Giving back for the gift of running

[Manchester Marathon finish 2024]

Those who know me know I like to run.

I don’t run every day and have only recently taken to running longer distances, which has been a real education. You seem to submit your body to new stresses when you get over a half-marathon distance.

To run, you have to start somewhere. People come for different reasons, physical, mental, and even cultural. Popping on a pair of shoes and heading out is perhaps the easiest form of exercise you can do. There is no planning, cost, time constraints, venue, and only minimal kit needed.

I came to it some years ago when I pitched to rebrand ASICS. When we met the client opposite Hyde Park over breakfast on a warm Spring day, they explained they had just been out running together to start their day.

[180 Amsterdam’s work following the new identity]

This moment at the start of the meeting completely opened my eyes.

Something was binding this group together in a way I hadn't seen before. I was amazed that this shared passion existed and that they were so closely connected to the purpose of the company they worked for.

I then realised that if we won the project, I would have to start running to understand the client we would be working for.

Soon, I was to be running down Farringdon Street and onto Victoria Embankment as we brought True Sport Performance to life for ASICS.

Since then, it has stuck, and this year, S+P has helped a local running club boost numbers for its races by creating its social content. The races raise funds for charities chosen by people close to the club who have been affected by tragedy or difficult circumstances and wish to help the charities who have helped them.

[S+P's work for the local running club]

It is great to help out in this small way and give back for the gift of running.