Saucony announced the launch of a new brand campaign, called “We know Because we run,” slated to break in national vertical running publications in November. The integrated multimedia campaign includes print, online, retail and event initiatives.
Saucony says the print campaign “captures many of the defining moments shared by the running community.”
The first ad features the ProGrid Triumph 6 and will break in the November issues of Runners World and Running Times. The copy reads, “We know 26.2 is the short part. Because we run.” The second ad will begin running in February 2009 and showcases the ProGrid Guide 2, stating, “We know runs end. But being a runner never stops. Because we run.”
Sauconys online media buy will launch with www.runnersworld.com in October 2008 and includes sponsorship of the websites e-newsletter and Quote of the Day and MileSplit features.
Using a similar graphic look with a black background and red copy, Saucony also launched its new online initiative, www.saucony.com/weknow on October 1. Consumers can enter a contest by submitting their own “We know Because we run” concept. Prizes include Saucony products and the chance to have their idea used in a future “We know Because we run” creative execution.
Saucony will reinforce its marketing with event sponsorships, including booths at the Chicago and New York City marathons the invites runners to write their own “we know” concepts. Campaign graphics will also be featured at participating specialty run retailers.
“This campaign underscores the exciting momentum in both our footwear and apparel businesses, while simultaneously communicating the collective passion and emotional kinship that we share with runners everywhere,” said Mary OBrien, Sauconys VP of marketing.
