As Chinese cities such as Shanghai are highly overpopulated, it’s common for runners to encounter pedestrians blocking their way every few metres. To get around these obstacles, runners tend to stop abruptly or suddenly change their pace. Not only would this upset their breathing rhythm, it could also impact their knees with injuries.

Our brief is to help ANTA champion the joy of running.

Shoppers at ANTA retail outlets came across Runbell which was packaged as part of a pair of limited edition running shoes. Immediately they could relate to the problem they have always faced on the road. Additionally, we made a film to promote the product and spread it online. The objective was to get the running community to recognize that this is a real problem that resonates with them to ignite discussion and excitement.