The Sociology of Business

The Sociology of Business

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The Sociology of Business
The Sociology of Business
How Running Culture Reached Hip-Hop

How Running Culture Reached Hip-Hop

Artists like Gunna, Central Cee and French rapper Rilès are suddenly posting running content and using the sport's once-uncool aesthetic to promote upcoming projects.

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Daniel-Yaw Miller
Feb 13, 2025
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The Sociology of Business
The Sociology of Business
How Running Culture Reached Hip-Hop
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In this Thursday’s guest edition, it is our great pleasure to welcome Daniel-Yaw Miller, an award-winning journalist, editor and advisor covering the converging worlds of luxury, athletes and sport. Dan built the Business of Fashion’s first-ever sports-focused vertical, and is advisor to athletes and brands at the intersection of sports and culture. Dan…

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A guest post by
Daniel-Yaw Miller
Award-winning business journalist covering the intersection of sports, culture, fashion and money.
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