Marathon running is making a comeback. In November 2024, the New York City Marathon set a world record with 55,646 finishers, topping Berlin's previous record of 54,280 finishers set just months earlier.¹ 

Younger runners in particular are embracing the challenge. The number of Gen Z finishers (ages 20 to 24) has grown from about 5% to 8% since 2021.² Twenty percent of runners on Strava, a social network/workout tracking hub, are now Gen Z women.³ This diverges from Millennials who, at their age, embraced boutique fitness classes, yoga, or high-intensity workouts. 

Gen Z is hitting the pavement, and the running industry has gone from a jog to a sprint to keep up.

Why Gen Z is lacing up

Gen Z’s interest in marathons extends beyond social media. Twenty-something runners see endurance training as a form of mental resilience: a structured, goal-oriented activity that offers both physical and psychological rewards. Studies show that regular exercise, long-distance running in particular, can help alleviate anxiety and depression, which may be one reason why younger generations are gravitating toward the sport.⁴

Marathon running offers something that Gen Z may appreciate: a low price tag. Gym memberships and boutique fitness classes can be costly, but running can cost as little as a good pair of shoes. Joining a running club can be an app away, and the learning curve isn’t as steep as it might be for yoga or triathlons. Younger consumers who are sustainability-conscious also benefit from an array of eco-friendly running gear.⁵

Social media makes running go viral

Social media is playing a massive role in marathon culture’s resurgence.⁶ These platforms have transformed running from a solitary pursuit into a highly visible community event. Hashtags like #marathontraining and #runningtok have racked up millions of views, while influencers document their training journeys, race-day strategies, and even the emotional highs and lows of long-distance running.7

Race organizers are giving runners a reason to post, too. Event producers now integrate social media experiences into their events, including interactive art installations, branded selfie and video stations to capture and share milestone moments.⁸

Training apps and virtual coaching programs are also marathon motivators. These apps offer structured guidance that resonates with younger athletes. Many offer a social element that allows users to find their first races through viral challenges, join online accountability groups, and watch race-day recap videos that bring the energy of major events right to their feeds.⁹

Shoe companies push the limits

As Gen Z embraces marathon culture, running shoe technology is evolving to keep pace. Advances in foam, carbon plates, and lightweight materials have transformed modern racing shoes, helping runners shave seconds — or even minutes — off their personal bests, all while touting the potential to lower injury risks.

A new class of running shoe brands have emerged, opening up the space once dominated by Nike, Adidas, and ASICS. Companies like On Running and HOKA have surged in popularity, offering innovative designs that challenge legacy brands.¹⁰ The battle for market share has never been more intense, as brands compete to create the fastest, lightest, and most comfortable shoes for a new generation of runners.¹¹

This technology boom isn’t just pushing performance to new levels — it’s also driving massive sales. The global running shoe market is expected to reach nearly $20 billion by 2026, fueled by both innovation and a growing consumer base.¹² And that leads to a bigger financial impact beyond just footwear. Fourteen percent of respondents to a recent study said they frequently spend big on exercise or sports equipment or training. The average pair of running shoes goes for $121.10, and marathon runners tend to buy two or three pairs during their pursuit of a 26.2-mile victory.^13,14

Running breaks economic records

Marathon running isn't just about lacing up sneakers and hitting the pavement; it's become a catalyst for a booming retail landscape. The global sports apparel market is set to grow from $211.57 billion in 2024 to a projected $298.06 billion by 2032 — a compound annual growth rate (CAGR) of 4.41%.¹⁵ This surge isn't confined to footwear alone; hydration packs, performance apparel, and nutrition products are racing off the shelves, mirroring the growing enthusiasm for endurance sports.16

Major marathons are not just athletic spectacles; they're economic powerhouses invigorating host cities. The 2023 Chicago Marathon shattered records by bringing $547 million into the city's economy.¹⁷ Similarly, the 2024 Boston Marathon generated over $500 million in economic activity.¹⁸ In New York, marathon day isn’t just for runners: it’s a citywide celebration. Bars and restaurants along the route see traffic surge by 40% as people cheer on athletes.¹⁹

The finish line

The marathon boom isn’t just a fleeting trend — it’s also a cultural shift. Gen Z’s embrace of endurance running is part of a greater resurgence of long-distance running: one that is reshaping the sport and bringing new energy, innovation, and economic opportunity to those involved.

The draw of marathons goes beyond the finish line. Whether it’s the thrill of race day, the potential health benefits long-distance training, or the sense of community either online or in-person, the momentum behind this resurgence is ready to set a brand-new pace.