GUNNA RUN

Building cultural relevance with Gen Z by turning a 5K into a social movement.

We shifted the focus from event marketing to creator-led storytelling, developing a multi-phase content ecosystem that blended running, music and fashion into a narrative audiences could experience before, during and long after race day. 

The activation transformed participation into advocacy, generating over 1.29 million views while positioning Under Armour at the centre of a community-led cultural moment.