Samokat turned sausages in dough and dumplings into sports equipment

For the project, the company also released a limited collection of sports merchandise styled around food. It includes a jump rope with handles shaped like sausages in dough, a fitness resistance band featuring dumpling prints, a mat with an Asian cuisine pattern, and a bag for indoor shoes.

The merch is available through a giveaway. To participate, customers must place an order on Samokat using a special promo code.

Samokat's Director of Brands and Communications, Ekaterina Nechaeva, explained the project's logic: it taps into nostalgia for school days while aligning with the audience's interest in an active lifestyle. Through this mechanic, the company promotes its ready-made meal assortment, connecting it with the scenario of eating after physical activity.

"Physical education became a natural point where these two contexts intersect. Through memories of team games and relay races, we tell a new story about Samokat's ready-made meal assortment and show it in a familiar real-life scenario — when after an active outing, you want something tasty and filling as soon as possible," Nechaeva said.

According to a Digital Budget study, based on results from January through May 2026, Samokat ranked second in voice share among major advertisers in the e-grocery segment at 19.8%. Pятёрочка holds first place with 29%.