CRAFT community activations
Built Through Community
How local running communities became the foundation for authentic brand experiences and lasting audience connections.
To strengthen CRAFT’s brand presence in key German cities, we have supported the develoment and activation of local running communities since 2023.
Starting with the „Everyday Heroes“ community run series in Munich, this ongoing engagement includes community runs, Test & Try activations and local partnerships that create authentic brand experiences directly within the running community. Recent examples from 2026 include collaborations with cozy.runclub in Leipzig and hy:pe collective in Düsseldorf.
Result
- Around 300 runners attended the first CRAFT community run with hy:pe collective in Düsseldorf
- Strong reach generated through social media coverage
- Organic word-of-mouth recommendations and community-driven advocacy
- Collaborations with established running communities outside Germany’s major running hotspots strengthened regional brand relevance and created lasting connections with the target audience
- Test & Try activations proved highly attractive for both community hosts and participants, driving strong engagement and authentic product experiences
Image Credits: Hype Collective / @mazzn_w
Image Credits: Hype Collective / @saskia.thea
