“Neither snow nor rain nor heat nor gloom of night” may be a saying associated with the United States Postal Service, but it also holds true with those dedicated to the run. When the elements are iffy, it doesn’t mean having to give up on going outside. Innovation in sun protection, visibility and temperature regulation plays a role in keeping runners confident and safe. When we asked brand execs what the most important run safety features are to their customers, many replied that visibility is extremely vital. With that in mind, we asked:  How are you designing for and marketing products with visibility features?

“Runners don’t want to sacrifice performance when shopping for high-vis gear. A reflective jacket that doesn’t function on the run will eventually be taken off and rendered useless. The Brooks Run Visible Collection includes specific color usage and powerful retro-reflectivity. Not all runners live in colder climates and being visible isn’t just a winter need – that’s why we offer a robust collection of warm weather and cold weather Run Visible clothing.” – Mike Orton, senior apparel product line manager, Brooks

“All of our branding tags on our hats include reflective safety elements on the side and back of the hat. When it comes to standing out, our iridescent collection has set the bar in reflective style. Also, for safety, a secret inside pocket comes standard in all of our running hats and can be used to store an Apple Air Tag.” - Matt Izzo, Founder, Alter Ego Running

“As part of our ‘Be Seen. Be Safe.’ initiative, we design reflective vests, clip-on strobe lights, and reflective vests and bands that work together to make runners visible from every angle. We’re seeing more people adopt this gear not just in low light, but in fog, rain, and even sunny conditions when shadows or backlighting can reduce visibility. The new Siren LED Safety Alarm is ideal for runners who want peace of mind when training early, late or in more remote areas and it is rechargeable.” - Jennifer Rust, senior product line manager, Nathan Sports

“Customers want bright, high-luminosity durable lighted gear and boosted reflectivity. Every year our design and engineering team continues to push the envelope with brighter, better and longer-running lighted solutions that are lightweight, durable, breathable, weather-resistant, versatile and offer the best quality at value driven price-points – things we’ve found that customers expect to find in specialty stores.” - Keith Willows, co-founder, Amphipod

“Our customers are looking for high quality products that complement their lifestyle and solve everyday problems. From our focus on rechargeability for our LED visibility and safety products to having 100% waterproof product to protect your devices while out on the trail, we always strive to keep our customers seen, safe and ready for their run.” - Brenda Isaac, VP of marketing, Nite Ize

“Run safety is built into everything we do at SPIbelt—we’re always evolving based on what real runners need in real-world conditions. We’ve got reflective SPIbelts with high-visibility accents for those early morning or evening runs, weather-resistant materials to keep your stuff dry from sweat or rain, and a custom, no-bounce fit that stays put.” - Kristi Torres, marketing project manager, SPIbelt

“A big part of our design process for safety is around visibility. Reflective fabrics, additional reflective threads in our webbing, and bright colors all help us meet this need. Because we are also designing for dogs, we think a lot about their comfort and making sure we support their natural, smooth movement while giving control and communication through our leashes and harnesses.” – Angela Hook, partner, Stunt Puppy

Rising Temps

“Running can put you in some precarious situations, so when it comes to runners’ safety, it’s all about being seen and staying focused. Gear like rainproof jackets can help keep your mind on your surroundings and not how wet or uncomfortable you might be in inclement weather,” says Jason Zambotti, Gorewear business leader. Gorewear’s Concurve Windbreaker features a soft, highly breathable recycled fabric to help avoid “wet cling” and offer comfort on windy days. A DWR finish repels light rain and moisture. For a quick-drying offering, the Peak Performance Polartec Delta Shortsleeve hits the mark. Ideal for high-intensity endeavors, it includes cooling properties in a regular fit/silhouette with minimalist detailing to prevent chafing.

Fractel x Coolcore is a winter capsule with chemical free thermoregulating fabrics, offering reflective trims across all products alongside smart details like thumb loops and watch windows to avoid distraction on the run. “There’s strong demand for gear that protects against the elements without compromising performance, whether that’s cooling fabrics in summer or thermal breathability in winter. Comfort and weather-ready gear are now considered essential to feeling safe and protected on the run,” notes Fractel Founder Matt Niutta. In footwear, the Saucony Ride 18 Summer is designed with an engineered mesh upper to keep runners cool during the hotter months. Ride 18’s reformulated PWRRUN+ foam is now lighter, softer and more responsive.

