One thing we understand about runners is that they hate it when their running rhythm is disrupted. Yet it’s hard for them to yell at people in front because they are already breathing very hard.

Actually pedestrians have no idea they are blocking the way of runners. All they need is an advanced warning and they will gladly give way.

These observations inspired Runbell – a device that warns people of a runner’s oncoming presence.

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.

Word of Runbell spread within the running community. Runners praised it for eliminating the biggest frustration they always face on the streets. When the promotional video launched, there were over 1 million views with about 350,000 shares. Within one week, limited edition ANTA running shoes with Runbell were sold out.