Altra x Diplo's Run Club - G7 Entertainment Marketing

Altra x Diplo’s Run club

the objective

Reframe how Altra shows up in the running category while connecting with both core runners and a broader fitness audience at the intersection of running, music, and community.

Our Approach

G7 created the Dopamine Dispensary, a mobile activation that brought Altra’s “Experience a New High” campaign to life. Traveling nationwide, including a partnership with Diplo’s Run Club, the experience turned the idea of a runner’s high into something tangible. Guests engaged with the product through hands-on demos, explored a highly shareable environment, and accessed VIP recovery zones with restorative experiences.

the outcome

The Dopamine Dispensary delivered both scale and depth across a national tour. The program reached more than 80,000 runners and drove tens of thousands of in-person engagements, with strong participation across both general and VIP audiences. Product trial was fueled through hundreds of demos and recovery experiences, while premium giveaways extended brand visibility beyond the footprint, positioning Altra as a more expressive and experience-led player in running.