My first time at The Running Event

I flew all the way from Los Angeles to Austin, Texas to look at shoes and talk to people about running...

What is The Running Event? It’s a trade show where all the running brands converge upon Austin Convention Center to show off their new products for the next 12 months, and see what running stores want to stock them. Intriguingly, the event has grown with The Running Boom, however.

I traveled to Austin a few times in my old life as a music journalist for South By Southwest festival. It was fun — a highlight of my year — so I was really curious to see if TRE could act as a replacement.

Semi-serious trade business, panel events, and miscellaneous networking during the day, but then barbecue-fueled parties in the evening. All with like-minded people who live and breathe running.

I’m pleased but thoroughly exhausted to say that I was correct. Exhausted partly because of the thousand branded runs in the mornings. Never had triple run days at SXSW.

Anyway, here are a few of the coolest things that I noticed during my three jam-packed days in Texas.

The Loop Running Supply

A lot is made (by people like me) of the third wave of multi-brand running stores that’s upon us. In The Loop Running Supply, Austin has had its own for almost seven years now, and having focused on this topic a fair amount this year (Interval, Progress, LSD) you know that I always like to look for what makes the shop different.

I walked across the city early on Tuesday so that I might have the store to myself for a moment, but I misunderstood what a carnival of celebration The Running Event is. There were two dozen other folk at opening, and another two dozen walked in soon after.

What I noticed is that while The Loop carries the same high-end brands as every other third wave stores, The Loop makes merchandise using those brands, and it’s really cool. Want a Nike t-shirt? They’ve got a Loop-branded one. A Ciele hat? A Loop-branded one is available. Satisfy muscle vest? Pick one up while you can.

It’s a really cool way for people to satiate their never-ending running-related purchasing needs while also supporting a small business.

Plus they were burning a scented candle by the cash register. It’s a small detail, but small details are exactly the kind of thing that I like.

Satisfy Running

Such was the demand to see what Satisfy were selling, they had staff on the door to their booth, limiting how many people could get in. To say they were the hottest brand at TRE is an understatement, but they were also one of the friendliest. Add to that the Parisians’ new shoe is a masterpiece in detail and development and it’s clear that Satisfy Running walks the walk whether you like it or not.

Bandit Running

I would say the other hot brand is New York’s Bandit Running. Co-Founder and chief designer, Ardith Singh had set up her mood board of runway looks and color aesthetics along with next season’s products. It was a really gentle and expressive way of visually identifying her design journey.

And that green and pink colorway is sick. I’ll take two.

Bandit Running chief designer Ardith Singh’s mood board at The Running Event

Nnormal Kboix 1

When I saw the Nnormal Kboix modular trail shoe up close, I knew that it could be a gamechanger. The midsole and insole can be changed for a fraction of the price of a new pair of shoes.

When you consider that the main reason to get a new pair of running shoes is when the midsole stops giving your joints the cushioning they crave, it’s a big deal. It’s cheaper for consumers, and environmentally it leads to less waste. Plus from a business standpoint, it locks customers into the holy grail of a subscription model.

Is it good, though? Killian Jornet helped design it, and tested it across some of those mountains he likes to run across. I believe in this shoe.

Nike

The ups and downs of Nike in the running world have been documented hard this year, but the Swoosh is undeniable. It is ubiquitous.

First, they snagged the most prime real estate closest to the Convention Centre for their homebase, and had those striking ads inside, on their booth. They also hosted a run with The Loop, and had a rad closing party. Everything you’d expect from a giant, they delivered. No notes.

And because there’s so much construction in Austin, there are a lot of orange cones peppering the streets. Even they felt like they’d been put there by Nike.

Nike at TRE: a photographer clambering onto the Nike RUN van; me and that slogan; the Nike RUN van being dismantled.

Has Nike’s flame dulled? Perhaps, but I think it just needs a little oxygen and they’ll be back on top, burning as brightly as ever.

New York City turned up

There was this wicked moment when I bumped into real New York running royalty. Thai Richards, Jessie Zapo, and Mike Saes. That’s history right there. As someone who hasn’t been to NYC anywhere near as many times as I would’ve liked, getting the chance to just bump into these legends was so cool. It was a real wow moment.

Hold tight and I might publish a feature with the man who invented run crews (he’s in this photo) on Wednesday. What a Thanksgiving treat that would be.

Thai Richards, Jessie Zapo, and Mike Saes on 3rd & Trinity, Austin, TX

On a personal note, it was magical to get to hang out with people who I normally only speak to via email or on Instagram. Meeting

Matt Trappe

on the day he went viral was hilarious. Finally seeing the Run Tri Bike guys IRL was a great moment. Spending some serious time with Michael Mazzara of Rogue Expeditions was a hoot.

I’ll be taking no more questions on my fashion sense.

There were others that I also spent quality time with, like Simon Freeman from

Like the Wind Magazine

, and Katie Douglas from

running wylder

, but my camera wasn’t working for various reasons. I’ll get ‘em next year.

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Thanks for reading
- Raz