Artists like Gunna, Central Cee and French rapper Rilès are suddenly posting running content and using the sport's once-uncool aesthetic to promote upcoming projects.
I feel like hip-hop embracing running is a reflection of the way run crew culture has been led by Black athletes for more than a decade. In NYC emerging hip hop artists like Circa 95 have been leading running groups, am not surprise to see this bubble up to more prominent artists. Charlie Dark of RunDemCrew is a well renowned DJ too. TBH they’ve been the ones to make running cool - more than the brands.
I agree. I feel like with so many of these things it began as a grassroots, organic, community thing that was eventually co-opted by brands, but it’s fun to see it being adopted in new ways by a new generation of artists
Glad to see this trend recognized, and hopefully pushes health and wellness further in communities where it’s been designed to be either inaccessible or undesirable. My minor gripe tho is that the title started with the word “How”, when it would be more accurate without it, and I was expecting more history instead of a jump from a 1966 book to the present, while dismissing running culture in the time between then and now as something for “retirees and suburbanites”
NYC run crew culture is so big in this story. Run crews I was a part of out here in the West Coast circa mid-2010s were majority POC. When Ahmaud Arbery was murdered in 2020, #IRunWithMaud went viral—Black and Brown runners all over the country showed solidarity online, many making it a point to run visibly in white neighborhoods. I was shocked how many posts I saw.
Anyway I got triggered cause I lowkey felt erased lol. Appreciate the opportunity to share my thoughts.
Yeah, thought of Charlie Dark, too; had looked into this cultural trend awhile back and it's interesting to see how it has continued to grow. For so long Nike had defined the athlete as the solo figure running the darkened streets, overcoming social pressures through individual will -- now it's more about people running together, overcoming individual barriers thru communal support. more to dig in and learn here i think....
Aesthetic of both Riles or Gunna are to me, also inspired by cinema. I see a mix of the Creed/Rocky/Power franchises.
Doni Creed is running : with the boys doing wheels in Philly, on bridges, in the Californian desert (followed by the SUV). He incarnates the representation of an athlete sponsored by Nike from head to toe and married to one of the famous RNB singer/ producer of its generation with songs interpratwd by Tessa Thompson herself in chapter one. Soundtracks are key for the whole trilogy. Mythic scenes from Rocky are reinterpreted in a modern way totally imbued with hip hop culture.
In Power, Ghost runs in the docks of NY with its driver Shawn waiting for him in his big Escalade. With 50 cent both producing and acting in the series, it influences the tonality of the culture, the soundtrack and so. Mary J Blige joins the cast of Power Book 2. Hip
Hop singers are actors. Frontiers getting blurred since a while now and running being part of the new imagery
It's definitely a new gen thing and it's been great to see what's happening. I joined London's Run Dem Crew back in 2011 - led by DJ Charlie Dark - not only was it the first of its kind in the city (inspired by Bridgerunners in NYC, also heavily influenced by music) but one of the first that had brand support (Nike) even before Nike branched out and created their own. And in Amsterdam, Patta founder and DJ Edison Sabajo launched his club in 2010... The music - and fashion - relationship has been there for a minute.
I feel like hip-hop embracing running is a reflection of the way run crew culture has been led by Black athletes for more than a decade. In NYC emerging hip hop artists like Circa 95 have been leading running groups, am not surprise to see this bubble up to more prominent artists. Charlie Dark of RunDemCrew is a well renowned DJ too. TBH they’ve been the ones to make running cool - more than the brands.
I agree. I feel like with so many of these things it began as a grassroots, organic, community thing that was eventually co-opted by brands, but it’s fun to see it being adopted in new ways by a new generation of artists
And will 100% lead to a wider appreciation of the sport and its perceived “coolness” - which has always been a challenge. Thanks for this!
Glad to see this trend recognized, and hopefully pushes health and wellness further in communities where it’s been designed to be either inaccessible or undesirable. My minor gripe tho is that the title started with the word “How”, when it would be more accurate without it, and I was expecting more history instead of a jump from a 1966 book to the present, while dismissing running culture in the time between then and now as something for “retirees and suburbanites”
NYC run crew culture is so big in this story. Run crews I was a part of out here in the West Coast circa mid-2010s were majority POC. When Ahmaud Arbery was murdered in 2020, #IRunWithMaud went viral—Black and Brown runners all over the country showed solidarity online, many making it a point to run visibly in white neighborhoods. I was shocked how many posts I saw.
Anyway I got triggered cause I lowkey felt erased lol. Appreciate the opportunity to share my thoughts.
Agreed - would love to see an analysis / recognition of the first wave of run crews that's led to what's happening today.
Yeah, thought of Charlie Dark, too; had looked into this cultural trend awhile back and it's interesting to see how it has continued to grow. For so long Nike had defined the athlete as the solo figure running the darkened streets, overcoming social pressures through individual will -- now it's more about people running together, overcoming individual barriers thru communal support. more to dig in and learn here i think....
Thank you for this analysis.
Aesthetic of both Riles or Gunna are to me, also inspired by cinema. I see a mix of the Creed/Rocky/Power franchises.
Doni Creed is running : with the boys doing wheels in Philly, on bridges, in the Californian desert (followed by the SUV). He incarnates the representation of an athlete sponsored by Nike from head to toe and married to one of the famous RNB singer/ producer of its generation with songs interpratwd by Tessa Thompson herself in chapter one. Soundtracks are key for the whole trilogy. Mythic scenes from Rocky are reinterpreted in a modern way totally imbued with hip hop culture.
In Power, Ghost runs in the docks of NY with its driver Shawn waiting for him in his big Escalade. With 50 cent both producing and acting in the series, it influences the tonality of the culture, the soundtrack and so. Mary J Blige joins the cast of Power Book 2. Hip
Hop singers are actors. Frontiers getting blurred since a while now and running being part of the new imagery
Honestly love that artists are becoming more and more health-conscious. The trickledown effect has such a positive influence on younger generations.
It's definitely a new gen thing and it's been great to see what's happening. I joined London's Run Dem Crew back in 2011 - led by DJ Charlie Dark - not only was it the first of its kind in the city (inspired by Bridgerunners in NYC, also heavily influenced by music) but one of the first that had brand support (Nike) even before Nike branched out and created their own. And in Amsterdam, Patta founder and DJ Edison Sabajo launched his club in 2010... The music - and fashion - relationship has been there for a minute.
can't wait for you to move to nyc so we can start a running crewww
soon come!!!