He-Man's latest quest? Singapore's run club scene

Sony Pictures, together with OMD Singapore and Omnicom Media Singapore's content arm, has partnered with run club Easy Pace Only to launch a Masters of the Universe-themed street challenge ahead of the release of Masters of the Universe.

Dubbed "Run to Eternia", the 6km experiential run formed part of a fully integrated campaign spanning social media, digital, out-of-home, KOL partnerships and on-ground activations. The film premiered in Singapore cinemas on 4 June.

The campaign is rooted in the insight that consumers are increasingly seeking participatory experiences, prompting the team to tap into Singapore's growing run club culture to introduce the iconic franchise to a new generation of audiences.

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Rather than a traditional movie promotion, participants were invited to take part in a themed quest inspired by He-Man's journey to becoming a hero worthy of facing Skeletor.

The experience began with "The test of endurance", where runners took on a plank challenge for a chance to secure a head start and gain access to Masters of the Universe-inspired props and costumes.

At the halfway mark, participants entered "The battle of glory", a game of "Helmet (rock), shield (paper), sword (scissors)" staged at one of Orchard Road's busiest crossings between Somerset and Mandarin Gallery. Winners received a 30-second advantage as they continue the race.

The activation featured a collaboration with Orchard Road Fashion, where a separate group of runners participated in content creation activities ranging from running shots to hero-style imagery. The aim was to create a visually distinctive spectacle that spotlights both the film and the run itself.

The final leg of the challenge ended at Bugis+, where a Masters of the Universe exhibition featuring themed installations and merchandise is taking place. Participants interacted with displays, pose with life-sized He-Man and Skeletor figures, and competed for rewards. The first 10 finishers who wielded the iconic Power Sword and declared, "By the power of Grayskull, I have the power!" received incentives including movie tickets and exclusive premiums.

The run was designed to generate visibility beyond its participants, with themed costumes, challenge stations and public interactions encouraging user-generated content from runners, passers-by and content creators alike.

To maintain safety and ensure a high-quality experience, the activation was being run on an invitation-only basis. The controlled format enabled a carefully managed runner-to-pacer ratio while allowing participants to fully engage with the storyline, challenges and immersive elements throughout the route.

"With the Masters of the Universe run, we wanted to create something that goes beyond a typical movie launch – an experience that let’s Singaporean audience step into the story themselves. Working with OMD and Omnicom Media’s content arm, we tapped into the growing run club culture to build that’s social and participatory. It is about giving fans a new way to engage with the brand, while inviting a new generation to discover it," said Irene Tay, marketing director, Sony Pictures Singapore.

Meanwhile, Sienna Lee, account director, OMD Singapore, said: "While older fans already have a deep sense of nostalgia for He-Man, we recognised that Gen Z lacked that same connection, giving us a clear opportunity to engage them. By tapping into He-Man’s iconic, larger-than-life world, we created an experience that Gen Z could participate in, bringing the story to life through a high-energy, city-scale spectacle."

Jake Su, content and partnership director, Omnicom Media Singapore, added: "This was a unique opportunity for us to connect the exciting IP of Masters of the Universe with Singapore's burgeoning run club scene and creative street culture, tapping into online and offline visibility and talkability to generate buzz."

The run was designed to funnel participants directly into the Bugis+ exhibition, extending engagement beyond the activation itself and creating a bridge between physical participation and the wider movie experience.

The activation also comes as brands outside the fitness category increasingly tap into Singapore's growing run club culture as a way to build deeper community connections and create experience-led engagement.

Earlier this year, Shake Shack Singapore launched Shack Track Club, a community-led running initiative that blends fitness with social experiences. The fast-food brand said the programme was designed to extend its role beyond dining, bringing consumers together through shared experiences while positioning Shake Shack as more than just a place to eat, but a lifestyle brand.

Since its launch, the initiative has seen strong sign-ups and organic social sharing, underscoring the growing appeal of run clubs as a marketing platform for brands looking to engage audiences in authentic, offline settings.

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