On November 4–5, 2025, the global running community meets at RAI Amsterdam for the International Running Show (IRX). In this interview, Show Director Shirry Liram explains how the event connects brands, retailers and athletes worldwide and is becoming the key meeting point for those driving progress in the running industry.
SGIE: With just weeks to go before the International Running Show (IRX), how are preparations progressing?
Shirry Liram: Things are going incredibly well. We’re thrilled with the response. We currently have around 160 exhibitors on the floor plan, covering every aspect of the running world – from footwear, apparel, wearable tech, and nutrition to recovery and accessories. What makes me particularly proud is how truly international the show has become. Exhibitors are coming from every corner of the world; from Australia, Brazil, Thailand, the US, Canada, and nearly every European country from Spain to Finland. It’s really a melting pot of the global running industry in one place.
“IRX isn’t just an exhibition. Our concept connects running brands with specialty retailers, major chains, buyers, influencers, press, and media from all over Europe.”
Shirry Liram, IRX Show Director
Can you name a few of the key brands that will be there?
We’re also welcoming brands such as Skechers, Veja, CEP, Suunto, Coros, Leki, Nike Eyewear, Mount to Coast, Buff, Ciele, and UYN to name a few. The list is long.
You’ve positioned IRX as more than a traditional trade show. Can you explain what sets it apart?
Yes, that’s a really important point. IRX isn’t just an exhibition. Our concept connects running brands with specialty retailers, major chains, buyers, influencers, press, and media from all over Europe. What began as a B2B event has evolved into the center of excellence for running.
It’s a place where the entire ecosystem – brands, retailers, decision-makers, entrepreneurs, and athletes – meet to talk, learn, and collaborate. We’ve built a lot of opportunities for that exchange: morning runs, coffee meetups, a happy hour, and our closing party, all of which are designed for genuine networking, not just business cards.
On top of that, we have a strong learning and development component. Our main stage hosts keynotes and panels with leaders from across the industry – from Intersport CEO Tom Foley to Runner’s World’s Urs Weber, Katie Goble from Runner, and elite athletes like Scott Jurek, Dean Karnazes, and Susie Chan. Topics include the future of running, sustainability in events and apparel, innovation in footwear and tech, and how to build authentic running communities.
What about retailers – what can they expect to gain from attending?
For retailers, IRX is a huge time and money saver. In one place, across two days, they can meet close to 200 brands, many they would never otherwise encounter. It’s a chance to see products first-hand, hear brand stories, and test innovations through our activations.
It’s not just commercially valuable – it’s strategic. Retailers often get so caught up in daily operations that they rarely step back to look at market trends or new solutions. IRX is a moment to learn, reflect, and discover what can improve their business right now.
You’ve mentioned that many top retailers are already on board. Can you share some names?
Yes, registrations are very strong. Among those confirmed are Decathlon (UK and Germany), INTERSPORT France, Runnersworld Eindhoven, Sigma Sports, FootAsylum, Loplabbet, All4Running, AS Adventure, Kaufhaus Ahrens, Up & Running, and Zalando. We also have buyers coming from Game7 Athletics and a range of specialty stores across Europe.
Retailers attend for free, and we also run a hosted buyer program for key decision-makers. That means we invite and host top retailers so our exhibitors can be sure they’re meeting the right people.
How would you describe the current sentiment within the running industry?
The energy is fantastic. The running industry has grown tremendously and it feels like that momentum is here to stay. It’s a movement. Alongside the major brands, there’s a wave of creative new companies in footwear, apparel, tech, and nutrition. Innovation is everywhere, from smart materials to connected wearables. Running has also become a cultural phenomenon. Running clubs are the new social spaces, and that creates a positive, collaborative energy across the sector.
“If you offer commercial opportunities, learning, and relationships with authenticity and make it fun, you build an event with longevity.”
Shirry Liram, IRX Show Director
You talk to many stakeholders across Europe. What are the biggest challenges?
One challenge is that the European running market can sometimes feel fragmented with language and cultural differences creating barriers. Our goal has been to make everyone feel included by designing content and activities that are universal and relevant to all regions. Running is a global language, and we want IRX to reflect that.
Finally, why are trade shows like IRX still so relevant today?
Trade shows are absolutely here to stay, but they need to evolve. Since Covid, we’ve seen a huge resurgence of in-person events because people want to connect again. But for a trade show to be successful, it has to serve its community in a meaningful way. That means delivering three things really well: commercial opportunities, learning and development, and relationships. If you offer those with authenticity and make it fun, you build an event with longevity. And that’s exactly what IRX aims to be for the running industry: a hub for business, knowledge, and community.
Attend IRX 2025 as our guest
As a reader of SGI Europe, simply register via the link below and use code SGIEuropeGuest to apply for your free ticket to attend
Register via The International Running Expo 2025 Registration
