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.

A mentorship programme and space for young people, to explore running, expressing themselves the best way they know how, by being creative.
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.