100,000 Strava athletes sign up to Joybuy 11.11km challenge – with over £1 million to potentially be unlocked

• The Joybuy andStrava 11.11km Challenge rewards participants with 1,111 Joybuy Points, worth £11.11, for completing distance by walking, running, riding or hiking
• Londoners invited to join the Joybuy Summer Run pop-up on 20 June, featuring robots, prizes, free refreshments and the chance to discover the products behind Joybuy’s Summer Black Friday
• Visitors to the Battersea Power Station pop-up can enjoy free drinks and treats, interactive product experiences and prize giveaways

London, UK, 18 June 2026: Joybuy, the online shopping destination from JD.com, is bringing its Summer Black Friday deal bonanza to London’s Battersea Power Station with a one-day experiential pop-up designed to reward the UK’s community of runners, walkers and fitness enthusiasts.

Taking place on Saturday 20 June from 11am to 7pm, the Joybuy Summer Run pop-up will transform Battersea Power Station into an interactive playground where visitors can discover the latest products on Joybuy, enjoy complimentary drinks and take part in games to earn prizes.

The event builds on the Joybuy 11.11km Challenge on Strava, which launched on 15 June. In the first week, more than 100,000 people across the UK, France, Germany and the Netherlands have already signed up to take part, with the potential to unlock the equivalent of almost £1 million in Joybuy Points if the users complete the challenge.

A Joybuy spokesperson said: “The response to our Strava challenge has been incredible. In just a few days, 100,000 people across Europe have signed up, with the potential to earn the equivalent of over £1,000,000 in Joybuy Points. Summer Black Friday is our new shopping extravaganza for our customers in Europe. The Battersea pop-up brings that energy to life, giving people the chance to experience Joybuy for our first Summer Black Friday campaign.“

Participants in the UK who complete 11.11 kilometres by walking, running, cycling or hiking between 15 and 30 June can earn 1,111 Joybuy Points, worth £11.11 to spend on Joybuy.co.uk, while also entering a prize draw featuring rewards worth up to £1,111.

The challenge celebrates Joybuy’s “Double 11” delivery service, with eligible customers able to order by 11am and receive their purchases by 11pm the same day.*

The pop-up forms part of Joybuy’s inaugural Summer Black Friday, running from 15 to 30 June, which brings together thousands of deals on leading brands and everyday essentials. Unlike some promotions, Summer Black Friday is open to everyone, with no subscription required.

JoyPlus enables customers to earn rewards through selected promotions and purchases. Every 100 Joybuy Points can be redeemed for £1 off future orders, helping customers unlock even more value when they shop.

The Joybuy Summer Run Pop-up takes place at Battersea Power Station, London, on Saturday 20 June 2026 from 11am to 7pm.

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Notes to Editors

Joybuy 11.11km Challenge on Strava

Participants who complete 11.11km by walking, running, riding or hiking between 15 and 30 June 2026 can unlock 1,111 Joybuy Points, worth £11.11 to spend on Joybuy.co.uk, and be entered into a prize draw featuring prizes worth up to £1,111. Terms and conditions apply.

About Joybuy Points

Joybuy Points can be redeemed against future purchases on Joybuy. Every 100 points is equivalent to £1 in savings. Customers can earn points through selected product promotions available to all registered account holders, as well as additional exclusive offers available to JoyPlus members.

*Double 11 delivery is available on selected products within eligible delivery zones. Orders placed by 11am may be delivered by 11pm on the same day. Orders over £29 qualify for free delivery. Exclusions apply.

About Joybuy

Joybuy is JD.com’s new online retail business in Europe, offering high-quality brands, at great prices, delivered from its own warehouses to the customer’s doorstep, through a speedy and reliable network. Joybuy is a brand-led platform, with products from leading international, European and local brands, available across technology, appliances, beauty, home, grocery and everyday essentials. Its unique “Double 11” delivery service means if shoppers order by 11am, orders will arrive before 11pm the same day, order before 11pm and they arrive the next day, subject to eligibility. Joybuy places the customer at the heart of everything it does and offers 24/7 customer service.

The Joybuy slogan “Don’t just buy, Joybuy”, perfectly captures the mission to fulfil customers’ needs and provide a service that is easy and convenient, but also enjoyable and fun. Officially launched in Europe in March 2026, Joybuy gives customers a more joyful shopping experience in the UK, Germany, the Netherlands, France, Belgium and Luxembourg.