In Gamba
Athletic brands commit to community-building among amateur athletes.
18.1 million runners registered for a race in 2018 in the U.S. But beyond the racing athletes, there are as many as 60 million runners and 47 million cyclists in the U.S. who find joy in their chosen sport, even with no finish line in sight. Some brands are helping these aficionados connect and bond as a community, not competitors.
Tracksmith, a Boston brand, takes an anti-Nike approach: they cultivate a runners-only community by producing timeless gear that doesn’t make runners “look like power rangers.” Swiss running gear brand On sponsors the Marais Running Club, which started a movement promoting running “without stressing over performance.” Members run with no tracking wearables: they’re comfortably amateur. The Loop Running Supply Company, a store created by and for the running community in Austin TX, hosts events and runs that allow participants to share energy and experiences in a close-knit club. João Correia, a former pro cyclist, founded inGamba (derived from the Italian phrase “on legs,” which is used figuratively to mean strong and capable), a cycle-touring company. Instead of racing, the “spokes people” enjoy cutting-edge gear, food and wine, culture, and beautiful landscapes while riding together. The community supports initiatives that aid poverty relief in developing countries with comprehensive bicycle distribution programs.
“You really need to have more of a grassroots approach in the beginning. There is no way a brand like ours could exist long term if you skip that first step,” said co-founder and CEO of Tracksmith Matt Taylor.