Altra’s own research finds the average British runner stops at 39, most often after injury or a long break. The brand’s answer is a campaign led by four runners aged 75 to 85, making the case that running is a decades-long habit rather than a race-by-race pursuit.
Footwear brand Altra has introduced The Legacy Team, a new ad campaign featuring Britain’s oldest running team, with a combined age of 321. The initiative is meant to inspire younger generations to build healthy, lifelong running habits.
The campaign, shot by British portrait photographer John Rankin Waddell, brings together four veteran athletes aged between 75 and 85: Peter Giles (82), Rajinder Singh (79), Laurence Cummings (85) and Pritpal Kaur (75). Altra also plans to release a free book collecting their advice and experiences, titled The Long Run, later this year.
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The Legacy Team was launched in response to new research commissioned by Altra. A study of 1,000 UK runners and former runners found that the average British runner stops running at just 39. One in three cited injury, while 55 percent of the runners said they had taken a break of at least three months, and a quarter said life got in the way.
“Four runners. One powerful reminder: running isn’t just about the next race, it’s about the next 30 years,” said Altra in an Instagram post. “Because the goal isn’t just to run faster. It’s to keep running.”
The multi-channel Legacy Team campaign will launch in PR, social media, retail, and events over the coming months.
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