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Report: Millennial Runners are Wooed by Athlete Endorsements

Don’t underestimate the power of star athletes.

The 2017 Brooks Global Run Happy Report found that 71 percent of U.S. millennial runners surveyed said they are more likely to purchase a product that is endorsed by a superstar athlete.

Meanwhile, “work ethic” is the No. 1 quality runners admire in a professional athlete, followed by with “determination” and “commitment.”

Italian runners, on the other hand, were five times more likely than U.S. and U.K. runners to select “good looks” as a top quality admired in pro athletes.

Brooks conducted the survey in partnership with Morar Consulting, which asked more than 6,000 adults, who typically run at least once per week, various questions about their dreams and perceptions of being a professional athlete.

Brooks celebrated Global Running Day on Wednesday by inviting all runners to become a Brooks endorsed athlete. The Brooks Big Endorsement campaign was inspired by revelations from the report, which found that 62 percent of runners across the globe dreamt of becoming a professional athlete as a kid.

All runners interested in becoming part of the Brooks Big Endorsement can sign up at In addition to bragging rights, Brooks-endorsed athletes will receive a $1 check and access to content from Brooks experts about training, nutrition and a variety of other running related topics.

“Running is the most inclusive sport the world has ever known, and we believe all runners deserve support and recognition whether they’re running to improve health, clear their head, support a cause, connect with friends or chase after a goal,” said Brooks CEO Jim Weber. “The Brooks Big Endorsement celebrates the many faces that make up our global running community and hopefully inspires more people to lace up and run. I’m excited to cheer on our new athletes as they embark on their running journeys.”