K-Way wanted to own the Springbok rugby weekend with an experience connecting sport, lifestyle and Johannesburg’s growing run-club culture. Kulture partnered with Benchwarmers Runners Club to create an accessible game-day run supported by branded wayfinding, hydration, medals, merchandise and a content-ready photobooth. The activation moved K-Way beyond dressing supporters, creating a social experience that brought people together and got the supporters’ club moving before kick-off.
