Lucky Star has partnered with PhatBoi Running Club (PBRC) to launch “What Are You Running For?”; a purpose-driven movement inspiring South Africans to get moving while supporting healthier communities and making every kilometre count.
As running continues to grow as one of South Africa’s biggest cultural movements, the campaign brings together wellness, community and purpose, encouraging people to run not just for fitness, but for the people and causes that matter most.
Over the coming months, Lucky Star will become part of the weekly PhatBoi Running Club experience through community runs, inspiring stories, nutrition education and wellness activations designed to help South Africans fuel both their bodies and their ambitions.
“For generations, Lucky Star has nourished South African families,” says Anchen Lombard, Marketing Executive at Lucky Star. “This partnership allows us to show up differently by supporting a community that believes movement can change lives. We want every South African to ask themselves: What are you running for?”
Founded by Major League DJz, PhatBoi Running Club has become one of South Africa’s fastest-growing wellness communities, creating a space where people connect through movement, accountability and shared purpose.
“What started as a weekly run has become a community changing lives,” say Bandile and Banele Mbere, founders of PhatBoi Running Club. “Partnering with Lucky Star helps us inspire even more people to move, connect and make an impact together.”
At the heart of the campaign is one simple question: What Are You Running For?
Whether it’s for your health, your family, your goals or your community; every reason matters.