The One Club || Young Ones Awards
2019 Merit Winner for Experiential
In a category where people are devoutly loyal to a specific model of running shoe, Brooks needed to get hardcore runners to consider switching over to a pair of Brooks.
Runners aren’t just loyal to a brand, but they’re devoted to a specific model of running shoe.
We needed to get hardcore runners to consider switching over to a pair of Brooks.
We learned one thing from interviewing runners, speaking to salespeople, and hitting the treadmill in Brooks, Nikes, adidas, Sauconys, and Asics: the differentiating factor is personal preference because every premium performance running shoe is basically the same. We knew that promoting the stability, cushioning, or support would not be enough to get hardcore runners to consider switching to Brooks.
It sucks to care about someone who cares about running.
To support runners in a way that they haven’t been supported before, we’ll create a campaign to support the people who support the runners.
The One Club awarded the campaign a Merit in the Experiential category.
Copywriter: Carlos Matias
Art Directors: Taylor Becker, Carmen Quang