This is student work for a class assignment. This work is not affiliated with Bandit.
Photos by Gabe Vogel
Gone are the days when the running industry focused solely on big brands like Nike and Adidas. The rise of creative content and social media marketing has made it possible for smaller brands to find their niche and connect directly with their communities.
Enter Bandit Running.
Formed in October 2020 by members of the NYC running community, Bandit has made it their mission to stand out in the running industry through community driven campaigns and online storytelling. With brand direction that is deeply rooted in multimedia storytelling, Bandit found a way to not only sell their products but the lifestyle that comes along with them. This innovation and creativity has allowed Bandit to find its own unique place within the running world and stand out against the biggest of brands.
Campaigns like the Unsponsored Project have allowed Bandit to amplify runners’ voices on the sports biggest stages, reinforcing the brand’s mission to celebrate community and storytelling.
Ahead of the 2024 Paris Olympics, Bandit Running introduced the Unsponsored Project. First appearing at the 2023 U.S. Track and Field Outdoor National Championships and later at the Olympic Trials, the project set out to address the pay gap in professional running. Bandit recognized that many athletes were training at a professional level while receiving little to no compensation from the very brands whose gear they wore during competition. Their goal, “to raise the floor from a compensation perspective, and ultimately to help athletes get their best shot at securing a larger brand sponsorship deal.”
How? The approach was simple yet effective. Bandit outfitted athletes in blacked out racing kits that made their lack of sponsorship impossible to ignore, while documenting their journeys on social media through video storytelling. In return for the exposure, Bandit covered the expenses needed by athletes in the lead up to competition. The result was a successful campaign that not only drew attention to the athletes but to the company providing the platform, Bandit.
However, Bandit’s creativity does not end there. Through consistent seasonal drops and new product lines, each with its own story, the brand keeps consumers engaged and excited. Bandit’s unique promotion goes beyond traditional marketing and pushes the envelope of what creative marketing can be. With lookbooks filled with bold portraits and experimental video content, Bandit manages to stay ahead of creative style and at the forefront of running culture. These creative choices not only set them apart from competitors but also spark a sense of excitement and individuality, inspiring runners to push themselves both in their gear and in their performance.
Bandit has built a brand dedicated not only to their community but to authenticity. By staying true to their stories, and breaking away from standard conventions, they’ve found a way to stand out in the ever growing industry. Their approach hasn’t only embraced the growth within the running community, it’s helped fuel it. As athletes continue to push the limits of performance, Bandit is pushing the culture of the sport in its own direction.
So as the landscape continues to evolve, I encourage you to look beyond the imitators and toward the innovators. These are the brands that dare be different and push the running industry forward. They shape more than just what you wear but how we experience a sport that has already stood the test of time.