KIPRUN Unveils its new Global Campaign with LAFOURMI

Jan. 28, 2026

Running in the city means dealing with the unexpected. A real challenge that can be stressful, both for the body and the mind, due to the many obstacles runners encounter along the way. With the KIPRIDE MAX, KIPRUN launches a new global campaign and asserts a clear vision of urban running: a shoe designed to deliver absolute comfort, everywhere, anytime.

This approach aligns with the brand film "More Runs. More Life", previously developed with LAFOURMI, which celebrates regular running free from constraints, focused as much on well-being as on performance.

A true pillar of the KIPRUN franchise dedicated to maximum cushioning, the KIPRIDE MAX is the most comfortable shoe in the range. It stands out thanks to its cushioning system, designed to absorb every impact and turn asphalt into a playground. The promise is clear and unapologetic: Comfort Anywhere, Anytime.

To support the launch, KIPRUN reveals a campaign and a film created by LAFOURMI (The Fan Syndicate group) and production company Raise Up Films. The film follows a female runner as she moves through the city, facing a succession of everyday situations: urban obstacles, unexpected events, passersby. Yet nothing seems to affect her. She runs, dodges, bounces. 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.

​David Philip, Chief Creative Officer, LAFOURMI said:

“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. Our approach was to put people at the heart of the experience. No cold, technical product test.We wanted to offer a story people could identify with. KIPRUN always puts its expertise at the service of people. That works perfectly, as LAFOURMI always puts people at the heart of sport. Storytelling was the obvious 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.