Spanish Mafia – Where Running, Fashion, and Cultural Identity Collide

In late April 2025, a group of runners gathered for an intimate dinner in Madrid – but this was no ordinary pre-race meetup. The event, playfully dubbed “La Reunión,” marked the debut of Spanish Mafia, a new running movement born as a creative, community-driven alternative to traditional running clubs in Spain Led by Pablo Hernández – a Nike Running ambassador and founder of the creative lab UNITÉ – Spanish Mafia set out to redefine what it means to run in Spain. Instead of focusing purely on split times and training plans, this crew blends sport, fashion, and cultural identity into a lifestyle. The result is a platform where a run is not just exercise, but a form of self-expression and storytelling that welcomes people from all walks of life.

 A Spanish Mafia t-shirt emblazoned with the “Spanishhh Tour” – celebrating the Zurich Madrid Marathon on 27 April 2025 – represents the crew’s fusion of athletic purpose and cultural style. Powered by Nike Running, Spanish Mafia unites multiple city crews under one vision.

A Creative Running Crew Is Born

Spanish Mafia emerged from a desire to transform Spain’s running scene into something more creative and inclusive. “We started Spanish Mafia as a movement to redefine the culture of running in Spain – a platform where art, fashion and sport meet to tell our story in our own voice,” says Hernández. In his view, running isn’t merely a sport or a workout; it’s a rich culture and mindset. “There’s a whole new generation out there that sees running as more than a sport—it’s a lifestyle, a mindset, and a culture,” Hernández explains, noting that for many runners today, the activity connects with creativity and identity beyond the track.

In contrast to traditional running clubs, which often fixate on training plans and race-day results, Spanish Mafia leans into storytelling and style. The project proposes a new way to run as a community, with style and narrative as key pillars – elevating the running experience into a cultural phenomenon (something already seen in cities like Paris, New York or London)2. Hernández and his co-founders drew inspiration from these global running culture hotspots and brought that energy home. The name “Spanish Mafia” itself carries an ironic edge – a bold, tongue-in-cheek nod to family-like crew culture – signaling that this is a tight-knit tribe with its own rules and flair.

Q: What inspired you to create Spanish Mafia, and how is it different from a normal running club?A: Honestly, it came from feeling that running in Spain needed a shake-up. We wanted to elevate what’s ours – our style, our identity – through running. Traditional clubs can be very focused on performance. We’re focused on expression. For a lot of people, running isn’t just about training plans or race day anymore; it’s about who you are and what you love. It can be about music, fashion, the city streets – all the things that make running unique to each person. With Spanish Mafia, we put all that creativity and culture into the mix. It’s not about how fast you are – it’s about running in our own way and telling our own story through every run.

Spanish Mafia’s mission resonated with runners who never quite saw themselves in the mold of conventional athletics clubs. From day one, the movement positioned itself as an antidote to stuffy competition. Hernández describes the collective as “united by one vision to express ourselves through running and elevate what’s ours” – emphasizing pride in Spanish roots and personal style. Even the launch dinner was steeped in cultural symbolism: guests snacked on traditional bites under neon signs, and centerpieces included bright red botijos (classic Spanish water jugs) emblazoned with the Spanish Mafia logo, a playful blend of the old and the new. It was a scene that underscored the crew’s mantra that running can be art, and that embracing local culture can make the sport feel deeply personal.

 A traditional botijo (clay water jug) with Spanish Mafia and UNITÉ branding – a symbol of how the crew infuses local Spanish culture into its identity. “It’s about taking what’s castizo (authentically ours) and sharing it with the world,” says Hernández.

Inclusivity and Identity at the Forefront

From its inception, Spanish Mafia has put community and inclusivity front and center. The crew is actually a coalition – a “mafia” in the sense of family – composed of several local running collectives from different cities. UNITÉ (Hernández’s home crew) joined forces with others like Half Runners, The Graft Club, Vigy Sport, HUB Athletics, and Degens to form a single united front. Bringing these diverse crews together meant setting aside egos and local rivalries. “We all had to put ego aside and run for something greater than ourselves,” Hernández notes, describing how Spanish Mafia’s members share a bigger purpose than any one club’s agenda. The shared vision is to embrace running as a form of identity and creative expression, rather than a competition. As one article described, the collective links clubs across cities under a vision of “running as an expression of identity,” building a network that integrates design, storytelling, and a strong sense of belonging.

