CosmoMagazine – More than 1,000 participants joined the Buttonscarves 5K Fun Run 2026 on November 1, making it the brand’s biggest community running event to date. The impact extended beyond attendance, as participants continued sharing their race-day experiences and positive responses across social media, turning the event into an organically shared moment for Buttonscarves and its community.
Starting and finishing at Hutan Kota by Plataran in the Gelora Bung Karno complex, the event offered more than a five-kilometer run. Along the route, water stations provided access to hydration at designated points. Cheering zones at every kilometer kept the energy high, while performances by a marching band and traditional tanjidor musicians brought entertainment and local character to different parts of the course.
After crossing the finish line, participants were invited to enjoy an exclusive breakfast at Hutan Kota by Plataran. Set within its green surroundings, the post-race gathering gave participants the opportunity to rest, meet fellow runners, and celebrate the experience together. By extending the event beyond the run itself, Buttonscarves created a complete morning experience shaped by movement, connection, and hospitality.
The conversation continued beyond the event grounds. Participants posted moments from the route, the finish line, the post-race gathering, and the prize announcements through their own social channels. Rather than relying solely on brand-led communication, the visibility of the Buttonscarves 5K Fun Run grew through the people who experienced it firsthand.
The positive response showed that the event resonated as more than a sporting activity. It became a shared lifestyle moment that people wanted to document, discuss, and recommend, extending the value of a one-day event into a broader conversation around Buttonscarves.
For Buttonscarves, the 5K Fun Run also serves as an extension of its activewear category, allowing the brand to bring its products into real-life sporting activities. By connecting its collection with experiences that align with consumers’ interests, Buttonscarves continues to build relevance in the active lifestyle segment while creating opportunities to engage with its audience beyond the usual fashion experience.
“We wanted to create a race that felt personal from beginning to end. Everyone came to run, but how they were welcomed, supported throughout the course, and brought together afterward mattered just as much,” said Mifthahul Jannah, Creative Director of Buttonscarves. “We wanted the experience to continue beyond the finish line. At Hutan Kota by Plataran, participants could enjoy a free-flow breakfast buffet, live entertainment, and time to celebrate together, with an Umrah package presented as the grand prize. Every part of the event was designed to make our participants feel appreciated and give them a memorable experience from the race to everything that followed.”
Buttonscarves also awarded a total of IDR 15 million in cash prizes to the three fastest finishers. Beyond the race results, participants had the opportunity to receive a variety of door prizes, with an Umrah package presented as the grand prize.
“The strongest response is when people continue the conversation on their own,” said Linda Anggrea, CEO of Modinity Group. “Seeing participants share their experiences and speak positively about the event shows that we created something genuinely meaningful for them. That organic response strengthens the relationship beyond a single transaction or event and gives Buttonscarves a stronger foundation to grow as a lifestyle brand.”
The event was supported by BCA as an official banking partner, whose involvement contributed to the successful execution of the race and the overall experience provided to participants.
The Buttonscarves 5K Fun Run 2026 also demonstrated how the brand continues to strengthen its position within the lifestyle space. As active living becomes an increasingly important part of everyday routines, the event created a new way for Buttonscarves to engage with its community beyond fashion while remaining connected to their interests and aspirations.
