To build a deeper community in the running space, I’d focus on creating meaningful touchpoints beyond races or product drops. For example, hosting local run clubs that are free and inclusive, where runners of all levels feel welcome. I’d also develop a digital community layer, maybe a shared social media group, hashtag, Discord, or Strava group, where runners can share milestones, playlists, and stories. Partnering with creators and everyday runners (not just elite athletes) helps keep the community authentic and diverse. Finally, I’d celebrate member achievements regularly, reposting runs, spotlighting personal stories, and rewarding consistency!

I would start with finding influencers/micro influencers to partner with, to promote the brand on their socials and capture visibility. I would also consider activating a small pop-up, featuring a mirror with motivational slogans such as "sparkle with confidence every day", hashtags, and encouragement to post on their own socials their experience at the pop-up using a curated hashtag. To incentivize pop-up attendees to post on their own socials, I would do a small giveaway of iconic products. To incentivize purchases at the small pop-up up I would reach out to artists who are already at the festival to consider promoting/wearing Fazit products, and also encourage a small team of employees to do the same.

Fazit Beauty should consider collaborating with emerging female athletes, such as Angel Reese or other WNBA players, to align with the growing visibility and influence of women in sports.