Infront, a division of Wanda Sports alongside IRONMAN, has entered into a strategic partnership with District Technologies, a Singapore-based company that is ‘harnessing technology to redefine running and exploration’.
District has developed an urban exploration app that powers District Race events in cities across Asia; and Infront has agreed to acquire a minority stake of the company.
District Races have already enjoyed success in Asia, with the sold-out second edition of the Hong Kong race in 2019 welcoming over 6,000 participants, and the 2018 Singapore race boasting over 3,500 runners. Additional races will take place in Singapore in October and Kuala Lumpur in November, completing the Asian calendar.
The District app is billed as a first-of-its-kind running and urban exploration app designed to enable users to lead an active and social lifestyle. The app combines location-based tracking, augmented reality technology and gamification to motivate users to explore cities by completing a series of virtual challenges and checkpoints.
The agreement will see Infront act as the exclusive strategic partner of District Races in Europe, utilising the technology to organise events built around the app. In addition, Infront will support District with its global sponsorship sales team.
Hans-Peter Zurbruegg, Infront Vice President Personal & Corporate Fitness, said “Our partnership with District amplifies our ongoing strategy to focus on events that not only encourage an active lifestyle, but also offer new experiences through exploration and technology. The collaboration among the team at District and our colleagues at both XLETIX and Threshold Sports illustrates the synergies across the personal and corporate fitness market.”
Ben Pember, District CEO, said: “District has proven itself as a popular and successful model for runners in Asia and we are excited to expand our presence within Europe. Infront’s experience and enthusiasm in active lifestyle events and technology matches our approach and we look forward to working with them over the coming months to bring a new and unique challenge to runners across Europe.”