These are eight direct-to-consumer running brands you may not have heard of; Nike and the rest are on notice that the rightful heirs of the running revolution are coming to America. Read “rightful heirs” as the fundamental pioneers of the sport before it was marketed to America, via a well-read work called “Jogging.” That book was the catalyst for Nike’s dominance of the sport and the hobby it spawned in the late 60s and early 70s. Prior to that decade, running was a global passion before it was an American phenomenon.
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