Brand Planning | Creative Strategy | Research
Brooks Thumb.png

Brooks

Brooks Thumb.png

Integrated Campaign

The One Club || Young Ones Awards
2019 Merit Winner for Experiential


Background

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.


Challenge

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.


Process

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.


Insight

It sucks to care about someone who cares about running.


Strategy

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 Solution

 


Results

The One Club awarded the campaign a Merit in the Experiential category.


Credits

Copywriter: Carlos Matias
Art Directors: Taylor Becker, Carmen Quang