Charlotte's running boom fuels races, run clubs and retail growth
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Photo: Ashley Mahoney/Axios; Courtesy of Around the Crown 10K
Charlotte's running scene is booming.
Why it matters: The sport's growing popularity is becoming an economic and social force, producing a rise in run clubs, more participation in the city's signature races and benefits for local businesses.
State of play: Roughly 10,000 people are expected to participate in this weekend's Around the Crown 10K. The annual race, which allows people to run on I-277, has seen 30% growth in registrations over last year, according to an Around the Crown 10K spokesperson.
- Novant Health Charlotte Marathon organizers also anticipate increased participation. The Nov. 14 marathon is under new ownership after the Charlotte Sports Foundation acquired the rights earlier this year.
Between the lines: As more people gravitate toward the sport, they're also buying apparel — everything from shoes to electrolytes.
By the numbers: Nationwide, runners are spending thousands on trendy apparel, and U.S. apparel sales rose 10% from May 2025 to May 2026, Bloomberg reports.
- Sales are also up locally for Charlotte Running Co. (CRC), which has four stores. Its Dilworth store near East Boulevard has seen double-digit growth over the last three years, CRC founder Scott Dvorak tells Axios.
- Apparel sales at the Dilworth location have risen from 3.4% of the business to roughly 10-11%. CRC doesn't carry extravagantly expensive apparel items, Dvorak says, but it does focus on premium brands.
The big picture: Local running specialty stores are typically seen as the "shoe store," Run For Your Life owner Chris Elkins tells Axios. Shoe sales drive the business model for Charlotte's local stores.
- Summer sales have been up at Run For Your Life, particularly in footwear, Elkins says.
- When it comes to a typical person's budget, buying running shoes comes first, Elkins says. Apparel, meanwhile, gives the store a chance to attract customers with new and unique brands.
Zoom out: Running booms come in waves, Dvorak tells Axios. Part of this wave includes people buying more athletic wear instead of going out clothes.
- Now people are seeing the fashion-forward side of running. It's a chance to wear something you feel good in to run club that also translates to coffee or brunch after.
What's next: CRC plans to open a new 4,600-square-foot store in Park Road Shopping center later this year, which will replace its Dilworth location. The new store will be just off Charlotte's popular Little Sugar Creek Greenway in the former Bruegger's Bagels and Caribou Coffee space.
Go deeper: Park Road Shopping Center adds Charlotte Running Co.