Saucony has launched a new global brand platform entitled “Run Your World,” which invites runners “to be the hero of their own journey.”
The platform, an evolution of the brand’s Find Your Strong initiative, extends Saucony’s ongoing belief in the transformational power of running to a broader consumer set, with a more inclusive and global mindset. The Run Your World brand platform will be supported by social, print and digital media, influencer engagement, and retail and experiential components. The campaign kicks off Monday with the launch of the Run Your World video on social media and at saucony.com/RunYourWorld.
“We’ve found our strong and now it’s time to run our world,” said Amanda Reiss, chief marketing officer of Saucony. “There’s a global community of runners and non-runners alike who want to live with more purpose and intent, to take ownership of their own journey and the world around them. The Run Your World platform allows us to expand the conversation, capturing and portraying slices of life from our best days, best moments, best selves, whether running or just living life outside of the run.
“At the same time, it acts as a unifying force for our three product categories−Run, our award-winning performance footwear and apparel line; Life on the Run, our performance & lifestyle collection that goes beyond the finish line; and Originals, our iconic lineup of retro-running silhouettes. Like our product collections, the Run Your World platform resonates with a broader set of diverse consumers. Our launch concept delivers one global brand perspective: ‘Big world, small world, your world.’” added Reiss.
The Saucony Run Your World platform, created in partnership with Mechanica USA, of Newburyport, MA, encompasses key multi-channel components to connect with a multidimensional consumer.
At the forefront of the Run Your World platform is an innovative digital approach, serving to engage and activate a global community of key influencers from all different walks of life. The “World Runners” team will create and share their unique and inspiring journeys across the brand’s social media platforms through video storytelling.
The Run Your World multimedia launch was shot by a global group of photographers and influencers, led by Ben Brown of South Africa (@mrbenbrown on Instagram), capturing a sense of raw authenticity, bravery and empowerment. Featured taglines such as “Run Outside the Lines,” “To Each Her Own,” and “Originators Only” reflect the unique and unifying voice of the brand’s three product categories: Run, Life on the Run, and Originals.
Saucony is inviting the community to share how they personally run their world through branded experiences, including a #RunYourWorld consumer contest and Run Your World events in multiple cities with localized partnerships.
The Run Your World platform is planned to run throughout 2017, with several new executions for the fall. Saucony will continue to integrate the theme into upcoming marketing initiatives throughout the year.
Saucony is a division of Wolverine Worldwide Inc.
