Nathan, the maker of hydration, visibility, and other performance gear, announced the launch of its fall visibility campaign, entitled ‘How Do You Get Lit?’
Centered on the concept that creating multiple points of illumination on the body helps drivers more easily recognize the human form, the campaign combines a simple selling platform Ask, Inform, Get Lit with staff training tools, in-store merchandising support, and shareable, online marketing assets, all designed to drive awareness and promote the best practices of road safety for runners.
“We didn’t want to bog down the campaign with scary statistics because we think that, deep down, runners know they should be wearing visibility solutions,” says Brent Hollowell, VP of marketing for Nathan. “For various reasons, many runners choose not to wear visibility during the dusk, dawn, and nighttime hours, or think the tiny hits of visibility they are wearing are sufficient to be seen. We designed this campaign and all of its supporting assets to give retailers a fresh approach to help change that behavior and keep their customers safer out on the roads.”
The brand introduces this campaign on the heels of its summer ‘How Do You Hydrate?’ campaign, which resulted in an average 47 percent hydration category growth and an average 134 percent Nathan hydration growth in the 30 days following the in-store training sessions, results that Hollowell say helped shape the fall visibility program.
“It’s our job to make the lives of our retailers easier, and support and drive the awareness and sales of our products,” says Hollowell. “By providing a simple conversation starter like we did for our hydration campaign and supporting it with fun, in-store ideas and materials, we hope to make discussion around visibility and the importance of wearing multiple points of light more approachable for both store associates and runners.”
Campaign assets are available now to running specialty retailers via the NATHAN ‘Get Lit Kit’ and include:
· Two in-store Ask > Inform > Get Lit backroom posters
· 50 runner safety pamphlets for in-store display and clinic distribution
· “What a Driver Sees” flashcards and an in-store poster, all demonstrating the visual differences from a driver’s perspective of a runner wearing no reflective versus a runner wearing multiple points of reflective
· Two separate packs of stickers, one called “Mood Lighting for Runners” asks, “What Color Is Your Strobe?” and one reminds runners to, “Be Seen and Run Longer”
· Online marketing assets, including Facebook content, images, and visibility videos
· Merchandising tips and a 4-foot planogram, designed to help retailers showcase Nathan’s new visibility collections in-store
· Complementary pieces of the brand’s best-selling Run Longer LED series for use on-staff or on mannequins
Hollowell says the timing of the ‘How Do You Get Lit?’ launch – a month before both Daylight Savings Time ends and the Independent Running Retailers’ Association (IRRA) November initiative, “National Running Safety Month,” of which Nathan is a sponsor can help retailers build in-store momentum as the days begin to shorten and many runners are on the road longer as part of their fall marathon preparation.
