Runners Club
Client: adidas w/D&AD shift
Creatives: Sergio Lopez, Tomi Afolabi, Mercy Mapaba, Tolu Elusade
Time-spent: 4 weeks
brief set by adidas.
Make adidas’ running community (adidas runners), more relevant to a Gen-Z audience.
adidas runners is collective for people to connect through their love of running.
7 years running it has evolved and amassed a core community of over 200 attendees, across 6 sessions each week.
With emergin competitors, running is becoming more saturated.
Its current model is failing to engage with a diverse Gen-Z audience.
We need a shake up.
80% of Gen-z are Creatives but lack spaces to connect, make and unite in.
With the recent closure of adidas runners hub in Shoreditch, both groups are looking for a home.
adidas will will be a pioneer in uniting gen-z with a mobile hub, connecting all of London across the river thames.
The first to run on water.
Promoted through various media, and partnerships.
- Promotion through selected BIG FISH
- UGC for their application (ADULT SWIM)
- Partnership with London Boroughs (Lambeth, Camden, etc)
- In app content (Masterclasses)
Our ethos - Everyone is a creative and running is for everyone.