Together with adidas and Sportsshoes, Underground Fan Club created a community-led experience designed to champion movement and connection for women within the running space.

Hosted at the House of Sportsshoes, we brought together an inspiring group of women for a morning that blended wellness and conversation, all rooted in authenticity and empowerment.

At the heart of the experience was Fleur East and Keshia East, two sisters who shared their personal story behind building The Kurl Kitchen, a haircare brand created specifically for curly, coily and afro hair. Their conversation explored identity, representation and the importance of creating spaces where women feel seen and understood.

Dr Zoe Williams led an open chat around women’s health and wellbeing, highlighting the areas that deserve greater attention and awareness, while Amira aka The Communication Expert guided attendees through a powerful mindset session focused on self-belief and personal growth.

Our guests were kitted in the latest adidas running shoes, including the Hyperboost, Adizero Evo SL and Supernova Rise 3.

This event was more than an ordinary run club, the event became a space for women to move together, share openly and connect beyond fitness. A reminder for all of us that the strongest communities are built when people feel comfortable showing up exactly as they are.