Volkswagen Korea announced on March 9th that it's seeking influencers to participate in the '2026 Volkswagen Running Crew,' an initiative designed to showcase the brand's entire model lineup.
The automaker aims to highlight the dynamic and vibrant appeal of Volkswagen models through running-focused lifestyle content, making the brand more relatable to customers and organically expanding brand experiences in everyday life.
The company plans to select participants who can uniquely express their running and lifestyle experiences. The chosen '2026 Volkswagen Running Crew' members will spend approximately three months test-driving key Volkswagen models, integrating them into various aspects of their lifestyles, including running. They will then create and share content based on these experiences.
Volkswagen Korea will host a launch event next month featuring a running class and briefings on activity guidelines, model-specific test-drive schedules, and content creation strategies. Throughout the program, participants will have the opportunity to test-drive Volkswagen's key models sequentially. As a bonus, all selected crew members will receive Asics Sonicblast running shoes and Shokz OpenDot One open-ear earphones.
The '2026 Volkswagen Running Crew' will comprise up to six individuals, with applications open to anyone, regardless of their affiliation with existing running groups. Eligibility criteria include: being in the 20-40 age range and a regular runner; holding a valid driver's license; maintaining public personal social media channels with content creation capabilities; and being able to test-drive Volkswagen models for three months while producing lifestyle content.
Shin Dong-hyup, Vice President of Marketing Communications at Volkswagen Korea, stated, "This program is designed to share brand experiences with running enthusiasts and broaden the appeal of the vibrant lifestyle Volkswagen represents. We will continue to expand our brand touchpoints through various initiatives that resonate with our customers' daily lives."
By Sangwook Kim, Automotive News Correspondent (kswpp@viva100.com)
