10 charts · 60 pages in the full study
What are we running after?
A comprehensive study on Parisian running culture
No matter the neighborhood or city, runners are everywhere. A 40% increase in race participants in one year, dozens of running clubs, shoe launches turned into cultural events... Running is huge, but no one takes the time to ask the questions that would help us understand it. What really motivates young people to take up running? What do they find in it culturally, and how does this activity strengthen their identity? And what role do brands play in this already crowded world? We went to talk to runners. And their answers open the doors to a playground that seems limitless.
00Table of contents
- 01How do you become a runner?
- 02What is a runner?
- 03Where is running culture heading?
- 04Navigating advice for brands in running culture
01Key figures
02White paper
7 to 10 pages to read freely. The white paper covers chapter 01 and gives a taste of the study's editorial depth.
03Methodology
- Sample
- 1129 respondents
- Fieldwork period
- June 2026
- Format
- 10 interviews + public survey
- Geographic coverage
- Paris + France
- Characteristics
- Runners / 18-35
Purchase questions
What format do I receive the study in?
A high-resolution PDF, downloadable immediately and without limit from your account after payment.
What language is the study in?
English. The PDF + Presentation format can be delivered orally in French if you wish.
What does the enterprise licence cover?
Internal use and sharing within your company or organisation. Resale and public distribution are not permitted.
How does the presentation work?
A 30-min scoping call to align on your priorities, then a 2h debrief with Rafael, Q&A included. At your offices if you are in France, otherwise over video call. Scheduled within 7 days.
Can I cite the study?
Yes, citation is free and open, provided you credit the source. Citation formats are provided on this page.
Can I pay by bank transfer and get an invoice?
Yes. Bank transfer is available on request, and an invoice is sent automatically by email after purchase.
Can I get a refund?
As the study is a digital product delivered immediately, purchases are non-refundable once downloaded. A question before buying? Write to rafael@obv.studio.
How to cite this study
If you use these figures or analyses in an article, report or presentation, please use one of these formats.
Citation is free, as long as the source is credited.