We then took this identity back to its home: bodegas. To activate the local community in Harlem, we hosted a run whose start and finish point was King Towers Deli on 100 Lennox Ave. The run was led by Kwasi Kesi, a Harlem-based stylist, artist and member of the adidas Runners community and featured exclusive running accessories to keep runners warm.
People Running Together
Runners feel an inseparable connection to where they run, making running both an athletic and a cultural experience. Tapping into that truth, we created a new kind of running community that is creative, rooted in New York and powered by adidas.
- First activations for adidas Running in New York
- 2575+ attendees
- 130+ new community members
Harlem Run
Understanding identity is crucial in creating belonging, we anchored the adidas Runners community in a staple of New York streetscapes- bodega bags, with a logo and merch saying “Thank You for Running With Us!”
NYC Run Base
We also created the NYC Run Base, a cultural nexus and athletic resource for adidas Runners to train and connect in preparation for the New York City Marathon. For a week, it gathered runners with a program of creator panels, meditation and yoga, nutrition planning, integrated training workshops, and free runs.
