Bumble Run Club
The challenge
Run clubs were quickly becoming the new dating apps. As more singles connected through sports (particularly run clubs), Bumble saw an opportunity to launch Bumble Run Club, a global initiative that used the power of shared interests to spark IRL connections. The challenge? Build a campaign that could scale across major markets, feel culturally relevant, and genuinely bring people together, while driving brand impact across awareness, engagement, and registrations.
My idea
Create a sub-brand of our new Bumble identity by tapping into the neon yellows, to channel the high-energy run aesthetic. We positioned Bumble Run Club as more than a running event, it was a new way to date. I created a visual system that flexed across local markets and live activations. From bespoke merch and marathon moments to city takeovers and digital content, we made Run Club feel like a lifestyle, open & inclusive. In 2025, I commissioned an external illustrator to push the creative system further and keep the brand fresh and resonant.
My role
As the senior designer, I shaped the campaign’s full visual identity, led junior designers, and oversaw the design execution across all global markets. I art-directed and produced branded merch, approved assets for marathon cheer zones and city activations, and collaborated closely with local markets to adapt the brand across cities. In early 2025, I commissioned & worked with an illustrator to evolve the campaign.
The impact
Run Club proved to be a powerful, scalable initiative that resonated across markets, building community and driving real results. Local Run Club events sold out instantly, in Berlin, we saw a +5pt lift in awareness and +3pt in favourability, with a 169% spike in social reach. In Mexico City, we hit 7.2M impressions (+121% over target) and boosted registrations by 4.6%. Paris delivered 40M press reach, 1.7M influencer impressions, and our highest-ever Run Club turnout.
Project Team: Senior Designer: Chloe Livesey, Graphic Designer: Hannah Norland, Mira Chelala, Naomi Rowaiye, Copywriters: Marisa Dipre Project Manager: Maddie Braidwood
