Ahead of Singles’ Day, PUMA and Bumble got young and unattached Indians out for a run

Singles’ Day has become a calendar moment synonymous with mega sales, but PUMA India and Bumble celebrated the occasion by going back to the day’s matchmaking origins. On November 10th, the two brands joined forces to host a singles-only running event in Bangalore for young adults aged 21-35. The event aimed to provide an alternative way for singles to connect in person ahead of Singles’ Day on November 11th. Starting at Nexus Koramangala Mall, the 3 km run ended with a social mixer. 

The internet might have made it easier for people to meet, but genuine connections remain elusive. Nowhere is this more apparent than in the dating scene — 80% of Millennials and 79% of Gen Zs in the US say they have dating app burnout, primarily because they’re not making good connections, are being disappointed or feeling rejected. Singles looking to take a break from the algorithms now look to the real world for serendipitous encounters. Run clubs are turning into defacto dating pools, and remember the viral pineapple phenomenon in Spanish supermarkets? Brands have also taken notice: dating app Pique hosted a real-world ‘singles wall’ in Brooklyn, while Tinder partnered with Runna to launch a run club in London.

Bumble and PUMA India are addressing that IRL desire while tapping into another consumer shift: a growing love for alfresco activities. Following an initial pandemic-fueled boom, the popularity of the outdoors is here to stay — Chinese urbanites are picking up cycling for scenic countryside escapes, and running is the fastest-growing sporting activity in India. A study by Bumble in India supports this trend when it comes to dating — 72% of Indians are open to sports-themed dates, while 44% see a lack of interest in sports as a potential dealbreaker.

Beyond the context of romance, how might your brand help people foster new relationships IRL? Could the great outdoors or physical activity serve as a catalyst?