Adidas
adidas Running

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!”

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.

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.