BOCO Gear takes on thermoregulation headfirst with its hats and visors. “Our fabrics are carefully selected for breathability, moisture management, and UV protection, helping runners stay confident and protected in heat, sun, or humidity,” explains Hillary Matthews, director of sales and marketing for BOCO Gear. The design team prioritizes ventilation zones, quick-dry tech, and secure-fit systems like stretch cords and structured brims that respond to both movement and weather. The BOCO Gear Elite Hat - Ventilator Mesh provides cooling comfort without compromising the structure of the hat. Front and top panels shield from sun and sweat, while a breathable build keeps the head comfortable. Another offering, the Trail Hat Ultra Ice, features dual side pockets for stashing ice cubes, nutrition or other essentials. In headphones, the Shokz OpenRun Pro 2 is a bone conduction headphone offering quality, comfort and versatility. The headphones offer 2.5 hours of use with a quick five minute charge and are sweat resistant. Shokz Product Manager Larry Tang explains that “beyond open-ear design, physical buttons are another safety-forward feature our users value. Unlike touch controls, tactile buttons are more reliable in wet weather or when wearing gloves, reducing distractions and helping runners stay focused on their stride.”

HydraPak focuses on hydration solutions, an important fundamental element in run safety. “Without a reliable hydration vessel, it’s impossible for a runner to perform and they may find themselves in a dangerous and even life-threatening situation,” notes Jennifer Krupey, HydraPak vp of marketing. While many athletes shun carrying hydration due to weight, lack of comfortable carrying solutions, and inconvenience; HydraPak engineers make carrying hydration convenient and simple. The HydraPak Velocity IT 1.5L offers IsoBound insulation with double-wall construction with cell foam technology to create a barrier that slows heat transfer. A HydraFusion drink tube keeps water colder longer. The norda x Raide LF 2L running belt has a rear pocket engineered to be a perfect fit for hydration, while four interior pockets can hold gels, key and a phone. A no-bounce internal straps system keeps things locked in and a 3mm rear foam lining positions the belt close to the wearer’s body, while also serving as a buffer against body heat to your water bottle, keeping liquids cooler longer.

Run in the Sun

“As temperatures rise, cooling and UV protection become even more critical,” suggests Amy Olive, BUFF’s Director of Global Marketing. Many of BUFF’s products offer UPF 50 sun protection and are endorsed by The Skin Cancer Foundation, “making them a smart choice for long hours under the sun,” the exec adds.

Safety Resonates at Retail

“Safety is top of mind, especially for runners training early in the morning or late at night,” according to Craig Segal, owner of The Outpost Running & Walking Co., based in Little Silver, NJ. In footwear, customers want grip and stability for trail running and wet roads. “We’re also seeing more awareness around personal safety — things like ID tags, smartwatches with emergency features, and pepper spray are all part of the safety conversation,” he says.

Segal sees an opportunity for brands to create more “affordable safety solutions for younger runners, and gear that blends seamlessly into everyday training without looking or feeling overly ‘technical.’ Lightweight, rechargeable lighting that doesn’t bounce, visibility that doesn’t wear off in the wash, and cold-weather gear that balances warmth, visibility, and mobility — that’s the sweet spot.”

When it comes to price, Segal is witnessing a shift in his store toward fewer, but higher-quality purchases. “Consumers are definitely more selective (wanting gear that last multiple seasons and checks boxes for safety and durability), but are not necessarily spending less.”  

Here are a couple standout items at The Outpost right now:

• Amphipod reflective vests and strobe lights: “These are consistently popular with runners who train at dawn or dusk.”

• Garmin Forerunner 265: “One of our best-selling GPS watches this year, especially because of its fall detection and incident alert features. Runners appreciate that it not only tracks performance, but also offers real-time safety features, notifying emergency contacts if an incident occurs. It’s particularly popular with solo runners and those logging early or late miles.”