Southeast Asia's eCommerce platform, Lazada, has launched its inaugural running event across the region. The Lazada Run will flag off in Ho Chi Minh, Vietnam, before making its way to Indonesia, Thailand, the Philippines, Malaysia and culminating in the final race in Singapore.
According to the release, this is the first ever running event organised by the eCommerce platform in Southeast Asia, and Lazada will be working with PUMA as the exclusive apparel sponsor.
To inject more fitness elements for all ages, the Lazada Run will also introduce an additional race, the Kids Dash, which will cater to families with young children (aged 5 to 12) who are keen to participate in a group activity.
The Lazada Run demonstrates Lazada’s commitment to adding fitness to life. To recreate the joy and excitement of shopping on Lazada, runners will be able to participate in experiential activities from their favourite brands, while enjoying exclusive offers from the start to the finish line.
For example, consumers will be able to register on the Lazada app for a chance to participate in the cart dash events during race days. As part of the event, runners will stand a chance to win their basket of items. Each race will introduce a variation of the event mechanic, which promises to be fun and entertaining for participants.
“Lazada Run was founded on the commitment to offer memorable experiences beyond that online purchase. We want to make Lazada Run an event where we can grow our digital reach and connect with our customers as we inspire and enable them to add more to life, starting with fitness,” said Marcus Chew, chief marketing officer, Lazada Group.
“PUMA is proud to be the official apparel sponsor for the inaugural Lazada Run. As a global sports company, we strongly believe that the power of fitness can make a great impact on people’s lives. This partnership truly gives us an opportunity to illustrate PUMA's deep commitment to push the race culture forward," said Eleanor Wang, head of marketing, PUMA Southeast Asia.
Wang added that it will be a great brand moment to empower the community to be stronger, faster, healthier – together.
The move to create a region wide run comes as Lazada brings on board more sporting apparel partners.
In fact, just last month lululemon launched its branded store exclusively on Lazada. The brand made a move into the space as it looked to ensure local relevance and deepen its connection with consumers around the region. This venture is also part of lululemon’s ambition to reach and inspire more digital communities through creating a bigger marketplace.
In the Philippines, consumers on Lazada’s platform are also able to purchase the Jordan Brand on the platform.
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