Core Insights - The article discusses the third wave of running popularity driven by Generation Z, highlighting their enthusiasm for making the sport more fashionable, social, and diverse [1][2] - The number of participants in running events, particularly the London Marathon, has surged, with over 1.1 million registrations for the 2026 event, nearly double the number from two years ago [1] - The demographic of runners is becoming younger and more diverse, with over one-third of participants in the UK aged between 18 and 29 [1] Group 1: Growth of Running Popularity - The current running boom is characterized by a significant increase in participation, with a record number of over 1.1 million people registered for the 2026 London Marathon [1] - The gender ratio among participants is nearly equal for the first time, indicating a shift towards inclusivity in the sport [1] - The increase in runners in England is largely driven by women, with a reported rise of 349,000 female runners from 2023 to 2024 [1][2] Group 2: Influence of Generation Z - Generation Z is reshaping the running landscape, with their preferences for community and mental health awareness influencing their participation [2] - The article notes that running is seen as a more effective way to alleviate depression compared to medication, resonating with the mental health focus of this generation [2] - The emergence of new running clubs that foster a sense of community is contributing to the growth of running among younger demographics [2] Group 3: Marketing and Fashion Trends - Brands are recognizing the willingness of women to invest in high-quality, aesthetically pleasing running gear, which is driving sales and participation [2] - Influential female bloggers and social media personalities are attracting more young women to the sport, creating a network that encourages participation [2] - The integration of fashion into running gear is making the sport more appealing to a broader audience, particularly among younger consumers [2]