In practice, this means everyone is welcome on a Spanish Mafia run – regardless of pace, background, or style. At their meetups, you’re just as likely to find an art student rocking flashy sneakers and retro track pants as you are a seasoned marathoner in split shorts. The vibe is deliberately inclusive: speed is secondary to community. By redefining the image of who a “runner” can be, Spanish Mafia has opened doors for young people and newcomers who might have felt out of place in more traditional clubs. “Running is for everyone – that’s something we really want to show,” Hernández says. “Whether you’re chasing a personal best or just out to enjoy the miles, you should feel at home and accepted. We’ve got DJs, skaters, designers, first-timers – all running together. That mix is our strength.”

The group’s emphasis on identity also taps into national pride and representation. Spanish Mafia incorporates elements of Spanish culture in its branding and storytelling (from the crew name itself to event themes and local slang on their gear), sending a message that Spain’s running community has its own voice. “It’s time to put value on our culture and our roots – desde lo castizo, hacia el mundo,” Hernández wrote on one of his project post, meaning “from the authentic local tradition, towards the world.” In other words, by celebrating what makes Spanish running culture unique, they aim to share it on the global stage. This sense of ownership and pride in identity has galvanized members to see their daily runs as part of something bigger than themselves or their city – it’s about being part of a national movement that still cherishes individual expression.

Q: Spanish Mafia brings together crews from all over Spain. How do you foster that sense of unity and inclusivity among such a diverse group of runners?A: We realized early on that to unite so many different people, we had to leave egos at the door. Our motto is basically “no egos, we run as one.” It’s like a family – a very big, creative family. Everyone contributes their city’s flavor and ideas, and in return they become part of something larger. We make it clear that it’s not about who’s fastest or strongest, but about the vibe and the camaraderie. When someone new shows up to a Spanish Mafia run, they immediately sense it – the DJ might be playing, people are introducing themselves, nobody gets left behind. We’ve got crew captains from different cities working together, sharing stories. By the end of a run or an event, you feel that sense of belonging. Inclusivity isn’t a box to check for us; it’s literally why we exist. We want people to feel seen and celebrated for who they are.

Merging Sport with Style and Storytelling

One of Spanish Mafia’s hallmarks is its blend of athleticism with style and storytelling. This crew doesn’t see running as a solitary slog or purely a test of endurance – it sees it as a social and creative act. Hernández, who has a background in marketing and culture-building, often talks about how running intersects with other passions. “With UNITÉ, I’ve seen firsthand how running can intersect with art, culture, and style, especially in Spain. It’s not just about how fast you are – it’s about how you experience the sport and what it means to you,” he says. In Spanish Mafia, this philosophy comes alive in vivid ways.

For example, the crew’s events might start with a relaxed “shakeout run” through city streets and end with an impromptu block party or an art showcase. Music is a constant presence – from curated playlists to live DJs at meetups – underscoring the rhythm of feet on pavement. Fashion, too, is a form of expression: members often design limited-run t-shirts or custom crew apparel that riff on streetwear trends and Spanish motifs. (The “Spanishhh Tour” shirt laid out on the hood of a classic BMW, for instance, commemorated their presence at the Zurich Rock ‘n’ Roll Madrid Marathon 2025 – listing the event date and boldly stamping the crew’s identity next to the Nike swoosh.) These style choices aren’t just for looks; they’re conversation pieces that tell a story about the crew’s journey and values.

Hernández encourages members to share their personal stories and creativity. Spanish Mafia’s social media feeds and gatherings often highlight individual runners’ backgrounds – whether it’s a short film about a member’s neighborhood or a zine featuring artwork and poetry inspired by running. By doing so, the group turns the spotlight on voices that might not be heard in a typical racing club. Running becomes a form of storytelling. “Every run is a story. We’re writing a new chapter for running culture here,” Hernández says with a smile. “Maybe that sounds grand, but even a 5K shakeout can spark a connection or an idea. We have people who started running with us and ended up creating art or starting projects because of the community energy.”

