Case Study · Q1 2026
Vai Dai Coffee
× MXU
How MXU embedded a functional coffee brand into Miami's fastest-growing wellness IP — reaching 8,000+ runners and building a recurring weekly presence across Brickell and South Beach.
Partner
Vai Dai Coffee+
Period
Q1 2026
Category
Wellness · Experiential
Market
Miami, FL
Official Functional Beverage Partner
MXU × Vai Dai Coffee+ · Q1 2026
The Brand
Functional Coffee.
Unlocked.
Vai Dai Coffee+ is a premium ready-to-drink functional coffee brand formulated with nootropics and adaptogens — engineered for clean energy, enhanced focus, and great taste. Two flagship SKUs: IGNITE/LATTE and IGNITE/BLACK, each in 12oz glass bottles.
The brand's positioning — performance-first, aesthetically premium, wellness-native — made it a natural fit for MXU's run club ecosystem, where the audience is health-conscious, culturally engaged, and brand-receptive.
IGNITE/LATTE
12oz Glass · Sweetened
IGNITE/BLACK
12oz Glass · Unsweetened
Diplo's Run Club
Miami
Diplo's Run Club is one of the fastest-growing wellness IPs in the country — a 5K run experience anchored by a live DJ set from Diplo himself. The Miami edition drew over 8,000 runners and spectators, making it the largest activation in the event's history at the time. MXU secured Vai Dai Coffee+ as the official functional beverage partner for the event.
OFFICIAL EVENT RECAP · DIPLO'S RUN CLUB MIAMI
8,000+ RUNNERS · MIAMI, FL · JANUARY 2026
The Moment
Diplo Tries
Vai Dai Coffee+
The partnership went beyond product placement. Diplo himself tried Vai Dai Coffee+ at the event — an authentic, unscripted brand moment captured on camera that money can't manufacture. This is what MXU calls earned access.
Product Sampling
Vai Dai Coffee+ was distributed at the finish line and activation tent — putting the product directly in the hands of 8,000+ health-conscious runners at peak post-race energy.
Brand Presence
Branded signage, product displays, and MXU-managed activation staff ensured Vai Dai's presence was visible throughout the event footprint, from start line to finish.
Live DJ Set Integration
The Diplo DJ set created a high-energy, shareable moment that amplified organic social content — with Vai Dai branding embedded in the visual environment.
Weekly Run Clubs
Brickell & South Beach
Following the Diplo Run Club activation, MXU extended the partnership into a recurring weekly presence — activating at Brickell Run Club and South Beach Run Club every Tuesday and Thursday. This ongoing cadence keeps Vai Dai Coffee+ embedded in Miami's most active wellness communities week over week.
ACTIVATION FOOTAGE · BRICKELL RUN CLUB · VAI DAI COFFEE+ × MXU
Every Tuesday
Brickell Run Club
Miami's premier urban run club in the heart of the financial district. A high-density, high-income audience of professionals, entrepreneurs, and athletes — exactly the demographic Vai Dai Coffee+ is built for.
Every Thursday
South Beach Run Club
The culture-forward South Beach circuit draws a diverse, lifestyle-driven crowd. Consistent brand presence here builds recognition across Miami's most visible wellness corridor.
Event Gallery
Why This Partnership Works
Aligned on
What Matters.
MXU doesn't partner with brands for the sake of a check. We partner with brands that are building something real — brands that share our belief that the best marketing isn't marketing at all. It's showing up in the right rooms, with the right people, doing the right things.
Vai Dai Coffee+ is exactly that brand. They're not just selling a beverage — they're promoting a lifestyle of performance, wellness, and community. That mission is inseparable from what MXU does every day: building experiences that bring people together around shared values.
When a brand like Vai Dai activates at Diplo's Run Club — an event that draws 8,000 people who chose to wake up at 6am to run through Miami — that's not an ad impression. That's a brand becoming part of someone's story. MXU is proud to be the bridge that makes those moments happen.
Health & Community First
Vai Dai Coffee+ is built around functional wellness — clean ingredients, performance focus, and community-driven distribution. MXU's run club ecosystem is the natural home for a brand with that DNA.
Authentic Activation, Not Advertising
We don't do banner ads or booth placements. We put Vai Dai in the hands of runners at the finish line, in the energy of a Diplo DJ set, and in the weekly rhythm of Miami's most active communities.
Cultural Credibility
Diplo's Run Club isn't just a race — it's a cultural moment. By being present there, Vai Dai Coffee+ earned credibility that no paid media campaign could manufacture. That's the MXU difference.
Sustained Community Presence
The Diplo activation was the spark. The weekly Brickell and South Beach run clubs are the flame. Consistency turns a brand moment into brand recognition — and brand recognition into brand loyalty.
The Takeaway
Repetition
Beats Reach.
A single event impression is forgettable. A brand that shows up every Tuesday and Thursday — in the same community, with the same energy — becomes part of the culture. That's what MXU built for Vai Dai Coffee+ in Q1 2026.
The Diplo Run Club activation established credibility at scale. The weekly run club presence converted that awareness into habitual brand recognition. Together, they represent MXU's core thesis: access is the product, and consistency is the strategy.
8,000+ direct product touchpoints at Diplo Run Club Miami
Ongoing weekly activations across Brickell & South Beach
Embedded in Miami's most culturally active wellness communities
Brand present at the intersection of music, fitness, and lifestyle
Work With MXU
Ready to Put Your
Brand in the Room?
Whether it's a flagship activation, a recurring community presence, or a full partnership package — MXU builds the access. You bring the brand.