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By Danielle Long, Acting APAC Editor

March 13, 2023 | 3 min read

Lazada, Southeast Asia's e-commerce giant, has launched a running event across the region as part of a strategy to grow the brand beyond retail and position it as a lifestyle brand.

Lazada Run, will take place in Vietnam, Indonesia, Thailand, the Philippines, Malaysia and Singapore and is billed as "the first ever running event organized by an eCommerce platform in Southeast Asia".

Lazada said the event "demonstrates Lazada's commitment to adding fitness to life and celebrates what customers in each country have added to life."

The event includes three race categories in each country, including 5km, 10km and 21km races in addition to a kids race, a fun category open to families with young children, aged 5 – 12 years.

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The e-commerce giant has partnered with Puma as the exclusive apparel sponsor for the event.

To promote the inaugural event, Lazada worked with design, animation and VFX house Heckler Singapore, to create a campaign showcasing the key elements and vibrancy of each country where the run is being held.

The campaign, which was filmed in Singapore by Heckler's creative director Cody Amos and animation director Fred Venet, manages to traverse the region showcasing its unique cultural landmarks and icons through spectacular illustration-style animation mixed with live-action running.

Lazada Run will feature a range of experiential activities in a bid to "recreate the joy and excitement of shopping on Lazada". Runners will be able to register on the Lazada app for a chance to participate in Cart Dash events during race days and win prizes.

Marcus Chew, the chief marketing officer at Lazada Group, said about the event, "Lazada Run was founded on the commitment to offer memorable experiences beyond that online purchase. We want to make Lazada Run an event where we can grow our digital reach and connect with our customers as we inspire and enable them to add more to life, starting with fitness."

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