Yousef is the Global Director of Culture & Community for adidas Running. What he started as a Berlin runners club 6 years ago is now a global community known as adidas Runners, spanning 65 cities and 5 continents.
We wanted to learn about Yousef’s journey with adidas Runners, and to understand how we can build authentic brand communities in times when people don’t trust brands anymore. We talked about how a brand regains trust by building lasting relationships, how a local community scales globally, and how it measures its success.
Follow Yousef at @yousefhammoudah or adidas Runners at @adidasrunners. Even better, check if there's an adidas Runners club in your city and join it. Who knows, maybe your first marathon is just around the corner.