Blog
Insights on community marketing — discovering communities, running partnerships, and measuring real-world impact.
Running DJs: How Sidequest and Celsius Redefined Brand Activation
When Sidequest DJ performed a live set while running a 5K with Celsius at Rock 'n' Roll Vegas, they proved the most memorable brand experiences happen when the line between performer and participant disappears entirely.
How Communities Expand Beyond Their Core Focus to Drive Engagement
When The Book Club EU partnered with OneHealth for a blindfolded dining experience, they proved that the strongest communities aren't limited by their original focus—they're defined by the conversations they spark.
How In-Person Communities Are Reshaping Modern Marketing Strategy
As Gen Z prioritizes real-world connection over endless scrolling, communities like 2 Degrees NYC are proving that the strongest marketing campaigns aren't built around screens—they're built around bringing people together.
How Community-Led Sporting Events Are Redefining Brand Partnerships
The 800GP in France drew 300 athletes and major brand partners for an evening that proved competition alone isn't enough anymore. Here's why community-led sporting events are changing how brands engage with audiences.
Why Cycling Communities Build Experiences That Riders Plan Around
Wizard Cycling Crew's Crystal Mountain demonstrates how the best community events become calendar fixtures that riders prioritize year after year—and why brands are taking notice.
Community Co-Creation: How Nike's Re-Created Collection Campaign Worked
Nike's Re-Created collection launch with Babes on Waves Club shows what happens when brands invite communities to shape campaigns, not just watch them—turning spectators into active collaborators.
What Makes Endurance Events Memorable Beyond the Course
Away Message's Altitude Sickness proved that the best endurance events aren't defined by miles and elevation alone—they're built on the recovery moments and connections that happen between the climbs.
How Niche Wellness Communities Become Brand Marketing Opportunities
When 250+ women gathered for a cold plunge event in San Francisco, it demonstrated how niche wellness rituals evolve into powerful community movements that smart brands recognize as authentic partnership opportunities.
How Creators Are Building Offline Communities That Brands Want to Partner With
Yes Chef Run Club transformed social media followers into real-world community members, attracting major brand partnerships. This shift from digital audiences to offline experiences is redefining the creator economy.
How Multi-Day Endurance Events Build Lasting Community Loyalty
When Thursdays Cycling Club rode 400+ miles from San Francisco to Lake Tahoe and back, the three-day format transformed individual cyclists into a tightly bonded community—with strategic brand partnerships lighting the way.
Why Board Game Communities Are Reshaping How People Connect IRL
RummiKlubLA turned a simple board game into events across four cities and a Bobbi Brown partnership. The real story is why people keep showing up—and what it means for community-driven marketing.
How Oakley and Reload Turned an Airport Runway Into a Community Event
When Oakley partnered with Reload to host The Tarmac Race at Valencia-Chabeuil Airport, they created more than a competition—they built a community celebration that sold out at 1,500 runners.
How Expat Communities Turn New Arrivals Into Brand Opportunities
Communities built around the shared experience of relocating to a new city are creating some of the most engaged audiences in urban nightlife, and brands are starting to take notice.
How Brooklyn Stroll Club Built Community Around Fatherhood
Joe Gonzales created Brooklyn Stroll Club to help dads connect through walks with their kids. What started small became a 200-person event backed by BabyBjörn.
When a 374-Step Staircase Becomes the Center of a Running Event
We Run Liège's 8.7km race wove three climbs of the Montagne de Bueren staircase into a single course, turning a physical challenge into a community gathering point.
How Book Clubs Are Turning Solitary Reading Into Community Events
Reese's Book Club and Apple Books just turned reading into a walking, talking community event. Story Walk shows how brands can transform traditionally solo activities into shared experiences.
How Food Communities Build Trust Through Shared Experience
When Rat Supper Club transformed an EU Food Safety campaign into an immersive banquet, they demonstrated how community-driven food experiences can bridge the gap between consumers and the systems that feed them.
How Cycling Crews Are Building Community Through Purpose-Driven Rides
When a cycling crew spends ten days crossing Senegal to fund a children's education center, they're showing how modern cycling communities blend endurance with purpose to build something bigger than the ride itself.
Communities: the New Belgian Agency Betting on Belong Media, Powered by TRES
Benjamin Snyers and Raphaël Dumont launched Communities, an agency moving brands from paid media to belong media, with TRES as its exclusive platform partner.
How Hiking Communities Turn Trail Sponsors Into Experience Partners
When Girls Gone Hiking NYC tackled Bear Mountain with support from Gruns Daily and TRES, they demonstrated a smarter model for brand partnerships in outdoor communities.
How Multi-Brand Activations Amplify Community Events
The best community events aren't built by one brand alone. When partners stack complementary activations at the same gathering, they create something bigger than any single sponsorship could deliver.
How Running Clubs Turn Scenic Routes Into Brand Partnership Opportunities
When Marina Run Club runs past Alcatraz and the Golden Gate Bridge with Exposure Lights gear, they're demonstrating how location-based communities create natural partnership value that traditional advertising can't replicate.