Running Supply #84: We Need To Make It Harder To Start Running Brands, And A Beautiful New Store

First it was podcasts, then it was streetwear, now they’ve found running. We need to raise the barrier to entry, or at least have a good friend ask the question “Why are you starting this brand?"

Jun 17, 2026

First it was podcasts, then it was streetwear, now they’ve found running. We need to raise the barrier to entry, or at least have a good friend ask the question, “Why are you starting this brand?”

This one is long, you may need to click the title to read it online otherwise you’ll miss some good bits below.

Welcome back to Running Supply’s weekly roundup of everything going on in running x fashion, culture, and occasionally actual running. I’m nearly at 6,000 subscribers here, which is arbitrary, but forward this to some friends who might like it! I’m reticent to do anything to grow this outside of word of mouth and Substack Notes since I hate promo.

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Lee Glandorf, Katherine Douglas, and I will be running back The Rec Room in NYC for the marathon this Fall. If you have some leads on how we could get Substack Team involved, let me know! Reply here or email contact@running.supply.

Quick Hits

Cape Town is now a World Major. Interested to hear what the popup scene is like there. 2025 was a bit of a doozy, cancelled at the last minute with many runners out flight and travel. Racing can be really expensive.
Nike Radical Airflow is back in stock June 20. The Radical Airflow shirt is coming back in stock along with a singlet, cap, bucket hat, and even colors. Not sure black is the move for a top to reduce heat, but it looks darn cool.
If you’re in the Northeast, check where Tracksmith’s Envoy is at during their summer race series. They’re stocking some vintage (not mine but it’s cool) and have demo shoes.
Simeon Birnbaum (Diadora NIL) of Oregon lifted the NCAA Mile record holder curse by winning the men’s 1500m by over a second. Like not even close. Maybe his secret was bicarb.
On a somber note, runner, artist, and musican Ciaran O’Lionaird passed away last week. I don’t have much to add beyond being lucky enough to meet him. He was loved by many.

ICYMI

Running Supply #82: Performance Running Has Fully Hit Streetwear Stores

Cole Townsend

Jun 10

Running Supply #82: Performance Running Has Fully Hit Streetwear Stores

Running is entering streetwear stores as a core category. Kith, Extra Butter, Notre, Concepts, END are all stocking performance running gear alongside their usual lifestyle curation. While running as lifestyle isn’t a new concept, especially not to running brands, it’s the first time I’ve seen wider adoption of high end, niche running brands by stores t…

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There Are Too Many (Men’s) Running Brands

The barrier to starting a running brand is so low now. I’ve said this so many times, but it feels like the streetwear boom during COVID where everyone decided start their own brand. Content creators seem to slap a logo on some blank tees or singlets with more thought behind the marketing than the gear itself.

SOAPBOX

We don’t need more brands pumping out the same stuff. There are too many just ripping off the popular silhouettes of everyone else, while in their brand manifesto is claiming to be unique. Either be unique or own that you’re basically ZARA.

It doesn’t matter if it’s a unique product solving even just one specific problem, or unique art that appeals to your flavor. But the amount of new brands popping up in the activewear space with next to no mission, the same Instagram grid of edgy looking runners is driving me insane.

Most of these brands fizzle out after a couple years and best, or at worst are just drop shipping gear and have 0 customer support. Some unfortunately hit the unlock on content and get huge.

Alternative Ways And Means For Pro Runners

It’s hard enough to “make it” and land a contract. Sam Parsons knows this as well as any of the great-but-not-the-best “middle class” pro runners. They’re generally not making Worlds Teams. They might be on a small contract with a tight leash and some hefty performance bonuses. Most of them are barely enough to pay rent, especially if you have a rough year. Faves.xyz just relaunched their website, and I got into the weeds with Sam last week about how it works. The why behind it was clear: how can we close the gap between running content creators and pros? For professional runners, their value to a brand is a function of your impact be it performance or otherwise. Tinman Elite was one of the first groups to really nail that—anchored by Drew Hunter and Sam, they created something larger than the sum of parts with dedicated content. The Faves platform is aiming to help professional athletes build their business as athletes by connecting them with secondary sponsors to take advantage of their limited years “in business.”

