Apply

ClassPass x World ID

World, the proof-of-human network from Tools for Humanity, partnered with ClassPass on Real Human Run, a series of community runs that started in Seoul, went on to Tokyo and came to London in June 2026.

The London run was part of a three-month programme at World's flagship store on Oxford Street, from June to September: community events, creator-hosted workshops and cultural moments, each one bringing the Real Human Network closer to the city.

Deliverables

  • Positioning & Strategy
  • Talent Sourcing
  • Creator Partnerships
  • Event Production

Members and Partners involved

World ID orb

NeueHaus took the run to the people already building community experiences in London. We worked with three creators who lead run clubs, Hercules Nicolaou, Sandra Martens and Jay Surrey, and produced a run that started and ended at the flagship.

As part of an educational campaign in the lead-up, Jay walked his audience through the verification in the flagship. Sandra, who studies law and models, asked what being real online means when more than half of internet traffic is bots.

Creators: Jay Surrey (@jaysurrey), Sandra Martens (@sandra_martenss), Partners: ClassPass x World

Hercules Nicolaou has run across entire countries. In London he led the Real Human Run with ClassPass and Cadence: 50 runners, out from World's flagship on Oxford Street.

A smiling runner in a white jacket outside World's flagship store on Oxford Street.
Runners wait at a corner on a wet London street.
Real Human Run, London. Partners: ClassPass x World, Cadence
A man in a cap holds a water bottle at an event.
Runners crossing a London street in the rain.
Lead athlete: Hercules Nicolaou, Partners: ClassPass x World, Cadence

Back at the flagship, runners stayed for the conversation the creators had started online. If almost anything can be generated, how do you prove you're human? By turning up.

Creator: Hercules Nicolaou (@hercuules), Partners: ClassPass x World
Two people standing beside a World orb
Human verification orb at World's flagship store in London

Get iconic, work with icons.

see our services
A woman stands in a marble foyer beside a staircase, on a red carpet runner.