Athletes Who Win in Sport and Storytelling, Volume 1: Runners

For decades, sports marketing revolved around a simple formula: sign the best athletes, put them in a campaign, and hope their performance translates into cultural relevance.

That world is gone. Not because athletic excellence stopped mattering, but because the way people discover, follow, and connect with athletes has fundamentally changed.

Fans don’t wait for commercials, magazine covers, or race-day broadcasts to meet their heroes anymore, they meet them scrolling on their phones.

Attention has shifted from polished, brand-controlled moments to the raw, daily storytelling that happens on social platforms. Brands that don’t are watching their competitors accelerate community growth, deepen loyalty, and outpace them in the market.

Performance alone doesn’t drive culture anymore

Being elite is still impressive but it’s no longer enough to earn attention.

The athletes who matter today are the ones who can:

• Do the thing at a high level
• Explain it in a way that resonates
• Show it in a way that stops the scroll
• Build trust through consistency and transparency

A world‑class runner with no digital presence is invisible to most consumers. A skilled, relatable runner who shares their journey is a magnet.

Creators with real athletic credibility outperform traditional influencers

Consumers are savvier than ever. They can tell the difference between someone who uses the gear and someone who just poses with it.

Athletes who create content bring something traditional influencers can’t manufacture: Proof of expertise.

When they recommend a shoe, a hydration vest, a recovery tool it feels earned. These are the creators who can actually move product.

Popfly is spotlighting the athletes who can do both

To help brands adapt to this new era, we’re curating a series spotlighting athletes who can both perform at the highest level and create content that actually resonates, starting with runners.

These are the athletes who:

• Have proven expertise in their sport
• Create content that actually connects
• Influence buying decisions through trust, not hype
• Represent the future of creator‑driven sports marketing

If you’re building a running, outdoor, or performance brand, these are the people you want on your roster.

What winning looks like in the creator‑athlete era

The future of sports marketing belongs to athletes who bring both sides of the equation: performance that earns respect and storytelling that earns attention. Brands that embrace this shift will build deeper loyalty and more durable growth than those still relying on old playbooks.

Runners are just the start. Every corner of the outdoor world is full of athletes who can do the thing and share the thing: climbers, skiers, fishers, surfers, hikers. This series will spotlight them all. And for brands ready to activate creators who actually move people, this is your starting line.