Over recent months we’ve been working with the team at adidas to launch the adidas City Runs series – a brand new season of races across the city of London.
A series of a 10k races renowned for their great party atmosphere – perfect for serious runners who want a challenge but don’t have the energy for a half or full marathon, as well as those who want to get out and set a heart-pulsing time across the (relatively) shorter road race distance.
So it was that we set about creating content across a range of influencer channels to raise awareness of the City Runs.
We worked with Bradley Simmonds, Diego Barrueco, Adrienne Herbert, AJ Odudu, Hayley Jane Warnes and Alice Tate (to name but a few) … all alongside Max Willcocks forming a ‘speed squad’ which included 10k British Champion Tracy Barlow (who was the first woman across the line on race day).
But we still needed a cracking media hook.
Enter Charlie Lewis, a man on a mission to run with a remarkable and quite inspiring story to tell.
Thanks to a sharp spot from one of the team, we managed to sign Charlie up to take part in the Shoreditch 10k City Run and to do as much media as we could find for him.
The team found more media than we could ever have imagined (poor Charlie, more than he imagined too). We set up a cracking pair of profiles with Daily Telegraph Men and Esquire – both with quite remarkable attribution and links to the City Runs sign-up pages.
Then there was a belting piece with the Evening Standard – a cracker online and a splash in the paper alongside. Coach loved the story so that took us to the heart of the running community while a final slot with the Daily Mail rounded-off a stunning set of coverage.
And here’s some of the aforementioned social content …