Make Adidas running community 'running club' more relevant to a Gen Z audience
Adidas: run with flow
My Role:
Strategist
Copy writer
Adidas brief
Research/Insight
Our team attend the Adidas running club sessions.
This "High intense" beginners run was, full of pro athletes, fast paced and full of a lot of older runners.
This makes it really difficult to convince beginner Gen Z runners to start and stay in the running club. Since it's very misleading though further research we found out that, Gen Z want to be running alongside people they share common interests with because everyones too busy trying to become creatives.
As children we always used to run together, but why as we got into our teens did we stopped. Only to re-attach to running in our elder ages?
look at some of the record breaking marathon runners!
Idea
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To engage and connect Gen Z in the running club in a meaningful and encourage way to get them to stay. We will bring them a mobile hub and creative mentoring programs, to build them from the bottom up on running. While adding a hint of creativity.
Also fixing the problem of no hub for the adidas running club.
4 regions of London (north, east, south, west)
Adidas captain's will be in charge of their own region
They plan hang outs locally to connect.
Running together to a Gen Z designated place, picking the destination instead of a time or distance
All the region will be able to connect together on the boat that will be hovering around the river Thames. We will hold creative sessions and a 101 guide of how to run programs on the float (Adidas boat).
Execution
Events and sessions taking place on the boat.
Sign in using the Adidas running app.
We will also be doing things like shoe fitting to find your perfect shoe fit. Offering discounts for those who regularly come with bonus streaks. Bringing back the OG adidas tracksuits, outfits and shoes for the fashionable Gen Z people. Stated in recent 2023 article by Forbes "Gen Z (girls and trans especially) like Adidas clothes and fashion."
