Crew Contest.

The story.

The Lyon Urban Trail by Night turns the city into a playground: stairs, alleys, rooftops, all run after dark. We were asked to bring the city's running crews together before the race and turn the gathering into an event of its own.

Our approach.

We staged a friendly contest between Lyon's most active running crews: short challenges, music, food, and a curated photo and video coverage. The goal was to make every crew feel seen, and to connect them with the spirit of the race rather than just its course.

Outcome.

Hundreds of runners showed up before the start line, every crew had its moment, and the activation was covered organically across their socials. A piece of the race that lived as much online as in the streets of Lyon.