Midnight Runners x Lululemon
Key Outcomes:
✔ +15K people reached organically through social media
✔+5% increase in engagement rate on organic content
✔ Featured in 5+ national newsletters
✔ Highlighted in the official Barcelona Marathon recap video
This collaboration demonstrated how a brand can authentically embed itself within a movement-driven community, creating genuine visibility and emotional impact through shared values, energy, and real connection.
During the Barcelona Marathon weekend, Midnight Runners partnered with Lululemon Spain to activate the local community through unique experiences that connected sport, fun and authentic brand impact.
Partnering with this brand to improve brand trust and recognition during the Barcelona Marathon weekend, Midnight Runners Barcelona designed a series of authentic, community-focused experiences aimed at energizing the local running scene and increasing meaningful engagement.
The collaboration included several activations:
- Wednesday: Midnight Runners’ signature bootcamp, co-branded with Lululemon presence.
- Saturday: Outdoor Shakeout Run, featuring a playful exercise circuit and friendly challenges. Participants were rewarded with branded Lululemon T-shirts and shared a post-run pasta meal.
- Sunday (Marathon Day): Official Cheer Zone at km 40.5, with a high-energy crew equipped with flags, signs and music to cheer runners on in the final stretch. After, a Post-Marathon Party at a local bar to close the weekend in true Midnight Runners style.
