Why Runners Tape Their Nipples (A Membership Lesson)

Do you know what this shirtless runner is doing?

He’s taping his nipples as a preemptive strike against “runner’s nipple” - a painful chafing issue that long-distance runners often face. If you’re not a runner, this pre-race ritual might seem strange, as captured perfectly by the quizzical look on the face of the woman in the pink cap.

At the bottom of this classic Adidas advertisement (thanks, Matt), four small words add depth to the scene:

Runners. Yeah, we’re different.

This isn’t an ad for everyone. It’s an ad for runners. And if you’re a runner, it resonates deeply. Most people don’t tape their nipples - but runners do. The ad doesn’t shy away from this quirk; it celebrates it, building a sense of belonging for those who get it. Others might not understand, but Adidas signals that it does, speaking directly to its tribe: You’re safe here. We're your people.

This is a powerful example of a community-defining message. Building a tribe means embracing that some people will get you, and others won’t. Sporting brands like Adidas and Nike excel at this, but membership organisations can also adopt this technique to create stronger, more engaged communities.

Lean into what makes your members different

Your members are unique. They have traits, values, and experiences that set them apart. Instead of downplaying these differences, name them and embrace them to foster a sense of belonging.

Here’s a non-sporting example to illustrate this approach.

Over 20 years ago, I worked on the marketing team at Engineers Australia, a professional association for engineers. During my time there, I observed that engineers often share defining traits: they’re logical, curious, and exact. They see the world differently, approaching problems with a precision and mindset that sets them apart.

These characteristics aren’t just quirks - they’re what enable engineers to design resilient infrastructure, invent life-saving medical devices, and optimize efficient transportation systems, among many other impactful contributions. Engineering isn’t just a profession; it’s a way of thinking.

Back then, our membership approach focused on what engineers did. Reflecting on this now, I’d take a different approach: I’d highlight the uniqueness of who engineers are. It’s not about excluding others - it’s about celebrating what makes engineers special and inviting those who share that mindset to join the community.

Try this: name and embrace what makes your members different. By celebrating their uniqueness, you’ll build a community where they feel understood and truly belong.