With more popularity comes more competition, so what are brands doing to keep consumers interested? We ask the chief marketing officer at Swiss sportswear company, ON, and find out how it helps sales when a top athlete wears their shoes.

And as the debate around 'super shoes' rumbles on, are they really worth the expensive price tag? US marathon winner Kellyn Taylor tells us about the pros and cons of carbon plated shoes - which played a big role in marathon records being smashed in 2023.

(Picture: A group of runners racing through a park. Credit: Getty Images)

Presented and produced by Izzy Greenfield