe said Oakley’s aviator-style options like the Sutro Lite ($202) offer bigger frames that cover more of your face, as well as frames that wrap around more for extra security. While they’re “on the pricey end,” she said they’re solid, high-quality glasses that keep you from getting sun-tired.