What Emily Oster Wears to Work Out
The economist's take on running wear, Nike headlines, Puma x Harry Potter, and more...
When I started this newsletter on the eve of the “Summer of Sport,” I hoped to examine trends and dissect brands, but I also hoped to speak with women about their approach to dressing for performance. I’m inspired by writers like Vanessa Freidman of the NYT, Robin Givhan at the Washington Post, and Elizabeth Holmes of So Many Thoughts, who’ve demonstrated that what we wear and why we wear it has real significance. As I explored in previous newsletters, being a woman and dressing for performance can be complicated. But it can also be fun!
On that note, I am beyond thrilled to share my latest interview with none other than economist, author, podcaster, and very fast runner Emily Oster. We met at an event a few years ago and I can say Emily is as generous with her time as she is with her ParentData. As ever, if you like this series and have ideas for who I should chat to next, let me know!
The Road is My Runway
Professor Emily Oster on the search for a headband that stays put at pace…
What was your introduction to sports? Do you remember what you wore?
I grew up running 5Ks with my family — the New Haven Road Race has a 5K which goes along with the 20K championships and we ran it every year. I probably started at 6 or 7, so I'm guessing I wore…terry cloth shorts and the race t-shirt.
What do you like to wear to run in? Since this is often weather-specific, imagine it's your ideal running weather in Providence.
Ideal running weather is of course 50 degrees, just to set the stage. I am a devotee of short tights (Oiselle Pocket Joggers, also something from On which I like). Sports bra with a phone pocket in the back (I love the ones from Rabbit) and a tank top. Keira D'Amato said something I really agree with, which is that short-sleeve shirts are dumb. It's either warm enough for a tank top, or you need long sleeves. This is just true.
What do you like to race in?
This is an experiment lately but currently shorter short tights and a crop top. Or a sports bra alone.
You travel a lot and often run while you're on the road. How do you approach packing for running alongside everything else?
My family would say I take up too much space. The big issue I find is the shoes. Sometimes I just give in and assume I'm going to have a suitcase of running stuff. But if I'm trying to keep it light I'll *sometimes* plan to run in the sneakers I wear to the airport. But then it's annoying because my best running shoes are not good for the airport and walking around. Also, in my ideal world I'd bring a small foam roller. Can you see this is a problem I'm still working on?
I'm obsessed with workout hair routines – it's so personal but so important! How do you wear your hair when running?
Low ponytail and a headband. BUT: I have struggled to find headbands that stay put. My hair is pretty short so I do need the headband so it's complicated.
Since you're all about data, what's your approach to tracking your runs? Do you wear a watch/Whoop/Oura etc?
Garmin 255. I have the standard love-hate relationship with the watch. I don't like when it tells me I'm a "-1" at the start of a workout. But I do like the data.
You often answer your Q&A's on IG fresh from a workout. Does that influence your routine at all?
Honestly, it's a bit of an excuse. I live at the top of a large hill. So I stop running at the bottom of the hill and then walk up to do Instagram. It's work! Of course, I'd love to run the hill. But, you know, people need their questions answered.
What do you think is missing from the market in terms of running gear?
Headbands that stay put.
Quick Thoughts
Things that Drew my Eye or Ire…
Last week, I wrote about boutique activewear brands debuting at NYFW. Not to be outdone, Nike Women presented “The Look of Victory,” an exhibit exploring how sport informs fashion. Obviously, I liked this. How long before the Met Gala tackles this theme? Maybe in May 2028 before the LA Games?1 Anna Wintour and Andrew Bolton, you know where to find me.
