From Tough Mudders to Colour Runs: how Asian brands are gaining ground on competitors
Explosion of interest in alternative running events across the region gives companies a chance to reach more specific markets than traditional races
Asia is in the midst of a running boom. According to Run Society, Asia’s leading online running magazine, there were just 53 official running events in Singapore in 2012. This year, there will be 112 – enough for every Saturday and Sunday for the whole year. The running calendar has doubled in size in just four years.
For Malaysia, there will be 153, Thailand, 69 and Hong Kong, 38.
More from This Week in Asia
The definition of what it means to be a runner has changed. Alternative running events, such as branded fun runs and extreme obstacle courses are a big part of the rise in events and interest.
These include themed runs, such the Hello Kitty Run in Singapore and the Doraemon Run in Hong Kong; as well as party-style runs like The Colour Run where participants end the night covered head-to-toe in brightly coloured powder; or military-inspired obstacle courses such as the Tough Mudder.
These events are new, exciting and inclusive in comparison with traditionally popular sports like golf, bowling or swimming. Young people need to be stimulated on multiple levels and they crave innovative, group-based experiences that can be shared on social networks like Facebook and Instagram.