2025年全球跑步文化报告

Dear Friends and Colleagues, Running is more than a sport. It’s a culture – rich, diverse and constantly evolving.Understanding that culture is key to building meaningful connections between brands and themillions of people who lace up their shoes every day for reasons as varied as self-expression, At Redtorch, we believe in the power of data-led insight to decode what drives consumers andunlock growth for brands. As an independent Research and Creative Agency dedicated tomaking sport more relevant, we created SportOnSocial Global Running Culture to help brandssee the running world through the eyes of the runner – not the marketer. CEO, Co-Founder them with audience data to reveal how running culture differs globally – and what’s drivinginterest in each market. From Brazil’s tech-savvy runners who treat street races and social appslike Strava as part of the experience to community-driven crews blending competition with development of the running industry and to welcome the global viewpoint of World Athletics.Whether you're a brand, retailer, federation or event, we hope it helps you better understand –and better serve – today’s runners. Methodology Search trends and culturalsignals Measuring brand visibility in search How does it work? The proportion of searches that included brand or product mentionswithin our running keyword clusters were analysed to understandwhich brands crop up most frequently in searches around running. To identify trends from the past 12 months, we analysed globalsearch behaviour for ‘running’between June 2024 and May 2025and compared it with the same period over the previous five years. Google holds over 90% of the global search enginemarket share and serves nearly 4 billion users worldwide. Nike running shoes, adidas Duramo Speed) and calculated eachbrand’s share of visibility – the percentage of total brand-related searchvolume they occupied within each market. The analysis focuses on anyone searching for “running” – from Trends and Baidu Index data to track running-relatedsearch terms, topics and queries across platforms andcultures. avid runners to the running-curious – across 10 key marketsidentified through Global Web Index as having the highest interestin running globally: Brazil, China, France, Germany, India, Japan, distinguishing between brand-led queries (e.g. "Nike running shoes")and product-led queries (e.g. "adidas Duramo Speed") to revealwhether audiences are driven by overall brand affinity or specific from training and performance to lifestyle, wellness,events and gear – to reflect the full spectrum of runninginterest. These clusters not only capture functionalbehaviours but surface cultural signals through the The analysis uses both top and rising searches to explore globalinterest in running. Top searches show consistently high-volume terms, while rising searches reveal fast-growing queries that signalemerging behaviours and shifts in attention. dynamics. Brand inclusion was based on visibility within each market’stop searches and searches with the most YoY growth ('rising'searches) so the mix and volume of brands naturally varies – onlythose meeting the visibility threshold in each market were featured. than a physical activity – shaped by motivation, barriers and video vox pops from runners around the world. These clips share firsthand perspectives from everydayrunners, capturing local behaviours and cultural trendsthat add depth and human context to the report’s context. By connecting search behaviour with cultural context, thisresearch identifies what drives interest in running and distinguishesbetween passive content consumers and active participants. the conversation, and how they’re being discovered and recalled byrunning audiences. Worldwide Product/Brand-led Markets Globally, brand visibility is 73% brand-led and 27%product-led. All markets gain most of their visibilitythrough brand names, with a smaller proportion Brand-led= searches for generic brand names,e.g. Nike, Nike Store etcProduct-led= searches for specific products,e.g. Nike Pegasus 41 Germany and France are the most brand-focusedmarkets–83% of visibility comes from generic brand searches. Nike leads in both, especially in Francewhere it accounts for half of all visibility, driven bysearches for Nike, Nike Running and Nike Store. for ASICS Novablast 4(France) and Nike Pegasus 41(Germany). 31% of all visibility driven by flagship products. Brand still leads overall, but a wide range of Nike, ASICS,adidas and New Balance running shoes play asignificant role in search interest and overall visibility. Global Share of Visibility Global running visibility is 73% brand-led, yet a solid 27% of attention is now in model-specificsearches. As high-quality products become talking points among runners, brand loyalty isgiving way to product-led discovery. For example, conversations around standout shoes (not Nike tops global visibility, fuelled largely by master-brand se