Active Sport is 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 one-hour race needed to be re-imagined in the wake of the COVID-19 pandemic.

With social distancing measures preventing the gathering of race entrants in a single location, the race transitioned to a "virtual participation" format, allowing runners to compete from their local areas and take on a new challenge.

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

The solution

Active Sport used Amondo to create a fan engagement Gallery within the Adidas City Runs 1 Hour website, capturing fan participation linked to race hashtags and City Runs activity.

Runners were encouraged to share race moments, expanding participation across a single, structured engagement layer.

This engagement layer connected runners to the City Runs community while delivering measurable engagement value for event sponsor 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 Gallery provided a scalable alternative to the traditional wrap-up video, capturing individual runner participation in a meaningful way that static recap content often cannot.

The interaction layer captured over 100 authentic, first-party runner participation moments and brought them together within a single engagement experience, with 23% of users engaging with the content further. Overall, people who visited the page hung around too, with the average session length hitting 1 minute and 17 seconds.

Active Sport felt the digital activation strengthened runners' sense of community while delivering additional, measurable engagement value for event sponsor Adidas.

To explore more ways brands are using Amondo, check out our case studies here.