Speaking of Nike the headline on this Bloomberg story by Kim Bhasin and Lily Meier is so brutal: “The Man Who Made Nike Uncool.” Storytime: I did PR for a Nike brand almost a decade ago. A local magazine called an executive “uncool” in the body of an otherwise fairly positive profile and as a result, I spent the day before Thanksgiving calling the reporter to discuss why she was so snarky… They used to care a lot about these things under Mark Parker, so I feel bad for the PR person getting the blowback on this. Or maybe that’s the difference – they’ve lost the people who cared so deeply about the nitty-gritty details of how the brand was presented, even in regional media. From the piece: “He’s lost the community at Nike,” says Travis Gonzolez, Nike’s former director of client relationship and communication, who was laid off by the company in May.” and “The Nike talent today does not, in our view, hold a candle to the talent at Nike seven years ago.”
On the topic of people being fired, I am very confused by how this Puma/Breanna Stewart x Harry Potter basketball shoe collaboration got the green light, especially in light of J.K. Rowling’s long history of transphobic statements. Given the large LGBTQ+ presence among the WNBA’s players and fans, this feels like a huge misstep (pun intended).
In better news, this Glossier basketball jersey is just fun. I love this partnership.
LinkedIn was surprisingly rich in content this week. Lululemon shared some insights from their team on how they designed their Team Canada uniforms for inclusivity and the Co-Founder of Manors Golf shared some BTS on their rebrand and its impact over the past year. Their updated logo and black and white identity feels a little like “blanding” to me (why must performance always be signaled by black or neon?) but I always appreciate insights on how they got there: “We’d started to notice a worrying trend in how Manors was being perceived. It was clear that a large portion of our audience didn’t think of us as a golf brand at all, but instead, a golf inspired fashion brand.” This is a problem that many boutique activewear brands may face. How do you effectively telegraph both performance and style?
Thanks to my tenniscore research, I’m now getting bombarded by golf brands on social. As with tennis, there’s a lot of sameness but I thought this dress from Malbon stood out. I love the dropped waist and asymmetrical pleated underskirt. Turns out Malbon has a lot of fashion-forward looks for women. I’ve seen Malbon in the press for signing Jason Day away from Nike and his subsequent bold outfits on Tour but missed the hype around their women’s collections. Will plan for a golf brand round-up soon!
M.M. LaFleur is brilliant at brand marekting. Their “Ready to Run” campaign to outfit women campaigning for office is A++ so I shouldn’t have been surprised to see this smart partnership (alongside Margaux) with Team USA golf at the Solheim Cup. Feels laser-pointed at their audience. Better yet, the team looks amazing in this belted suit dress (This is what happens when you design a blazer look for women, first – Ralph Lauren take note!) It’s their Gwynne style, which you can buy here (the burgundy colorway is particularly on trend!) They styled it perfectly with Marguax’s Platform Sandal in gold.
I spotted this new British performance sock brand, Courier, aimed at the “Renaissance Athlete.” America and Britain seem to be pumping out boutique activewear brands at pace – could be fun to explore some of the nuances in a future newsletter.
Speaking of European activewear, Saysky’s Copenhagen pop-up looks cool. Their designs haven’t stood out to me in the past, but their new paisley-print collection feels fresh and differentiated in what’s an increasingly crowded running space. Copenhagen has an awesome running scene (its marathon/half are high on my list of races to run.) Given the ongoing obsession with everything Scandi-chic, perhaps Saysky can offer an alternative to Bandit’s NYC-centric POV by doubling down on its cultural cache?
Aligne’s Fall editorial with England Rugby is a perfect vehicle for tapping into prep’s resurgence in a mission-forward way. Everything looks so good!
Maybe it’s because I am a woman of a certain age whose been obsessed with romance since my aunt gifted me a stack of Eloisa James’ novels at 16, but I am seeing 831 Stories – the new romance platform by Claire Mazur and Erica Cerulo – everywhere.
I went to pick up their first release Big Fan and left with this Sports Romance hat too. I am a sucker for good merch, especially baseball hats I can wear for running. (According to the WSJ they’re a status symbol now.)
That being said, what are your thoughts on “The ____ is my runway” gear?
Nike’s started running a No Time to Lose Campaign in LA to tee up the Games. My money is they’re already talking to Vogue about the Met Gala…