Running is no longer just exercise, it’s culture.

Across Sweden, more people are running than ever, not just for performance but for connection, routine and identity.

At the same time, people don’t just look for products, they look for guidance, motivation and community.

We saw an opportunity to position Intersport not just as a retailer, but as part of the journey.

We built Find Your Best Run, a creator-led platform designed to inspire, guide and support runners at every level.

The campaign combined always-on content with two core concepts:

Find Your Best Run, focused on the emotional and social side of running, and Zero to Hero, delivering practical advice on technique, gear and mindset.

21 creators, from professional athletes to everyday runners, brought the idea to life across Instagram Reels and Stories. They didn’t just promote products, but shared their own journeys, routines and progress.

Sales increased, with a clear uplift among audiences exposed to the campaign. Engagement and view rates exceeded benchmarks, driven by content people actually wanted to watch.

But more importantly, it resonated.

By showing up as part of the running journey, not just the purchase, Intersport became more than a retailer. It became a brand people run with.