Running for fun is booming
Thanks to their Peter Pan DNA Boomers rejected the idea of aging, and drove the amazing fitness craze of the seventies and eighties. Aerobics, gyms, soccer, mountain biking, running – you name it and Boomers pioneered it.
Data from Running USA shows just how rapidly the run-for-fun movement took off. In 1990 almost 4.8 million people finished a running event, doubling to 9.4 million in 2005, doubling again by 2013 to 19 million. Along the way, the sport went from a strong male skew – around 95% in 1970 and still 75% in 1990 – to one in which over half the participants are women.
In 2016 around 20 million people will finish a 5K, 10K, half-marathon, marathon or some other distance race at some 28,000 events across the U.S.
Perhaps the most impressive of these races is the Bolder Boulder 10K, founded in 1979 by Baby Boomer Frank Shorter – one of America’s all-time great distance runners and the 1972 Olympic Marathon champion.
Run each year on Memorial Day at an elevation of 5,300 feet – a mile high, where the air is 20% thinner than at sea level – it takes a lot more huffing and puffing to get around the course.
The full 2016 stats won’t be available for a couple of weeks, but last year’s were pretty amazing: in 2015, with 45,336 finishers, the Bolder Boulder was the #3 race in the nation. Only the Atlanta/Peachtree 10K (54,752) and the New York Marathon (49,365) had more.
The number of Bolder Boulder finishers is equivalent to 44% of the town’s population (102,500). New York City would need another 3.6 million Marathon runners to match this ratio
- Thanks to pioneering Boomer moms of the sixties and seventies, 60% of the 15,000+ Millennial finishers were women.
- And those Boomer moms (and dads) are still going strong: 21% of Bolder Boulder 2015 finishers were aged 50-plus (9,390).
How Boomers created the athletic and sports wear industry
All that Boomer running around and working out in the sixties and seventies involved a lot of athletic shoes and workout clothes.
It was the heyday of do your own thing, so we of the jock-wannabe persuasion soon figured out that wearing our running shoes and tracksuits around town was a way to sidestep the domesticated imagery into which our conformist peers were steadily sliding. Of course, they called it growing up but, hey, what’s in a name?
Well, we must have looked cool because by the mid 1970s sales of Nike, Reebok, Puma, Adidas, Tiger and Converse were zooming. Athletic shoes as everyday casual-wear had gone mainstream and sales never looked back.
Inevitably, athletic/sports wear expanded beyond just shoes. In fact, from Air Jordans, Under Armour and Peyton Manning jerseys to Fabletics, just about anything goes when it comes to sporty-cool self-expression. Today, according to data tracker Statista, the retail sporting goods industry – footwear, clothing and equipment – is a $65 billion business.
Looking closer at the Statista data we see that footwear accounts for around a third of athletic/sporting goods sales – $21 billion in 2015.
Looking even closer brings shocking news …
Peter Pan and Wendy Boomers: still taking care of business
Given the active symbolism of athletic shoe culture, it’s only natural that Peter Pan and Wendy Boomers are still addicted. Okay, okay, we hear the myopic 18-49 demo herd muttering “yeah, maybe a few old timers tottering around rest homes in ancient velour leisure suits.”
Consumers aged fifty-plus buy a third (34%) of all U.S. athletic footwear, far more than any other generation (Statista).
In fact, not only are consumers over fifty the most valuable generation for sports shoe marketers, we are also number one when it comes to automobiles, CPGs and home improvement products, and we’re the fastest growing segment for smartphones.
These massive numbers are hardly surprising: the Boomer-Plus Generation™, comprised of Baby Boomers, those born 1940 to 1945 plus Gen Xers over 50 is 94 million strong. Numerically and financially – it is the third largest economy on the planet behind the USA and China.
So it’s beyond bizarre that we only get 5-10% of the ad targeting dollars (Nielsen) because mainstream marketers with sedentary thinking claim we are too old to adopt new ideas or switch brands.
Fortunately, a few upstart Millennials are stirring. We can help them lace up and hit the ground running before the crowds arrive.