Running brands spend real money on Instagram ads, but how do you know which content is worth promoting? Organic performance can tell you a lot before you spend a dollar. Josh breaks down why brands keep paying to push content that isn't working, what to look for before buying attention, and why being willing to look stupid is part of figuring out what actually resonates.

Plus, one number from Mike Hahn's Work in Running: $120,000, the top of TYR's advertised salary range for an in-house photographer-videographer. And something worth noticing: Cole Townsend's Running Supply residency at Heartbreak's Cambridge store, where an independent running newsletter is becoming a physical retail experience. A few thoughts on HOKA's new subelite program and Nike's renewed attention to specialty retail round out the week.

• Work in Running Email (WIRE)
• Running Supply
• Running Sucks

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Run Intel is a weekly podcast about the business and marketing of running, from the Borderlands Podcast Network. Hosted by Josh Rosenthal, it explores the brands, people, ideas, and decisions shaping the running industry. Made for the marketers, founders, retailers, and industry insiders building the future of the sport.

Have something worth sharing? Send it to intel@borderlands.cc.

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