[E-Daily Reporter Han Jeon-jin ] Mr. Park (32), a male office worker, recently bought a new long-sleeve running T-shirt and a light windbreaker. Although he had been running in short-sleeved shirts and shorts all summer, he felt the need to change his outfit as the morning and evening breezes grew cooler. “Evenings are definitely more comfortable for running these days than they were in the height of summer,” Mr. Park said, adding, “If the weather gets even cooler, I plan to get a pair of long pants and some gloves.”

As the fall running season gets into full swing, runners are opening their wallets. As demand—which had been concentrated on short-sleeved shirts and shorts during the summer—broadens to include windbreakers, long-sleeved shirts, and gloves, the retail industry is also viewing fall as a peak season for running and expanding its related products and promotions. Beyond simply selling running shoes and apparel, the scope of competition is broadening to include experiential content such as pop-up stores and running clubs.

According to industry sources on the 21st, search volume for “running windbreakers” on Musinsa from the 1st to the 9th of this month increased more than 4.4 times compared to the same period last month. During the same period, search volume for “running gloves” rose by 215%, “running long-sleeved tops” by 155%, and “running shoes” by 64%. As autumn sets in, demand for products designed to regulate body temperature has surged all at once. Musinsa also held a “Running Fair” from the 14th to the 21st, featuring approximately 200 brands and 10,000 products.

Sales metrics by brand show a similar trend. Shipments of long-sleeve products from XEXYMIX’s running-specific “RX” line increased by approximately 56% from the 23rd to the 29th of last month compared to the previous week. This also represents a 22% increase compared to the same period last year. #Discovery Expedition, operated by F&F, anticipated that fall running demand would start early and brought forward the release of its windbreakers by about two weeks compared to last year. So far, windbreaker sales have more than doubled compared to the same period last year.

The sharp surge in demand this fall is driven by the continued growth in running-related consumption seen throughout this year. On the fashion and lifestyle platform 29CM, transaction volume for running apparel and gear in the first half of this year increased by more than 130% compared to the same period last year. At department stores, sports sales during the same period also rose: 27.5% at HYUNDAIDEPARTMENTSTORECO.,LTD, 26.8% at Shinsegae Co.,Ltd, and 25% at Lotte Department Store. This reflects the combined growth in demand for running and outdoor activities.

Competition is no longer limited to simple discounts or new product launches. On the 11th, Fila opened the “Fila Running Club,” a store specializing in running, in Seoul Forest—a popular spot among runners. In addition to selling products, the store offers running shoe try-ons and test runs, as well as a five-week running program led by professional instructors. The Hyundai Seoul also opened a Descente running pop-up store on the 10th, creating a space where customers can experience running products firsthand. The focus is not merely on making a one-time sale but on creating reasons for runners to return repeatedly.

Another reason the industry is paying close attention is that the running market isn’t limited to just a single pair of shoes. As seasons change, new demand arises for apparel and gear, and the longer runners stick with the sport, the more they’ll need to replace their running shoes and purchase accessories. This is further complemented by related purchases such as energy supplements, beverages, and sunscreen. Given the active community engagement through running crews and races, this environment is also ideal for brands to build recurring touchpoints with consumers. This is why the fall running season is viewed not merely as seasonal business but as an opportunity to acquire customers.

A fashion industry insider stated, “In the fall, demand surges simultaneously not only for running shoes but also for seasonal transition items like windbreakers, long-sleeved shirts, and gloves,” adding, “It’s a time when the demand for new gear from consumers just starting to run aligns with the need for existing runners to replace their equipment.” The insider continued, “Recently, runners aren’t just buying products—they’re also seeking the experience of running together and connecting with others—so brands are putting more effort into creating touchpoints even after the sale.”