RUN CULTURE: LIVE – A Celebration of Running Culture
In September 2026, The Truman Brewery transformed into a vibrant hub celebrating all aspects of running as Like the Wind magazine hosted its inaugural RUN CULTURE: LIVE. Partnering with the experiential agency Robotproof, the festival focused on a tactile, human-first approach, allowing attendees to physically engage with the stories and crafts integral to running culture.
Unlike traditional expos, RUN CULTURE: LIVE centered on the communal experience and cultural significance of running, featuring Olympic athletes, artists, filmmakers, and everyday runners. The diverse lineup included figures like Linford Christie, Colleen Quigley, and Stephanie Case, who shared insights on performance, endurance, and the role of running in life.
The event emphasized participation, with hands-on experiences such as creating bags from recycled materials and upcycling running gear, fostering a sense of community and sustainability. Workshops on art and embroidery, along with Under Armour’s blind treadmill challenge, further encouraged creativity and interaction.
The festival’s design facilitated seamless transitions between storytelling, film, discussions, and creative workshops, placing elite sport, brands, and community side by side—mirroring the actual landscape of contemporary running culture. Two UK film premieres added depth to the weekend, showcasing personal journeys and community stories through running.
Feedback indicated a strong cultural relevance, aligning with Like the Wind’s mission to explore running as intertwined with identity and community. Tom Ironside, Robotproof CEO, highlighted the intent to create an authentic experience that truly resonated with the running community.
Julie Freeman, Operations Director of Like the Wind, expressed the joy of seeing a decade’s worth of storytelling come to life, combining voices from diverse backgrounds in a celebration of shared passions.
RUN CULTURE: LIVE took place at The Boiler House, Truman Brewery on September 4 and 5, 2026, with plans already underway for a future edition.
