Swiftwick and Cole Townsend Curate a Limited Drop of Vintage Boston Marathon Apparel

A Vintage Drop with Boston Roots

In the lead-up to the 129th Boston Marathon, performance sock brand Swiftwick has joined forces with Cole Townsend from Running Supply for something a little different: a curated drop of vintage Boston Marathon gear. It’s not your average merch release. Instead, the collection taps into the deep emotional pull of the race, offering pieces that date back as far as the 1970s and running up through the early 2000s. The project is also personal, pulling from the closets of Running Supply founder Cole Townsend and Swiftwick CEO Mark Chou—both longtime collectors of vintage running apparel.

The Goods

There are over 40 pieces in total, not just tees. The release includes everything from well-worn crewnecks to a full Bill Rodgers tracksuit from the ’80s. There are sun-faded graphics from the ’70s, loud ’90s prints, and the kind of race-day gear you might spot in a grainy finish-line photo. 

No other brands in the running space have launched a curated vintage collection like this before, so for fans of running history, Boston pride, or just great gear, it’s a unique chance to grab something rare.

More Than Nostalgia

Both Townsend and Chou are clear: this is about more than just nostalgia. For them, these items reflect running’s emotional core—how a sport that seems solitary on the surface is actually stitched together by generations of shared experiences. As Chou puts it, this drop is “about honoring the deep emotional connection runners have to the sport.” This drop is a way of sharing that passion with the broader community.

Interview With The Supplier

We talked with Cole Townsend, creator of Running Supply, vintage running collector, and primary supplier of this drop, to discuss how the idea came to life.

BITR: How did you get into collecting vintage running gear?

Cole Townsend: I’ve been into vintage for a while, but I really started focusing on running stuff after I found a couple of old race tees while thrifting. They felt more personal and relatable. I live in Boston and have paced the Marathon with the Achilles program a few times, so finding pieces from that race or local events made sense to me.

BITR: When hunting for pieces, what do you look for?

Cole: Mainly older years—especially the ’80s. The quality’s better—single-stitch cotton tees, you know? That era also had a peak in American marathoning. I look for pieces tied to Boston, races that no longer exist, or gear from places like the old Eliot Lounge or Falmouth. Pieces that tell a story.

BITR: How did this collaboration with Swiftwick come about?

Cole: I had mentioned the idea offhand to James Osborne from The Exchange. It was just how I wanted to do something with the collection, but I felt overwhelmed with the logistics. He knew Mark, Swiftwick’s CEO, was also interested in doing a vintage-focused project and connected us. Mark made the whole thing doable.

BITR: What can people expect from the drop?

Cole: We’re doing three online drops and maybe a tiny in-person event in Boston with leftover items. Most t-shirts will be around $75. The rare stuff—like track jackets or full kits—will go for more. I’ve got a full Bill Rodgers kit from ’84 that’s pretty special.

BITR: Was there anything in your collection you almost didn’t want to let go of?

Cole: Oh yeah, there are so many like that. I actually kept a Nike Eliot Lounge crewneck because it’s the only one I’ve ever seen. It would’ve been priced way above everything else, and I couldn’t justify listing it. There’s also a black and gold Nike track jacket from ’86 that I wore once and thought, “Man, this is cool.” But I had to include the good stuff—otherwise, what’s the point?

When and Where

The drop is happening in three waves: April 14, April 16, and April 18. Every item is one-of-a-kind and available only through Swiftwick’s website. There will be no restocks or reruns—just a set of genuine vintage pieces for those fast enough to snag them.