I am a final year BA (Hons) Fashion Marketing and Branding student at Nottingham Trent University. My Stage 1 research explores the rise of endurance sport as a cultural space, examining how running and hybrid training are reshaping identity, wellbeing and community among a new generation of consumers. Through this, I investigated the shift away from performance-led narratives towards more reflective, experience driven participation. This insight informed the development of a storytelling podcast centred around the everyday athlete, to encourage a more honest and unfiltered experience of endurance sport. Alongside my academic work, my background in athletics has shaped a perspective that is both personal and culturally informed, allowing me to approach branding through lived experience as well as research. I am particularly interested in building brands that move beyond product, shaping culture, behaviour and community within the evolving landscape of wellness and performance.