Global athleisure company XEXYMIX (CEO Lee Su-yeon) announced on October 30 that it hosted a 'Carb Loading Night' event with a local running community in Jakarta, Indonesia. Held under the name 'Road to JRF – Carb Loading Night,' the event marked XEXYMIX's first collaboration with a running community in Indonesia.
The event took place on October 22. It was designed as an opportunity to connect with local runners preparing for the Jakarta Running Festival (JRF), and drew around 30 participants in total.
Carb loading, the practice that gave the event its name, is a dietary strategy in which athletes increase their carbohydrate intake to store energy in the body ahead of long-distance endurance events such as marathons. Among runners, it has also become a social custom of sharing a meal and connecting before a race.
XEXYMIX built the event around this running culture. It began with an in-store networking program where participants shared their running experiences and race preparations, before moving to a local restaurant for a group dinner.
The company said the local response was positive. According to XEXYMIX, about 90% of participants voluntarily shared their experience on Instagram Stories, tagging the brand. Some attendees also purchased items from the RX collection and other athleisure products in-store.
XEXYMIX sees the event as significant both as its first collaboration with a local Indonesian running community and as a way of broadening consumer touchpoints by using its physical store as a space for brand experience.
"This event was a meaningful opportunity to communicate directly with local runners and introduce them to XEXYMIX's products and brand," a XEXYMIX spokesperson said. "We will continue to strengthen our brand competitiveness in the Indonesian market through marketing activities that reflect local sports culture and consumer lifestyles."
Going forward, XEXYMIX plans to expand its collaborations beyond running to a wider range of sports communities, deepening its engagement with local consumers and raising brand awareness in the Indonesian market.
