Craft Sportswear campaign turns NYC’s red lights into discounts via Forsman & Bodenfors

Dedicated urban runners know the struggle: every red light disrupts the flow, pace, and data of a perfect city run. This marathon week, Craft Sportswear, the Swedish performance running brand, has a solution. Launching an exclusive pop-up at 437 Broadway, Craft is introducing an innovative way to turn those NYC stoplight waits into rewards as part of a campaign via creative agency Forsman & Bodenfors.

Craft’s new pop-up store offers runners exclusive discounts based on the time spent waiting at red lights throughout Manhattan. Using a custom-built STRAVA plugin that tracks all stoplights across the city, Craft calculates the cumulative time runners wait at red lights and converts it into discounts redeemable in-store.

Runners can download Craft’s STRAVA plugin, which logs the exact time spent at red lights based on their running route data. Once a run is complete, the plugin generates a unique discount code tied to the duration of their wait time. The more stoplights on the route, the bigger the discount runners receive at the pop-up location.

“We create all of our campaigns from real insights in the running community,” said Niklas Moberg, head of brand at Craft Sportswear. “Running in a city like NYC is exhilarating, but the constant interruptions can be a frustration. We wanted to turn this one downside into a benefit—giving runners an exclusive perk for the stoplights they encounter.”

Craft Sportswear’s pop-up will be open throughout NYC marathon week, and the stoplight-based discounts are available for any runner who uses the plugin from October 25 through November 3.

For runners looking to turn urban obstacles into rewards, visit Craft’s pop-up at 437 Broadway, NYC. Access the plugin and get details at https://nycstoplight.craftsportswear.com.