ACTIVATION: LVL UP x UNOFFICIAL RUN CLUB
Situation:
In January 2026, Movement Agency partnered with Australian hydration brand LVL UP and Sydney’s viral Unofficial Run Club to deliver a recovery and hydration activation at one of Sydney's most iconic beaches.
Set against a stunning Eastern Suburbs sunrise, the activation brought LVL UP directly to where hydration matters most - post run, in the peak of summer, within an active and engaged community. The experience provided hydration and recovery not only to Unofficial Run Club members, but also to the wider local community enjoying the beach and surrounding areas.
The grass area overlooking the beach was transformed into a branded recovery zone, complete with LVL UP bean bags, ice baths, branded towels and eskies stocked with LVL UP’s newly launched RTD Electrolyte Cans as well as complimentary coffees for all participants. A dedicated hydration station featured LVL UP’s best selling electrolyte sachets allowing participants to refuel and rehydrate.
More than 250 gift bags filled with LVL UP merchandise and product samples were distributed, to further drive product trial. The activation reinforced LVL UP’s role as an essential part of everyday movement, recovery and summer wellbeing.
Strategy:
Movement Agency planned, executed and delivered the activation to align LVL UP with an already established and culturally relevant movement - Sydney’s fast growing run club scene.
The location was intentionally selected as it aligned with the brand’s core values of movement, performance, recovery and outdoor living. The sunrise timing, beachside setting and post run recovery focus ensured the brand experience felt organic, meaningful and highly shareable.
The activation was designed around immediate product trial as it allowed runners to hydrate with LVL UP's range of electrolytes at the exact moment it was needed most. This allowed consumers to experience the benefits of LVL UP firsthand, whilst also showcasing the brand as a trusted part of the fitness and wellbeing space.
Services Provided:
Creative ideation and strategy
Partnership coordination with Unofficial Run Club
Set up and onsite management
Full scale activation planning and production
Hydration sampling and product trial execution
On-site community engagement
Content capture
Results:
The LVL UP × Unofficial Run Club activation delivered strong engagement, high product trial and organic social amplification through both run club members and the local community.
The hydration and recovery zone became the gathering point post run, generating strong brand sentiment, positive interactions and highly visual content against an iconic Sydney beach backdrop. Product sampling was integrated into the experience, reinforcing LVL UP’s functional benefits in their core target demographic.
By showing up for the running community and the wider public, LVL UP reinforced its position as a brand that supports movement, recovery and hydration.
