We are a research-led, creative agency focused on the impact that movement, nature, sport and nutrition have on wellbeing.
Trail running is changing. As Gen Z hit the trails in record numbers, they’re reshaping the sport into something bigger and bolder. Moreover, it has become more meaningful. THE NEW TRAIL explores how a generation is transforming trail from niche pursuit into a cultural movement. It also outlines the opportunities in it for brands.
In our report: NEXT GEN TRAIL: Discover why Gen Z are flocking to trail. Learn how they’re driving its incredible growth. EMBODIED EMOTION: Hear from Gen Z runners on why trail isn’t just about competition. It’s about emotion. CONNECTION FOUND: How trail running is reconnecting a generation to the natural world. SOFT ADVENTURE: A new way into sport for a generation craving adventure. It is easy, accessible, and fun. WILD SPIRIT: The unique culture and mindset, that’s off the trail as much as on it. PLAYING OUT: A new hybrid emerges as Gen Z rewrite the rules on what trail is where you can find it.
PLUS contributions from: NNormal CEO Sito Luís Salas on inspiring the next generation through shared purpose. SATISFY’s Tommy Hubert on creating luxury through care, and why Gen Z want meaning. Eat Clean Run Dirty founder Jessica Vandenbush on trail culture at a crossroads. Alpine Run Project’s John McAvoy on breaking down barriers for young urban runners. Photographer Nathan Phua documents what happens when Alpine Run Project meets Nike ACG meetr Chamonix’s Vertical Kilometre.
Six trends. One movement. This is Common Ground.
