Background
Parkrun is a free, weekly 5km event held every Saturday in parks around the world. Open to all ages and abilities, it encourages running, walking, or volunteering in a friendly, non-competitive environment.
The Challenge
The beauty of parkrun is its inclusivity. It welcomes everyone, from complete beginners to seasoned athletes, and people of all ages. For many, parkrun is the perfect Saturday morning wake-up call. However, for those who haven’t yet taken part, the idea of running 5km can feel daunting. Some may be starting from the couch without any kind of exercise routine, or they might feel nervous or self-conscious about joining a large group of fitness fanatics.
How could a brand refresh for parkrun help reduce the social anxieties around group exercise and encourage those who are hesitant to take their first step?
Things to think about
In an age where everything costs a fortune and requires a degree in computer science just to sign up, parkrun is different. It’s free, low-fi and easy to join in. Can parkrun’s brand be refreshed and updated while still preserving its accessibility?
You may want to consider not just the physical benefits, but the mental benefits as well. It’s not just about exercise being good for your mental health, the parkrun community can also be a great place to meet people and make friends.
Consider the core branding elements but also how the brand extends to physical and digital touch-points. Don’t forget the army of volunteers that make it happen every week, the new brand should work for them as well.
Scope
A refreshed brand, considering the digital and physical touch-points, as well how it could extend to a promotional campaign, increasing awareness and encouraging people to take part.