Couple things I have noticed as a parent in Massachusetts. Kids are REALLY into running. Who runs fastest in the gym class mile is like a big topic of conversation among my middle schoolers, both boys and girls. Other parents hear about kids times. I think the hobby jogger atmosphere - so much attention on the boston marathon, town 5ks, etc. really rubs off on kids, and there is some really strong youth coaching around. My kids when in elementary school would win ice cream parties for the class that had the most participants in the local kids mile/adult 5k. The youth track series meets are very well attended, both indoor and outdoor, and kids appear to have a lot of fun at them. Kids take pride in being on the high school running teams, and see them as more than just the sport you default into if you can't make the Big 3-4 team sports. Kids that may have been playing soccer/lacrosse/field hockey etc. are running instead after they realized what they could do in the local 5ks and or gym mile when they had pride in their effort and finishing times.