Sports
Keep Running: Expansion Plans and Brand Origin
Igor Santos details the new compact mall store and reveals how the 'Keep Walking' slogan inspired the business name.
In a conversation at stemma China, Igor Santos revealed the behind-the-scenes story of creating Keep Running and the brand's next steps. The co-founder explained the storytelling concept behind their physical locations and the opening of a new mall store.
The transition from pure digital retail to physical spaces opened new pathways for Keep Running. About two years ago, the brand expanded its operation by integrating a gym, content studio, physical therapy clinic, and brick-and-mortar store into a single sports ecosystem. Now, the focus is on validating and scaling these initiatives with the opening of a second location.
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Second store and storytelling concept
The new branch introduces a brand-new format: a compact boutique inside a shopping mall. Instead of cramming walls with dozens of brands, the company opted for a curated lineup of around six partner manufacturers, staying true to Keep Running's identity centered around product storytelling.
According to Igor Santos, the store's purpose is to act as a vector and catalyst for the companies it represents, sharing the story behind each launch, technological breakthrough, and sporting milestone. This cultural showcase approach—where historic items, such as the Adidas running shoe worn in Tigst Assefa's record-breaking run, take center stage—sets the space apart from the traditional category-based shelving model.
The origin of the Keep Running name
During the chat, Igor also looked back on the lighthearted insight that gave birth to the brand name. The idea came during a casual drink of whiskey, directly inspired by Johnnie Walker's famous Keep Walking motto.
Switching from 'keep walking' to 'keep running' (Keep Running) came along with reversing the silhouette in the logo, pointing forward to symbolize the pursuit of health, resilience, and the lifestyle fostered by road running.
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