{"id":21643,"date":"2024-10-23T23:59:26","date_gmt":"2024-10-23T23:59:26","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21643"},"modified":"2024-10-23T23:59:28","modified_gmt":"2024-10-23T23:59:28","slug":"why-brands-are-racing-to-get-involved-in-running-clubs","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21643","title":{"rendered":"Why brands are racing to get involved in running clubs"},"content":{"rendered":"

<\/p>\n

\n

Tired: Dating apps.<\/p>\n

Wired: Singles\u2019 running clubs.<\/p>\n

Dating apps have stumbled like a marathoner cramping up at mile 22. Match Group, the parent company of dating apps like Tinder and Hinge, has reported a decline in paying users for seven consecutive quarters as of its Q2 earnings call in July. <\/p>\n

Where are singles finding matches these days? Among other venues, singles\u2019 running clubs and run clubs in general, which are exploding in popularity. As these clubs have grown, both endemic and non-endemic brands have pursued partnerships with them as a way to target specific demographics and broaden their marketing and branding.<\/p>\n

Not a sprint<\/h2>\n

Sneaker and sportswear brand Saucony has partnered with several run clubs, including Black Girls RUN!, Black Men Run, and No Bad Days, Jordan Yob, brand marketing director at Saucony, told Marketing Brew.<\/p>\n

\u201cYou can\u2019t go a day without seeing a couple of the run crews in Brooklyn,\u201d Yob said, noting the increasing popularity of run clubs in the US, and particularly in New York City.<\/p>\n

At some of these meetups, outside of providing T-shirts or refreshments, Yob said, Saucony has provided shoes for runners to try on, and even created custom shoes in partnership with some run clubs. (The company declined to share how much of its marketing budget goes toward these types of partnerships.)<\/p>\n

\u201cA lot of times, run communities have their favorite shoes that they may already be running in,\u201d Yob said. \u201cIt is an opportunity, when we do these events with run crews, to have them maybe try on a product that they\u2019re not used to wearing.\u201d<\/p>\n

Other brands are bringing their goods to run clubs, too. Gainful, a nutritional supplement brand, has teamed up with Lunge Run Club in New York several times this year. For some of the events, Gainful has supplied pre-workout supplements, hydration, and food, Kaitlin O\u2019Neill, the brand\u2019s experiential and events marketing manager, said. At one of Lunge\u2019s October meetups, Gainful ran a \u201cgolden ticket-esque\u201d giveaway, she told us, where the brand handed out tubes of its mango hydration product, three of which included a golden ticket good for six months of Gainful product for free.<\/p>\n

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Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

It\u2019s not just sportswear and wellness brands like Saucony and Gainful that are showing up. Netflix recently partnered with Lunge for its new rom-com show Nobody Wants This<\/em>, which follows an agnostic woman who falls in love with a rabbi.<\/p>\n

The event included a matchmaking game at New York bar Houston Hall for the occasion: Runners could fill out a survey to find their \u201cperfect match,\u201d then were given an envelope that contained the Instagram handle of another attendee who was their match.<\/p>\n

Real life runner<\/h2>\n

Brands aren\u2019t only showing up to target specific consumers. They\u2019re also using run clubs as a way to diversify their marketing and branding.<\/p>\n

Saucony has a \u201cstrong organic presence,\u201d and is active on TikTok and Instagram like many brands, Yob said. However, activating with run clubs can help Saucony connect with consumers outside of social media and help drive \u201cbrand love and brand loyalty,\u201d she said.<\/p>\n

\u201cA lot of times people run with a certain community that they identify with or that they connect with,\u201d she said.<\/p>\n

For Gainful, run-club partnerships are an effort to diversify its marketing. In the past, Gainful\u2019s partnerships were focused on fitness-oriented groups like gyms and the fitness race Hyrox, Courtney Scott, VP of marketing at Gainful, said. But now, as run clubs are exploding and bringing in people who may be approaching wellness more casually, Gainful is courting those consumers, too, she said.<\/p>\n

\u201cA lot of supplement brands are very focused on more high-intensity athletics,\u201d Scott said. \u201cRunning is so hot right now, but I think it\u2019s because it\u2019s welcoming to all people. Anybody can start running, and on Day One, you can go as slow as you want, and you can work your way up\u2026That\u2019s one of the things that really attracts us to run clubs and to Lunge specifically.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Tired: Dating apps. Wired: Singles\u2019 running clubs. Dating apps have stumbled like a marathoner cramping up at mile 22. Match Group, the parent company of dating apps like Tinder and Hinge, has reported a decline in paying users for seven consecutive quarters as of its Q2 earnings call in July. Where are singles finding matches […]<\/p>\n","protected":false},"author":1,"featured_media":21644,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21643","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nWhy brands are racing to get involved in running clubs | Brandiary<\/title>\n<meta name=\"description\" content=\"Tired: Dating apps.Wired: Singles\u2019 running clubs.Dating apps have stumbled like a marathoner cramping up at mile 22. 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