BACKGROUND 

The running category has historically been dominated by performance-led expert brands such as Garmin. For Samsung, the objective was not to compete head-on on pure performance, but to infiltrate running culture differently.
By addressing a new generation of runners who see running as much as a moment of well-being, social connection and lifestyle as a time-based performance goal, Samsung sought to position Galaxy Watch as a credible and desirable alternative, aligned with a freer, more inclusive and more convivial approach to running. 

SOLUTION 

We chose to change the rules by adopting a long-term, community-based strategy rather than focusing on raw performance.
This approach materialized through:
- Integration into “Sunday run clubs”, where the pleasure of running blends with conviviality, sharing and after-runs, fully aligned with Galaxy Watch lifestyle values
- Long-term support through accessible training programs, lifestyle experiences and daily use of Samsung watches as a supportive coach rather than a performance judge
- A defining moment at the Paris 20KM, welcoming Samsung running communities from France and abroad around a visible, unifying and highly engaging brand experience 

RESULTS 

- 23,000 visitors supported throughout the program
- 1,000 participants at the finish line the next day (runners only)
- 2,500 product demonstrations done