Urban runners in New York City often face a unique challenge: the interruption of their rhythm due to traffic lights. Craft Sportswear, a prominent Swedish performance running brand, has devised an innovative solution to this common problem, especially during the bustling NYC marathon week.

Located at 437 Broadway, Craft is launching a pop-up store that transforms the time spent waiting at red lights into rewarding discounts. This initiative, created in collaboration with the creative agency Forsman & Bodenfors, aims to enhance the running experience in the city.

The core of this campaign is a custom-built STRAVA plugin that tracks the stoplight encounters during a runner’s route. By monitoring the cumulative time spent at red lights, Craft is able to convert this wait time into exclusive discounts that can be redeemed at their pop-up store.

Runners can easily download the STRAVA plugin, which accurately logs the duration spent at red lights based on their running data. After completing their run, the plugin generates a unique discount code that corresponds to the total wait time. This means that the more stoplights a runner faces, the greater the discount they can enjoy at the Craft pop-up.

“We create all of our campaigns from real insights in the running community,” explained 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.”

The Craft pop-up will be operational throughout the NYC marathon week, from October 25 to November 3, allowing runners to take advantage of the stoplight-based discounts. This initiative not only incentivizes runners but also engages them in a fun and interactive way to navigate the urban landscape.

For those eager to transform urban obstacles into tangible rewards, the Craft pop-up at 437 Broadway is the place to be this marathon week. Runners can access the plugin and find more information about this exciting offer on Craft’s dedicated campaign website.