Running in the city means facing the unexpected. It is a real challenge that can be demanding for both body and mind, due to the many obstacles runners encounter along the way. With the KIPRIDE MAX, KIPRUN launches a new global campaign and presents a clear vision of urban running: a shoe designed to provide maximum comfort, anytime and anywhere.
This approach is in line with the brand film More Runs. More Life., previously developed with LAFOURMI, which promotes regular running without constraints, with a focus on well-being as well as performance
To support the launch, KIPRUN unveils a campaign and a film created by LAFOURMI (The Fan Syndicate group). The film follows a female runner as she moves through the city, encountering a series of everyday situations: urban obstacles, unexpected moments, passers-by. Yet none of it seems to disrupt her. She runs, avoids, rebounds. Always comfortable. Always fluid. Always in her run. The film plays with the codes of urban running to express a strong idea: when comfort is there, nothing can ruin the run. The city becomes a backdrop, never a constraint.
A core model within the KIPRUN range dedicated to maximum cushioning, the KIPRIDE MAX is the most comfortable shoe in the lineup. It stands out through its cushioning system, designed to absorb impact and make asphalt feel effortless underfoot. The promise is clear and uncompromising: Comfort Anywhere, Anytime.
David Philip, Chief Creative Officer, LAFOURMI said in a statement: “Passersby, shopkeepers, bulky objects, puddles, moving trucks, TikTokers… There are countless and often unexpected obstacles during an urban run. We wanted to play with all these situations to highlight the comfort of the Kipride MAX sole. We literally put ourselves in the runners’ shoes and decided to tell a story they could relate to: a young woman encountering 36 obstacles during her run, yet still enjoying it thanks to the comfort of the KIPRIDE MAX. A comfort that protects the joints, but also preserves the pleasure of running in the city while navigating around obstacles.“
As he added, the approach focused on placing people at the centre of the experience rather than relying on a cold, technical product demonstration. The aim was to tell a story audiences could relate to. This reflects KIPRUN’s philosophy of putting its expertise in the service of people, a perspective that aligns naturally with LAFOURMI’s people-first approach to sport, making storytelling the clear and logical choice.
With the KIPRIDE MAX, KIPRUN affirms a clear ambition: to put comfort back at the center of the running experience, and to make the road a universal, fluid and accessible playground. The campaign will be rolled out globally across all KIPRUN markets, through a hero film and a social media and VOD activation.
