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Virgin Sport: Creating the Sport Experience of the Future Innovation Relations


Virgin Sport recently acquired a series of races, but wanted to re-invent the race event category through new experiences. Together, we set out to co-create an entirely new category of race day experiences with their customers.


Through pre-research and a two-day workshop with consumers interested in fitness and running, we brought the Virgin Sport marketing and product innovation teams together to test and validate race day experiences for participants, their families, and athletes of all kind.


Through our programs, Virgin Sport was able to:

  • Understand the opportunity to transform a race experience.
  • Test marketing strategy, messaging, and experiential communications with real audiences.
  • Validate concepts that they know would work.
  • Successfully launch the “Festival of Fitness” to bring the concept to life.