Brooks Running
“Find Your Run” / Brand Refresh
Our reimagined brand positioning and tagline for Brooks, "Find Your Run," served as both a literal call to action and a deeper, more personal message that resonated with the diverse motivations behind why people run.
During our engagement, we identified a major growth barrier that traditional marketing couldn’t solve. Brooks was overshadowed by competitors at the shoe wall, despite superior technology and comfort. To address this, we leveraged paid and owned social channels to drive users to a gamified shopping experience, which they could bring to the store for a discount on shoes.
We extended this approach to innovation across all of Brooks' social media touchpoints. We shifted from a traditional, static style to a more dynamic and lighthearted presentation of new products. This strategic change included utilizing illustrations for the first time, enhancing creative freedom and content production efficiency. Additionally, we explored unique ways to engage influencers beyond the running community. These efforts resulted in the production of over 500 creative assets for Brooks, in close collaboration with their marketing team.
The strategy allowed us to use surprising images to present the shoes in a new light, emphasizing their weightless and soft characteristics, offering a fresh and appealing perspective.
Incorporating illustrations and gamifying even static images played a crucial role in driving engagement, adding a dynamic and interactive element to our content strategy.
Purposeful cobrands drove more positive engagement with the community.
We initiated and actively promoted community-building activities on social media, such as the Brooks Run Club, to engage and unite our audience.
All of our social content was repurposed and expanded into an original podcast called “The Run Happy Hour.” The name was a play on the time it dropped—happy hour—and the idea that running could be an alternative to traditional happy hour activities like drinking. The podcast was an hour long, aligning with the theme and providing a comprehensive listening experience.
Additionally, we ensured the unification of Brooks' entire digital ecosystem, encompassing both their website and mobile app, to create a cohesive and seamless brand experience.
