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To invite more people to join the world’s largest sport, Craft decided to turn the solitary experience of running into a social one. One city at a time.
Running is the world’s most popular sport. But motivation issues and safety concerns still prevent a number of people from lacing up and hitting the streets. To help more newcomers discover the joy of running, Craft decided to create a global community for local runners everywhere. Craft Run Club offers newcomers and experienced runners the chance to connect with each other, learn from elite runners and join weekly runs in Boston, Paris, Copenhagen and Stockholm, with more cities to follow in the future. In other words, Craft Run Club is a brand promise in physical form that creates global and local visibility with every step.
To give the club a distinct personality, we created a playful, animated visual identity inspired by the history of running and street culture. It’s job is to connect each city club with each other and the main brand, while calling attention to itself in busy streets and urban environments. The identity spans logotype, colors and typefaces to merchandise, signature club kit and exclusive gear for city captains.
Like the club itself, the campaign is made to run both off- and online, mixing digital and social content with posters, stickers and portable signage. A dedicated web site acts as the campaign hub, where members sign up for introductory offers and monthly newsletters. The site is linked to Craft’s Strava account, where members can join up for upcoming runs, take part in discussions and read reports from the road. As the club grows, the GPS functionality will be used to celebrate milestones, create challenges between city clubs and make runners in other locations feel connected to the community.
Craft Run Club launched globally in early 2023, following a short teaser and recruiting campaign for captains. The first four clubs are up and running in Paris, Boston, Copenhagen and Stockholm, with more cities and continents expected to be added in the near future. The launch campaign has generated interest from thousands of runners interested in becoming captains and over 100.000 impressions and interactions online.