Submitted by 22 IMPACT

Under Armour Gunna Wunna Run 5K Creator Event Coverage

Influencer Marketing

22 IMPACT booked and managed creator Tay Moses to cover the Under Armour and Gunna Wunna Run 5K in London, a campaign the agency reports at 2.4M impressions.

2.4MImpressions

Case in 60 seconds

Under Armour and Gunna brought the Wunna Run 5K to Olympic Park, London as a race and live music event, so the brand needed coverage that belonged to the cultural moment rather than to a sponsorship notice.

Audiences follow a participant's first-person account more readily than a sponsored spectator's post, because taking part gives the creator a story of his own, and 22 IMPACT CEO Freedom Doran credits the content working to Tay running the race and watching the show.

The organizing thesis cast Tay Moses as a participant in the Wunna Run 5K rather than as a sponsored spectator, so the Under Armour Halo Runner sat inside a story people wanted to follow.

22 IMPACT booked creator Tay Moses (@taymosesofficial), negotiated his deliverables and oversaw production from pre-event hype to post-event wrap, while Tay shot with collaborator Junior Chea, ran the race, watched Gunna perform and posted Instagram Stories, a carousel post and TikTok content.

22 IMPACT reports 2.4M impressions for the activation, while the page prints the same 2.4M as social media reach across Instagram, Twitter and YouTube, so the measure behind the figure is not defined.

Strategy Breakdown

The page names no target audience beyond the followers of creator Tay Moses on Instagram and TikTok, an audience it describes as built through streetwear, fashion and self expression.
The page frames the Wunna Run 5K as an event that blurred the line between sports activation and cultural moment, so the coverage had to sit in music culture as much as in running.
Under Armour entered the content through the Halo Runner, which the page places at the centre of Tay's first-person story rather than in a standalone product post.
22 IMPACT CEO Freedom Doran says the content worked because Tay ran the race and watched the show, which treats participation rather than presence as the reason audiences followed along.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT

Creator role

  • Tay Moses — creator
  • Junior Chea
  • Gunna

Results & Evidence

MetricValue
Impressions2.4M impressions

Why 22 IMPACT's strategy worked

  1. 1

    Casting a creator as an event participant rather than an observer gives the content a first-person arc, because the creator's own experience of the race and the show carries the product along with it.

  2. 2

    Managing one creator from pre-event hype through to post-event wrap lets a single booking cover the whole arc of a fixed-date event rather than one moment, which keeps the brand present before and after the day.

  3. 3

    Pairing a race with live music lets a sportswear brand reach a music audience on its own terms, because the event is a cultural moment rather than as a sports activation.

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