Running in the city, every runner knows it, means dealing with the unexpected. Uneven sidewalks, pedestrians, puddles, everyday obstacles: urban running challenges both body and mind. With the KIPRIDE MAX, Kiprun gave us the opportunity to express a simple belief: when comfort is there, nothing can ruin the run.

Our starting point was the real experience of runners. Urban running isn’t always smooth or perfectly controlled, but it should never feel like a constraint. We wanted to put comfort back at the heart of everyday running, as an essential condition to run more often, more freely, and with more enjoyment.

The KIPRIDE MAX stands as a cornerstone of the Kiprun franchise dedicated to maximum cushioning. A shoe designed to absorb every impact, turn asphalt into a playground, and support runners everywhere, anytime. A clear and confident promise: Comfort Anywhere, Anytime.

This approach follows the brand film More Runs. More Life., which celebrates a regular, accessible practice focused as much on well-being as performance. A more fluid, more human vision of running: less restrictive, more inclusive. To bring this promise to life, we created a film that plays with the codes of urban running. We follow a runner moving through the city, navigating everyday situations: crowds, obstacles, the unexpected. But nothing seems to affect her. She runs, dodges, rebounds. Always comfortable. Always fluid. Always in her run.

Rather than a product-driven message, we chose storytelling and identification. Telling the story of an imperfect run, lived with pleasure. Putting people at the center of the experience, rather than pure performance or technical demonstration. Kiprun consistently puts its expertise at the service of people. We consistently put people at the heart of sport. Storytelling was an obvious choice.

Rolled out globally, the campaign is built around a hero film and a social media & VOD display.