7-Eleven and New Balance team up for HK charity run

In celebration of its 45th anniversary in Hong Kong, 7-Eleven has partnered with sports brand New Balance to launch a territory-wide charity run, aiming to promote healthy living while supporting local communities.

Titled the 7-Eleven HK Community Run, the initiative will unite street runners across all 18 districts of Hong Kong for a social cause. A portion of the event's proceeds will be donated to Pei Ho Counterparts, a local social enterprise founded by Chan Cheuk-ming, also known as "Ming Gor", which provides free meals and daily necessities to underprivileged groups.

Beginning 6 June, the 7-Eleven HK Community Run will host 18 separate runs touring every district across Hong Kong. Aligning with the convenience store brand's "Your neighbourhood store" ethos, each route is set at a symbolic 4.5km to commemorate 7-Eleven's 45-year history in the city.

The first run will kick off in Happy Valley, the site of 7-Eleven Hong Kong’s very first store. Each district run will be led by a professional coach, with designated 7-Eleven stores acting as exclusive pit stops where runners can redeem a complimentary 7-SELECT light range refreshment upon completing the course.

The strategy aims to bridge the gap between street running culture and community touchpoints, converting kilometres run into hot meals prepared by Pei Ho Counterparts for those in need.

To drive public engagement, the launch ceremony featured a star-studded lineup of local celebrity supporters, including singer Candy Lo, Kolor frontman Sammy So, and JFRT (Just For Run Team), a running club formed by Neo Yau and the popular Hong Kong YouTube channel JFFT.

To incentivise participation, 7-Eleven and New Balance have curated a professional race pack. For a registration fee of HK$980, participants receive gear and merchandise valued at over HK$1,700, including limited-edition apparel.

Additionally, 7-Eleven collaborated with Kenji Wong, creative director of GRS, to design 18 district-exclusive, iron-on embroidered badges. This adds a collectible gamification element to the campaign, allowing runners to gather a distinct memento for each district route they complete.

7-Eleven Hong Kong & Macau managing director Patrick Lui said: "7-Eleven has been part of Hong Kong life for 45 years – growing up alongside generations of Hongkongers and becoming part of their daily routine. With the 7Eleven HK Community Run, we're taking that community spirit deeper into all 18 districts, channelling the energy of runners into warm meals for those in need through Pei Ho Counterparts. With the full support of New Balance and the incredible response from runners across Hong Kong, we hope to bring everyone together – Always Here, Made for More!"

MARKETING-INTERACTIVE has reached out to 7-Eleven for more information. 

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