If you’ve ever wondered how the running industry shapes the gear ultrarunners depend on, this episode explores why paying attention to the business behind the sport actually matters.

Paul Mellor, founder of creative agency Mellor&Smith and producer working on a new documentary about Barkley Marathons creator Lazarus Lake, joins Josh to unpack how outdoor brands compete for attention, why Nike’s return to trail running feels different this time, and what separates unforgettable running brands from those that quietly fade away.

For trail and ultrarunners curious about how the running industry influences the gear, culture, and future of the sport.

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Presented by Kiprun.

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