Kurl friends run club

adidas, sportsshoes.com, kurl kitchen

FEMALE EMPOWERMENT FROM HAIR TO TOE

Alongside SportShoes.com, adidas were looking for an inspiring, authentically rooted event to launch the Supernova Rise 2 - a trainer designed for the everyday female runner.

We recognised that many women find running intimidating, challenging, and not always accessible. Knowing that fitness enthusiast and new mum Fleur East could inspire runners of all levels, we built an event around her passion for empowering women to embrace their individuality, tying in Fleur’s own natural hair care brand, Kurl Kitchen, a company on a mission to help people embrace their natural curls.

This was never about influencers. Instead, 50 ‘real’ women gathered to hear Fleur’s emotive story of hair, pride and identity, delivered via a spine-tingling spoken word piece. Featuring practical tips from elite runners and newcomers to the sport, the event catalysed a community as supportive as the pair of adidas Supernovas gifted to each guest.

With haircare goodies from Kurl Kitchen and the opportunity to run with Fleur - both on the day and at future meetups and even a chance to run with Fleur in the Manchester Marathon, the energy and passion were truly unmatched.

“Running through the streets with Fleur East was surreal - such an empowering moment! What stood out was how adidas and the other brands created an environment for the Black female community to show up and feel genuinely seen. I’ve never had a brand preference when it comes to trainers, but adidas has now won my heart”.

Ramat- Running fan