Ambev
Michelob - Shade Running
Michelob Ultra, from Ambev, became a workout partner with an app that maps out routes in the shade and integrates with running apps, bringing real utility to every runner’s pace.
Run lighter, in the shade, with the brand inside your workout.
Michelob Ultra, from Ambev, delivered utility for runners. The Shade Tracker calculates shaded routes and syncs with the running apps athletes already use. Runs stay cooler, and the brand becomes a workout companion.
20DASH co-developed the product with GUT São Paulo and AB InBev, from concept to production-ready experience. Launched in 2025, the project was shortlisted at Cannes Lions in Digital Craft, with 20DASH credited. Assumption: “Shade Running” is the internal/BR name for the public-facing app Shade Tracker.