As part of its support to global fitness equipment supplier Life Fitness, 100AND10% worked with Life Fitness partner and Formula One team ROKiT Williams Racing to deliver a new creative corporate wellness initiative.

The #RunTheRaceTrack campaign was launched as part of the partnership activation and aimed to tap into ROKiT Williams Racing’s focus on fitness and wellbeing throughout the 2019 Formula One season. Staff from Williams were encouraged to run each race week and theme each run around the length of the race track for that week.

To support the campaign, 100AND10% also had the opportunity to join the ROKiT Williams Racing Formula 1 team at the British Grand Prix at Silverstone in July and run the 5.9km track alongside Life Fitness and Williams staff.

Life Fitness also implemented the campaign through their social channels which saw followers of Life Fitness and Williams able to take part by covering the distance of the race weekend either on a treadmill or around their local area. Prizes – including signed photos from drivers Robert Kubica and George Russell – were awarded to winners each week.

The initiative saw 223 entries and a total of 1,381km covered by Williams staff over the 21 circuits throughout the 2019 F1 season. The video produced from the Silverstone track run has reached over 10,000 views to date (Dec 2019).