In modern football, running is no longer a skill dependent  it’s the heartbeat of the game. Today’s players cover more ground, at higher intensities, and recover faster than ever before. Endurance, sprint speed, and rapid recovery now decide matches as much as tactical systems or technical flair. Being able to outrun your opponent is no longer a tactic for lower league teams to beat their heightened rivals, it is now a metric of highest importance to top coaches like Klopp and Guardiola to enable their strategies.

Brooks x Cambridge: The Lowdown

That’s why further down the pyramid Cambridge United’s partnership with Brooks Running is making waves. It’s not just another sponsorship deal; it’s a performance-driven collaboration that’s changing how players train, recover, and connect with their fans.

Elite footballers now run between 10–12 kilometres per match, with hundreds of short sprints and explosive accelerations. Analysts track every step, from top speed to recovery time, to ensure players can perform in the dying minutes as well as they do at kick-off.

Running performance directly impacts match results. A last-minute counterattack, a crucial interception, or a lung-busting overlap often comes down to who has more left in the tank. That’s where specialist running footwear comes in.

With Brooks supplying Cambridge United players with performance-engineered running shoes, the squad is gaining advantages beyond the pitch. The right shoe can improve energy return, reduce joint stress, and enhance recovery turning each training session into an investment in matchday stamina.

Although once pre-season starts the boots are on, we had a chat with Head Fitness Coach Laurence Bloom and then Centre Back Partners Michael Morrison and Kell Watt,who talked us through their pre-season routine and what it takes to get fit. The real value of being sponsored by Brooks is pre-pre-season, during the Summer players have their own running routines that are tracked. Michael Morrison vetren defender was quick to point out his routine is slightly tailored compared to some of the younger lads at this point. None the less the types of runs the Cambridge guys are doing means they need the right footwear for that run. I.e for the long get that cushioning while needing the lighter shoes for faster work.

A really interesting insight was Laurence Bloom providing the insight that clubs plan all the load for players during summer, so when you see clips of your favourite player over the summer with their own personal coach might be to their determent long term!

Once pre season starts the players will be back in boots, as running trainers provide a lot more cushioning than boots on the grass so players need to start adapting again. Laurence has 100’s of different tailored running sessions which were incredible to see, all taking into account Hi intensity distance running, velocity of runs, amount of acceleration and deceleration and sprints. To give you an idea some the sessions included extensive intervals running 0.8-0.9KM very 4 minutes with 2 min walking rest for about 10 reps. A mixed interval session of varied distances of sprints to achieve a 5KM and a Fartlek session which is favoured of sportsman and runners alike.

A New Approach to Football Sponsorship

Having Brooks as the sponsor goes beyond just running attire. In football, sponsorships have often been simple: a name on the shirt and a payment in the bank, historically betting companies and beers have dominated the prime real estate on the front of shirts but Cambridge United and Brooks are proving that partnerships can be more meaningful.

Their collaboration extends well beyond the training ground with the launch of the Brooks Running Run Club, a community-focused initiative bringing players, supporters, and locals together for regular runs. It’s an activation that promotes health, inspires participation, and builds a shared identity between the club and its community.

For fans, it’s a rare opportunity to lace up alongside their footballing heroes, while for Brooks, it’s a chance to showcase their products in real-life performance settings.

It’s a blueprint that blends elite sport with grassroots connection — proving that when a football club and a brand share values, the result is more than marketing. It’s a movement.

For Cambridge United, the Brooks deal isn’t just about a name on the shirt. It’s about building a fitter, more resilient squad and a stronger, more connected fanbase.