WeAreFearless
Nationwide run club campaign
When We Are Fearless came to us, the brief was simple on paper:Â
reach runners who are genuinely embedded in run club communities and promote the opportunity to win a place in the 2026 TCS London Marathon.Â
The challenge? Making sure the campaign felt authentic, community-led, and relevant – not like a brand parachuting in.
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How we made a difference
The Insight
Runners don’t want to be marketed at during their runs. Run clubs are social, tight-knit communities built on trust, shared goals, and routine. Traditional sampling or flyer-handouts risked feeling intrusive and disconnected.Â
EXECUTION
The WeAreFearless Plan
Instead of standing outside run clubs, we went inside them.Â
We identified runners within our own organisation, trained them thoroughly on the We Are Fearless brand and campaign messaging, and deployed them nationwide. These ambassadors weren’t just representing the campaign — they were part of it.Â
Our teams joined hundreds of run clubs across multiple cities, taking part in sessions rather than interrupting them. Conversations happened naturally during warm-ups, mid-runs, and cool-downs. Sign-ups were driven via QR codes printed directly onto ambassador T-shirts, keeping the call-to-action visible but unobtrusive.Â
challenge
Staffing a campaign like this isn't easy
It required people who could:Â
- Confidently represent the brandÂ
- Engage runners in a natural, credible wayÂ
- Physically keep up with run club sessionsÂ
- Deliver a consistent experience across locationsÂ
But that challenge was also the strength of the campaign.
outcome
The Results
By embedding ourselves into the community rather than disrupting it, the activation felt authentic, peer-led, and genuinely aligned with runner culture. Participation was strong throughout, and the campaign successfully reached runners where they already were — on the road, together.Â
If you have an ambitious idea that you’re struggling to bring to life, get in touch with a member of our expert Client Management team.
Have an ambitious idea that you’re struggling to bring to life? Get in touch with a member of our expert Client Management Team on +020 3666 1550Â or email us at hello@streetpr.co.uk