Excelsior Sports Correspondent
JAMMU, May 17: Reinforcing its identity as more than just a retail destination, Monalisa Stores organized “RUNWAY,” a unique community-driven event in collaboration with C9 Run Club, bringing together fitness enthusiasts, fashion lovers, and youth from across Jammu.
The event commenced with a community run starting from Monalisa Store at Channi and witnessed enthusiastic participation from people of all age groups. Following the run, participants engaged in a series of interactive in-store experiences, including a ramp walk competition, fun activities, and curated sessions aimed at strengthening customer engagement and promoting community bonding.
A major highlight of the event was that it was completely free of cost, with no registration fee charged from participants. Organizers said the initiative reflected Monalisa’s commitment to giving back to the Jammu community by creating inclusive and memorable experiences beyond shopping.
Over the years, Monalisa has introduced several experiential concepts, including Jammu’s first in-store matcha bar experience and various community-led activities. Through such initiatives, the brand aims to redefine retail by combining lifestyle, culture, and meaningful social connections.
Speaking about the event, members of the Monalisa team said their vision has always been to create spaces where people feel connected, welcomed, and inspired. They added that RUNWAY was designed not only as a fashion and fitness event, but also as a platform to encourage community interaction and youth participation.
Participants appreciated the initiative and linked it with the spirit of the “Nasha Mukt Bharat Abhiyaan.” One participant said the event motivated young people to adopt fitness-oriented lifestyles and stay away from drugs and harmful habits.
Another participant informed that nearly 200 people joined the event and expressed hope that even more residents would participate in future editions. He added that the programme was open and accessible to people from all walks of life and age groups.
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