What’s fascinating about Nike starting all these running crews is that when they disinvested, the whole movement really took off and laid the seeds for their current woes! A fascinating little case study of how “community” (in quotes when it’s founded by a brand) can take on a life of its own.
Nike didn’t found those run crews, they existed, just not at the global level. I’d be curious to hear from those members who were around in 2013, what it was like when the money flowed in.
I always got a kick out of Bridge The Gap, cause I enjoyed the people personally, but they were all fighting for brand dollars, endlessly, which at some point in just like, “can we just go running already?”
From what I have heard (have been doing some history on this) a lot of crews were founded by folks who were Nike Run Club leads and then when that money went away started their own.
I think both things are true, because of how many crew there are and how much money was flowing!
Run Dem Crew, Berlin Braves, Patta, Paris Run Club, we Run uptown, I think these existed and Nike invested. At the same time they spun up Nike Run Club out of the stores. Those events were super successful and incredibly expensive. They pulled in lots of people who we now know as leaders across the running world. Take The Bridge for instance, Darcy was an NRC coach and when Nike stopped funding she just continued on to build her own thing.
Maybe I’m cynical but I’m not sure the cultures can co-exist. As soon as brands get involved, communities become commodities, and runners become “economic units” as Logan Roy would say.
I think it's the same as wanting a pair of shoes that late 1000km. There are always compromises to be made if you want the perfect situation, which means it's then perfect for neither.
Just been doing some research. This article suggests Saucony is no longer a sponsor... the quote being: “Over the past few days, we’ve listened closely to concerns from the community about our sponsorship of the Jerusalem Marathon, and after thoughtful consideration we have made our decision to step back from our sponsorship position.
“Our priority is and will always be the running community. We remain committed to finding ways around the world to bring people together through running.”
It took pretty universal (and united) condemnation from the London crews for that to happen. Surprising it didn't get coverage beyond the Hackney Citizen (absolutely no offense to the Citizen).
What’s fascinating about Nike starting all these running crews is that when they disinvested, the whole movement really took off and laid the seeds for their current woes! A fascinating little case study of how “community” (in quotes when it’s founded by a brand) can take on a life of its own.
So real! They popularized the run crew and the community took over. Good guy Nike?
Good guy, Nike, or did they miss the opportunity of being involved when the moment was biggest? 😂
A while back in my early running, I was awed by Athletics West … Nike sponsored.
Nike didn’t found those run crews, they existed, just not at the global level. I’d be curious to hear from those members who were around in 2013, what it was like when the money flowed in.
I always got a kick out of Bridge The Gap, cause I enjoyed the people personally, but they were all fighting for brand dollars, endlessly, which at some point in just like, “can we just go running already?”
From what I have heard (have been doing some history on this) a lot of crews were founded by folks who were Nike Run Club leads and then when that money went away started their own.
I think both things are true, because of how many crew there are and how much money was flowing!
Run Dem Crew, Berlin Braves, Patta, Paris Run Club, we Run uptown, I think these existed and Nike invested. At the same time they spun up Nike Run Club out of the stores. Those events were super successful and incredibly expensive. They pulled in lots of people who we now know as leaders across the running world. Take The Bridge for instance, Darcy was an NRC coach and when Nike stopped funding she just continued on to build her own thing.
Yes, I would say it's more complex than a simple binary of before/after, but the investment was definitely real and we know the effects long lasting.
Spot on.
Maybe I’m cynical but I’m not sure the cultures can co-exist. As soon as brands get involved, communities become commodities, and runners become “economic units” as Logan Roy would say.
I think it's the same as wanting a pair of shoes that late 1000km. There are always compromises to be made if you want the perfect situation, which means it's then perfect for neither.
J’agree 100%.
Why is Saucony's sponsoring of the Jerusalem marathon not getting more coverage? Seems shocking to me with a route such as that...
Just been doing some research. This article suggests Saucony is no longer a sponsor... the quote being: “Over the past few days, we’ve listened closely to concerns from the community about our sponsorship of the Jerusalem Marathon, and after thoughtful consideration we have made our decision to step back from our sponsorship position.
“Our priority is and will always be the running community. We remain committed to finding ways around the world to bring people together through running.”
https://www.hackneycitizen.co.uk/2025/09/22/clubs-boycott-saucony-run-shoreditch-10km-event-sponsors-links-israel/
It took pretty universal (and united) condemnation from the London crews for that to happen. Surprising it didn't get coverage beyond the Hackney Citizen (absolutely no offense to the Citizen).
Awwww. Richard is an old friend who I know through running in Toronto! So good to read his thoughts here.