Q: Spanish Mafia seems to mix running with fashion, music, and art. Why is that cultural approach so important to you?A: Because that’s what makes running come alive for a lot of us. Look, not everyone is chasing an Olympic time. Many of us run because it clears our head, it inspires us, it connects us with friends. Bringing in fashion, music, art – that just reflects who we are. I always say running can be a form of self-expression. The clothes or kicks you wear, the soundtrack in your ears, the photos you take on a run – it all tells a story. In Spain we have such a rich culture, so why leave that at the door when we lace up? We take what we love – our street style, our music (whether it’s reggaeton, rock, or flamenco influences), our local slang – and we mesh it with running. It keeps the vibe fun and fresh. And it invites people in. Someone might come for the cool event – like a run that ends at an art gallery or with tapas at a local bar – and they end up falling in love with running in the process. That’s a big win. The cultural approach also challenges the old image of running being lonely or hardcore serious. We’re showing that you can run hard and have fun, look good, feel connected to your roots. In short, we’re making running about lifestyle and community, not just sport.

“Stronger Together”: Collaborations and Community Events

True to its mantra of unity, Spanish Mafia thrives on collaborations. In fact, the crew itself is a collaboration of crews – a first-of-its-kind alliance in the Spanish running scene. This collaborative spirit has extended outward, forging connections with other running communities and brands. Not long after its launch, Spanish Mafia caught the attention of Nike Running, which recognized the movement’s grassroots energy. Nike’s support (acknowledged with a “powered by Nike Running” tagline on Spanish Mafia events) has provided resources and visibility, but Hernández is quick to emphasize that the heart of the project remains the people. “Nike believed in our vision and helped amplify it, but the creativity is all local – it’s all Spanish Mafia,” he says. The partnership has enabled some high-profile meetups – including the crew’s official presence at the Zurich Rock ’n’ Roll Madrid Marathon 2025, where Spanish Mafia set up cheer zones and hospitality that felt more like block parties than corporate booths. Runners from around the country came not just to race 42K, but to experience the culture the crew has been curating.

Spanish Mafia also works with independent brands and fellow creatives. In one recent collaboration, they teamed up with The Graft Club (TheGraftClvb) – one of the member crews – to produce a “Stronger Together” capsule collection of running apparel, blending streetwear aesthetics with performance gear. The phrase “Stronger Together” has become something of an unofficial slogan, capturing the ethos that multiple crews (and by extension, multiple communities or subcultures) are more powerful as one. Another project saw UNITÉ partner with a local specialty coffee company in Valencia for a morning run + café con leche event, highlighting that running can intersect with everyday lifestyle rituals. And on the eve of the Madrid Marathon, Spanish Mafia organized a public shakeout run in Plaza de España – inviting runners from any club or background to join a slow jog through the city center. This shakeout, advertised through the crews’ Instagram pages, wasn’t just about warming up legs; it was a chance to “run together, connect and vibe before the big race”. The sight of hundreds of runners of all stripes cruising past Madrid’s landmarks in a joyous parade – many dressed in Spanish Mafia’s all-black gear with stars and bold lettering – sent a clear message: running is better when it’s shared.

Even Spanish Mafia’s launch dinner, La Reunión, was essentially a creative collaboration between sport and lifestyle. Fashion, community and running literally sat at the same table that night. The dinner served as a manifesto for the crew – a declaration of intentions offering a glimpse of the future of running at a national level. Attendees included not only runners but local artists, designers, and influencers who left with the sense that something new was brewing. In the words of one attendee, “it felt like the start of a revolution, but also like a family meal.” By merging the social and the athletic, Spanish Mafia’s events break the mold of what running events usually look like in Spain. A 5K can end with a DJ set; a training run might double as a photoshoot for a lookbook. These hybrid experiences are attracting young runners who crave both substance and style – people who want a workout but also a community to belong to, a story to tell.

