Renegade Running Creates Space for New Communities
Renegade Running, a specialty-running store located in Oakland, California, opened its doors in the spring of 2020, just days before the first coronavirus lockdown. Despite the challenges, owners Victor Diaz and Bolota Asmerom, have navigated the pandemic to create a business that’s quickly grown to support the local running community.
I caught up with Victor in a short interview about Renegade Running’s first year in business and their vision for the future.
Co-owners Bolota Asmerom and Victor Diaz. Photo: Renegade Running
Tell us a bit about the origins of Renegade Running. What was the inspiration behind opening a running store in downtown Oakland?
Victor Diaz: The idea for Renegade Running came from a lack of representation of people of color in the running industry in general and in the Bay Area specifically. We felt that the East Bay needed a hub, an actual physical space, where runners from all backgrounds could come to learn, train, and celebrate together. The word “renegade" is someone who challenges traditional conventions, going against the grain towards a bigger purpose, someone that isn’t afraid to be the first one through the wall. So the store was founded on these renegade principles.
We also noticed a growing number of brands making super cool technical apparel and accessories that no one in the Bay was carrying. These new brands like Satisfy, District Vision, Unsanctioned, and Reigning Champ design for sustainability. They pay attention to the smallest detail and, in many cases, they look great post-run. We love bringing these brands to Oakland and we’re always keeping an eye out for emerging trends. And we have some exciting brands coming soon in 2021!
Photo: Renegade Running
2020 was a tough year, especially for small businesses. How did you adapt as you opened Renegade Running? Did you learn any lessons from your first year that you’ll take forward?
VD: We recognize that other businesses have had it way tougher than us, so we feel blessed that our doors are still open. The biggest obstacle during the pandemic has been the inability to gather in large groups. We had big dreams of building a run crew with dozens of folks meeting weekly and offering classes and speakers in our space on a consistent basis. But we’re feeling hopeful for 2021.
Photo: Renegade Running
The takeaway from the last year is that we have to be more than a traditional running store. We have to offer services like coaching. We have to partner with other local businesses. We have to work with community organizations to do our part in making a more just society. And we’ll continue bringing products that you would never expect to find in a running store—so when you see and feel it at Renegade Running, you’re like, “Yes! I need that.”
2020 also refocused our attention on racial injustice and structural disparities within our economy. There’s a deep sense of community inclusion that runs through Renegade Running’s ethos. How does your store reflect the diversity of the East Bay?
VD: We’re athletes, we’re Oakland residents, and we’re small business owners. But we are men of color first. We walk through a world that is often brutal and ignores our resumés, character, and the values we live by. We’ve used these experiences to shape the core principles of our shop: we’re here to serve all folks regardless of background and athletic experiences.
““I believe it means more of us will need to be silent long enough to listen to other narratives different from our own.””
We are also grateful to be in Oakland. This city is rich with activists, artists, and community leaders making a huge difference in underserved communities. If you live here, as a resident and business person, it’s easy to see how speaking up and taking action can make a difference.
In the spirit of the renegade, we want to make a difference in the running community and beyond. One tangible example, was our partnership with Umber, a Black-owned magazine that highlights stories, artists, activists, and community leaders. We gave them our space for the launch of their October issue. Together we celebrated our two communities that on the surface may seem dissimilar, but when we were all in the same room, folks had a number of experiences that intertwined. It was a beautiful night of food, music, art, and storytelling. We’ll absolutely continue to partner with more community folks as soon as public health improves.
Let’s focus on the store itself—a beautifully designed shop with high, open ceilings complemented by wooden detailing. What’s the vision for the space on Grand Avenue?
VD: It has always been the plan to build a running store that reflected a more modern retail experience. Running stores of the 70’s and 80’s had a cool mystique about them: old race jerseys hanging above a cluttered shoe wall and with apparel that consisted of way-too-short running shorts and see-through singlets. Those stores are to be adored—not replicated. When I see “modern” running stores trying to replicate that aesthetic I cringe. I try to imagine what I would want from a running store two years from now, five years from now, and that is the standard we’re striving to become today. We’re always going to bring the highest performing shoes, apparel, and gear to our shop.
Photo: Renegade Running
Photo: Renegade Running
It’s also important for us to carry products that crossover and appeal to a more diverse audience. Our partnership with Brandblack is one example. They are a Black-owned company; the founder, David Raysse, made Grant Hill’s basketball shoes while at Fila back in the day. And before starting Brandblack, he designed Meb Keflezighi’s GoMeb Skechers performance running shoes. Brands like Brandblack draws “non-runners” into our store and allow us to have a more relaxed conversation about running and overall wellbeing.
And does that sense of inclusion affect how you see the store’s role in the running community?
VD: If you go back and look at a number of runners’ Instagram profiles after the killing of Ahmaud Arbery, you’ll see an overwhelming call for an end to racism and for the running industry to self-examine and do its part to forge a more just society. I want to believe that many of us in the running community are still committed to this transformation. I often think about what that looks like in practice (beyond the digital world). I believe it means more of us will need to be silent long enough to listen to other narratives different from our own. I hope that more of us will venture out into communities different than the ones we grew up in. I also hope that runners with more experience running and racing will find their way to a local run meet-up and make friends with those just starting out.
Renegade Running is located at 45 Grand Ave. in Oakland, CA. You can also shop at their online store. For upcoming events and sales, follow them on Instagram and Strava.
