Brands build loyalty via running clubs, rides

Sportswear brands are building customer loyalty by creating real-world communities through running clubs and group rides. Amid economic challenges in 2025, companies like On, Adidas, Rapha, and Lululemon are prioritizing in-person experiences over traditional advertising to foster deeper customer connections. These initiatives, including in-store studios and organized events, reflect a shift towards mutual support and authentic engagement, moving beyond simple loyalty programs.