We were tasked with creating a unique and innovative running concept to celebrate the spirit of community running and recruiting a mass audience into adidas Runners.

001.

INTELLIGENCE

Crew running culture has existed internationally for many years, but in South Africa it is still on a small scale, and relatively exclusive.

We wanted to give the people of Johannesburg an accessible opportunity to experience the energy and spirit of running as a crew, by creating a unique and inclusive running experience.

002.

RUN YOUR CREW

A new way to run, enabling participants to choose their 6-man crew, their distance and their routes through the inner city streets of Johannesburg before finishing together at a high-energy block party.

003.

ONE START. ONE FINISH. MULTIPLE WAYS TO GET THERE

All crews started together, and had the option to choose from three different routes and distances that diverged along the way.

No routes were published prior to the event, to provoke crews making choices together. All routes then converged again for the final 1km, ensuring all runners finished at the same time and place.

004.

BLOCK PARTY FINISH LINE

The run ended with a high-energy block party, comprising 2x stages, and live performances from some of the country’s top live acts and DJ’s.

The experience also featured a food market, bars, and stretch, charge and chill zones.

005.

GLOBAL AND LOCAL CREW PARTICIPATION

We hosted international crews from Berlin (Run Pack), Los Angeles (Blacklist) and London (Brunch Club), as well as adidas Runners from Berlin, Paris, London, Moscow, Stockholm and Tokyo.

We also had support from the most established crews in SA, The Nine Four (CT) and Thesis (JHB).