Running has surged in popularity since the pandemic, transforming from a solitary activity into a vibrant community movement. Every week, more and more people are kick-starting their running journey, whether it’s for physical fitness, mental well-being, or simply to be part of a community.
In turn, the running community has evolved into a wide reaching network of engaged and passionate enthusiasts. You don’t have to look far to see the groups that have developed out of this growth and the social value these clubs bring to their attendees.
As a communications agency, strong relationships are at the heart of everything we do. Our involvement in the communities vital to our brands is essential for delivering success to our clients. It is with this recognition that we launched our very own Canoe Run Club, designed to bring together some of the most-recognised individuals in London’s running scene to run, chat, capture content, and learn about the brands involved.
The Canoe Run Club’s debut – a scenic 12km run through east London in partnership with Smartwool, Altra and Oakley – took place during our seasonal AW24 Press Days event. To join us, the Canoe team gathered 30 key running media figures and influencers.
Attendees gathered at the Canoe headquarters to collect their kits from a branded product area in the showroom. With attendees’ bags securely loaded into the Canoe van for transport to the finish line, all runners assembled at the partner-branded ‘start’ banners for a briefing on the features and capabilities of their gear from brand representatives.
After getting to know the gear, and each other, the run began on Brick Lane, with two pace groups navigating a scenic route through Victoria Park, along the canals, and through Walthamstow Marshes.
The run concluded at Signature Brew Co. on Blackhorse Road, where participants enjoyed well-earned refreshments and shared their experiences.
In our industry, face-to-face time is priceless. Our first Canoe Run Club event serves as evidence of that. By creating this engaging experience, the Canoe team not only developed existing and new relationships but also generated substantial social media coverage for the brands involved, featured on some of the most prominent and followed running pages. In addition, guest-created content and our own photography and film provided valuable digital assets for social media.
And by no means do we intend to stop here. Following positive feedback from attendees, including praise for the extended length of the run, Canoe Run Club will continue to build on this momentum with more events. Our next run will further these connections and continue to showcase the brands involved, while enabling attendees to cover more ground and explore new areas. Stay tuned for the next chapter of Canoe Run Club.
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