Run As You Are
Challenge
Vancouver Running Company wanted to evolve beyond a local run specialty store into a global run membership community. The vision was ambitious: use Web3 technology to create a membership that transcended borders and built genuine community among runners.
Solution
I coordinated the rebrand to Run As You Are (RAYA) and helped execute brand activations that merged physical running with digital ownership. NFT memberships, RFID-triggered experiences, and IRL events from Vancouver to NYC.
Outcome
Successfully launched NFT membership collection. Executed flagship events at On Running's NYC store during NFT.NYC and in Vancouver with custom RFID experiences. Built a template for how running brands can use emerging tech for community building.
The Vision
Run As You Are was about taking Vancouver Running Company — a beloved local run specialty store — and turning it into something bigger. Not a chain of stores, but a global community of runners connected through shared values and digital ownership.
This was 2022, peak NFT era. But we weren’t trying to make a quick buck on speculation. The question was: can we use this technology to create genuine membership value?
What I Did
Project Coordination
- Worked with founders, designers, and developers to bring the rebrand to life
- Managed timelines and deliverables across multiple workstreams
- Coordinated with partners including On Running for flagship events
Brand Activations
NFT.NYC — On Running Flagship, NYC We set up shop at On’s NYC flagship during NFT.NYC. Runners could come in, learn about RAYA, and experience the intersection of running culture and Web3.
Vancouver RFID Event This one was wild. We had custom shoes with RFID tags embedded. When members scanned their shoes, it triggered unique NFT animations. Physical meets digital in a way that actually made sense for runners.
Frontend Development
I also shipped frontend work — building pieces of the web presence that supported the membership experience.
Tech Stack
- NFT/Web3: Ethereum-based membership tokens
- RFID: Custom hardware integration for physical-digital experiences
- POAP: Proof of Attendance Protocol for event participation
- Discord: Community building and member engagement
- React: Frontend development
What I Learned
Web3 in 2022 was the Wild West. A lot of projects were pure speculation — cash grabs with no underlying value.
What made RAYA different was legitimacy. We weren’t anon founders launching a JPEG collection. We were backed by an established brick-and-mortar business with years of community trust. Vancouver Running Company had real customers, real relationships, real reputation. That foundation meant we could experiment with Web3 without it feeling like a scam.
The design intention was solid: use emerging tech to enhance an existing community, not manufacture a fake one. The RFID shoe activation was a highlight — when you see someone scan their shoe and watch their unique animation appear, you realize the tech isn’t the point. It’s the experience it enables.
Where It Went
The NFT market cooled significantly, but Run As You Are continues as a membership program. The tech evolved, but the community remains.