Q: Spanish Mafia has worked with big players like Nike and partnered with other crews. How have these collaborations shaped your journey?A: They’ve been huge, honestly. We say “Stronger Together” a lot, and we live it. The collaboration with Nike Running gave us a platform to reach more people – suddenly, our little idea had support from one of the biggest names in sport. But what I love is that Nike understood we weren’t a typical club; they let us lead with our culture. So at the Madrid Marathon, for example, instead of a standard expo booth, we had our Spanish Mafia cheer zone with music and street food – it was crazy fun. And collaborating with other crews – whether it’s London’s Track Mafia or crews from Paris, or even among ourselves in Spain – it’s all about learning and exchanging. We did that apparel capsule with The Graft Club, which was great because it merged design and running in a real product. We’ve hosted exchange runs where crews from different cities visit each other. Each time, it reinforces that this is more than a local thing – it’s a movement. Also, working together teaches us a lot. Every crew has its own strengths: some are great DJs, some know how to organize huge group runs, some are design wizards. Bringing that together makes events electric. At the end of the day, these collaborations have one big effect: they build community. The network keeps growing, and more people feel connected through running. That’s the goal.

The Power of Community and the Road Ahead

As Spanish Mafia continues to grow, its impact is being felt not just in race results (though members are certainly turning in strong performances) but in the cultural fabric of running in Spain. The movement has proven that there’s a hunger for community-driven, purpose-driven groups that go beyond the conventional. It has given young runners role models and a sense of belonging, and it has shown that inclusivity and creativity can redefine a sport’s image in an entire country. In an era when many sports are looking to broaden their appeal, Spanish Mafia offers a template for how to do it authentically: start with community, celebrate identity, and let culture lead. What began as a loose idea among friends has grown into a country-wide collective that’s putting Spanish running on the global map in a fresh, rebellious way.

For Pablo Hernández, the journey with Spanish Mafia has also been personally transformative. Not long ago, he was a runner who felt something was missing in the scene; now he’s at the helm of a movement that’s inspiring others. Yet, he remains humble and focused on the bigger picture. Ask him what advice he’d share with others who dream of building their own purpose-driven collectives – whether in running or any other field – and his eyes light up with the same passion that launched Spanish Mafia.

Q: What advice would you give to someone who wants to build a community or collective with a deeper purpose, like you’ve done with Spanish Mafia?A: First, start with your why. You need a purpose that you and your people truly believe in. For us, it was changing the running culture and making it inclusive – that vision kept us going even when it was just a small crew of us throwing out ideas. Second, build authentic relationships. A community isn’t about numbers; it’s about trust and vibe. Invest time in people, listen to them, let them shape the journey with you. We never saw Spanish Mafia as “Pablo’s project” – it’s a collective, and everyone feels ownership. Third, stay true to your culture and story. Use what makes you unique. In our case, embracing Spanish culture – our language, style, humor – that set us apart from day one. Whatever your community is, lean into what makes it different. And finally, be patient and consistent. Movements aren’t built overnight. Celebrate small wins – that first group run, that one collab tee you made, whatever it is. Those little moments keep the momentum. And don’t be afraid to try creative things. Not everything will work, but you’ll learn. If your mission is genuine and you care about your people, that purpose will shine through. At the end of the day, it’s all about community – if you take care of the community, it will take care of the vision.

Spanish Mafia’s story is still being written with each new run, each collaboration, each young kid who decides to give running a try because they saw a bit of themselves in this crew. It’s a reminder that sport can be so much more than competition – it can be culture, it can be family, it can be a movement. As the sun sets over a Madrid street after another Spanish Mafia group run, you can feel that energy in the air: runners trading high-fives, street art murals catching the golden light, music echoing off the buildings. It’s running, reimagined – powered by community and passion. In Spain, thanks to this motley “mafia” of runners, the simple act of putting one foot in front of the other has become a powerful expression of who you are and where you come from, and an invitation for anyone and everyone to join the familia.

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