run bb run

Brussels 20KM

5 min

RUN BB RUN — From Lunchtime Runs To Brussels’ Biggest Race
What started as a few colleagues slipping on their running shoes during Tuesday lunch breaks has grown into something far bigger than just that. Here at Bellerose, running quickly became a shared rhythm — one that brought us closer as a team, and eventually, closer to our community.

These past months, the running frenzy here reached a new high. In the lead-up to the legendary 20 km of Brussels, 25 Bellerose employees signed up to run the race, with support and stylish gear provided by our partners at New Balance.

To celebrate our love for running and the outdoors, and to connect with the extended Bellerose family, we hosted two social run events in the city. On Saturday May 3rd, we kicked off with a 10 km family run starting from our Avenue Louise flagship store, looping through the Bois de la Cambre, and finishing back with coffee and croissants. Then on Thursday May 22nd, just days before the big race, we hosted a 5 km shake-out run from our Rue des Chartreux store, followed by drinks and music (with our very own Hamza spinning records) — a relaxed evening before the 20 km challenge ahead.

The 20 km of Brussels itself was unforgettable. Our team met up at one of the entrances of the Parc du Cinquantenaire, uniting the runners from the office with our colleagues from the stores (Ghent, Brussels & Rotterdam represented!). Sure, it was a rainy morning, and seeing thousands of runners prepare for the race is a little crazy, but the sky cleared just in time for the start and everything felt just right.

The route wove through the heart of the city, green parks, lively neighborhoods, and some surprisingly tough tunnels and climbs — especially the final push up the Tervurensesteenweg. But with every step, the spirit of our RUN BB RUN crew grew stronger. Everyone finished, sweaty and smiling, often beating their own PR’s and expectations. And this? Well, it’s only the beginning. Watch this space because more Bellerose social runs are coming soon.

Curious who’s behind the BB bibs?

 Meet some of our runners and read their answers

to a few quick questions about running, snacking, and race day.

Who are you, what do you at Bellerose, and what’s your favorite post-run snack?

Flore: Hi, I’m Flore, graphic designer, and my favorite snack – because it’s well deserved – is a buttery croissant from a good bakery, and a latte!

Véronique: I’m Véro, logistics manager, and my favorite post-run snack is toasted bread with Kwatta.

Bjorn: I’m Bjorn, copywriter, and my go-to post-run snack is a sugary Suzy waffle. I’m a sucker for anything sweet, honestly.

Margaux: Hey, my name is Margaux and I’m currently an e-commerce/marketing intern here. My favorite post-run snack? Definitely a cream cheese bagel, I’m absolutely obsessed with them at the moment.

When and why did you start running?

Flore: I started running again last year, 3 months before the 20 km of 2024. Right now, I can say I’ve been seriously running for over a year.

Véro: Same as Flore, last year to get ready for the 20 km.

Bjorn: In my early 30s I felt like I was getting out of shape, so I started running. It’s been on and off since then, with the last 5 years being the most consistent and fun.

Margaux: I started running when I was at school in the UK at around 13 years old. Honestly the goal at the time was to do better during sports day and impress my mates… I then stopped for a few years and got back into it during my time at Bellerose! Now the reason I run is because it makes me feel good, and to take part in the cool running events in Brussels.

Pick your favorite: 5 km / 10 km / 15 km / more...

Flore: 10 km is perfect.

Véro: 10 km is my thing too!

Bjorn: Depends on the mood, but I love a longer run between 15 and 20 km.

Margaux: I’d say 10 km or 15 km. I feel like I’ve really accomplished something good after a long run.

What’s your favorite thing about the RUN BB RUN crew?

Flore: It’s because of RUN BB RUN that I’ve been progressing and – above all – that I started to really enjoy running. When you’re running together, it goes so much easier.

Véro: My favorite thing? Well, the crew, of course! Lovely people, and the way the group’s synergy has helped me improve my speed without even noticing.

Bjorn: Discovering the wider – and surprisingly green – area around the office, running in different cities, and spending time with the rest of the crew, of course!

Margaux: I would say the people. I love our little crew and I can’t wait for it to get bigger. There’s zero pressure, just good energy, fun runs, and occasionally some ponies. There is a really encouraging atmosphere, running with RUN BB RUN makes me want to push myself — in the best way.

Please describe your Brussels 20 km experience in 3 words. 

Flore: Atmosphere, energy, personal accomplishment.

Véro: Challenging, euphoric, gratifying.

Bjorn: Sweaty, busy, fun.

Margaux: Top. Notch. Experience. Would definitely do it again.

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Brussels 20KM

run bb run

Curious who’s behind the BB bibs? Meet some of our runners and read their answers

to a few quick questions about running, snacking, and race day.

Curious who’s behind the BB bibs?

 Meet some of our runners and read their answers