I've been talking about brands integrating with social clubs to expand their IRL presence, put on fun events, and win over some new customers in the meantime.
Here are some examples of brands that are embracing this trend!
Venice Run Club x On
VRC, born from a pandemic run challenge supporting racial justice, has transformed into a community where anyone can come and run with a good group of people.
On has partnered with VRC to host collaborative events, raffle off shoes at weekly runs, set up recovery stations at their Abbott Kinney store, and more.
It's a natural and engaging way to connect with the local running community and introduce them to On's products while supporting an awesome cause.
Coffee & Chill x Plunge
Sundays in Venice mean one thing: Coffee & Chill's meet up for morning coffee and ice baths. It's quickly built a large wellness community rooted in personal health, meeting new folks, and not taking health & wellness too seriously.
Plunge joined in to provide the ice baths used at the weekly gatherings as more people started to attend.
It's a cool (see what I did there?) way for a brand to nurture a newer community's growth and create direct relationships with cold plunge lovers.
USAL PROJECT x REI
Usal is an LA-based community for modern nature enthusiasts, offering everything from bouldering outings and bike rides to plant dye and wild clay foraging workshops.
Recently, they've partnered with REI through a strategic investment from REI's Co-Op Path Ahead Ventures to deepen their mission and expand to new cities.
Call it what it is: a perfect match. REI finds an ally to advance their shared missions and welcome new nature lovers as Usal continues to grow and enrich lives.
If you're in LA and curious about these communities, check out their websites or IG handles in the comments below!