Running Industry Alliance (RIA) has announced a new collaboration with creative agency Outside of Ordinary (OOO), with an evening focused on creativity, running culture and future trends at The Running Conference presented by haku (TRC25) on Sunday, December 7, 2025.
The event is part of OOO’s Creative Assembly series and will be tailored specifically to the business-to-business (B2B) running community. Taking place at Burleigh Court in Loughborough, UK, and exclusively for RIA members attending the conference, the Creative Assembly… ‘will be sparking conversation, inspiration and connection, whilst showcasing the power of creativity in the sport and business of running.’
Featuring short, punchy talks, the Creative Assembly at TRC25 will look to create space for RIA members to reflect, share, and connect in a fresh and engaging way. Speakers will explore how creativity and storytelling can influence the running community, the evolution of running events, and the role of retail and brand experiences in shaping the culture and future of the sport.
Outside of Ordinary (OOO) has built the Creative Assembly series around the belief that creativity has the power to inspire change and bring people together. Partnering with RIA at The Running Conference marks a deepening of collaboration between OOO and RIA.
Rebecca Richardson, CEO of RIA, said “We’re thrilled to be working with Outside of Ordinary to bring something truly different to our members at TRC25.
“The Creative Assembly evening is about creativity, brand, stories, running culture, the future, and shared experience – perfectly aligned with the values of The Running Conference and the RIA business community. It’s going to be a fantastic way to spend the Sunday evening together and a perfect icebreaker for RIA members.”
Ian Hogg, Co-Founder of OOO, said “We are looking forward to hosting the Creative Assembly at TRC25, and this first evening icebreaker will be carefully assembled to get us all thinking, listening, questioning and primed for the next couple of days at the conference.
“You can expect a curated session of snappy, short talks and an engaging evening dedicated to creativity, running culture and the future.”
The Creative Assembly at TRC25 will take place on the first evening of The Running Conference 2025, setting the tone for three days of the conference at Loughborough University about the future of the industry.
