Why we should expect more from running brands

We’re in a new age of conscious consumerism where the options available are as vast as they are varied. I speak to Matt Niutta of Fractel Running about using hats in the revolution

I’m a big fan of brands.

I don’t know if this is to do with being a Millennial, or just being a human living through this (everlasting) late-stage of capitalism, but I identify with brands.

I’m a Nike guy, for instance. Even though I lived through the unresolved sweatshop scandal of the ‘90s and the more recent scandals of reducing pregnant Olympians’ sponsorship deals (yes, plural), the incredible Just Do It-ness seeped indelibly into my brain. Now, seeing that dark Swoosh on my retro Nike Air Pegasus 83s (white) is the little dopamine hit I need whenever I pull them on.

I also firmly believe in conscious consumerism. For me, that involves:

1. Purchasing fewer items

2. Purchasing higher quality items

3. Purchasing from companies that reflect my views

All of us think about being that kind of consumer, don’t we? But have we all boycotted Nike? Even though we know all about the company’s unsavory acts? No. If anything, amateur/enthusiast runners still hold that dream of formally representing Nike. We w…