The Road to a Marathon
An inspiring YouTube series and training journey with Clara Henry that helped Stadium and ASICS talk about running in a new way, reach a new audience, and engage over time.
Stadium & ASICS
Assignment
Youtube-series
30
thousand interactions.
Our content generated over 30,000 interactions during the period in question.
From Zero to Marathon
How do you get more people to lace up their running shoes — and even run a full marathon? You let an ordinary person take the first step. Together with Clara Henry, Stadium, and ASICS, we created The Road to a Marathon, a multi-part series following Clara’s journey to the Paris Marathon. A story about discovering the joy of running on your own terms, without times, performance pressure, or prestige.
Silver – Swedish Content Awards 2023
A Real-Time Training Journey
Over six months, we followed Clara’s training, doubts, and progress — and let the audience experience the same journey. With the help of ASICS Frontrunners, experts from Stadium, and a digital training experience in Runkeeper, followers received tools, encouragement, and inspiration to get started themselves. Through a mix of YouTube episodes, reels, trailers, and audio workouts, recorded over six months and distributed in real time, we created content that lasted, inspired broadly, and showed that running can be for everyone.
From Campaign to Community
Through the project, we not only promoted ASICS products and Stadium’s expertise, but also challenged the performance-focused perception of running and inspired even more people to join the movement. The campaign resulted in 30K interactions, 1 million in reach via Stadium’s and Clara Henry’s social media, and over 3% engagement on social media, where our benchmark is 1.49%.
