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How publishing user-generated content helped Adidas City Runs to reward its community

The Background

Active Sport are one of the UK’s biggest and most vibrant mass participation agencies, specialising in the conception and delivery of running, cycling and triathlon events.

Among Active Sport’s portfolio is Adidas City Runs, a closed road running series in London that celebrates the city’s most unique neighbourhoods, bringing both beginner and seasoned runners together for an unrivalled road running experience.

The Challenge

Originally planned as a loop around the City of London, the Adidas City Runs 1 Hour race needed to be re-imagined in the wake of the coronavirus pandemic. With social distancing measures preventing the gathering of race entrants in a single location, the race changed to a ‘virtual participation’ format, with runners competing from their local areas and embracing a new challenge.

Active Sport was looking for a way to engage its runners around the virtual event and for a format that would make runners feel a part of the City Runs community.

The Solution

Active Sport used the Amondo dashboard to create an Imprint and embed it within the Adidas City Runs 1 Hour website as a ‘Highlights Wall’. Within the Amondo dashboard, Active Sport was able to access and publish user-generated content featuring the race hashtags, or mentioning the City Runs account. The Imprint was designed to feature as many runners as possible, so Active Sport also used its social channels to encourage runners to create content and to include event hashtags on their posts.

By publishing user-generated content on the City Runs website, Active Sport made runners feel a part of the City Runs community, while creating a content destination that could drive engagement in the event, and value for event sponsors Adidas.

The Results

“What stood out about Amondo was how slick it looks. And it was so easy to use. Easy to put on the website, easy to add content. We were up and running in a matter of minutes.”

— Becky Brunt
- Marketing Manager, Active Sport

The Imprint was a powerful and cost-effective alternative to the standard wrap-up video, which can often fail to capture individual competitors in a meaningful way and can soon become an expensive exercise. Instead, the Imprint captured more than a hundred authentic runner stories and brought them together into a single place.

Active Sport felt the Imprint really gave runners an ability to feel like they are a part of the City Runs community, while also delivering significant additional value to event sponsors Adidas by proving the engagement of the audience.

For more information about our project with Active Sport and Adidas, drop us a line at

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