In a similar vein, Jonathan Levitt is working on Trail House to help unsponsored athletes go pro in trail running. It’s a 14-month program: financial support from sponsors, a dedicated coach, structured development. Most talented trail runners never get signed because they fall below the radar of traditional sponsorship teams. Trail House aims to bridge that gap by pairing athletes with actual resources instead of hoping a brand notices them. He even cited Tinman Elite as inspiration.

Recent and Upcoming News

Routine Pleasure Just Opened

Routine Pleasure is a new concept outdoor store that opened up in Woodstock, NY this week. While known for the iconic concert in 1969, Woodstock is also the gateway to the Catskill Mountains in Upstate New York.

They’re bringing the same energy of elevated running boutique to the sporting goods store, a 4th wave REI if you will. The store is broken down into “slow” and “fast” activities: gardening, fly fishing, snowshoeing, hiking but also cycling and trail running.

The overall vibe feels very homey, and literally looks like someone’s upstate summer house. Warm wood interior, plush carpeting (carpeting is back!!) and hand painted tiles. It pulls from as much from the arts-and-crafts history of the town as much as the outdoor pursuits people there seek.

For me feels adjacent to the vibe of Bode or William Ellery in the best way.

Viral Instagram Reels From Fleet Feet?

Fleet Feet Davenport dropped a new Instagram series that’s actually good. I recently wrote about how it’s important for long time “legacy” runners to share their experience. This is educational content from actual running industry experts, meeting the new gen of runners. This one is trying to reach millennials and Gen Z with actual fit advice and expertise, not just photos of the latest thing in stock. I like this move, and it’s coming out of Fleet Feet Davenport of all places. Please do more of these.

Joggy Run Had Me Shaking My Head

Outdoor Voices new Joggy Run line looks pretty rough. OV has always straddled the performance-lifestyle line, but this feels like they lost the thread entirely. The aesthetic reminds me of Target 90s, the silhouettes don’t seem functional, and I have no idea who the audience is. At best, they bucked the cool-girl all black or muted earth tone trend. Their men’s side from this collection was so uninspired. This reads very “we need to make something” vs “how can we do this the OV way.”

Tracksmith’s Summer Line Has A Button Up

Finally here – I think I begged for a OCBD forever ago. As part of their summer collection Tracksmith released a linen blend button up (women’s). I could easily see them having their own prep clothing line. They’ve experimented with a blazer in the past which might have hit the market before we were ready. They’re leaning into prep and I’m about it. I can feel the marketing story here. It’s a summer day on the Cape, we’re running, my friend has a boat, we’re hopping in the water. No serious training yet.

Made of Japanese performance linen and Coolmax poly blend. The latter helps it dry better, as linen, while breathable, tends to retain moisture. Yes you can run in it. Although I probably wouldn’t wear this at 11 AM on an 80 degree day in New England.

First image, how you find me at 11:59 pm writing this. $165 for the shirt

SOAR Summer 2026

SOAR is always making something interesting or super technical or both. Their latest summer capsule is here with some fresh hot weather ready tops, refreshed zip trail shirts, their trail vest with curved bottles, and, you guessed it, Japanese selvedge denim. I can’t afford them but maybe you can, because they look lovely and I’m sure fit great.

The vest has a glowing review on the site, citing that the curved bottle design takes some load off the chest, putting it more to the side, allowing for a more natural running posture.

I love how they shot this denim using their white sheer mesh singlet as a top.

On x PAF Cloudboom Volt Coming June 25

On’s worked with PAF before on some clothing, and previously a handful of silhouettes. I love the PAF refined design language. Curving overlapped panelling, natural abstract shapes, texture in monochrome. Seemingly coming soon going off On’s website, but available now at Nordstrom. At $280, it’s a full $200 premium on the original model.

Salomon x Field Mag Creator Retreat

Salomon partnered with Field Mag for a creator retreat in Upstate New York. Funny enough I was just writing about renaissance runners — runners as artists, creators, not just athletes. That’s always been the case, but it’s great to see them get platformed. It was designed specifically to give artists space to make stuff and be around each other. It wasn’t super online, there were no live IGs or even expectation of Instagram posts. Kudos to Drew Hartman for organizing this via Salomon and getting some great artists in the same room.