We created the Lexus LaceUp Running Series, a first-class running race with stops in four key Southern California locations. The LaceUp experience prides itself on not ending at the finish line, providing participants with a post-race meal and beverages, high-quality finisher’s medal, race photos, premium swag, vendor activations and more.

Lexus LaceUp

Our team created and produced the Lexus LaceUp Running Series – attracting potential car buyers through a high-end race experience with four stops in Southern California.

The Challenge

Lexus, well-known as a luxury car brand, wanted to connect with a younger, active demographic in an authentic way. Serving up another Instagram ad or giving away a branded drawstring bag at a music festival wouldn’t do the trick. Lexus and their agency, Team One, were on the hunt to provide an unforgettable experience.

170% runner participation growth over six years

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The Results

It was a bold choice. With no shortage of competition in the running space, LaceUp entered the marketplace with a strong start, gained a lead, crossed the finish and then kept on running because it could. The luxury car brand is now associated with a luxury race experience that has reached a new audience and increased runner participation each year.

``The Dragonfli team was able to develop and manage a comprehensive strategy which matched Lexus’ desire to reach a new target demographic by identifying the opportunity to create a high-end running series.``

- Former President & Publisher, Los Angeles Magazine Media Portfolio

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