Running hits the mainstream, but who's buying?

As Zara borrows the design language of boutique running brands, I ponder who actually cares about their Athleticz range, and who it's for. Plus: get some stickers!

Last week, Zara released their new Athleticz range, which included a lot of running apparel. It’s not strange for a lifestyle apparel company to design sportswear. I wrote about 3sixteen last year, and how the New York denim and men’s lifestyle brand’s move into high-end running gear fits the brand’s 360° ethos perfectly, for instance.

The uproar came as people noticed how the Spanish multinational has stolen (all of??) their designs from other brands, with British racing specialists Soar a big victim. It seemed like an unnecessary tactic from a fast fashion business that pulls in $29 billion in revenue.

Spot the difference between the Soar running cap and the Zara running cap. Yes, they’ve ripped off the goddamned logo.

The difference here is that at $30 for t-shirt, rather than $100, Zara’s gear is much more affordable than anything from 3Sixteen or Soa…