Transforming RunGP from Concept to Global Team Running Championship.
RunGP approached Porter Wills with a revolutionary concept that existed only on paper: the world's first team based running championship on Formula One circuits. With no paid media allocation and an aggressive timeline to global launch, the challenge required transforming this vision into market ready reality through strategic positioning, comprehensive brand development and orchestrated partnership execution.
RunGP successfully launched as a credible new sport category with over £500k in earned media value and global recognition across the running sector.
Strategic Positioning from Concept to Product
The breakthrough was positioning RunGP as strategic team sport entertainment that capitalised on Formula One's cultural dominance. Working with award winning brand agencies, the team developed comprehensive brand identity and web platform that brought the revolutionary 7 member team format to life.
This entertainment first approach gave RunGP permission to compete directly with established sports properties despite being a startup concept.
Success Metrics:
Transformed theoretical team based running concept into market ready global sport format
Positioned new sport category to capitalise on Formula One's cultural dominance and circuit access
Developed entertainment first brand positioning with award winning agencies for global scale
Successfully brought paper concept to life as credible competitor to established running properties
With no paid media allocation, the launch strategy concentrated on building a comprehensive partnership ecosystem. The Web Summit reveal featuring Sir Mo Farah introduced the new sport category to global audiences through earned channels.
Strategic partnerships amplified reach: DAZN collaboration growth hacked their social channels, SWEAT wallet developed in app promotions while SNOONU integration put event details into Qatar's leading ultra app.
A bespoke ticketing platform captured launch momentum into customer database.
Success Metrics:
Generated over £500k in earned media value with no paid media allocation
Growth hacked DAZN social channels through strategic team announcement collaborations
Built integrated partnership ecosystem including SWEAT wallet promotions and SNOONU integration
Secured Sir Mo Farah as founding athlete establishing immediate credibility for new sport format
Created replicable new sport launch methodology through coordinated partnership orchestration
Orchestrating Global Launch Through Strategic Partnerships
The market entry strategy established RunGP as a credible alternative to traditional running while leveraging Formula One circuit access. This involved collaborating with local running clubs in Qatar to introduce the team format and generate grassroots participation.
The approach positioned RunGP as the sport that understood modern entertainment culture offering strategic team gameplay on the circuits audiences watched every Sunday.
Success Metrics:
Successfully launched world's first team based running championship with global recognition
Established new sport category that capitalised on Formula One's cultural dominance
Built foundation of 1,000 committed advocates through integrated digital and on ground activation
Created sustainable new sport format with strategic gameplay and entertainment value
Achieved market recognition for category innovation that disrupted traditional running paradigm
