Brandwave Launch Reebok into The Night

The Reebok Ragnar White Cliffs is an endurance outdoor relay event like no other. On the 22nd & 23rd September, teams of ten or five runners took on over 170 miles of a mainly coastal route in less than idyllic conditions between Maidstone & Brighton.

As global title sponsor of the event, and the second one of its kind in the UK, Reebok wanted to provide the 1,200 runners of the Ragnar White Cliffs with something special to mark the halfway exchange point in Folkestone; to celebrate the miles covered, create an atmosphere to cheer runners into the night and bolster team camaraderie.

Working in collaboration with Brandwave, lead activation agency, the Reebok Runway was conceptualised and executed through the night.

Ellie Carter-Silk, Reebok UK Marketing Manager, who participated in the event commented,

“We encourage athletes to be their very best physically, socially and mentally. Our title partnership with Ragnar and the very nature of the event means it’s a great platform to align with and challenge runners physically.

We really wanted to create an atmosphere where teams could collectively show their support and encourage runners continuing into the night to ensure our full ethos was wholly reflected. Working with Brandwave who have a genuine understanding of running and runners meant this didn’t feel like an agency partnership, but an extended part of our team.”

A series of illuminated arches created the major structure of the Runway and a light show acted as a beacon for runners as they approached out of the darkness. DJ’s over the night provided a soundtrack and all night anthems for the Runway.

Oliver Robinson, Account Director at Brandwave noted,

“At the heart of the Runway was a solid understanding of the runner’s mindset at that stage in the event. We needed to consider they had been running relay style for now over 80 miles and were going into the night, which can be pretty daunting.

We wanted to create something that not only reflected the Reebok ethos but also genuinely lifted motivation levels and create a space for runners to get excited about the remaining miles.”