Running clubs have gathered undeniable momentum over the past few years, thanks to the sport’s accessibility and the vibrant communities built around it.
Chances are, you’ve seen a friend or family member sacrifice a good chunk of their personality to running, and honestly, we’re here for it. Havermelkelite memes aside, running does wonders for both mental and physical wellbeing. And when done with a group where you can support and cheer each other on, it becomes more than just a workout. On a personal level, it becomes a lifestyle. On a broader scale, it’s blossomed into a subculture all its own.
This growing passion for running has also opened the door for smaller, niche brands to step into the spotlight, where previously the scene was dominated by activewear giants like Nike and Adidas. There’s a burst of creativity and community-first energy right now, and set against the backdrop of Amsterdam’s green parks and lively streets, we’re happily at the heart of it all.
Of course, starting out can feel intimidating. Whether you’re new to the sport or not quite confident in your pace (yet!), joining a group of strangers on a run can feel like a leap. But there are clubs for everybody, across all levels and interests, and for most, you don’t have to go further than your own neighbourhood.
One brand that truly captures this spirit of inclusion is UNNA. This Swedish label stood out to us for its refreshing and honest approach to movement. Their philosophy? It doesn’t matter how far you run or how much weight you lift, what matters is how often you show up. As they put it: “start moving, and you’ll set miracles in motion.”
Choosing smiles over miles, UNNA is a brand rooted in purpose. It was shaped by founder John-Ruben Holtback, whose health scare transformed his relationship with fitness and wellbeing. Today, he’s passionate about celebrating the joy in movement, pushing back against the pressure of PBs and performance, and reminding us that how we feel should always come first.
The clothing reflects that same light-hearted energy, with technical fabrics in bright, breezy colours, playful slogans, and fun graphics. Some of the Afura team’s favourites include the Smiles Club Tee, the Tempo Shorts in Brown, and the Good Place Socks, not to mention the matching sports bra and tights set in Golden Green.
So take away the kudos, the post-run flat whites, and the humble “just a quick 10K before work,” and what you’re left with is the true heart of running: movement, community, and connection.
Our Activewear Collection
Satisfy Running
Where UNNA brings a joyful approach to movement, Satisfy Running offers a more introspective take on the sport. Designed in Paris, the brand blends technical running gear with a refined, minimalist aesthetic. Lightweight and breathable fabrics make their pieces ideal for both performance and everyday wear, appealing to runners who value comfort and focus.
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Norda
For footwear, we’re lacing up Norda and Asics. One is built to conquer the trail, the other is a go-to for runners just about everywhere. Norda hails from Canada and brings some serious tech to the table. Think top-tier materials, tough grip, and a futuristic look that still works with your daily fit. They’re made for wild terrain but look just as good on city streets.
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Arc'teryx — Snow Peak
More recently added to the store, Snow Peak brings a relaxed, easygoing approach to activewear. Rooted in Japanese outdoor culture, their apparel emphasizes comfort, freedom of movement, and simplicity. Perfect for lighter hikes or kicking back by your camping setup this summer.
And last but not least, while a bit more outdoor-focused than strictly running, we have Snow Peak and Arc’teryx. Arc’teryx has been part of the Afura family since 2019, and with the ever-changing Dutch weather, their technical outerwear is a true lifesaver. Whether you’re skiing, running, or hiking, their advanced materials have you covered for any adventure.
