Meet the 21yr-old telling the story of the world's 4th biggest nation through a running brand

Leaning into telling the story of Indonesia has informed Beyond Running's product development in such a way that they might have cornered a rapidly expanding market

We all have the same internet. Whether you’re in London, Los Angeles, Buenos Aires, or Nairobi, we have access to the same internet. When a quartet of Gen Z runners in Jakarta saw the likes of Bandit and Satisfy peddling their nouveau wares online, they decided that they could do that as well.

Earlier this year I wrote about the problem with having to spend a month’s salary on a pair of running shoes if you live in a country like Bangladesh. It’s different in Indonesia, which is 50% more populous, with a median salary three times that of Bangladesh, in an economy that’s growing at an impressive 5% per year. Opportunity knocks.

Beyond regional representation, though, you may well ask why we need another Bandit or Satisfy. That’s what I found out while talking to Beyond co-founder Nizar Alaydrus.

While those brands – leading the running industry’s new wave of fashionable challenger titl…