London has always been ahead of the curve for running. Home of the most famous marathon in the world, it's a core part of the city's DNA. So when adidas brought their run club to London, they needed a strategy to cut through the crowds.
We launched adidas Runners LDN as the anti-running club. A rebellious movement to use running as a means to explore and unlock our great city - exploring its secret spaces and hidden gems - a community out for collaboration and all-round self-improvement.
Looking after all weekly scheduling, route planning, production and content creation, we grew adidas Runners LDN from an initial core group of influencers to more than 10,000 members today. Our footprint covered the city as we grew our weekly runs, shut the roads for exclusive races across London boroughs, and welcomed Olympic athletes like Jess Ennis, The Brownlee Brothers and Wayde van Niekerk to join us for sessions.
Off the back of the success of adidas Runners LDN, I was invited to join the global adidas Runners team in Berlin to develop and design the strategy to continue to roll out the running club concept in new cities worldwide.