Globalization, digital influence, and local market screening

Abstract

The globalization of the sports industry and the rapid expansion of digital communication environments have profoundly changed consumer behavior in sport-related markets. Running footwear is a particularly dynamic segment of the sports equipment industry, where global brands, technological innovation, and digital information sources shape purchasing decisions. However, the extent to which global market trends are reflected in local recreational running communities remains insufficiently explored. The aim of this study was to examine the distribution and temporal dynamics of running footwear brands among recreational runners participating in a local running event and to assess whether global market trends are reflected in local consumer choices. Data were collected through systematic observation of footwear brands worn by participants in the 5 km race held as part of the Osijek half-marathon event in Croatia. The dataset included eight consecutive editions of the event from 2018 to 2025, covering a total of 2,284 runners. The analysis employed descriptive statistics, linear regression trend analysis, Pearson correlation coefficients, and hierarchical cluster analysis using Ward’s method. The results show that two global brands – Nike and Adidas – consistently dominate the observed sample, accounting for approximately two thirds of all observed footwear choices. At the same time, smaller performance-oriented brands such as Saucony, Brooks, and Hoka show gradual growth over the analyzed period. Trend analysis indicates increasing diversification of brand presence, while correlation patterns suggest competitive substitution between dominant brands. The findings suggest that although global market leaders maintain strong positions, local running communities selectively adopt emerging brands, reflecting processes of glocalization and local market filtering. These results contribute to sport marketing and sport management research by illustrating how global industry structures interact with local consumption patterns in recreational sport contexts.