Nike, Asics, Adidas or New Balance? Winners of the runnosphere?
This is the english version of a post recently published on eCairn’s French blog.
A member of our growing team recently got into running again. This returning runner looking for current trends and state of the art gears turned to the runnosphere for recommendations and information.
Through reading genuine reviews and comments on certain running shoes from local runner-bloggers, he finally bought a pair of Asics Trabucos: A true example that demonstrates how influencers impact more and more our purchase decisions (here’s a study on the same topic).
While on the subject, he ran a complete analysis of the French runnosphere, so I felt compelled to run it on the English runnosphere (runners blogs in english language).
Here’s the map of the english runnosphere:
Note that I’m showing only the top 500 out of 2000+ in our list and I’m willing to bet there are 5000+ out there as in any major tribe
Each color identifies a cluster of influencers. So we have 3-4 different clusters and, when analyzing what’s behind each cluster we find that it’s quite geolocalized:
- The blue cluster represents the tip of the Pinoy runnosphere (runner-bloggers from the philippines who blog in english)
- The red cluster one is American
- The small purple cluster is the runnersworld.com bloggers (they network within themselves more than with other runnosphere members)
- The light green one is British
That can be explained because, through their passion for running, members relate to each other thru the races/training experiences which are, it goes without saying, local.
Here’s an important take-away. If a brand wants to leverage niche influencers, plans need to be thought according to the local dimension found in their conversations. In our example, it’s quite strong but in other examples, like the beautysphere, it’s not.
Now let’s look at the conversation:
Now, let’s open briefly the brand chapter: Which brand is the darling of the runnosphere?
The first graph compares Nike with Asics and Adidas, the second one Nike with New Balance and Mizuno:
However, the surprise comes in the form of Vibram which disrupted the market with their five fingers shoes a few years back. As illustrated in the chart below, it’s fast growing popularity is now comparable to well established brands like Mizuno and New Balance
If you’d like to read a bit about running, find below the top 20 influencers in the runnosphere:
|1||http://www.tallmomontherun.com||Tall Mom on the Run|
|2||http://twentysixpointtwoormore.blogspot.com||Shut Up and Run!||Beth Risdon|
|4||http://marleneontherun.blogspot.com||Mission to a(nother) Marathon||Marlene Sykes|
|5||http://teamarcia-runningmouth.blogspot.com||The Studly Runner||Marcia|
|6||http://www.shutupandrun.net||Shut Up and Run!||Beth Risdon|
|7||http://www.runnersrambles.com||runner’s rambles | Confessions of a Runaholic||Aron|
|8||http://racingwithbabes.blogspot.com||RACING WITH BABES||Tonia Blanchet|
|10||http://royalpitatoias.blogspot.com||If I can’t convince you – – I’ll at least confuse you.|
|11||http://runwithjill.blogspot.com||Run With Jill|
|12||http://www.theboringrunner.com||The Boring Runner||Adam Ricklefs|
|13||http://cautionredheadrunning.blogspot.com||CAUTION: Redhead Running|
|14||http://runningdivamom.blogspot.com||(RDM) Running Diva Mom|
|15||http://frayedlaces.blogspot.com||Frayed Laces||Frayed Laces|
|16||http://iwannagetphysical.blogspot.com||Steve in a Speedo?! Gross!||Steve in a Speedo|
|17||http://www.runfastermommy.com||RUN FASTER MOMMY!||Heather Gannoe|
|18||http://5mls2mt.blogspot.com||5 Miles Past Empty||Amanda Brandon|
|19||http://mcmmama.blogspot.com||MCM Mama: Bringing out the Runner in every Mama|
|20||http://thehappyrunner.blogspot.com||The Happy Runner|
Interestingly, more than 50% in our top 20 are female bloggers.
The runner gender split is about 50/50.
May be female runner are just more out there in social media after all.