Increasingly visible in the start pens of races, Tracksmith is one of the brands leading a resurgence of classic styles – including a new kit for the London marathon
“When I started looking at running apparel, everything looked exactly the same,” says Matt Taylor. “If you went into a running store and took the brand logos off all the T-shirts, you’d have absolutely no idea what belonged to what brand.”
Taylor is the founder and CEO of Tracksmith, which was established in 2011 as the purveyor of running kit that is classic and low key, yet instantly recognisable. The company eschews the eye-watering shades of the big brands – acid yellow, vomit green, sickly pink – for more muted shades and timeless styles, with the same palette for men and women. And while the likes of Nike and Adidas will always dominate market share, smaller premium brands with their own distinct ethos have started to make headway: Tracksmith and Oiselle in the US, Soar and Iffley Road in the UK.
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