Feeling safe when going on a run can range from focusing on being visible and protected from the elements to being aware of personal safety. For retailers, a focus on run safety means carrying products ranging from reflectivity and lighting to UV- protectant and weatherproof apparel, to personal safety and self defense items.

BE SEEN AND BE SAFE

Staying Protected on the Run.

In May 2026, Fleet Feet Vacaville partnered with Vacaville Grappling Academy to host a women’s self-defense clinic with a goal of learning the essential fundamentals of self-protection and safety. During the session, “many women shared concerns about running alone, especially in low-light conditions, and expressed a desire to feel more confident and prepared if a situation arises,” according to host and Fleet Feet Vacaville, CA, owner Carol Gilpin.

One of the biggest takeaways, says Gilpin, is that situational awareness and prevention are key. “Women are looking to learn practical strategies to stay safe, like being more aware of their surroundings, recognizing potential risks early, and having simple, effective ways to respond if needed. This is definitely influencing how and when some women choose to run.”

“Personal safety is becoming just as important as the shoes or gear that runners choose to wear,” Safely Co-Founder Meagan Doyle explains. The exec is witnessing more retailers adding personal safety products to their assortment and hosting in-store demonstrations with the brands’ 100% water Safely Practice Spray “where we teach runners how to properly use pepper spray and build confidence.” Educational outreach sessions also drive sales of Safely products, as experienced by a Fleet Feet partner.

For retailers, Fittsafe Founder Faith Chima says that the “opportunity is to merchandise the entire journey, not just the individual garment. A runner may come in looking for a sports bra, but she is also thinking about visibility, accessible phone storage, a personal safety alarm and travel-ready gear.” The days of clunky add-ons, fear-based messaging and minimizing safety as a whole – are over. “They are not asking us to sell them panic; they are asking us to solve practical problems,” Chima concludes. RunSafePRO Founder Peter Pompen concurs, adding, “runners want confidence-based products. The retailer who can help a customer feel better prepared without making the sport feel scary will have a very relevant role.”  

GET LIT

See and Be Seen When it Matters Most.

According to a March 2026 study conducted by AAA, 60% of drivers say glare is problematic after dark, with 73% of those affected believing it has worsened over the past ten years thanks to new headlight technologies and taller vehicle designs. For runners, this means more distraction and greater danger on the road.

“Reflective materials, active lighting and bright colors can help drivers detect runners sooner, giving them more time to react,” explains June Angus, PLM, Amphipod Running Gear, adding, “the most effective visibility gear is  what runners actually wear consistently.” Items should be durable, well-designed, reasonably-priced and easy to find in a local specialty running store, says the exec. “Consumers expect lightweight, breathable products that integrate reflective materials, storage, weather protection and comfort into one solution. Safety can no longer come at the expense of performance,” states Jennifer Rust, senior PLM for Nathan Sports. And that’s not only for humans, but also for dogs.

Stunt Puppy Partner Angela Hook and her team “take great care in the way in which our safety gear fits and attaches to dogs.” The Go Dog Glo harness was designed in consultation with dog behaviorists, runners and a women’s intimates designer to ensure that the harness facilitates free movement, ensures both control and communication, and keeps the dog safe in a variety of situations while not disrupting its gait. Situational awareness is top of mind at Noxgear, where CEO Tom Walters notes that runners now have even more distractions on the road with scooters, e-bikes, cars and more. “The awareness is critical for safety, but it also connects you more to the run and the world around you, which is exactly what our customers want.”

WEATHER PERMITTING

Fret Not About Running Up Against the Elements.

For our apparel team, we see weather as the biggest barrier to a great run,” explains Bennett Grimes, director of apparel product line management for Brooks. To compensate, the brand offers collections for really cold weather, jackets for water and wind, and also comfort-driven accessories.

Monica DeVreese, rabbit CEO, notes that since “consumers are becoming more educated and intentional about what they wear, especially  when it comes to sun exposure, heat management and visibility; retailers are responding to that demand by prioritizing products that offer protection from the elements while still delivering on performance and style.” The exec adds that there is a “clear shift toward more technical, performance-driven apparel where safety features are built-in, rather than added on.” BoCo Gear Director of Sales and Marketing, Hillary Matthews, is clocking “more runners crossing over from road running into trail, ultra and adventure-based events; which means they are outside longer and dealing with more sun, heat and changing weather.”