adidas Runners KL

About This Project

Mobilizing community spirit


adidas Runners KL is a branded running movement that eschews community built around the adidas brand. Growing a movement isn’t a walk in the park, and adidas took to starting a Facebook Group as the primary means of recruiting serious members, relying on social influencers to spread the word. DEX helped to start and manage the ARKL FB Group, monitoring member additions for quality assurance and supporting events with digital content and postings, guest lists and attendance.

Run For The Oceans is an annual adidas Runners community event joined by adidas Runners communities worldwide. For every KM run, adidas donates US$1 to Parley, an organization that collects plastic waste from oceans and turns threat into threads. In a sustainable cycle, the upcycled threads are then used by adidas to create shoes for retail. The donation from Run For The Oceans goes to Parley’s marine education fund, which educates young ocean guardians to protect their marine environments. The adidas x Parley collaboration is an empowering initiative that recognizes the beauty and fragility of the oceans and prevents their destruction. As adidas Malaysia’s digital agency partner, we’re privileged to be able to play a part in adidas’ commitment to sustainability.

Content, Creative, Social