We were tasked to drive awareness of lululemon and Strava’s 5K challenge for Global Run Day. The challenge was pivoting from planned events to securing cut-through, with endless running challenges during lockdown…

We went virtual, with a digital event for pitching to listings press, targeting shopping pages with our run product and offering our ambassadors for expert comment.

Honed in on ‘of the moment’ messaging around mindful run – and seeded this with product to consumer and national press. We also tailored content to individual publications tapping into topical themes such as the rise of virtual run clubs, and preventing injury as a beginner.

Having decided to use the time to drive coverage in completely new titles for the brands, we were delighted to secured coverage in Bustle.com as well as the likes of Mensfitness.co.uk with comments from lululemon ambassadors, product placement coverage in Runnersworld.com and Womensrunning.co.uk and coverage of the Strava challenge in Coach.co.uk and Womenshealth.co.uk.

The total reach exceeded 11.3 million and helped elevate lululemon’s position in the running space, a key objective for the business.