Brooks Sports, Inc. announced the imminent arrival of the Run Happy Cavalcade of Curiosities, a running-inspired carnival experience that will tour the country hitting running shops, events, and Rock 'n' Roll expos over the next several years.
The running brand made its soft debut of the Cavalcade on June 4 at the Rock 'n' Roll San Diego Marathon & 1/2 Marathon expo. The Cavalcade will arrive in full force in Brooks' hometown for the Rock 'n' Roll Seattle Marathon & 1/2 Marathon expo beginning June 24, 2010.
Runners of all ages, skill levels, shapes, and sizes will be entertained, educated, and awed by the Cavalcade, which is highlighted by a custom double-decker British bus featuring free running gait analysis on the upper level and an Arcade of Oddities on the lower level. The Arcade of Oddities “museum” displays running wonders such as the world's biggest shoe, the legendary “Bunion Boy's” malady preserved and pulsating in a jar, and other strange and memorable exhibits.
At Rock 'n' Roll expos, Cavalcade visitors will also enjoy giveaways, prizes, runners' fortune telling machines, carnival games such as “Pronator's Peak” and “Dash for Gold,” and a professional stage show starring an authentic carnival ringmaster, human Jesus Lizard, and a vat of non-Newtonian liquid demonstrating Brooks' new DNA cushioning technology.
“The Brooks Cavalcade of Curiosities brings to life our passion for running and our 'Run Happy” ethos in a new and captivating way. Ultimately, runners receive expert advice on their running technique and are recommended the perfect shoe for their stride, but all is skinned in a celebratory and fun way,” said Brooks Vice President of Marketing Dave Larson. “As the official footwear and apparel partner for the Rock 'n' Roll Marathon Series, we want to educate and inspire new runners as only Brooks can do.”
Through the remainder of the year, the entire Brooks Cavalcade of Curiosities will make tour stops at six more Rock 'n' Roll Marathon expos and the Running Event 2010 in Austin, Texas. Additionally, the Cavalcade's Arcade of Oddities bus with gait analysis will stop at 73 specialty running retail locations, the 2010 NCAA Pre-Nationals Invitational, and the 2010 Paul Short Run. Trained staff will be on hand at each stop to perform gait analyses, demonstrate Brooks DNA technology, and provide Brooks running shoe try-ons to find the perfect ride for every visitor's stride. The Cavalcade's 2011 tour schedule is currently in development.
“We continue to be amazed by Brooks' creativity, and the Run Happy Cavalcade of Curiosities is clearly no exception,” said Scott Dickey, President of the Competitor Group. “The commitment they've shown to the Rock 'n' Roll Marathon Series has been everything a property looks for in a partner and more. Their passion is evident in all they're doing to support the running community from what you see in the expos, on the course, on the road, and internally with their employees.”
Serving as the epicenters for running in their individual communities, participating specialty running retailers have embraced the Cavalcade bus tour and are making plans to promote and enhance the experience when it comes to town.
“It's important that we continue connecting with our local running community in meaningful and unexpected ways,” said Charlie Hoover, owner of Phidippides in Encinco, Calif. “When we learned of the Brooks Run Happy Cavalcade of Curiosities bus tour, we knew right away that a stop at our store would be a brilliant platform to engage, inform, and entertain consumers.”
Hoover, whose store will host a Cavalcade bus tour stop today, June 11, from 4 to 8 p.m., plans to boost the experience with a live band, refreshments, juggler, balloon artist, and involvement from nearby businesses.
As the tour unfolds, all runners will be able to enjoy an online Cavalcade experience at www.runhappy.com. Site visitors will interact with a Cavalcade travel map, view tour video content, and have a chance to win daily prizes. Furthermore, people can follow the tour on Twitter (@brooksrunning) and Facebook (www.facebook.com/brooksrunning).
The Brooks Run Happy Cavalcade of Curiosities is the latest in a long line of creative and fun marketing initiatives from Brooks, including 2009's multimedia 'Running Superfans' campaign, the popular Brooks B*R*A*S*H experience at the 2009 Chicago Marathon, and the Brooks deluxe Porta-Potty promotions at various races nationwide. All of these efforts and more have helped Brooks stand out among larger competitors as the unexpected, inclusive, and celebratory brand that, while seriously obsessed with all things running, never takes itself too seriously.
