Link: PepsiCo brand Propel is choosing running communities over creators in summer sporting push - Digiday

“There’s a place for you regardless of who you are, or how fast or slow you run. As a long-time participant in a local running club, I can also tell you that members do appreciate and patronize brands that step up to support the cause,” Mike Stefeniak, chief strategy officer at branding agency Hanson Dodge, told Digiday. Each of these community-based projects will burnish Propel with reams of social content, of course. Boido said Propel is prioritizing producing content with the community groups on Instagram, Snapchat and TikTok over engaging with influencers on those platforms. ​​”There’ll be points at time on our own social channels that we engage with fitness influencers and share content, but really the focus of this whole mission is in partnership with Michael B. Jordan and these 16 local organizations,” she said. In return, Propel is spreading an unspecified cash bounty among the organizations. Boido said that PepsiCo was set to provide “a hybrid of investments through financial contribution, through hosting these spaces for them to be able to connect and host free fitness, and also through free Propel.” Running is on the rise in the U.S. The New York Marathon recorded 165,000 signups this year, a record only beaten by its 2020 event. “[Running is] one of the most accessible fitness activities. It can be done alone or socially, in competition or not, almost anywhere, at almost any time of year, at any time of day, for any length of time,” said Trina Roffino, chief executive officer of brand strategy agency The Marketing Arm. #

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