
Changing the Narrative at The National Running Show
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The National Running Show—a place where tens of thousands of runners (and their reluctantly dragged-along friends and family) gather to celebrate the sport we love. It’s the biggest consumer event in the running calendar, buzzing with brands showcasing the latest gear, tech, and trends. For an environmental initiative like Trees Not Tees, stepping into a steel-and-concrete megastructure built for consumption is always going to feel like a contradiction.
But if we want to change the narrative, we have to be in the room.
A Space for Change
This year, it was incredible to see the crowds flock to the Village Green, where sustainability, ethics, and the future of running weren’t just side conversations—they were front and centre. Expertly and energetically chaired by friend of Trees Not Tees Allie Bailey, alongside long-time ambassador and Green Runners founder Damian Hall, the space was alive from the moment the doors opened.
It was clear: people care. And they’re ready to take action.
Taking the Conversation to the Floor
While the talks sparked discussion, Trees Not Tees hit the floor, connecting with race partners and inspiring new ones to embrace sustainability. The interest in eco-conscious practices was undeniable, reinforcing what we already knew—change is coming, and the running community is leading the charge.
Beyond the panels, sustainability was on display in real, tangible ways. From browsing preloved sportswear with our partners at Preloved Sports, to adding voices to Outdoors 2.0, an initiative by Re-Action Collective focused on creating a more sustainable outdoor industry, to seeing real-world solutions from Into Ultra, Ultra Magazine, Vertebrate Publishing, and Iron Kled Repairs through Renov8, the message was loud and clear: individual choices matter, but collective action is where real change happens.
The Takeaway? The Momentum is Real
If one thing became evident over the weekend, it’s this: runners are ready to do things differently. And organisations like those at the Village Green are here to help lead that shift. The National Running Show proved that the appetite for sustainability is only growing—now it’s about turning intention into action.
And if you needed one more example of what’s possible when people push boundaries? Just down the aisles, SheRaces Founder Sophie Power was breaking a world record for the longest distance covered by a woman on a treadmill in 48 hours. That kind of relentless drive is exactly what we need to bring to making running better for the planet.
Change isn’t coming—it’s happening. And together, we’re making it real.