I’d build deeper community in the running space by creating more consistent, relatable, and participatory touch points, both online and IRL. Host low-pressure, inclusive run meetups (different paces, themes, beginners welcome). Spotlight real runners, not just elite athletes, sharing their stories, struggles, and milestones. Create interactive challenges (weekly mileage goals, route scavenger hunts, sunrise runs) that everyone can join from anywhere. Foster two-way conversation through Q&As, community polls, and user-generated tips. Build micro-groups around interests like trail runners, first 5K runners, postpartum runners, etc. And finally, celebrate progress loudly, from PRs to “I showed up today.”

I’d activate at a music festival by creating a small but highly shareable moment that drives tons of UGC and trackable conversions, without needing a big budget. Create a quick “micro-moment” setup (photo spot, prop station, or fun challenge) that people can interact with in seconds. Incentivize UGC with a simple social challenge + chance to win instant prizes. Use local micro-influencers to amplify the activation and pull people in. Capture and post real-time content with a small on-the-go creator. Add a QR code for measurable ROI (discount, SMS opt-in, giveaway).

I think doing a collab with Serena Neel would be a great opportunity for both especially since she’s been getting a lot of eyes on her page because of her going above and beyond on Angel Trees