HALF RUNNERS

In 2019 female participation in running was under indexing male in Spain. Then lots of excuses. “Stats and figures didn’t show women not running races”. “Yes they do but in a unorganized way”, etc.
Yes and no and bullshit at the same time. Why the UK, France, US, The Netherlands, and any other country you wanted to investigate showed a more balanced scenario? Just taking Barcelona Half Marathon 2018, female participation was only 17%. Enough.

A full plan was articulated to break all the assumptions we had until then. A clear in your face consumer deep dives were conducted to understand all the “why not’s?” possible.
And for the first time ever, real people like you and me were the faces of our project, including a curated casting process, a nicely tuned content creation and a real training and inspirational program to turn 21 real young women into Half Marathon finishers and inspire, at the same time, hundreds of like-minded young women to do the same.

Numbers changed that same year and still to impact years to come. The legacy: Half Runners. A group of female sports enthusiast that scream they are half run, half fun. The best approach to inspire others moved by the same motivations and lifestyle.