Brooks Running was looking to appeal to a new audience segment of casual runners and fitness enthusiasts. So they designed a collection of three new shoe lines tailored toward the needs of this group and needed a campaign that would resonate and attract the market to purchase in-store.

We created the Brooks Influencer Lab where we brought ten social media influencers across fitness, beauty and wellness categories to create a national, integrated campaign to launch the Energize Collection. Influencers were strategically chosen to appeal to this new audience, not hardcore runners.

We hosted an influencer dinner where we captured content and facilitated product education with the Brooks’ product team. The next day we produced a motion+stills shoot with three concurrent sets, creating all 172 unique campaign assets, including a brand anthem.

The campaign launched with an in-store consumer activations including an experiential, high-tech treadmill for potential customers to test the product and engage with brand reps. Once launched into the mainstream, the campaign lived on billboards in Times Square and Hollywood, in stores at Foot Locker, Six02, and Hibbets Sports as well as 14 social media accounts.