'Carb Loading Night' held at Jakarta store

Xexymix held a "Carb Loading Night" networking event with local running community members at its Jakarta store on Saturday. [Xexymix]
Xexymix held a "Carb Loading Night" networking event with local running community members at its Jakarta store on Saturday. [Xexymix]

Xexymix announced Friday that it held a "Carb Loading Night" event with local running community members in Jakarta, Indonesia.

The event was organized ahead of the Jakarta Running Festival to engage with local runners, drawing about 30 participants.

Carb loading is a practice in which athletes increase carbohydrate intake before long-distance events such as marathons to build up energy reserves. It has evolved into a social tradition in which runners share a meal together before a race.

Drawing on that running culture, Xexymix hosted a networking program at its store where participants shared their running experiences and race preparations, before moving to a local restaurant for a group meal.

The response from attendees was positive. Most participants voluntarily shared their experience on Instagram, tagging Xexymix in their posts. Some also made purchases at the store.

Xexymix said the event was significant as its first collaboration with a local running community in Indonesia, using its brick-and-mortar store to deliver a brand experience and expand consumer touchpoints.

The company said it plans to continue working with running and other sports communities to deepen engagement with local consumers and raise brand awareness.

"This event was a meaningful opportunity to connect directly with local runners and introduce them to Xexymix's products and brand," a company official said. "We will continue to strengthen our competitiveness in the Indonesian market through marketing activities that reflect local sports culture and consumer lifestyles."


spa@heraldcorp.com