"I had to blink the first time I landed on the product page for the Nike ACG Ultrafly Trail. I'd seen lots of promotional assets ahead of the release (see here and here), where the trainer is caked with mud. But in the end, it's hi-vis orange - and like any other brand-new shoe, being sold without a stain or scratch."
"As I reported last year from the foothills of Chamonix, on scene for Ultra-Trail du Mont-Blanc (UTMB), trail running has absolutely exploded in recent years. Last year's State of Trail Running report detailed 12% year-over-year growth since 2010, fueling a now-$20-billion sector. There are nearly 15 million trail runners around the world, and that number is only going up. How did we get here? It's an inevitable tributary of the larger running boom."
The Nike ACG Ultrafly Trail appears on product pages as pristine hi-vis orange despite promotional imagery showing mud-caked examples, creating consumer desire for weathered, used-looking shoes. Brands such as Satisfy and Nnormal are embracing a weather-beaten trainer aesthetic that aligns with rising trail running popularity. Trail running has grown roughly 12% year-over-year since 2010, creating an approximately $20-billion sector with nearly 15 million participants worldwide. Growth is driven by platforms like AllTrails and Strava, improved GPS watches, FKTs, influencers, and a cultural shift toward outdoor running as people seek relief from burnout and benefit from better gear and tech.
Read at InsideHook
Unable to calculate read time
Collection
[
|
...
]