I’d focus on creating spaces — both online and in-person — where runners feel seen, supported, and connected beyond just performance. That could mean organizing local group runs with themes or causes that resonate with different audiences, spotlighting community members’ stories on social media, and fostering two-way engagement through challenges, Q&As, or meetups. 

I’d focus on creating an experience that’s authentic, visually engaging, and shareable without requiring a huge budget. For example, I’d set up a simple but eye-catching pop-up or photo station — something that encourages people to post organically. Partnering with local creators or micro-influencers to document the experience can amplify reach at low cost. I’d also use interactive elements like giveaways, QR codes linking to exclusive content, or user-generated challenges to drive engagement both onsite and online. The goal would be to turn festivalgoers into brand advocates through creativity and connection rather than expensive production.

I think Alix Earle would be a very strong move. She is very popular and is also known for going to festivals which is a great way to promote this product