Field Theory launches run club

To Ian VanDam, fashion isn’t just about clothing—it’s identity. His business, Field Theory (8153 Big Bend, Webster Groves), isn’t just a store—it’s a community. So it should come as no surprise that the new Field Theory Run Club, slated to launch this Thursday, isn’t just a run club—it’s a movement.

The wellness experience blends athleticism, streetwear style, and intentional community-building. VanDam is partnering with high-end brands such as Satisfy, District Vision, Norda, and Breath and Exposure to create spaces where both experienced marathoners and casual but savvy runners feel seen and connected. Hoping to complement St. Louis’ robust running ecosystem, Field Theory Run Club aims to offer something more curated: a hub for transplants and locals alike to connect through shared interests, not only in running but also culture, fashion, and performance.

Ahead of the Run Club’s kickoff event—May 15 from 6–9 p.m., with a 7 p.m. run time—Field Theory will host a happy hour, social run, brand demos, complimentary drinks, a DJ, event-exclusive perks, and a pop-up recovery station with ice baths and a mobile sauna. VanDam recently shared more about what to expect.

What inspired Field Theory’s trajectory? When we opened in 2021, there was this massive explosion of interest in the outdoors—something I love. I grew up hiking, camping, climbing, going down to the country in southern Missouri. I simultaneously found an interest in design and fashion, and there was this interesting intersection that really seemed to explode during [the pandemic], with all these new people saying, ‘Hey, I love what this is about, but I don’t feel like the brands I see out here and these scenes really resonate with me fully.’ I started looking at, OK, how can we dial that experience or [that micro-movement]? How can I curate something that interests somebody who’s both into this thing, but they don’t really find that the existing scene fully resonates with them? When we opened, we sold a lot of outdoor gear, organized hiking events—that kind of thing. [Through that,] we found a community of people who were active, were interested in the actual activities themselves, and were interested in the design element but who really did come in for a sense of belonging and to be seen and find other people like them.

When did running become part of the fold? Through those early times, I really didn’t carry a lot of running brands…but over the last year or two, it’s been interesting to see how running has just exploded worldwide–it’s become such a powerful force for community and getting people together at a time when people are starving for real connection in the physical plane. There is such massive digital fatigue, and [running] became a space where people could easily just connect with others… I had been repeatedly [approached] by some of these innovative, elite brands like Satisfy about coming to market here and connecting with our audience and the larger audience of running [in St. Louis]. There was an opportunity to create something that was almost like a sub-ecosystem that complemented all of the amazing run crews around town, so we could create that tight connection between these brands that want to come into market and show what they have.

You’ve described Field Theory Run Club as a running lifestyle ecosystem. Can you expound on the culture you’re trying to build here? There is a huge gradient of people who fit into the running lifestyle. That’s the beautiful thing about running, right? On one end, some runners in our existing community are competing on a high level at marathons, at trail-running, at 100-mile events, 50-mile events—some impressive stuff. At the same time, I also have folks who run socially—maybe they’re running a mile—but the through line is that everybody is craving a sense of belonging and for something that feels curated, special, intentional, and maybe a little bit designed for them. I think it’s something that a lot more people appreciate in St. Louis than we sometimes maybe have a supply of. And so when we do these kind of curated events, I find there’s a strong turnout. People are excited about it—whether it’s the local who loves St. Louis and just wants more from it or the transplant who is trying to see if St. Louis is going to be a place that they can call home. I think they’re both seeing these events as refreshing and energizing. And like I said, it’s really about complementing what is already out there. I’m so impressed by what Ricky [Hughes] has been able to do with St. Louis Run Crew, bringing so many people into the fold of running. We’re just complementing all angles of that to make places where people really find a sense of strong belonging within that subculture.

How do the brand collaborations you’ve chosen enhance the experience of the Run Club? We’re not going to be like the typical run crews that have a firm, set schedule for when they meet up. Starting with our kickoff event, we’re going to do small social runs, and we’re really going to be focusing on brand-specific activations. So when Satisfy comes to town, it will be unveiling a footwear line this summer. It’s a really big deal in the run scene; they’re going to be doing a pop-up with us. We have new brands coming in the store [that] want to be able to demo and show off their products and connect with customers. And there will usually be a nice perk to those who attend the branded events. We’re all bombarded by digital ads; I think brands like Satisfy have done a fantastic job of saying, ‘Let’s all get together because if we create a beautiful experience, you’re never gonna forget the first place you saw that thing.’

Is there going to be a cost or any kind of frequency that people can expect with these events? We’ll always have a level that’s free for the social events side, but as we develop, I could see a world where there’s some added benefits for a membership. That’s a bridge that I’m looking to cross when we get there; right now, I’m just trying to get people excited about the possibilities of what this can be. Frequency-wise, we are doing a run in Webster Groves every other week. We’re doing a morning run at TechArtista in University City. We’ll be actively looking to add another run somewhere in the South City area, probably close to Benton Park. And then if this thing gets going, maybe we’ll do some cool competitions and races down the road. 

How do you believe design and fashion can motivate a runner? When you feel good and confident, I think it enhances both your performance and your sense of ownership, agency, and a sense of belonging in that thing. When you feel good, you run well—it engages you in a whole new way. It’s no accident that this running phenomenon has the DNA of brands like Satisfy all over it. There’s always been running—people who have been holding down these communities for a long time—but I think brands like Satisfy that offer high-quality, functional products opened up the conversation. 

Is there an element of the kickoff event that excites you most? I’ve heard several of the main local run groups are planning on attending, and that support is amazing. I can’t emphasize enough the importance of all the groups on the ground who’ve been doing this for a long time. I really do see this as a complementary piece to what they’re doing, while helping bring some of these brands to market and continuing to grow the running pie in this town.